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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Transcript

  • 1. Content as an Asset Sara Wachter-Boettcher, Off Madison Ave Back in the Black: April 28 – 29, 2011
  • 2. WHY CONTENT?
  • 3. Content is everywhere.
  • 4. Content can be powerful.
  • 5.
    • Content entertains and engages.
  • 6.
    • Content educates and informs.
  • 7.
    • Content makes us buy.
  • 8. Publishing is now the easy part. Creative Commons / Valeriana Solaris
  • 9. Perhaps too easy.
  • 10.
    • What do we do with…
      • Too much content?
      • Messy content?
      • Bad content?
    Content is complicated.
  • 11. MAKING CONTENT WORK
  • 12.
    • 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.
  • 13.  
  • 14. Content strategy defines the content lifecycle.
  • 15.
    • 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.
  • 16.
    • Content marketing comes in many shapes.
  • 17. The key is, “good content marketing makes a person stop…read…think… behave…differently.” - Joe Pulizzi
  • 18. Content promotion includes syndication and social sharing of content. An extension of content marketing, promotion is how relevant content reaches and acquires audiences.
  • 19.
    • It’s about finding the right vehicle.
    From FolksInPublic.com / via Chris Sietsema
  • 20. CONTENT MEANS BUSINESS
  • 21. 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.
  • 22. It’s an agency opportunity.
    • We’ve always created content.
    • Ad campaigns
    • Brochures
    • Press releases
    • Media kits
    • Corporate reports
  • 23. You have the tools to recognize and shape great content. Your clients may not.
  • 24. 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.
  • 25. BUYING IN
  • 26. It’s already happening.
    • Who hires content strategists? These guys:
  • 27. 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.
  • 28. Find your fit.
  • 29. Thank You Sara Wachter-Boettcher saraw@offmadisonave.com @sara_ann_marie