Content Marketing and
Content Strategy: A Peaceful
Coexistence?
Ahava Leibtag
President
Aha Media Group
@ahavaL #pcsm
@ahavaL 2
Every minute…
• YouTube users upload 48 hours of video
• Facebook users share 684,478 pieces of
content
• Instagram users ...
Demanding?
The average brand organization is
responsible for the content demands of
178 social media properties, plus
webs...
Impossible?
The average American is bombarded by
5,000 messages a day.
--The New York Times (1988)
@ahavaL 5
To build an audience of
50 million
58 years
@ahavaL 6
To build an audience of
50 million
58 years
14 years
@ahavaL 7
To build an audience of
50 million
58 years
14 years
4 years
@ahavaL 8
To build an audience of
50 million
58 years
14 years
4 years
3.6 years
@ahavaL 9
To build an audience of
50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
@ahavaL 10
Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
...
Today
• Understanding content
• Defining content strategy
• Defining content marketing
• How to do your job like a superhe...
UNDERSTANDING CONTENT
@ahavaL 13
@ahavaL 14
@ahavaL 15
@ahavaL 16
@ahavaL 17
The Wall of Words
Evidence for Global Warming:
Degradation of Earth's Atmosphere; Temperature Rise; Glacial Melting and Se...
@ahavaL 19
Content Reveals the Flaws in a Business
All organizations need to know:
• To whom are you talking?
• Who are you?
• What are you trying to say?
• When do you say ...
They also need to know:
• Internally who is responsible for all the
different phases of a content strategy?
• Plan
• Creat...
@ahavaL 22
Want to win at content?
@ahavaL 23
Content is a conversation.
@ahavaL 24
To whom are we
talking? 
@ahavaL 25
To whom are we
talking? 
Who is our customer?
@ahavaL 26
Who are we? 
@ahavaL 27
Who are we? 
Who is our brand?
@ahavaL 28
CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
@ahavaL 29
@ahavaL 30
@ahavaL 31
Content Formats
• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Sur...
VS.
(DON’T GET CONFUSED)
@ahavaL 33
Content Delivery Tools
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare
@ahavaL 34
@ahavaL 35
@ahavaL 36
DEFINING CONTENT STRATEGY
@ahavaL 37
Content Strategy:
• Align with business objectives
• Support users in accomplishing tasks
www.ahamediagroup.com 38
Busines...
Content Strategy Has 2 Parts
• External Messaging: Answer the 5
essential questions
• Internal Workflow: How do we create ...
Content is a Conversation:
5 Questions You MUST Ask
1. To whom are we speaking?
2. Who are we? (as a brand?)
3. What are w...
Part #1 of Content Strategy:
External Messaging
External Messaging Questions
• To whom are you speaking? 
• Who are you? ...
To Whom Are We Speaking?: Personas
www.ahamediagroup.com 42
Customer Journey Maps
www.ahamediagroup.com 43
Who are we?: Identity Pillars
Current Identity Pillars  Future Identity Pillars




www.ahamediagroup.com 44
www.ahamediagroup.com 45
FOR EXAMPLE
Identity Pillars
www.ahamediagroup.com 46
Current Identity Pillars  Future Identity Pillars
CHEAP 



Identity Pillars
Current Identity Pillars  Future Identity Pillars
CHEAP  AFFORDABLE



