The Digital Content Imperative

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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.

Marketing

THE
DIGITAL CONTENT IMPERATIVE
RICH SCHWERIN
DIGITAL CONTENT STRATEGIST
JUNE 1, 2017

CONTENT STRATEGY: KRISTINA HALVORSON
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

CONTENT MARKETING: JOE PULIZZI
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

INTELLIGENT CONTENT: SCOTT ABEL
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.”

ATTENTION IS THE NEW 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

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

EXTRACURRICULAR CREDIT
FOLLOW
READ
ATTEND
Thank you! @Greencognito Linkedin.com/in/RichSchwerin

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The Digital Content Imperative

1. THE DIGITAL CONTENT IMPERATIVE RICH SCHWERIN 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: KRISTINA HALVORSON 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: JOE PULIZZI 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: SCOTT ABEL 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 THE NEW 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 A CONTENT 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

The Digital Content Imperative

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