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Content Strategy Workshop for Contently Finance Summit

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The primary elements of change management required to implement content strategy.

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Content Strategy Workshop for Contently Finance Summit

  1. 1. contently.com Contently Executive Summit: Finance APRIL 6, 2016 Content Strategy Workshop Rebecca Lieb ANALYST | AUTHOR | ADVISOR | @LIEBLINK
  2. 2. “If you want to learn about a culture, listen to the stories. 
 If you want to change the culture, change the stories.” —MICHAEL MARGOLIS
  3. 3. 3 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance AgendaAgenda • Content Marketing: What & Why? • Organizing for Content • Fostering a Culture of Content • Converged Media: Paid, Owned & Earned Media Integration • Real-Time Marketing
  4. 4. We’re Tuning Out 
 the Noise Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/
  5. 5. 5 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance 77% of Internet users do not engage with online advertising. A shift from “push” to “pull” marketing is imperative to brand survival.
  6. 6. 6 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance A Need for “Rebalance” • Advertising campaigns vs. continual initiatives • New demands on marketing departments and the enterprise • Emerging technology allows any organization to function as a media company
  7. 7. 7 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Shifting from “Push” to “Pull” • Company culture • Resources and staffing • Budgets • Service provider relationships • Training • Tools vs. strategy • Advertising integration
  8. 8. What is 
 Content Marketing?
  9. 9. 9 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Content marketing is a pull strategy—
 it’s the marketing of attraction. 
 It’s being there when consumers need you, 
 and seek you out with relevant, educational, helpful, compelling, engaging and sometimes entertaining information.
  10. 10. 10 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Three Types of Content Marketing 1. Entertains 2. Informs and Educates 3. Provides Utility
  11. 11. 11 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Three Types of Content Marketing 1. Entertains — TD Bank 2. Informs and Educates 3. Provides Utility
  12. 12. 12 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance TD Bank’s Candid Camera-like talking ATM machine campaign went viral on YouTube with over 23.5M views. ATM’s greet customers by name, thank them for their business. TD Bank’s Talking ATMs — #TDThanksYou
  13. 13. 13 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Three Types of Content Marketing 1. Entertains 2. Informs and Educates — HR Block Block Talk 3. Provides Utility
  14. 14. 14 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance HR Block’s Block Talk
  15. 15. 15 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Three Types of Content Marketing 1. Entertains 2. Informs and Educates 3. Provides Utility — Fidelity’s Financial Planning Tools; Chase Quick Deposit
  16. 16. 16 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Fidelity offers a free to use portfolio of over 20 financial planning tools in 10 categories that aid in financial planning, investments, savings, tax planning, retirement and more. Fidelity’s Financial Planning Tools
  17. 17. 17 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Chase – Quick Deposit mobile app
  18. 18. Content Marketing vs. Content Strategy
  19. 19. The Content Strategy 
 Process is the Foundation of 
 Content Marketing
  20. 20. 20 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Content Strategy The planning, development, and management of informational content. Content strategy must encompass content 
 creation, repeatability, delivery, governance, ability to achieve business goals by maximizing the 
 impact of content. • Is about repeatable frameworks • Is what makes content marketing effective • Marketers don’t necessarily create content strategies, but rather implement them. Content Marketing The creation and sharing of content for 
 marketing purposes. In digital channels, it refers to content that resides on properties the brand owns (e.g., a website) or largely controls from a content perspective (social media channels, syndication). • Earned and owned media • Long-term initiatives vs. short-term campaigns • New skills as publishers, producers and community managers • Evolution from advertisers to storytellers Content Strategy vs. Content Marketing
  21. 21. 21 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Content strategy plans for the creation, publication, and governance of useful, usable content…The content strategist must work to define not only which content will be published, but why we’re publishing it in the first place. Otherwise, content strategy isn’t strategy at all: it’s just a glorified production line for content nobody really needs or wants. — KRISTINA HALVORSON Content Strategy vs. Content Marketing
  22. 22. 22 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Content Strategy The planning, development, and management of informational content. Content strategy must encompass content 
 creation, repeatability, delivery, governance, ability to achieve business goals by maximizing the 
 impact of content. • Is about repeatable frameworks • Is what makes content marketing effective • Marketers don’t necessarily create content strategies, but rather implement them. Content Marketing The creation and sharing of content for 
 marketing purposes. In digital channels, it refers to content that resides on properties the brand owns (e.g., a website) or largely controls from a content perspective (social media channels, syndication). • Earned and owned media • Long-term initiatives vs. short-term campaigns • New skills as publishers, producers and community managers • Evolution from advertisers to storytellers Content Strategy vs. Content Marketing
  23. 23. 23 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • Awareness • Trust • Donation/purchase Intent • Word-of-mouth • Customer Engagement • Lower Acquisition Costs Content Marketing Builds Stronger Brands
  24. 24. Organize for Content: Harmoniously 
