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TheCONTENTCOMPETITIVEADVANTAGECreditWinning Content Wars With Business Strategy Principles@scottcowley
Scott Cowley•Marketing strategy instructor•PhD student•Digital marketing researcher•SEO consultantscottcowley.com@scottcow...
Credit
FacebookGoogle+TwitterInstagramLinkedInPinterestYouTube
ZERO COMPETITIONINFINITE TIMEUNLIMITED CUSTOMERS
THE MODERN ARMS WAR
Credit
Content strategycomes down to one word:ADVANTAGE
“That’s not fair!”- The competition
CONTENT STRATEGYIS NOT…A planA blogA collection of tacticsA content calendar
Source
“Good content strategy combinescompetitive advantage principles withcontent psychology.”- Chinese Proverb**Not really a Ch...
What Makes Content Marketing Work?ContentExposureContentLikingBrandLikingPurchaseIntentionSourceAdvertising ContentNon-Adv...
ZAGG Blog Traffic vs. RevenueSource
VRIO
Valuable• Brain DumpVALUABLE1.Proprietary Technology / Data2.Financial Resources3.Physical Resources4.Human Resources5.Org...
RareRAREMost companies have resources that are valuable,but common. Where do you differ?(A “RESOURCE BRAIN DUMP” AUDIT SHO...
Audit Example for Human ResourcesWhat are you passionate about?What are you particularly good at?What extracurricular acti...
INIMITABLEFew companies can compete purely on a text-based contentstrategy because of one word: inimitability.
OrganizedORGANIZEDFeaturesComplexityTimingLocationCustomizationReputationProduct differentiatorsyou can translate intocont...
1.Bootstraps2.Kickstarter3.DigitalContent ToolsERIC WHITACRE’S VIRTUAL CHOIR
E-commerce + Photography w/ Barrier to Entry
Samsung borrowstweets from the iPhone5 line
SourceBuild Authoritative Content
Work For Good Content PartnershipsSource
Vividness: How Many Senses Does Your ContentAppeal To?Source
The Stupid Law of High NumbersSource“Longer” Content = More shares, more comments, more links
"If you just graded [SAT essays] based on lengthwithout ever reading them, youd be right over 90percent of the time." Dr. ...
SourceCredit
Content By RiskLink
Risk Tolerance$1000 - RED camera rental$2500 - 5X iPad 2’sRemoved Due To Shareholder Complaints
Seeding ScienceSourceHubs & Bridges > Friends & RandomIncentives > Network EffectsYour e-mail list is a good place to start
Create a Content Test FunnelNews, company activity, ideasBlog posts & tweetsFacebook & Google+Promoted post,Email, VideoSt...
How Does Content Rank?URLH1 TagBody ContentPage TitleMetaDescription*
Keyword Research w/ Google SuggestOne blog post showing ZERO search volume in Google’s Keyword ToolSoovle.com extends G Su...
Competitive Social AnalysisLinkWorth tracking: follower counts, brand mentions, post frequency, reach, growth rateTools to...
RSS Social AnalyzerSourceMeasure & Track “Share of Shares”70% of HubSpot’s leads come from old blog posts
Measuring Non-BlogCompetitor ContentSource
Does client have analytics installed?What are competitors using that I am not?Does my competitor have any hosting or archi...
THE FUTURE OF CONTENT
Training agencies inBuzzFeed-stylestorytelling
Public Service Ads as Content
More Planned Real-time Newsjacking
• Pick your content battles• Focus on your resources and advantages• Infuse content with an understanding of humannature• ...
Thank You!scottcowley.com@scottcowleycontact: scottcowley@asu.eduHave some interesting content data?I want to talk to you!.
The Content Competitive Advantage
The Content Competitive Advantage
The Content Competitive Advantage
The Content Competitive Advantage
The Content Competitive Advantage
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The Content Competitive Advantage

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The Content Competitive Advantage: Winning Content Wars With Business Strategy Principles

A presentation on creating sustainable competitive advantage through competitive content strategy. When content marketing neglects competition and external forces it fails. This presentation takes a resource-based view (VRIO) toward content strategy and accounts for research on content psychology and incorporates optimization, seeding, and measurement.

Presentation originally given at WebVisions Portland 2013 on May 24, 2013.

