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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
th e m e d ia flo w
Why do brands communicate?
Content Mix
Customer
U se r g u id e s, A fte rca re
Decision
Intent
Consideration
Discoverer
Social, attraction,
QI
Awareness
Why do brands communicate?
S E L L
with sales as
goal and content
as tool our
output is hollow
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 ...
“…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...
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 ...
Purchase decisions,
brand associations,
and allegiances are
driven by emotion
and feeling. Not that
we would care to
admit.
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...
th e m e d ia flo w
WHY
Process
Resource
Assets
E x ce p tio n a l
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 ti...
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
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
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
Put WHY central
to your content,
wherever it is, for
maximum impact
and efficacy.
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 ...
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 ti...
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...
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
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 ...
Believe obsessive attention to
technical detail drives gain
Everybody creates, everybody has an
hour a day exploring online
Process
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...
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
THANKS
F O R L IS T E N IN G
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: ...
Content Marketing - Aligning Goals & Effort for Maximum Efficacy
Content Marketing - Aligning Goals & Effort for Maximum Efficacy
Content Marketing - Aligning Goals & Effort for Maximum Efficacy
Content Marketing - Aligning Goals & Effort for Maximum Efficacy
Content Marketing - Aligning Goals & Effort for Maximum Efficacy
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Content Marketing - Aligning Goals & Effort for Maximum Efficacy

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Presentation by Nichola Stott - delivered at the Content Masterclass in Ravensbourne on 2nd May 2014.

Published in: Marketing
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Transcript of "Content Marketing - Aligning Goals & Effort for Maximum Efficacy"

  1. 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. 2. th e m e d ia flo w
  3. 3. Why do brands communicate?
  4. 4. Content Mix
  5. 5. Customer U se r g u id e s, A fte rca re Decision
  6. 6. Intent
  7. 7. Consideration
  8. 8. Discoverer Social, attraction, QI Awareness
  9. 9. Why do brands communicate?
  10. 10. S E L L
  11. 11. with sales as goal and content as tool our output is hollow
  12. 12. 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)
  13. 13. “…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.”
  14. 14. 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
  15. 15. Purchase decisions, brand associations, and allegiances are driven by emotion and feeling. Not that we would care to admit.
  16. 16. 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 …
  17. 17. th e m e d ia flo w
  18. 18. WHY Process Resource Assets E x ce p tio n a l
  19. 19. 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 ?
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. Put WHY central to your content, wherever it is, for maximum impact and efficacy.
  24. 24. 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
  25. 25. 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 ?
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Believe obsessive attention to technical detail drives gain
  30. 30. Everybody creates, everybody has an hour a day exploring online
  31. 31. Process
  32. 32. 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
  33. 33. 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
  34. 34. THANKS F O R L IS T E N IN G
  35. 35. 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
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