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Content Strategy: The Keys Unlocking Scalable Marketing Content

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CONTENT STRATEGY: Unlock Scalable Content to Ensure a Resonate Online Consumer Message - Presented by Buddy Scalera at Content Marketing World | Health Summit 2012. Explore the user journey and how content messaging can be provided at every step of the consumer continuum. Includes a case study with everybody's favorite comic book cave man Grok.

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Content Strategy: The Keys Unlocking Scalable Marketing Content

  1. 1. CONTENT STRATEGY: Unlock the Keys to Scalable Content to Ensure a Resonate Online Consumer Message Buddy Scalera, SVP Content Strategy and Media Buddy.Scalera@ogilvy.com Twitter: @marketingbuddy Presented at Content Marketing World | Health Summit 2012
  2. 2. A Child’s Question
  3. 3. Content strategy plans for the creation, publication, & governance of useful, usable content. What Is Content Strategy?
  4. 4. New Discipline 2010 2011
  5. 5. Case Study 600,000 years ago
  6. 6. Grok
  7. 7. Grok’s Solution
  8. 8. Grok’s Message Worked…
  9. 9. So Did His Tribe…
  10. 10. Grok Simplified His Message…
  11. 11. Advertising was the Medium to Share The Big Idea
  12. 12. The Internet Has Gotten More Complex…. http://www.go-gulf.com/blog/60-seconds/
  13. 13. Content Travels Across Platforms Users consume your content and messaging in ways that make sense for them
  14. 14. Content Strategy for Pharma
  15. 15. Websites Events iPad & Rep Details Digital Media Traditional Media Direct Mail Payer Marketing Today’s realities: • Audience consumes content and services through multiple channels • Content and services should be delivered in channel appropriate format • Carefully planned user experience should ensure easy- to-access, relevant and credible customer service Multi-dimensional criteria: • Audiences • Channels • Devices • Engagement levels • Time of day/month/year • Geo-location • Cultural consideration • Ethnographic Content Strategy Channel Agnostic Content
  16. 16. Venn-dow of Opportunity What You Have What They Want Content Consumers Make Decisions Based on Content
  17. 17. Content Marketing Is Like a First Date
  18. 18. Content Is More than Text
  19. 19. …and not always consumed the way you think
  20. 20. Your Dream House
  21. 21. Let’s Compare….
  22. 22. A (Personal) Case Study
  23. 23. Patient Acquisition Buckets Seeker Considering Active Solution Pre- Seeker Patient Seeker Caregiver Seeker
  24. 24. Asset Audit
  25. 25. Content Matrix
  26. 26. Lycanthrian Brand Footprint
  27. 27. Information Architecture Wasn’t a One-Time Thing G0.1 Press G0.3 SitemapG0.2 Contact Home 0.0 1.0 About Lycanthrian 1.1 How to Take 1.2 Side Effects 2.0 Lunar Lycanthropy 2.1 Symptoms 2.2 Transmission 2.3 Hereditary Factors 3.0 Getting Help 3.1 Hair Care 3.2 Lifestyle Changes 3.3 Support Groups 4.0 Silver Bullet Support Program 4.1 Discount Card 4.2 Lunar Reminders (CRM) 4.3 Symptom Tracker app
  28. 28. Home 0.0 1.0 About Lycanthrian 1.1 How to Take 1.2 Side Effects 1.3 Safety 2.0 Lunar Lycanthropy 2.1 Symptoms 2.2 Transmission 2.3 Hereditary Factors 3.0 Getting Help 3.1 Hair Care 3.2 Lifestyle Changes 3.3 Support Groups 4.0 Silver Bullet Support Program 4.1 Discount Card 4.2 Lunar Reminders (CRM) 4.3 Symptom Tracker app It Was Dynamic Phase 2
  29. 29. And it Reflected Business Goals KPIs Home 0.0 1.0 About Lycanthrian 1.1 How to Take 1.2 Side Effects 1.3 Safety 2.0 Lunar Lycanthropy 2.1 Symptoms 2.2 Transmission 2.3 Hereditary Factors 3.0 Getting Help 3.1 Hair Care 3.2 Lifestyle Changes 3.3 Support Groups 4.0 Silver Bullet Support Program 4.1 Discount Card 4.2 Lunar Reminders (CRM) 4.3 Symptom Tracker app
  30. 30. Home 0.0 1.0 About Lycanthrian 1.1 How to Take 1.2 Side Effects 1.3 Safety 2.0 Lunar Lycanthropy 2.1 Symptoms 2.2 Transmission 2.3 Hereditary Factors 3.0 Getting Help 3.1 Hair Care 3.2 Lifestyle Changes 3.3 Support Groups 4.0 Silver Bullet Support Program 4.1 Discount Card 4.2 Lunar Reminders (CRM) 4.3 Symptom Tracker app Users Do Not Navigate Our “Brand Story”
  31. 31. Home 0.0 1.0 About Lycanthrian 1.1 How to Take 1.2 Side Effects 1.3 Safety 2.0 Lunar Lycanthropy 2.1 Symptoms 2.2 Transmission 2.3 Hereditary Factors 3.0 Getting Help 3.1 Hair Care 3.2 Lifestyle Changes 3.3 Support Groups 4.0 Silver Bullet Support Program 4.1 Discount Card 4.2 Lunar Reminders (CRM) 4.3 Symptom Tracker app Users Navigated How They Wanted
  32. 32. They Don’t Always See Our Homepage Home 0.0 1.0 About Lycanthrian 1.1 How to Take 1.2 Side Effects 1.3 Safety 2.0 Lunar Lycanthropy 2.1 Symptoms 2.2 Transmission 2.3 Hereditary Factors 3.0 Getting Help 3.1 Hair Care 3.2 Lifestyle Changes 3.3 Support Groups 4.0 Silver Bullet Support Program 4.1 Discount Card 4.2 Lunar Reminders (CRM) 4.3 Symptom Tracker app
  33. 33. Content Strategy = Business Planning for Content Phase 1 Launch Phase 2 Update Content Personalization Metatags PDFs Linking Analytics Conversions Maintenance CMS/db
  34. 34. Content Is Not Limited Content & messaging on site Content & messaging external, social, viral
  35. 35. People Access Your Content for Different Reasons What they need when they are here… …is different than what they need when they are here.
  36. 36. Phase 1 Launch Phase 2 Refresh Phase 3 CRM/Pill+ Campaign
  37. 37. Content strategy plans for the creation, publication, & governance of useful, usable content.
  38. 38. Plan of Action: Create Better Content…not More Content 1. Ask a LOT of questions. 2. Figure out what the customer wants. 3. See what you already have. 4. Think like a publisher. 5. Make it part of your process.
  39. 39. GrokArtbyPatQuinn|©BuddyScalera&PatQuinn Buddy Scalera @marketingbuddy Buddy.Scalera@ogilvy.com

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