1. The document discusses developing a content strategy based on a previously created brand value proposition. It provides examples of brand stories and asks how to communicate with audiences, create engaging content, and educate or entertain them. 2. The response outlines the brand story as "Easy Convergence of things (that matter)" and suggests developing universally shareable content that helps solve problems and builds trust. It also recommends various types of user-generated content and priorities like awareness, engagement, and thought leadership. 3. A content marketing maturity model and funnel are presented, showing how content can move people from awareness to advocacy. Different content types are matched to objectives like lead generation, education, and sales support.

1. Social Media Strategy UCI Assignment 5
Based on the creation of the Brand Value Proposition (BVP) you developed in Week 4, you are now
ready to develop your content strategy. Answer the questions (in bold) on this slide and on the next
two slides for this week’s assignment.
1. What is your Brand’s story? Explain how your story can help people connect with your brand.
Coca-Cola calls this the brand’s “North Star” -- the promise your brand makes to consumers.
Examples:
Oreo: Celebrate the Kid Inside
Mercedes Benz: The Best or Nothing
Red Bull: Gives you Wings
Coca-Cola: Open Happiness
IBM Smarter Planet
2. How can we develop content that will help us communicate with our audience and motivates
them to speak to us?
1. Two-way dialogue
3. How can we create content that will help us collaborate with our audience?
1. User-generated content (i.e., testimonials, stories, etc.)
2. Crowd sourcing
3. Bloggers/partners
4. What type of content will educate and/or entertain our audience?
1. How To’s, tips, humor, etc.
5. Lastly, create a template (see sample below) for your recommended content types. (note: I do not
have this template in a PPT or Word version)
Answer:
1. What is your brand story?
Taking from the details of Lesson 4 and Assignment 4 and keeping the previous details in front
my example will be ‘’ Easy Convergence of things ’’ (which matter).

2. 2. How can we develop content that will help us communicate with our audience and motivates
them to speak to us? (Two way Dialogue)
a) For our audience and employees the content needed / of relevance will need to be of
search, display and social, all 3 put together as a genuine confluence. The kind of
organization we are setting up, by design as well as default we will need social employee.
The consumers, other stakeholders including initial customer will be highly oriented towards
– internet, digital, social, mobile device, rich media, influencers, early adopters, opinion
givers/leaders, expressive, participative technology oriented. This has been earlier explained
through the persona development.
b) We will need universally identifiable, shareable and networked content. The content will
need to be readable by humans as well as machines given sophistication of persona. The
content must be understood by people as well as algorithms. It must resonate in ways that it
is readable by algorithms and technology with desired influence across networks.
c) Content must be inherently capable of being disseminated or distributed by people and
algorithms to spread beyond our direct and hard efforts alone.
d) The content ought to be based on the concept of networks of networks in which a chain
reaction can occur from one like-minded individual in a network to cross over into another
network. It extends the concept of one-to-many to many-to-many.
e) Content must make it easy for people to distribute content via networks.
f) Content must follow rule of reciprocation. You give, and you get. You give away a lot in order
to earn what you receive (e.g. gaining knowledge, expressed in the form of content,
volunteering and helping to “crowd source” online projects, building useful applications in
anticipation that they will be used widely, providing a voice or point or view to further a
conversation, speaking / volunteering / participating / documenting at industry events and
conferences).
g) Content must provide trust and authority in search, display, social networks. It must be
socially relevant and authentic.
h) Content must help our readers and people in our network with their problems and concerns.
i) Content must be based on listening to our audience, data and competition. This will result in
our brand emerging as real time content publisher, enabler and facilitator.

3. 3. How can we create content that will help us collaborate with our audience?
3.1. User-generated content (i.e. testimonials, stories, etc.)
3.2. Crowd sourcing
3.3. Bloggers/partners
Initially our content marketing goals will be in terms of priority which is as follows:
a) Brand awareness
b) Customer acquisition
c) Lead generation
d) Customer retention / loyalty
e) Thought leadership
f) Engagement
g) Website traffic and share of social noise (disproportionate to one’s effort or investment)
h) Lead management / nurturing
i) Sales
j) Crisis management and service recovery
k) Any other
The content will be sweet spot between traditional marketing, print media, digital media and
social. It will comprise of paid, owned, shared and earned – all 4 media.
The content will be mainly oriented towards aforementioned details.
We will focus on: Mobile as top platform
Strategy, hiring professional journalists / writers, repurpose our content, develop rent to own
content strategies, develop professional editorial practices, maybe buy a media / content
company, making readers our number 1 priority. We will move from creative excellence to
content excellence.
4. What type of content will educate and/or entertain our audience?
4.1. How to dos, tips, humour, etc.
Our content will:
a) Fill a need in an assuring and transparent way, with clear communication and demonstration
b) Will be consistent (internally, externally and dynamically)

4. c) Will have a “call to action” without necessarily / overtly a “Sales Pitch”
d) Be human
e) Will have a shared point of view consistent with our audience and brand
f) Will be best of breed without any compromise, will set trends and create benchmarks
g) Content will be real time, fact driven yet humanized, visual, efficient, curated and shareable.
CONTENT MARKETING MATURITY MODEL
Content Aware Thought Leader Story Teller
THE CONTENT MARKETING FUNNEL – Takes into account the call to action process before,
during, and after the life cycle of a customer
Visitors
Leads
Opportunities
Sales
Customers Customers
Delight
Retention
Upsell
Evangelism
Create
Trust
Meet
Demand
Active
Funnel
Be
Found
Generate
Greatness
Trust
Creates
Demands
Differentiates
Creates
Evangelists

5. 5. Lastly, create a template for your recommended content types. ( in a PPT or Word version)
Selecting Types of Content for Strategy
Website
/
Portals
Blogs Magazines Digital
Magazines
Newsletters eNewsletters eBooks White
Paper
Lead
Generation     
Brand
Awareness      
Customer
Education        
Thought
Leadership       
Perception
Modification      
Customer
Retention      
Internal
Communication     
Sales Support
     
Technology
Education        