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BUILDING CONTENT
STRATEGY
The tips, tools and advice you need
to make content work for you
Mark
Michaud
Senior Vice President
Baron
Manett
Senior Vice President
Welcome.
Your hosts
for today…
Make content:
@ariadc...
EXERCISE GUIDE
Your chance to create
a content plan for
your own situation.
3
What is content?
4
5
CONTENT ≠ COPY
6
CONTENT ≠ MESSAGING
7
CONTENT ≠ MEDIA
8
SORRY, BUT...
YOU CAN’T BORE,
MANIPULATE, OR
BUY YOUR WAY TO INTO
CONSUMERS’ LIVES
9
CONTENT IS...
THE ESSENCE AND
THE SUBSTANCE OF
YOUR BRAND’S
CONVERSATION
WITH CONSUMERS
What is good
content?
10
Good content
• Meets a customer need
• Nothing is more engaging than content the customer is
ALREADY looking for
• Helps r...
MICHELIN created guides to encourage
a love of motoring
 Helps rather than sells
 Is different
 Is actionable
 Is enga...
RIMMEL brings its unique London brand
positioning to life with multichannel content
 Helps rather than sells
 Is differe...
VOLKSWAGEN offers highly functional
content and customers‘ love of its iconic brand
 Meets a customer need
 Is different...
EXERCISE 1
Tell your own story.
15
How do we build a
content strategy?
16
Define business
objectives
Define and
document your
customer
Define their
content needs
Create a
strategy
statement
Do you...
Define business
objectives
“What does content have to do with my business?”
18
Why?
What are the objectives underpinning your strategy?
19
Is this a good objective?
Getting more visitors to our website.
20
A better objective:
Getting more visitors to our website.
Increase the number
of qualified leads
21
The makings of a good objective:
1. Measureable. Within a reasonable degree of
accuracy.
2. Focused. Emphasizes on a singl...
EXERCISE 2
Establish your own
business objectives.
23
Define and document
your customer
“Who are we really trying to talk to?”
24
Who?
Who are you targeting with your content?
25
Define your audience(s)
CUSTOMERS
STAKEHOLDERS
EMPLOYEES
INFLUENCERSTHE PUBLIC
SUPPLIERSANALYSTS
26
EXERCISES 3
List your potential
audiences.
27
Profiles or personas?
“an archetypal representation of
an actual user group whose members
share similar needs and goals”
28
Why profiles or personas?
• Understand your content from the customers’
perspective.
• Prioritize the most important needs...
EXERCISE 4
Create a profile of one
audience member.
30
Define their content
needs
“Why doesn’t anyone seem to want our content?”
31
2000 – 2012
This is Brad…
…he wants a new car.
32
From here…
2000 – 2012
…to here.
?
33
Brad’s journey
RESEARCH
VALIDATES
TESTS
CONFIRMS
BUYS
34
Why customer journeys?
• Customer experience matters like never
before.
• More complex: multichannel, multi-device,
mobile...
EXERCISE 5
Map your customer’s
journey.
36
RESEARCH
VALIDATES
TESTS
CONFIRMS
BUYS
2000 – 2012
Brad has questions…
?
?
?
?
? ? ?
?
…we have answers.
37
CONTENT
This is where…
…comes in.
38
39
THE HOLY GRAIL
is the RIGHT CONTENT
in the RIGHT PLACE
at the RIGHT TIME
EXERCISE 6
Identify content
opportunities along
the journey.
40
Create a strategy
statement
“What content should we prioritize and resource?”
41
Where the strategy lies
Audience
Goals
Business
Objectives
Finding overlap
42
Our brand will engage with first time homebuyers
by providing them with a comprehensive source of information
and advice o...
Our brand will engage with first time homebuyers
by providing them with a comprehensive source of information
and advice o...
Why a formal statement?
• Defines the scope of your content strategy.
• Identifies the implications for budgeting,
plannin...
EXERCISE 7
Create a content
strategy statement.
46
Do your creative
discovery
“Why is our content just like everyone else’s?”
