In a chaotic world, where storytelling, marketing, advertising & technology are beginning to intersect, the importance of branded content is rising. A deeper partnership with relevant content surely fast-tracks brand advocacy and growth. But content marketing is not new. Brands have invested for many years in content, such as long-form film, advertiser-funded programming, advertorials or branded magazines. However several things have now evolved, including the types of brand investing in it and the mindset of the marketers behind it. Today, Brands think more like publishers and build strategies around content production and distribution. This deck focuses on the importance and showcases the process of creating a robust content strategy.

1. THE PLAYBOOK
CONTENTSTRATEGY
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The why and how to build a robust content strategy roadmap!
by Archana Jhangiani

2. introductionIn a chaotic world, where storytelling, marketing, advertising & technology are beginning to intersect, the importance of branded content
is rising. A deeper partnership with relevant content surely fast-tracks brand advocacy and growth.
But content marketing is not new. Brands have invested for many years in content, such as long-form film, advertiser-funded
programming, advertorials or branded magazines. However several things have now evolved, including the types of brand investing in it
and the mindset of the marketers behind it. Today, Brands think more like publishers and build strategies around content production and
distribution.
This deck focuses on the importance and showcases the process of creating a robust content strategy.

3. The
REVOLUTION

4. PRINT
OOH
TV
IN
STORE
POP
DIRECT
MAIL
WEB
PR
RADIO
PRINT
OOH
TV
IN
STORE
POP
DIRECT
MAIL
WEB
PR
RADIO
e-
COMM
BLOG
MOBILEDISPLAY
GAMESCINEMA
SOCIAL
MEDIA
SEARCH
APPS
TEXT
MSGS
YESTERDAY’S MARKETING
A ONE DIRECTION PUSHTO CONSUMER
TODAY’S MARKETING
CONSUMER MOVEDTO MIDDLE & MEDIA IS MORE INTERACTIVE
VS
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5. IS CREATING AND DISTRIBUTING
RELEVANT STIMULI TO ATTRACT, ACQUIRE
AND ENGAGE A TARGET AUDIENCE
TO DRIVE PROFITABLE CUSTOMER ACTION
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8. Content Marketing is a "what“
Content Strategy is a "how"
CONTENT MARKETING
FOCUS
AUDIENCETARGETING
CONCEPT IDEATION
CONTENT DELIVERY
CONTENT PROMOTION
CAMPAIGN DEVELOPMENT
CONTENT PLANNING
PROCESS DESIGN
PERSONAVALIDATION
CONTENT AUDIT
COLLABERATION
OUTREACH
MEASUREMENT
CONTENT
STRATEGY
but, CONTENT MARKETING IS NOT CONTENT STRATEGY
CONTENT MARKETING IS LIKE BAKING A CAKE FOR A PARTY
IT IS THE CREATION AND SHARING OF CONTENT TO ATTRACT & ENGAGE
DEFINED AUDIENCES WITH THE GOAL TO INFORM, EDUCATE, AND
PERSUADE PROSPECTSTO EVENTUALLY BECOME SALES
CONTENT STRATEGY IS LIKE RUNNING A BAKERY
CONTENT STRATEGY DEFINESTHEWHY,WHAT, AND HOW CONTENT
WILL BE CONCEIVED, CREATED, AND MANAGE.
PROPER CONTENT STRATEGY ENABLES CONTENT MARKETING SUCCESS
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9. JUST 39% OF RESPONDENTS SAID THEY HAD
A DOCUMENTED STRATEGY FOR THEIR
CONTENT, SUGGESTING THAT CONTENT
PRODUCTION IS OFTEN NOT ALIGNED WITH
CORE MARKETING OBJECTIVES.
The Strategic
disCONNECT

