Overcome Content Fatigue: Build a Strategy that Works
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The document discusses strategies for overcoming content fatigue. It begins by providing statistics about the massive amount of content being generated every minute on platforms like YouTube, Facebook, and Instagram. It then discusses that the average brand is responsible for content across nearly 200 social media properties and other channels. The document outlines six rules for success, including teaching stakeholders about the business value of content, following the "Rule of 4" for formatting content, building multidisciplinary content teams, listening to social media, and regularly pruning outdated content. The overall message is that brands need strategic approaches to effectively manage their growing content demands.
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Overcome Content Fatigue: Build a Strategy that Works
- 1. Overcome Content Fatigue: Build a Strategy that Works Ahava Leibtag President March 18, 2014 @ahavaL #DCWWSS 1
- 3. Every minute… • YouTube users upload 48 hours of video • Facebook users share 684,478 pieces of content • Instagram users share 3,600 new photos • Tumblr sees 27,778 new posts published @ahavaL #DCWWSS 3
- 4. Demanding? The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events. --The Altimeter Group (2013) @ahavaL #DCWWSS 4
- 5. Impossible? The average American is bombarded by 5,000 messages a day. --The New York Times (1988) @ahavaL #DCWWSS 5
- 9. Today • Understanding Content • Internal vs. External Issues • 6 Rules for Success • Questions @ahavaL #DCWWSS 9
- 11. Content is a conversation. @ahavaL #DCWWSS 11
- 12. To whom are we talking? @ahavaL #DCWWSS 12
- 13. To whom are we talking? Who are our customers? @ahavaL #DCWWSS 13
- 14. Who are we? @ahavaL #DCWWSS 14
- 15. Who are we? Who is our brand? @ahavaL #DCWWSS 15
- 16. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahavaL #DCWWSS 16
- 17. Wait. What IS content? @ahavaL #DCWWSS 17
- 19. Content Formats • Written articles • Podcasts • Video • Photographs • Infographics • Slide Shows • Whitepapers • Polls/Survey data @ahavaL #DCWWSS 19
- 20. VS. (DON’T GET CONFUSED) @ahavaL #DCWWSS 20
- 21. Content Delivery Tools • Websites • Blogs • Newsletters • iTunes • YouTube • Facebook • Twitter • Slideshare @ahavaL #DCWWSS 21
- 24. No Ownership over Information 1. Information: What are we trying to say? 2. Format: What types of content will they respond to best? 3. Distribution: Where do they spend their time? (What are their watering holes?) @ahavaL #DCWWSS 24
- 26. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL #DCWWSS 26
- 27. Content is worthless if… 1. You don’t align your content with your business goals 2. Help your customers accomplish their tasks/goals @ahavaL #DCWWSS 27
- 28. INTERNAL VS. EXTERNAL ISSUES @ahavaL #DCWWSS 28
- 31. @ahavaL #DCWWSS 31 Podcasts Databases Infographics Images Videos Slide Shows Whitepapers WebsitesApps Blogs Email Marketing
- 35. Are you solving for X? @ahavaL #DCWWSS 35
- 36. 6 RULES FOR OVERCOMING CONTENT FATIGUE @ahavaL #DCWWSS 36
- 37. Build a Strategy That Works 1. Teach about the why 2. Follow the Rule of 4 3. Stalking for content? 4. Build multidisciplinary content teams 5. Listen on social media 6. Prune your pumpkins @ahavaL #DCWWSS 37
- 38. #1: Teach about the Why Quality content will generate: 1. Traffic 2. Links 3. Shares 4. Conversations 5. Interaction 6. Engagement @ahavaL #DCWWSS 38
- 43. Decide what to Measure Return on Investment (ROI) • Content drives sales • Fewer missed sales • Do more with less Return on Time (ROT) • Improved efficiency • Fewer mistakes • Sales tracking (Relationships built) @ahavaL #DCWWSS 43
- 44. #2: Follow the Rule of 4 Information @ahavaL #DCWWSS 44
- 46. #3: Stalking for content? @ahavaL #DCWWSS 46
- 47. Remedies for Stalking 1. Show examples 2. Brown bag lunches 3. Ask artful questions @ahavaL #DCWWSS 47
- 51. Ask artful questions @ahavaL #DCWWSS 51
- 53. TELL ME WHY… @ahavaL #DCWWSS 53
- 54. I’M WONDERING ABOUT… @ahavaL #DCWWSS 54
- 55. HELP ME UNDERSTAND… @ahavaL #DCWWSS 55
- 57. #4: Build Multidisciplinary Content Teams @ahavaL #DCWWSS 57
- 62. Smash Silos @ahavaL #DCWWSS 62
- 63. Reporting Structures that Work @ahavaL #DCWWSS 63 Content Rep Sales Marketing Internal Comm PR Content Rep Product Engineering Service Engineering Customer Support Content Rep Finance Accounting HR Logistics Content Team
- 64. Why multidisciplinary teams? • Adapt to changing technologies • Break down silos • Better ideas • Look at things from different perspectives • See problems and solutions in a variety of ways • Have different kinds of political connections @ahavaL #DCWWSS 64
- 65. Who to look for? • Subject matter experts on your products and services • People who designed the products or services • Sales • Customer service • People who qualify leads • UX professionals—obviously! @ahavaL #DCWWSS 65
- 67. How do we create a better UX? All Part of an IA Team • Data architect • Taxonomist • SEO Expert @ahavaL #DCWWSS 67
- 68. Load Times Reduced the amount of time Google needed to crawl the site by 50%, which resulted in 1.5 seconds per page view @ahavaL #DCWWSS 68
- 69. Saved REI Users 22 Years @ahavaL #DCWWSS 69
- 70. Content is a shared asset. @ahavaL #DCWWSS 70
- 71. #5: Listen on Social Media @ahavaL #DCWWSS 71
- 72. #6:Prune your Pumpkins @ahavaL #DCWWSS 72
- 74. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 301-452-5331 @ahaval 74 THANK YOU!