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Establishing thought leadership with content manufacturing and influencer marketing

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One of the biggest problems facing content marketers and other content professionals today is their inability to create content that establishes a brand as a thought leader. There's never enough time to create all the content needed. This presentation examines an influencer marketing campaign that takes advantage of content manufacturing and that leverages the unified content strategy. While you may not leverage the same tools and standards that we did, the concepts are applicable to almost any content producing organization.

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Establishing thought leadership with content manufacturing and influencer marketing

  1. 1. ENTHUSIASTIC VOLUNTEER EVANGELISTS ESTABLISHING THOUGHT LEADERSHIP LEVERAGING CONTENT MANUFACTURING AND INFLUENCER MARKETING TO CREATE WITH SCOTT ABEL, THE CONTENT WRANGLER @SCOTTABEL THECONTENTWRANGLER.COM
  2. 2. ESTABLISH THOUGHT LEADERSHIP HARNESS THE POWER AND REACH OF INFLUENTIAL EXPERTS—EVEN COMPETITORS BY LEVERAGING AN INFLUENCER MARKETING STRATEGY I’LL SHOW YOU HOW TO QUICKLY AND EFFICIENTLY POWERED BY A CONTENT MANUFACTURING APPROACH YOU CAN USE THESE LESSONS TO
  3. 3. A COMMON VOCABULARY INFLUENCER LET’S START WITH CONFUSION IS THE RESULT OF PEOPLE NOT UNDERSTANDING WHAT YOU’RE TRYING TO SAY A PERSON WHO HAS THE POWER TO EFFECT PURCHASING DECISIONS OF OTHERS DUE TO THEIR (REAL OR PERCEIVED) AUTHORITY, KNOWLEDGE, POSITION, OR RELATIONSHIPS INFLUENCER MARKETING LEVERAGING INFLUENCERS TO GET YOUR BRAND MESSAGE IN FRONT OF OTHERS CONTENT MANUFACTURING APPLICATION OF MANUFACTURING BEST PRACTICES TO CONTENT DEVELOPMENT
  4. 4. PETER DRUCKER BUSINESS MAVEN BUSINESS HAS TWO—AND ONLY TWO— BASIC FUNCTIONS: MARKETING AND INNOVATION
  5. 5. UNIFIED CONTENT STRATEGY BUT IT WAS BEING OVERSHADOWED WE HAD AN INNOVATIVE APPROACH THE TERM ‘CONTENT STRATEGY’ BY LOUDER VOICES WHO COMMANDEERED IN USE FOR A DECADE IN GLOBAL MULITNATIONAL COMPANIES AROUND THE WORLD
  6. 6. WATERED DOWN THE VALUE OF THE TERM CONTENT STRATEGY THE LOUDER VOICES CONTENT IS A BUSINESS ASSET BY MAKING IT SEEM TO BE MORE ABOUT THE CREATIVE THAN ABOUT THE BUSINESS WORTHY OF BEING MANAGED EFFICIENTLY AND EFFECTIVELY – JUST LIKE THE COMPONENTS IN A FACTORY OR MONEY IN A CORPORATE BANK ACCOUNT
  7. 7. IN TERMINOLOGY LED TO SIGNIFICANT MARKETPLACE CONFUSION THE LACK OF CONTINUITY BECAUSE THE LOUDER VOICES IT WAS DIFFICULT FOR CUSTOMERS TO GRASP THE IMPORTANCE OF OUR INNOVATION WERE BETTER THAN WE WERE AT ONE THING: MARKETING CONTENT STRATEGY IS …. …BLAH, BLAH, BLAH …TONE AND VOICE
  8. 8. UNIFIED CONTENT STRATEGY TO PRODUCE A WORKING CASE STUDY: TO OVERCOME THIS CHALLENGE WE USED OUR TO WIN WE HAD TO BE BETTER AT MARKETING THAN OUR COUNTERPARTS DESIGNED TO OVERCOME THE CONFUSION A MULTICHANNEL INFLUENCER MARKETING CAMPAIGN SO WE DEVISED A WAY TO LEVERAGE THE POWER OF THE CROWD TO WORK ON OUR BEHALF
