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.
CONTENT
STRATEGY:SETTING UP YOUR STRATEGY
FOR RESULTS
Geoffrey Colon, Group Product Marketing Manager - Microsoft
AGENDA
‣ Who Are You?
‣ Why Content?
‣ Read: Is Content the New Currency?
‣ Who Are Your Customers?
‣ Establishing Objecti...
Who Are You?
CONTENT STRATEGY
HELLO!
‣ What’s Your Name?
‣ What Do You Want to Learn?
‣ What Do You Do?
‣ What’s the Last Song You Listened To Before Yo...
Why Content?
CONTENT STRATEGY
CONTENT STRATEGY
“In an ever fragmenting media world, the question to ask yourself in the
transforming world of media and ...
READ: Is Content The New Currency?
CONTENT STRATEGY
CONTENT STRATEGY
Read the article on Fast Company and be prepared to discuss the following:
IS CONTENT THE NEW CURRENCY?
Who Are Your Customers?
CONTENT STRATEGY
CONTENT STRATEGY
WHO ARE YOUR CUSTOMERS?
Establishing Objectives
CONTENT STRATEGY
CONTENT STRATEGY
3 Major Objectives that Content Marketing Tries to Attain:
1. BRAND AWARENESS
2. VISITS TO YOUR OWNED CHA...
READ: Is Trust The New Currency?
CONTENT STRATEGY
CONTENT STRATEGY
READ the article on LinkedIn and be prepared to discuss the following:
1. What is your main goal for usin...
The Neuroscience of Content
CONTENT STRATEGY
CONTENT STRATEGY
Because of BIOLOGY, content based
solely on logic and data doesn’t resonate
with audiences. Think about t...
CONTENT STRATEGY
Watch the video. What should you
consider when you plan to make content
on behalf of your organization. W...
Behavioral Targeting
CONTENT STRATEGY
CONTENT STRATEGY
Five areas to help you find your audience and target them effectively:
1. Search and Social Data
2. Creat...
Key Performance Indicators
CONTENT STRATEGY
CONTENT STRATEGY
Body copy
KEY PERFORMANCE INDICATORS
CONTENT STRATEGY
Body copy
KEY PERFORMANCE INDICATORS
CONTENT STRATEGY
Let’s Diagnose the following
CASE STUDY by IBM
KEY PERFORMANCE INDICATORS
CONTENT STRATEGY
KEY PERFORMANCE INDICATORS
What did
IBM Ask
and
Answer?
Additional Reading:
• Disruptive Content Marketing, Disciplined Results
• How Social Engagement Metrics Inform Your Conten...
Q&A
CONTENT STRATEGY
‣ Body Level One
‣ Body Level Two
‣ Body Level Three
‣ Body Level Four
‣ Body Level Five
‣ Body Level One
‣ Body Level Two...
Content Strategy: Setting Up Your Strategy for Results
Upcoming SlideShare
Loading in …5
×

Content Strategy: Setting Up Your Strategy for Results

2,846 views

Published on

For more on this subject go to: http://disruptivemarketer.net

Content has always been a conduit to creating conversation on the social web which is the best way for customers to discover your solutions and how they may be able to integrate them into their day-to-day. In this course we will go through a number of ways to build a winning strategy in this emerging and constantly evolving field of communication.

Takeaways:

Who are your customers?
Establishing objectives
The Neuroscience of Content
Behavioral Targeting
Key Performance Indicators - What does success look like?

About the Instructor:

Geoffrey Colon is a Growth Marketer at Microsoft for the Bing Ads product based in Bellevue, Washington. In his role, Geoffrey leads a scrum team of social media marketers and data analysts who create, execute and measure digitally-driven strategies to help drive education and adoption of the Bing Ads product by small to medium sized businesses and premium marketers and advertisers. He is also a subject matter expert on personal branding, the DIY economy, social data, socializing the enterprise, content marketing and disruptive innovation.

Prior to joining Microsoft, Geoffrey was vice president of digital strategy at Ogilvy & Mather in New York City. In that role, Geoffrey created and executed tactical social strategies for a variety of business divisions within IBM including Mobile, Cloud, Systems and Technology, Midmarket, Software and the Smarter Planet brand. He authored several of the top thought leadership pieces for the agency including one on content as the new currency for Fast Company.

Colon has spent 20 years in digital marketing working for and with several of the most influential brands including Coca-Cola, Kraft, Spotify, Netflix, American Express, The Economist, UPS, USA Network, WWE, History Channel, A&E, Food Network and Smirnoff.

Mr. Colon is a 1994 graduate of Lehigh University with a Bachelor of Arts degree in Journalism and Communications and a minor in Political Science. He has over 20 years of experience in left-of-center marketing techniques.

Geoffrey is host of the weekly podcast Disruptive FM on the Spreaker network, is a LinkedIn influencer and blogs at FuturistLab.Tumblr.com. He has been quoted in various publications and media outlets including Marketplace, NPR, Wall Street Journal, Billboard Magazine and Digiday. Colon is currently working on his first business book “Disruptive Marketing” due out in 2016 on AMACOM Publishing.

