Content Marketing and Content Strategy: A Peaceful Coexistence?


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Content Marketing and Content Strategy: A Peaceful Coexistence? Ahava Leibtag President Aha Media Group


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@ahavaL #pcsm @ahavaL 2


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Every minute… YouTube users upload 48 hours of video Facebook users share 684,478 pieces of content Instagram users share 3,600 new photos Tumblr sees 27,778 new posts published @ahavaL 3


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Demanding? The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events. --The Altimeter Group (2013) @ahavaL 4


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Impossible? The average American is bombarded by 5,000 messages a day. --The New York Times (1988) @ahavaL 5


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To build an audience of 50 million 58 years @ahavaL 6


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To build an audience of 50 million 58 years 14 years @ahavaL 7


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To build an audience of 50 million 58 years 14 years 4 years @ahavaL 8


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To build an audience of 50 million 58 years 14 years 4 years 3.6 years @ahavaL 9


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To build an audience of 50 million 58 years 14 years 4 years 3.6 years 80 Source: ComScore @ahavaL 10


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Modern Marketing Challenges Ads don’t have the same power (esp. in digital) Reduced attention Lack of brand loyalty Social sharing @ahavaL 11


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Today Understanding content Defining content strategy Defining content marketing How to do your job like a superhero @ahavaL 12


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Understanding content @ahavaL 13


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@ahavaL 14


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@ahavaL 15


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@ahavaL 16


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@ahavaL 17


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The Wall of Words Evidence for Global Warming: Degradation of Earth's Atmosphere; Temperature Rise; Glacial Melting and Sealevel Rise; Ocean Acidity; Ozone Holes; Vegetation Response Introduction "Global change". "Greenhouse effect". "Global warming". The media are full of statements, concerns, guesses, and speculation about these phenomena, as scientists and policy-makers around the world struggle to address recent scientific observations that indicate human activities impact our environment. And yet, each of these is a "natural" phenomenon, as are many others. Hurricanes, droughts, and monsoons all occur without any control by humans to initiate, forestall or moderate them. Most readers of this Tutorial already know that global warming is literally a "hot" topic. For those still with relative unfamiliarity, we recommend this Wikpedia review: effects of global warming. This page considers the nature of and evidence for global warming. There seems almost no doubt that the Earth's climate has been steadily warming overall in the last hundred years: global warming is a fact - a reality. The nagging question - still unanswered to everyone's satisfaction - is: How much of the quantified increase of about 1° C in that time interval is just due to a natural trend probably related to glacial cycles (which themselves are temperature-dependent) and how much is additional warming accelerated by human activity as the industrial revolution reaches rapidly increasing levels? The present page provides an overview of some of the answers to this question. Since it was first written, the writer (NMS) has encountered new lines of evidence - pro and con. Rather than try to splice these into the text, I have elected to add a new page (16-2a), accessed at the bottom of this page. Most people who follow the news accounts of global warming have come to realize that the primary culprit is human contributions of heat-affecting gases into the atmosphere as these are released by everyday processes such as burning coal to produce electricity and consuming gasoline to run automobiles. The most blamed gas is carbon dioxide (CO2), but carbon monoxide, methane, sulphur dioxide, and other gases also contribute. The United States is often cited as the principal polluting nation, although now China and India - each with more than a billion people, many of whom are now driving cars - are becoming major players. In the U.S., cities and surrounding metropolitan areas are the chief sources of CO2, as evident in this map made from ground and aerial sounding monitors but also containing some input from satellite measurements @ahavaL 18


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@ahavaL 19 Content Reveals the Flaws in a Business


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All organizations need to know: To whom are you talking? Who are you? What are you trying to say? When do you say it? Where do you say it? @ahavaL 20


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They also need to know: Internally who is responsible for all the different phases of a content strategy? Plan Create Publish Distribute Analyze Govern @ahavaL 21


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@ahavaL 22


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Want to win at content? @ahavaL 23


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Content is a conversation. @ahavaL 24


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To whom are we talking? ? @ahavaL 25


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To whom are we talking? ? Who is our customer? @ahavaL 26


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Who are we? ? @ahavaL 27


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Who are we? ? Who is our brand? @ahavaL 28


