Channel Agnostic Content Strategy for Happy Marketers

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  • 1. ra lea Sc Bu W y CONTENT STRATEGY: & W dd nn CH ui OChannel-Agnostic Content Strategy t Q 13 Pa 20 for Happy Marketers 2 ) 01 (c ) 2 on (c tati ro sen e Pr k G Buddy Scalera SVP Content and Media Strategy Buddy.Scalera@ogilvy.com Twitter: @marketingbuddy
  • 2. Pr G e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc aleA Child’s Question ra
  • 3. 2010 New Discipline Pr G e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O2011 nn CH & W Bu W dd y Sc ale2012 ra
  • 4. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 5. G Pr e Case Study 600,000 years ago ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc a le ra
  • 6. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale Grok ra
  • 7. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 8. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 9. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 10. Grok’s Solution PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 11. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 12. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 Grok’s Message Worked… ui O nn CH & W Bu W dd y Sc ale ra
  • 13. PrG e ro sen So Did His Tribe… k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 14. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 15. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 16. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W Grok Simplified His Message… dd y Sc ale ra
  • 17. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 18. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 19. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 20. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH The Big Idea & W Bu W Advertising was the Medium to Share dd y Sc ale ra
  • 21. The Internet Has Gotten More Complex…. ra lea Sc Bu W y & W dd nn CH ui O t Q 13 Pa 20 2 ) 01 (c ) 2 on (c tati ro sen e Pr k G http://www.go-gulf.com/blog/60-seconds/
  • 22. Content Travels Across Platforms ra lea Sc Bu W y & W dd nn CH ui O t Q 13 Pa 20 2 ) 01 (c ) 2 on (c tati ro sen e Pr k G Users consume your content and messaging in ways that make sense for them
  • 23. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Content Is More than Text Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 24. Websites Events ra iPad & Rep le Details a ScIntelligent Content Strategy Channel Agnostic Content Bu W y & W ddToday’s realities: Digital Media nn CH Multi-dimensional criteria:• Audience consumes content and • Audiences ui O services through multiple • Channels t Q 13 channels Traditional Pa 20 • Devices Media• Content and services should be • Engagement levels 2 ) delivered in channel appropriate 01 (c format • Time of day/month/year ) 2 on Direct Mail (c tati• Carefully planned user • Geo-location experience should ensure easy- ro sen • Cultural consideration to-access, relevant and credible • Ethnographic e customer service Payer Pr k Marketing G
  • 25. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 A t Q 13 ui O nn CH & W (Personal) Case Study Bu W dd y Sc ale ra
  • 26. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 27. Patient Acquisition Buckets ra lea Sc Bu W y & W dd nn CH ui O Active t Q 13 Seeker Considering Solution Pa 20 2 ) 01 (c ) 2 on (c tati ro sen e Pr k G Pre- Patient Caregiver Seeker Seeker Seeker
