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Content Strategy: Your Key to Connection Without Creepiness
 

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 ...

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 Content Strategy: Your Key to Connection Without Creepiness Presentation Transcript

    • Content strategy:Your key to connection without creepiness Margot Bloomstein Appropriate, Inc. @mbloomstein • #cmworld @mbloomstein #cmworld
    • @mbloomstein © 2011 @mbloomstein #cmworld
    • © 2011 @mbloomstein #cmworld
    • © 2011 @mbloomstein #cmworld
    • Content strategy: planning for the creation,aggregation, governance, and expiration ofuseful, usable, and brand-appropriate contentin an experience. @mbloomstein #cmworld
    • Cohesion between content types and amongcontent delivery vehicles @mbloomstein #cmworld
    • Alignment with the needs and expectationsof your target audience @mbloomstein #cmworld
    • Data forcontenttargeting? © Twentieth Century Fox and DreamWorks SKG @mbloomstein #cmworld
    • data  information  knowledge  wisdom @mbloomstein #cmworld
    • data  information  knowledge  wisdom context @mbloomstein #cmworld
    • data  information  knowledge  wisdom context relevance @mbloomstein #cmworld
    • data  information  knowledge  wisdom context relevance application @mbloomstein #cmworld
    • We can motivate application. @mbloomstein #cmworld
    • We can motivate application. (cc) John C. Abell @mbloomstein #cmworld
    • We can motivate application. @mbloomstein #cmworld
    • We can motivate application. (cc) Javier Rapoport @mbloomstein #cmworld
    • Just don’t be creepy about it.
    • Context
    • Every timeyou confusecontext withdevice @mbloomstein #cmworld
    • Context (cc) Euphoria @mbloomstein #cmworld
    • Context (cc) Euphoria @mbloomstein #cmworld
    • Context (cc) Euphoria @mbloomstein #cmworld
    • Context (cc) Euphoria @mbloomstein #cmworld
    • Context (cc) Euphoria @mbloomstein #cmworld
    • You know me. @mbloomstein #cmworld
    • You know me.But do I know you know me? @mbloomstein #cmworld
    • You know me.But do I know you know me?Do I want you to know me? @mbloomstein #cmworld
    • 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
    • Sometimes it’s good. (cc) BentWright @mbloomstein #cmworld
    • Sometimes it’s bad. (cc) BentWright
    • @mbloomstein #cmworld
    • “…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
    • This is one of the few Google services thatreveals how much the company really knowsabout you. @mbloomstein #cmworld
    • 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
    • Sometimes it’s good. @mbloomstein #cmworld
    • @mbloomstein #cmworld
    • Sometimesit’s creepy. © Dimension Films @mbloomstein #cmworld
    • “Targeting” a pregnant teenager (cc) Jr conlin @mbloomstein #cmworld
    • Ubiquitous Zappos @mbloomstein #cmworld
    • Ubiquitous Zappos @mbloomstein #cmworld
    • How do you walk the line?
    • Pace yourselfLet users see their dataDate, don’t stalkMaintain consistency
    • Pace yourself. @mbloomstein #cmworld
    • Let users see their data. @mbloomstein #cmworld
    • Date, don’t stalk. (cc) Phil Dowsing (cc) Javier Rapoport @mbloomstein #cmworld
    • Maintain consistency—or cohesion. @mbloomstein #cmworld
    • Maintain consistency—or cohesion. @mbloomstein #cmworld
    • Always adventurous & empowering: @mbloomstein #cmworld
    • Always adventurous & empowering: @mbloomstein #cmworld
    • Always adventurous & empowering: @mbloomstein #cmworld
    • Always adventurous & empowering: @mbloomstein #cmworld
    • Always adventurous & empowering: We “…about their ability to live full lives, healthy lives,” Amanda Sheldon, director of PR @mbloomstein #cmworld
    • Pace yourselfLet users see their dataDate, don’t stalkMaintain consistency
    • Pace yourselfLet users see their dataDate, don’t stalkMaintain consistencyConnect without being creepy.
    • Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp://amzn.to/CSatWork @mbloomstein #cmworld