3. 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
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4. 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)
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6. To build an audience of
50 million
58 years
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7. To build an audience of
50 million
58 years
14 years
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8. To build an audience of
50 million
58 years
14 years
4 years
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9. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
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10. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
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11. Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
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12. Today
• Understanding content
• Defining content strategy
• Defining content marketing
• How to do your job like a superhero
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18. 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
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20. 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?
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21. They also need to know:
• Internally who is responsible for all the
different phases of a content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern
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38. Content Strategy:
• Align with business objectives
• Support users in accomplishing tasks
www.ahamediagroup.com 38
Business
Goals
User
Tasks
39. 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
40. Content is a Conversation:
5 Questions You MUST Ask
1. To whom are we speaking?
2. Who are we? (as a brand?)
3. What are we trying to say?
4. How do we say it?
5. When and where do we say it?
www.ahamediagroup.com 40
41. 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
42. To Whom Are We Speaking?: Personas
www.ahamediagroup.com 42
48. What Are We Trying to Say?:
Messaging Architecture
www.ahamediagroup.com 48
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP
51. Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
You can find the products you want, at
the price you are looking for.
• Our prices are consistently 20%
lower than other retail chains
• Robust coupon program
www.ahamediagroup.com 51
52. 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
53. Voice
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
www.ahamediagroup.com 53
54. Voice
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
www.ahamediagroup.com 54
55. Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
www.ahamediagroup.com 55
56. When and Where Do We Say It?:
Editorial Calendar
www.ahamediagroup.com 56
57. Part #2 of Content Strategy:
Internal Workflow
www.ahamediagroup.com 57
59. 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
62. Goals of Content Marketing
1. Attract: Create content that will draw prospects like
bees to a blossoming flower
2. Acquire: Give them the content in exchange for an
email address or some other form of potential ongoing
contact
3. Engage or connect: Continue to engage by creating
and sending relevant content about your product,
service or knowledge base
4. Drive profitable action: Clearly align your content
creation and distribution efforts with your business goals
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87. The Iteration Roadmap
1. Process Evaluation: What does our
current process look like?
2. Review of past projects: Let’s examine
1 or 2 projects
3. Incorporate what you’ve learned:
What can we change?
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89. 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.”
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