www.ahamediagroup.com 47
What Are We Trying to Say?:
Messaging Architecture
www.ahamediagroup.com 48
Current Content Pillars Future Content Pillars...
Messaging Architecture
www.ahamediagroup.com 49
Current Content Pillars Future Content Pillars % Articulation Statement Me...
Messaging Architecture
www.ahamediagroup.com 50
Current Content Pillars Future Content Pillars % Articulation Statement Me...
Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABL...
How Do We Say It?:
Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny h...
Voice
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic...
Voice
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic...
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympatheti...
When and Where Do We Say It?:
Editorial Calendar
www.ahamediagroup.com 56
Part #2 of Content Strategy:
Internal Workflow
www.ahamediagroup.com 57
The Very Dreaded
Roles and Responsibilities
@ahavaL 58
Our Goal
To create a cohesive and sustainable
strategy for creating, producing and
managing content that clearly defines
r...
@ahavaL 60
DEFINE CONTENT MARKETING
@ahavaL 61
Goals of Content Marketing
1. Attract: Create content that will draw prospects like
bees to a blossoming flower
2. Acquire...
#1: Attract
@ahavaL 63
#1: Attract
@ahavaL 64
#2: Acquire
@ahavaL 65
#3: Engage or Connect
@ahavaL 66
#3: Engage or Connect
@ahavaL 67
#3: Engage or Connect
@ahavaL 68
#4: Drive Profitable Action
@ahavaL 69
@ahavaL 70
@ahavaL 71
@ahavaL 72
@ahavaL 73
@ahavaL 74
@ahavaL 75
@ahavaL 76
@ahavaL 77
@ahavaL 78
BE A CONTENT SUPERHERO
@ahavaL 79
1. Listen
@ahavaL 80
2. People, Process, Technology
@ahavaL 81
3. Advocate for Systems
@ahavaL 82
@ahavaL 83
4. Iterate
@ahavaL 84
@ahavaL 85
Content is a product.
@ahavaL 86
The Iteration Roadmap
1. Process Evaluation: What does our
current process look like?
2. Review of past projects: Let’s ex...
@ahavaL 88
Who said?
“Getting an audience is hard. Sustaining
an audience is hard. It demands a
consistency of thought, of purpose, a...
@ahavaL 90
Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
@ahavaL
THANK YOU!
91
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Content Marketing and Content Strategy: A Peaceful Coexistence?

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Align your content with your business objectives. Learn how content strategy and content marketing can both help you do that.

Published in: Internet, Marketing

Content Marketing and Content Strategy: A Peaceful Coexistence?

