Post on 27-Jul-2015
BUILDING CONTENT STRATEGYThe tips, tools and advice you needto make content work for you
MarkMichaudSenior Vice President
BaronManettSenior Vice President
Welcome.
Your hostsfor today…
Make content:@ariadcomm
@bstat
@kieranmiles
2
Kieran MilesSenior Strategist
EXERCISE GUIDE Your chance to create a content plan for your own situation.
3
What is content?
4
5
CONTENT ≠ COPY
6
CONTENT ≠ MESSAGING
7
CONTENT ≠ MEDIA
8
SORRY, BUT...YOU CAN’T BORE, MANIPULATE, ORBUY YOUR WAY TO INTOCONSUMERS’ LIVES
9
CONTENT IS...THE ESSENCE ANDTHE SUBSTANCE OFYOUR BRAND’S CONVERSATIONWITH CONSUMERS
What is good content?
10
Good content
• Meets a customer need• Nothing is more engaging than content the customer is
ALREADY looking for
• Helps rather than sells• Customers pay more attention when you are HELPING them
not SELLING to them.
• Is different from your competitors• Your brand wins when your content isn‘t just like your competitors
or any media outlet
• Is actionable• Good content should always show the customer WHAT TO DO NEXT
• Is engaging• A GREAT STORY, empathy for the customer, humour and humanity
all draw your audience closer to your message11
MICHELIN created guides to encouragea love of motoring
Helps rather than sells
Is different
Is actionable
Is engaging
12
RIMMEL brings its unique London brand positioning to life with multichannel content
Helps rather than sells
Is different
Is actionable
Is engaging
13
VOLKSWAGEN offers highly functionalcontent and customers‘ love of its iconic brand
Meets a customer need
Is different
Is actionable
Is engaging
14
EXERCISE 1Tell your own story.
15
How do we build a content strategy?
16
Define business objectives
Define and document your customer
Define their content needs
Create a strategy statement
Do your creative discovery
Create a content plan
Consider maintenance + measurement
17
Define business objectives
“What does content have to do with my business?”
18
Why?What are the objectives underpinning your strategy?
19
Is this a good objective?Getting more visitors to our website.
20
A better objective:Getting more visitors to our website.
Increase the numberof qualified leads
21
The makings of a good objective:
1. Measureable. Within a reasonable degree of accuracy.
2. Focused. Emphasizes on a single goal.
3. Business impact. Moves the business forwardin a meaningful way.
22
EXERCISE 2Establish your own business objectives.
23
Define and document your customer
“Who are we really trying to talk to?”
24
Who?Who are you targeting with your content?
25
Define your audience(s)
CUSTOMERS
STAKEHOLDERS
EMPLOYEES
INFLUENCERSTHE PUBLIC
SUPPLIERSANALYSTS
26
EXERCISES 3List your potential audiences.
27
Profiles or personas?
“an archetypal representation ofan actual user group whose members
share similar needs and goals”
28
Why profiles or personas?
• Understand your content from the customers’ perspective.
• Prioritize the most important needs of the most important customers.
• Make content decisions based on research insights.
• Filter out personal biases of the marketing and creative staff.
29
EXERCISE 4Create a profile of one audience member.
30
Define their content needs
“Why doesn’t anyone seem to want our content?”
31
2000 – 2012
This is Brad…
…he wants a new car.
32
From here…2000 – 2012
…to here.
?
33
Brad’s journey
34
Why customer journeys?
• Customer experience matters like never before.
• More complex: multichannel, multi-device, mobile.
• Consumers are demanding more bespoke, personalized and social interactions.
• Forces us to create content that truly serves customers’ needs.
35
EXERCISE 5Map your customer’s journey.
36
2000 – 2012
Brad has questions…
?
?
?
? ? ? ?
?
…we have answers.
37
CONTENTThis is where…
…comes in.
38
39
THE HOLY GRAILis the RIGHT CONTENT
in the RIGHT PLACE
at the RIGHT TIME
EXERCISE 6Identify content opportunities alongthe journey.
40
Create a strategy statement
“What content should we prioritize and resource?”
41
Where the strategy lies
Audience Goals
Business Objectives
Finding overlap
42
Our brand will engage with first time homebuyers by providing them with a comprehensive source of information
and advice on all aspects of home buying – integrating real estate information with financing education.
