Multi Format Content Strategy

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

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Multi Format Content Strategy

  1. 1. MULTI FORMAT CONTENT STRATEGY Creating distributive content assets VIDEO ARTICLES INFOGRAPHICS EMAIL SOCIAL MEDIA SURVEYS BLOGS LONGFORM E-BOOKS
  2. 2. JAMES CARSON I run a media and content strategy consultancy called Digital Factoid …and a historical website called Made From History @mrjamescarson
  3. 3. Content Distribution Site Structure Analytics https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategy http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
  4. 4. DESTINATION and DISTRIBUTION
  5. 5. Maybe customers don’t go here, and never will
  6. 6. Formats Platforms The Idea User Journey https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategy http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
  7. 7. START WITH A USER JOURNEY
  8. 8. AWARENESS INTEREST DECISION ACTION AIDA Advocacy
  9. 9. HERO’S JOURNEY http://www.slideshare.net/mrjamescarson/story-telling-what-it-means-for-your-marketing http://www.smartinsights.com/content-management/content-marketing-creative-and-formats/using-storytelling-narratives-improve-marketing-mix/ Particular customer problems The customer as a persona How you help the customer overcome these problems How you help the customer master these problems How you create customer advocacy How you make new customers aware
  10. 10. A GOOD IDEA IS THE KERNEL OF STRATEGY
  11. 11. WHAT MAKES A GOOD IDEA?
  12. 12. AN IDEA IS NOTHING MORE OR LESS THAN A COMBINATION OF OLD ELEMENTS
  13. 13. TRUTHHow to get teenagers to not take up smoking
  14. 14. Cigarettes 4,000 chemicals
  15. 15. Cigarettes contain ammonia
  16. 16. so does dog poop
  17. 17. Cigarettes contain ammonia. So does dog poop.
  18. 18. Cigarettes contain ammonia. So does dog poop. CUT OUT YOUR OWN SIGN
  19. 19. Cigarettes contain ammonia. So does dog poop.
  20. 20. ONE IDEA OUTDOOR PRINT TV
  21. 21. Simply checking the boxes across every possible media channel is no longer enough to stand out. Each piece of creative should stand on its own as a great expression of the big idea. Tony Granger, Saatchi and Saatchi
  22. 22. CONTENT FORMATS
  23. 23. STOCK FLOW • Guides • How to • Category pages • News • Social updates • Blogs • Video • Infographics • Applications
  24. 24. CURATION •Referencing things that aren’t yours •Getting your community to contribute •Harnessing social to create content
  25. 25. MEAL SIZED CONTENT TYPES Snack Sized Bite Sized Regular Dinner Sized Super Sized
  26. 26. STOCK FLOW CONTENT TYPES Blog Social Product Features Product Pages Bespoke Content Updates the user of what’s happening Content Marketing for products Wow factor Rich information Stock pages for converting Flow / Curation Curation of the above, 3rd party curation Flow / Curation Flow / Stock Stock Holy Trinity
  27. 27. CONTENT PLATFORMS
  28. 28. CONTENT PLATFORMS AUDIENCE EARNED OWNED
  29. 29. CONTENT PLATFORMS AUDIENCE
  30. 30. CONTENT PLATFORMS CUSTOMER JOURNEY Awareness Interest Loyalty
  31. 31. CONTENT PLATFORMS CUSTOMER JOURNEY Awareness Interest Loyalty Small / bitesized statements Picture based statements Competitions & offers Large Assets
  32. 32. WHAT IS THE POINT OF YOUR CONTENT PLATFORMS? GOOD EXAMPLES
  33. 33. GOOD PLATFORMS DO ONE THING REALLY WELL
  34. 34. Formats Platforms The Idea User Journey https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategy http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department RECAP
  35. 35. THANKS @mrjamecarson james@digitalfactoid.com VIDEO ARTICLES INFOGRAPHICS EMAIL SOCIAL MEDIA SURVEYS BLOGS LONGFORM E-BOOKS

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