- 2015 Content Marketing World keynote presentation - As we gather to celebrate the amazing opportunities content marketing provides us, it’s important to face head-on the challenges it poses. With all the time and energy content strategy requires, it’s sometimes easy to lose sight of our #1 responsibility as marketers: to satisfy the customer. How can we ensure our content is helping—and not harming—our cause? You’ll learn: - What committing to content marketing really looks like - How content strategy can save your sanity - How successful content-centric organizations are evolving - What “content success” means to our customers

1. CONTENT VS.
THE CUSTOMER
Kristina @Halvorson • #CMworld • @CMIcontent

2. CEO, Brain Traffic, a content
strategy agency
Co-author, Content Strategy for
the Web
Founder, Confab content
strategy conferences

3. PART ONE:
Content Marketing
in the Wild

5. http://www.crescendocontent.com/blog/a-15-point-checklist-for-writing-excellent-engaging-digital-content/
Articles
Videos
Infographics
Blogs

6. 25 Unexpected Ways To Use Paper
Products at Your Next Family Picnic

7. I Ran Out of Kleenex … and You
Won’t Believe What Happened Next!

8. How Paper Towels Are Saving Baby Seals
One Wipe at a Time

9. No Use Crying Over Spilled Milk:
One Woman’s Story of Survival

17. CLIENT
THE BIG
IDEA

20. SENIOR
LEADERSHIP

22. ME

24. Why?

25. You need a documented
content marketing strategy.

26. PART TWO:
The Highly Elusive
Content Marketing Strategy

27. http://www.crescendocontent.com/blog/a-15-point-checklist-for-writing-excellent-engaging-digital-content/
Formats
Voice and tone
Channels
Calendar

28. “Content strategy
guides the creation,
delivery, and
governance of useful,
usable content.”

29. the quad
© 2015 Brain Traffic

30. STRATEGY

34. STRATEGY
GOAL
TACTIC

37. YOUR GOALS:
Business outcomes
and customer satisfaction.

38. Core Strategy (2012)
The central idea for using content
to achieve an organization's
business goals:
• What you intend to accomplish
• Who you need to reach
• What you’ll create
• The future direction for content

39. 1. Diagnosis
2. Guiding Principles
3. Coherent Set of
Actions
Source: Good Strategy, Bad Strategy
by Richard Rumelt
Core Strategy (TODAY!)

40. - Align on business
outcomes and customer
needs
- Assess internal and
external content
ecosystems
- Identify:
- Key opportunities
- Core challenges
- Assumptions and risks
1. Diagnosis

42. Tactical problems:
there’s no “why” here
Legacy problems:
lagging infrastructure

43. Business outcomes.
Customer satisfaction.

44. - What are our success
metrics?
- Who is our audience and
why?
- Brand values
- Purpose of:
- Format
- Channel
- Frequency
- etc.
2. Guiding Principles

45. - Redesign
- Shut down
- Acquire
- Upgrade
- Establish
- etc.
3. Coherent Set
of Actions

46. Strategy is hard.

47. YES!

48. No.

49. PART THREE:
The Customer

50. YES LET ME
ENGAGE YOU

52. What do you need to do?
How can I help?
I will be transparent.
I will prioritize you over metrics.
Let’s make out.

53. http://www.crescendocontent.com/blog/a-15-point-checklist-for-writing-excellent-engaging-digital-content/
Support
content
Top tasks
Email
preferences
Search results

54. Content marketing =
tremendous opportunity.

55. PART FOUR (AND FINAL):
You Are Everywhere

59. You are everywhere …
but you don’t have to be.

60. Thank you.
(customer) (content)
Kristina @Halvorson
CEO, Brain Traffic – a content strategy agency
Founder, Confab Events – content strategy conferences
Co-author, Content Strategy for the Web