All organizations need to know how to answer the following questions: To whom are we speaking? Who are we as a brand? What are we saying? How are we saying it? When and where do we say it? Learn how to create tools that answer these fundamental questions and put them together in a north star guide for your content marketing programs.

1. Teach Me How:
How to Create a North Star Editorial Toolkit
Ahava Leibtag
President
Aha Media Group
@ahavaL

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9. https://www.dealerrefresh.com/
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11. https://www.autotrader.com/car-topics/self-driving-cars.xhtml

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15. Content Strategy
• Align content with business objectives
• Support customers in accomplishing tasks
Business
Goals
User
Tasks
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16. Content Strategy Has 3 Parts
1. External Messaging: Answer the 5 essential questions.
2. Internal Workflow: How do we create a repeatable,
sustainable content lifecycle?
3. Technological Delivery of Content: How do we control the
display and delivery of content?
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17. #1: Editorial/Brand
All organizations need to know:
1. To whom are you talking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?
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18. #2: Workflow
They also need to know:
Internally, who is responsible for all the different phases of
producing content?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern
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19. #3: Technical Display/Delivery of Content
• XML
• DITA
• Metadata
• Structured content
• Adaptive content
• Content modeling
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22. Challenges:
1. Feeding the content beast with wellness stories and info-
graphics
2. No strategy or direction to repurpose and recycle content they
had already created
3. Content not engaging or resonating on social media channels (no
traffic)
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23. Geisinger’s Social Community Reach
5/1/2015 – 5/1/2016
Channel Growth
Facebook 27%
LinkedIn 33%
Twitter 18%
Instagram 2825%
(started April 2015)
All 30%

24. Facebook Increase in Engagement & Reach
Total Likes
Page
Engagement
Weekly Total
Reach
Apr-15 27,622 961 26,291
Apr-16 35,333 3,975 38,110
Increase 28% 314% 45%

25. Let’s Get Started!
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26. Editorial/Brand
All organizations need to know:
1. To whom are you talking? (Personas)
2. Who are you? (Brand pillars)
3. What are you trying to say? (Messaging)
4. How do you say it? (Voice and tone)
5. Where and when do you say it? (Editorial calendar/channel
management)
@ ahavaL #mpb2b

27. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?
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28. Backstory:
He has been working for the same law firm for 12
years and business is growing quickly. His
administrator hired the previous two IT companies,
but neither of them could keep up with the firm’s
growing needs. Adam was also disappointed by their
work ethic. He knows his firm needs outstanding
outside help because they don’t have the resources to
bring in an internal IT employee. Adam wants a
company that will help anticipate the firm’s needs. He
wants to hire a highly recommended company that is
extremely reliable.
Age: 38
Lives in: Bethesda, MD
Education: Georgetown Law School,
Penn Undergraduate
Occupation: Patent Attorney in
Washington, D.C.
HH Income: 250K (+50K)
Family: Wife, Julie, 34, Graphic Designer
Daughter, Danielle, 11
Son, Michael, 8
Lifestyle/Personality:
• Drives an Acura and wife drives a
Honda CRV
• Gym membership and plays tennis
• Coaches Michael’s soccer team
• Family travels twice a year to California
• Shops at Brooks Brothers and J.Crew
• Dines out often with clients
Devices and Channels:
iPhone, iPad, laptop and desktop
News and Information:
Reads the Wall Street Journal and world
news online
Tasks and Objectives:
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
• Is there an assigned primary technical
consultant?
• Will you recommend and purchase
hardware and software products for my law
firm?
• What is your pricing structure?
• Who are some of your clients? Can you
provide customer recommendations?
Adam J. Seeking IT services: “We need professional help with our IT.”
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29. Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• What is your pricing structure?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
Possible Encounters:
• Search online
• Referrals
Possible Content:
• Services
• Portfolio
• Support Hours
Possible Content:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement
Adam J. Seeking IT services: “We need professional help with our IT.”
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30. Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• What is your pricing structure?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
Possible Encounters:
• Search online
• Referrals
Possible Pages:
• Services
• Portfolio
• Support Hours
Possible Pages:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement
Adam J. Seeking IT services: “We need professional help with our IT.”
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31. Jessica Barbara Julie Helen Sally
Age 27 65 56 45 70
Geography Brooklyn, N.Y. Detroit, Mich., and
Palm Beach, Fla.
Los Angeles, Calif. Nashville, Tenn. Pittsburgh, Penn.
Education M.A. MBA J.D. B.S. B.A.
Work Charter school
teacher
Retired
professional
Attorney (not
currently working)
CIO (corporate) Recently retired
schoolteacher
HH Income $100k $250k $200k $500k $75,000
Marital Status Engaged to a
woman
Divorced Married Married Recently widowed
Family 0 children 2 grown children Grown children 2 children 3 grown children
Race White White White White White
Persona Matrix

