C Doesn’t Stand for Chocolate: Making the Business Case for      Content Strategy                        Ahava Leibtag    ...
Today1. What is content and why is it important?2. Learning about:  – Content strategy  – Sales cycle  – Media3. Understan...
WHAT IS CONTENT?
It was the best of times, it was the worst of times, itwas the age of wisdom, it was the age of foolishness,it was the epo...
In the beginning Godcreated heaven and earth.
It is a truth universallyacknowledged, that a singleman in possession of a goodfortune, must be in want of awife.
Happy families areall alike; everyunhappy family isunhappy in its ownway.
A long, long time ago, in agalaxy far, far away…
Great relationships begin with    great conversations.
WHY BOTHER WITH CONTENT?
Content Becomes Marketing            Information         Content          Type            Distribution
Content Marketing Types•   Written articles•   Podcasts•   Video•   Photographs•   Infographics•   Slide Shows•   Whitepap...
VS.(DON’T GET CONFUSED)
Content Delivery Vehicles•   Websites•   Blogs•   Newsletters•   iTunes•   YouTube•   Facebook•   Twitter•   Slideshare
How does the conversation begin?In traditional media, you   On the Web, they startstart talking to them.      talking to y...
Every time a consumer interacts with your brand, there’s a conversation            taking place.
Brands and Content  A brand is a promise.
WHY CONTENT MATTERS
Different Types of Content•   Course Descriptions          •   Technology Necessary•   Student Records              •   Lo...
22
WHAT IS CONTENT STRATEGY?
Content Strategy BasicsContent strategy is concerned with 2 issues:1. Aligning your content with your business   goals2. H...
Content Strategy=       Digital Publishing Strategy1. Plan             1.   What does my audience                        ...
Content StrategyTakes the guesswork out ofexecution so creativity about    content can flourish.
THE SALES CYCLE
Classic Sales Funnel•   Emails/Contacts: Not yet leads,                Email Addresses/Contacts    just have entered the f...
DIFFERENT TYPES OF MEDIA
Media Today• Paid media• Owned media• Earned media
Paid Media• Search engine marketing• Advertising• Paid search (pay-per-click campaigns)  Attracts attention and traffic to...
Owned Media• Media you develop and use for your  organization• Digital content that lives on your:  – Website  – Social me...
Earned Media• Media generated by someone other than your  own company:  – Journalists  – Media outlets  – Bloggers  – Publ...
Content Drives Revenue!
UNDERSTAND THE C-SUITE
What do they care about?•   Increasing productivity•   Increasing revenue•   Reducing communication, travel, other costs• ...
Strategies that Work•   Set expectations•   Include them•   Keep them informed•   Publicly celebrate the wins
Overcoming Objections• It won’t work.• We don’t the time or resources.• Again, describe how it will affect the bottom  lin...
How to Start
“It is not the strongest of the species thatsurvives, nor the most intelligent, but theone most responsive to change.”― Ch...
Questions?Ahava LeibtagAha Media Group, LLCahava@ahamediagroup.comTwitter: ahavaL301-452-5331
"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)
"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)
"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)
"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)
"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)
"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)
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"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)

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Veteran Content Strategist Ahava Leibtag's (http://www.ahamedia.com) presentation really summed up Content Marketing by pointing out that it involves all types of content surrounding a topic - She reminds us to ask the following to create an effective content marketing strategy:
What does my audience need to know?
What are the best content types to get those messages across?
What technology platforms make the most sense? Which social media tools do we us?
How did we do? Can we do better?
How are we caring for our brand across the Web and within the ecosystem of content in our organizations?

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"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)

