This document summarizes a workshop on creating and executing a unified content marketing and multichannel publishing strategy. It discusses defining content marketing and the importance of understanding audience needs. It also covers adapting content for different devices and channels, developing a unified content strategy and structure, and using systems thinking to break down organizational silos and create healthy engagement with customers.

1. Creating and Executing a
Unified Content
Marketing and
Multichannel Publishing
Strategy
SUMMARY OF A LAVACON HANDS-ON WORKSHOP

2. Great Minds Converge
 Adobe
 IBM
 Mindtouch
 Razorfish
 Red Hat
 Cisco
 The Rockley Group

3. What is Content
Marketing?
 Value Relationships
 Long-Term Loyalty
 Meets Needs
 Builds Credibility
 Establishes Expertise
Content marketing is a marketing
technique of creating and
distributing relevant and valuable
content to attract, acquire, and
engage a clearly defined and
understood target audience – with
the objective of driving profitable
customer action.

4. Old Dog, New Tricks
John Deere – Forum
Established John Deere as the leader in farm
equipment by establishing company as authority.
Jell-O – Cookbook
Jell-O had limited use. Cookbook provided new
ideas.

5. “
”
The real fact of the matter is that
nobody reads ads. People read
what interest them, and sometimes
its an ad.
- HOWARD GOSSAGE
The bar has been raised for marketing and advertising. Context aware
computing will be the catalyst for change. Consumer expectation is a full
product experience.

6. Have It Your Way
 WHEN I want it
 WHERE I want it
 HOW I want it
 Know the WHO and WHY
 Understand their context

7. Understand WHO & WHY
Give Them WHEN, WHERE, & HOW
Responsive
 Responds to environment
 Screen size
 Platform
 Orientation
 Translates content for desktop
 Displays EXACTLY the same
content as desktop web
 Focus on best possible DISPLAY
Adaptive
 Adjusts to environment and
device capabilities
 Delivers a customer experience
 Filters and layers content
 Rearranges content
 Respond to interaction
 Change based on location
 Integrate content from other
sources
 Overall approach to improve
USABILITY

8. How Do We Adapt?
Audience
• Develop PERSONAS
• Meet your audience
• Use their language
• Learn their journey
• Design information with your
audience in mind
Lifecycle
• Develop the journey of
each PERSONA
• Map needs
• Deliver value at the right
TIME in their journey
• Always promise MORE
Structure
• Essential to adaptation
• Future-proofs content
• Create content, then add
structure
• Style guides & templates
• Maintains CONSISTENT
experience
• Allows content to adapt

9. Recipe for Success
Celery Salad
• 2 tbsp. extra-virgin oil
• 2 tbsp. white wine vinegar
• ¼ cup plus 2 tbsp. feta cheese, crumbled
• ¼ tsp black pepper
• 1 bunch celery, thinly sliced on the diagonal
• 4 scallions, thinly sliced
• ¼ cup fresh parsley, roughly chopped
1. In a large bowl whisk together the oil, vinegar, ¼ cup cheese, and pepper until smooth.
2. Add the celery, scallions, and parsley and toss to combine.
3. Sprinkle with the remaining cheese.

10. Unified Content Strategy
Content is not created in a vacuum. It is part of an ECOSYSTEM. Understand
the cycle of influence to create effective and unified content.

11. Why Unified Content?
 Inconsistencies are transparent to audience
 Resources wasted when content is not used
 Customers frustrated when experience is inconsistent

12. Know Your Kingdom, Rule It Wisely
 Start with YOU
 Know who you are
 Understand the importance of SOFT SKILLS
 Know who influences your success
 COMMUNITY is critical
 Communicate to the correct AUDIENCE
 Understand end-goals

13. A Case Study in Colliding Kingdoms
Web
Owns:
Website & Optimization
Measured:
Traffic, SEO, Leads
Social
Owns:
Facebook & Twitter
Measured:
Engagement
Social CRM
Owns:
CRM & Twitter
Measured:
NOT
Brand
Owns:
Television
Measured:
Awareness
E-Marketing Public Relations
Owns:
Blog, Social, Content
Measured:
Working on it…
Owns:
PR
Content, NewsRoom, Content
Measured:
Public Relations

14. Use Systems Thinking
SYSTEMS THINKING is the process of understanding how things, regarded as
systems, influence one another within a whole. In organizations, systems
consist of people, structures, and processes that work together to make an
organization healthy or unhealthy.

15. Create Healthy Systems
 De-silo PROCESSES, not teams
 Create collaborative roles to facilitate communication
 Alignment within systems
 Governance
 Measurement
 Goals
 Healthy systems lead to healthy systems of engagement
 Engaged customers are more valuable
 2x the cost, 5x as long to attain
 Spent 2x as much, stayed 2x as long, 2x more likely to share

16. “
”
Those unable to catalog
the past are doomed to
repeat it.
- LEMONY SNICKETT
Cut the cord on legacy content. Marketing must adapt to the unknown &
unpredictable.

17. Thank you for your engagement!
Please share your questions.