Matt Allison of Ubiquity Lab and Kate Brown of SFI Health presented 'How and Why Strategy is Key to Winning with Content'

1. Mumbrella360
Masterclass
Strategy is key to winning
with content
With some cool free
stuff thrown in at the
end…

2. ubiquitylab.co
A bit about us
Matt Allison
MD, Ubiquity Lab
Former Head of Global
Content Strategy, Bupa
Shaun Polidano
Chief Digital Unicorn,
Ubiquity Lab
Kate Brown
Global Social Media &
Content Manager, SFI

3. ubiquitylab.co
Content sophistication: it’s bloody hard

4. ubiquitylab.co
The blueprint to exploit
the 3 C’s
ubiquitylab.co

5. ubiquitylab.co
Determine your mission and narrative(s)
CustomerCompetitor
Commercial
• What specific, measurable
business outcomes are you
driving?
• What’s the competitive
landscape?
• Where is there clear
air?
• Who are they, specifically?
• What truly matters to them?
• Where can you add value?
Click here to read more
about our three C’s
methodology.

6. ubiquitylab.co
Impactful missions unify the three C’s
• “To help humanity thrive by enabling all teams to work together
effortlessly.”
• “To slim your wallet – because clunky, fat wallets are just wrong.”
• “To help people get out & safely enjoy the world with their dogs.”
• “A world where everyone can see clearly, stylishly, and at affordable
prices.”
An amazing mission won’t ‘fix’ your brand.
But it’s at the core of every great one.

7. ubiquitylab.co
1. Interrogate your 3 Cs sequentially: commercial,
then customer, then competitor
2. Your mission must straddle all Cs - it has to be
ubiquitous
3. Ensure your mission is authentic - you need your
people, customers, and the general public to be
believers
4. Invest in content that’s strategically important to
articulate your mission - show, don’t tell
5. Secure cross-functional buy-in; a mission must
permeate the organisation, not live in a silo.
How to unlock the
three C’s
ubiquitylab.co

8. ubiquitylab.co
Key processes and
thought patterns to win
hearts and wallets
ubiquitylab.co

9. ubiquitylab.co
Tap into the customer mindset and nurture
INTENT: The audience is searching for specific information and
the campaign, or content, meets their expectation.
INTEREST: Present information where the audience has shown
interest. Action often required to experience the campaign.
INTERRUPTION
The audience is exposed to the campaign without prior action.
Too often, we try to talk to people without their permission, about stuff they don’t care about.
A customer-led strategy engages via ‘intent-based marketing’ - activated through owned
assets, and supported through an integrated ecosystem.

10. ubiquitylab.co
How SFI got to the heart of the matter
A clear CVP for your
audience.
I.e. Why is this
content valuable for
them, and how will it
help them.
X
X
X
X
X
X
A granular persona:
i.e. Mothers of X
year-olds with X
X X X
BRAND
NARRATIVE
TARGET
AUDIENCE
NARRATIVE
POSITIONING
STATEMENT I.e. The hero
narrative you
want to ‘own’
PRODUCT
CONTENT
MAPSTO
X X X X

11. ubiquitylab.co
1. Understanding how, and what, people search
for is a window into real intent
2. Informed choices about what you can ‘own’
3. Think about your customer’s mindset – review
your marketing against intent, interest and
interruption
4. Unlock trends, user behaviours and syntax of
keywords to gain a better picture of who you
should be targeting
5. Understanding competitors - where are
consumers getting their information
6. Formulate paid, owned and earned strategies
grounded in customer behaviour.
Insights & SEO drive
content pillars
ubiquitylab.co

12. ubiquitylab.co
The optimum customer
ecosystem you need to
embed
ubiquitylab.co

13. ubiquitylab.co
How to connect customers, brand &
commerce
Click here to read more
about the optimum
ecosystem to acquire,
retain and delight
customer.

14. ubiquitylab.co
The integrated ecosystem SFI is building
Social
Website
SEO Outbrain
EDM sign-
up
You Tube
Press -
consumer
Press - trade In-store Thought leaders
Primarily paid, some earned
Earned
SFI’s marketing
ecosystem cross
pollinates, directing
users to your owned
web asset.
Owned

15. ubiquitylab.co
1. Customers are the most critical element
1. Thought leadership: Create a narrative(s) that
talks directly to the key issues that truly matter to
your key segment(s) and business.
1. Marketing: all paid and earned activity migrate
users to owned channels
1. Automation (through technology) enables to
make data-based decisions at scale
1. Data should be mined to improve the customer
experience – segment customers and ensure the
content you serve them is relevant.
Connect customers,
brand & commerce
ubiquitylab.co

16. ubiquitylab.co
The methodology to
operationalise your
content operation
ubiquitylab.co

17. ubiquitylab.co
SFI’s end-state customer journey
Attract
Engage/Data Capture
Refine
Prime
Retarget
Convert
Bring people into content ecosystem through
inbound tactics (SEO/social/paid media etc)
Provide high value content and convert to eDM
database
Retarget audience to learn more about user profile
Re-engage with content based on product
engagement
Drive clicks by providing personalised content
based on refined user profiles
Sell! Personalised and relevant

18. ubiquitylab.co
1. Clear implementation roadmap - start at the
delivery endpoint and work backwards
2. Sequential plan - multiple streams
running in unison
3. Understand dependencies
4. Plan like your life depends on it
5. Which teams need to be involved - internal and
agency
6. Clear decision making matrix.
#1 Operationalising
your strategy
ubiquitylab.co

19. ubiquitylab.co
#oneteamonedream
1. You need a Champion - leverage them to help
influence and clear roadblocks
2. Map all stakeholders - internal and external.
3. Who, and how, do you need to influence - it’s a
chess game
4. Easier to engage upfront - taken on the journey
5. Clear alignment to ‘their’ business goals and
priorities
6. Minimum Viable Product is less ‘scary’.
#2: Internal change...
it’s bloody hard
ubiquitylab.co

20. ubiquitylab.co
Top takeaways to win hearts and minds
Articulate your purpose
in a much more
sophisticated way
Mission Customer
Deep understanding of
consumer needs -
nurture desire and
emotion
Owned -
Integrate
Develop an owned
media channel and
integrate experiences
1 2 3

21. ubiquitylab.co
Free capability
benchmark?
W
E
ubiquitylab.co
matt.allison@ubiquity.co
shaun.polidano@ubiquitylab.co
Ubiquity Lab
Click here to access a FREE benchmark
of your strategic and operational
capability.
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