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The Long and Short of
Content Strategy
Michelle Killebrew
Program Director Strategy
IBM Social Business
MKillebrew@us.ibm....
About The Presentation Version
• This presentation was delivered at the Intelligent
Content Conference 2015 by Buddy Scale...
Before We Get Started
Michelle Killebrew
@ShellKillebrew
www.IBM.com
Buddy Scalera
@MarketingBuddy
www.ochww.com
#IntelCon...
#Storytelling helps us engage with people
in a way they can relate to.
@MarketingBuddy @ShellKillebrew
#IntelContent
…lived a woman named Michelle
Normal life.
Normal job.
Life, work, family.
Then One Day…
She had some
unexpected hair
and nail growth.
M
Her User Journey Began...
Unusual Monthly Hair Growth
Lunar-Lycanthrope.com/monthly/hair_nails-growth.html
Unusual hair gr...
Let’s Meet Michelle
MICHELLE
Age: 37
HHI: $120K
Relationship Status: Married with 2 dogs
Education: BA
Location: San Franc...
Understand your user. Creating personas
is fundamental to your content strategy.
@MarketingBuddy @ShellKillebrew
#IntelCon...
Archetypical User Journey
SEEKER
ACTIVE
SOLUTION
CONSIDERER EVANGELIST
Seeking new
information
Seeking
informating in
grea...
Searching Dr. Google
ACTIVE
SOLUTION
CONSIDER
Unusual hair and nail growth
Fangs, fur, and nails
Odd hair growth
Teeth and...
Lunar Lycanthropy (aka werewolfism) M
Lycanthrian Branded M
Lycanthrian Persona: Full User Journey
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Ke...
Lycanthrian Persona: Full User Journey
Hair nail
growth
Key word
Key word
Key word
Key word
Key word
Covered
in chicken
bl...
Key words
User Journey:
Content Length, Keywords, & Opportunity
SEEKER
ACTIVE
SOLUTION
CONSIDER
Content
Content: Short for...
Key words
User Journey:
Content Length, Keywords, & Opportunity
SEEKER
ACTIVE
SOLUTION
CONSIDER
Content
Content: Long form...
Appetite for long-form content increases
as user journey progresses.
@MarketingBuddy @ShellKillebrew
#IntelContent
You Want to Disrupt
I’m where I want to
be reading the
content that is of
interest to me.
Here. Now.
Lunar Lycanthropy
M
Banners Disrupt in a Bad Way
In this case, I’m
reading about
something important
to my health. I’m
reading about Lunar
Lyc...
When Banners Work
Are you promoting
something that’s
relevant to the
content I’m reading?
Your banner may be
disrupting in...
Your Funnel is Broken
SEEKER
ACTIVE
SOLUTION
CONSIDER
99%
ANNOYED
1%
SERVICED
Banner Ad Budget = 100%
This is OLD and no Longer Works
SEEKER
ACTIVE
SOLUTION
CONSIDER
99%
ANNOYED
1%
SERVICED
This Is Why
We Are Blind to Banners
User Journeys Work
SEEKER
ACTIVE
SOLUTION
CONSIDER
99%
ANNOYED
1%
SERVICED
This Is Why
We Are Blind to Banners
THINK about user experience. #UX
@MarketingBuddy @ShellKillebrew
#IntelContent
Social Disruption
SEEKER
ACTIVE
SOLUTION
CONSIDER EVANGELIST
Social is: Context + Proximity
Context Proximity
Social Discovery
Context Proximity
Lycanthrian’s Page
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
Lycanthrian.com
L...
Seeding Disruption:
How It’s Done Right
Lycanthrian’s Page
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
Lycanthrian....
Make it easy for your advocates to share
their stories on #social.
