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“Thinking Outside the Content Marketing Strategy Trap”


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Scott Abel, The Content Wrangler, will explore The Content Marketing Strategy Trap and how failing to avoid it often leads well-intentioned strategists down the wrong path. Attendees will learn how avoiding the trap led one retailer to become a publisher of online repair manuals designed to teach “do-it-yourselfers” how to fix things, while
selling them the goods they need to do the job. Sales are driven completely by visually engaging, standardized instructional content delivered to the web, to smartphones and to mobile devices. Return on investment is no longer a wild guess. It’s directly tied
to individual pieces of content. And, the community is not only allowed to participate, but they are encouraged to create their own content. By thinking outside The Content Marketing Strategy Trap, the retailer has become a leader in their market. Their strategy is
so successful that other retailers of products that require assembly, sometimes break, or need occasional maintenance are clamoring to replicate it.

Published in: Business, Technology
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“Thinking Outside the Content Marketing Strategy Trap”

  1. 1. Thinking Outside The Content Marketing Strategy Trap Scott Abel The Content Wrangler #cmworld @scottabel • #cmworld
  2. 2. thinking outsidethe content marketingstrategy trap #cmworld
  3. 3. scott abelthe content wrangler #cmworld
  4. 4. #cmworld
  5. 5. like Jesus,I’m on Twitter@scottabel #cmworld
  6. 6. I’m here to sharefour thingswith you #cmworld
  7. 7. the difference betweencontent marketingandcontent strategy #cmworld
  8. 8. how to think strategicallyabout yourcontent marketingefforts #cmworld
  9. 9. case study of one company that has akick asscontent marketingstrategy #cmworld
  10. 10. advice to help you avoidthecontent marketingstrategytrap #cmworld
  11. 11. first things first...wheredo westart? #cmworld
  12. 12. it’s always best to start byestablishinga commonvocabulary #cmworld
  13. 13. by now, we all knowwhatcontent marketingmeans #cmworld
  14. 14. #cmworld
  15. 15. but, justin case,let’s review #cmworld
  16. 16. Content marketing is thecreation and distribution ofrelevant, valuable content... #cmworld
  17. 17. ...content designed to attract,acquire, and engage a clearlydefined and understoodaudience... #cmworld
  18. 18. ...with the objective ofdriving profitable customerinteraction... #cmworld
  19. 19. did you notice the presence of these words...creation,distribution,relevant #cmworld
  20. 20. and the presence of these words...attract, engagevaluable, profitable,defined #cmworld
  21. 21. did you notice the absence of these words?style guide,tweet, voice, tone,inbound, SEO #cmworld
  22. 22. did you notice the absence of these words?branding,cost per ‘like’, clicks,social media #cmworld
  23. 23. did you notice the absence of these words?storytelling,PR, engagement,buzz, channel #cmworld
  24. 24. to be sure, content marketing is aboutplanning,revenue, metrics,scheduling #cmworld
  25. 25. as well as...audience,engagement,distribution #cmworld
  26. 26. but, there is some confusion between...contentstrategy and contentmarketing #cmworld
  27. 27. these two terms are often treated as synonymswords thatmean exactly ornearly the sameas other words #cmworld
  28. 28. confusion is often introduced by our peersmarketingand strategy #cmworld
  29. 29. #cmworld
  30. 30. being inexact does not help us make the casesynonymsthey aren’t,not even close #cmworld
  31. 31. when words are misused, they lose meaningpeople hearthem, and theydisengage #cmworld
  32. 32. definitions are importantso, what doescontent strategymean? #cmworld
  33. 33. let’s take a look at the first wordwhat is thedefinition ofstrategy? #cmworld
  34. 34. simply putstrategy isabout shaping thefuture #cmworld
  35. 35. strategy helps you figure outwhat to do nowto get what you wantlater #cmworld
  36. 36. strategy isn’t just about planningstrategy isabout outthinking thecompetition #cmworld
  37. 37. strategy is about decisionsstrategy isthe art of thepossible #cmworld
  38. 38. strategy is about using what is possible nowto do thingsin the future that areimpossible today #cmworld
  39. 39. strategists whodon’t taketime to think arejust planners #cmworld
  40. 40. strategy is aboutvision,planning,adapting #cmworld
  41. 41. strategy is about adaptation, being flexiblereacting toreal-worldsituations #cmworld
  42. 42. definitions are importantso, what doescontent strategymean? #cmworld
  43. 43. Michael Brenner, SAP sayscontent strategy ishaving the contentyour audience needs...delivered in all theplaces they go #cmworld
  44. 44. #cmworld
  45. 45. #cmworld
  46. 46. content strategy isa repeatable systemthat governs themanagement ofcontent throughoutthe entire contentlifecycle #cmworld
