Content Strategy: The Keys Unlocking Scalable Marketing Content

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CONTENT STRATEGY: Unlock Scalable Content to Ensure a Resonate Online Consumer Message - Presented by Buddy Scalera at Content Marketing World | Health Summit 2012. Explore the user journey and how content messaging can be provided at every step of the consumer continuum. Includes a case study with everybody's favorite comic book cave man Grok.

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  • V1a 8/23/12V1b 8/25/12V1c 8/28/12V1e 8/30/12V1f /1f-b 9/2/12V1g 9/5/12V1i 9/10/12 CarissaV1j 9/11/12
  • http://www.mfiles.co.uk/what-is-music.htm
  • Grok had a problem – People kept eating the wrong berries. Some would get sick, others would die
  • Grok could tell people which berries, but they would forget
  • Grok had an idea. Draw it on the cave wall. Good berry, bad berry
  • The strategy worked. Grok’s people learned the good berries from the bad berries. They stopped dying from this very preventable mistake.
  • With this, Grok became the very first public health official
  • His daughter met a nice cave-guy and wanted to move away.– She rolls her teenage cave-girl eyes at Grok
  • Grok had a new challenge. How to spread his health message to an increasingly large and spread out tribe?
  • http://gvfloral.blogspot.com/2011/05/tips-for-giving-flowers-to-your.htmlStrategy vs Tactics - Planning, managing, technology, etc - vs “creating” which is a small partYou’re wasting money, wasting time, and maybe even damaging your brandContent strategy is a process (and it’s never really done)
  • Remove for leave behind
  • Remove for leave behind
  • http://www.contentmarkContent strategy enables you to maximize your content message, reach the right audience, evolve with new trends, leverage new channels, and save moneyIt’s like a business plan for your content.etinginstitute.com/2011/04/5-things-about-content-strategy/
  • Your message may not need to last 600,000,000 years. But you should feel good to know that healthcare message are important now as they were at the dawn of time. And with a good message, a strong content strategy, and a determination to get the right message to the right person at the right time, we can just as effective as Grok was 6000000 years go. Because if you really think about it, the reason we’re all here today is in some small part because Grok was able to share an effective health message.Act 3• Tie Grok’s story back to pharmaceutical content strategy• Health messages are still important, even if the message is distributed through modern digital channels• It still must be appropriate to the audience, shared in a language they understand with a clear call to action• Story – even if it’s not a “once upon a time” fairytale --is still a method that humans understand….why? Because Grok survived, thrived, and we are all in some way, descendents of his tribe (taking some literary license here, but…) Epilogue• Grok and all storytellers recognize the power of communications and content strategy helps brand marketers to share an effective message• Health messages are essential stories that people need and will listen to if it is relevant to them• Your message may not need to last 600,000 years, but, hey, you never know….
  • Content Strategy: The Keys Unlocking Scalable Marketing Content