  • 28. Asset Audit PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 29. Content Matrix PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra
  • 30. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 Lycanthrian Brand Footprint ui O nn CH & W Bu W dd y Sc ale ra
  • 31. Information ArchitectureWasn’t a One-Time Thing Home 0.0 ra a le Sc 4.0 1.0 2.0 3.0 Bu W Silver Bullet y & W About Lycanthrian Lunar Lycanthropy Getting Help dd Support Program nn CH ui O t Q 13 1.1 2.1 3.1 4.1 Pa 20 How to Take Symptoms Hair Care Discount Card 2 ) 01 (c ) 2 on (c tati 4.2 ro sen 1.2 2.2 3.2 Lunar Reminders e Side Effects Transmission Lifestyle Changes (CRM) Pr k G 4.3 2.3 3.3 Symptom Tracker Hereditary Factors Support Groups app G0.1 Press G0.2 Contact G0.3 Sitemap
  • 32. It Was Dynamic Home 0.0 ra a le Sc 4.0 1.0 2.0 3.0 Bu W Silver Bullet y & W About Lycanthrian Lunar Lycanthropy Getting Help dd Support Program nn CH ui O t Q 13 1.1 2.1 3.1 4.1 Pa 20 How to Take Symptoms Hair Care Discount Card 2 ) 01 (c ) 2 on (c tati 4.2 ro sen 1.2 2.2 3.2 Lunar Reminders e Side Effects Transmission Lifestyle Changes (CRM) Pr k G 4.3 1.3 2.3 3.3 Symptom Tracker Safety Hereditary Factors Support Groups app Phase 2
  • 33. And it Reflected Business Goals Home 0.0 ra a le Sc 4.0 1.0 2.0 3.0 Bu W Silver Bullet y & W About Lycanthrian Lunar Lycanthropy Getting Help dd Support Program nn CH ui O t Q 13 1.1 2.1 3.1 4.1 Pa 20 How to Take Symptoms Hair Care Discount Card 2 ) 01 (c ) 2 on (c tati 4.2 ro sen 1.2 2.2 3.2 Lunar Reminders e Side Effects Transmission Lifestyle Changes (CRM) Pr k G 4.3 1.3 2.3 3.3 Symptom Tracker Safety Hereditary Factors Support Groups app KPIs
  • 34. Users Do Not Navigate Our “Brand Story” Home 0.0 ra a le Sc 4.0 1.0 2.0 3.0 Bu W Silver Bullet y & W About Lycanthrian Lunar Lycanthropy Getting Help dd Support Program nn CH ui O t Q 13 1.1 2.1 3.1 4.1 Pa 20 How to Take Symptoms Hair Care Discount Card 2 ) 01 (c ) 2 on (c tati 4.2 ro sen 1.2 2.2 3.2 Lunar Reminders e Side Effects Transmission Lifestyle Changes (CRM) Pr k G 4.3 1.3 2.3 3.3 Symptom Tracker Safety Hereditary Factors Support Groups app
  • 35. Users Navigated How They Wanted Home 0.0 ra a le Sc 4.0 1.0 2.0 3.0 Bu W Silver Bullet y & W About Lycanthrian Lunar Lycanthropy Getting Help dd Support Program nn CH ui O t Q 13 1.1 2.1 3.1 4.1 Pa 20 How to Take Symptoms Hair Care Discount Card 2 ) 01 (c ) 2 on (c tati 4.2 ro sen 1.2 2.2 3.2 Lunar Reminders e Side Effects Transmission Lifestyle Changes (CRM) Pr k G 4.3 1.3 2.3 3.3 Symptom Tracker Safety Hereditary Factors Support Groups app
  • 36. They Don’t Always See Our Homepage Home 0.0 ra a le Sc 4.0 1.0 2.0 3.0 Bu W Silver Bullet y & W About Lycanthrian Lunar Lycanthropy Getting Help dd Support Program nn CH ui O t Q 13 1.1 2.1 3.1 4.1 Pa 20 How to Take Symptoms Hair Care Discount Card 2 ) 01 (c ) 2 on (c tati 4.2 ro sen 1.2 2.2 3.2 Lunar Reminders e Side Effects Transmission Lifestyle Changes (CRM) Pr k G 4.3 1.3 2.3 3.3 Symptom Tracker Safety Hereditary Factors Support Groups app
  • 37. Content Strategy = Business Planning for Content ra Phase 1 le a Launch Sc Bu W Phase 2 y & W dd Update nn CH ui O Content t Q 13Personalization Pa 20Maintenance 2 ) 01 (c ) 2 on CMS/db (c tati ro sen e Pr k G Metatags PDFs Linking Analytics Conversions
  • 38. Content Is Not Limited ra lea Sc Bu W y & W dd nn CH ui O Content Content t Q 13 & messaging & messaging Pa 20 on site external, social, 2 ) 01 (c viral ) 2 on (c tati ro sen e Pr k G
