Content Strategy: Setting Up Your Strategy for Results
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CONTENT STRATEGY: SETTING UP YOUR STRATEGY FOR RESULTS Geoffrey Colon, Group Product Marketing Manager - Microsoft
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Transcript of Content Strategy: Setting Up Your Strategy for Results
CONTENT STRATEGY: SETTING UP YOUR STRATEGY FOR RESULTS
Geoffrey Colon, Group Product Marketing Manager - Microsoft
AGENDA
‣Who Are You?‣Why Content?‣Read: Is Content the New Currency?‣Who Are Your Customers?‣Establishing Objectives‣Read: Is Trust the New Currency?‣The Neuroscience of Content‣Behavioral Targeting‣Key Performance Indicators – What Does Success Look Like?
Who Are You?
CONTENT STRATEGY
HELLO!
‣What’s Your Name?‣What Do You Want to Learn?‣What Do You Do?‣What’s the Last Song You Listened To Before You Came Here?
ARE YOU?
Why Content?
CONTENT STRATEGY
CONTENT STRATEGY
“In an ever fragmenting media world, the question to ask yourself in the transforming world of media and marketing is: ‘How Do I Become Part of a Customer’s Dialog or Thought Recollection Every Day?’”
WHY CONTENT?
READ: Is Content The New Currency?
CONTENT STRATEGY
CONTENT STRATEGY
Read the article on Fast Company and be prepared to discuss the following:
IS CONTENT THE NEW CURRENCY?
Who Are Your Customers?
CONTENT STRATEGY
CONTENT STRATEGY
WHO ARE YOUR CUSTOMERS?
Establishing Objectives
CONTENT STRATEGY
CONTENT STRATEGY
3 Major Objectives that Content Marketing Tries to Attain:
1. BRAND AWARENESS
2. VISITS TO YOUR OWNED CHANNELS (Data Collection, Call to Action, Transaction)
3. SOCIAL DISCUSSION AROUND A TOPIC (Being Where People Engage and Interact)
ESTABLISHING OBJECTIVES
READ: Is Trust The New Currency?
CONTENT STRATEGY
CONTENT STRATEGY
READ the article on LinkedIn and be prepared to discuss the following:
1. What is your main goal for using content marketing?
2. What other types of content do your targeted customers enjoy?
3. What personas define those customers?
4. Is your content one-way or two-way in design?
5. What forms of content will work best to build a trust factor?
READ: IS TRUST THE NEW CURRENCY?
The Neuroscience of Content
CONTENT STRATEGY
CONTENT STRATEGY
Because of BIOLOGY, content based solely on logic and data doesn’t resonate with audiences. Think about these three factors when designing:
1. Emotion
2. Passion
3. Personal Value
THE NEUROSCIENCE OF CONTENT
CONTENT STRATEGY
Watch the video. What should you consider when you plan to make content on behalf of your organization. What does Sinek say that you should consider when building content? What’s your purpose?
What Why
How How
Why What
THE NEUROSCIENCE OF CONTENT
Behavioral Targeting
CONTENT STRATEGY
CONTENT STRATEGY
Five areas to help you find your audience and target them effectively:
1. Search and Social Data
2. Creative Insights
3. Trending Topics
4. Social CRM
5. Platforms and Distribution
BEHAVIORAL TARGETING
Key Performance Indicators
CONTENT STRATEGY
CONTENT STRATEGY
Body copy
KEY PERFORMANCE INDICATORS
CONTENT STRATEGY
Body copy
KEY PERFORMANCE INDICATORS
CONTENT STRATEGY
Let’s Diagnose the following CASE STUDY by IBM
KEY PERFORMANCE INDICATORS
CONTENT STRATEGY
KEY PERFORMANCE INDICATORS
What did IBM Ask and Answer?
Additional Reading:• Disruptive Content Marketing, Disciplined Result
s• How Social Engagement Metrics Inform Your Con
tent Marketing Strategy• Social by Design REMIXED
CONTENT STRATEGY
Q&A
CONTENT STRATEGY
‣Body Level One‣Body Level Two‣Body Level Three‣Body Level Four‣Body Level Five
‣Body Level One‣Body Level Two‣Body Level Three‣Body Level Four‣Body Level Five
THANKS!
‣Body Level One‣Body Level Two‣Body Level Three‣Body Level Four‣Body Level Five
GEOFFREY COLON
‣Body Level One‣Body Level Two‣Body Level Three‣Body Level Four‣Body Level Five
‣@djgeoffe‣[email protected]‣Blog: FuturistLab.Tumblr.Com‣SlideShare: slideshare.net/geoffreycolon
