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Content Strategy 2015: Marketing, Mobile, and the Enterprise

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Content remains a fundamental challenge for all of our organizations. Instead of talking about "what's next," let's talk about what's needed. Find out what basic questions every company should ask in 2015 before committing budget to new content marketing and management programs.

Published in: Marketing
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  • In 2016, mobile is even more important. The consumer consumes more of the internet through his or her phone than any other device. Mobile messaging apps are starting to have a huge impact in the "dark social" as well. Great slides Kristina!
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Content Strategy 2015: Marketing, Mobile, and the Enterprise

  1. Content Strategy 2015: Marketing, Mobile, and the Enterprise Kristina @Halvorson braintraffic.com confabevents.com
  2. What is “content strategy”?
  3. 2009
  4. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.
  5. 2012
  6. Content strategy guides planning for the creation, delivery, and governance of content… …plus a whoooole lot of caveats.
  7. the quad © 2015 Brain Traffic
  8. 2013-2014
  9. Who Brain Traffic worked with
  10. Jazz hands no more.
  11. What is “strategy”?
  12. An integrated cascade of choices What is our winning aspiration? Where will we play? How will we win? What capabilities must be in place? What management systems are required? The right playing field: Where we will compete: our geographies, product categories, consumer segments, channels, vertical stages of production The purpose of the enterprise: our guiding aspirations The unique right to win: Our value proposition Our competitive advantage The support systems: Systems, structures, and measures required to support choices The set of capabilities required to win: Our reinforcing activities Our specific configuration Source: Roger Martin, hbr.org
  13. Diagnosis Guiding Policy Set of Coherent Actions The Kernel of Strategy • Creating a ‘map of the territory’ and figuring out “What’s going on here?” • Insightful diagnosis can transform one’s view of the situation • An overall approach for overcoming obstacles and/or harvesting opportunities highlighted by the diagnosis • Channels actions in certain directions (and not others) without saying what exactly shall be done • Does not need to spell out all actions, yet there must be enough clarity about action to make concepts concrete and actionable • Actions should coordinate and build upon each other (fit/consistency) so as to generate punch 1 2 3 Source: Good Strategy, Bad Strategy by Richard Rumelt
  14. The Big Opportunity A window into a winning future that is realistic, emotionally compelling, and memorable Change Vision What you need to look like to be able to capitalize on the Big Opportunity Strategic Initiatives Activities that, if designed and executed fast enough and well enough, will make your vision a reality Source: Accelerate by John P. Kotter, hbr.org
  15. The right content, to the right person, in the right place, at the right time.
  16. Content Strategy for Marketing
  17. Content marketing is the approach of creating and distributing valuable and consistent content to a targeted audience, with the objective of driving some profitable action… – “The Evolution of Content Marketing Will Include Intelligent Content” Joe Pulizzi, 1/12/2015 “
  18. Building loyalty and trust with an audience over a long period opens up amazing opportunities to sell more, save costs, or create customers for a lifetime. – “The Evolution of Content Marketing Will Include Intelligent Content” Joe Pulizzi, 1/12/2015 “
  19. • 1 billion impressions • 100 million annual website visits • 98% product penetration in US households • Yields 4x better ROI than traditional advertising HOLY CRAP IT WORKS!!!! 2015 Content Marketer of the Year
  20. • 86% of B2C marketers use content marketing • 91% of B2B marketers use content marketing • 95% of B2B enterprise marketers use content marketing • 78% of CMOs think custom content is the future of marketing http://www.ragan.com/Main/Articles/24_stats_about_the_importance_of_content_marketing_46163.aspx
  21. Sexy might sell, but it rarely satisfies.
  22. • Talk to your audiences to find out what really matters. • If your Big Idea doesn’t work, kill it quickly. • Don’t kid yourself about capacity. • Stop using “engagement” as a metric. 2015
  23. Content Strategy for Mobile
  24. The right content, to the right person, in the right place, at the right time.
  25. It is your mission to get your content out, on whichever platform, in whichever format your audience wants to consume it. Your users get to decide how, when, and where they want to read your content. It is your challenge and your responsibility to deliver a good experience to them. Content Strategy for Mobile by Karen McGrane “
  26. http://blog.braintraffic.com/wp-content/uploads/2012/03/structured-content.png
  27. http://www.hci-itil.com/ITIL_v3/images/ service_improvement_ch7_fig_7_1.jpg
  28. http://what-when-how.com/ wp-content/uploads/ 2012/06/tmpe113102.png
  29. We’ve been so excited to go from nothing to something really cool. I guess it doesn’t work that way, huh. – Actual Client “
  30. You can’t accelerate with a broken engine.
  31. • Pick a pilot content modeling project and see it through (including post-launch review). • Do an honest assessment of where you are with your content lifecycle management. • Don’t worry about fancy CMS features until your necessary tools are optimized. • Don’t spend money on stuff you can’t use yet. 2015
  32. Content Strategy for the Enterprise
  33. We have too much content. We don’t have enough content. Our content is inconsistent. We create content in silos. We have no success metrics. We have no customer research. My boss doesn’t get it. My team doesn’t get it. We have 12 sucky CMSes. Our content isn’t structured. Responsive design broke it. What if I get hit by a bus.
  34. Audit the content! Fix the IA! Get an editorial guide! Here’s a content map!
  35. Your tools are wrong. You don’t have the right skill sets. No one’s accountable. Leadership isn’t leading.
  36. Diagnosis Guiding Policy Set of Coherent Actions The Kernel of Strategy • Creating a “map of the territory” and figuring out “What’s going on here?” • Insightful diagnosis can transform one’s view of the situation • An overall approach for overcoming obstacles and/or harvesting opportunities highlighted by the diagnosis • Channels actions in certain directions (and not others) without saying what exactly shall be done • Does not need to spell out all actions, yet there must be enough clarity about action to make concepts concrete and actionable • Actions should coordinate and build upon each other (fit/consistency) so as to generate punch 1 2 3 Source: Good Strategy, Bad Strategy by Richard Rumelt
  37. Goal: Integrate publishing processes Strategy #1: Store all content in a central Drupal CMS Strategy #2: Empower a CS team to facilitate collaborative content workflows Strategy #3: Establish a content governance council for ongoing oversight Vision: Right content blah blah blah
  38. Strategy forces us to prioritize
  39. http://marketingland.com/wp-content/ml-loads/2013/04/image.jpeg Reality
  40. CONTENT STRATEGIST CONTENT STRATEGIST CONTENT STRATEGIST CONTENT STRATEGIST Content strategists facilitate conversations and collaboration across teams responsible for major content initiatives. The Guiding Coalition establishes strategy, pillars, and the roadmap of priorities.
  41. Governance requires leadership.
  42. • Take stock of your current strategies for content creation, management, and measurement. • Question the metrics you’re using for success. • Listen to the people on the front lines. • Empower someone to lead the charge. • Don’t do it all. 2015
  43. Content Strategy for You
  44. People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. – Steve Jobs “
  45. the quad © 2015 Brain Traffic How do we know this is the right content? How will this content appear across channels? Do we have the skills, budget, tools, and time? Who’s in charge of ongoing content quality?
  46. Good content strategy … • Defines outcomes and measurements • Helps prioritize investments • Shapes infrastructure • Keeps you from losing your mind
  47. FOMO
  48. We live in a moment of history where change is so speeded up that we begin to see the present only when it is already disappearing. – R.D. Laing “
  49. Thank you. Kristina @Halvorson http://braintraffic.com
  50. ConfabEvents.com

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