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From Business Objectives to Meaningful Content
#SMWadvance
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Meaningful content
It is: Authentic and a reflection of why the brand exists and who they are !
Addressing a need and/or solving the consumer’s “problem” !
Useful meaning it is: - Relevant - Gives information - Entertains - Adds value
It is not: Interrupting !
Just about producing something that goes viral !
Generic !
Overpraising and exaggerating the brand benefits
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How?
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A 5-step processTheoretical Components
Practical Components
3. Channel Strategy Planning
4. Execution
2. Content Framework
5. Governance
1. Core
Strategy
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3. Content Planning
4. Content Creation
2. Content Framework
5. Governance
CORE STRATEGY !
!
Business Objectives Brand Identity & Position Marketing Strategy
1
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Task #1
Task #2
Task #3
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3. Content Planning
4. Content Creation
2. Content Framework
5. Governance
2 CONTENT STRATEGY !
!
Brand Purpose & Tone of Voice Target Audience – persona & journey Content sweet spot
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Buy/Experience with the brand
Sharing an experience
Needing/wanting something
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Narrative
Audience Brand
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Content Framework Piz Buin example
Strategic tasks
Purpose & Belief
Narrative
Consumer needs
Content objectives
Desired response
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Marketing strategy Insert'marke+ng'strategy'
Insert'belief'Insert'purpose'
Insert'narra+ve'(consumer'facing'communica+ons'idea,'not'footprint)'
Insert'descrip+on'of'narra+ve'
Consumer'need'#1' Consumer'need'#2' Consumer'need'#3'
Insert'objec+ve'descrip+on' Insert'objec+ve'descrip+on' Insert'objec+ve'descrip+on'
Insert'desired'response' Insert'desired'response' Insert'desired'response'
Task'#1' Task'#2' Task'#3'
Content'objec+ve'#1' Content'objec+ve'#2' Content'objec+ve'#3'
3. Content Planning
4. Content Creation
2. Content Framework
5. Governance
3. Content Planning
4. Content Creation
2. Content Framework
5. Governance
3 CONTENT STRATEGY PLANNING !
!
Defining which channels our content should be in and the role of these channels
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Content Channel Strategy
Role
KPI
Priority
Content
Formats
Frequency @mettn @starby
3. Content Planning
4. Content Creation
2. Content Framework
5. Governance
EXECUTION: !
!
Executing content that is relevant according to the previously defined strategy and framework. !
!
!
4
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Creation
Branded content across multiple platforms
Partnerships
Narrative
Themes
ChannelsEvents
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3. Content Planning
4. Content Creation
2. Content Framework
5. Governance
GOVERNANCE !
!
Know the stakeholders !
Know the regulatory environment inside out !
Know what works
5
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Ongoing process
Core Strategy
Content Framework
Channel Strategy Planning
Governance
Execution
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Link to business objectives Create a toolkit Be engaged
Key take outs:
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