You can follow him on Twitter @djgeoffe

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
  • Nice Geoff. Question on your 4-1-1 breakout (an evolved version of our 80/20 split rule from back in the day!) You define "entertainment/education" posts as a separate category from "equity" posts. I've always considered equity posts as entertainment/educational -- really just anything that wasn't promotional. So what's your new definition for equity posts? Is it literally a brand equity play, or are you defining it another way?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Content Strategy: Setting Up Your Strategy for Results

  1. 1. CONTENT STRATEGY:SETTING UP YOUR STRATEGY FOR RESULTS Geoffrey Colon, Group Product Marketing Manager - Microsoft
  2. 2. AGENDA ‣ Who Are You? ‣ Why Content? ‣ Read: Is Content the New Currency? ‣ Who Are Your Customers? ‣ Establishing Objectives ‣ Read: Is Trust the New Currency? ‣ The Neuroscience of Content ‣ Behavioral Targeting ‣ Key Performance Indicators – What Does Success Look Like?
  3. 3. Who Are You? CONTENT STRATEGY
  4. 4. HELLO! ‣ What’s Your Name? ‣ What Do You Want to Learn? ‣ What Do You Do? ‣ What’s the Last Song You Listened To Before You Came Here? ARE YOU?
  5. 5. Why Content? CONTENT STRATEGY
  6. 6. CONTENT STRATEGY “In an ever fragmenting media world, the question to ask yourself in the transforming world of media and marketing is: ‘How Do I Become Part of a Customer’s Dialog or Thought Recollection Every Day?’” WHY CONTENT?
  7. 7. READ: Is Content The New Currency? CONTENT STRATEGY
  8. 8. CONTENT STRATEGY Read the article on Fast Company and be prepared to discuss the following: IS CONTENT THE NEW CURRENCY?
  9. 9. Who Are Your Customers? CONTENT STRATEGY
  10. 10. CONTENT STRATEGY WHO ARE YOUR CUSTOMERS?
  11. 11. Establishing Objectives CONTENT STRATEGY
  12. 12. CONTENT STRATEGY 3 Major Objectives that Content Marketing Tries to Attain: 1. BRAND AWARENESS 2. VISITS TO YOUR OWNED CHANNELS (Data Collection, Call to Action, Transaction) 3. SOCIAL DISCUSSION AROUND A TOPIC (Being Where People Engage and Interact) ESTABLISHING OBJECTIVES
  13. 13. READ: Is Trust The New Currency? CONTENT STRATEGY
  14. 14. CONTENT STRATEGY READ the article on LinkedIn and be prepared to discuss the following: 1. What is your main goal for using content marketing? 2. What other types of content do your targeted customers enjoy? 3. What personas define those customers? 4. Is your content one-way or two-way in design? 5. What forms of content will work best to build a trust factor? READ: IS TRUST THE NEW CURRENCY?
  15. 15. The Neuroscience of Content CONTENT STRATEGY
  16. 16. CONTENT STRATEGY Because of BIOLOGY, content based solely on logic and data doesn’t resonate with audiences. Think about these three factors when designing: 1. Emotion 2. Passion 3. Personal Value THE NEUROSCIENCE OF CONTENT
  17. 17. CONTENT STRATEGY Watch the video. What should you consider when you plan to make content on behalf of your organization. What does Sinek say that you should consider when building content? What’s your purpose? What Why How How Why What THE NEUROSCIENCE OF CONTENT
  18. 18. Behavioral Targeting CONTENT STRATEGY
  19. 19. CONTENT STRATEGY Five areas to help you find your audience and target them effectively: 1. Search and Social Data 2. Creative Insights 3. Trending Topics 4. Social CRM 5. Platforms and Distribution BEHAVIORAL TARGETING
  20. 20. Key Performance Indicators CONTENT STRATEGY
  21. 21. CONTENT STRATEGY Body copy KEY PERFORMANCE INDICATORS
  22. 22. CONTENT STRATEGY Body copy KEY PERFORMANCE INDICATORS
  23. 23. CONTENT STRATEGY Let’s Diagnose the following CASE STUDY by IBM KEY PERFORMANCE INDICATORS
  24. 24. CONTENT STRATEGY KEY PERFORMANCE INDICATORS What did IBM Ask and Answer?
  25. 25. Additional Reading: • Disruptive Content Marketing, Disciplined Results • How Social Engagement Metrics Inform Your Content Marketing Strategy • Social by Design REMIXED CONTENT STRATEGY
  26. 26. Q&A CONTENT STRATEGY
  27. 27. ‣ Body Level One ‣ Body Level Two ‣ Body Level Three ‣ Body Level Four ‣ Body Level Five ‣ Body Level One ‣ Body Level Two ‣ Body Level Three ‣ Body Level Four ‣ Body Level Five THANKS! ‣ Body Level One ‣ Body Level Two ‣ Body Level Three ‣ Body Level Four ‣ Body Level Five GEOFFREY COLON ‣ Body Level One ‣ Body Level Two ‣ Body Level Three ‣ Body Level Four ‣ Body Level Five ‣ @djgeoffe ‣ gcolon@microsoft.com ‣ Blog: FuturistLab.Tumblr.Com ‣ SlideShare: slideshare.net/geoffreycolon

×