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Overcome Content Fatigue: Build a Strategy that Works

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Ahava Leibtag provides 6 rules for overcoming content fatigue. This presentation was given at a DC Web Women Speaker Series on March 18th, 2014.

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Overcome Content Fatigue: Build a Strategy that Works

  1. 1. Overcome Content Fatigue: Build a Strategy that Works Ahava Leibtag President March 18, 2014 @ahavaL #DCWWSS 1
  2. 2. @ahavaL #DCWWSS @ahavaL #DCWWSS 2
  3. 3. Every minute… • YouTube users upload 48 hours of video • Facebook users share 684,478 pieces of content • Instagram users share 3,600 new photos • Tumblr sees 27,778 new posts published @ahavaL #DCWWSS 3
  4. 4. Demanding? The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events. --The Altimeter Group (2013) @ahavaL #DCWWSS 4
  5. 5. Impossible? The average American is bombarded by 5,000 messages a day. --The New York Times (1988) @ahavaL #DCWWSS 5
  6. 6. @ahavaL #DCWWSS 6
  7. 7. @ahavaL #DCWWSS 7
  8. 8. @ahavaL #DCWWSS 8
  9. 9. Today • Understanding Content • Internal vs. External Issues • 6 Rules for Success • Questions @ahavaL #DCWWSS 9
  10. 10. UNDERSTANDING CONTENT @ahavaL #DCWWSS 10
  11. 11. Content is a conversation. @ahavaL #DCWWSS 11
  12. 12. To whom are we talking?  @ahavaL #DCWWSS 12
  13. 13. To whom are we talking?  Who are our customers? @ahavaL #DCWWSS 13
  14. 14. Who are we?  @ahavaL #DCWWSS 14
  15. 15. Who are we?  Who is our brand? @ahavaL #DCWWSS 15
  16. 16. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahavaL #DCWWSS 16
  17. 17. Wait. What IS content? @ahavaL #DCWWSS 17
  18. 18. @ahavaL #DCWWSS 18
  19. 19. Content Formats • Written articles • Podcasts • Video • Photographs • Infographics • Slide Shows • Whitepapers • Polls/Survey data @ahavaL #DCWWSS 19
  20. 20. VS. (DON’T GET CONFUSED) @ahavaL #DCWWSS 20
  21. 21. Content Delivery Tools • Websites • Blogs • Newsletters • iTunes • YouTube • Facebook • Twitter • Slideshare @ahavaL #DCWWSS 21
  22. 22. @ahavaL #DCWWSS 22
  23. 23. @ahavaL #DCWWSS 23
  24. 24. No Ownership over Information 1. Information: What are we trying to say? 2. Format: What types of content will they respond to best? 3. Distribution: Where do they spend their time? (What are their watering holes?) @ahavaL #DCWWSS 24
  25. 25. @ahavaL #DCWWSS 25
  26. 26. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL #DCWWSS 26
  27. 27. Content is worthless if… 1. You don’t align your content with your business goals 2. Help your customers accomplish their tasks/goals @ahavaL #DCWWSS 27
  28. 28. INTERNAL VS. EXTERNAL ISSUES @ahavaL #DCWWSS 28
  29. 29. @ahavaL #DCWWSS 29
  30. 30. @ahavaL #DCWWSS 30 PRITUX Executive Leadership Marketing Customer RelationsVisual Design Sales
  31. 31. @ahavaL #DCWWSS 31 Podcasts Databases Infographics Images Videos Slide Shows Whitepapers WebsitesApps Blogs Email Marketing
  32. 32. @ahavaL #DCWWSS 32
  33. 33. @ahavaL #DCWWSS 33
  34. 34. @ahavaL #DCWWSS 34
  35. 35. Are you solving for X? @ahavaL #DCWWSS 35