  1. 1. Content Marketing and Content Strategy: A Peaceful Coexistence? Ahava Leibtag President Aha Media Group
  2. 2. @ahavaL #pcsm @ahavaL 2
  3. 3. Every minute… • YouTube users upload 48 hours of video • Facebook users share 684,478 pieces of content • Instagram users share 3,600 new photos • Tumblr sees 27,778 new posts published @ahavaL 3
  4. 4. Demanding? The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events. --The Altimeter Group (2013) @ahavaL 4
  5. 5. Impossible? The average American is bombarded by 5,000 messages a day. --The New York Times (1988) @ahavaL 5
  6. 6. To build an audience of 50 million 58 years @ahavaL 6
  7. 7. To build an audience of 50 million 58 years 14 years @ahavaL 7
  8. 8. To build an audience of 50 million 58 years 14 years 4 years @ahavaL 8
  9. 9. To build an audience of 50 million 58 years 14 years 4 years 3.6 years @ahavaL 9
  10. 10. To build an audience of 50 million 58 years 14 years 4 years 3.6 years 80 Source: ComScore @ahavaL 10
  11. 11. Modern Marketing Challenges • Ads don’t have the same power (esp. in digital) • Reduced attention • Lack of brand loyalty • Social sharing @ahavaL 11
  12. 12. Today • Understanding content • Defining content strategy • Defining content marketing • How to do your job like a superhero @ahavaL 12
  13. 13. UNDERSTANDING CONTENT @ahavaL 13
  14. 14. @ahavaL 14
  15. 15. @ahavaL 15
  16. 16. @ahavaL 16
  17. 17. @ahavaL 17
  18. 18. The Wall of Words Evidence for Global Warming: Degradation of Earth's Atmosphere; Temperature Rise; Glacial Melting and Sealevel Rise; Ocean Acidity; Ozone Holes; Vegetation Response Introduction "Global change". "Greenhouse effect". "Global warming". The media are full of statements, concerns, guesses, and speculation about these phenomena, as scientists and policy-makers around the world struggle to address recent scientific observations that indicate human activities impact our environment. And yet, each of these is a "natural" phenomenon, as are many others. Hurricanes, droughts, and monsoons all occur without any control by humans to initiate, forestall or moderate them. Most readers of this Tutorial already know that global warming is literally a "hot" topic. For those still with relative unfamiliarity, we recommend this Wikpedia review: effects of global warming. This page considers the nature of and evidence for global warming. There seems almost no doubt that the Earth's climate has been steadily warming overall in the last hundred years: global warming is a fact - a reality. The nagging question - still unanswered to everyone's satisfaction - is: How much of the quantified increase of about 1° C in that time interval is just due to a natural trend probably related to glacial cycles (which themselves are temperature-dependent) and how much is additional warming accelerated by human activity as the industrial revolution reaches rapidly increasing levels? The present page provides an overview of some of the answers to this question. Since it was first written, the writer (NMS) has encountered new lines of evidence - pro and con. Rather than try to splice these into the text, I have elected to add a new page (16-2a), accessed at the bottom of this page. Most people who follow the news accounts of global warming have come to realize that the primary culprit is human contributions of heat- affecting gases into the atmosphere as these are released by everyday processes such as burning coal to produce electricity and consuming gasoline to run automobiles. The most blamed gas is carbon dioxide (CO2), but carbon monoxide, methane, sulphur dioxide, and other gases also contribute. The United States is often cited as the principal polluting nation, although now China and India - each with more than a billion people, many of whom are now driving cars - are becoming major players. In the U.S., cities and surrounding metropolitan areas are the chief sources of CO2, as evident in this map made from ground and aerial sounding monitors but also containing some input from satellite measurements @ahavaL 18
  19. 19. @ahavaL 19 Content Reveals the Flaws in a Business
  20. 20. All organizations need to know: • To whom are you talking? • Who are you? • What are you trying to say? • When do you say it? • Where do you say it? @ahavaL 20
  21. 21. They also need to know: • Internally who is responsible for all the different phases of a content strategy? • Plan • Create • Publish • Distribute • Analyze • Govern @ahavaL 21
  22. 22. @ahavaL 22
  23. 23. Want to win at content? @ahavaL 23
  24. 24. Content is a conversation. @ahavaL 24
  25. 25. To whom are we talking?  @ahavaL 25
  26. 26. To whom are we talking?  Who is our customer? @ahavaL 26
  27. 27. Who are we?  @ahavaL 27
  28. 28. Who are we?  Who is our brand? @ahavaL 28
  29. 29. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL 29
  30. 30. @ahavaL 30
  31. 31. @ahavaL 31
