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BILL STRAWDERMANAT&T
The	  ^Case	  for	  Content	  Bill	  Strawderman	  Sr.	  Director,	  Digital	  &	  Social	  Marke7ng	  AT&T	  Business	  S...
A	  long	  7me	  ago	  in	  a	  land	  far	  away	  3	  trouble	  was	  brewing	   a	  state	  of	  malcontent	  Welcome	 ...
We	  made	  content	  so	  special…	  strong	  editorial	  premium	  quality	  …	  with	  high	  produc7on	  cost	  long	 ...
…	  that	  it	  played	  hard	  to	  get	  5	  which	  is	  the	  of	  death	  on	  the	  social	  web	  Jeepers!	  It’s	 ...
It	  was	  ^7me	  to	  rethink	  content	  6	  thankfully,	  an	  	  epiphany	  struck	  really sort of pasttrust	  shiN	 ...
It	  was	  just	  a	  maTer	  of	  trust	  7	  If you heard info about a company, whoare you most likely to trust2012 Edel...
So	  we	  gave	  it	  a	  whirl	  8	  Enable	  the	  exchange	  of	  ideas	  and	  expertise	  across	  digital	  environm...
We	  prepared	  4A	  content	  makeover	  9	  strategy	  and	  the	  right	  stuff	  The	  why,	  the	  what,	  the	  who,	...
And	  planned	  for	  “NeXe’s”	  arrival	  10	  (1.0)	  Mul7-­‐Topic	  AT&T	  Authors	  (1.0)	  Select	  Paid	  Contributo...
Building	  a	  trust	  academy	  to	  boot	  11	  •  “Exclusive”	  Managed	  Community	  •  190	  Members	  and	  Growing	...
We’re	  pleased	  with	  results	  so	  far…	  12	  “net”	  posi7ves	  2012	  web	  ecosystem	  gains	  including	  bus.aT...
We	  dare	  not	  ^rest	  on	  our	  laurels	  13	  Streamline	  Publishing	  •  Single	  idea	  sandbox	  •  Editorial	  ...
It’s	  never	  too	  late	  to	  make	  the	  case	  for	  content	  Bill	  Strawderman	  Sr.	  Director,	  Digital	  &	  ...
CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES
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The Terribly Timely Case for Content

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Presented by Bill Strawderman, Senior Director of Digital & Social Marketing at AT&T, during Content Marketing Bootcamp Boston. #contentcamp

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The Terribly Timely Case for Content

  1. 1. BILL STRAWDERMANAT&T
  2. 2. The  ^Case  for  Content  Bill  Strawderman  Sr.  Director,  Digital  &  Social  Marke7ng  AT&T  Business  Solu7ons  June  6th  2013  2  terribly timely
  3. 3. A  long  7me  ago  in  a  land  far  away  3  trouble  was  brewing   a  state  of  malcontent  Welcome  to    Bedminster,  NJ  circa  2010  decreasing  content  engagement  net  nega7ve  opt-­‐ins  waning  content  diversity  
  4. 4. We  made  content  so  special…  strong  editorial  premium  quality  …  with  high  produc7on  cost  long  lead  7me  limited  coverage  of  early  &  mid  funnel  
  5. 5. …  that  it  played  hard  to  get  5  which  is  the  of  death  on  the  social  web  Jeepers!  It’s  not  like  I  asked  for  your  blood  type.  
  6. 6. It  was  ^7me  to  rethink  content  6  thankfully,  an    epiphany  struck  really sort of pasttrust  shiN  deep  IP  within  the  company  rise  of  personal  brands  didn’t  want  to  get  fired  individuals  create  powerful  ideas  they  also  give  them  flight  
  7. 7. It  was  just  a  maTer  of  trust  7  If you heard info about a company, whoare you most likely to trust2012 Edelman Trust Barometer
  8. 8. So  we  gave  it  a  whirl  8  Enable  the  exchange  of  ideas  and  expertise  across  digital  environments  which  lead  to  faster  and  more  informed    technology  purchase  decisionsTrustworthy  Ideas  Ef8icient  Reach  Highly  Accessible  Learning    Culture  Accountable  
  9. 9. We  prepared  4A  content  makeover  9  strategy  and  the  right  stuff  The  why,  the  what,  the  who,  an  idea  of  how  4  week  supply  of  “geXng  started”  content  cultural  “smack-­‐down”  The  epic  baTle  over  ideology  and  risk  Transla7on:  OMG  &  WTF  lean  &  accountable  process  The  eyes  glazed  over  part  to  minimize  WTF  and  OMG  
  10. 10. And  planned  for  “NeXe’s”  arrival  10  (1.0)  Mul7-­‐Topic  AT&T  Authors  (1.0)  Select  Paid  Contributors  (1.0)  2-­‐3x  Daily  Publishing  (1.0)  Earned/Owned  Traffic  Model  (2.0)  Highly  Integrated  w/  Core  Site    &    Marke7ng  Automa7on  (3.0)  Integrated  w/Premium  Content  (3.0)  Responsive  Mobile  Design  hTp://www.neblog.aT.com  
  11. 11. Building  a  trust  academy  to  boot  11  •  “Exclusive”  Managed  Community  •  190  Members  and  Growing  •  On-­‐Boarding  &  Editorial  Support  •  Ongoing  EducaTon  Commitment  •  Behavior/Influence  Achievements  
  12. 12. We’re  pleased  with  results  so  far…  12  “net”  posi7ves  2012  web  ecosystem  gains  including  bus.aT.com  and  we  need  more  direct  evidence  of  impact  
  13. 13. We  dare  not  ^rest  on  our  laurels  13  Streamline  Publishing  •  Single  idea  sandbox  •  Editorial  workflow  •  Real-­‐7me  collabora7on  •  Seamless  publishing  Editorial  Impact  •  Beats  &  Assignments  •  Visual  Content  •  U7lity  &  “Chops”  •  Atomiza7on  •  Work  the  Spokes  even for a minute
  14. 14. It’s  never  too  late  to  make  the  case  for  content  Bill  Strawderman  Sr.  Director,  Digital  &  Social  Marke7ng  AT&T  Business  Solu7ons  June  6th  2013  14  
  15. 15. CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES

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