  • 39. The problem: Multiple Versions Results in… Message ra le Inconsistency a Sc Bu W y & W dd nn CH Fragmented User ui O Experience t Q 13 Pa 20 2 ) 01 (c Inefficient ) 2 on (c tati Management ro sen e Pr k G Regulatory Backlog
  • 40. WebChannels PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 Mobile ui OChannels nn CH Single Asset & W Bu W dd y Sc ale ra PrintChannels
  • 41. PrG e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Content is Liquid Sc ale ra
  • 42. Same contentavailable wherever, Content Repositorywhenever, however (No formatting: Just Text + Media Assets) ra le a Sc Bu W y & W dd Channel nn CH (Identifies device and loads appropriate style sheet) ui O t Q 13 Pa 20 2 ) 01 (c ) 2 on (c tati Presentation ro sen (Directions on how content must be styled/displayed) e Pr k G
  • 43. People Access Your Content for Different Reasons What they need when …is different than what they ra they are here… need when they are here. lea Sc Bu W y & W dd nn CH ui O t Q 13 Pa 20 2 ) 01 (c ) 2 on (c tati ro sen e Pr k G
  • 44. Phase 1 Launch Pr G e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Phase 2 Refresh Sc ale raPhase 3CRM/Pill+ Campaign
  • 45. ra lea Sc Bu W y & W dd nn CHContent strategy plans for the ui O t Q 13creation, publication, Pa 20 2 ) 01 (c ) 2 on& governance (c tati ro sen eof useful, usable content. Pr k G
  • 46. Plan of Action: Create Better Content…not More Content1. Ask a LOT of questions. ra lea2. Figure out what the customer wants. Sc Bu W y & W dd nn CH ui O3. See what you already have. t Q 13 Pa 20 2 ) 01 (c4. Think like a publisher. ) 2 on (c tati ro sen e5. Make it part of your process. Pr k G
  • 47. Plan of Action: Create Better Content…not More Content1. Ask a LOT of questions. ra lea2. Figure out what the customer wants. Sc Bu W y & W dd nn CH ui O3. See what you already have. t Q 13 Pa 20 2 ) 01 (c4. Think like a publisher. ) 2 on (c tati ro sen e5. Make it part of your process. Pr k G
  • 48. Plan of Action: Create Better Content…not More Content1. Ask a LOT of questions. ra lea2. Figure out what the customer wants. Sc Bu W y & W dd nn CH ui O3. See what you already have. t Q 13 Pa 20 2 ) 01 (c4. Think like a publisher. ) 2 on (c tati ro sen e5. Make it part of your process. Pr k G
  • 49. Plan of Action: Create Better Content…not More Content1. Ask a LOT of questions. ra lea2. Figure out what the customer wants. Sc Bu W y & W dd nn CH ui O3. See what you already have. t Q 13 Pa 20 2 ) 01 (c4. Think like a publisher. ) 2 on (c tati ro sen e5. Make it part of your process. Pr k G
  • 50. Plan of Action: Create Better Content…not More Content1. Ask a LOT of questions. ra lea2. Figure out what the customer wants. Sc Bu W y & W dd nn CH ui O3. See what you already have. t Q 13 Pa 20 2 ) 01 (c4. Think like a publisher. ) 2 on (c tati ro sen e5. Make it part of your process. Pr k G
  • 51. Plan of Action: Create Better Content…not More Content1. Ask a LOT of questions. ra lea2. Figure out what the customer wants. Sc Bu W y & W dd nn CH ui O3. See what you already have. t Q 13 Pa 20 2 ) 01 (c4. Think like a publisher. ) 2 on (c tati ro sen e5. Make it part of your process. Pr k G
  • 52. Grok Art by Pat QuinnBuddy Scalera@marketingbuddyBuddy.Scalera@ogilvy.com Pr G e ro sen k (c tati ) 2 on 01 (c 2 ) Pa 20 t Q 13 ui O nn CH & W Bu W dd y Sc ale ra