This is Pontus Staunstrup's presentation at Content Strategy Forum 2013 in Helsinki. Pontus has added in comments on the slides to clarify what they're about.

1. Helping companies do
better business with
the right content
The
official
�tle
of
my
presenta�on
Hi,
I’m
Pontus
Staunstrup.
Here’s
my
slides
from
CS
Forum
in
Helsinki,
Sep
13.
I’ve
added
these
boxes
with
comments
so
that
they
hopefully
make
some
sense

2. Saving the world with
content strategy
What
I
really
wanted
to
call
it

3. Today,
many
companies
are
facing
a
new
communica�on/marke�ng
landscape.
One
in
which
the
usual
ways
doesn’t
work
anymore
And
since
#strategybear
was
a
running
theme
during
CS
Forum,
I
wanted
to
have
an
angry
strategy
bear
saying
things
like
this:
Angry
bird…bear
–
get
it?

4. What many companies are facing today
Tradi�onal
adver�sing
doesn’t
work
anymore
It’s
not
about
you,
it’s
about
your
customer
To
reach
your
target
audience
you
need
great
content
#strategybear

5. Don,
you’re
not
relevant
anymore
Mad
Men
is
a
great
show,
but
interrup�on
marke�ng
invented
in
the
60s
doesn’t
work
anymore

6. U mad bro?
People
get
insulted,
bored
or
just
ignore
it

7. The
more
commercial
it
feels,
the
less
we
trust
it

8. Earned
Bought
Owned
So
interest
(and
money)
is
moving
from
bought
media
(ads)
and
earned
media
(PR)
to
owned
media

9. Your
own
channels
become
more
and
more
important.
Digital
channels
in
par�cular,
because
they’re
always
open

10. 94%
begin
their
purchase
process
with
a
Google
search
80%
of
all
B2B
deals
take
place
a�er
the
buyer
has
contacted
the
seller
AYTM
Marke�ng
Sherpa
70%
of
Your
customer’s
purchase
decision
has
been
made
before
You
become
aware
of
that
customer
Sirius
Here
are
some
great
stats
to
back
that
up

11. 78%
59%
44%
41%
37%
20%
Search
Engage with
peers
Follow industry
conversations
Follow
discussions
Questions on social
networks
Connect via social
networks
Making decisions in B2B
Yes,
this
is
true
for
B2B
also

12. Content
Search
Social
Content marketing
This
is
a
formula
from
Copyblogger,
on
how
to
get
out
your
content
on
the
net.
I
think
it’s
a
great
reminder
of
what
to
consider
in
digital
content
strategy
too

13. It’s not about
you, it’s about
the customer
Angry
strategy
bear
has
more
to
say:

14. Go
visit
Tom
Fishburne’s
site.
You
won’t
be
disappointed

15. Demographics, background, income
Interests, life style, aspirations
Needs, problems, possibilities
Where and how do they search for
information?
B2C
One
way
to
get
to
know
your
target
audience
is
to
work
with
Personas

16. Different roles have different priorities
Challenges, success, failure?
Where and how do they search for
information?
B2B
It
works
just
as
well
in
B2B,
but
remember
that
then
you
always
deal
with
more
than
one
stakeholder

17. Sources
Research
Surveys (web polls etc)
Existing customers
Employees (sales, customer
service, helpdesk)
Considering
how
important
customers
are,
many
companies
know
surprisingly
li�le
about
them.
But
the
knowledge
is
readily
available

18. Same content – different recipients
• Money
to
save
with
a
more
efficient
system
CFO
• State
of
the
art
system
with
standardized
components
CIO
• System
is
easy
to
use
and
easy
to
integrate
with
exis�ng
systems
IT-­‐Tech
In
B2B
you
have
to
understand
that
your
content
has
to
be
adapted
to
different
stakeholders
–
based
on
what’s
in
it
for
them

19. Problem
/
Opportunity
Search
for
informa�on
Evalua�on
Decision
Post
purchase
Known to the sellerUnknown to the seller
Identified as a prospect
It’s
important
to
understand
that
any
purchase,
B2B
or
B2C,
is
the
result
of
a
process.
And
that
today
the
customer
is
in
complete
control
of
when
to
begin
this
process

20. Problem
/
Opportunity
Search
for
informa�on
Evaluate
Decision
Post
purchase
Known to the sellerUnknown to the seller
Discover Am I on the right
track?
Build reasoning…
Benchmark Price
Trust
Relationship
Values
Confirmation
of right choice
The customer is looking for:
Search
Blog
Social media
Landing pages
White papers
Short films
Infographics
Cases
Longer films
E-books
Price
Trust
Relationship
Values
Newsletter
CRM
Magazine
Owners pages
Formats:
Identified as a prospect
Developing the
relationship
Our
strategy
must
be
based
on
understanding
this
process
and
adapt
our
content
to
it
–
topic,
format
and
channel

21. Context is just as important
Understanding
how
and
when
our
target
audience
uses
the
content
is
very
important
too

22. The
sweet
spot
for
great
content
So
how
can
companies
create
useful
and
relevant
content?
Sweet
spot
=
where
on
the
bat
you
want
to
hit
the
ball.
Go
Phillies!

