We live in a world where people jump from Red Bull-branded satellites all in the name of good content. But is it really good—and is it right for our brands? Content strategy gives content marketing the tools to be sane and sustainable. Margot discusses how a more sustainable future means addressing the limits of budget, time, and creativity with content management, strategy, governance, and more. That’s the stuff that keeps logos off satellites and our content creators off high ledges. Presented at Content Strategy Applied, #CSAUSA / #CSA13, October 17, 2013, in San Jose at eBay.

1. Margot Bloomstein
@mbloomstein #CSAUSA
October 17, 2013
Assertive strategy:
Content amid constraints

2. Congratulations.

3. Is this good?
Right for your brand?
Sensible?
Sane?
Sustainable?

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So, about content marketing.

5. Content marketing is
unavoidable, inevitable…
and that’s a good thing.

6. Content marketing is one way—
but not the only way—to execute
on content strategy.

7. Life without industry
is guilt, and industry
without art is brutality.
– John Ruskin

8. Advocate for practical,
sustainable craft.
Own your work
product and process.

9. Constraints

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Constraints,
real and self-imposed

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Constraints,
external and internal

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Constraints,
external and internal

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If I’m out with a customer,
I’m not working on a blog post.
But check out the blog; you’ll learn
a lot and then we can talk more.

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Content strategy is a map
through the opportunity costs
of communication.
Content strategy is a map
through the opportunity costs
of communication.

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Strategy is just using limited resources
to accomplish a goal.
John Eckman (@jeckman)
Make tough choices.

18. Clarity of purpose:
Start with a message
architecture; drive it
through an editorial
calendar

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Premium
• Lindt embodies quality, in product, marketing, & company interactions
• Approachable: Quality indulgences are more accessible
• Trusted in brand and quality
Empowering
• Entrepreneurial: Innovating, championing individuals and successes
• Market driving: strategic and proactive
• Professional and consistent through experience and being responsive
Community-minded
• Engaged with the Lindt family
• Customer-oriented
• Socially conscious
Lindt & Sprüngli message architecture

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23. Scorn waste:
Invest in granular
content management
structured for reuse

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25. Share and socialize
the work:
Invest in guidelines
and training so others
contribute

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© 2013© Furman University

27. Break the box:
Balance consistency
with surprise, like
content and concepts
new to the industry

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This is not real.

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This is real.

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This is real.
Stand up for it—
and your content
and yourself.

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Stop putting “awesome”
on a pedestal.

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Embrace your reality
with clarity, structure,
and governance.

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Embrace your reality
with clarity, structure,
and governance.
You, your content,
and your brand deserve
nothing less.

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Thank you.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
All images property of their respective owners or © Margot Bloomstein as noted.