Leveraging technology to avoid classic content marketing pitfalls

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Strategy
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Technology
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The 6 step guide to content strategy
Leveraging technology to avoid classic content marketing pitfalls.

2. 1
3
2
Strategy
Strategy
Technology

3. What is content strategy?
1
Strategy
Technology
“The essence of strategy is
choosing what not to do. ”
Michael E. Porter

4. What is content strategy?
• Still relatively new discipline
• Least defined areas of digital
• Often overlooked
Strategy
Technology

5. Define content strategy?
Planning for:
– Creating content that the audience care about
– Distributing that content to them
Strategy
Technology

6. Define content strategy?
Market
Message
Media
Measure
Is your audience well
defined?
Is the central message
within the content
clear?
Has the been created in
a way the best appeals
to the audience (ie. is it
PDF, Twitter, Facebook,
a web page, an
infographic or video?)
Is the content being
monitored?
Is the platform on which
the content resides, the
best platform?
Does this content fulfill
the requirements of a
very small audience? If
not, is this content
completely necessary?
Has the organisation
specified the most
appropriate method of
reaching that
audience?
Is the content relevant
to this specific
audience?
Is the audience
expansive enough to
justify the work of
creating the content in
question?
Strategy
Does the message
appeal to the
audience?
Is the audience
receptive to the
message?
Do the audience really
need the content; is
there a demand for this
content?
Technology
Is this content being
widely utilised?

7. Ingredients
Creating:
Distributing:
• Themes and Messages
• Channels
• Topics
• Posting schedule
• Tone
• Management
• Format
• Touch points
• Purpose
• Journeys
• Resourcing
Strategy
Technology

8. Ingredients
Creating:
What are we saying?
How are we saying it?
Why are we saying it?
Who’s saying it?
Strategy
Technology
• Themes and messages
• Topics
• Tone
• Format
• Purpose
• Resourcing

9. Ingredients
Distributing:
Where are we conversing ?
• Channels
• Management
• Posting schedule
How often are we conversing ?
• Touch points
• Journeys
Strategy
Technology

10. Simple strategy
“Be Useful”
Strategy
Technology

11. Users at the heart
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Strategy
Technology
User-centered design means
understanding what your users
need, how they think, and how
they behave – and
incorporating that
understanding into every
aspect of your process.
Jesse James Garrett

12. Age of the customer
•
Audit and analysis – what do
we currently show users?
•
Where are the gaps, failings,
opportunities?
•
Think about what the user
wants to see, not what you
want to show them
•
A genuine cultural
understanding
•
Strategy
Technology
Ethnographic approach

13. Strategy Creation
• Don’t assume positive outcomes
• Behavior change is tough
• Participation can be more effective than creation
• Research and knowledge of the digital landscape
allow the answers to crystalise
Strategy
Technology

14. Strategy Creation
• A shift in thinking
• A publishers mindset
• Subtle changes make a big
difference
Strategy
Technology

15. Being digitally relevant
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Strategy
Technology
“Computing is not about
computers any more. It is
about living.”
Nicholas Negroponte

16. Being digitally relevant
• Understand the context the
content is being viewed in
• Don’t close too early
• Helpful, relevant, timely,
easy to consume, and in the
right place
Strategy
Technology

17. Those are the ambitions how do we make it
happen…
Strategy
Technology

18. 5
4
6
Technology
Strategy
Technology

19. Enabling the strategy
4
Strategy
Technology
“Technology enables us to
work every minute of every
day from any place on the
planet.”
Carl Honoré

20. Technology as the enabler
• Right tool for the job
• Purpose built solution
• Sitecore CEP (CMS+DMS)
• Track customer value
Strategy
Technology

21. Digitally relevant
• Map strategy to content
• Match content to context
• Establish intent
• Match with persuasive content
• Drive to desired action
Strategy
Technology

22. Case Study
Relevant
tweets brought
through based
on users
behaviour.
And perceived
profile.
Relevant
events based
on profile.
Strategy
Technology

23. Enabling the user
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Strategy
Technology
“Business is just about enabling
human beings, nothing more,
nothing less. Businesses need to
recognize this fundamental
fact.”
Bruce Dickinson

24. Know your audience
• Analytics
• Who and why
• Map user journeys
• Use the relevant content
Strategy
Technology

25. Personas/profiles
• Users have different reasons for
being on your site.
• Understand the intent to align
–
site experience
– content
– goals
Strategy
Technology

26. Personalisation
• Use knowledge to create explicit
rules based personalisation
• Behavioural profiling allows
implicit personalisation
Strategy
Technology

27. Case Study
Site changes
home page
based on
perceived user
profile. (explicit
and implicit)
Strategy
Technology

28. Digital maturity
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Strategy
Technology
“To be digitally mature one
truly needs to understand your
audience, start small, and
base progression on empirical
evidence.”
JVA & Curran

29. Its a process
•
•
•
•
•
•
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Don't just enable DMS
Gain insights through analytics
Assess current level (muturity)
Build knowledge, skills and team
Identify quick wins
Implement key elements
Deploy, analyse, improve
Strategy
Technology

30. Workflow
Analytics
Content Profiling
Pattern Cards
Goals
Profiles
Automation
Engagement Values
Personalisation
MV Testing
Events
Campaigns
Segmentation
Optimization

31. Maturity Model
Strategy
Technology

32. Case study

33. Case study

34. Questions

35. Thank you
Please contact us if you have any queries about the proposal and I will be delighted to discuss this further with you
Rob Curran| Digital Consultant
Reading Room London
T: 020 7173 28o6
E: rob.curran@readingroom.com
A: 65-66 Frith Street, Soho, London, W1D 3JR
Jonathan von Abo | Solutions Architect
Reading Room London
T: 020 7173 2863
E: j.vonAbo@readingroom.com
A: 65-66 Frith Street, Soho, London, W1D 3JR