 Conduct Content Photo Credit: Toronto Symphony Orchestra
  25. 25. 26 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Lead with Process: • Create an empowered cross-functional governor or governing body with executive support and/or authority • Locate and identify existing content and content sources • Identify dotted-line reports Recommendations: Make Room for Content
  26. 26. 27 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Lead with Process: • Create efficient processes, approval systems and schedules • Create governance documentation (style, edit and brand guides, personas, voice and tone guidelines, editorial calendars) • Integrate owned with paid and earned media Recommendations: Make Room for Content
  27. 27. 28 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Lead with Process: • Train: usually, varying programs for different stakeholders • Plan beyond “hire a journalist.” Graphics, video, and visual storytelling, and well as multiplatform considerations • Hire the right people, bring them in at the right time Recommendations: Make Room for Content
  28. 28. 29 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Mate with Technology: • Be a technology stakeholder • Include IT in governing structure for mutual understanding of requirements • Involve stakeholders in technology requirement scoping Recommendations: Make Room for Content
  29. 29. 30 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Follow with Measurement: • Define, then align, goals, measurement and KPIs • Share and discuss results across stakeholders • Constantly evaluate and redefine KPIs and metrics • Ensure content metrics aren’t at odds with stakeholder’s individual goals Recommendations: Make Room for Content
  30. 30. A Culture of Content
  31. 31. A Culture of Content exists when the content’s importance is evangelized enterprise-wide, content is shared and made accessible, creation and creativity 
 are encouraged, and content flows up and downstream, as well as across divisions.
  32. 32. 33 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance A Culture of Content is a Content Engine
  33. 33. 34 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • Listen for consumer insights 
 across channels. • Design content to unify the 
 customer–brand experience. • Assess all content for worthiness. 1. Customer Obsession Guides Content
  34. 34. 35 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • Crystallize how the content supports 
 the brand vision. • Incorporate that vision into training 
 and evangelism. • Only publish content that supports 
 the brand vision. 2. Align Content with Brand
  35. 35. 36 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • Evangelize and test department-specific initiatives to drive bottom-up support. • Leverage cross-functional results and support to drive top-down support. • Both C-level and content leaders must reinforce an ongoing culture of content. 3. Drive Content Leadership from Top Down 
 and Bottom Up
  36. 36. 37 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • Content leaders must lead the content evangelism. • Articulate and demonstrate WIIFM, both bottom-up and top-down. • Commit to ongoing cross-functional evangelism, support, communication, and optimization. 4. Culture Requires Constant Evangelism
  37. 37. 38 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • Start with small, tightly scoped, inexpensive pilots. • Listen, analyze, A/B test, optimize, and repeat. • Take risks, fail forward, and apply lessons. 5. Test & Learn
  38. 38. 39 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • Global must provide strategic oversight, support, resources, and direction. • Enable local teams with appropriate cultural, linguistic, and contextual resources. • Appoint regional and/or local content leaders to scale training and ongoing evangelism. 6. Global Must Enable Local
  39. 39. 40 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • Integrate across people: workflows, tool access, collaboration, best-practice sharing • Integrate across technology: data sets, systems, third-party tools, analytics • Integrate across media: paid, earned, owned, 
 local, etc. 7. Integrate Across All Cultural Components
  40. 40. Paid & Earned 
 Media Integration
  41. 41. 42 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Defining Converged Media Display, banner ads Sponsored posts, ads PPC ads Pay per post blogging F-Commerce
  42. 42. 43 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance What does this look like on Facebook? Paid Owned Earned
  43. 43. 44 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance What does this look like on Twitter? Paid Owned Earned
  44. 44. 45 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • Defining Converged Media • Converged Media Workflow • Case Examples Paid & Earned Media Integration
  45. 45. 46 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration
  46. 46. 47 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • Defining Converged Media • Converged Media Workflow • Case Examples Paid & Earned Media Integration
  47. 47. 48 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Starbucks leverages real-time ad buys Starbucks capitalized on Snowstorm Nemo in with agile deployment of social ads. Targeting Facebook and Twitter conversations around the blizzard, specifically rending ads for viewers clicking on the hashtags #Nemo and #blizzard and testing different copy, Starbucks’ real-time social ads keep the brand highly relevant.
  48. 48. 49 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Microsoft leverages ratings and reviews in ads Microsoft partners with Bazaarvoice to deploy paid advertisements with user ratings and reviews. Microsoft advertises with transparency; shoppers click on the ads to learn more from their peers. Paid Earned
  49. 49. 50 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Sharpie lets fans do the copywriting, 
 promotes tweets as ads Targeting teens interested in creativity and self-expression, Sharpie used Promoted Tweets. Through Promoted Accounts, they attracted an artistic following from whose tweets were made more Promoted Tweets. The campaign helped Sharpie increase its following by 6x at 1000 followers per day.
