Thinking Outside The  Content Marketing       Strategy Trap                    Scott Abel         The Content Wrangler    ...
thinking outsidethe content marketingstrategy trap                    #cmworld
scott abelthe content wrangler                 #cmworld
#cmworld
like Jesus,I’m on Twitter@scottabel              #cmworld
I’m here to sharefour thingswith you                    #cmworld
the difference betweencontent marketingandcontent strategy                        #cmworld
how to think strategicallyabout yourcontent marketingefforts                             #cmworld
case study of one company that has akick asscontent marketingstrategy                                       #cmworld
advice to help you avoidthecontent marketingstrategytrap                           #cmworld
first things first...wheredo westart?                      #cmworld
it’s always best to start byestablishinga commonvocabulary                               #cmworld
by now, we all knowwhatcontent marketingmeans                      #cmworld
#cmworld
but, justin case,let’s review               #cmworld
Content marketing is thecreation and distribution ofrelevant, valuable content...                                #cmworld
...content designed to attract,acquire, and engage a clearlydefined and understoodaudience...                              ...
...with the objective ofdriving profitable customerinteraction...                             #cmworld
did you notice the presence of these words...creation,distribution,relevant                                           #cmw...
and the presence of these words...attract, engagevaluable, profitable,defined                                     #cmworld
did you notice the absence of these words?style guide,tweet, voice, tone,inbound, SEO                                     ...
did you notice the absence of these words?branding,cost per ‘like’, clicks,social media                                   ...
did you notice the absence of these words?storytelling,PR, engagement,buzz, channel                                       ...
to be sure, content marketing is aboutplanning,revenue, metrics,scheduling                                         #cmworld
as well as...audience,engagement,distribution                #cmworld
but, there is some confusion between...contentstrategy and contentmarketing                                          #cmwo...
these two terms are often treated as synonymswords thatmean exactly ornearly the sameas other words                       ...
confusion is often introduced by our peersmarketingand strategy                                             #cmworld
#cmworld
being inexact does not help us make the casesynonymsthey aren’t,not even close                                          #c...
when words are misused, they lose meaningpeople hearthem, and theydisengage                                       #cmworld
definitions are importantso, what doescontent strategymean?                           #cmworld
let’s take a look at the first wordwhat is thedefinition ofstrategy?                                     #cmworld
simply putstrategy isabout shaping thefuture                    #cmworld
strategy helps you figure outwhat to do nowto get what you wantlater                               #cmworld
strategy isn’t just about planningstrategy isabout outthinking thecompetition                                     #cmworld
strategy is about decisionsstrategy isthe art of thepossible                              #cmworld
strategy is about using what is possible nowto do thingsin the future that areimpossible today                            ...
strategists whodon’t taketime to think arejust planners                    #cmworld
strategy is aboutvision,planning,adapting                    #cmworld
strategy is about adaptation, being flexiblereacting toreal-worldsituations                                          #cmworld
definitions are importantso, what doescontent strategymean?                           #cmworld
Michael Brenner, SAP sayscontent strategy ishaving the contentyour audience needs...delivered in all theplaces they go    ...
#cmworld
#cmworld
content strategy isa repeatable systemthat governs themanagement ofcontent throughoutthe entire contentlifecycle          ...
a content strategy spells out how you plan toleverage yourbusiness assets toachieve goals                                 ...
do you know...what docontent strategistsdo?                      #cmworld
Content strategists managethe cost of value. They arebusiness consultants whodeal with content.                           ...
content strategists are concerned withauthoring,management, anddelivery                                         #cmworld
content strategists are involved inplanning,governance, change,process                                      #cmworld
content strategists are responsible formeasuring,communicating,influencing                                          #cmworld
content strategists are often challenged toreduce wastedeffort, guide changesin process                                   ...
their audiences areinternalmore often thanexternal                      #cmworld
everything they do...musttrack backto value                        #cmworld
Content strategists rely onmathematics to make thebusiness case for changesthat create value.                             ...
case study of one company that has akick asscontent marketingstrategy                                       #cmworld
iFixit.com Case Study
millions of potential customers in the US aloneiFixit.com: Challenge/Opportunity               to become the largest third...
become a products and parts distributoriFixit.com Strategy: First Step               identify manufacturers               ...
put it on the web   and sell world wideiFixit.com Strategy: Second Step              set up an online catalog             ...
lather, rinse, repeat...iFixit.com Strategy: Third Step                             make sales, earn                      ...
iFixit.com Strategy: Results        not the results they had hoped for
#cmworld
iFixit.com: First Lesson Learned               “build it and they will come” (and buy) isn’t               an eCommerce st...
content provided by parts manufacturers               is often of *questionable quality*iFixit.com: Second Lesson Learned
too much creativity andfreedom is a bad thingiFixit.com: Third Lesson Learned                          consistent, high qu...
big images accompanied by a little text                              often communicates better than many                  ...
in a mobile, global world, oldapproaches no longer sufficeiFixit.com: Fourth Lesson Learned            Fifth Lesson Learned ...
recognize role                 as publisher                          adopt a formal mobile-focused ,                      ...
create multi-channel, device-and platform-agnostic contentContent Marketing Strategy: Second Steps                  recogn...
enlist the help ofpublishers that “get it”Content Marketing Strategy: Third Steps                   create an easy-to-use ...
build a community-based software platformContent Marketing Strategy: Fourth Steps                           allow both wri...
