This document outlines a content marketing strategy with the goals of solving business problems, supporting tasks, and winning hearts and minds. It discusses defining success through conversions, analytics, and influence. Content is identified as the driving force behind all internet interactions. The strategy involves making content through various channels, managing content quality, monitoring dialog around brands, moderating user generated content, and measuring effectiveness through analytics.

14. PURPOSE
Solve a business
problem
Answer a question
Provide insight
Support completion
of a task
Sell something

15. PURPOSE
Impact perceptions
and awareness
Win hearts and
minds
Manage dialog

16. DEFINING SUCCESS
Conversions
(sales)
Analytics
Visitors
Reach
Influence
Sentiment

17. CONTENT IS EVERYTHING
Content drives every single
interaction on the internet.
Every single one.

18. CONTENT IS EVERYTHING
Mobile Device Content
Email Content Web Video Content
Social Media Content
Blog Content

19. SOLVING A BUSINESS
PROBLEM
We don’t sell
enough stuff.
No one knows
who we are.
No one can find us
online.
Our competitors
are killing us.

20. SUPPORTING A TASK
Provide information
Provide insight
Complete a sale

21. WINNING HEARTS & MINDS
Be interesting
Be relevant
Be valuable

22. MANAGING DIALOG
Everyone else is making content about
your brand, too.
Engage with your audience.
Respond to feedback.
Monitor and moderate online conversations.

23. THREE TYPES OF MEDIA

24. GETTING IT DONE
make
Make
Manage manage
measure
Monitor
Moderate
Measure
moderate
monitor

25. MAKE THE CONTENT
Blogs, email, web video, mobile devices, social
media, and other online properties.
Long form and short form text, images, links,
video, widgets, presentations, and other online
media.
Developed based on the content plan, and
designed to deliver on the goals of the
initiative.

26. MANAGE THE CONTENT
Quality control for each platform, ensuring
that all content is web optimized and
published following best practices.
Governance of content across multiple teams:
internal teams, agencies, PR firms, etc.
Ensures that all work is created, approved, and
published on time and on strategy.

27. MONITOR DIALOG
Monitor the dialog on your platform, as well
as the internet at large to identify risk and
opportunity.
Monitors sentiment to stay informed about
what people think about your brand in real
time.
Identify influence, and build a list of relevant
influencers in your space over time.

28. MODERATE DIALOG
Respond to dialog as outlined in the content plan.
Evaluate and curate user generated content on our
platforms.
Identify and evaluate brand dialog on external
platforms.
Edit/approve incoming content from external
sources.
Proactively promote brand content on external
platforms.

29. MEASURE EFFECTIVENESS
Almost every measurement available for
online platforms is actually a measurement of
the content - not the platform.
Integrated multi-platform analytics reports
and recommendations for each initiative.
This is an on-going science experiment whose
goal is to get incremental growth in key
metrics as defined in the initiative.

30. SETTING UP
Blog account
Google Docs account

31. ASSIGNMENT
Company Profile
Summary of business