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CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL 29


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@ahavaL 30


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@ahavaL 31


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Content Formats Written articles Podcasts Video Photographs Infographics Slide Shows Whitepapers Polls/Survey data @ahavaL 32


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Vs. (don’t get confused) @ahavaL 33


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Content Delivery Tools Websites Blogs Newsletters iTunes YouTube Facebook Twitter Slideshare @ahavaL 34


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@ahavaL 35


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@ahavaL 36


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Defining content strategy @ahavaL 37


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Content Strategy: Align with business objectives Support users in accomplishing tasks www.ahamediagroup.com 38


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Content Strategy Has 2 Parts External Messaging: Answer the 5 essential questions Internal Workflow: How do we create a repeatable, sustainable content lifecycle? www.ahamediagroup.com 39


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Content is a Conversation: 5 Questions You MUST Ask To whom are we speaking? Who are we? (as a brand?) What are we trying to say? How do we say it? When and where do we say it? www.ahamediagroup.com 40


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Part #1 of Content Strategy: External Messaging External Messaging Questions To whom are you speaking? ? Who are you? ? What are you trying to say? ? How do you say it? ? When and where do you say it? ? Content Strategy Tools Personas Identity Pillars Messaging Architecture Voice/Tone Editorial Calendar www.ahamediagroup.com 41


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To Whom Are We Speaking?: Personas www.ahamediagroup.com 42


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Customer Journey Maps www.ahamediagroup.com 43


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Who are we?: Identity Pillars www.ahamediagroup.com 44


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www.ahamediagroup.com 45 FOR EXAMPLE


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Identity Pillars www.ahamediagroup.com 46


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Identity Pillars www.ahamediagroup.com 47


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What Are We Trying to Say?: Messaging Architecture www.ahamediagroup.com 48


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Messaging Architecture www.ahamediagroup.com 49


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Messaging Architecture www.ahamediagroup.com 50


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Messaging Architecture www.ahamediagroup.com 51


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How Do We Say It?: Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient www.ahamediagroup.com 52


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Voice We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient www.ahamediagroup.com 53


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Voice We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient www.ahamediagroup.com 54


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Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient www.ahamediagroup.com 55


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When and Where Do We Say It?: Editorial Calendar www.ahamediagroup.com 56


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Part #2 of Content Strategy: Internal Workflow www.ahamediagroup.com 57


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The Very Dreaded Roles and Responsibilities @ahavaL 58


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Our Goal To create a cohesive and sustainable strategy for creating, producing and managing content that clearly defines roles and responsibilities for content within your organization. www.ahamediagroup.com 59


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@ahavaL 60


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Define content marketing @ahavaL 61


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Goals of Content Marketing Attract: Create content that will draw prospects like bees to a blossoming flower Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base Drive profitable action: Clearly align your content creation and distribution efforts with your business goals @ahavaL 62


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#1: Attract @ahavaL 63


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#1: Attract @ahavaL 64


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#2: Acquire @ahavaL 65


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#3: Engage or Connect @ahavaL 66


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#3: Engage or Connect @ahavaL 67


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#3: Engage or Connect @ahavaL 68


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#4: Drive Profitable Action @ahavaL 69


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@ahavaL 70


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@ahavaL 71


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@ahavaL 72


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@ahavaL 73


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@ahavaL 74


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@ahavaL 75


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@ahavaL 76


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@ahavaL 77


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@ahavaL 78


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Be a content superhero @ahavaL 79


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1. Listen @ahavaL 80


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2. People, Process, Technology @ahavaL 81


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3. Advocate for Systems @ahavaL 82


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@ahavaL 83


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4. Iterate @ahavaL 84


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@ahavaL 85


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Content is a product. @ahavaL 86


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The Iteration Roadmap Process Evaluation: What does our current process look like? Review of past projects: Let’s examine 1 or 2 projects Incorporate what you’ve learned: What can we change? @ahavaL 87


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@ahavaL 88


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Who said? “Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.” @ahavaL 89


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@ahavaL 90


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Questions? Ahava Leibtag Aha Media Group, LLC [email protected] @ahavaL @ ahavaleibtag @ahavaL THANK YOU! 91


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