Content Marketing Strategy: Fifth Steps          leverage keyword-rich content to drive traffic and          generate sales ...
The Result
users often discover                   iFixit.com via searchiFixit.com Results: Google Juice                              ...
iFixit.com: Paradigm shift          dominant image plus minimal text
iFixit.com: Multiple outputs                  provide various viewing options
iFixit.com: Multiple outputs        if you require a pdf, you can have one
iFixit.com: Multiple outputs        embed code provided for social & blogs
iFixit.com: Multiple outputs         content is marked up in oManual xml
iPhone, iPad, iPod Touch, Android                                             content is ‘future-proofed’iFixit.com: Multi...
iFixit.com: Questions/Answers  community / collaboration / co-authoring
iFixit.com: Patrol              users edit and monitor content
iFixit.com: Badges        awards, points, deputizing
iFixit.com: Users               user community, ratings
iFixit.com: Teams   forming groups, consulting firms, niche communities
iFixit.com: Contribute     users encouraged to contribute / form-based entry
iFixit.com: Contribute           behind the form: oManual xml standard
iFixit.com: eCommerce       they sell tools and parts to pay for it!
Next steps: Adapting Content Strategy        professional / crowd-sourced translation
iFixit content marketing strategyrelevant keywords +rich media + simpleinstructions + socialsharing = sales               ...
recommended resources to get you started                                           #cmworld
recommended resources to get you farther             managingenterprisecontent.com                                        ...
the content wrangler scott abel @scottabel www.thecontentwrangler.com   #cmworld
thinking outsidethe content marketingstrategy trap                    #cmworld
Thinking Outside The  Content Marketing       Strategy Trap                    Scott Abel         The Content Wrangler    ...
“Thinking Outside the Content Marketing Strategy Trap”
“Thinking Outside the Content Marketing Strategy Trap”
“Thinking Outside the Content Marketing Strategy Trap”
“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 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”

  1. 1. Thinking Outside The Content Marketing Strategy Trap Scott Abel The Content Wrangler #cmworld @scottabel • #cmworld
  2. 2. thinking outsidethe content marketingstrategy trap #cmworld
  3. 3. scott abelthe content wrangler #cmworld
  4. 4. #cmworld
  5. 5. like Jesus,I’m on Twitter@scottabel #cmworld
  6. 6. I’m here to sharefour thingswith you #cmworld
  7. 7. the difference betweencontent marketingandcontent strategy #cmworld
  8. 8. how to think strategicallyabout yourcontent marketingefforts #cmworld
  9. 9. case study of one company that has akick asscontent marketingstrategy #cmworld
  10. 10. advice to help you avoidthecontent marketingstrategytrap #cmworld
  11. 11. first things first...wheredo westart? #cmworld
  12. 12. it’s always best to start byestablishinga commonvocabulary #cmworld
  13. 13. by now, we all knowwhatcontent marketingmeans #cmworld
  14. 14. #cmworld
  15. 15. but, justin case,let’s review #cmworld
  16. 16. Content marketing is thecreation and distribution ofrelevant, valuable content... #cmworld
  17. 17. ...content designed to attract,acquire, and engage a clearlydefined and understoodaudience... #cmworld
  18. 18. ...with the objective ofdriving profitable customerinteraction... #cmworld
  19. 19. did you notice the presence of these words...creation,distribution,relevant #cmworld
  20. 20. and the presence of these words...attract, engagevaluable, profitable,defined #cmworld
  21. 21. did you notice the absence of these words?style guide,tweet, voice, tone,inbound, SEO #cmworld
  22. 22. did you notice the absence of these words?branding,cost per ‘like’, clicks,social media #cmworld
  23. 23. did you notice the absence of these words?storytelling,PR, engagement,buzz, channel #cmworld
  24. 24. to be sure, content marketing is aboutplanning,revenue, metrics,scheduling #cmworld
  25. 25. as well as...audience,engagement,distribution #cmworld
  26. 26. but, there is some confusion between...contentstrategy and contentmarketing #cmworld
  27. 27. these two terms are often treated as synonymswords thatmean exactly ornearly the sameas other words #cmworld
  28. 28. confusion is often introduced by our peersmarketingand strategy #cmworld
  29. 29. #cmworld
  30. 30. being inexact does not help us make the casesynonymsthey aren’t,not even close #cmworld
  31. 31. when words are misused, they lose meaningpeople hearthem, and theydisengage #cmworld
  32. 32. definitions are importantso, what doescontent strategymean? #cmworld
  33. 33. let’s take a look at the first wordwhat is thedefinition ofstrategy? #cmworld
  34. 34. simply putstrategy isabout shaping thefuture #cmworld
  35. 35. strategy helps you figure outwhat to do nowto get what you wantlater #cmworld
  36. 36. strategy isn’t just about planningstrategy isabout outthinking thecompetition #cmworld
  37. 37. strategy is about decisionsstrategy isthe art of thepossible #cmworld
  38. 38. strategy is about using what is possible nowto do thingsin the future that areimpossible today #cmworld
