This document outlines four ways for brands to build a premium content strategy. It recommends focusing on quality over speed, supplementing stories with additional media, creating evergreen content that lasts, and blending content with client services by engaging influencers and community managers. The overall message is that quality, engaging content is key to differentiating brands and demonstrating return on investment for marketing efforts.

1. WINNING
THE
CONTENT
RACE
4 ways brands
can build a
premium
content strategy

2. Last year,
content
exploded.

3. Global Search Interest: 1/05 – 1/14

4. Brands
accepted the
challenge.

5. Digital teams
had to
scale quickly.

6. WHAT KEEPS
CMO’S UP
AT NIGHT?
AS CONTENT MARKETING TOOK OFF, CMO’S
WERE CATCHING UP.
WHAT’S KEEPING THEM UP AT NIGHT?*
• Creating sustainable and engaging customer
relationships and improving the customer
experience
• Taking advantage of trends in digital and social
• Demonstrating marketing’s ROI
*Source: Contently

7. Let’s fix it.
Right now.

8. “Quality is the
best business
plan.”-Ed Catmull, Pixar

10. Pixar: $8.8
billion in sales
worldwide

11. Commitment to
quality content
is transformative

12. All verticals
became
content aware

14. Richer digital
content is
here to stay

15. (Even
BuzzFeed?)

17. Even
BuzzFeed.

18. DELIVERING
QUALITY
CONTENT
THE BEST CONTENT RISES TO THE TOP.
DEPLOY QUICKLY BUT THOROUGHLY.
• Don’t negotiate on quality. Increased scrutiny
on content producers who post unfinished
content. (e.g. Mashable’s Galaxy S6 review)
• …But that doesn’t mean you can’t post several
iterations
• Foster a creative environment where content
feedback isn’t personal

19. Supplement
your story

20. SUPPLEMENT
THE STORY
THERE’S MORE STORY OUT THERE.
USERS NEED YOU TO CURATE IT.
• Current events unify interests and trends…
• …even though we’re divided in our opinions.
• Infographics, images, & video should
supplement microcontent, thought leadership,
and owned media.
• Additional venue to showcase your brand.

22. Grow evergreen
content

23. Sustainable
content that
lasts

25. EVERGREEN
IDEATION
SAMPLES
EVERGREEN IDEATION IS MOTIVATIONAL
ALL-HANDS COLLABORATION TO BUILD
CONTENT THAT SHAKES INDUSTRIES
• Infographics and whitepapers that can be
leveraged as a resource by an entire vertical
• Yearly rankings that position your brand as a SME
• Product or travel reviews that produce tangible
value to a targeted market segment
• Curated Spotify/Youtube playlists to foster your
brand’s core values (learning, altruism, etc.)

26. Evergreens
need to be
cared for

27. So keep the
content current

28. Then deliver updates to your audience

29. Blend content
strategy with
client service

30. Blend content
with hospitality
to close the loop

31. We have
this…

32. …why not this?

33. Active listening
boosts ROI
and reputation

34. BLENDING
CONTENT
& CLIENT
SERVICE MARRY THE RIGHT CONTENT WITH THE
RIGHT USER.
ENLIST YOUR COMMUNITY MANAGERS
• Community managers can do more than
reactive response and microcontent.
• Tighter integration opportunity for brand and
market influencers. Senior community manager
controls using Social CRM.
• Influencer engagement becomes less passive.
More brand control over conversation.

35. BLENDING
CONTENT
& CLIENT
SERVICE MARRY THE RIGHT CONTENT WITH THE
RIGHT USER.
ENLIST YOUR COMMUNITY MANAGERS
• This isn’t the same as responding to a service
crisis. The brand engages first.
• Provide community managers with the tools
they need. Your entire team should have
access to your content pillars.
• Introducing existing content to new audience
improves ROI.

36. Let’s review our
takeaways

37. REMEMBER…
• A CMO’S increasing challenges around ROI won’t change.
• Differentiating your brand from competitors is a non-negotiable
necessity for engagement.
• Use our content strategies to grow your audience and boost your
digital efforts.

38. HOW?
1. Quality is the best business plan.
2. Supplement your story. Then make it bite-sized
for social syndication.
3. Build evergreen content. Give your brand
permission to change the world.
4. Blend content quality with client service. Point
your influencers in the right direction.

39. Thanks!