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The Terribly Timely Case for Content
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The Terribly Timely Case for Content

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Presented by Bill Strawderman, Senior Director of Digital & Social Marketing at AT&T, during Content Marketing Bootcamp Boston. #contentcamp

Presented by Bill Strawderman, Senior Director of Digital & Social Marketing at AT&T, during Content Marketing Bootcamp Boston. #contentcamp


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  • 1. BILL STRAWDERMANAT&T
  • 2. The  ^Case  for  Content  Bill  Strawderman  Sr.  Director,  Digital  &  Social  Marke7ng  AT&T  Business  Solu7ons  June  6th  2013  2  terribly timely
  • 3. A  long  7me  ago  in  a  land  far  away  3  trouble  was  brewing   a  state  of  malcontent  Welcome  to    Bedminster,  NJ  circa  2010  decreasing  content  engagement  net  nega7ve  opt-­‐ins  waning  content  diversity  
  • 4. We  made  content  so  special…  strong  editorial  premium  quality  …  with  high  produc7on  cost  long  lead  7me  limited  coverage  of  early  &  mid  funnel  
  • 5. …  that  it  played  hard  to  get  5  which  is  the  of  death  on  the  social  web  Jeepers!  It’s  not  like  I  asked  for  your  blood  type.  
  • 6. It  was  ^7me  to  rethink  content  6  thankfully,  an    epiphany  struck  really sort of pasttrust  shiN  deep  IP  within  the  company  rise  of  personal  brands  didn’t  want  to  get  fired  individuals  create  powerful  ideas  they  also  give  them  flight  
  • 7. It  was  just  a  maTer  of  trust  7  If you heard info about a company, whoare you most likely to trust2012 Edelman Trust Barometer
  • 8. So  we  gave  it  a  whirl  8  Enable  the  exchange  of  ideas  and  expertise  across  digital  environments  which  lead  to  faster  and  more  informed    technology  purchase  decisionsTrustworthy  Ideas  Ef8icient  Reach  Highly  Accessible  Learning    Culture  Accountable  
  • 9. We  prepared  4A  content  makeover  9  strategy  and  the  right  stuff  The  why,  the  what,  the  who,  an  idea  of  how  4  week  supply  of  “geXng  started”  content  cultural  “smack-­‐down”  The  epic  baTle  over  ideology  and  risk  Transla7on:  OMG  &  WTF  lean  &  accountable  process  The  eyes  glazed  over  part  to  minimize  WTF  and  OMG  
  • 10. And  planned  for  “NeXe’s”  arrival  10  (1.0)  Mul7-­‐Topic  AT&T  Authors  (1.0)  Select  Paid  Contributors  (1.0)  2-­‐3x  Daily  Publishing  (1.0)  Earned/Owned  Traffic  Model  (2.0)  Highly  Integrated  w/  Core  Site    &    Marke7ng  Automa7on  (3.0)  Integrated  w/Premium  Content  (3.0)  Responsive  Mobile  Design  hTp://www.neblog.aT.com  
  • 11. Building  a  trust  academy  to  boot  11  •  “Exclusive”  Managed  Community  •  190  Members  and  Growing  •  On-­‐Boarding  &  Editorial  Support  •  Ongoing  EducaTon  Commitment  •  Behavior/Influence  Achievements  
  • 12. We’re  pleased  with  results  so  far…  12  “net”  posi7ves  2012  web  ecosystem  gains  including  bus.aT.com  and  we  need  more  direct  evidence  of  impact  
  • 13. We  dare  not  ^rest  on  our  laurels  13  Streamline  Publishing  •  Single  idea  sandbox  •  Editorial  workflow  •  Real-­‐7me  collabora7on  •  Seamless  publishing  Editorial  Impact  •  Beats  &  Assignments  •  Visual  Content  •  U7lity  &  “Chops”  •  Atomiza7on  •  Work  the  Spokes  even for a minute
  • 14. It’s  never  too  late  to  make  the  case  for  content  Bill  Strawderman  Sr.  Director,  Digital  &  Social  Marke7ng  AT&T  Business  Solu7ons  June  6th  2013  14  
  • 15. CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES

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