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Content strategy roadmap - ASAE Tech2015
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The content strategy roadmap

In a chaotic world, where storytelling, marketing, advertising & technology are beginning to intersect, the importance of branded content is rising. A deeper partnership with relevant content surely fast-tracks brand advocacy and growth.
But content marketing is not new. Brands have invested for many years in content, such as long-form film, advertiser-funded programming, advertorials or branded magazines. However several things have now evolved, including the types of brand investing in it and the mindset of the marketers behind it. Today, Brands think more like publishers and build strategies around content production and distribution.
This deck focuses on the importance and showcases the process of creating a robust content strategy.

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The content strategy roadmap

  1. 1. THE PLAYBOOK CONTENTSTRATEGY ©in.linkedin.com/in/archanajhangiani/ The why and how to build a robust content strategy roadmap! by Archana Jhangiani
  2. 2. introductionIn a chaotic world, where storytelling, marketing, advertising & technology are beginning to intersect, the importance of branded content is rising. A deeper partnership with relevant content surely fast-tracks brand advocacy and growth. But content marketing is not new. Brands have invested for many years in content, such as long-form film, advertiser-funded programming, advertorials or branded magazines. However several things have now evolved, including the types of brand investing in it and the mindset of the marketers behind it. Today, Brands think more like publishers and build strategies around content production and distribution. This deck focuses on the importance and showcases the process of creating a robust content strategy.
  3. 3. The REVOLUTION
  4. 4. PRINT OOH TV IN STORE POP DIRECT MAIL WEB PR RADIO PRINT OOH TV IN STORE POP DIRECT MAIL WEB PR RADIO e- COMM BLOG MOBILEDISPLAY GAMESCINEMA SOCIAL MEDIA SEARCH APPS TEXT MSGS YESTERDAY’S MARKETING A ONE DIRECTION PUSHTO CONSUMER TODAY’S MARKETING CONSUMER MOVEDTO MIDDLE & MEDIA IS MORE INTERACTIVE VS in.linkedin.com/in/archanajhangiani/
  5. 5. IS CREATING AND DISTRIBUTING RELEVANT STIMULI TO ATTRACT, ACQUIRE AND ENGAGE A TARGET AUDIENCE TO DRIVE PROFITABLE CUSTOMER ACTION in.linkedin.com/in/archanajhangiani/
  6. 6. Content Marketing is a "what“ Content Strategy is a "how" CONTENT MARKETING FOCUS AUDIENCETARGETING CONCEPT IDEATION CONTENT DELIVERY CONTENT PROMOTION CAMPAIGN DEVELOPMENT CONTENT PLANNING PROCESS DESIGN PERSONAVALIDATION CONTENT AUDIT COLLABERATION OUTREACH MEASUREMENT CONTENT STRATEGY but, CONTENT MARKETING IS NOT CONTENT STRATEGY CONTENT MARKETING IS LIKE BAKING A CAKE FOR A PARTY IT IS THE CREATION AND SHARING OF CONTENT TO ATTRACT & ENGAGE DEFINED AUDIENCES WITH THE GOAL TO INFORM, EDUCATE, AND PERSUADE PROSPECTSTO EVENTUALLY BECOME SALES CONTENT STRATEGY IS LIKE RUNNING A BAKERY CONTENT STRATEGY DEFINESTHEWHY,WHAT, AND HOW CONTENT WILL BE CONCEIVED, CREATED, AND MANAGE. PROPER CONTENT STRATEGY ENABLES CONTENT MARKETING SUCCESS in.linkedin.com/in/archanajhangiani/
  7. 7. JUST 39% OF RESPONDENTS SAID THEY HAD A DOCUMENTED STRATEGY FOR THEIR CONTENT, SUGGESTING THAT CONTENT PRODUCTION IS OFTEN NOT ALIGNED WITH CORE MARKETING OBJECTIVES. The Strategic disCONNECT
  8. 8. These strategies are not necessarily exclusive and can easily dove-tail into each other ways to use CONTENT3 …Advertising ideas replaced by content ideas activated in different ways across different media channels …Content formats that are essentially created for social media conversations …Focuses on role of different content formats at various stages of consumer cycle in.linkedin.com/in/archanajhangiani/
