After a day of talking social media, regulations, and innovative marketing, you’ll be well on your way to smarter content marketing–right? Not so fast. With all the data you have on your target audience, it’s easy to personalize your story for users, their context, their conditions–and all that can be downright creepy. Content strategist Margot Bloomstein, author of Content Strategy at Work, will share how you can connect without throwing off your users. We’ll discuss how content strategy can unite your efforts, ensure you build a cohesive brand, and maintain an appropriate voice across channels, authors, and “the fine print.” Presented at Content Marketing World Health Summit 2012, Cleveland; #CMWorld, November 7, 2012.

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Content strategy:
Your key to connection
without creepiness
Margot Bloomstein
Appropriate, Inc.
@mbloomstein • #cmworld

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@mbloomstein

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Content strategy: planning for the creation,
aggregation, governance, and expiration of
useful, usable, and brand-appropriate content
in an experience.

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Cohesion between content types and among
content delivery vehicles

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Alignment with the needs and expectations
of your target audience

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© Twentieth Century Fox
and DreamWorks SKG
Data for
content
targeting?

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data  information  knowledge  wisdom

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data  information  knowledge  wisdom
context

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relevance
data  information  knowledge  wisdom
context

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applicationrelevance
data  information  knowledge  wisdom
context

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We can motivate application.

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We can motivate application.
(cc) John C. Abell

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We can motivate application.

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We can motivate application.
(cc) Javier Rapoport

17. Just don’t be creepy about it.

18. Context

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Every time
you confuse
context with
device

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Context
(cc) Euphoria

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Context
(cc) Euphoria

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Context
(cc) Euphoria

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Context
(cc) Euphoria

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Context
(cc) Euphoria

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You know me.

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You know me.
But do I know you know me?

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You know me.
But do I know you know me?
Do I want you to know me?

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You know me.
But do I know you know me?
Do I want you to know me?
And is it good for me if you
know me?

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Sometimes it’s good.
(cc) BentWright

30. Sometimes it’s bad.
(cc) BentWright

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“…shows you information you regularly
search for or could be relevant to you because
of your current location, including weather,
nearby restaurants, schedules for the next bus
station, how long it’s going to take you to
drive home and currency information if it
finds you are in a different country.

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This is one of the few Google services that
reveals how much the company really knows
about you.

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The reason it doesn’t quite feel like that yet is
because of the limitations of the service.
There is so much more Google could do with
this service, but it feels as if Google
deliberately kept some features back for the
time being to ensure that users can get used
to how it works before adding more tools.

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Sometimes it’s good.

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Sometimes
it’s creepy.
© Dimension Films

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“Targeting” a pregnant teenager
(cc) Jr conlin

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Ubiquitous Zappos

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Ubiquitous Zappos

41. How do you walk the line?

42. Pace yourself
Let users see their data
Date, don’t stalk
Maintain consistency

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Pace yourself.

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Let users see their data.

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Date, don’t stalk.
(cc) Javier Rapoport(cc) Phil Dowsing

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Maintain consistency—or cohesion.

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Maintain consistency—or cohesion.

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Always adventurous & empowering:

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Always adventurous & empowering:

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Always adventurous & empowering:

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Always adventurous & empowering:

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Always adventurous & empowering:
“…about their ability to live
full lives, healthy lives,”
Amanda Sheldon, director of PR
WeWe

53. Pace yourself
Let users see their data
Date, don’t stalk
Maintain consistency

54. Pace yourself
Let users see their data
Date, don’t stalk
Maintain consistency
Connect without being creepy.

55. @mbloomstein #cmworld
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
http://amzn.to/CSatWork