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The Digital Content Imperative
This document discusses the importance of digital content strategy and marketing. It begins by introducing the author and his background in digital content. It then summarizes key aspects of content strategy, content marketing, and intelligent content based on experts in each area. The document stresses that attention is the new currency and content should be tailored to the audience. It notes that many teams are involved in content creation and coordination is important. Finally, it provides an example of how content strategy and content marketing can work together to identify content gaps, create new assets, and amplify engagement.
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The Digital Content Imperative
- 1. THE DIGITAL CONTENT IMPERATIVE RICHSCHWERIN DIGITAL CONTENT STRATEGIST JUNE 1, 2017
- 2. WHO AM I?WHY AM I HERE? • Ziff-Davis (‘92-’99) • Corporate Computing • PC/Computing • ZDTV • Dot-bomb startups (‘99-01) • Oracle (‘01-’14) • Brand & Creative • Product Marketing • Live video broadcasting • Social media marketing • Digital content strategy • VMware (‘14-present) • Digital content strategy
- 3. CONTENT STRATEGY: KRISTINAHALVORSON Content to satisfy user needs and meet business goals A lifecycle for that content from discovery to deletion KPIs to benchmark content performance • Audit, Analysis, Strategy, JourneyPlan • Workflow, Writing, DeliveryCreate • Metrics, Iterations, MaintenanceMeasure
- 4. CONTENT MARKETING: JOEPULIZZI Core Asset Webinars Podcasts SlideShare slides YouTube video Blog Posts Images • Create and distribute valuable, relevant, consistent content • Attract, acquire, engage a clearly defined audience • Drive profitable customer action NOT more content. More MILEAGE from core content via derivatives • Searchable, Snackable, Shareable (Skyword’s 3 S’s of Successful Content) • Serialized & Syndicated over Social
- 5. INTELLIGENT CONTENT: SCOTTABEL Content that is… • Not limited to one purpose, technology, or output • Structurally rich and semantically aware • Discoverable, reusable, reconfigurable, and adaptable • Example: Metadata tags to enable automated content personalization Scott’s Mantra: “Content is a business asset worthy of being managed efficiently and effectively.”
- 6. ATTENTION IS THENEW CURRENCY Our CUSTOMERS have problems to solve Our TEAMS have content to inspire Our COMPANY has software to sell Don’t waste your audience’s precious attention. Only YOU can prevent random acts of content. First, ask… • Who is it for? • When is it consumed? • How will it be valued? • What’s your objective? • What’s the primary CTA? It’s the AUDIENCE, stupid! • Differentiate & substantiate • Real-world & pragmatic • Aspire to inspire
- 7. EVERYONE IS ACONTENT STAKEHOLDER PR, AR, IR Product Marketing Technical Marketing Campaigns Demand Social & Community Events Field / Regions Partners Sales Digital Marketing SEM Brand & Advertising Solutions/ Industries Support Target Audience Who isn’t involved in content? • Coordination & collaboration combats content chaos • Align on shared objectives • Umbrella brand story • Balance centralized vs. de-centralized control
- 8. CONTENT STRATEGY +CONTENT MARKETING Content Strategy: Find a Gap and Fill it • Identified content gap (Awareness, TDM) • Plan: New core asset (interactive infographic) • Align: PMM SME collaboration • Create: Fund & manage vendor, coordinate SME input • Publish: Iterations > final deliverable > publish • Measure: Traffic, engagement, bounce, personas, geos Content Marketing: Amplify to Increase Engagement • Goal: Increase content performance • Phase One: Organic social + employee advocacy • Two posts/week; 8 weeks; corporate social channels; employee social advocacy • Increased traffic 61%, lowered bounce 40%; doubled time spent; increased next page clicks • Phase Two: Organic + employee advocacy + paid social • Create derivatives (e.g. storyboard SlideShare) & amplify via social ads
- 9. EXTRACURRICULAR CREDIT FOLLOW READ ATTEND Thank you!@Greencognito Linkedin.com/in/RichSchwerin