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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.
<ul><li>Content  entertains and engages. </li></ul>
<ul><li>Content   educates and informs. </li></ul>
<ul><li>Content  makes us buy. </li></ul>
Publishing  is now the easy part. Creative Commons / Valeriana Solaris
Perhaps  too easy.
<ul><li>What do we do with… </li></ul><ul><ul><li>Too much content? </li></ul></ul><ul><ul><li>Messy content? </li></ul></...
MAKING CONTENT WORK
<ul><li>Content strategy helps us make smart business decisions by planning for content that’s useful, usable, compelling ...
 
Content strategy defines the  content lifecycle.
<ul><li>Content marketing creates and publishes content to attract and engage with valuable, relevant information. </li></...
<ul><li>Content marketing comes in many shapes. </li></ul>
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 ...
<ul><li>It’s about finding  the right vehicle. </li></ul>From FolksInPublic.com / via Chris Sietsema
CONTENT MEANS BUSINESS
It’s a content economy. <ul><li>Customers trade their attention for your clients’ content – if that content informs, educa...
It’s an agency opportunity. <ul><li>We’ve always created content.  </li></ul><ul><li>Ad campaigns </li></ul><ul><li>Brochu...
You have the tools  to recognize and shape great content. Your clients may not.
It’s your friend. <ul><ul><li>What’s in it for account managers? How about:  </li></ul></ul><ul><ul><ul><li>Easier project...
BUYING IN
It’s already happening. <ul><li>Who hires content strategists? These guys: </li></ul>
What role will you play? <ul><li>Content strategy is a process, not a widget. Be open to: </li></ul><ul><li>Partnership be...
Find your fit.
Thank You Sara Wachter-Boettcher saraw@offmadisonave.com @sara_ann_marie
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BITB -- Content as an Asset

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

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Transcript of "BITB -- Content as an Asset"

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