32. Judy, Jen & Taylor
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33. “Jen's kids have had a few cases of
strep this past year so she's reading up
on natural strep throat treatments.”
“Judy's husband has gout
so she tries to learn all
she can about it.”
@ ahavaL #mpb2b

34. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?
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40. Identity Pillars
Current Identity Pillars  Future Identity Pillars





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42. Identity Pillars
Current Identity Pillars  Future Identity Pillars
CHEAP





43. Identity Pillars
Current Identity Pillars  Future Identity Pillars
CHEAP

AFFORDABLE




44. Current Pillars Future Pillars
Old/outdated  Influential
Activist  Activist
Community service  Community empowerment
Grassroots  Network
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45. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?
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46. Messaging Architecture
Current Content
Pillars
Future Content
Pillars
Articulation Statement Messaging
CHEAP 

47. Messaging Architecture
Current Content
Pillars
Future Content
Pillars
Articulation Statement Messaging
CHEAP  AFFORDABLE

48. Messaging Architecture
Current Content
Pillars
Future Content
Pillars
Articulation Statement Messaging
CHEAP  AFFORDABLE
You can find the products you
want, at the prices you are
looking for.

49. Messaging Architecture
Current Content
Pillars
Future Content
Pillars
Articulation Statement Messaging
CHEAP  AFFORDABLE
You can find the products you
want, at the prices you are
looking for.
• Our prices are consistently
20% lower than other retail
chains.
• Robust coupon program

51. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?
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52. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient

53. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient

54. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
@ ahavaL #mpb2b

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65. Voice and Tone Guidelines
• Engaging
• Inclusive
• Savvy
• Influential
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66. InclusiveInfluential
Savvy
Voice and Tone Matrix
Engaging

67. InclusiveInfluential
Savvy
Voice + Tone, by Persona
Engaging
Jessica
Julie
Barbara
Helen
Sally

68. Voice and Tone (4)
We aren’t … Problematic example (taken
from site content)
We are … On-brand example (written by
AMG)
Notes
Rushed or impatient What if you bring me the
wrong item, or if I’m not
happy with my order?
You can return any wrong
or unacceptable item
directly to the person
delivering your order
either at delivery or the
pickup location. If you
discover a problem after
you receive your order,
you can call our customer
care team at X. You can
also return items to any
store. Just take your
receipt so they know you
are our customer.
Soothing What if you bring me the
wrong item, or if I’m not happy
with my order?
Our #1 goal is that you’re
thrilled with every order from
us.
If you discover a problem after
you receive an order, you have
3 options:
1. You can return any wrong or
unacceptable item directly to
the person delivering your
order (either at delivery or the
pickup location)
2. Call our customer care team
at X.
3. Return items to any store,
even if they don’t offer pickup
at that location. Just take your
receipt so they know you are
our customer.
Groceries are an intimate
product that truly affect the
customer at the moment of
purchase. First acknowledge
their right to complain. Then
break down that they have
choices in terms of how to
manage their returns. Then
provide detail so there are no
lingering questions.
Our goal is to be empathetic
while we solve their problems.
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69. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?
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70. Editorial Calendar

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73. Content has 3 parts.
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75. Content Formats
• Written articles
• Podcasts
• Videos
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data

76. vs.
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77. Content Delivery Tools
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare

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82. Backstory:
xx
Age: XX
Lives in: XX
Education: XX
Occupation: XX
HH Income: XX
Family: XX
Lifestyle/Personality:
• XX
Devices:
XX
News and Information:
XX
Tasks and Objectives:
• XX

83. Motivations
• XX
Primary Questions
• XX
Secondary Questions
• XX
Actions
• XX
Possible Encounters:
• XX
Possible Pages:
• XX
Possible Pages:
• XX
Possible
Modes of
Engagement

84. Identity Pillars
Current Identity Pillars  Future Identity Pillars





85. Messaging Architecture
Current Content
Pillars
Future Content
Pillars
Articulation Statement Messaging

86. We are… We are not… Good example Notes





87. Question Questions to Ask/Things to Do Answers
To whom are we speaking?  Are the personas appropriate for this
project?
Who are we as a brand? • Please define the brand in the context of
this particular project.
What are we saying? • What are 3 strategic takeaways we want
people to know?
How are we saying it?  Please define voice and tone.
When and where do we say it?  Will this content be used for social
media copy?
 What are 2 clear calls to action?
Content is a conversation.

88. Who said?
“Getting an audience is hard. Sustaining an
audience is hard. It demands a consistency of
thought, of purpose, and of action over a long
period of time.”
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89. @ ahavaL #mpb2b

90. Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
@ ahavaL #mpb2b
THANK YOU!
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91. Ask me anything at the Post-Presentation Huddle!