  9. 9. Despite the importance of a documented content strategy, most brands do not have a clearly-articulated plan or a Content Road Map. The process to create and deploy a robust content program includes these four key stages The necessary ingredients 1.  DISCOVERY & ASSESSMENT 2.  STRATEGY DEVELOPMENT 3.  DELIVERY 4.  MEASUREMENT in.linkedin.com/in/archanajhangiani/
  10. 10. 1.  DISCOVERY & ASSESSMENT 2.  STRATEGY DEVELOPMENT 3.  EXECUTION 4.  MEASUREMENT This approach to define all aspects is guaranteed to surface the brand’s most acute content needs and best opportunities §  BUSINESS KPIS §  BRAND GOALS & CHARACTER §  TARGET AUDIENCE INSIGHTS §  CONTENTTRENDS in.linkedin.com/in/archanajhangiani/
  11. 11. 1. ACQUISITION 2. AWARENESS 3. ADVOCACY 4. CONSIDERATION 5. INSIGHTS 6. LOYALTY 7. CUSTOMER SERVICE 1. MISSION &VALUES 2. BEHAVIOUR 4. INNOVATION 5. DIFFERENTIATION 7. SUCCESS PARAMETERS 8.VOICE &TONALITY 9. PERSONIFICATION 10. CULTURAL CONNECT 1. MARKET PLACETRENDS 2. COMPETITIVETRENDS 4. CONSUMERTRENDS 5. DIFFERENTIATION 7. DESIGNTRENDS STATUS STATUSBEHAVIOR STATUSMINDSET STATUSDEMOGRAPHICS STATUS eg. Recent interactions/activity Immediate need Media context BEHAVIOUR eg. Media consumption patterns and preferences Product usage description MINDSET eg. Media consumption patterns and preferences Product usage description DEMOGRAPPHICS eg. Gender/age/lifestage Income profile Ethnicity Language in.linkedin.com/in/archanajhangiani/
  12. 12. 1.  DISCOVERY & ASSESSMENT 2.  STRATEGY DEVELOPMENT 3.  EXECUTION 4.  MEASUREMENT §  CONSUMER JOURNEY §  CONTENT AUDIT §  ROLE & SCOPE §  COMPETITIVE ASSESSMENT §  TECHNOLOGY READINESS §  CONTENT ARCHITECTURE §  ENGAGEMENT BRIEF §  CONTENT ROADMAP This is where we begin to leverage the insights to distinguish the brand’s content program in.linkedin.com/in/archanajhangiani/
  13. 13. It entails identifying the stages for the brand’s particular purchase decision process, as well as the rational emotional needs of the audience at each stage Understanding the consumer journey Consumersaremovingoutsidethepurchasingfunnel—changingthewaytheyresearchandbuyyourproducts   in.linkedin.com/in/archanajhangiani/
  14. 14. We often say that content strategy is about getting the right content to the right people at the right time. “Right content” in that phrase is usually taken to mean relevant, timely, useful—all good things. But what about actual content quality? A content audit is usually defined as the qualitative view of the content. While data, such as analytics, can be very useful in evaluating quality, there are also the more traditionally editorial measures such as assessing against brand guidelines, style guides, and voice and tone. Content Audit -  WELL-SCRIPTED -  UNIQUE -  ACCURATE -  FRESH -  VISUALLY APPEALING -  COHESIVE -  RELEVANT -  RESONATING -  ACTIONABLE -  INTERACTIVE -  IMPACTFUL -  PROVOCATIVE REFLECTS BRAND’S -  VALUES -  TONALITY -  PERSONALITY -  VISUAL IDENTITY -  CONTEXTUAL -  EDUCATIVE -  SHARE-WORTHY -  EMOTIVE -  DELIGHTFUL -  INSIGHTFUL HIGH QUALITY ENGAGING ENRICHING ON BRAND in.linkedin.com/in/archanajhangiani/
  15. 15. Role & scope While content is usually used to personify the brand, defining the role and scope of content is highly imperative for a successful outcome. INCLUSIVE EASY ACCESS & INTERACTION TELLS STORIES PERSONALIZESTHE BRAND EXPERIENCE UNIQUE PARTICIPATIVE CREATE INFLUENCE INTERACT CONSUME THE CONTENT EXPERIENCE HIERARCHY   in.linkedin.com/in/archanajhangiani/
