Assertive Strategy: Content Amid Constraints at Content Strategy Applied

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We live in a world where people jump from Red Bull-branded satellites all in the name of good content. But is it really good—and is it right for our brands? Content strategy gives content marketing the tools to be sane and sustainable. Margot discusses how a more sustainable future means addressing the limits of budget, time, and creativity with content management, strategy, governance, and more. That’s the stuff that keeps logos off satellites and our content creators off high ledges.

Presented at Content Strategy Applied, #CSAUSA / #CSA13, October 17, 2013, in San Jose at eBay.

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Assertive Strategy: Content Amid Constraints at Content Strategy Applied

  1. Assertive strategy: Content amid constraints Margot Bloomstein @mbloomstein #CSAUSA October 17, 2013
  2. Congratulations.
  3. Is this good? Right for your brand? Sensible? Sane? Sustainable?
  4. @mbloomstein | #CSAUSA 4 So, about content marketing. © 2013
  5. Content marketing is unavoidable, inevitable… and that’s a good thing.
  6. Content marketing is one way— but not the only way—to execute on content strategy.
  7. Life without industry is guilt, and industry without art is brutality. – John Ruskin
  8. Advocate for practical, sustainable craft. Own your work product and process.
  9. Constraints
  10. @mbloomstein | #CSAUSA 10 © 2013
  11. @mbloomstein | #CSAUSA 11 Constraints, real and self-imposed © 2013
  12. @mbloomstein | #CSAUSA 12 Constraints, external and internal © 2013
  13. @mbloomstein | #CSAUSA 13 © 2013
  14. @mbloomstein | #CSAUSA 14 Constraints, external and internal © 2013
  15. @mbloomstein | #CSAUSA 15 If I’m out with a customer, I’m not working on a blog post. But check out the blog; you’ll learn a lot and then we can talk more. © 2013
  16. @mbloomstein | #CSAUSA 16 Content strategy is a map Content strategy is a map through the opportunity costs through the opportunity costs of communication. of communication. © 2013
  17. @mbloomstein | #CSAUSA 17 Strategy is just using limited resources to accomplish a goal. John Eckman (@jeckman) Make tough choices. © 2013
  18. Clarity of purpose: Start with a message architecture; drive it through an editorial calendar
  19. @mbloomstein | #CSAUSA 19 Lindt & Sprüngli message architecture Premium • Lindt embodies quality, in product, marketing, & company interactions • Approachable: Quality indulgences are more accessible • Trusted in brand and quality Empowering • Entrepreneurial: Innovating, championing individuals and successes • Market driving: strategic and proactive • Professional and consistent through experience and being responsive Community-minded • Engaged with the Lindt family • Customer-oriented • Socially conscious © 2013
  20. @mbloomstein | #CSAUSA 20 © 2013
  21. @mbloomstein | #CSAUSA 21 © 2013
  22. @mbloomstein | #CSAUSA 22 © 2013
  23. Scorn waste: Invest in granular content management structured for reuse
  24. @mbloomstein | #CSAUSA 24 © 2013
  25. Share and socialize the work: Invest in guidelines and training so others contribute
  26. @mbloomstein | #CSAUSA 26 © Furman University © 2013
  27. Break the box: Balance consistency with surprise, like content and concepts new to the industry
  28. @mbloomstein | #CSAUSA 28 This is not real. © 2013
  29. @mbloomstein | #CSAUSA 29 This is real. © 2013
  30. @mbloomstein | #CSAUSA 30 This is real. Stand up for it— and your content and yourself. © 2013
  31. @mbloomstein | #CSAUSA 31 Stop putting “awesome” on a pedestal. © 2013
  32. @mbloomstein | #CSAUSA 32 Embrace your reality with clarity, structure, and governance. © 2013
  33. @mbloomstein | #CSAUSA 33 Embrace your reality with clarity, structure, and governance. You, your content, and your brand deserve nothing less. © 2013
  34. @mbloomstein | #CSAUSA 34 Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork Thank you. All images property of their respective owners or © Margot Bloomstein as noted. © 2013

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