    1. 1. CONTENT STRATEGY: Unlock the Keys to Scalable Content to Ensure a Resonate Online Consumer Message Buddy Scalera, SVP Content Strategy and Media Buddy.Scalera@ogilvy.com Twitter: @marketingbuddy Presented at Content Marketing World | Health Summit 2012
    2. 2. A Child’s Question
    3. 3. Content strategy plans for the creation, publication, & governance of useful, usable content. What Is Content Strategy?
    4. 4. New Discipline 2010 2011
    5. 5. Case Study 600,000 years ago
    6. 6. Grok
    7. 7. Grok’s Solution
    8. 8. Grok’s Message Worked…
    9. 9. So Did His Tribe…
    10. 10. Grok Simplified His Message…
    11. 11. Advertising was the Medium to Share The Big Idea
    12. 12. The Internet Has Gotten More Complex…. http://www.go-gulf.com/blog/60-seconds/
    13. 13. Content Travels Across Platforms Users consume your content and messaging in ways that make sense for them
    14. 14. Content Strategy for Pharma
    15. 15. Websites Events iPad & Rep Details Digital Media Traditional Media Direct Mail Payer Marketing Today’s realities: • Audience consumes content and services through multiple channels • Content and services should be delivered in channel appropriate format • Carefully planned user experience should ensure easy- to-access, relevant and credible customer service Multi-dimensional criteria: • Audiences • Channels • Devices • Engagement levels • Time of day/month/year • Geo-location • Cultural consideration • Ethnographic Content Strategy Channel Agnostic Content
    16. 16. Venn-dow of Opportunity What You Have What They Want Content Consumers Make Decisions Based on Content
    17. 17. Content Marketing Is Like a First Date
    18. 18. Content Is More than Text
    19. 19. …and not always consumed the way you think
    20. 20. Your Dream House
    21. 21. Let’s Compare….
    22. 22. A (Personal) Case Study
    23. 23. Patient Acquisition Buckets Seeker Considering Active Solution Pre- Seeker Patient Seeker Caregiver Seeker
    24. 24. Asset Audit
    25. 25. Content Matrix
    26. 26. Lycanthrian Brand Footprint
    27. 27. Information Architecture Wasn’t a One-Time Thing G0.1 Press G0.3 SitemapG0.2 Contact Home 0.0 1.0 About Lycanthrian 1.1 How to Take 1.2 Side Effects 2.0 Lunar Lycanthropy 2.1 Symptoms 2.2 Transmission 2.3 Hereditary Factors 3.0 Getting Help 3.1 Hair Care 3.2 Lifestyle Changes 3.3 Support Groups 4.0 Silver Bullet Support Program 4.1 Discount Card 4.2 Lunar Reminders (CRM) 4.3 Symptom Tracker app
    28. 28. Home 0.0 1.0 About Lycanthrian 1.1 How to Take 1.2 Side Effects 1.3 Safety 2.0 Lunar Lycanthropy 2.1 Symptoms 2.2 Transmission 2.3 Hereditary Factors 3.0 Getting Help 3.1 Hair Care 3.2 Lifestyle Changes 3.3 Support Groups 4.0 Silver Bullet Support Program 4.1 Discount Card 4.2 Lunar Reminders (CRM) 4.3 Symptom Tracker app It Was Dynamic Phase 2
    29. 29. And it Reflected Business Goals KPIs Home 0.0 1.0 About Lycanthrian 1.1 How to Take 1.2 Side Effects 1.3 Safety 2.0 Lunar Lycanthropy 2.1 Symptoms 2.2 Transmission 2.3 Hereditary Factors 3.0 Getting Help 3.1 Hair Care 3.2 Lifestyle Changes 3.3 Support Groups 4.0 Silver Bullet Support Program 4.1 Discount Card 4.2 Lunar Reminders (CRM) 4.3 Symptom Tracker app
    30. 30. Home 0.0 1.0 About Lycanthrian 1.1 How to Take 1.2 Side Effects 1.3 Safety 2.0 Lunar Lycanthropy 2.1 Symptoms 2.2 Transmission 2.3 Hereditary Factors 3.0 Getting Help 3.1 Hair Care 3.2 Lifestyle Changes 3.3 Support Groups 4.0 Silver Bullet Support Program 4.1 Discount Card 4.2 Lunar Reminders (CRM) 4.3 Symptom Tracker app Users Do Not Navigate Our “Brand Story”
    31. 31. Home 0.0 1.0 About Lycanthrian 1.1 How to Take 1.2 Side Effects 1.3 Safety 2.0 Lunar Lycanthropy 2.1 Symptoms 2.2 Transmission 2.3 Hereditary Factors 3.0 Getting Help 3.1 Hair Care 3.2 Lifestyle Changes 3.3 Support Groups 4.0 Silver Bullet Support Program 4.1 Discount Card 4.2 Lunar Reminders (CRM) 4.3 Symptom Tracker app Users Navigated How They Wanted
    32. 32. They Don’t Always See Our Homepage Home 0.0 1.0 About Lycanthrian 1.1 How to Take 1.2 Side Effects 1.3 Safety 2.0 Lunar Lycanthropy 2.1 Symptoms 2.2 Transmission 2.3 Hereditary Factors 3.0 Getting Help 3.1 Hair Care 3.2 Lifestyle Changes 3.3 Support Groups 4.0 Silver Bullet Support Program 4.1 Discount Card 4.2 Lunar Reminders (CRM) 4.3 Symptom Tracker app
    33. 33. Content Strategy = Business Planning for Content Phase 1 Launch Phase 2 Update Content Personalization Metatags PDFs Linking Analytics Conversions Maintenance CMS/db
    34. 34. Content Is Not Limited Content & messaging on site Content & messaging external, social, viral
    35. 35. People Access Your Content for Different Reasons What they need when they are here… …is different than what they need when they are here.
    36. 36. Phase 1 Launch Phase 2 Refresh Phase 3 CRM/Pill+ Campaign
    37. 37. Content strategy plans for the creation, publication, & governance of useful, usable content.
    38. 38. Plan of Action: Create Better Content…not More Content 1. Ask a LOT of questions. 2. Figure out what the customer wants. 3. See what you already have. 4. Think like a publisher. 5. Make it part of your process.
    39. 39. GrokArtbyPatQuinn|©BuddyScalera&PatQuinn Buddy Scalera @marketingbuddy Buddy.Scalera@ogilvy.com

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