Content Strategy: Your Key to Connection Without Creepiness


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After a day of talking social media, regulations, and innovative marketing, you’ll be well on your way to smarter content marketing–right? Not so fast. With all the data you have on your target audience, it’s easy to personalize your story for users, their context, their conditions–and all that can be downright creepy. Content strategist Margot Bloomstein, author of Content Strategy at Work, will share how you can connect without throwing off your users. We’ll discuss how content strategy can unite your efforts, ensure you build a cohesive brand, and maintain an appropriate voice across channels, authors, and “the fine print.”

Presented at Content Marketing World Health Summit 2012, Cleveland; #CMWorld, November 7, 2012.

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Content Strategy: Your Key to Connection Without Creepiness

  1. 1. Content strategy:Your key to connection without creepiness Margot Bloomstein Appropriate, Inc. @mbloomstein • #cmworld @mbloomstein #cmworld
  2. 2. @mbloomstein © 2011 @mbloomstein #cmworld
  3. 3. © 2011 @mbloomstein #cmworld
  4. 4. © 2011 @mbloomstein #cmworld
  5. 5. Content strategy: planning for the creation,aggregation, governance, and expiration ofuseful, usable, and brand-appropriate contentin an experience. @mbloomstein #cmworld
  6. 6. Cohesion between content types and amongcontent delivery vehicles @mbloomstein #cmworld
  7. 7. Alignment with the needs and expectationsof your target audience @mbloomstein #cmworld
  8. 8. Data forcontenttargeting? © Twentieth Century Fox and DreamWorks SKG @mbloomstein #cmworld
  9. 9. data  information  knowledge  wisdom @mbloomstein #cmworld
  10. 10. data  information  knowledge  wisdom context @mbloomstein #cmworld
  11. 11. data  information  knowledge  wisdom context relevance @mbloomstein #cmworld
  12. 12. data  information  knowledge  wisdom context relevance application @mbloomstein #cmworld
  13. 13. We can motivate application. @mbloomstein #cmworld
  14. 14. We can motivate application. (cc) John C. Abell @mbloomstein #cmworld
  15. 15. We can motivate application. @mbloomstein #cmworld
  16. 16. We can motivate application. (cc) Javier Rapoport @mbloomstein #cmworld
  17. 17. Just don’t be creepy about it.
  18. 18. Context
  19. 19. Every timeyou confusecontext withdevice @mbloomstein #cmworld
  20. 20. Context (cc) Euphoria @mbloomstein #cmworld
  21. 21. Context (cc) Euphoria @mbloomstein #cmworld
  22. 22. Context (cc) Euphoria @mbloomstein #cmworld
  23. 23. Context (cc) Euphoria @mbloomstein #cmworld
  24. 24. Context (cc) Euphoria @mbloomstein #cmworld
  25. 25. You know me. @mbloomstein #cmworld
  26. 26. You know me.But do I know you know me? @mbloomstein #cmworld
  27. 27. You know me.But do I know you know me?Do I want you to know me? @mbloomstein #cmworld
  28. 28. You know me.But do I know you know me?Do I want you to know me?And is it good for me if youknow me? @mbloomstein #cmworld
  29. 29. Sometimes it’s good. (cc) BentWright @mbloomstein #cmworld
  30. 30. Sometimes it’s bad. (cc) BentWright
  31. 31. @mbloomstein #cmworld
  32. 32. “…shows you information you regularlysearch for or could be relevant to you becauseof your current location, including weather,nearby restaurants, schedules for the next busstation, how long it’s going to take you todrive home and currency information if itfinds you are in a different country. @mbloomstein #cmworld
  33. 33. This is one of the few Google services thatreveals how much the company really knowsabout you. @mbloomstein #cmworld
  34. 34. The reason it doesn’t quite feel like that yet isbecause of the limitations of the service.There is so much more Google could do withthis service, but it feels as if Googledeliberately kept some features back for thetime being to ensure that users can get usedto how it works before adding more tools. @mbloomstein #cmworld
  35. 35. Sometimes it’s good. @mbloomstein #cmworld
  36. 36. @mbloomstein #cmworld
  37. 37. Sometimesit’s creepy. © Dimension Films @mbloomstein #cmworld
  38. 38. “Targeting” a pregnant teenager (cc) Jr conlin @mbloomstein #cmworld
  39. 39. Ubiquitous Zappos @mbloomstein #cmworld
  40. 40. Ubiquitous Zappos @mbloomstein #cmworld
  41. 41. How do you walk the line?
  42. 42. Pace yourselfLet users see their dataDate, don’t stalkMaintain consistency
  43. 43. Pace yourself. @mbloomstein #cmworld
  44. 44. Let users see their data. @mbloomstein #cmworld
  45. 45. Date, don’t stalk. (cc) Phil Dowsing (cc) Javier Rapoport @mbloomstein #cmworld
  46. 46. Maintain consistency—or cohesion. @mbloomstein #cmworld
  47. 47. Maintain consistency—or cohesion. @mbloomstein #cmworld
  48. 48. Always adventurous & empowering: @mbloomstein #cmworld
  49. 49. Always adventurous & empowering: @mbloomstein #cmworld
  50. 50. Always adventurous & empowering: @mbloomstein #cmworld
  51. 51. Always adventurous & empowering: @mbloomstein #cmworld
  52. 52. Always adventurous & empowering: We “…about their ability to live full lives, healthy lives,” Amanda Sheldon, director of PR @mbloomstein #cmworld
  53. 53. Pace yourselfLet users see their dataDate, don’t stalkMaintain consistency
  54. 54. Pace yourselfLet users see their dataDate, don’t stalkMaintain consistencyConnect without being creepy.
  55. 55. Thank you!Margot @mbloomstein #cmworld