Content Strategy - 4 Keys to Competitive Advantage
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Transcript of Content Strategy - 4 Keys to Competitive Advantage
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“If even 10 percent of!them made the cake, I've already sold 10,000 bottles of Coca-Cola.
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Byron Perry Coconuts Media
“ Other than talking to people, probably the most important source is social media… So many of our stories come from Twitter and from Facebook..some might just be a facebook video embedded, like Occupy Hong Kong protest..
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http://mashable.com/2014/12/05/public-relations-industry/
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http://mashable.com/2014/12/05/public-relations-industry/
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http://mashable.com/2014/12/05/public-relations-industry/
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#delltechindex!
+ Content Syndication!
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"Marketing is undoubtedly !becoming content-driven…
and content opportunities can be overlooked…An integrated initiative was made possible (…) where PR, digital, media and social all
have equal seats at the table with one mission in mind, to identify and develop the best content possible."
Joe Rivas, global client leader at Y&R Team Dell
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Created
Curated
Own copyright
Directly promote brand
Bring your !audience closer
save time
relevance & value
pay it forward
brand knowledge
licensed & non-licensed
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Created
Curated
customers
subject matter!experts
employees
reviews
media coverage
industry !stories
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licensed content licensed content
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Created
Curated
customers
subject matter!experts
employees
reviews
media coverage
industry !stories
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0
25
50
75
100
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Readership
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Your Competitive advantage4 Keys
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industry !influencers
impartial !news sources
useful information!less hard-sell
Credibility
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Accessibilitybe found
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Accessibilitymultimedia resource
ease of reaching out
be found
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“Provide accessibility to image library by including links in the media release-
Be contactable! !
Worst Press release received... “It had only a few sentences, with a
collage of images. It should have at least included a link to high-resolution images!
Senior Writer, Jasmine Goh
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Accessibilitymultimedia resource
ease of reaching out
be found responsive!design
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Shareabilitydistribution channelsadapt content
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Stop relying on press releases to get news out - they're redundant. When crafting ways to release content and news to media, think about the platform you use and the kind of content you release. Make sure it's useable. Asha Philips!
Editor !@YahooNewsDigest
@YahooSG
“
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Shareabilitydistribution channelsadapt content
“Emails with !social sharing buttons !
increase CTR by 158%
activate your!community
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Trackability
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Channels
Engagement
Trackability
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Channels
Device
Engagement
Trackability
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Competitive advantage: C.A.S.T
✓ Credibility ✓ Accessibility ✓ Shareability ✓ Trackability
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“Did you know that there is no such thing as!
prime time anymore?”
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Every minute is !prime time…! !because customers are always looking at their phones and texting with their friends, even when they are watching TV.”
Raja Rajamannar!Chief Marketing Officer!MasterCard
“
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Q&A