Published in: Business, Technology
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Transcript of "The Content Competitive Advantage"

  1. 1. TheCONTENTCOMPETITIVEADVANTAGECreditWinning Content Wars With Business Strategy Principles@scottcowley
  2. 2. Scott Cowley•Marketing strategy instructor•PhD student•Digital marketing researcher•SEO consultantscottcowley.com@scottcowleycontact: scottcowley@asu.edu
  3. 3. Credit
  4. 4. FacebookGoogle+TwitterInstagramLinkedInPinterestYouTube
  5. 5. ZERO COMPETITIONINFINITE TIMEUNLIMITED CUSTOMERS
  6. 6. THE MODERN ARMS WAR
  7. 7. Credit
  8. 8. Content strategycomes down to one word:ADVANTAGE
  9. 9. “That’s not fair!”- The competition
  10. 10. CONTENT STRATEGYIS NOT…A planA blogA collection of tacticsA content calendar
  11. 11. Source
  12. 12. “Good content strategy combinescompetitive advantage principles withcontent psychology.”- Chinese Proverb**Not really a Chinese Proverb
  13. 13. What Makes Content Marketing Work?ContentExposureContentLikingBrandLikingPurchaseIntentionSourceAdvertising ContentNon-Advertising Content
  14. 14. ZAGG Blog Traffic vs. RevenueSource
  15. 15. VRIO
  16. 16. Valuable• Brain DumpVALUABLE1.Proprietary Technology / Data2.Financial Resources3.Physical Resources4.Human Resources5.Organizational Resources6.Managerial Knowledge7.Learning Curve Cost Advantages (1st LearnerAdvantage”)
  17. 17. RareRAREMost companies have resources that are valuable,but common. Where do you differ?(A “RESOURCE BRAIN DUMP” AUDIT SHOULD TAKE DAYS)
  18. 18. Audit Example for Human ResourcesWhat are you passionate about?What are you particularly good at?What extracurricular activities are you involved with?What have others hired you for or asked you to speak about?Do you have special access to something cool or unusual?Who do you know that our customers would care about?Who do you know with unusual talent?
  19. 19. INIMITABLEFew companies can compete purely on a text-based contentstrategy because of one word: inimitability.
  20. 20. OrganizedORGANIZEDFeaturesComplexityTimingLocationCustomizationReputationProduct differentiatorsyou can translate intocontent differentiators
  21. 21. 1.Bootstraps2.Kickstarter3.DigitalContent ToolsERIC WHITACRE’S VIRTUAL CHOIR
  22. 22. E-commerce + Photography w/ Barrier to Entry
  23. 23. Samsung borrowstweets from the iPhone5 line
  24. 24. SourceBuild Authoritative Content
  25. 25. Work For Good Content PartnershipsSource
  26. 26. Vividness: How Many Senses Does Your ContentAppeal To?Source
  27. 27. The Stupid Law of High NumbersSource“Longer” Content = More shares, more comments, more links
  28. 28. "If you just graded [SAT essays] based on lengthwithout ever reading them, youd be right over 90percent of the time." Dr. Les Perlman, MITSource
  29. 29. SourceCredit
  30. 30. Content By RiskLink
  31. 31. Risk Tolerance$1000 - RED camera rental$2500 - 5X iPad 2’sRemoved Due To Shareholder Complaints
  32. 32. Seeding ScienceSourceHubs & Bridges > Friends & RandomIncentives > Network EffectsYour e-mail list is a good place to start
  33. 33. Create a Content Test FunnelNews, company activity, ideasBlog posts & tweetsFacebook & Google+Promoted post,Email, VideoStatic
  34. 34. How Does Content Rank?URLH1 TagBody ContentPage TitleMetaDescription*
  35. 35. Keyword Research w/ Google SuggestOne blog post showing ZERO search volume in Google’s Keyword ToolSoovle.com extends G SuggestGoogle Keyword Tool
  36. 36. Competitive Social AnalysisLinkWorth tracking: follower counts, brand mentions, post frequency, reach, growth rateTools to help: SocialMention.com, Tweetreach.com, SimplyMeasured.com
  37. 37. RSS Social AnalyzerSourceMeasure & Track “Share of Shares”70% of HubSpot’s leads come from old blog posts
  38. 38. Measuring Non-BlogCompetitor ContentSource
  39. 39. Does client have analytics installed?What are competitors using that I am not?Does my competitor have any hosting or architecture advantages?Do I need everything my website has in the code?Does client have Webmaster Tools tracking correctly?
  40. 40. THE FUTURE OF CONTENT
  41. 41. Training agencies inBuzzFeed-stylestorytelling
  42. 42. Public Service Ads as Content
  43. 43. More Planned Real-time Newsjacking
  44. 44. • Pick your content battles• Focus on your resources and advantages• Infuse content with an understanding of humannature• Take calculated risks• Reinvest some winnings
  45. 45. Thank You!scottcowley.com@scottcowleycontact: scottcowley@asu.eduHave some interesting content data?I want to talk to you!.
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