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The Content Competitive Advantage
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The Content Competitive Advantage


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

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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  • 1. TheCONTENTCOMPETITIVEADVANTAGECreditWinning Content Wars With Business Strategy Principles@scottcowley
  • 2. Scott Cowley•Marketing strategy instructor•PhD student•Digital marketing researcher•SEO
  • 3. Credit
  • 4. FacebookGoogle+TwitterInstagramLinkedInPinterestYouTube
  • 7. Credit
  • 8. Content strategycomes down to one word:ADVANTAGE
  • 9. “That’s not fair!”- The competition
  • 10. CONTENT STRATEGYIS NOT…A planA blogA collection of tacticsA content calendar
  • 11. Source
  • 12. “Good content strategy combinescompetitive advantage principles withcontent psychology.”- Chinese Proverb**Not really a Chinese Proverb
  • 13. What Makes Content Marketing Work?ContentExposureContentLikingBrandLikingPurchaseIntentionSourceAdvertising ContentNon-Advertising Content
  • 14. ZAGG Blog Traffic vs. RevenueSource
  • 15. VRIO
  • 16. Valuable• Brain DumpVALUABLE1.Proprietary Technology / Data2.Financial Resources3.Physical Resources4.Human Resources5.Organizational Resources6.Managerial Knowledge7.Learning Curve Cost Advantages (1st LearnerAdvantage”)
  • 17. RareRAREMost companies have resources that are valuable,but common. Where do you differ?(A “RESOURCE BRAIN DUMP” AUDIT SHOULD TAKE DAYS)
  • 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. INIMITABLEFew companies can compete purely on a text-based contentstrategy because of one word: inimitability.
  • 20. OrganizedORGANIZEDFeaturesComplexityTimingLocationCustomizationReputationProduct differentiatorsyou can translate intocontent differentiators
  • 21. 1.Bootstraps2.Kickstarter3.DigitalContent ToolsERIC WHITACRE’S VIRTUAL CHOIR
  • 22. E-commerce + Photography w/ Barrier to Entry
  • 23. Samsung borrowstweets from the iPhone5 line
  • 24. SourceBuild Authoritative Content
  • 25. Work For Good Content PartnershipsSource
  • 26. Vividness: How Many Senses Does Your ContentAppeal To?Source
  • 27. The Stupid Law of High NumbersSource“Longer” Content = More shares, more comments, more links
  • 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. SourceCredit
  • 30. Content By RiskLink
  • 31. Risk Tolerance$1000 - RED camera rental$2500 - 5X iPad 2’sRemoved Due To Shareholder Complaints
  • 32. Seeding ScienceSourceHubs & Bridges > Friends & RandomIncentives > Network EffectsYour e-mail list is a good place to start
  • 33. Create a Content Test FunnelNews, company activity, ideasBlog posts & tweetsFacebook & Google+Promoted post,Email, VideoStatic
  • 34. How Does Content Rank?URLH1 TagBody ContentPage TitleMetaDescription*
  • 35. Keyword Research w/ Google SuggestOne blog post showing ZERO search volume in Google’s Keyword extends G SuggestGoogle Keyword Tool
  • 36. Competitive Social AnalysisLinkWorth tracking: follower counts, brand mentions, post frequency, reach, growth rateTools to help:,,
  • 37. RSS Social AnalyzerSourceMeasure & Track “Share of Shares”70% of HubSpot’s leads come from old blog posts
  • 38. Measuring Non-BlogCompetitor ContentSource
  • 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?
  • 41. Training agencies inBuzzFeed-stylestorytelling
  • 42. Public Service Ads as Content
  • 43. More Planned Real-time Newsjacking
  • 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. Thank You! scottcowley@asu.eduHave some interesting content data?I want to talk to you!.