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CONTENT VS.
THE CUSTOMER
Kristina @Halvorson • #CMworld • @CMIcontent
CEO, Brain Traffic, a content
strategy agency
Co-author, Content Strategy for
the Web
Founder, Confab content
strategy conferences
PART ONE:
Content Marketing
in the Wild
http://www.crescendocontent.com/blog/a-15-point-checklist-for-writing-excellent-engaging-digital-content/
Articles
Videos
Infographics
Blogs
25 Unexpected Ways To Use Paper
Products at Your Next Family Picnic
I Ran Out of Kleenex … and You
Won’t Believe What Happened Next!
How Paper Towels Are Saving Baby Seals
One Wipe at a Time
No Use Crying Over Spilled Milk:
One Woman’s Story of Survival
CLIENT
THE BIG
IDEA
SENIOR
LEADERSHIP
ME
Why?
You need a documented
content marketing strategy.
PART TWO:
The Highly Elusive
Content Marketing Strategy
http://www.crescendocontent.com/blog/a-15-point-checklist-for-writing-excellent-engaging-digital-content/
Formats
Voice and tone
Channels
Calendar
“Content strategy
guides the creation,
delivery, and
governance of useful,
usable content.”
the quad
© 2015 Brain Traffic
STRATEGY
STRATEGY
GOAL
TACTIC
YOUR GOALS:
Business outcomes
and customer satisfaction.
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
1. Diagnosis
2. Guiding Principles
3. Coherent Set of
Actions
Source: Good Strategy, Bad Strategy
by Richard Rumelt
Core Strategy (TODAY!)
- Align on business
outcomes and customer
needs
- Assess internal and
external content
ecosystems
- Identify:
- Key opportunities
- Core challenges
- Assumptions and risks
1. Diagnosis
Tactical problems:
there’s no “why” here
Legacy problems:
lagging infrastructure
Business outcomes.
Customer satisfaction.
- What are our success
metrics?
- Who is our audience and
why?
- Brand values
- Purpose of:
- Format
- Channel
- Frequency
- etc.
2. Guiding Principles
- Redesign
- Shut down
- Acquire
- Upgrade
- Establish
- etc.
3. Coherent Set
of Actions
Strategy is hard.
YES!
No.
PART THREE:
The Customer
YES LET ME
ENGAGE YOU
What do you need to do?
How can I help?
I will be transparent.
I will prioritize you over metrics.
Let’s make out.
http://www.crescendocontent.com/blog/a-15-point-checklist-for-writing-excellent-engaging-digital-content/
Support
content
Top tasks
Email
preferences
Search results
Content marketing =
tremendous opportunity.
PART FOUR (AND FINAL):
You Are Everywhere
You are everywhere …
but you don’t have to be.
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

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