  32. 32. Content Formats • Written articles • Podcasts • Video • Photographs • Infographics • Slide Shows • Whitepapers • Polls/Survey data @ahavaL 32
  33. 33. VS. (DON’T GET CONFUSED) @ahavaL 33
  34. 34. Content Delivery Tools • Websites • Blogs • Newsletters • iTunes • YouTube • Facebook • Twitter • Slideshare @ahavaL 34
  35. 35. @ahavaL 35
  36. 36. @ahavaL 36
  37. 37. DEFINING CONTENT STRATEGY @ahavaL 37
  38. 38. Content Strategy: • Align with business objectives • Support users in accomplishing tasks www.ahamediagroup.com 38 Business Goals User Tasks
  39. 39. Content Strategy Has 2 Parts • External Messaging: Answer the 5 essential questions • Internal Workflow: How do we create a repeatable, sustainable content lifecycle? www.ahamediagroup.com 39
  40. 40. Content is a Conversation: 5 Questions You MUST Ask 1. To whom are we speaking? 2. Who are we? (as a brand?) 3. What are we trying to say? 4. How do we say it? 5. When and where do we say it? www.ahamediagroup.com 40
  41. 41. Part #1 of Content Strategy: External Messaging External Messaging Questions • To whom are you speaking?  • Who are you?  • What are you trying to say?  • How do you say it?  • When and where do you say it?  Content Strategy Tools • Personas • Identity Pillars • Messaging Architecture • Voice/Tone • Editorial Calendar www.ahamediagroup.com 41
  42. 42. To Whom Are We Speaking?: Personas www.ahamediagroup.com 42
  43. 43. Customer Journey Maps www.ahamediagroup.com 43
  44. 44. Who are we?: Identity Pillars Current Identity Pillars  Future Identity Pillars     www.ahamediagroup.com 44
  45. 45. www.ahamediagroup.com 45 FOR EXAMPLE
  46. 46. Identity Pillars www.ahamediagroup.com 46 Current Identity Pillars  Future Identity Pillars CHEAP    
  47. 47. Identity Pillars Current Identity Pillars  Future Identity Pillars CHEAP  AFFORDABLE    www.ahamediagroup.com 47
  48. 48. What Are We Trying to Say?: Messaging Architecture www.ahamediagroup.com 48 Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP 
  49. 49. Messaging Architecture www.ahamediagroup.com 49 Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE
  50. 50. Messaging Architecture www.ahamediagroup.com 50 Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE You can find the products you want, at the price you are looking for.
  51. 51. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE You can find the products you want, at the price you are looking for. • Our prices are consistently 20% lower than other retail chains • Robust coupon program www.ahamediagroup.com 51
  52. 52. How Do We Say It?: Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient www.ahamediagroup.com 52
  53. 53. Voice We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient www.ahamediagroup.com 53
  54. 54. Voice We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient www.ahamediagroup.com 54
  55. 55. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient www.ahamediagroup.com 55
  56. 56. When and Where Do We Say It?: Editorial Calendar www.ahamediagroup.com 56
  57. 57. Part #2 of Content Strategy: Internal Workflow www.ahamediagroup.com 57
  58. 58. The Very Dreaded Roles and Responsibilities @ahavaL 58
  59. 59. Our Goal To create a cohesive and sustainable strategy for creating, producing and managing content that clearly defines roles and responsibilities for content within your organization. www.ahamediagroup.com 59
  60. 60. @ahavaL 60
  61. 61. DEFINE CONTENT MARKETING @ahavaL 61
  62. 62. Goals of Content Marketing 1. Attract: Create content that will draw prospects like bees to a blossoming flower 2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact 3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base 4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals @ahavaL 62
  63. 63. #1: Attract @ahavaL 63
  64. 64. #1: Attract @ahavaL 64
  65. 65. #2: Acquire @ahavaL 65
  66. 66. #3: Engage or Connect @ahavaL 66
  67. 67. #3: Engage or Connect @ahavaL 67
  68. 68. #3: Engage or Connect @ahavaL 68
  69. 69. #4: Drive Profitable Action @ahavaL 69
  70. 70. @ahavaL 70
  71. 71. @ahavaL 71
  72. 72. @ahavaL 72
  73. 73. @ahavaL 73
  74. 74. @ahavaL 74
  75. 75. @ahavaL 75
  76. 76. @ahavaL 76
  77. 77. @ahavaL 77
  78. 78. @ahavaL 78
  79. 79. BE A CONTENT SUPERHERO @ahavaL 79
  80. 80. 1. Listen @ahavaL 80
  81. 81. 2. People, Process, Technology @ahavaL 81
  82. 82. 3. Advocate for Systems @ahavaL 82
  83. 83. @ahavaL 83
  84. 84. 4. Iterate @ahavaL 84
  85. 85. @ahavaL 85
  86. 86. Content is a product. @ahavaL 86
  87. 87. The Iteration Roadmap 1. Process Evaluation: What does our current process look like? 2. Review of past projects: Let’s examine 1 or 2 projects 3. Incorporate what you’ve learned: What can we change? @ahavaL 87
  88. 88. @ahavaL 88
  89. 89. Who said? “Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.” @ahavaL 89
  90. 90. @ahavaL 90
  91. 91. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com @ahavaL @ ahavaleibtag @ahavaL THANK YOU! 91
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