  39. 39. strategists whodon’t taketime to think arejust planners #cmworld
  40. 40. strategy is aboutvision,planning,adapting #cmworld
  41. 41. strategy is about adaptation, being flexiblereacting toreal-worldsituations #cmworld
  42. 42. definitions are importantso, what doescontent strategymean? #cmworld
  43. 43. Michael Brenner, SAP sayscontent strategy ishaving the contentyour audience needs...delivered in all theplaces they go #cmworld
  44. 44. #cmworld
  45. 45. #cmworld
  46. 46. content strategy isa repeatable systemthat governs themanagement ofcontent throughoutthe entire contentlifecycle #cmworld
  47. 47. a content strategy spells out how you plan toleverage yourbusiness assets toachieve goals #cmworld
  48. 48. do you know...what docontent strategistsdo? #cmworld
  49. 49. Content strategists managethe cost of value. They arebusiness consultants whodeal with content. #cmworld
  50. 50. content strategists are concerned withauthoring,management, anddelivery #cmworld
  51. 51. content strategists are involved inplanning,governance, change,process #cmworld
  52. 52. content strategists are responsible formeasuring,communicating,influencing #cmworld
  53. 53. content strategists are often challenged toreduce wastedeffort, guide changesin process #cmworld
  54. 54. their audiences areinternalmore often thanexternal #cmworld
  55. 55. everything they do...musttrack backto value #cmworld
  56. 56. Content strategists rely onmathematics to make thebusiness case for changesthat create value. #cmworld
  57. 57. case study of one company that has akick asscontent marketingstrategy #cmworld
  58. 58. iFixit.com Case Study
  59. 59. millions of potential customers in the US aloneiFixit.com: Challenge/Opportunity to become the largest third-party seller of Apple replacement parts
  60. 60. become a products and parts distributoriFixit.com Strategy: First Step identify manufacturers to provide products
  61. 61. put it on the web and sell world wideiFixit.com Strategy: Second Step set up an online catalog of replacement parts
  62. 62. lather, rinse, repeat...iFixit.com Strategy: Third Step make sales, earn tremendous profit
  63. 63. iFixit.com Strategy: Results not the results they had hoped for
  64. 64. #cmworld
  65. 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. 66. content provided by parts manufacturers is often of *questionable quality*iFixit.com: Second Lesson Learned
  67. 67. too much creativity andfreedom is a bad thingiFixit.com: Third Lesson Learned consistent, high quality content requires a standardized, repeatable structure
  68. 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. 69. in a mobile, global world, oldapproaches no longer sufficeiFixit.com: Fourth Lesson Learned Fifth Lesson Learned pdf is not the answer
  70. 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. 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. 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. 73. build a community-based software platformContent Marketing Strategy: Fourth Steps allow both writers and community members to create repair manuals
  74. 74. Content Marketing Strategy: Fifth Steps leverage keyword-rich content to drive traffic and generate sales of repair tools and replacement parts
  75. 75. The Result
  76. 76. users often discover iFixit.com via searchiFixit.com Results: Google Juice the site is most popular non-Apple site
  77. 77. iFixit.com: Paradigm shift dominant image plus minimal text
  78. 78. iFixit.com: Multiple outputs provide various viewing options
  79. 79. iFixit.com: Multiple outputs if you require a pdf, you can have one
  80. 80. iFixit.com: Multiple outputs embed code provided for social & blogs
  81. 81. iFixit.com: Multiple outputs content is marked up in oManual xml
  82. 82. iPhone, iPad, iPod Touch, Android content is ‘future-proofed’iFixit.com: Multiple devicescontent is dynamic published to mobile devices; updated automatically
  83. 83. iFixit.com: Questions/Answers community / collaboration / co-authoring
  84. 84. iFixit.com: Patrol users edit and monitor content
  85. 85. iFixit.com: Badges awards, points, deputizing
  86. 86. iFixit.com: Users user community, ratings
  87. 87. iFixit.com: Teams forming groups, consulting firms, niche communities
  88. 88. iFixit.com: Contribute users encouraged to contribute / form-based entry
  89. 89. iFixit.com: Contribute behind the form: oManual xml standard
  90. 90. iFixit.com: eCommerce they sell tools and parts to pay for it!
  91. 91. Next steps: Adapting Content Strategy professional / crowd-sourced translation
  92. 92. iFixit content marketing strategyrelevant keywords +rich media + simpleinstructions + socialsharing = sales #cmworld
  93. 93. recommended resources to get you started #cmworld
  94. 94. recommended resources to get you farther managingenterprisecontent.com #cmworld
  95. 95. the content wrangler scott abel @scottabel www.thecontentwrangler.com #cmworld
  96. 96. thinking outsidethe content marketingstrategy trap #cmworld
  97. 97. Thinking Outside The Content Marketing Strategy Trap Scott Abel The Content Wrangler #cmworld @scottabel • #cmworld
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