  50. 50. 51 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Nike crowdsources input for customized shoe designs, merges media online and off- Nike launched the NikeID campaign (store, mobile app, community, etc.) to enable customers to design their own shoe and purchase it directly on their mobile devices. Earned input inspires owned assets (including the product itself!), driving paid ads, online and 
 off— including interactive billboard experience in Times Square.
  51. 51. Real-Time Marketing: 
 The Agility to Leverage ‘Now’
  52. 52. The strategy and practice of responding with immediacy to external events and triggers. It’s arguably the most relevant form of marketing, achieved by listening to and/or anticipating 
 consumer interests and needs.
  53. 53. 54 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • Over half surveyed want a response in <1 hour. • 38% feel more negative about the company if no response received. Customers expect brands to respond 
 in near-real time Source: Lithium Technologies 2013
  54. 54. 55 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Impacts marketing outcomes Real-time marketing makes a difference Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/ Turbocharges other marketing
  55. 55. 56 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • “Surprise & delight” • Right message at the right time • Brand relevance • Always-on Benefits of RTM
  56. 56. 57 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Oreo: The RTM Poster Child
  57. 57. 58 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance • Plotting strategy & analysis • Requires intensive preparation, training • Potential for risk & reactivity • Shift in mindset • Risk of “culture-jacking” RTM Challenges
  58. 58. 59 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Kenneth Cole’s RTM #fail
  59. 59. The Six Primary Use Cases of Real-Time Marketing
  60. 60. 61 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance
  61. 61. 62 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Planned and Proactive • Conferences, product launches, media events, customer events, etc. • Advance prep of content strategy and execution • Staff available to engage, react to anticipated posts • Few surprises Use Case #1: Brand Events
  62. 62. 63 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Salesforce Live, the app and dedicated microsite also integrate social feeds to drive (and monitor) event conversation. Salesforce uses Facebook app to stream live brand events
  63. 63. 64 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Planned and Proactive • Major media events, tradeshows (e.g. SuperBowl, Emmys, etc.) • Like brand events, “locked and loaded” approach to content strategy & execution • Staff available to engage, react to anticipated posts • Showcases brand voice, relevance Use Case #2: Anticipated Events
  64. 64. 65 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance “We know we need freedom to develop content on the fly, but we also need to know the guardrails if anything should be escalated. There are built-in parameters for each campaign.” —Sabrina Caluori VP Social Media & Performance Marketing at HBO HBO prepares content for real-time relevance during Emmys
  65. 65. 66 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Planned and Reactive • GPS, NFC, or other sensor-based reaction to location, action, or request • Taps into location-based triggers which prompt an offer or action in real-time • Internet of Things brings endless possibilities with uncanny relevance in real-time • Right person, right content, right time, right place Use Case #3: Location/Object-Based
  66. 66. 67 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance MGM Resorts serves up recommendations based on guests’ location, interests MGM Resorts sends notifications for nearby restaurants, shopping, show deals, coupons, etc., via guests’ smartphones, based on geo- location, loyalty member status, and preferences.
  67. 67. 68 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Planned and Reactive • Branded actions occurring as a 
 result of predictive analytics (e.g. recommendations based on 
 browsing history) • Sometimes combined with other marketing solutions’ data sets (e.g. Marketing Automation) • Accessibility will grow as data solutions become easier to implement Use Case #4: Predictive Analytics-Based
  68. 68. 69 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Walgreens responds to in-store Foursquare check-ins with scannable coupon
  69. 69. 70 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Unplanned and Reactive • Customer service, handling complaints, community interactions, crisis management, CRM, etc. • Requires both reactive and anticipatory work • Triage workflow • Crisis communications plan • Determining what will be responded to 
 and where • Empowering staff • Coordination across functions Use Case #5: Customer Interaction
  70. 70. 71 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance PretzelCrisps listens for those in need of a snack, rewards them with a sample
  71. 71. 72 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Unplanned and Reactive • Reacting to unanticipated events 
 (e.g. news) with a legitimate, relevant message • Difficult to prepare for, often emotionally charged events; acute sensitivity required • Risk of ‘culture-jacking’ • Established creative, collaborative, and approval processes key to agility Use Case #6: Breaking News
  72. 72. 73 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Epicurious found itself backpeddling after Boston Marathon #RTMFAIL
  73. 73. Twelve Steps to Prepare for 
 Real-Time Marketing
  74. 74. 75 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance
  75. 75. 76 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Build workflows based on positive and negative interactions
  76. 76. 77 CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB Executive Summit: Finance Legal, Compliance & Risk Legal? Legal’s not a problem. 
 We have a great relationship with legal. — SABRINA CALUORI, VP SOCIAL MEDIA & PERFORMANCE MARKETING, HBO
  77. 77. Thank you. Rebecca Lieb rebecca@rebeccalieb.com rebeccalieb.com/blog @lieblink Executive Summit: Finance

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