The ^Case for Content Bill Strawderman Sr. Director, Digital & Social Marke7ng AT&T Business Solu7ons June 6th 2013 2 terribly timely
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
We made content so special… strong editorial premium quality … with high produc7on cost long lead 7me limited coverage of early & mid funnel
… 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.
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
It was just a maTer of trust 7 If you heard info about a company, whoare you most likely to trust2012 Edelman Trust Barometer
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
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
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
Building a trust academy to boot 11 • “Exclusive” Managed Community • 190 Members and Growing • On-‐Boarding & Editorial Support • Ongoing EducaTon Commitment • Behavior/Inﬂuence Achievements
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
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
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
CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES
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