This document discusses content strategy and outlines various approaches used by major media companies. It begins by providing examples of interactive data visualizations and infographics created by organizations like The Washington Post, The New York Times, and Bloomberg. It then discusses how to conduct a content audit by analyzing top content, competitor pages, and identifying content gaps. Next, it lists various tools for generating content ideas like search engines, question/answer sites, Reddit, customer service data, and Wikipedia. It also outlines different distribution channels like niche communities, Facebook/LinkedIn groups, blogs, forums, and Medium publications. Finally, it recommends tactics like repurposing old content and focusing on niches, before concluding that Patagonia is an exemplar of

1. FROM CONTENT
MARKETING...TO CONTENT
STRATEGY
IDEAS & TACTICS

2. FRANCK NLEMBA
https://www.linkedin.com/in/francknlemba/

3. > Case studies - Content pieces from big media
But Content is also APIs and Meta data
Content Audit
Content marketing Tools
Content marketing distribution
Content Marketing tactics
Content strategy ⇒ From the tactics to the experience

4. THE WASHINGTON POST

5. INTERACTIVE DATA VIZ

6. THE UPSHOT - NYT

7. BLOOMBERG - infographics

8. Medium - Barack Obama state of the union

9. Mashable - The DIY Girls

10. THE NYT - Inside Social media’s black market

11. FORBES - THE BILLIONAIRES - 2018

12. BUZZFEED - CHILDREN BOOKS

13. THE BILLIONAIRES LEAGUE

14. Wired - HOW THE NYT IS CLAWING ITs WAY Into FUTURE

15. THE NEW YORKER

16. BLOOMBERG QUICK TALE

17. Case studies - Content pieces from big media
> But Content is also APIs and Meta data
Content Audit
Content marketing Tools
Content marketing distribution
Content marketing outreach
Content Marketing tactics
Content strategy

18. ESPN, FORBES, NTYTIMES ...Use Open data

19. FREEBASE ---feeds big platforms including Google Knowledge Graph

20. Case studies - Content pieces from big media
But Content is also APIs and Meta Data
> Content Audit
Content marketing Tools
Content marketing distribution
Content Marketing tactics
Content strategy

21. 1. Analyze top content from the platform
Goals
Tone
Types

22. 2. Top Pages from your competitor

23. 3. Content GAP

24. Case studies - Content pieces from big media
But Content is also APIs and Meta data
Content Audit
> Content marketing Tools
Content marketing distribution
Content Marketing tactics
Content strategy ⇒ From the tactics to the experience

25. 1. Search is your primary source of inspiration

26. 2. Questions and Q&A websites

27. 3. Reddit and topical forums

28. 4. CUSTOMER SERVICE DATA

29. 5. REVIEWS
Use this to easily
browse reviews

30. 6. WIKIPEDIA

31. 7. FOLLOWERWONK
Use the social
authority score to find
your hero

32. 8. OTHERs

33. Case studies - Content pieces from big media
But Content is also APIs and Meta data
Content Audit
Content marketing Tools
> Content Marketing distribution outlets
Content Marketing tactics
Content strategy

34. 1. Niches Communities

35. 2. FACEBOOK GROUPS & LINKEDIN GROUPS

36. 3. BLOGS & FORUMS

37. 5. MEDIUM PUBLICATION

38. 6. SLACK LISTS

39. Case studies - Content pieces from big media
But Content is also APIs
Content Audit
Content marketing Tools
Content Marketing distribution outlets
> Content Marketing tactics
Content strategy ⇒ From the tactics to the experience

40. 1. REPURPOSE OLD CONTENT AND MAKE IT BETTER

41. 2. FOCUS ON NICHES

42. Case studies - Content pieces from big media
But Content is also APIs
Content Audit
Content marketing Tools
Content Marketing distribution outlets
> Content Marketing tactics
> Content strategy

43. 1. THE HISTORY IS THE BRAND

44. Patagonia is a leading outdoor clothing company in the United States that
is focused on creating sustainable clothing. Additionally, the company gives
away up to 10 percent of its profits to environmental groups. In many ways,
Patagonia is one of the first major brands to support social initiatives in a
way that’s directly connected to sales.
One way Patagonia has been able to scale is through content marketing.
The company embraces content and uses it in innovative ways.

45. 2. MIXING CONTENT MARKETING + ACTIVISM

46. THANK YOU