“Thinking Outside the Content Marketing Strategy Trap”
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“Thinking Outside the Content Marketing Strategy Trap”

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Scott Abel, The Content Wrangler, will explore The Content Marketing Strategy Trap and how failing to avoid it often leads well-intentioned strategists down the wrong path. Attendees will learn how ...

Scott Abel, The Content Wrangler, will explore The Content Marketing Strategy Trap and how failing to avoid it often leads well-intentioned strategists down the wrong path. Attendees will learn how avoiding the trap led one retailer to become a publisher of online repair manuals designed to teach “do-it-yourselfers” how to fix things, while
selling them the goods they need to do the job. Sales are driven completely by visually engaging, standardized instructional content delivered to the web, to smartphones and to mobile devices. Return on investment is no longer a wild guess. It’s directly tied
to individual pieces of content. And, the community is not only allowed to participate, but they are encouraged to create their own content. By thinking outside The Content Marketing Strategy Trap, the retailer has become a leader in their market. Their strategy is
so successful that other retailers of products that require assembly, sometimes break, or need occasional maintenance are clamoring to replicate it.

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“Thinking Outside the Content Marketing Strategy Trap” Presentation Transcript

  • 1. Thinking Outside The Content Marketing Strategy Trap Scott Abel The Content Wrangler #cmworld @scottabel • #cmworld
  • 2. thinking outsidethe content marketingstrategy trap #cmworld
  • 3. scott abelthe content wrangler #cmworld
  • 4. #cmworld
  • 5. like Jesus,I’m on Twitter@scottabel #cmworld
  • 6. I’m here to sharefour thingswith you #cmworld
  • 7. the difference betweencontent marketingandcontent strategy #cmworld
  • 8. how to think strategicallyabout yourcontent marketingefforts #cmworld
  • 9. case study of one company that has akick asscontent marketingstrategy #cmworld
  • 10. advice to help you avoidthecontent marketingstrategytrap #cmworld
  • 11. first things first...wheredo westart? #cmworld
  • 12. it’s always best to start byestablishinga commonvocabulary #cmworld
  • 13. by now, we all knowwhatcontent marketingmeans #cmworld
  • 14. #cmworld
  • 15. but, justin case,let’s review #cmworld
  • 16. Content marketing is thecreation and distribution ofrelevant, valuable content... #cmworld
  • 17. ...content designed to attract,acquire, and engage a clearlydefined and understoodaudience... #cmworld
  • 18. ...with the objective ofdriving profitable customerinteraction... #cmworld
  • 19. did you notice the presence of these words...creation,distribution,relevant #cmworld
  • 20. and the presence of these words...attract, engagevaluable, profitable,defined #cmworld
  • 21. did you notice the absence of these words?style guide,tweet, voice, tone,inbound, SEO #cmworld
  • 22. did you notice the absence of these words?branding,cost per ‘like’, clicks,social media #cmworld
  • 23. did you notice the absence of these words?storytelling,PR, engagement,buzz, channel #cmworld
  • 24. to be sure, content marketing is aboutplanning,revenue, metrics,scheduling #cmworld
  • 25. as well as...audience,engagement,distribution #cmworld
  • 26. but, there is some confusion between...contentstrategy and contentmarketing #cmworld
  • 27. these two terms are often treated as synonymswords thatmean exactly ornearly the sameas other words #cmworld
  • 28. confusion is often introduced by our peersmarketingand strategy #cmworld
  • 29. #cmworld
  • 30. being inexact does not help us make the casesynonymsthey aren’t,not even close #cmworld
  • 31. when words are misused, they lose meaningpeople hearthem, and theydisengage #cmworld
  • 32. definitions are importantso, what doescontent strategymean? #cmworld
  • 33. let’s take a look at the first wordwhat is thedefinition ofstrategy? #cmworld
  • 34. simply putstrategy isabout shaping thefuture #cmworld
  • 35. strategy helps you figure outwhat to do nowto get what you wantlater #cmworld
  • 36. strategy isn’t just about planningstrategy isabout outthinking thecompetition #cmworld
  • 37. strategy is about decisionsstrategy isthe art of thepossible #cmworld
  • 38. strategy is about using what is possible nowto do thingsin the future that areimpossible today #cmworld
  • 39. strategists whodon’t taketime to think arejust planners #cmworld
  • 40. strategy is aboutvision,planning,adapting #cmworld
  • 41. strategy is about adaptation, being flexiblereacting toreal-worldsituations #cmworld
  • 42. definitions are importantso, what doescontent strategymean? #cmworld
  • 43. Michael Brenner, SAP sayscontent strategy ishaving the contentyour audience needs...delivered in all theplaces they go #cmworld
  • 44. #cmworld
  • 45. #cmworld
  • 46. content strategy isa repeatable systemthat governs themanagement ofcontent throughoutthe entire contentlifecycle #cmworld
  • 47. a content strategy spells out how you plan toleverage yourbusiness assets toachieve goals #cmworld
