Content Marketing - Aligning Goals & Effort for Maximum Efficacy

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Looking at business goals, process, assets and efficiency tips for maximising content marketing production and efficiency.

Authenticity, motive, process tips (such as having shared assets across global organisations to ensure tone of voice and on-brand message.)

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Content Marketing - Aligning Goals & Effort for Maximum Efficacy

  1. 1. Digital Content Strategy b y N ich o la S to tt Aligning Goals with Effort th e m e d ia flo w@ N ic h o la S to tt
  2. 2. th e m e d ia flo w
  3. 3. Why do brands communicate?
  4. 4. Content Mix
  5. 5. Customer U se r g u id e s, A fte rca re Decision
  6. 6. Intent
  7. 7. Consideration
  8. 8. Discoverer Social, attraction, QI Awareness
  9. 9. Why do brands communicate?
  10. 10. S E L L
  11. 11. with sales as goal and content as tool our output is hollow
  12. 12. What We make… we sell… we do… we service… we structure… we design… H o w U S P s, sp e cia lisa tio n , d e sig n -a t-ce n tre, in v e st in p e o p le, o u tso u rce p ro d u c tio n /m in im ise co sts tra d itio n a l m a rk e tin g a p p ro a ch … …m o tiv ate d b y re su lt (sa le s)
  13. 13. “…if w e’re sta r tin g w ith th e w ro n g q u e stio n s, if w e d o n ’t u n d e rsta n d th e c a u se, th e n e v e n th e rig h t a n sw e rs w ill a lw a y s ste e r u s w ro n g … In d iv id u a ls a n d o rg a n isa tio n s th a t n a tu ra lly e m b o d y th is p a tte rn … a re th e o n e s th a t sta r t w ith W h y.”
  14. 14. S im o n S in e k s’“G o ld e n C ircle” a p p ro a ch … W H Y HOW W H AT F u r th e r R e a d in g : h ttp s://w w w.sta r tw ith w h y.co m /d e fa u lt.a sp x
  15. 15. Purchase decisions, brand associations, and allegiances are driven by emotion and feeling. Not that we would care to admit.
  16. 16. W h a t?: W e se ll e n e rg y d rin k s H o w ?: W e p u b lish a n a m a z in g a m o u n t o f co n te n t a ro u n d e x tre m e sp o r ts, in clu d in g a n a ir ra ce in M a la y sia , p lu s m o to rsp o r ts, sn o w b o a rd in g , cliff d iv in g . O h a n d w e o n ce g o t th is g u y to ju m p fro m sp a ce a n d fre e fa ll to e a r th …
  17. 17. th e m e d ia flo w
  18. 18. WHY Process Resource Assets E x ce p tio n a l
  19. 19. 1 . D e fin e w h y… • P a ssio n /m issio n sta te m e n t • P h ilo so p h y • W h a t d riv e s y o u r o rg a n isa tio n ?
  20. 20. 2 . R e so u rce s… • C re a to rs • S ta k e h o ld e rs • B e lie v e rs
  21. 21. 3 . P ro ce ss… • C h a n g e le a d e rs • S h a re d m e m o ra b le ex p e rie n ce
  22. 22. 4 . A sse ts… • B ra n d g u id e lin e s • S h o w -re e l • P o ste rs • C a p a b ility sta te m e n t
  23. 23. Put WHY central to your content, wherever it is, for maximum impact and efficacy.
  24. 24. A w a re n e ss D e cisio n A p p licatio n Ta b le t D e sk to p M o b ile S o c ia l R e fe rra l E m a il P a id S e a rc h O rg S e a rc h D ire c t Purchase
  25. 25. 1 . D e fin e w h y… • P a ssio n /m issio n sta te m e n t • P h ilo so p h y • W h a t d riv e s y o u r o rg a n isa tio n ?
  26. 26. 2 . R e so u rce s… • W rite rs • D e sig n e rs • P la n n e rs & S tra te g ists • S o cia l m e d ia & P R • P ro d u c tio n
  27. 27. 3 . P ro ce ss… • C h a n g e le a d e rs • P e e r re v ie w • W H Y ch e ck list
  28. 28. 4 . A sse ts… • B ra n d g u id e lin e s • A sse t re p o sito ry • Im a g e ru le s, sta te m e n t b lo ck s, re in fo rce d la n g u a g e
  29. 29. Believe obsessive attention to technical detail drives gain
  30. 30. Everybody creates, everybody has an hour a day exploring online
  31. 31. Process
  32. 32. 2834 landing page entries 100+ tweets/RTs about the content 4 8 O rig in a l tw itte r sh a re s fro m la n d in g p a g e 1241 downloads
  33. 33. Tra ck S o u rce M u lti-ch a n n e l Fu n n e ls A ttrib u tio n M o d e ls M e a su re Ite rate
  34. 34. THANKS F O R L IS T E N IN G
  35. 35. Tel: +4 4 (0 )1 2 5 6 3 8 4 8 9 4 E-mail: n ich o la .sto tt@ th e m e d ia flo w.co m Twitter: @ N ich o la S to tt Web: w w w.th e m e d ia flo w.co m

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