This document summarizes a presentation given by Buddy Scalera and Michelle Killebrew at the Intelligent Content Conference in 2015. The presentation discusses developing content strategies around user journeys and personas. It provides an example persona of a woman named Michelle who discovers she has a condition called lunar lycanthropy. Her journey through seeking information online and eventually finding community is used to illustrate how content length and topics should vary depending on where users are in their journey. The presentation emphasizes understanding the user experience and providing ways for advocates to easily share their stories on social media.

1. The Long and Short of
Content Strategy
Michelle Killebrew
Program Director Strategy
IBM Social Business
MKillebrew@us.ibm.com
Buddy Scalera
SVP, Content Strategy
Ogilvy CommonHealth Worldwide
Buddy.Scalera@ogilvy.com

2. About The Presentation Version
• This presentation was delivered at the Intelligent
Content Conference 2015 by Buddy Scalera and
Michelle Killebrew
• Annotated version available by Buddy Scalera at:
http://www.slideshare.net/buddyscalera
• Video of Buddy and Michelle
presenting this deck is available at:
http://www.intelligentcontentconference.com/
Buddy Scalera Michelle Killebrew
The views expressed in this presentation by the authors do not
necessarily reflect the views and position of their employers.

3. Before We Get Started
Michelle Killebrew
@ShellKillebrew
www.IBM.com
Buddy Scalera
@MarketingBuddy
www.ochww.com
#IntelContent
Presented at Intelligent Content Conference 2015 in San Francisco, CA.

4. #Storytelling helps us engage with people
in a way they can relate to.
@MarketingBuddy @ShellKillebrew
#IntelContent

6. …lived a woman named Michelle
Normal life.
Normal job.
Life, work, family.

7. Then One Day…
She had some
unexpected hair
and nail growth.
M

8. Her User Journey Began...
Unusual Monthly Hair Growth
Lunar-Lycanthrope.com/monthly/hair_nails-growth.html
Unusual hair growth is often associated with the health condition lunar lycanthropy.
There is no cure, but a healthcare professional may help you control your
symptoms.
M

9. Let’s Meet Michelle
MICHELLE
Age: 37
HHI: $120K
Relationship Status: Married with 2 dogs
Education: BA
Location: San Francisco
MICHELLE’STORY
I am always on the go. Work and family pressures are constantly pulling me in
different direction. I travel a lot for my job, so I don’t always eat right, but I do try to
hit the gym. I’m pretty good with my medications, but I sometimes I skip doses,
especially when I know I am going to be having a few drinks. I don’t smoke. I have
normal seasonal allergies. There’s a family history of multiple sclerosis, stroke,
and heart attack, so I see my doctor at least once per year for a normal health
checkup.
DIGITAL CHANNEL USAGE
Online Shopping News and sports Watches Online Videos
Medical Information Pays bills IM
Travel Shares photos Posts comments
Investing Looked for recipes Games
Listens to Online Radio Movie listings Looks for Employment
INFORMATION NEEDS
• Information support:
‒ Starts every day with her news aggregators and
social networks, including Facebook
‒ Watches little television
‒ Keeps up with career-related content through blogs
and social media
• Staying current:
‒ Research updates about new and existing products
‒ Information about healthy living
‒ Passionate about technology
‒ Owns one or more mHealth devices and is an
Android user
COMMUNICATION CHALLENGES
FOR LYCANTHRIAN
• Lack of awareness among age
demographic
• No family history of lycanthropy
• Generally asymptomatic and easy to
ignore

10. Understand your user. Creating personas
is fundamental to your content strategy.
@MarketingBuddy @ShellKillebrew
#IntelContent

11. Archetypical User Journey
SEEKER
ACTIVE
SOLUTION
CONSIDERER EVANGELIST
Seeking new
information
Seeking
informating in
greater depth.
Think “C” for
Comparison
Made a decision.
This is your
customer.
Ready to share a
personal success
story.

12. Searching Dr. Google
ACTIVE
SOLUTION
CONSIDER
Unusual hair and nail growth
Fangs, fur, and nails
Odd hair growth
Teeth and nails growing fast
Monthly nail growth
Nails and hair in strange places
Hair on my chin each month
Monthly growth hair & nails
How much hair is too much
Nails tear through blanket
Nails like claws normal
Unusual Monthly Hair Growth
Lunar-Lycanthrope.com/monthly/hair_nails-growth.html
Unusual hair growth is often associated with the health condition lunar lycanthropy.
There is no cure, but a healthcare professional may help you control your
symptoms.
M

13. Lunar Lycanthropy (aka werewolfism) M

14. Lycanthrian Branded M

15. Lycanthrian Persona: Full User Journey
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word
Key word Key word
SEEKER
ACTIVE
SOLUTION
CONSIDER

16. Lycanthrian Persona: Full User Journey
Hair nail
growth
Key word
Key word
Key word
Key word
Key word
Covered
in chicken
blood
Key word
Key word
Key word
Key word
Silver
jewlery
burns
Key word
Eastern
Europe
Key word
Howling
at moon
monthly
Key word
Key word
Lycan-
thropy
Key word
werewolf
Key word
Doctors
treat
werewolf
Key word
Key word
Key word
Lycan-
thropy
treatment
Key word
Lycan-
thrian
Key word
Lycan-
thrian
support
Lycanthrian
suppor group
SEEKER
ACTIVE
SOLUTION
CONSIDER
M