@MarketingBuddy @ShellKillebrew
#IntelContent
SEEKER
ACTIVE
SOLUTION
CONSIDER EVANGELIST
Context Proximity
PRE
SEEKER
SEEKER
ACTIVE
SOLUTION
CONSIDER EVANGELIST
Context Proximity
PRE
SEEKER
Lycanthrian.com
TLC
Print Banners
SEM
Sponsorships
Conferences
Twitter
Facebook
Pinterest
Google +
MoondancePharma.com
Med...
Michelle gets help from Lycanthrian.
Shares her My Moon Story on Facebook.
Friend discovers she also has
lunar lycanthropy...
Or
(How to Use Intelligent Content to Tell Your Story)
Getting Started
• Start with the Individual/Person:
Develop personas
• Find Out What They Need:
Analyze the user journey, ...
Toolbox
Resources for Storytellers
• “Story” by Robert McKee
(yeah, it’s a book)
• IBM White Paper: The content
marketing ...
Michelle Killebrew
Program Director Strategy
IBM Social Business
MKillebrew@us.ibm.com
@ShellKillebrew
Buddy Scalera
SVP, ...
Long & Short of Content Strategy
presentation by @MarketingBuddy & ShellKillebrew
as presented at #intelcontent.
For the A...
Long and Short of Content Strategy | Original Version
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Long and Short of Content Strategy | Original Version

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Clean, original version of The Long and Short of Content Strategy presented at the Intelligent Content Conference in San Francisco in March, 2015.

Annotated version available by Buddy Scalera at: http://www.slideshare.net/BuddyScalera

Published in: Marketing
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Long and Short of Content Strategy | Original Version

  1. 1. The Long and Short of Content Strategy Michelle Killebrew Program Director Strategy IBM Social Business MKillebrew@us.ibm.com Buddy Scalera SVP, Content Strategy Ogilvy CommonHealth Worldwide Buddy.Scalera@ogilvy.com
  2. 2. About The Presentation Version • This presentation was delivered at the Intelligent Content Conference 2015 by Buddy Scalera and Michelle Killebrew • Annotated version available by Buddy Scalera at: http://www.slideshare.net/buddyscalera • Video of Buddy and Michelle presenting this deck is available at: http://www.intelligentcontentconference.com/ Buddy Scalera Michelle Killebrew The views expressed in this presentation by the authors do not necessarily reflect the views and position of their employers.
  3. 3. Before We Get Started Michelle Killebrew @ShellKillebrew www.IBM.com Buddy Scalera @MarketingBuddy www.ochww.com #IntelContent Presented at Intelligent Content Conference 2015 in San Francisco, CA.
  4. 4. #Storytelling helps us engage with people in a way they can relate to. @MarketingBuddy @ShellKillebrew #IntelContent
  5. 5. …lived a woman named Michelle Normal life. Normal job. Life, work, family.
  6. 6. Then One Day… She had some unexpected hair and nail growth. M
  7. 7. Her User Journey Began... Unusual Monthly Hair Growth Lunar-Lycanthrope.com/monthly/hair_nails-growth.html Unusual hair growth is often associated with the health condition lunar lycanthropy. There is no cure, but a healthcare professional may help you control your symptoms. M
  8. 8. Let’s Meet Michelle MICHELLE Age: 37 HHI: $120K Relationship Status: Married with 2 dogs Education: BA Location: San Francisco MICHELLE’STORY I am always on the go. Work and family pressures are constantly pulling me in different direction. I travel a lot for my job, so I don’t always eat right, but I do try to hit the gym. I’m pretty good with my medications, but I sometimes I skip doses, especially when I know I am going to be having a few drinks. I don’t smoke. I have normal seasonal allergies. There’s a family history of multiple sclerosis, stroke, and heart attack, so I see my doctor at least once per year for a normal health checkup. DIGITAL CHANNEL USAGE Online Shopping News and sports Watches Online Videos Medical Information Pays bills IM Travel Shares photos Posts comments Investing Looked for recipes Games Listens to Online Radio Movie listings Looks for Employment INFORMATION NEEDS • Information support: ‒ Starts every day with her news aggregators and social networks, including Facebook ‒ Watches little television ‒ Keeps up with career-related content through blogs and social media • Staying current: ‒ Research updates about new and existing products ‒ Information about healthy living ‒ Passionate about technology ‒ Owns one or more mHealth devices and is an Android user COMMUNICATION CHALLENGES FOR LYCANTHRIAN • Lack of awareness among age demographic • No family history of lycanthropy • Generally asymptomatic and easy to ignore
  9. 9. Understand your user. Creating personas is fundamental to your content strategy. @MarketingBuddy @ShellKillebrew #IntelContent
  10. 10. Archetypical User Journey SEEKER ACTIVE SOLUTION CONSIDERER EVANGELIST Seeking new information Seeking informating in greater depth. Think “C” for Comparison Made a decision. This is your customer. Ready to share a personal success story.