  47. 47. a content strategy spells out how you plan toleverage yourbusiness assets toachieve goals #cmworld
  48. 48. do you know...what docontent strategistsdo? #cmworld
  49. 49. Content strategists managethe cost of value. They arebusiness consultants whodeal with content. #cmworld
  50. 50. content strategists are concerned withauthoring,management, anddelivery #cmworld
  51. 51. content strategists are involved inplanning,governance, change,process #cmworld
  52. 52. content strategists are responsible formeasuring,communicating,influencing #cmworld
  53. 53. content strategists are often challenged toreduce wastedeffort, guide changesin process #cmworld
  54. 54. their audiences areinternalmore often thanexternal #cmworld
  55. 55. everything they do...musttrack backto value #cmworld
  56. 56. Content strategists rely onmathematics to make thebusiness case for changesthat create value. #cmworld
  57. 57. case study of one company that has akick asscontent marketingstrategy #cmworld
  58. 58. Case Study
  59. 59. millions of potential customers in the US Challenge/Opportunity to become the largest third-party seller of Apple replacement parts
  60. 60. become a products and parts Strategy: First Step identify manufacturers to provide products
  61. 61. put it on the web and sell world Strategy: Second Step set up an online catalog of replacement parts
  62. 62. lather, rinse, Strategy: Third Step make sales, earn tremendous profit
  63. 63. Strategy: Results not the results they had hoped for
  64. 64. #cmworld
  65. 65. First Lesson Learned “build it and they will come” (and buy) isn’t an eCommerce strategy, it’s a movie theme
  66. 66. content provided by parts manufacturers is often of *questionable quality* Second Lesson Learned
  67. 67. too much creativity andfreedom is a bad Third Lesson Learned consistent, high quality content requires a standardized, repeatable structure
  68. 68. big images accompanied by a little text often communicates better than many words accompanied by a few Fourth Lesson Learnedimages help consumers believe theycan “fit it” without messing things up
  69. 69. in a mobile, global world, oldapproaches no longer Fourth Lesson Learned Fifth Lesson Learned pdf is not the answer
  70. 70. recognize role as publisher adopt a formal mobile-focused , content strategyContent Marketing Strategy: First Steps re-imagine the service repair manual as a high quality, media-rich, socially-enabled, mobile-device-friendly, eCommerce platform and community
  71. 71. create multi-channel, device-and platform-agnostic contentContent Marketing Strategy: Second Steps recognize the need for authoring environment that supports the separation of content from its formatting information
  72. 72. enlist the help ofpublishers that “get it”Content Marketing Strategy: Third Steps create an easy-to-use standard designed to support the needs of readers and make content available on mobile devices of all types, including ones not yet envisioned
  73. 73. build a community-based software platformContent Marketing Strategy: Fourth Steps allow both writers and community members to create repair manuals
  74. 74. Content Marketing Strategy: Fifth Steps leverage keyword-rich content to drive traffic and generate sales of repair tools and replacement parts
  75. 75. The Result
  76. 76. users often discover via Results: Google Juice the site is most popular non-Apple site
  77. 77. Paradigm shift dominant image plus minimal text
  78. 78. Multiple outputs provide various viewing options
  79. 79. Multiple outputs if you require a pdf, you can have one
  80. 80. Multiple outputs embed code provided for social & blogs
  81. 81. Multiple outputs content is marked up in oManual xml
  82. 82. iPhone, iPad, iPod Touch, Android content is ‘future-proofed’ Multiple devicescontent is dynamic published to mobile devices; updated automatically
  83. 83. Questions/Answers community / collaboration / co-authoring
  84. 84. Patrol users edit and monitor content
  85. 85. Badges awards, points, deputizing
  86. 86. Users user community, ratings
  87. 87. Teams forming groups, consulting firms, niche communities
  88. 88. Contribute users encouraged to contribute / form-based entry
  89. 89. Contribute behind the form: oManual xml standard
  90. 90. eCommerce they sell tools and parts to pay for it!
  91. 91. Next steps: Adapting Content Strategy professional / crowd-sourced translation
  92. 92. iFixit content marketing strategyrelevant keywords +rich media + simpleinstructions + socialsharing = sales #cmworld
  93. 93. recommended resources to get you started #cmworld
  94. 94. recommended resources to get you farther #cmworld
  95. 95. the content wrangler scott abel @scottabel #cmworld
  96. 96. thinking outsidethe content marketingstrategy trap #cmworld
  97. 97. Thinking Outside The Content Marketing Strategy Trap Scott Abel The Content Wrangler #cmworld @scottabel • #cmworld