47
Content is…
THE ESSENCE AND
THE SUBSTANCE OF
OUR BRAND’S CONVERSATION
WITH CONSUMERS
48
49
ESSENCE
Provide real value to
your customers’ lives.
49
50
SUBSTANCE
Demonstrate how to engage
with the brand.
50
EXAMPLE: IKEA
51
“Better everyday life”
“Design for everyone”
ESSENCE:
Provide real value to
your customers’ lives.
52
SUBSTANCE:
Demonstrate how to engage
with the brand.
53
EXAMPLE:
KNORR
54
“For the love of flavour…
Because cooking delicious and
nutritious food should be within
everyone’s reach”
ESSENCE:
Provid...
SUBSTANCE:
Demonstrate how to engage
with the brand.
56
EXERCISE 8
Define the essence
and substance of your
brand’s conversation
with customers.
57
What is a content territory?
An aspect of the brand’s conversation that
can come to life in multiple ways, in many formats...
What is a content territory?
RECOGNITION
AWARDS
SUCCESS
STORIES TESTIMONIALS
SAMPLING
COACHING/
NEW
PRODUCTS
EVENTS/
CONFE...
EXERCISE 9
Explore content
themes or territories.
60
Create a content plan
“How do we get more out of the content we have?”
61
What is a content plan?
A formalized way to translate all the content
opportunities and possibilities into doable,
fundabl...
Why a content plan?
• Creating one allows you to be realistic about
resourcing and sustainability.
• Ensures that content ...
Story ideas and channels
• Each story idea can be examined to identify
the best channels and formats.
• Look for ways to a...
EXERCISE 10
Map story ideas to
different channels.
65
Content plan/calendar
Planning the frequency of your content projects
on a calendar helps in several ways:
• Coordinate wi...
EXERCISE 11
Plan out your content
calendar (two lines).
67
Consider
maintenance and
measurement
“What we do we after we launch all of this?”
68
The “day two” problem
• Measurement: how will you ensure that your
content is performing against business
objectives?
• Ma...
Let’s summarize
“How does this all fit together?”
70
Define business
objectives
Define and
document your
customer
Define their
content needs
Create a
strategy
statement
Do you...
Good content
• Meets a customer need
• Helps rather than sells
• Is different from your competitors
• Is actionable
• Is e...
QUESTIONS?
73
EXPLORE MORE…at ariad.ca
74
THANK YOU
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Building Content Strategy - CMA Seminar

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Ariad's Baron Manett (SVP, Strategy) and Mark Michaud (Senior Vice President, Head of Ariad's Strategy Team) teach the CMA's Building Content Strategy seminar.

Published in: Marketing
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Building Content Strategy - CMA Seminar

  1. 1. BUILDING CONTENT STRATEGY The tips, tools and advice you need to make content work for you
  2. 2. Mark Michaud Senior Vice President Baron Manett Senior Vice President Welcome. Your hosts for today… Make content: @ariadcomm @bstat @michaudmark 2
  3. 3. EXERCISE GUIDE Your chance to create a content plan for your own situation. 3
  4. 4. What is content? 4
  5. 5. 5 CONTENT ≠ COPY
  6. 6. 6 CONTENT ≠ MESSAGING
  7. 7. 7 CONTENT ≠ MEDIA
  8. 8. 8 SORRY, BUT... YOU CAN’T BORE, MANIPULATE, OR BUY YOUR WAY TO INTO CONSUMERS’ LIVES
  9. 9. 9 CONTENT IS... THE ESSENCE AND THE SUBSTANCE OF YOUR BRAND’S CONVERSATION WITH CONSUMERS
  10. 10. What is good content? 10
  11. 11. Good content • Meets a customer need • Nothing is more engaging than content the customer is ALREADY looking for • Helps rather than sells • Customers pay more attention when you are HELPING them not SELLING to them. • Is different from your competitors • Your brand wins when your content isn‘t just like your competitors or any media outlet • Is actionable • Good content should always show the customer WHAT TO DO NEXT • Is engaging • A GREAT STORY, empathy for the customer, humour and humanity all draw your audience closer to your message 11
  12. 12. MICHELIN created guides to encourage a love of motoring  Helps rather than sells  Is different  Is actionable  Is engaging 12