  11. 11. Searching Dr. Google ACTIVE SOLUTION CONSIDER Unusual hair and nail growth Fangs, fur, and nails Odd hair growth Teeth and nails growing fast Monthly nail growth Nails and hair in strange places Hair on my chin each month Monthly growth hair & nails How much hair is too much Nails tear through blanket Nails like claws normal Unusual Monthly Hair Growth Lunar-Lycanthrope.com/monthly/hair_nails-growth.html Unusual hair growth is often associated with the health condition lunar lycanthropy. There is no cure, but a healthcare professional may help you control your symptoms. M
  12. 12. Lunar Lycanthropy (aka werewolfism) M
  13. 13. Lycanthrian Branded M
  14. 14. Lycanthrian Persona: Full User Journey Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word Key word SEEKER ACTIVE SOLUTION CONSIDER
  15. 15. Lycanthrian Persona: Full User Journey Hair nail growth Key word Key word Key word Key word Key word Covered in chicken blood Key word Key word Key word Key word Silver jewlery burns Key word Eastern Europe Key word Howling at moon monthly Key word Key word Lycan- thropy Key word werewolf Key word Doctors treat werewolf Key word Key word Key word Lycan- thropy treatment Key word Lycan- thrian Key word Lycan- thrian support Lycanthrian suppor group SEEKER ACTIVE SOLUTION CONSIDER M
  16. 16. Key words User Journey: Content Length, Keywords, & Opportunity SEEKER ACTIVE SOLUTION CONSIDER Content Content: Short form. 150-200 words. Focus on symptoms. Link Strategy: More detailed information. Primarily Seeker content, but modest Considerer. KPIs: Symptoms page, regional map Exposure: Symptoms checklist Engagement: Watch short video, link to next content
  17. 17. Key words User Journey: Content Length, Keywords, & Opportunity SEEKER ACTIVE SOLUTION CONSIDER Content Content: Long form. 500-5,000 words. Deep, insightful information. Updated list of support programs. Condition news. Newsletter. Link Strategy: Active content & evangelism KPIs: Content involvement. Download medication storage guide. Exposure: View latest data. Engagement: Watch long video series. Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content M
  18. 18. Appetite for long-form content increases as user journey progresses. @MarketingBuddy @ShellKillebrew #IntelContent
  19. 19. You Want to Disrupt I’m where I want to be reading the content that is of interest to me. Here. Now. Lunar Lycanthropy M
  20. 20. Banners Disrupt in a Bad Way In this case, I’m reading about something important to my health. I’m reading about Lunar Lycanthropy. And you want to “disrupt” me by retargeting me with ads for shoes? Um, that’s not how to use disruption. That’s just bad marketing and lazy advertising. Go home. Lunar Lycanthropy M
  21. 21. When Banners Work Are you promoting something that’s relevant to the content I’m reading? Your banner may be disrupting in a good way. A shoe ad on a fashion website? Sure! A website that shares data about Lunar Lycanthropy? If done gently and with some respect for the patient, it could work. Lunar Lycanthropy M
  22. 22. Your Funnel is Broken SEEKER ACTIVE SOLUTION CONSIDER 99% ANNOYED 1% SERVICED Banner Ad Budget = 100%
  23. 23. This is OLD and no Longer Works SEEKER ACTIVE SOLUTION CONSIDER 99% ANNOYED 1% SERVICED This Is Why We Are Blind to Banners