17. Key words
User Journey:
Content Length, Keywords, & Opportunity
SEEKER
ACTIVE
SOLUTION
CONSIDER
Content
Content: Short form. 150-200 words.
Focus on symptoms.
Link Strategy: More detailed information.
Primarily Seeker content, but modest Considerer.
KPIs: Symptoms page, regional map
Exposure: Symptoms checklist
Engagement: Watch short video,
link to next content

18. Key words
User Journey:
Content Length, Keywords, & Opportunity
SEEKER
ACTIVE
SOLUTION
CONSIDER
Content
Content: Long form.
500-5,000 words.
Deep, insightful information. Updated list of
support programs. Condition news. Newsletter.
Link Strategy: Active content & evangelism
KPIs: Content involvement. Download
medication storage guide.
Exposure: View latest data.
Engagement: Watch long video series.
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
M

19. Appetite for long-form content increases
as user journey progresses.
@MarketingBuddy @ShellKillebrew
#IntelContent

20. You Want to Disrupt
I’m where I want to
be reading the
content that is of
interest to me.
Here. Now.
Lunar Lycanthropy
M

21. Banners Disrupt in a Bad Way
In this case, I’m
reading about
something important
to my health. I’m
reading about Lunar
Lycanthropy.
And you want to
“disrupt” me by
retargeting me with
ads for shoes?
Um, that’s not how
to use disruption.
That’s just bad
marketing and lazy
advertising.
Go home.
Lunar Lycanthropy
M

22. When Banners Work
Are you promoting
something that’s
relevant to the
content I’m reading?
Your banner may be
disrupting in a good
way.
A shoe ad on a fashion
website? Sure!
A website that shares data
about Lunar Lycanthropy?
If done gently and with
some respect for the
patient, it could work.
Lunar Lycanthropy
M

23. Your Funnel is Broken
SEEKER
ACTIVE
SOLUTION
CONSIDER
99%
ANNOYED
1%
SERVICED
Banner Ad Budget = 100%

24. This is OLD and no Longer Works
SEEKER
ACTIVE
SOLUTION
CONSIDER
99%
ANNOYED
1%
SERVICED
This Is Why
We Are Blind to Banners

25. User Journeys Work
SEEKER
ACTIVE
SOLUTION
CONSIDER
99%
ANNOYED
1%
SERVICED
This Is Why
We Are Blind to Banners

26. THINK about user experience. #UX
@MarketingBuddy @ShellKillebrew
#IntelContent

27. Social Disruption
SEEKER
ACTIVE
SOLUTION
CONSIDER EVANGELIST

28. Social is: Context + Proximity
Context Proximity

29. Social Discovery
Context Proximity
Lycanthrian’s Page
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
M

30. Seeding Disruption:
How It’s Done Right
Lycanthrian’s Page
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
Halo effect. Personal brand
endorsing your product
For free!
They’re still ignoring your ads

31. Make it easy for your advocates to share
their stories on #social.
@MarketingBuddy @ShellKillebrew
#IntelContent

32. SEEKER
ACTIVE
SOLUTION
CONSIDER EVANGELIST
Context Proximity
PRE
SEEKER

33. SEEKER
ACTIVE
SOLUTION
CONSIDER EVANGELIST
Context Proximity
PRE
SEEKER

34. Lycanthrian.com
TLC
Print Banners
SEM
Sponsorships
Conferences
Twitter
Facebook
Pinterest
Google +
MoondancePharma.com
Medscape
Patient
Unbranded
Print
Banners
SEM
Sponsorships
Conferences
Lycanthrian © 2013 Ogilvy CommonHealth Worldwide Graphic by Buddy Scalera & Ivan Ruiz
Complete Brand Footprint
and Ecosystem for Content

35. Michelle gets help from Lycanthrian.
Shares her My Moon Story on Facebook.
Friend discovers she also has
lunar lycanthropy.
Now they go to treatment together.
Michelle no longer howls alone. Awwww.
M

36. Or
(How to Use Intelligent Content to Tell Your Story)

37. Getting Started
• Start with the Individual/Person:
Develop personas
• Find Out What They Need:
Analyze the user journey, not just your brand ambitions
• Provide Content that Reflects User Journey:
Offer variable-length content depending on the stage
• Build Your Content With Intelligence:
Develop channel-agnostic content
• Make it Easy to Evangelize:
Provide easy tools for your customers to share personal experiences

38. Toolbox
Resources for Storytellers
• “Story” by Robert McKee
(yeah, it’s a book)
• IBM White Paper: The content
marketing challenge
ibm.biz/contentmarketing
Toolbox for Storytellers
Technology can help address content marketing challenges.
The most effective approach is to use a combination that
includes:
1. A marketing operations system to manage the physical
workflow within the organization
ibm.biz/ExperienceOneSolutions
2. An enterprise asset content management system for the
physical management, distribution and use of marketing
assets ibm.biz/EnterpriseContentManagement
3. A third party content marketing platform that adds
automation, allowing marketers to create, reuse, modify and
localize content on their own, and provide the ability to
deliver dynamic content ibm.biz/25ContentPlatforms

39. Michelle Killebrew
Program Director Strategy
IBM Social Business
MKillebrew@us.ibm.com
@ShellKillebrew
Buddy Scalera
SVP, Content Strategy
Ogilvy CommonHealth Worldwide
Buddy.Scalera@ogilvy.com
@MarketingBuddy

40. Long & Short of Content Strategy
presentation by @MarketingBuddy & ShellKillebrew
as presented at #intelcontent.
For the Annotated version visit
http://www.slideshare.net/buddyscalera