If you thought Red Bull and Lego were the best examples of content strategy then look again. This one dwarves both for size, effectiveness and consistency. Simply the best ever.

1. B2B Marketing Leaders Forum
THE GREATEST CONTENT
STRATEGY EVER
Christie Poulos
@_jumpshot
Phil Brown
@philbrownspeaks

6. An intangible product.
No proof that it ‘works’.
Exists in a violently competitive market.
Highly commoditised.
THE PROBLEM: Customer acquisition.

7. replace with film

8. ?

9. salvation

10. 2.3 billion customers worldwide.*
31.2% market share.*
61% Christian Australians.**
Sources: *Pew Research Center 2015. **ABS Census
2011

11. A multichannel, acquisition and
retention content strategy built
on storytelling.
Educate, informs & entertains.

12. Print
Digital
owned
Influencers
& advocacy
WOM & PR
Video &
broadcast
Retail
Loyalty
program
Experience
& events
Multichannel
Strategy

14. Bestselling book of all time.
Over 5 billion copies printed.
Available in 460 languages.
Source: The Bible Society

18. “I want to thank
God, because
that’s who I look
up to.”

26. BUILDING THE STRATEGY

27. Audience Brand Opportunities
Strategy framework
Create Produce Amplify Measure
Discovery phase Strategy phase Implementation phase Launch
phase
Optimisation
phase

28. VISION
MISSION
BUSINESS & MARKETING
GOALS
CONTENT
AUDIT
COMPETITOR
AUDIT
AUDIENCE
INSIGHTS
CONTENT MARKETING GOALS
BRAND STORY
PILLA
R
PILLA
R
PILLA
R
PILLA
R
CONTENT
PERSONAS
CHANNELS & TACTICS
THE BRAND
PERSONA
PERSONA
DATA &
INSIGHTS
THE
CONTENT
THE
TACTICS
Implement – execute – measure – optimise / iterate

29. Setting up the strategy
The vision.
The mission.
The goals.

30. Vision

31. Mission

32. Goals

33. Salvation for all people
through Christianity.
MISSION
Acquire new customers.
Increase market share.
Build loyalty and retain customers.
BUSINESS & MARKETING
GOALS
Eternal life with God.
VISION

34. Data & insights
The audience.
Competitors.
Audit existing content.

35. The audience

36. Competitors

37. ACCESSIBL
E
EXCLUSIVE
SPIRITUALSECULAR
Sin
Worldly
things
Christianity
Islam
Judaism
Science
Gaming
Paleo
Mindfulness
Kardashians
Buddism

38. Existing content

39. ROLE OF DATA

40. INDUSTRY
SOCIAL
BROADCAST
DIGITAL
CONTENT
Google
Trends
Buzz
Numbers
Facebook
Topic Data
LinkedIn
Topic Data
Brandtology
Riva
l IQ
Fanpage
Karma
Radian6
Nielsen

41. Storyview - Phil
BuzzSumo

42. Storyview - Phil
Rival IQ

43. Facebook Insights

44. Facebook and LinkedIn Topic Data allows us to pull data
on an anonymised, audience-level basis.
Facebook & LinkedIn Topic Data
DEMOGRAPHIC
S
AGE
GENDER
REGION/COUNTR
TEXT ANALYSIS
TOPICS
SENTIMENT
ENGAGEMENT
LIKES
COMMENTS
SHARES
LINK ANALYSIS
TO DISCOVER
WHERE THE
CONTENT IS
BEING SHARED

45. Storyview - Phil
Stories powered by Huxley

46. • Rich collection of stories often shared verbally, which
can be captured in print to become more shareable.
• Opportunity to repurpose Old Testament content.
• Existing influencers and ambassadors to extend
messaging.
• Heavily reliant on spoken tradition and evangelism.
• Lack of geographical presence outside of
Europe/Asia.
WHITE SPACE: Written content, translated.
COMPETITORS
CONTENT AUDIT
• Seeking meaning and purpose.
• Varying levels of literacy.
• Digital content consumption on the rise.
AUDIENCE

47. Developing the strategy
Pillars.
Personas.

48. Content Pillars

49. Brand
Audienc
e

50. Personas

51. PILLARS
“Do Unto
Others”
How to live life as a
Christian.
“The Hand of
God”
The mystic and the
miraculous.
“The Good
Samaritan”
Charity, CSR.

52. CONTENT PERSONAS
“Mindful
Millennial”
Seeks spirituality.
Looking for
purpose.
“The Lambs”
Born and raised
a follower.
“The
Influencer”
An opinion leader with
an attractive audience.
“The Godless”
Cultures with
less exposure to
content.

53. VISION: Eternal life with God
MISSION: Salvation for all people
through Christianity
BUSINESS & MARKETING GOALS:
1. Acquire new customers 2. Increase
market share 3. Build loyalty and retain
customers.
CONTENT
AUDIT
COMPETITOR
AUDIT
AUDIENCE
INSIGHTS
CONTENT MARKETING GOALS: Acquisition &
retention
BRAND STORY
The Good
Samaritan
Do Unto
Others
The Hand
of God
CONTENT PERSONAS
CHANNELS & TACTICS
THE BRAND
The Godless
Mindful Millennial
DATA &
INSIGHTS
THE
CONTENT
THE
TACTICS
Implement – execute – measure – optimise / iterate
The Lambs
The Influencer

54. Bringing it to life

55. Content

56. Channels & distribution

57. Print
Digital
owned
Influencers
& advocacy
WOM & PR
Video &
broadcast
Retail
Loyalty
program
Experience
& events
Consistent
Brand
Experience

58. THE GREATEST?

59. Storytelling overcomes fragmentation: digital,
geography, language barriers and even time.
Answers an audience need.
Emotive storytelling.
Contagious content.
Nurtures customers through the journey and
converts them to advocates.

60. WHAT NEXT?

61. EVOLV
E

63. Thank you.
Phil Brown
www.linkedin.com/in/brownisthenewblack
@philbrownspeaks