Presented by Bill Strawderman, Senior Director of Digital & Social Marketing at AT&T, during Content Marketing Bootcamp Boston. #contentcamp

1. BILL STRAWDERMAN
AT&T

2. The
^Case
for
Content
Bill
Strawderman
Sr.
Director,
Digital
&
Social
Marke7ng
AT&T
Business
Solu7ons
June
6th
2013
2
terribly timely

3. A
long
7me
ago
in
a
land
far
away
3
trouble
was
brewing
a
state
of
malcontent
Welcome
to
Bedminster,
NJ
circa
2010
decreasing
content
engagement
net
nega7ve
opt-­‐ins
waning
content
diversity

4. We
made
content
so
special…
strong
editorial
premium
quality
…
with
high
produc7on
cost
long
lead
7me
limited
coverage
of
early
&
mid
funnel

5. …
that
it
played
hard
to
get
5
which
is
the
of
death
on
the
social
web
Jeepers!
It’s
not
like
I
asked
for
your
blood
type.

6. It
was
^7me
to
rethink
content
6
thankfully,
an
epiphany
struck
really sort of past
trust
shiN
deep
IP
within
the
company
rise
of
personal
brands
didn’t
want
to
get
fired
individuals
create
powerful
ideas
they
also
give
them
flight

7. It
was
just
a
maTer
of
trust
7
If you heard info about a company, who
are you most likely to trust
2012 Edelman Trust Barometer

8. So
we
gave
it
a
whirl
8
Enable
the
exchange
of
ideas
and
expertise
across
digital
environments
which
lead
to
faster
and
more
informed
technology
purchase
decisions
Trustworthy
Ideas
Ef8icient
Reach
Highly
Accessible
Learning
Culture
Accountable

9. We
prepared
4A
content
makeover
9
strategy
and
the
right
stuff
The
why,
the
what,
the
who,
an
idea
of
how
4
week
supply
of
“geXng
started”
content
cultural
“smack-­‐down”
The
epic
baTle
over
ideology
and
risk
Transla7on:
OMG
&
WTF
lean
&
accountable
process
The
eyes
glazed
over
part
to
minimize
WTF
and
OMG

10. And
planned
for
“NeXe’s”
arrival
10
(1.0)
Mul7-­‐Topic
AT&T
Authors
(1.0)
Select
Paid
Contributors
(1.0)
2-­‐3x
Daily
Publishing
(1.0)
Earned/Owned
Traffic
Model
(2.0)
Highly
Integrated
w/
Core
Site
&
Marke7ng
Automa7on
(3.0)
Integrated
w/Premium
Content
(3.0)
Responsive
Mobile
Design
hTp://www.neblog.aT.com

11. Building
a
trust
academy
to
boot
11
• “Exclusive”
Managed
Community
• 190
Members
and
Growing
• On-­‐Boarding
&
Editorial
Support
• Ongoing
EducaTon
Commitment
• Behavior/Influence
Achievements

12. We’re
pleased
with
results
so
far…
12
“net”
posi7ves
2012
web
ecosystem
gains
including
bus.aT.com
and
we
need
more
direct
evidence
of
impact

13. We
dare
not
^rest
on
our
laurels
13
Streamline
Publishing
• Single
idea
sandbox
• Editorial
workflow
• Real-­‐7me
collabora7on
• Seamless
publishing
Editorial
Impact
• Beats
&
Assignments
• Visual
Content
• U7lity
&
“Chops”
• Atomiza7on
• Work
the
Spokes
even for a minute

14. It’s
never
too
late
to
make
the
case
for
content
Bill
Strawderman
Sr.
Director,
Digital
&
Social
Marke7ng
AT&T
Business
Solu7ons
June
6th
2013
14

15. CONTENT MARKETING
BOOTCAMP BOSTON
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