  • 48. do you know...what docontent strategistsdo? #cmworld
  • 49. Content strategists managethe cost of value. They arebusiness consultants whodeal with content. #cmworld
  • 50. content strategists are concerned withauthoring,management, anddelivery #cmworld
  • 51. content strategists are involved inplanning,governance, change,process #cmworld
  • 52. content strategists are responsible formeasuring,communicating,influencing #cmworld
  • 53. content strategists are often challenged toreduce wastedeffort, guide changesin process #cmworld
  • 54. their audiences areinternalmore often thanexternal #cmworld
  • 55. everything they do...musttrack backto value #cmworld
  • 56. Content strategists rely onmathematics to make thebusiness case for changesthat create value. #cmworld
  • 57. case study of one company that has akick asscontent marketingstrategy #cmworld
  • 58. iFixit.com Case Study
  • 59. millions of potential customers in the US aloneiFixit.com: Challenge/Opportunity to become the largest third-party seller of Apple replacement parts
  • 60. become a products and parts distributoriFixit.com Strategy: First Step identify manufacturers to provide products
  • 61. put it on the web and sell world wideiFixit.com Strategy: Second Step set up an online catalog of replacement parts
  • 62. lather, rinse, repeat...iFixit.com Strategy: Third Step make sales, earn tremendous profit
  • 63. iFixit.com Strategy: Results not the results they had hoped for
  • 64. #cmworld
  • 65. iFixit.com: First Lesson Learned “build it and they will come” (and buy) isn’t an eCommerce strategy, it’s a movie theme
  • 66. content provided by parts manufacturers is often of *questionable quality*iFixit.com: Second Lesson Learned
  • 67. too much creativity andfreedom is a bad thingiFixit.com: Third Lesson Learned consistent, high quality content requires a standardized, repeatable structure
  • 68. big images accompanied by a little text often communicates better than many words accompanied by a few picturesiFixit.com: Fourth Lesson Learnedimages help consumers believe theycan “fit it” without messing things up
  • 69. in a mobile, global world, oldapproaches no longer sufficeiFixit.com: Fourth Lesson Learned Fifth Lesson Learned pdf is not the answer
  • 70. recognize role as publisher adopt a formal mobile-focused , content strategyContent Marketing Strategy: First Steps re-imagine the service repair manual as a high quality, media-rich, socially-enabled, mobile-device-friendly, eCommerce platform and community
  • 71. create multi-channel, device-and platform-agnostic contentContent Marketing Strategy: Second Steps recognize the need for authoring environment that supports the separation of content from its formatting information
  • 72. enlist the help ofpublishers that “get it”Content Marketing Strategy: Third Steps create an easy-to-use standard designed to support the needs of readers and make content available on mobile devices of all types, including ones not yet envisioned
  • 73. build a community-based software platformContent Marketing Strategy: Fourth Steps allow both writers and community members to create repair manuals
  • 74. Content Marketing Strategy: Fifth Steps leverage keyword-rich content to drive traffic and generate sales of repair tools and replacement parts
  • 75. The Result
  • 76. users often discover iFixit.com via searchiFixit.com Results: Google Juice the site is most popular non-Apple site
  • 77. iFixit.com: Paradigm shift dominant image plus minimal text
  • 78. iFixit.com: Multiple outputs provide various viewing options
  • 79. iFixit.com: Multiple outputs if you require a pdf, you can have one
  • 80. iFixit.com: Multiple outputs embed code provided for social & blogs
  • 81. iFixit.com: Multiple outputs content is marked up in oManual xml
  • 82. iPhone, iPad, iPod Touch, Android content is ‘future-proofed’iFixit.com: Multiple devicescontent is dynamic published to mobile devices; updated automatically
  • 83. iFixit.com: Questions/Answers community / collaboration / co-authoring
  • 84. iFixit.com: Patrol users edit and monitor content
  • 85. iFixit.com: Badges awards, points, deputizing
  • 86. iFixit.com: Users user community, ratings
  • 87. iFixit.com: Teams forming groups, consulting firms, niche communities
  • 88. iFixit.com: Contribute users encouraged to contribute / form-based entry
  • 89. iFixit.com: Contribute behind the form: oManual xml standard
  • 90. iFixit.com: eCommerce they sell tools and parts to pay for it!
  • 91. Next steps: Adapting Content Strategy professional / crowd-sourced translation
  • 92. iFixit content marketing strategyrelevant keywords +rich media + simpleinstructions + socialsharing = sales #cmworld
  • 93. recommended resources to get you started #cmworld
  • 94. recommended resources to get you farther managingenterprisecontent.com #cmworld
  • 95. the content wrangler scott abel @scottabel www.thecontentwrangler.com #cmworld
  • 96. thinking outsidethe content marketingstrategy trap #cmworld
  • 97. Thinking Outside The Content Marketing Strategy Trap Scott Abel The Content Wrangler #cmworld @scottabel • #cmworld