11. These strategies are not necessarily
exclusive and can easily dove-tail into
each other
ways to use
CONTENT3
…Advertising ideas replaced by content ideas activated in
different ways across different media channels
…Content formats that are essentially
created for social media conversations
…Focuses on role of different content
formats at various stages of consumer cycle
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12. Despite the importance of a documented content strategy,
most brands do not have a clearly-articulated plan or a
Content Road Map.
The process to create and deploy a robust content program
includes these four key stages
The necessary ingredients
1. DISCOVERY & ASSESSMENT
2. STRATEGY DEVELOPMENT
3. DELIVERY
4. MEASUREMENT
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13. 1. DISCOVERY & ASSESSMENT
2. STRATEGY DEVELOPMENT
3. EXECUTION
4. MEASUREMENT
This approach to define all aspects is guaranteed to surface the
brand’s most acute content needs and best opportunities
§ BUSINESS KPIS
§ BRAND GOALS & CHARACTER
§ TARGET AUDIENCE INSIGHTS
§ CONTENTTRENDS
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14. 1. ACQUISITION
2. AWARENESS
3. ADVOCACY
4. CONSIDERATION
5. INSIGHTS
6. LOYALTY
7. CUSTOMER SERVICE
1. MISSION &VALUES
2. BEHAVIOUR
4. INNOVATION
5. DIFFERENTIATION
7. SUCCESS PARAMETERS
8.VOICE &TONALITY
9. PERSONIFICATION
10. CULTURAL CONNECT
1. MARKET PLACETRENDS
2. COMPETITIVETRENDS
4. CONSUMERTRENDS
5. DIFFERENTIATION
7. DESIGNTRENDS
STATUS
STATUSBEHAVIOR
STATUSMINDSET
STATUSDEMOGRAPHICS
STATUS eg.
Recent interactions/activity
Immediate need
Media context
BEHAVIOUR eg.
Media consumption patterns
and preferences
Product usage description
MINDSET eg.
Media consumption patterns
and preferences
Product usage description
DEMOGRAPPHICS eg.
Gender/age/lifestage
Income profile
Ethnicity
Language
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15. 1. DISCOVERY & ASSESSMENT
2. STRATEGY DEVELOPMENT
3. EXECUTION
4. MEASUREMENT
§ CONSUMER JOURNEY
§ CONTENT AUDIT
§ ROLE & SCOPE
§ COMPETITIVE ASSESSMENT
§ TECHNOLOGY READINESS
§ CONTENT ARCHITECTURE
§ ENGAGEMENT BRIEF
§ CONTENT ROADMAP
This is where we begin to leverage the insights to distinguish
the brand’s content program
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16. It entails identifying the stages for the brand’s particular purchase decision process, as well as the rational emotional
needs of the audience at each stage
Understanding the consumer journey
Consumersaremovingoutsidethepurchasingfunnel—changingthewaytheyresearchandbuyyourproducts
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17. We often say that content strategy is about getting the right
content to the right people at the right time.
“Right content” in that phrase is usually taken to mean relevant,
timely, useful—all good things.
But what about actual content quality?
A content audit is usually defined as the qualitative view of the
content. While data, such as analytics, can be very useful in
evaluating quality, there are also the more traditionally editorial
measures such as assessing against brand guidelines, style
guides, and voice and tone.
Content Audit - WELL-SCRIPTED
- UNIQUE
- ACCURATE
- FRESH
- VISUALLY APPEALING
- COHESIVE
- RELEVANT
- RESONATING
- ACTIONABLE
- INTERACTIVE
- IMPACTFUL
- PROVOCATIVE
REFLECTS BRAND’S
- VALUES
- TONALITY
- PERSONALITY
- VISUAL IDENTITY
- CONTEXTUAL
- EDUCATIVE
- SHARE-WORTHY
- EMOTIVE
- DELIGHTFUL
- INSIGHTFUL
HIGH QUALITY ENGAGING
ENRICHING ON BRAND
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18. Role & scope
While content is usually used to personify the brand, defining the role and scope
of content is highly imperative for a successful outcome.
INCLUSIVE
EASY ACCESS &
INTERACTION
TELLS
STORIES
PERSONALIZESTHE
BRAND EXPERIENCE
UNIQUE PARTICIPATIVE
CREATE
INFLUENCE
INTERACT
CONSUME
THE CONTENT EXPERIENCE HIERARCHY
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19. Content architecture
CONTENT
STRATEGY
CONTENT
ARCHITECTURE
CONTENT
MANAGEMENT
The Content Architecture provides a critical
construct for expressing the brand’s content
strategy in the media. It determines how content
“shows up”in the consumer realm. Art, creativity,
science and discipline all have a role to play. It is
assembled in three phases which build on each
other.
STORYLINE
Narrative, Storyboarding, Packaging..
THEMATIC
Context, Culture, Relevance..
STRATEGIC INPUTS
Goals, Role, Research ,Trends, Insights, Audit..
PRODUCT PERSONALITY
Differentiation, character, attitude
ROADMAP
What, How,When,Why..
TACTICS
Media Elements, Channel Selection, Distribution..
PHASE 2
PHASE 3
PRODUCT PERSONALITY
Differentiation, Character, Attitude,Voice..
BRAND DEFINITION
Identity, Personality, Differentiation, Attitude,Tone...
PHASE 1
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20. Content
strategy
roadmap
LOYALTY
ENGAGEMENT
RETENTION
ENGAGEMENT
RETENTION
AWARENESS
ACQUISITION
PRIMARYTG
SECONDARYTG
INFLUENCERS
PRIMARYTG
INFLUENCERS
PRIMARYTG
PAID 20%
OWNED 50%
EARNED 30%
PAID 50%
OWNED 30%
EARNED 20%
PAID 70%
OWNED 20%
EARNED 10%
CONTENT
MEDIA
COMMUNITY (INT/EXT)
CONTENT
MEDIA
COMMUNITY (EXT)
CONTENT
MEDIA
ROBUST SURGE
CUSTOMISATION
LOYALTY
PILOT
WIDER SURGE
CUSTOMISATION
PILOT
CONSIDERATION
SURGE
M U LT I - C H A N N E L
OPTIMIZATION
(REAL-TIME)
PANEL PILOT TESTING
ENGAGEMENT SCORE
ROI MODEL
PILOTTESTING
ENGAGEMENT SCORE
FOCUS / JTBD
AUDIENCE /TARGET
DISTRIBUTION
PARTNERSHIP
ASSET CREATION
MEASUREMENT
YEAR 1 YEAR 2 YEAR 3
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Sample template for a
3 year roadmap

