How to determine if a content marketing idea makes sense? The Content Wheel is an offline interactive tool to determine if a content idea makes strategic sense, i.e. to separate the content wheat from the content chaff.

1. The Content WHEEL
@FRANK DELMELLE – SENIOR CONTENT MARKETING STRATEGIST
An offline interactive tool to determine
if a content idea makes strategic sense

2. Not so long ago...
@frank
delmelle

3. ... in a land not far away from here...
@frank
delmelle

4. ... a big bank
@frank
delmelle

5. @frank
delmelle

6. ... and its marketing department
@frank
delmelle

7. @frank
delmelle

8. were confronted with
falling marketing ROI
@frank
delmelle

9. @frank
delmelle

10. Banks are allergic
to plummeting returns
@frank
delmelle

12. That’s why the big bank called in...
@frank
delmelle

13. … a content strategist
@frank
delmelle

14. Their plea?
@frank
delmelle

15. “We got plenty of swell
content marketing ideas
across the organization...”
@frank
delmelle

16. “... But we want
our content marketing
to sound like this...”
@frank
delmelle

17. @frank
delmelle

18. “How do we determine
if a content marketing idea
is in tune with our strategy?”
@frank
delmelle

19. @frank
delmelle

20. So, we welcomed their input!
@frank
delmelle

21. @frank
delmelle
Confidential

22. ... Then had a meeting or two
@frank
delmelle

23. @frank
delmelle

24. ... and defined
7 PARAMETERS
determining if
a content idea
makes sense: ...
@frank
delmelle

25. 1. SEGMENT
7. OBJECTIVE
6. CONTENT DRIVER
5. CUSTOMER DESIRE
4. BANKING NEED
3. MOMENT OF TRUTH
2. LIFE STAGE
@frank
delmelle

26. Then the bar was raised...
@frank
delmelle

27. @frank
delmelle

28. “Imagine we could develop
an algorithm, a machine, a tool...
to help us – conveniently and
systematically – separate
the content wheat from
the content chaff...”
@frank
delmelle

29. @frank
delmelle

30. That’s how we ended up...
REINVENTING THE WHEEL
@frank
delmelle

31. @frank
delmelle

32. The 7 parameters were
defined, documented
and weighed...
@frank
delmelle

33. @frank
delmelle

34. ... resulting in a tool enabling to...
• 1. check if a content marketing
idea is in line with the strategy
• 2. feed / steer creative processes.
@frank
delmelle

35. @frank
delmelle

36. ... and determining a ‘storyline’
/ fixing A STRATEGIC ‘FIL ROUGE’
for each target segment:
@frank
delmelle

37. @frank
delmelle
Confidential

38. @frank
delmelle

39. All content marketing initiatives
– both existing and new – could now
be integrated into an ‘orchestrated’ /
convergent CONTENT ECO-SYSTEM
for each target segment:
@frank
delmelle

40. @frank
delmelle
Confidential

41. “What’s revolutionary about that?”
@frank
delmelle

42. The big bank
is no longer
assessing
channels,
without
assessing
its strategy.
@frank
delmelle

43. Content wheels and eco-systems
secure strategically integrated
CONTENT MARKETING.
@frank
delmelle

44. Thank YOU
@FRANKDELMELLE
& Spin those Content Wheels