This is a short presentation I gave to the marketing communications committee of the France chapter of the European Professional Women's Network (EPWN) on Feb. 4, 2013. The goal was to introduce content strategy and to clarify its relationship to content marketing.

1. Getting Content
started with
Strategy
European Professional Women’s Network Lise Bissonnette Janody
Marketing Communications Committee Dot-Connection
Feb. 4, 2013 Paris, France

2. Lots of content
Content
terms out there
strategy

3. Content
Content
Strategy
strategy

4. Content
Content
Marketing
marketing

5. Brand
Brand
Content
content

6. …and more!
But first….

7. What is
Content?
Content?

8. This looks like
content….
IBM Smarter Planet/Social Business

9. So does this
Multimedia Feature produced by the New York Times (a must read!)

10. …and this
Orange Business Services Live Video Channel

11. …and this
Infographic produced by Capgemini

12. But this?

13. Yup…all
content!

14. This too…

15. The web is full of
Content
all types of content

16. ….and it ALL requires
strategy
STRATEGY

17. Content strategy helps
organizations use content to
achieve their business goals.
Melissa Rach, Content Strategy for the Web Ed. 2

18. Content strategy plans for the
creation, delivery and governance
of useful, usable content.
Kristina Halvorson, Content Strategy for the Web

19. UNDERLYING PRINCIPLE
Content is a business asset that
must be managed like all other
products
 Requires oversight and accountability
 Benefits from clearly defined roles, responsibilities, processes
 Must contribute to bottom line and support business goals
 Must provide value for users

20. Content is not only about
creating narratives
Substance
 Stories
 Topics
 Key messages

21. Content is also about
lots of other stuff
 Structure (IA, taxonomy, metadata, content
models)
 Tools (CMS, email delivery, servers)
 Engagement (SEO & social media)
 Accessibility (coding, localization)
 People (roles, responsibility, accountability)

22. Review, refine, refresh
Maintain and measure Set objectives
• Archive • Goals
• Update • Audiences
• Test • Purpose
• Measure • Messages and Topics
Carry out the plan Discover your universe
• Production • Competition
• Translation/localization • Keyword research
A sustainable strategy
• Indexing and metadata • Audience interviews
for your content
• Publication
Plan and specify Get a handle on what you have
• Strategic plan (Who, what, where, • Content (inventory, audit)
when, how, and WHY)
• Taxonomy and metadata
• Editorial calendar
• Tools
• Production schedule
• Channels
• Page specifications
Identify gaps and opportunities • People, processes, workflow
• Content models
• What can be optimized? • Budget
• Content lifecycle
• Where are the gaps?
• What are the issues?

23. CONTENT STRATEGY
Has breadth and depth
 Horizontal content strategy: ensuring consistent, holistic
approach to content from one end of your site to the other
 Vertical content strategy: ensuring consistent, holistic approach
to content between channels and devices for a topic or
content type
 Content marketing/brand content very often vertical, but full-
scale efforts can be both
Note: Here’s a link to my blog post on horizontal and vertical content strategy

24. CONTENT STRATEGY
Has breadth and depth
 Horizontal content strategy: ensuring consistent, holistic
approach to content from one end of your site to the other
 Vertical content strategy: ensuring consistent, holistic approach
to content between channels and devices for a topic or
content type
 Content marketing/brand content very often vertical, but full-
scale efforts can be both
Note: Here’s a link to my blog post on horizontal and vertical content strategy

25. Now: What is
Content Marketing
Content?
& Brand Content?

26. Content marketing is a marketing technique
of creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience – with the objective of
driving profitable customer action.
Basically, content marketing is the art of
communicating with your customers and
prospects without selling…
Joe Pulizzi, Content Marketing Institute

27. IN FRANCE, BRAND CONTENT IS KING
Daniel Bô, Brand Content :
Comment les marques se transforment en médias

28. • Instead of advertising
• Strong link to lead
Content generation
marketing • Prevalent in B2B
• Term used widely in the US
• Can be advertising
• Strong link to brand
Brand engagement
content • Prevalent in B2C
• Term used widely in France

29. ELEMENTS OF
Content marketing and
Brand content
 Informative and educational and/or
 Entertaining, and/or
 Provides a service
 Stands on its own

30. Not all marketing content
Marketing
…is content
marketing!

31. At some point
It’s not all
…you still need to describe your
products and talk a bit about
yourself, provide after-sales
marketing!
support…in short, provide the
right content for all parts of the
customer sales cycle.

32. SOME CONTENT MARKETING/
BRAND CONTENT EXAMPLES

33. BRAND CONTENT
Here are just a few examples of full-scale, brand content efforts
• AMEX Open Forum http://www.openforum.com
• vs EC SMB portal (not brand content):
http://ec.europa.eu/small-business/index_en.htm
• BNP Paribas site about managing money
http://www.lemoneymag.fr/
• Coca Cola http://www.coca-colacompany.com/
• Regards sur le Numérique (Microsoft France):
http://www.rslnmag.fr/

34. CONTENT MARKETING EXAMPLES
….and just a few examples of smaller-scale content marketing
• SFR BYOD: branded content (
http://solutionsauxentreprises.lemonde.fr/dossiers/byod-le-nouveau-defi-
de-la-dsi_f-38.html) + white paper: http://www.audeladucloud.fr/
• Marketo: http://eu.marketo.com/ (resource guides -http://
pages2.marketo.com/dg2-marketing-metrics-uk.html)
• For more examples:
• http://veillebrandcontent.fr/ (in French)
• http://contentmarketinginstitute.com/ (in English)

35. THANK YOU
Lise Bissonnette Janody
http://www.dot-connection.com