  1. 1. C Doesn’t Stand for Chocolate: Making the Business Case for Content Strategy Ahava Leibtag President Aha Media Group, LLC 3/13/13
  2. 2. Today1. What is content and why is it important?2. Learning about: – Content strategy – Sales cycle – Media3. Understanding the C-suite4. How to start
  3. 3. WHAT IS CONTENT?
  4. 4. It was the best of times, it was the worst of times, itwas the age of wisdom, it was the age of foolishness,it was the epoch of belief, it was the epoch ofincredulity, it was the season of Light, it was theseason of Darkness, it was the spring of hope, it wasthe winter of despair, we had everything before us,we had nothing before us, we were all going direct toHeaven, we were all going direct the other way.
  5. 5. In the beginning Godcreated heaven and earth.
  6. 6. It is a truth universallyacknowledged, that a singleman in possession of a goodfortune, must be in want of awife.
  7. 7. Happy families areall alike; everyunhappy family isunhappy in its ownway.
  8. 8. A long, long time ago, in agalaxy far, far away…
  9. 9. Great relationships begin with great conversations.
  10. 10. WHY BOTHER WITH CONTENT?
  11. 11. Content Becomes Marketing Information Content Type Distribution
  12. 12. Content Marketing Types• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data
  13. 13. VS.(DON’T GET CONFUSED)
  14. 14. Content Delivery Vehicles• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare
  15. 15. How does the conversation begin?In traditional media, you On the Web, they startstart talking to them. talking to you and asking your questions.
  16. 16. Every time a consumer interacts with your brand, there’s a conversation taking place.
  17. 17. Brands and Content A brand is a promise.
  18. 18. WHY CONTENT MATTERS
  19. 19. Different Types of Content• Course Descriptions • Technology Necessary• Student Records • Locations Information• Legal Information • Health Clinics Information• Consent Forms • Grading Policies• Professor Bios • Mission & Values• Education Regulations • Contact Information• Institutional Information • Financial Information• Student Blogs • Graduation Policies• Researchers Blogs • Student Insurance Information• Campus Descriptions • Dorm Policies• Student Health Information • Campus Security• Academic Policies • Family and Visitor Information• Student Handbook 21
  20. 20. 22
  21. 21. WHAT IS CONTENT STRATEGY?
  22. 22. Content Strategy BasicsContent strategy is concerned with 2 issues:1. Aligning your content with your business goals2. Helping your users accomplish their goals
  23. 23. Content Strategy= Digital Publishing Strategy1. Plan 1. What does my audience need to know?2. Create 2. What are the best content types to get those messages3. Publish & across? Distribute  3. What technology platforms make the most sense? Which4. Analyze social media tools do we us? 4. How did we do? Can we do5. Govern better? 5. How are we caring for our brand across the Web and within the ecosystem of content in our organizations? 27
  24. 24. Content StrategyTakes the guesswork out ofexecution so creativity about content can flourish.
  25. 25. THE SALES CYCLE
  26. 26. Classic Sales Funnel• Emails/Contacts: Not yet leads, Email Addresses/Contacts just have entered the funnel Marketing• Engaged: Show real engagement by downloading content, opening Engaged an email, commenting on a blog Nurturing post Prospect & Database• Prospect: Qualified but are not Recycled ready to buy (decision makers?)• Lead: Prospects that show enough Lead behavioral engagement that we want to call them• Sales lead: Qualified by sales Sales Sales Lead• Opportunity: Part of the active pipeline Opport• Customer: They have bought an unity product or solution• Upsell and retain: Keep them Custo buying mer
  27. 27. DIFFERENT TYPES OF MEDIA
  28. 28. Media Today• Paid media• Owned media• Earned media
  29. 29. Paid Media• Search engine marketing• Advertising• Paid search (pay-per-click campaigns) Attracts attention and traffic to nurture new leads.
  30. 30. Owned Media• Media you develop and use for your organization• Digital content that lives on your: – Website – Social media channels Establish and own your voice.
  31. 31. Earned Media• Media generated by someone other than your own company: – Journalists – Media outlets – Bloggers – Public relations vendors working to create buzz about your products or services Can gain you credibility. Can also damage you.
  32. 32. Content Drives Revenue!
  33. 33. UNDERSTAND THE C-SUITE
  34. 34. What do they care about?• Increasing productivity• Increasing revenue• Reducing communication, travel, other costs• Improving employee job satisfaction• Outdoing the competition
  35. 35. Strategies that Work• Set expectations• Include them• Keep them informed• Publicly celebrate the wins
  36. 36. Overcoming Objections• It won’t work.• We don’t the time or resources.• Again, describe how it will affect the bottom line?• How can you be sure we will say the right thing?• What will legal say?
  37. 37. How to Start
  38. 38. “It is not the strongest of the species thatsurvives, nor the most intelligent, but theone most responsive to change.”― Charles Darwin
  39. 39. Questions?Ahava LeibtagAha Media Group, LLCahava@ahamediagroup.comTwitter: ahavaL301-452-5331

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