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Content marketing sb 011812

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sample content marketing presentation for internal stakeholders.

sample content marketing presentation for internal stakeholders.

Published in: Business, Technology

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  • 1. AT&T Ad Solutions Content MarketingJanuary 2012 “Connected consumers are only growing in size, magnitude and influence. Ignoring them is a step toward digital Darwinism. Knowing your customer is one thing. But, understanding how they make decisions and participating in that process influences behavior while building meaningful relationships.” –Brian Solis, Fast CompanyAT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  • 2. Inbound Marketing Isn’t Enough… Welcome to content marketing The average person is exposed to about 5,000 ads per day! (Research firm Yankelovich) Buyers have tuned out marketing because they can. Businesses must respond by reaching prospects in new ways.Content marketing is the butter to our inbound marketingbread.It’s how a brand creates, delivers and governs original or curatedcontent to attract, retain and upsell customers, positioning thebrand as a credible expert to motivate a change in behavior.2 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  • 3. Where’s the Butter? In our key players – the AdSolutions team, marketing teams, sales teams and our audience. … and our ongoing, evolving story which includes: •A central narrative •An editorial strategy including voice, messaging, consistency and tone •Audience participation - personalized conversations will increase our digital footprint. •Content subjects and types to bait the hook of our story •Channels to distribute content to the right audience on the right platforms3 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  • 4. Building a Network Through StoriesWhat we have:• Sales collateral (Reports, presentations surveys, market facts)• Atti Local Insights Report (Seasonal, infographics)• E-newsletters from 1800-get-real (articles)• The Real Proof (video testimonials)• Small business.att.com (articles, stats, demos)• Case Studies from ASCP• Yp.com (blog links for pertinent articles)• Other Atti content (whitepapers)• YouTube channel (videos)• Flickr: photosharing4 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  • 5. What we needTo stop pushing. Start attracting. Stop interrupting. Start engaging.1. Develop a consistent tone and editorial strategy.A food court / programming mix of:70% bread and butter20% to innovate the stuff that works10% high riskan editorial and social media calendar with:•Our own features and days of the week to promo feature content, ex: – “A Day in the Life of” - profile pieces•How-to-guides (below)•“What X movie taught me about marketing strategy”•“dos and don’t’s in __”•Know Your SEO•Marketing priorities from other depts. (sales) and seasonal promos 2. An arsenal of resources like small business bloggers, guest and expert bloggers, and developing content types such as: • live blogging, vlogs • webinars • our ‘greatest hits’ packets • bundled data packets/pdfs to attract signups, playbooks • piecemeal stats  infographics, rotating modules • product selectors/quizzes /checklists • User and peer created content • Guest blogger SMBs and experts • Live chats and events • Contests our SMBs will love and then use to attract clients • Polls – not just in the newsletter • Data visualization • Virtual bulletin boards • Foursquare 1015 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  • 6. Gap Analysis6 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  • 7. Appendix7 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  • 8. TheCONTENTDISCOVER Grand Roadmap Jan-Feb Feb-Mar Mar-April April-MayContent readability ×SMB research / segmentation ×Stakeholder interviews and agendas ×Inventory and audit all content ×Content owners –processes ×Workflow and timelines × xAccessibility requirements, success metrics ×DEFINE CONTENT ×Core messaging xStyle guide xTopics and transactions × xWorkflow design, resource planning,training, hiring and budget × xRoles and descriptions xEditorial calendars – blog and social media xContent migration plans – establish xcategories/taxonomy xMessage map xGovernance planDEVELOP CONTENT xCMS Templates xCopywriting xVideo/audio creation, PDFs, infographics xRefine editorial calendar xEstablish messaging hierarchy, features xSEO implementation, metadata guideDEPLOY CONTENT xRolling inventory 8 x AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distributionEditorial and metadata oversight xMetrics analysis
  • 9. Launch Overview Round 1: Research, audit, assign, create Phase 1 Phase 2 Phase 3 Phase 4 Jan Jan- Feb Feb-Mar Mar-Jun Round 2: Build out the team and integrate new platforms Phased approach allows for plan modifications as new information is discovered9 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution