2012
Hold up – What is content?   Content is More Than Just Text!                     Articles                     Images      ...
In other words…
THE MAJOR PLAYERS
CONTENT STRATEGY INPUTS                                 Target Audience                                    Need States    ...
BRAND EXPERIENCE                                      13                   Content fuels customer                   engage...
EXPERIENCE STRATEGY                                                       14   Brand                                    Me...
A More Complex Look
CONTENT STRATEGY OUTPUTS                                       Women 35-45 worldwide, doctors                             ...
Story has arcs in every campaign              Developing a sense of structure              of stories (campaigns)         ...
CHANNEL STRATEGYIs Not Just About Where – But Also When
Content Curation
Are You Providing The Right Stuff?
On Thought Leadership Power                        People don’t buy into interruptions so much anymore. They buy          ...
Promoting Your Expertise                                Executive roundtables are one of the                              ...
Content Distribution
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
Content Strategy New Dawn Media
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Content Strategy New Dawn Media

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Introduction to Content Strategy

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Content Strategy New Dawn Media

  1. 1. 2012
  2. 2. Hold up – What is content? Content is More Than Just Text! Articles Images Illustrations Videos Conversation Interactive Tools & Functionality Search Capabilities Stats &Infographics PDFs Blog Posts Forums User Generated Books emails Events
  3. 3. In other words…
  4. 4. THE MAJOR PLAYERS
  5. 5. CONTENT STRATEGY INPUTS Target Audience Need States Competitive Sales Cycle Analysis Content Strategy Media Products/Services Consumption
  6. 6. BRAND EXPERIENCE 13 Content fuels customer engagement at all stages of the customer life cycle from top of funnel to ongoing relationship. It is harder-working than other media because it covers the entire purchase cycle. It allows a brand to retain a relationship with the customer even if it’s not transactional – a magazine or Website that is lifestyle- oriented, for example, and keeps the customer connected to the brand until he or she is ready to purchase again is key.
  7. 7. EXPERIENCE STRATEGY 14 Brand Media Audience Needs Experience Consumption Online News Release, Email Alert, TwitterAwareness Blast, article syndication, events, appearances FacebookInteraction Interaction, eNewsletter, Appearance, Free trial/sample, Self-Hosted Q&A ForumTransaction Welcome Kit, Loyalty effort, Members-Only offering, Bonding Website RSS Feed to Blog sign up, and eNewsletter subscription, Twitter Alert sign upAdvocacy Website content designed to be Community focused, Facebook movementRepurchase Blog commentary discussions, Research news items related to Female Brain Topics, comment and offer press kit for thought leadership opportunities
  8. 8. A More Complex Look
  9. 9. CONTENT STRATEGY OUTPUTS Women 35-45 worldwide, doctors Need State: My health - Menstrual cycles. are wacko. What is normal? What do I need to do?Customer Journey-Search On Internet for Info-Ask Friends about info onInternet-Ask Friends online Women’s Health:-Goes to Meet-up -Key word searching-Asks questions on Forums -Key sites-signs up for email blasts -Key Themes-subscribes to women’s imags -Find Authorities-Buys books Online-Sees doctor -Find All Competition-Buys Vitamins-Cooks New Food-GETS RESULTS-TELLS FRIENDS-BUYS BOOKS FORFRIENDS -Listens to news on kitchen TV in a.m.-Sees doctor -Listens to podcasted news in commute-Buys Vitamins -Spend all day online at the office-Cooks New Food -always on email at the office-Gets Results -Uses food app for lunch locations with-TELLS FRIENDS coworkers -Book -Vitamin -Spends hour on Facebook, tweets @2 Supplements on break -Medical Visit -Watches these______shows on TV -Food Menu’s -Spends weekly time family activities
  10. 10. Story has arcs in every campaign Developing a sense of structure of stories (campaigns) requires, settings, character, moo ds and a plot.
  11. 11. CHANNEL STRATEGYIs Not Just About Where – But Also When
  12. 12. Content Curation
  13. 13. Are You Providing The Right Stuff?
  14. 14. On Thought Leadership Power People don’t buy into interruptions so much anymore. They buy into expertise. People buy from brands that offer value and areThe benefits are the leaders in their industry.game changing foryour business — And yet why do so many choose to ignore this as a strategy?most notably in You can’t simply buy ads and become an overnight nationally acclaimed expert. It requires your time to feed it and grow it. Itlead generation takes months and years. Therein lies the fallout and where soand partnership many entrepreneurs don’t. Here is your opportunity to shine.opportunities.Establishing a new dawn media will create & curate:thought-leaderposition on a topicin your industry -Content Categories, themes and typesbuilds credibility in -Align topics with other industries that can advocatethe eyes of your -Prepare a two-pronged approach to content -Provide ongoing content themestargets. It serves to -Create Branded content themesinfluence in a way -Create information your customers want to know aboutthat advertising -Create topics for discussionitself can never do. -Poll, Survey, Measure & Grow
  15. 15. Promoting Your Expertise Executive roundtables are one of the best ways to increase your authority in your industry and draw customers to your company and products. Books, eBooks, iBooks, digital magazines, wBooks, and iPad Apps can all increase industry authority.
  16. 16. Content Distribution

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