  24. 24. User Journeys Work SEEKER ACTIVE SOLUTION CONSIDER 99% ANNOYED 1% SERVICED This Is Why We Are Blind to Banners
  25. 25. THINK about user experience. #UX @MarketingBuddy @ShellKillebrew #IntelContent
  26. 26. Social Disruption SEEKER ACTIVE SOLUTION CONSIDER EVANGELIST
  27. 27. Social is: Context + Proximity Context Proximity
  28. 28. Social Discovery Context Proximity Lycanthrian’s Page Lycanthrian.com Lycanthropos Anti-Anthropomorphium Lycanthrian.com Lycanthropos Anti-Anthropomorphium M
  29. 29. Seeding Disruption: How It’s Done Right Lycanthrian’s Page Lycanthrian.com Lycanthropos Anti-Anthropomorphium Lycanthrian.com Lycanthropos Anti-Anthropomorphium Halo effect. Personal brand endorsing your product For free! They’re still ignoring your ads
  30. 30. Make it easy for your advocates to share their stories on #social. @MarketingBuddy @ShellKillebrew #IntelContent
  31. 31. SEEKER ACTIVE SOLUTION CONSIDER EVANGELIST Context Proximity PRE SEEKER
  32. 32. SEEKER ACTIVE SOLUTION CONSIDER EVANGELIST Context Proximity PRE SEEKER
  33. 33. Lycanthrian.com TLC Print Banners SEM Sponsorships Conferences Twitter Facebook Pinterest Google + MoondancePharma.com Medscape Patient Unbranded Print Banners SEM Sponsorships Conferences Lycanthrian © 2013 Ogilvy CommonHealth Worldwide Graphic by Buddy Scalera & Ivan Ruiz Complete Brand Footprint and Ecosystem for Content
  34. 34. Michelle gets help from Lycanthrian. Shares her My Moon Story on Facebook. Friend discovers she also has lunar lycanthropy. Now they go to treatment together. Michelle no longer howls alone. Awwww. M
  35. 35. Or (How to Use Intelligent Content to Tell Your Story)
  36. 36. Getting Started • Start with the Individual/Person: Develop personas • Find Out What They Need: Analyze the user journey, not just your brand ambitions • Provide Content that Reflects User Journey: Offer variable-length content depending on the stage • Build Your Content With Intelligence: Develop channel-agnostic content • Make it Easy to Evangelize: Provide easy tools for your customers to share personal experiences
  37. 37. Toolbox Resources for Storytellers • “Story” by Robert McKee (yeah, it’s a book) • IBM White Paper: The content marketing challenge ibm.biz/contentmarketing Toolbox for Storytellers Technology can help address content marketing challenges. The most effective approach is to use a combination that includes: 1. A marketing operations system to manage the physical workflow within the organization ibm.biz/ExperienceOneSolutions 2. An enterprise asset content management system for the physical management, distribution and use of marketing assets ibm.biz/EnterpriseContentManagement 3. A third party content marketing platform that adds automation, allowing marketers to create, reuse, modify and localize content on their own, and provide the ability to deliver dynamic content ibm.biz/25ContentPlatforms
  38. 38. Michelle Killebrew Program Director Strategy IBM Social Business MKillebrew@us.ibm.com @ShellKillebrew Buddy Scalera SVP, Content Strategy Ogilvy CommonHealth Worldwide Buddy.Scalera@ogilvy.com @MarketingBuddy
  39. 39. Long & Short of Content Strategy presentation by @MarketingBuddy & ShellKillebrew as presented at #intelcontent. For the Annotated version visit http://www.slideshare.net/buddyscalera

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