Developing A Content Strategy

  Web 1.0 was on your terms.        Web 2.0 is on the terms of your customer.
  Web 1.0 was...
An Integrated Content Strategy

                                                   • Lessons from Susan…
                 ...
Developing A Content Strategy

       “Find out what your audience wants... and give it to them.”

         –    Market
  ...
An Integrated Content Strategy

                                                   • Lessons from Toyota…
                ...
An Integrated Content Strategy

                                                   • Lessons from Toyota…
                ...
Applying A Content Strategy



                  Publish/Broadcast                    Audience input




  “Mainly Online”...
Applying A Content Strategy

                                                   • Lessons from Classic fM
                ...
User- Generated Content



                  Publish/Broadcast                        Audience input




  “User-Contribut...
User- Generated Content

  New study shows:

  •      73% of CNN's online audience share UG video content.
  •      56% of...
Social Media

                                              YOU




                                       Are NOT
       ...
Social Media

  •      Obama did not get elected because of social media – it was his well
         packaged and popular M...
Social Media

   Some rules for SM

   •      People will accept being marketed to if it’s
                   a) an opt-in...
Improve Your Content Today!


   •      Get an intern/customer/outsider to evaluate, and give you a list of
          what...
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2.7 Nick Grubb Classic FM

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Content that drives itself

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2.7 Nick Grubb Classic FM

  1. 1. Developing A Content Strategy Web 1.0 was on your terms. Web 2.0 is on the terms of your customer. Web 1.0 was about packaging. Web 2.0 is about delivery. Web 1.0 was on the Web. Web 2.0 is on the device of your choice. Web 1.0 was about surf and search. Web 2.0 is about subscribe. Web 1.0 was about domain names. Web 2.0 is about RSS feeds. Web 1.0 was about presentation. Web 2.0 is about dialogue. Web 1.0 was a specific moment in time. Web 2.0 is whenever you want it to be. Web 1.0 was about ownership. Web 2.0 is about mindshare. Web 1.0 was about eyeballs. Web 2.0 is about attention. Web 1.0 was about power. Web 2.0 is about potential. By Paul Colligan http://www.paulcolligan.com Driving Content Digital Media For Broadcasters Nick Grubb May 2009
  2. 2. An Integrated Content Strategy • Lessons from Susan… – Deliver true entertainment – Package it professionally – Marry it to mainstream media – Allow audience to catch up and share – Take your audience somewhere from here – Provide for co-creation – Manage, manage, manage Driving Content Digital Media For Broadcasters Nick Grubb May 2009
  3. 3. Developing A Content Strategy “Find out what your audience wants... and give it to them.” – Market – Message – Medium – Marketing – Momentum – Manage Driving Content Digital Media For Broadcasters Nick Grubb May 2009
  4. 4. An Integrated Content Strategy • Lessons from Toyota… – Hilux campaign – DRAFTFCB Driving Content Digital Media For Broadcasters Nick Grubb May 2009
  5. 5. An Integrated Content Strategy • Lessons from Toyota… – An Online success – Media leverage – Content generation for ATL – Length – Structure: Content MUST be developed centrally – Roll-out must be interpreted for each medium Driving Content Digital Media For Broadcasters Nick Grubb May 2009
  6. 6. Applying A Content Strategy Publish/Broadcast Audience input “Mainly Online” Content • Determine where the content comes from, and properly resource • Ensure the platforms carrying it are stable and interactive • Look at each seam and ensure you are mining it all correctly • Based on above, guide media selection • For EVERY seam, ensure the loop is closed • Reinforce the content generation with ATL advertising via conventional means Driving Content Digital Media For Broadcasters Nick Grubb May 2009
  7. 7. Applying A Content Strategy • Lessons from Classic fM – Have a clear idea of what will define “success” – Provide support and direction – Close the loop on every topic Driving Content Digital Media For Broadcasters Nick Grubb May 2009
  8. 8. User- Generated Content Publish/Broadcast Audience input “User-Contributed” Content (Co-creation) • Most popular online content is still conventionally produced • UG lives in the Long Tail • The best content is still guided by content people So, 1. Set up the premise 2. Collect the input 3. Edit and package the result Driving Content Digital Media For Broadcasters Nick Grubb May 2009
  9. 9. User- Generated Content New study shows: • 73% of CNN's online audience share UG video content. • 56% of respondents with mobile internet, access online content whilst on the move • 67% of those surveyed say their TV viewing on PC (desktop or laptop) has increased in the past three to four years and almost a quarter (23%) say their TV viewing on mobile devices has increased over the same period • Branded websites are the most popular online destinations for survey respondents accessing TV content online. Broadcaster websites (60%) emerged as the #1 choice for accessing TV content online. • This is followed by broadcaster sections on video sharing sites such as YouTube (13%). • Television remains the most popular viewing device for CNN's audience of global citizens. 35% watched their television set for more than 10 hours a week, whereas viewing for this length of time is considerably lower for PC (9%) and mobile devices (5%). A joint consumer behaviour study by Ericsson and CNN - Feb 2009 Driving Content Digital Media For Broadcasters Nick Grubb May 2009
  10. 10. Social Media YOU Are NOT A Dumbass! So stop hiring consultants who make you feel like a dumbass… Driving Content Digital Media For Broadcasters Nick Grubb May 2009
  11. 11. Social Media • Obama did not get elected because of social media – it was his well packaged and popular MESSSAGE • Opening a Facebook page will not make your company ride the wave of SM success Driving Content Digital Media For Broadcasters Nick Grubb May 2009
  12. 12. Social Media Some rules for SM • People will accept being marketed to if it’s a) an opt-in, b) overt and transparent, and c) of value – either entertaining or of benefit • Remember that guy from Amway – if you take advantage of being someone’s friend to sell them stuff they will never speak to you again • Different platforms have different and unique attributes. Try to understand them before applying your content all over them • If you are a company or brand, dedicate someone to your SM strategies that will ensure consistency of message, personality and involvement • In most instances you DO NOT need to be first with new technologies. Let them establish themselves Driving Content Digital Media For Broadcasters Nick Grubb May 2009
  13. 13. Improve Your Content Today! • Get an intern/customer/outsider to evaluate, and give you a list of what they find most interesting, and least interesting • Get a good measurement tool and track what people are consuming • If the content areas above that are least interesting/utilised are not critical to your business, erase them • Get your staff to answer this question “My company website is where I can go to….” • Identify the content generators in your business, and look beyond the marketing department. Get them involved • Most importantly – make sure your webmaster is a content person who is directing content every day Driving Content Digital Media For Broadcasters Nick Grubb May 2009

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