  9. 9. PROMOTE OUR CONFERENCE THE SPONSORS, EXHIBITORS, AND PRESENTERS PROJECT WAS ALSO DESIGNED TO AND TO ELEVATE THE CONTENT WRANGLER BRAND Intelligent Content Conference BOOKS | WEBINARS | CONSULTING | SPEAKING
  10. 10. CREATED A CONTENT MARKETING CAMPAIGN WHAT DID WE DO? TURNING THEM INTO ENTHUSIASTIC VOLUNTEER EVANGELISTS THAT POSITIONED COMPETITORS AND OTHERS AS EXPERTS WE LEVERAGED ADVANCED CONTENT CREATION AND MANAGEMENT TOOLS BUT YOU CAN LEVERAGE THE SAME IDEA USING THE TOOLS AT YOUR DISPOSAL
  11. 11. CONTENT STRATEGY A BOOK, AN EBOOK, A WEBSITE THE LANGUAGE OF AND DECK OF FLASH CARDS CREATED USING THE UNIFIED CONTENT STRATEGY AND WRITTEN BY 52 EXPERTS WHO DEFINED 52 TERMS, WROTE 52 ESSAYS WE PROVED THE VALUE OF OUR APPROACH BY PRACTICING WHAT WE PREACHED WWW.THELANGUAGEOFCONTENTSTRATEGY.COM
  12. 12. ONE YEAR OF CONTENT CREATED WITH HELP OF INFLUENCERS THE PLAN THE GIMMICK 52TERMS (THE TERM-OF-THE-WEEK WEBSITE) CARDS (PRINTED PLAYING CARD HANDOUTS) EXPERTS (GUEST BLOG POSTS) BOOK/EBOOK (BRANDED COPIES AT CONFERENCES)
  13. 13. UNIFIED CONTENT STRATEGY A REPEATABLE METHOD OF IDENTIFYING THE APPROACH ALL CONTENT REQUIREMENTS UP FRONT CREATING CONSISTENTLY STRUCTURED, SEMANTICALLY-RICH CONTENT DESIGNED FOR AUTOMATED REUSE; MANAGING THAT CONTENT IN A DEFINITIVE (SINGLE) SOURCE, AND ASSEMBLING IT ON DEMAND IN MULTIPLE FORMATS TO MEET INDIVIDUAL CUSTOMER NEEDS SOFTWARE ENABLED US TO PRODUCE CONTENT IN MULTIPLE FORMATS SIMULTANEUOUSLY 80% OF THE EFFORT IS IN THE PLANNING / 20% OF THE WORK IS IMPLEMENTATION DETAILED CASE STUDY: bit.ly/2d7kczx
  14. 14. THE TECHNOLOGY BEHIND IT: bit.ly/2e7m3Ac BOOK EBOOKS (iOS/EPUB) WEBSITE CARDS SOURCE
 (WIKI) UNIFIED CONTENT STRATEGY SINGLE-SOURCE PUBLISHING WORKFLOW INTELLIGENT CONTENT—A PRIMER: bit.ly/2dcsTDQ
  15. 15. BORROW OUR LESSONS LEARNED TO IDEAS YOU CAN USE TODAY CREATE YOUR OWN INFLUENCER CAMPAIGN ONCE YOUR APPROACH IS DOCUMENTED AND WELL-REHEARSED, IT’S MUCH EASIER TO AUTOMATE IT THIS PRESENTATION COVERS THE HIGH-LEVEL STEPS YOU’LL NEED TO MIMIC OUR APPROACH THE LESSONS SHARED HERE CAN BE EXTENDED OR CUSTOMIZED FOR YOUR SITUATION UNIFIED CONTENT STRATEGY DEEP DIVE: bit.ly/azXQIL
  16. 16. IDENTIFY THE TERMS ORGANIZATIONS MUST UNDERSTAND STEP #1 TO ADOPT A UNIFIED CONTENT STRATEGY SELECT TERMS WITH SEVERAL DEFINITIONS TERMS THAT MEAN DIFFERENT THINGS TO DIFFERENT PEOPLE STORE THE TERMS IN AN ONLINE SPREADSHEET
  17. 17. IDENTIFY CONTRIBUTORS SELECT SUBJECT MATTER EXPERTS STEP #2 WITH KNOWLEDGE, EXPERIENCE, BROAD APPEAL DETERMINE THEIR IMPACT AS INFLUENCERS MEASURE THEIR SOCIAL MEDIA REACH AND AUTHORITY MATCH EACH EXPERT TO A TERM IN THE ONLINE SPREADSHEET CAPTURE SOCIAL MEDIA IDs, EMAIL, URL, AND TELEPHONE INFORMATION, TOO
  18. 18. PITCH THE EXPERTS MAKE THE BUSINESS CASE FOR STEP #3 THEIR PARTICIPATION, SET EXPECTATIONS, DECLARE INTENT SELL THE VALUE! A DIRECTORY OF EXPERTS ON THE SUBJECT ON THE WEB, IN PRINT, EBOOKS, AND AUDIO HIGHLIGHT THE OPPORTUNITIES FOR PERSONAL BRANDING, BEING INCLUDED AMONGST INFLUENTIAL PEERS LET THEM KNOW YOU VALUE THEIR EXPERTISE—THAT’S WHY YOU SELECTED THEM
