Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Use the secrets of content strategy to turbocharge your content marketing

7,859 views

Published on

Published in: Marketing
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Use the secrets of content strategy to turbocharge your content marketing

  1. @ahavaL #confabMN
  2. CHALLENGE #1
  3. Challenge #2
  4. incomplete
  5. About the brand/not about the buyer
  6. Challenge #3
  7. Email Addresses/Contacts Engaged Prospect & Recycled Lead Sales Lead Opportuni ty Custome r • Emails/Contacts: Not yet leads, just have entered the funnel • Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post • Prospect: Qualified but are not ready to buy (decision makers?) • Lead: Prospects that show enough behavioral engagement that we want to call them • Sales lead: Qualified by sales • Opportunity: Part of the active pipeline • Customer: They have bought an solution • Upsell and retain: Keep them buying Sales Funnel MarketingSales Nurturing Database
  8. Suspects Prospects Leads Opportunities
  9. Content Strategy’s Core Model 1. Align with business objectives 2. Support users in accomplishing tasks Business Goals User Tasks
  10. Focus on the Pocket: Use the secrets of content strategy to turbocharge your content marketing Confab Central Ahava Leibtag, President Aha Media Group May 21 2015
  11. October 23, 2001
  12. 3 Parts of the Human Brain • Neocortex: rational and analytical, language center • Midbrain & Hindbrain: limbic system, decision making, drives human behavior. Has no capacity for language.
  13. WHY? HOW? WHAT?
  14. Build content that moves from the inside out and moves people
  15. Business Goals User Tasks
  16. Business Goals Find the Why User Tasks
  17. Inspiration Marketing™
  18. What is Inspiration Marketing™?
  19. A JOURNEY?
  20. Need 1 Awareness 2 Engagement 3 Decision 4
  21. Unconscious Incompetence Conscious Incompetence Conscious Competence Unconscious Competence
  22. Unconscious Incompetence Conscious Incompetence Conscious Competence Unconscious Competence Need Awareness Engagement Decision
  23. Business Goals Find the Why User Tasks
  24. Today 1. Define content strategy 2. Build tools to organize our systems 3. Define content marketing 4. Learn to move from the inside out
  25. DEFINE CONTENT STRATEGY
  26. Content Strategy: 1. Align with business objectives 2. Support users in accomplishing tasks Business Goals User Tasks
  27. Content Strategy Has 3 Parts 1. External Messaging: Answer the 5 essential questions 2. Internal Workflow: How do we create a repeatable, sustainable content lifecycle? 3. Technological Delivery of Content: How do we control the display and delivery of content?
  28. #1: Editorial/Brand All organizations need to know: 1. To whom are you talking? 2. Who are you? 3. What are you trying to say? 4. How do you say it? 5. When and where do you say it?
  29. #2: Workflow They also need to know: Internally who is responsible for all the different phases of a content strategy? • Plan • Create • Publish • Distribute • Analyze • Govern
  30. #3: Technical Display/Delivery of Content • XML • DITA • Metadata • Structured content • Adaptive content • Content modeling
  31. Need 1 Awareness 2 Engagement 3 Decision 4
  32. If you want to teach people a new way of thinking, don’t bother trying to teach them. Instead, give them a tool, the use of which will lead to new ways of thinking. R. Buckminster Fuller Designer, inventor, futurist
  33. The 5 Essential Questions
  34. 5 Essential Questions 1. To whom are you speaking?
  35. To Whom Are you Speaking?
  36. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand?
  37. Who are you as a brand?
  38. Identity Pillars Current Identity Pillars  Future Identity Pillars    
  39. Identity Pillars Current Identity Pillars  Future Identity Pillars Unusable    
  40. Identity Pillars Current Identity Pillars  Future Identity Pillars Unusable  User-friendly   
  41. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand? 3. What are you trying to say?
  42. What are you trying to say?
  43. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging Unusable 
  44. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging Unusable  User-friendly
  45. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging Unusable  User-friendly We have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use.
  46. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging Unusable  User-friendly We have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use. • We improved code so information loaded faster.
  47. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging Unusable  User-friendly We have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use. • We improved code so information loaded faster. • We improved our databases.
  48. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging Unusable  User-friendly We have worked diligently for the last year to improve the user experience at healthcare.gov to make it one of the easiest government websites to use. • We improved code so information loaded faster. • We improved our databases. • We created a glossary so people could understand our terms.
  49. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand? 3. What are you trying to say? 4. How do you say it?
  50. How do you say it?
  51. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient
  52. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient
  53. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient
  54. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand? 3. What are you trying to say? 4. How do you say it? 5. When and where do you say it?
  55. When and where do you say it?
  56. Editorial Calendar
  57. DEFINE CONTENT MARKETING
  58. Goals of content marketing 1. Attract 2. Acquire 3. Engage or connect 4. Drive profitable action
  59. If content marketing builds relationships, content strategy builds conversations.
  60. A NEW PARADIGM
  61. WHY? HOW? WHAT?
  62. FIND THE WHY.
  63. Business Goals Find the Why User Tasks
  64. Need 1 Awareness 2 Engagement 3 Decision 4
  65. Summary 1. Content challenges: too much, boring, incomplete, not strategic 2. What is content strategy? 3. How can we build strategic conversations? 4. What is content marketing? 5. How do we start with the why to open an emotional doorway?
  66. Focus on the Pocket: Use the secrets of content strategy to turbocharge your content marketing Confab Central Ahava Leibtag, President Aha Media Group May 21 2015
  67. Thank you! Ahava Leibtag Aha Media Group www.ahamediagroup.com ahavaL Linkedin Facebook

×