  13. 13. RIMMEL brings its unique London brand positioning to life with multichannel content  Helps rather than sells  Is different  Is actionable  Is engaging 13
  14. 14. VOLKSWAGEN offers highly functional content and customers‘ love of its iconic brand  Meets a customer need  Is different  Is actionable  Is engaging 14
  15. 15. EXERCISE 1 Tell your own story. 15
  16. 16. How do we build a content strategy? 16
  17. 17. Define business objectives Define and document your customer Define their content needs Create a strategy statement Do your creative discovery Create a content plan Consider maintenance + measurement 17
  18. 18. Define business objectives “What does content have to do with my business?” 18
  19. 19. Why? What are the objectives underpinning your strategy? 19
  20. 20. Is this a good objective? Getting more visitors to our website. 20
  21. 21. A better objective: Getting more visitors to our website. Increase the number of qualified leads 21
  22. 22. The makings of a good objective: 1. Measureable. Within a reasonable degree of accuracy. 2. Focused. Emphasizes on a single goal. 3. Business impact. Moves the business forward in a meaningful way. 22
  23. 23. EXERCISE 2 Establish your own business objectives. 23
  24. 24. Define and document your customer “Who are we really trying to talk to?” 24
  25. 25. Who? Who are you targeting with your content? 25
  26. 26. Define your audience(s) CUSTOMERS STAKEHOLDERS EMPLOYEES INFLUENCERSTHE PUBLIC SUPPLIERSANALYSTS 26
  27. 27. EXERCISES 3 List your potential audiences. 27
  28. 28. Profiles or personas? “an archetypal representation of an actual user group whose members share similar needs and goals” 28
  29. 29. Why profiles or personas? • Understand your content from the customers’ perspective. • Prioritize the most important needs of the most important customers. • Make content decisions based on research insights. • Filter out personal biases of the marketing and creative staff. 29
  30. 30. EXERCISE 4 Create a profile of one audience member. 30
  31. 31. Define their content needs “Why doesn’t anyone seem to want our content?” 31
  32. 32. 2000 – 2012 This is Brad… …he wants a new car. 32
  33. 33. From here… 2000 – 2012 …to here. ? 33
  34. 34. Brad’s journey RESEARCH VALIDATES TESTS CONFIRMS BUYS 34
  35. 35. Why customer journeys? • Customer experience matters like never before. • More complex: multichannel, multi-device, mobile. • Consumers are demanding more bespoke, personalized and social interactions. • Forces us to create content that truly serves customers’ needs. 35
  36. 36. EXERCISE 5 Map your customer’s journey. 36
  37. 37. RESEARCH VALIDATES TESTS CONFIRMS BUYS 2000 – 2012 Brad has questions… ? ? ? ? ? ? ? ? …we have answers. 37
  38. 38. CONTENT This is where… …comes in. 38
  39. 39. 39 THE HOLY GRAIL is the RIGHT CONTENT in the RIGHT PLACE at the RIGHT TIME
  40. 40. EXERCISE 6 Identify content opportunities along the journey. 40
  41. 41. Create a strategy statement “What content should we prioritize and resource?” 41
  42. 42. Where the strategy lies Audience Goals Business Objectives Finding overlap 42
  43. 43. Our brand will engage with first time homebuyers by providing them with a comprehensive source of information and advice on all aspects of home buying – integrating real estate information with financing education. To ensure they can access this resource when they need it, we will provide it on the web and through a mobile/tablet app. They will be able to customize it and store info on their specific situation so it acts as an essential tool to facilitate the purchase process. Spell it out in a statement 43
  44. 44. Our brand will engage with first time homebuyers by providing them with a comprehensive source of information and advice on all aspects of home buying – integrating real estate information with financing education. To ensure they can access this resource when they need it, we will provide it on the web and through a mobile/tablet app. They will be able to customize it and store info on their specific situation so it acts as an essential tool to facilitate the purchase process. audienc ebudget mandate mobile functiona lity goal The detail matters 44