23. Lack of target = wrong perspective
Lack of brand
= inconsistency
Lack of goals
= can’t measure
Goals/
Messages
Brand
Target group
Sweet spot for
great content
This
is
how
we
see
it

24. And
don’t
focus
on
channels
–
it’s
the
target
audience
and
the
content
that’s
relevant

25. In
the
actual
presenta�on
I
showed
some
examples
of
different
types
of
content:
blog
posts,
infographics,
films,
white
papers
etc.
But
to
save
you
from
Powerpoint
poisoning
I
decided
to
skip
them
here.
You’re
welcome

26. Desire
Search
Evalua�on
Decision
Recurring
donor
Known to the Non-profitUnknown to the Non-profit
Identified as a prospect
This
idea
of
a
process
is
not
limited
to
when
companies
or
consumers
buy
things.
It’s
just
as
relevant
for
a
Non-­‐profit
or
NGO’s
etc

27. Want to make a
difference
Who are worthy
Who matches my
criteria
Do they get
results?
Will they spend
my money wisely?
Cost
Trust
Relationship
Values
Confirmation
of right choice
The donor is looking for:
Word of Mouth
World events
Beliefs
Search
Social media
Landing pages
Blogs
Multimedia
In-depth
Price
Trust
Relationship
Values
Newsletter
Magazines
Social media
Developing the
relationship
Desire
Search
Evalua�on
Decision
Recurring
donor
Known to the Non-profitUnknown to the Non-profit
Identified as a prospect
This
is
an
example
of
the
process
for
a
membership
driven
NGO
Formats etc

28. Some
more
examples
of
content
followed
here.
But
I
think
you
get
the
point
anyway

29. But
captain,
when
will
you
get
to
the
strategy?
This
is
the
last
part
–
angry
strategy
bear
wants
companies
and
others
to
work
strategically
with
their
owned
media

30. But
first
they
have
to
grasp
that
strategy
isn’t
something
that’s
done
once
every
five
years.
It
has
to
be
fluent
and
adap�ve

31. It starts with a plan
Plan
- Target audience
- Goals
- Brand
- Audit
- Structure
Create
- Topics
- Formats
- Channels
- Organization
- Keywords
Measure
- Leads
- Interactions
- Feedback
- SEO
Distribute
- Own channels
- Social media
- Recommended
- Reach
4steps to
success
Here’s
a
model
we
use
when
helping
organiza�ons
with
their
content
strategy

32. It’s
important
that
the
strategy
incorporates
current
SEO
thinking

33. Like
Long
Tail
theory

34. And
also
takes
social
sharing
and
interac�on
into
account

35. A
Content
management
system
or
a
simple
editorial
calender
made
in
Excel
–
Your
strategy
must
include
a
central
tool
–
a
hub

36. Problem
/
Opportunity
Search
Evalua�on
Decision
Post
purchase
Measuring and tracking the steps in the purchase process
I
actually
got
a
ques�on
about
this.
The
KPI’s
I
care
the
most
about
are
the
ones
that
shows
if
we’re
nudging
the
poten�al
customer
onwards,
to
the
next
step.
The
process
itself
might
be
about
sales,
posi�oning,
awareness
etc.
But
we
can
always
measure
if
we’re
ge�ng
somewhere,
or
not.

37. How a content strategy can help
Quality
Efficiency
Consistency
Improved
content
Increased
crea�vity
Save
�me
and
money
Less
grey
areas
Stop
irrelevant
content
Re-­‐use
Happy
customers
Clear
results
Avoid
unnecessary
content
Be�er
work-­‐flow
Increased
visibility
and
reach
Increase
sales
Improve
rela�onship
No
more
cold
calls
End
of
campaign
mode
Drive
the
purchase
process
Focus
on
the
topics
we
want
to
talk
about
Avoid
compe�ng
on
price
Here
are
some
reasons
for
having
a
content
strategy
that
you
can
use
on
a
management
team

38. www.jgcommunication.se
pontus.staunstrup@jgcommunication.se
Thanks
for
taking
the
�me
to
look
at
this.
I
hope
you
found
it
useful.
If
you
have
any
ques�ons
or
comments,
drop
me
an
e-­‐
mail
or
find
me
on
LinkedIn
or
Twi�er:
JGCommunication
Pontus Staunstrup