WE’RE ALL CREATING MORE CONTENT.
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Content Marketing is the only marketing left.”
-Seth Godin
88% of B2B Marketers Use Content Marketing
“
WHAT DO YOU NEED TO BE EFFECTIVE?
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Deliver the right content, to the right person, at the right time.
WHAT IS INTELLIGENT CONTENT?
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Intelligent content is content that's structurally rich and semantically categorized
and therefore automatically discoverable, reusable, reconfigurable, and adaptable.
WHAT IS INTELLIGENT CONTENT?
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Intelligent content is data-driven and has a focus on personalization.
TAKE THE TIME AND CHALLENGE YOURSELF
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If you don’t think through it, nobody will OR everyone will, individually.
WIDEN EXAMPLE DAM DECISION GUIDE
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● Tradeshow Booth Drop
● Multipage Toolkit
● 16 Email Series
● 2 Twitter Accounts
● Google Adwords
● Remarking Ads
● 2 Infographics
● 4 Webinars
● 9 Blog Posts
● 2 Blog CTAs
● Sales Presentations
Map your content to your customer journey.
COPE EXERCISE – 5 MINUTES
Awareness > Consideration > Decision > Purchase > Adoption > Advocacy >
Dire
ctly
Del
iver
edIn
dire
ctly
Pla
ced
THINK: How will you measure impact?
CHUNKING EXAMPLE
Story Structure● < story >
○ < title >
○ < teaser >
○ < pull_quote >
○ < short_version >
○ < long_version >
What is your big rock concept? _________________________ What are the core messages? What are the chunks you can pull out for repurposing?
CHUNKING EXERCISE – 5 MINUTES
Brand Web Print Social Signage Verbal
List
Pie
ces
Acr
oss
Pla
ces
THINK: How will you measure impact?
GET STARTED WITH INTELLIGENT CONTENT
Component Content:
Content at the granular
level that you can use to
assemble content products.
Pick a topic your audience is struggling with. Think of at least 5 disparate pieces of content you have to determine chunks you can reuse and what you can assemble as a new content product.
COMPONENT CONTENT EXERCISE – 5 MINUTES
What is your topic (subject)? What are the chunks to reuse? What can you assemble as a new content product?
Topic: Who/what are your subject matter experts?Concept: What is your concept made of?Tasks: Who / how will you create it? References: What facts support it?
What do you have?
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THINK: How will you measure the impact of individual components? Your finished product?
CONTENT STRATEGY ESSENTIALS
Keys to a marketing content audit
✓ What pieces do you have? Where? Who has access to it?
✓ Do they present a consistent brand (look and feel)?
✓ Do the messages speak the language of your different personas?
✓ Where does each piece fall in the funnel (top, middle, bottom) or customer journey?
✓ What content gaps do you have at each stage, by persona?
✓ How often are your content assets viewed and shared?
✓ What actions have come as a result?
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Identify your top 3-5 webpages. Next, identify 3-4 related pieces of content you can modularize to build bridges and carry the experience beyond your main website.
MODULAR CONTENT TAKE HOME
THINK: How will you track it?
Top webpages Related content
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Recommended Reading
CONTINUE LEARNING
Conferences
Intelligent Content - A Primer by Ann Rockley, Scott Abel
Content Strategy for the Web by Kristina Halvorson
Content Chemistry by Andy Crestodina
Content Marketing World – Cleveland, September 6-9, 2016
AMA Madison Conference – September 21, 2016
Intelligent Content Conference – Las Vegas, March 28-30, 2017
WRAPPING UP: GO BUILD A BRIDGE TODAY!
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Use content development as a pillar to support all areas of your business, not just marketing.
Let’s get coffee and talk content strategy!Contact:[email protected]@jakeatheyhttps://www.linkedin.com/in/jakeathey
CONTACT AND CONNECT