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BITB -- Content as an Asset
 

BITB -- Content as an Asset

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Sara Wachter-Boettcher's presentation at agencyside's "Back in the Black" account team training.

Sara Wachter-Boettcher's presentation at agencyside's "Back in the Black" account team training.

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    BITB -- Content as an Asset BITB -- Content as an Asset Presentation Transcript

    • Content as an Asset Sara Wachter-Boettcher, Off Madison Ave Back in the Black: April 28 – 29, 2011
    • WHY CONTENT?
    • Content is everywhere.
    • Content can be powerful.
      • Content entertains and engages.
      • Content educates and informs.
      • Content makes us buy.
    • Publishing is now the easy part. Creative Commons / Valeriana Solaris
    • Perhaps too easy.
      • What do we do with…
        • Too much content?
        • Messy content?
        • Bad content?
      Content is complicated.
    • MAKING CONTENT WORK
      • Content strategy helps us make smart business decisions by planning for content that’s useful, usable, compelling and findable.
      • It creates a system for how content should be created, published, managed and maintained.
    •  
    • Content strategy defines the content lifecycle.
      • Content marketing creates and publishes content to attract and engage with valuable, relevant information.
      • It drives action by building credibility and loyalty between businesses and their target audiences.
      • Content marketing comes in many shapes.
    • The key is, “good content marketing makes a person stop…read…think… behave…differently.” - Joe Pulizzi
    • Content promotion includes syndication and social sharing of content. An extension of content marketing, promotion is how relevant content reaches and acquires audiences.
      • It’s about finding the right vehicle.
      From FolksInPublic.com / via Chris Sietsema
    • CONTENT MEANS BUSINESS
    • It’s a content economy.
      • Customers trade their attention for your clients’ content – if that content informs, educates, inspires or entertains.
      • In this way, your clients can make their content an asset…or a liability.
    • It’s an agency opportunity.
      • We’ve always created content.
      • Ad campaigns
      • Brochures
      • Press releases
      • Media kits
      • Corporate reports
    • You have the tools to recognize and shape great content. Your clients may not.
    • It’s your friend.
        • What’s in it for account managers? How about:
          • Easier project management. Clear content plans prevent last-minute scrambling.
          • Projects that ship on time. No more waiting for clients to “put their content together.”
          • New uses for old skill sets. Traditional copywriting, editorial or communications people can learn this – and do it well .
          • A new revenue source. Content takes expertise. Get paid for yours.
    • BUYING IN
    • It’s already happening.
      • Who hires content strategists? These guys:
    • What role will you play?
      • Content strategy is a process, not a widget. Be open to:
      • Partnership between agency and client. Fewer grand presentations; more honest discussions.
      • A consultative relationship. You don’t have to do it all – you’re often there to advise.
      • Relying on internal experts. Clients know their business better than you. Use them.
    • Find your fit.
    • Thank You Sara Wachter-Boettcher saraw@offmadisonave.com @sara_ann_marie