  45. 45. Why a formal statement? • Defines the scope of your content strategy. • Identifies the implications for budgeting, planning, resourcing and governance. • Provides a yardstick to judge all content initiatives. 45
  46. 46. EXERCISE 7 Create a content strategy statement. 46
  47. 47. Do your creative discovery “Why is our content just like everyone else’s?” 47
  48. 48. Content is… THE ESSENCE AND THE SUBSTANCE OF OUR BRAND’S CONVERSATION WITH CONSUMERS 48
  49. 49. 49 ESSENCE Provide real value to your customers’ lives. 49
  50. 50. 50 SUBSTANCE Demonstrate how to engage with the brand. 50
  51. 51. EXAMPLE: IKEA 51
  52. 52. “Better everyday life” “Design for everyone” ESSENCE: Provide real value to your customers’ lives. 52
  53. 53. SUBSTANCE: Demonstrate how to engage with the brand. 53
  54. 54. EXAMPLE: KNORR 54
  55. 55. “For the love of flavour… Because cooking delicious and nutritious food should be within everyone’s reach” ESSENCE: Provide real value to your customers’ lives. 55
  56. 56. SUBSTANCE: Demonstrate how to engage with the brand. 56
  57. 57. EXERCISE 8 Define the essence and substance of your brand’s conversation with customers. 57
  58. 58. What is a content territory? An aspect of the brand’s conversation that can come to life in multiple ways, in many formats, across many channels. 58
  59. 59. What is a content territory? RECOGNITION AWARDS SUCCESS STORIES TESTIMONIALS SAMPLING COACHING/ NEW PRODUCTS EVENTS/ CONFERENCE ROLE OF SALES FORCE ACADEMY BORROWED TRUST (EXPERTS) “SWITCH ROLES” 59
  60. 60. EXERCISE 9 Explore content themes or territories. 60
  61. 61. Create a content plan “How do we get more out of the content we have?” 61
  62. 62. What is a content plan? A formalized way to translate all the content opportunities and possibilities into doable, fundable, compliant, sustainable plan of action …that is aligned with business priorities. 62
  63. 63. Why a content plan? • Creating one allows you to be realistic about resourcing and sustainability. • Ensures that content is spread across the year for business impact. • Allows you to align with other in-market activities: product launches, promotions, events, etc. 63
  64. 64. Story ideas and channels • Each story idea can be examined to identify the best channels and formats. • Look for ways to alter and extend the idea so that it is applicable for a number of channels. • These ideas should then be evaluated against the profile to ensure they are likely to be valued by the target audience. 64
  65. 65. EXERCISE 10 Map story ideas to different channels. 65
  66. 66. Content plan/calendar Planning the frequency of your content projects on a calendar helps in several ways: • Coordinate with aspects of your full plan: promos, marketing, communications, events • Spread out the activity for reach and efficiency • Ensure that the plan is doable with the resources available 66
  67. 67. EXERCISE 11 Plan out your content calendar (two lines). 67
  68. 68. Consider maintenance and measurement “What we do we after we launch all of this?” 68
  69. 69. The “day two” problem • Measurement: how will you ensure that your content is performing against business objectives? • Maintenance: what is the sustainable work process for ongoing creation, review, launch? • Did you budget for day two? Take 20% of launch budget off the top for ongoing efforts. • If you have “real time” content like social, how do you create and react quickly? 69
  70. 70. Let’s summarize “How does this all fit together?” 70
  71. 71. Define business objectives Define and document your customer Define their content needs Create a strategy statement Do your creative discovery Create a content plan Consider maintenance + measurement 71
  72. 72. Good content • Meets a customer need • Helps rather than sells • Is different from your competitors • Is actionable • Is engaging 72
  73. 73. QUESTIONS? 73
  74. 74. EXPLORE MORE…at ariad.ca 74
  75. 75. THANK YOU

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