To ensure they can access this resource when they need it, we will provide it on the web and through a mobile/tablet app.
They will be able to customize it and store info on their specific situation so it acts as an essential tool to facilitate the purchase process.
Spell it out in a statement
43
Our brand will engage with first time homebuyers by providing them with a comprehensive source of information
and advice on all aspects of home buying – integrating real estate information with financing education.
To ensure they can access this resource when they need it, we will provide it on the web and through a mobile/tablet app.
They will be able to customize it and store info on their specific situation so it acts as an essential tool to facilitate the purchase process.
audiencebudget
mandate
mobile
functionality goa
l
The detail matters
44
Why a formal statement?
• Defines the scope of your content strategy.
• Identifies the implications for budgeting, planning, resourcing and governance.
• Provides a yardstick to judge all content initiatives.
45
EXERCISE 7Create a content strategy statement.
46
Do your creative discovery
“Why is our content just like everyone else’s?”
47
Content is…
THE ESSENCE AND
THE SUBSTANCE OF
OUR BRAND’S CONVERSATION
WITH CONSUMERS
48
49
ESSENCEProvide real value toyour customers’ lives.
49
50
SUBSTANCEDemonstrate how to engagewith the brand.
50
EXAMPLE: IKEA
51
“Better everyday life”
“Design for everyone”
ESSENCE:Provide real value toyour customers’ lives.
52
SUBSTANCE:Demonstrate how to engagewith the brand.
53
EXAMPLE: KNORR
54
“For the love of flavour…Because cooking delicious and nutritious food should be within
everyone’s reach”
ESSENCE:
Provide real value to
your customers’ lives.
55
SUBSTANCE:
Demonstrate how to engage
with the brand.
56
EXERCISE 8Define the essence and substance of your brand’s conversation with customers.
57
What is a content territory?An aspect of the brand’s conversation thatcan come to life in multiple ways, in many formats, across many channels.
58
What is a content territory?
RECOGNITION
AWARDSSUCCESS STORIES TESTIMONIALS
SAMPLING
COACHING/NEW
PRODUCTS
EVENTS/CONFERENCE
ROLE OF SALES FORCE ACADEMY
BORROWED TRUST
(EXPERTS)
“SWITCH ROLES”
59
EXERCISE 9Explore content themes or territories.
60
Create a content plan“How do we get more out of the content we have?”
61
What is a content plan? A formalized way to translate all the content opportunities and possibilities into doable,fundable, compliant, sustainable plan of action…that is aligned with business priorities.
62
Why a content plan?
• Creating one allows you to be realistic about resourcing and sustainability.
• Ensures that content is spread across theyear for business impact.
• Allows you to align with other in-market activities: product launches, promotions, events, etc.
63
Story ideas and channels
• Each story idea can be examined to identify the best channels and formats.
• Look for ways to alter and extend the idea so that it is applicable for a number of channels.
• These ideas should then be evaluated against the profile to ensure they are likely to be valued by the target audience.
64
EXERCISE 10Map story ideas to different channels.
65
Content plan/calendar
Planning the frequency of your content projects on a calendar helps in several ways:• Coordinate with aspects of your full plan:
promos, marketing, communications, events• Spread out the activity for reach and efficiency• Ensure that the plan is doable with the
resources available
66
EXERCISE 11Plan out your content calendar (two lines).
67
Consider maintenance and measurement
“What we do we after we launch all of this?”
68
The “day two” problem
• Measurement: how will you ensure that your content is performing against business objectives?
• Maintenance: what is the sustainable work process for ongoing creation, review, launch?
• Did you budget for day two? Take 20% of launch budget off the top for ongoing efforts.
• If you have “real time” content like social, how do you create and react quickly?
69
Let’s summarize“How does this all fit together?”
70
Define business objectives
Define and document your customer
Define their content needs
Create a strategy statement
Do your creative discovery
Create a content plan
Consider maintenance + measurement
71
Good content
• Meets a customer need
• Helps rather than sells
• Is different from your competitors
• Is actionable
• Is engaging
72
QUESTIONS?
73
EXPLORE MORE…at ariad.ca
74
THANK YOU