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#LavaCon2013 Summary
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Creating and Executing a Unified Content Marketing and Multichannel Publishing StrategySUMMARY OF A LAVACON HANDS-ON WORKSHOP
Great Minds Converge
Adobe
IBM
Mindtouch
Razorfish
Red Hat
Cisco
The Rockley Group
What is Content Marketing?
Value Relationships
Long-Term Loyalty
Meets Needs
Builds Credibility
Establishes Expertise
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Old Dog, New TricksJohn Deere – Forum
Established John Deere as the leader in farm equipment by establishing company as authority.
Jell-O – Cookbook
Jell-O had limited use. Cookbook provided new ideas.
“”
The real fact of the matter is that nobody reads ads. People read what interest them, and sometimes its an ad.
- HOWARD GOSSAGE
The bar has been raised for marketing and advertising. Context aware computing will be the catalyst for change. Consumer expectation is a full product experience.
Have It Your Way
WHEN I want it
WHERE I want it
HOW I want it
Know the WHO and WHY
Understand their context
Understand WHO & WHYGive Them WHEN, WHERE, & HOWResponsive
Responds to environment
Screen size
Platform
Orientation
Translates content for desktop
Displays EXACTLY the same content as desktop web
Focus on best possible DISPLAY
Adaptive Adjusts to environment and
device capabilities
Delivers a customer experience
Filters and layers content
Rearranges content
Respond to interaction
Change based on location
Integrate content from other sources
Overall approach to improve USABILITY
How Do We Adapt?
Audience• Develop PERSONAS
• Meet your audience
• Use their language
• Learn their journey
• Design information with your audience in mind
Lifecycle• Develop the journey of
each PERSONA
• Map needs
• Deliver value at the right TIME in their journey
• Always promise MORE
Structure• Essential to adaptation
• Future-proofs content
• Create content, then add structure
• Style guides & templates
• Maintains CONSISTENT experience
• Allows content to adapt
Recipe for Success
Celery Salad• 2 tbsp. extra-virgin oil
• 2 tbsp. white wine vinegar
• ¼ cup plus 2 tbsp. feta cheese, crumbled
• ¼ tsp black pepper
• 1 bunch celery, thinly sliced on the diagonal
• 4 scallions, thinly sliced
• ¼ cup fresh parsley, roughly chopped
1. In a large bowl whisk together the oil, vinegar, ¼ cup cheese, and pepper until smooth.
2. Add the celery, scallions, and parsley and toss to combine.
3. Sprinkle with the remaining cheese.
Unified Content Strategy
Content is not created in a vacuum. It is part of an ECOSYSTEM. Understand the cycle of influence to create effective and unified content.
Why Unified Content?
Inconsistencies are transparent to audience
Resources wasted when content is not used
Customers frustrated when experience is inconsistent
Know Your Kingdom, Rule It Wisely
Start with YOU
Know who you are
Understand the importance of SOFT SKILLS
Know who influences your success
COMMUNITY is critical
Communicate to the correct AUDIENCE
Understand end-goals
A Case Study in Colliding Kingdoms
WebOwns:
Website & Optimization
Measured:
Traffic, SEO, Leads
SocialOwns:
Facebook & Twitter
Measured:
Engagement
Social CRMOwns:
CRM & Twitter
Measured:
NOT
BrandOwns:
Television
Measured:
Awareness
E-Marketing Public RelationsOwns:
Blog, Social, Content
Measured:
Working on it…
Owns:
PR Content, NewsRoom, Content
Measured:
Public Relations
Use Systems Thinking
SYSTEMS THINKING is the process of understanding how things, regarded as systems, influence one another within a whole. In organizations, systems consist of people, structures, and processes that work together to make an organization healthy or unhealthy.
Create Healthy Systems
De-silo PROCESSES, not teams
Create collaborative roles to facilitate communication
Alignment within systems Governance
Measurement
Goals
Healthy systems lead to healthy systems of engagement
Engaged customers are more valuable 2x the cost, 5x as long to attain
Spent 2x as much, stayed 2x as long, 2x more likely to share
“”
Those unable to catalog the past are doomed to repeat it.
- LEMONY SNICKETT
Cut the cord on legacy content. Marketing must adapt to the unknown & unpredictable.
Thank you for your engagement!Please share your questions.