Post on 19-May-2015
description
MULTI FORMAT
CONTENT STRATEGYCreating distributive content assets
VIDEO
ARTICLES
INFOGRAPHICS
SOCIAL MEDIA
SURVEYS
BLOGS
LONGFORM
E-BOOKS
JAMES CARSONI run a media and content strategy consultancy called Digital Factoid
…and a historical website called Made From History
@mrjamescarson
Content
Distribution
Site Structure
Analytics
https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategyhttp://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
DESTINATIONand
DISTRIBUTION
Maybe customers don’t
go here, and never will
Formats
Platforms
The Idea
User Journey
https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategyhttp://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
START WITH
A USER JOURNEY
AWARENESS
INTEREST
DECISION
ACTION
AIDA
Advocacy
HERO’S JOURNEY
http://www.slideshare.net/mrjamescarson/story-telling-what-it-means-for-your-marketinghttp://www.smartinsights.com/content-management/content-marketing-creative-and-formats/using-storytelling-narratives-improve-marketing-mix/
Particular customer problems
The customer as a persona
How you help the customer overcome these problems
How you help the customer master these problems
How you create customer advocacy
How you make new customers aware
A GOOD IDEAIS THE KERNEL OF STRATEGY
WHAT MAKES
A GOOD IDEA?
AN IDEA IS NOTHING MORE OR LESS THAN
A COMBINATION OF OLD ELEMENTS
TRUTHHow to get teenagers to
not take up smoking
Cigarettes 4,000 chemicals
Cigarettes contain ammonia
so does dog poop
Cigarettes contain
ammonia.
So does dog poop.
Cigarettes contain
ammonia.
So does dog poop.
CUT OUT YOUR OWN SIGN
Cigarettes contain
ammonia.
So does dog poop.
ONE IDEA
OUTDOOR PRINT TV
Simply checking the boxes across every
possible media channel is no longer
enough to stand out.
Each piece of creative should stand on its
own as a great expression of the big idea.
Tony Granger, Saatchi and Saatchi
CONTENT
FORMATS
STOCK FLOW• Guides
• How to
• Category pages
• News
• Social updates
• Blogs
• Video
• Infographics
• Applications
CURATION•Referencing things that aren’t yours
•Getting your community to contribute
•Harnessing social to create content
MEAL SIZED CONTENT TYPES
Snack Sized
Bite Sized
Regular
Dinner Sized
Super Sized
STOCK FLOW CONTENT TYPES
Blog
Social
Product Features
Product Pages
Bespoke Content
Updates the user of what’s happening
Content Marketing for
products
Wow factor
Rich information
Stock pages for
converting
Flow / Curation
Curation of the above, 3rd
party curationFlow / Curation
Flow / Stock
Stock
Holy Trinity
CONTENT
PLATFORMS
CONTENT PLATFORMS
AUDIENCE
EARNED
OWNED
CONTENT PLATFORMS
AUDIENCE
CONTENT PLATFORMS
CUSTOMER JOURNEY
Awareness Interest Loyalty
CONTENT PLATFORMS
CUSTOMER JOURNEY
Awareness Interest Loyalty
Small /
bitesized
statements
Picture
based
statementsCompetitions &
offersLarge
Assets
WHAT IS THE POINTOF YOUR CONTENT PLATFORMS?
GOOD EXAMPLES
GOOD PLATFORMSDO ONE THING REALLY WELL
Formats
Platforms
The Idea
User Journey
https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategyhttp://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
RECAP
THANKS@mrjamecarson
james@digitalfactoid.com
VIDEO
ARTICLES
INFOGRAPHICS
SOCIAL MEDIA
SURVEYS
BLOGS
LONGFORM
E-BOOKS