Multi Format Content Strategy

MULTI FORMAT

CONTENT STRATEGYCreating distributive content assets

VIDEO

ARTICLES

INFOGRAPHICS

EMAIL

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

https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategy

http://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




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

http://www.slideshare.net/mrjamescarson/story-telling-what-it-means-for-your-marketing

http://www.smartinsights.com/content-management/content-marketing-creative-and-formats/using-storytelling-narratives-improve-marketing-mix/

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


RECAP



THANKS@mrjamecarson

[email protected]

VIDEO

ARTICLES

INFOGRAPHICS

EMAIL

SOCIAL MEDIA

SURVEYS

BLOGS

LONGFORM

E-BOOKS

Multi Format Content Strategy

Marketing

Transcript of Multi Format Content Strategy