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Where content strategy meets content marketing

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Content marketing is getting a lot more complex. They are being asked to deliver more and more content to more and more devices and channels. The content needs to be personalized, commoditized, and localized; it needs to aggregate, integrate, and syndicate. Enter content strategy, which helps with leveraging content as business assets, using them in ways that are efficient and effective.


This webinar discusses the yin and yang between content marketing and content strategy, and demonstrates how the interdependencies between these two practice areas create a sum greater than its parts, and help deliver marketing material in ways that maintain your brand integrity and save the sanity of the content creators.

Published in: Technology

Where content strategy meets content marketing

  1. 1. © 2015 Rahel Anne Bailie. All rights reserved.rahelab Where Content Strategy Meets Content Marketing Marriage Material? Or Passing Fancy?
  2. 2. © 2015 Rahel Anne Bailie. All rights reserved.rahelab SNAPSHOT Chief Knowledge Officer, Scroll Clients include Fortune 500 and FTSE 100 companies and government bodies DELIVERING Discovery: ways to strategically leverage content as a business asset Diagnosis: how to increase the ROI of content Development: content ecosystems and roadmaps BACKGROUND Founder, IntentionalDesign.ca Over 20 years of experience, consulting on content and digital strategy Fellow: Society for Technical Communication Co-author: Content Strategy: Connecting the dots between business, brand, and benefits Co-editor: The Language of Content Strategy Co-producer: Content Strategy Workshops and Content, SeriouslyRAHEL ANNE BAILIE
  3. 3. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved. SEX SELLS, POWER ATTRACTS (a driving metaphor)
  4. 4. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved. CARS ARE SEXY
  5. 5. © 2015 Rahel Anne Bailie. All rights reserved.rahelab
  6. 6. © 2015 Rahel Anne Bailie. All rights reserved.rahelab
  7. 7. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved. ENGINES AREN’T SEXY
  8. 8. © 2015 Rahel Anne Bailie. All rights reserved.rahelab
  9. 9. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved. CONTENT MARKETING IS NOT CONTENT STRATEGY
  10. 10. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Content Marketing … a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action. The purpose is to attract and retain customers by creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour. It is an ongoing process best integrated into an overall marketing strategy, on focuses on owning media, not renting it.
  11. 11. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Content Marketing … a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action. The purpose is to attract and retain customers by creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour. It is an ongoing process best integrated into an overall marketing strategy, on focuses on owning media, not renting it. Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.
  12. 12. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Content Strategy … developing a repeatable system that governs the management of content throughout the entire content lifecycle, so that the organization’s vision can be implemented in an integrated way, to meet business goals and project objectives. The purpose is to develop an implementation roadmap that takes into account product, customer, and content lifecycles, specific to an organization’s needs, so that the content can be delivered with an omnichannel view, to meet business goals.
  13. 13. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Content Strategy … developing a repeatable system that governs the management of content throughout the entire content lifecycle, so that the organization’s vision can be implemented in an integrated way, to meet business goals and project objectives. The purpose is to develop an implementation roadmap that takes into account product, customer, and content lifecycles, specific to an organization’s needs, so that the content can be delivered with an omnichannel view, to meet business goals. Traditionally, content has been about what readers can see on a page or on screen. Content Strategy is about content power under the hood.
  14. 14. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Interdependency The two areas are dependent on one another to make it work.
  15. 15. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved. DOES THIS SOUND LIKE MARRIGE MATERIAL OR…
  16. 16. © 2015 Rahel Anne Bailie. All rights reserved.rahelab
  17. 17. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved. WHAT MAKES FOR A SUCCESSFUL [ANY KIND OF] STRATEGY?
