This document discusses digital content strategy and aligning goals with content efforts. It advocates starting with defining the organization's "why" - its passion and driving philosophy - and building resources, processes, and assets around that "why". The document also discusses understanding the customer journey from awareness to decision to purchase and using a multi-channel approach to content marketing. Measurement of content efforts is recommended to allow iteration and improvement.

1. Digital Content
Strategy
b y N ich o la S to tt
Aligning Goals with Effort
th e m e d ia flo w@ N ic h o la S to tt

2. th e m e d ia flo w

3. Why do brands communicate?

4. Content Mix

5. Customer
U se r g u id e s, A fte rca re
Decision

6. Intent

7. Consideration

8. Discoverer
Social, attraction,
QI
Awareness

9. Why do brands communicate?

10. S E L L

11. with sales as
goal and content
as tool our
output is hollow

13. What We make… we sell… we
do… we service… we
structure… we
design…
H o w U S P s, sp e cia lisa tio n ,
d e sig n -a t-ce n tre, in v e st
in p e o p le, o u tso u rce
p ro d u c tio n /m in im ise
co sts
tra d itio n a l m a rk e tin g a p p ro a ch …
…m o tiv ate d b y re su lt (sa le s)

14. “…if w e’re sta r tin g w ith th e
w ro n g q u e stio n s, if w e d o n ’t
u n d e rsta n d th e c a u se, th e n
e v e n th e rig h t a n sw e rs w ill
a lw a y s ste e r u s w ro n g …
In d iv id u a ls a n d
o rg a n isa tio n s th a t n a tu ra lly
e m b o d y th is p a tte rn … a re
th e o n e s th a t sta r t w ith
W h y.”

15. S im o n S in e k s’“G o ld e n C ircle”
a p p ro a ch …
W H Y
HOW
W H AT
F u r th e r R e a d in g : h ttp s://w w w.sta r tw ith w h y.co m /d e fa u lt.a sp x

16. Purchase decisions,
brand associations,
and allegiances are
driven by emotion
and feeling. Not that
we would care to
admit.

18. W h a t?: W e se ll e n e rg y d rin k s
H o w ?: W e p u b lish a n a m a z in g a m o u n t
o f co n te n t a ro u n d e x tre m e sp o r ts,
in clu d in g a n a ir ra ce in M a la y sia , p lu s
m o to rsp o r ts, sn o w b o a rd in g , cliff
d iv in g . O h a n d w e o n ce g o t th is g u y to
ju m p fro m sp a ce a n d fre e fa ll to e a r th …

20. th e m e d ia flo w

21. WHY
Process
Resource
Assets
E x ce p tio n a l

22. 1 . D e fin e w h y…
• P a ssio n /m issio n sta te m e n t
• P h ilo so p h y
• W h a t d riv e s y o u r o rg a n isa tio n ?

23. 2 . R e so u rce s…
• C re a to rs
• S ta k e h o ld e rs
• B e lie v e rs

24. 3 . P ro ce ss…
• C h a n g e le a d e rs
• S h a re d m e m o ra b le ex p e rie n ce

25. 4 . A sse ts…
• B ra n d g u id e lin e s
• S h o w -re e l
• P o ste rs
• C a p a b ility sta te m e n t

26. Put WHY central
to your content,
wherever it is, for
maximum impact
and efficacy.

27. A w a re n e ss D e cisio n
A p p licatio n
Ta b le t
D e sk to p
M o b ile
S o c ia l
R e fe rra l
E m a il
P a id
S e a rc h
O rg
S e a rc h
D ire c t
Purchase

28. 1 . D e fin e w h y…
• P a ssio n /m issio n sta te m e n t
• P h ilo so p h y
• W h a t d riv e s y o u r o rg a n isa tio n ?

29. 2 . R e so u rce s…
• W rite rs
• D e sig n e rs
• P la n n e rs & S tra te g ists
• S o cia l m e d ia & P R
• P ro d u c tio n

30. 3 . P ro ce ss…
• C h a n g e le a d e rs
• P e e r re v ie w
• W H Y ch e ck list

31. 4 . A sse ts…
• B ra n d g u id e lin e s
• A sse t re p o sito ry
• Im a g e ru le s, sta te m e n t b lo ck s,
re in fo rce d la n g u a g e

32. Believe obsessive attention to
technical detail drives gain

33. Everybody creates, everybody has an
hour a day exploring online

34. Process

36. 2834
landing
page entries
100+ tweets/RTs
about the content
4 8 O rig in a l
tw itte r sh a re s
fro m la n d in g
p a g e
1241
downloads

37. Tra ck S o u rce M u lti-ch a n n e l
Fu n n e ls
A ttrib u tio n
M o d e ls
M e a su re
Ite rate

39. THANKS
F O R L IS T E N IN G

40. Tel: +4 4 (0 )1 2 5 6 3 8 4 8 9 4
E-mail: n ich o la .sto tt@ th e m e d ia flo w.co m
Twitter: @ N ich o la S to tt
Web: w w w.th e m e d ia flo w.co m