Shaw pitch deck for Content Strategy

1. Content that Delivers More

2. STATE OF
THE SITE
Shaw is currently in the
process of optimizing its
online presence and needs
to forge a new direction
with content that sticks and
gets shared often

3. SHAW’S
BRAND
VOICE
Shaw’s brand voice has
evolved with its changing
channel family, but the
values have remained:
•Friendly
•Provocative
•Helpful
•Forward-thinking
•Very current
All of ShawConnect’s

4. OPPORTUNIT
Y
As the company has
grown, its many properties
came together like a quilt
and may not have been
optimally integrated.
Content is not as easy to
stumble upon or engage
with.
Content needs to engage
with new readers and

5. THE JOB TO
BE DONE
Shaw Media needs to
deploy a strategy holding
its brand values, which
includes:
•A defined editorial
mandate incorporating a
fresh, new direction
•Identifying areas of cross-
promotion and cross-
posting

6. STRATEGY
Shaw can increase its
readership and sharability,
making ShawConnect a
daily destination for
hundreds of thousands of
Canadians by drawing in
readers with engaging,
addictive, ultra-sharable
content, enhancing the
value ad for its television
properties

7. EDITORIAL
MANDATE
The current mandate can
be enhanced by:
•Adding in weird and
wonderful stories
(Sharebait)
•Making more lists and
easy-to-digest content
•Lifting the veil on existing
shows and brands
•Repackaging existing
content in engaging,

8. SHAREBAIT:
MAKING IT
VIRAL
The most shared articles on
Buzzfeed are stories which are
“human interest with a twist.”
(Try to Make it Through This
Post Without Crying, 35 Reasons
to Have Kids)
Shaw has the opportunity to
make stories like these,
incorporating its assets to enable
sharing and draw new readers to Editorial Mandate

9. MINIFY TO
INCREASE
PAGES PER
VISIT
Lists, galleries, short posts,
video/audio posts, user
contributed/open posts are
quick & easy to read and
will increase the number of
pages per site visit, articles
shared, and more daily re- Editorial Mandate
10 Reasons Why...
Gallery: Kids: The Original Gangsters
Video: What’s in Anna
Olson’s Fridge?
We Asked You:
Vacations From Hell

10. LIFTING THE
VEIL ON
SHAW
PROPERTIES
Going “behind the scenes”
of shows, chats with key
talent or producers, and
candid photos, videos and
short interviews with key
Shaw personalities will
help build intrigue and
loyalty among viewers Editorial Mandate

11. REPURPOSE
AND
PROSPER
Strengthening ties with
content providers in the US
and abroad, Shaw can
leverage readymade
assets (photos, videos, etc)
into new, engaging content
which enhances the
viewers’ experience Editorial Mandate

12. TONIGHT:
SPECIAL
GUESTS
Canada already has blog
“Rock Stars” who can draw
their hyperfocused, active
readers to Shaw
Properties.
Leveraging the next
“Lainey Lui” can give Shaw
the competitive edge. Editorial Mandate

13. ELIMINATE
SILOS
•Identify areas of cross-
promotion and cross-posting
eg: “Celebrity Cookie Swap”-
ET Canada/FoodTV
•Leverage and enhance
tagging to generate relevant,
cross channel content in-
page
•Combine content from
existing/evergreen content
and repackage in different
Cross-Promotion

14. A DEEPER
ENGAGEMEN
T
•Introducing newer ways to
interact with content:
reaction buttons
•View article “pulse” (what
people are saying on a
scale)
•Show metrics on-page for
“most recommended, hot Engagement

15. TIMELINE
Editorial mandate changes
can begin immediately,
rolled out over 6 months
Tagging/engagement/back
end changes can be
implemented over 9-12
months

16. AND NOW...
To further discuss how
ShawConnect can take
these important steps,
contact Karen Geier at
Karengeier@gmail.com
416.898.2491