  36. 36. 6 RULES FOR OVERCOMING CONTENT FATIGUE @ahavaL #DCWWSS 36
  37. 37. Build a Strategy That Works 1. Teach about the why 2. Follow the Rule of 4 3. Stalking for content? 4. Build multidisciplinary content teams 5. Listen on social media 6. Prune your pumpkins @ahavaL #DCWWSS 37
  38. 38. #1: Teach about the Why Quality content will generate: 1. Traffic 2. Links 3. Shares 4. Conversations 5. Interaction 6. Engagement @ahavaL #DCWWSS 38
  39. 39. ROI @ahavaL #DCWWSS 39
  40. 40. @ahavaL #DCWWSS 40
  41. 41. @ahavaL #DCWWSS 41
  42. 42. @ahavaL #DCWWSS 42
  43. 43. Decide what to Measure Return on Investment (ROI) • Content drives sales • Fewer missed sales • Do more with less Return on Time (ROT) • Improved efficiency • Fewer mistakes • Sales tracking (Relationships built) @ahavaL #DCWWSS 43
  44. 44. #2: Follow the Rule of 4 Information @ahavaL #DCWWSS 44
  45. 45. @ahavaL #DCWWSS 45
  46. 46. #3: Stalking for content? @ahavaL #DCWWSS 46
  47. 47. Remedies for Stalking 1. Show examples 2. Brown bag lunches 3. Ask artful questions @ahavaL #DCWWSS 47
  48. 48. @ahavaL #DCWWSS 48
  49. 49. @ahavaL #DCWWSS 49
  50. 50. @ahavaL #DCWWSS 50
  51. 51. Ask artful questions @ahavaL #DCWWSS 51
  52. 52. @ahavaL #DCWWSS 52
  53. 53. TELL ME WHY… @ahavaL #DCWWSS 53
  54. 54. I’M WONDERING ABOUT… @ahavaL #DCWWSS 54
  55. 55. HELP ME UNDERSTAND… @ahavaL #DCWWSS 55
  56. 56. WTF???? @ahavaL #DCWWSS 56
  57. 57. #4: Build Multidisciplinary Content Teams @ahavaL #DCWWSS 57
  58. 58. @ahavaL #DCWWSS 58
  59. 59. @ahavaL #DCWWSS 59
  60. 60. @ahavaL #DCWWSS 60
  61. 61. @ahavaL #DCWWSS 61
  62. 62. Smash Silos @ahavaL #DCWWSS 62
  63. 63. Reporting Structures that Work @ahavaL #DCWWSS 63 Content Rep Sales Marketing Internal Comm PR Content Rep Product Engineering Service Engineering Customer Support Content Rep Finance Accounting HR Logistics Content Team
  64. 64. Why multidisciplinary teams? • Adapt to changing technologies • Break down silos • Better ideas • Look at things from different perspectives • See problems and solutions in a variety of ways • Have different kinds of political connections @ahavaL #DCWWSS 64
  65. 65. Who to look for? • Subject matter experts on your products and services • People who designed the products or services • Sales • Customer service • People who qualify leads • UX professionals—obviously! @ahavaL #DCWWSS 65
  66. 66. @ahavaL #DCWWSS 66
  67. 67. How do we create a better UX? All Part of an IA Team • Data architect • Taxonomist • SEO Expert @ahavaL #DCWWSS 67
  68. 68. Load Times Reduced the amount of time Google needed to crawl the site by 50%, which resulted in 1.5 seconds per page view @ahavaL #DCWWSS 68
  69. 69. Saved REI Users 22 Years @ahavaL #DCWWSS 69
  70. 70. Content is a shared asset. @ahavaL #DCWWSS 70
  71. 71. #5: Listen on Social Media @ahavaL #DCWWSS 71
  72. 72. #6:Prune your Pumpkins @ahavaL #DCWWSS 72
  73. 73. @ahavaL #DCWWSS 73
  74. 74. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 301-452-5331 @ahaval 74 THANK YOU!

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