  18. 18. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Successful marketing strategy Develop a strategy. Think holistically. Document it. Stick to the plan.
  19. 19. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved. AH! … EASIER SAID THAN DONE
  20. 20. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved. WHAT MAKES A CONTENT MARKETING STRATEGY
  21. 21. © 2015 Rahel Anne Bailie. All rights reserved.rahelab Focuses on messaging INFO-BASED MESSAGING TELLS AN AUDIENCE: I HAVE THESE THINGS TO SAY. COME LISTEN TO ME. RESOURCE-BASED MESSAGING APPEALS TO AN AUDIENCE: WE UNDERSTAND YOU HAVE THESE ISSUES; LET US HELP YOU SOLVE THEM. - Joe Pullizzi, CEO, Content Marketing Institute
  22. 22. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Content marketing principles • Have clearly defined objectives • Understand your target audiences • Know how and when to engage audiences • Optimize for channels and conversion • Plan your processes and resources • Create conversations, listen and respond • Develop meaningful measurement processes
  23. 23. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved. WHAT MAKES A CONTENT STRATEGY
  24. 24. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Successful content strategy
  25. 25. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Customer lifecycle questions What content does the audience need during their customer journey: • At the research phase? • At the validation phase? • Just before purchase? • Right after purchase? • When they have a post-purchase problem? • When it's time to buy again?
  26. 26. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Product lifecycle questions What content does the audience need at each phase of the product lifecycle to feel enough trust to proceed? • When products are in development? • When are they being introduced? • When products are actively promoted? • When they are being phased out? • Once a product is obsolete?
  27. 27. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Content lifecycle questions (1 of 2) • Where will you get the content from? • How can the content be managed to “speak with one voice?” • What are the multiple channels into which you need to publish? • How can you manage the content throughout many versions and iterations?
  28. 28. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Content lifecycle questions (2 of 2) • How will you configure the content so you can re- use and repurpose it for specific audiences? • What standards should the content use to be published and maintained efficiently? • How can this be automated to save time, errors and rework? • What elements should go into a content ecosystem to be able to process content efficiently?
  29. 29. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved. MARRIAGE OR A ONE-NIGHT STAND?
  30. 30. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab Benefits of a strategic partnership • Do more communicating with less content • Reduce, re-use, recycle with a content strategy • Deliver messages with more efficiency • Use single-sourcing techniques to meet demands • Strength in different skill sets • Understanding of various aspects of content: editorial, social, technical
  31. 31. © 2015 Rahel Anne Bailie. All rights reserved.rahelab Example: Reduce, re-use, recycle …
  32. 32. © 2015 Rahel Anne Bailie. All rights reserved.rahelab …to upsell and cross-sell in desired channels
  33. 33. © 2015 Rahel Anne Bailie. All rights reserved.rahelab Barclay’s Bank issued a new card …with a defunct number. Right number (fixed) Wrong number (not fixed) Example: Single-sourcing strategy could have helped
  34. 34. © 2015 Rahel Anne Bailie. All rights reserved.rahelab Example: Do multichannel publishing SOURCE Web Tablet Mobile Knowledge base Partner sites Kiosks Software Wearables
  35. 35. © 2015 Rahel Anne Bailie. All rights reserved.rahelab Example: Deliver on omnichannel (image: Kevin Nichols)
  36. 36. © 2015 Rahel Anne Bailie. All rights reserved.rahelab Example: Content findability on-site or through search engines
  37. 37. © 2015 Rahel Anne Bailie. All rights reserved.rahelab Example: Deliver personalized content SOURCE Language Geographic market Market segment Product version Product variant Customer role
  38. 38. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved. YOU DECIDE: MARRIAGE OR PASSING FANCY?
  39. 39. © 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved. Content Maturity Model http://intentionaldesign.ca/2011/11/14/time-for-a-maturity-model-for-content-strategy/ Digital Maturity Model http://www.digitalstrategyconference.com/blog/tag/digital-maturity/
  40. 40. © 2015 Rahel Anne Bailie. All rights reserved.rahelab London, UK By telephone: UK +44 (0)7869 643 685 Twitter: @rahelab By email: Rahel.Bailie@scroll.co.uk Mailing address: rahel.bailie@scroll.co.uk Speaking and workshops: www.bailie.com SCROLL UK’s trusted content services provider scroll.co.uk

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