21. Inspiration

22. It might not make sense that a product made of carbonated sugar water is among the
most iconic brands on earth, but there you have it. With more than 1.8 billion daily
servings in over 200 countries, Coca-Cola has managed to become so much more than
bubbles. Over the span of its 128 years, the brand has transitioned away from hard sell
slogans to embrace higher-order brand values like happiness and well-being

23. With the Red Bull Content Pool, the Red Bull Media House offers a
unique media platform presenting its broad-asset portfolio in the
fields of print,TV, film, online and mobile- from thrilling sports to
lifestyle, and from culture to ground-breaking photography,
RED BULL CONTENT POOL FEATURES MORETHAN 90,000 HIGH-QUALITY PHOTOS AND OVER 15,000 HDVIDEOS

24. author:ARCHANAJHANGIANIPartner Invention (Brand Solutions-Unilever)- Mindshare GroupM
TravelJunkie I Blogger I Photographer I Marketer I Content specialist I Architect I Designer
For over 12 years, been delivering experiential solutions, better quality consumer conversations and
relationships for customer-centric brand environments (FMCG, Retail, Hospitality, Media and
Entertainment)
Get more insights on branded content on http://brandedcontentrises.blogspot.in/
For more on Archana, check out in.linkedin.com/in/archanajhangiani/
or follow onTwitter @archangeler