  16. 16. Content architecture CONTENT STRATEGY CONTENT ARCHITECTURE CONTENT MANAGEMENT The Content Architecture provides a critical construct for expressing the brand’s content strategy in the media. It determines how content “shows up”in the consumer realm. Art, creativity, science and discipline all have a role to play. It is assembled in three phases which build on each other. STORYLINE Narrative, Storyboarding, Packaging.. THEMATIC Context, Culture, Relevance.. STRATEGIC INPUTS Goals, Role, Research ,Trends, Insights, Audit.. PRODUCT PERSONALITY Differentiation, character, attitude ROADMAP What, How,When,Why.. TACTICS Media Elements, Channel Selection, Distribution.. PHASE 2 PHASE 3 PRODUCT PERSONALITY Differentiation, Character, Attitude,Voice.. BRAND DEFINITION Identity, Personality, Differentiation, Attitude,Tone... PHASE 1 in.linkedin.com/in/archanajhangiani/
  17. 17. Content strategy roadmap LOYALTY ENGAGEMENT RETENTION ENGAGEMENT RETENTION AWARENESS ACQUISITION PRIMARYTG SECONDARYTG INFLUENCERS PRIMARYTG INFLUENCERS PRIMARYTG PAID 20% OWNED 50% EARNED 30% PAID 50% OWNED 30% EARNED 20% PAID 70% OWNED 20% EARNED 10% CONTENT MEDIA COMMUNITY (INT/EXT) CONTENT MEDIA COMMUNITY (EXT) CONTENT MEDIA ROBUST SURGE CUSTOMISATION LOYALTY PILOT WIDER SURGE CUSTOMISATION PILOT CONSIDERATION SURGE M U LT I - C H A N N E L OPTIMIZATION (REAL-TIME) PANEL PILOT TESTING ENGAGEMENT SCORE ROI MODEL PILOTTESTING ENGAGEMENT SCORE FOCUS / JTBD AUDIENCE /TARGET DISTRIBUTION PARTNERSHIP ASSET CREATION MEASUREMENT YEAR 1 YEAR 2 YEAR 3 in.linkedin.com/in/archanajhangiani/ Sample template for a 3 year roadmap  
  18. 18. Inspiration
  19. 19. It might not make sense that a product made of carbonated sugar water is among the most iconic brands on earth, but there you have it. With more than 1.8 billion daily servings in over 200 countries, Coca-Cola has managed to become so much more than bubbles. Over the span of its 128 years, the brand has transitioned away from hard sell slogans to embrace higher-order brand values like happiness and well-being
  20. 20. With the Red Bull Content Pool, the Red Bull Media House offers a unique media platform presenting its broad-asset portfolio in the fields of print,TV, film, online and mobile- from thrilling sports to lifestyle, and from culture to ground-breaking photography, RED BULL CONTENT POOL FEATURES MORETHAN 90,000 HIGH-QUALITY PHOTOS AND OVER 15,000 HDVIDEOS
  21. 21. author:ARCHANAJHANGIANIPartner Invention (Brand Solutions-Unilever)- Mindshare GroupM TravelJunkie I Blogger I Photographer I Marketer I Content specialist I Architect I Designer For over 12 years, been delivering experiential solutions, better quality consumer conversations and relationships for customer-centric brand environments (FMCG, Retail, Hospitality, Media and Entertainment) Get more insights on branded content on http://brandedcontentrises.blogspot.in/ For more on Archana, check out in.linkedin.com/in/archanajhangiani/ or follow onTwitter @archangeler
  • PaytonMaurer

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    Mar. 5, 2018
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    Jul. 10, 2015
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    Feb. 1, 2015
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    Jan. 27, 2015
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    Jan. 24, 2015

In a chaotic world, where storytelling, marketing, advertising & technology are beginning to intersect, the importance of branded content is rising. A deeper partnership with relevant content surely fast-tracks brand advocacy and growth. But content marketing is not new. Brands have invested for many years in content, such as long-form film, advertiser-funded programming, advertorials or branded magazines. However several things have now evolved, including the types of brand investing in it and the mindset of the marketers behind it. Today, Brands think more like publishers and build strategies around content production and distribution. This deck focuses on the importance and showcases the process of creating a robust content strategy.

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