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Scottabel 120910083304-phpapp01
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  • 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

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