  19. 19. SIGN AN AGREEMENT SPELL OUT EVERYTHING STEP #4 IN A SIMPLE, STRAIGHTFORWARD CONTRACT USE AN ELECTRONIC DOCUMENT MANAGEMENT TOOL WITH E-SIGNATURES FOR EASY AND QUICK AGREEMENT INCLUDE DETAILS ABOUT COPYRIGHT, DEADLINES, FINAL REVIEW AND APPROVAL CAPTURE THE AGREEMENT DETAILS IN THE ONLINE SPREADSHEET
  20. 20. MAKE IT REALLY EASY CREATE A WEB SUBMISSION FORM STEP #5 AND INVITE EXPERTS TO CONTRIBUTE PROVIDE EXAMPLES OF THE CONTENT YOU DESIRE MAKE SURE CONTRIBUTORS UNDERSTAND THE RULES ENSURE THEY CAN SUBMIT FROM THE DEVICE OF THEIR CHOOSING YOU’RE ASKING A FAVOR DOCUMENT WHEN THEY FINISH IN THE ONLINE SPREADSHEET
  21. 21. BRING IT ALL TOGETHERDEVISE A PROCESS TO EDIT THE CONTENT STEP #6 FOR STYLE, TONE, TERMINOLOGY, AGREEMENT ALTHOUGH YOU MAY WANT TO ALLOW EXPERTS TO WRITE IN THEIR OWN VOICE AND TO HAVE DIFFERING OPINIONS IT’S THE READER THAT ULTIMATELY MATTERS ENFORCE A COMMON STRUCTURE, LENGTH, WORD COUNT, READING LEVEL, AND TONE OF VOICE ENSURE THE READER’S EXPERIENCE IS EXCEPTIONAL
  22. 22. CLEANUP AND APPROVAL PROVIDE EXPERT CONTRIBUTORS WITH THEIR STEP #7 CONTENT FOR FINAL REVIEW AND LAST-MINUTE EDITS ONCE THE CONTENT IS EDITED, SEND A FINAL VERSION BACK TO EACH CONTRIBUTOR FOR APPROVAL USE THE ELECTRONIC DOCUMENT MANAGEMENT TOOL TO COLLECT SIGNATURES ENFORCE A COMMON STRUCTURE, LENGTH, WORD COUNT, READING LEVEL, AND TONE OF VOICE ENSURE THE READER’S EXPERIENCE IS EXCEPTIONAL
  23. 23. PREPARE TO PUBLISH CREATE AN EDITORIAL CALENDAR AND STEP #8 SCHEDULE CONTENT FOR RELEASE BY DATE SHARE THE SCHEDULE WITH EACH CONTRIBUTOR PROVIDE CONTRIBUTORS WITH ADVANCE NOTICE AND SUGGESTED TWEETS SCHEDULE BLOG POSTS, FACEBOOK UPDATES, TWEETS
  24. 24. PUBLISH YOUR CONTENT TEST CONTENT ON ALL PLATFORMS TO ENSURE STEP #9 PROPER BEHAVIOR AND TO SPOT INCONSISTENCIES ONCE TESTING IS COMPLETE AND ALL ERRORS FIXED, SCHEDULE PUBLICATION USE SCHEDULING FEATURES FOR BLOG POSTS, FACEBOOK UPDATES, TWEETS AND INSTAGRAM PHOTOS
  25. 25. AMPLIFY YOUR EFFORT SEEK ADDITIONAL WAYS TO LEVERAGE CONTENT STEP #10 WEBINARS, INTERVIEWS, CONFERENCES, INFOGRAPHICS, GUEST SPOTS TELL YOUR STORY EVERY DAY, IN EVERY TIME ZONE, IN MULTIPLE LANGUAGES CREATE AUDIO VERSIONS OF THE CONTENT ALLOW OTHERS TO REPURPOSE IT WITH LIMITED RESTRICTIONS
  26. 26. RETURN ON INVESTMENT SOLD-OUT CONFERENCE | BOOK SALES MY RESULTS CONSULTING GIGS | CONFERENCE PURCHASED INCREASED INFLUENCE | TOP LISTS | RANKING PAID SPEAKING GIGS | GOOGLE JUICE
  27. 27. REPEATABLE PROCESS7 NEW BOOKS MY RESULTS 52 NEW EXPERTS | 52 NEW TERMS | 52 NEW EVANGELISTS
  28. 28. OWN THE CONVERSATION ABOUT THE TERMS IN YOUR SPACE YOU CAN OR CREATE CONTENT BASED ON PEOPLE | PLACES | THINGS SHOWCASE THE GOOD WORK OF OTHERS | EVEN COMPETITORS DEMONSTRATE EXPERTISE | EXHIBIT CONFIDENCE
  29. 29. CONNECT LEARN MORE JOIN THE CONTENT WRANGLER’S INSIDERS LIST @SCOTTABEL thecontentwrangler.com/vip-sign-up-form/ LINKEDIN.COM/IN/SCOTTABEL SCOTT@THECONTENTWRANGLER.COM FACEBOOK.COM/SCOTTPATRICKABEL SLIDESHARE.NET/ABELSP

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