assertive strategy: content amid constraints at content strategy applied
DESCRIPTION
We live in a world where people jump from Red Bull-branded satellites all in the name of good content. But is it really good—and is it right for our brands? Content strategy gives content marketing the tools to be sane and sustainable. Margot discusses how a more sustainable future means addressing the limits of budget, time, and creativity with content management, strategy, governance, and more. That’s the stuff that keeps logos off satellites and our content creators off high ledges. Presented at Content Strategy Applied, #CSAUSA / #CSA13, October 17, 2013, in San Jose at eBay.TRANSCRIPT
Margot Bloomstein
@mbloomstein #CSAUSA
October 17, 2013
Assertive strategy:
Content amid constraints
Congratulations.
Is this good?
Right for your brand?
Sensible?
Sane?
Sustainable?
@mbloomstein | #CSAUSA 4
© 2013
So, about content marketing.
Content marketing is
unavoidable, inevitable…
and that’s a good thing.
Content marketing is one way—
but not the only way—to execute
on content strategy.
Life without industry
is guilt, and industry
without art is brutality.
– John Ruskin
Advocate for practical,
sustainable craft.
Own your work
product and process.
Constraints
@mbloomstein | #CSAUSA 10
© 2013
@mbloomstein | #CSAUSA 11
© 2013
Constraints,
real and self-imposed
@mbloomstein | #CSAUSA 12
© 2013
Constraints,
external and internal
@mbloomstein | #CSAUSA 13
© 2013
@mbloomstein | #CSAUSA 14
© 2013
Constraints,
external and internal
@mbloomstein | #CSAUSA 15
© 2013
If I’m out with a customer,
I’m not working on a blog post.
But check out the blog; you’ll learn
a lot and then we can talk more.
@mbloomstein | #CSAUSA 16
© 2013
Content strategy is a map
through the opportunity costs
of communication.
Content strategy is a map
through the opportunity costs
of communication.
@mbloomstein | #CSAUSA 17
© 2013
Strategy is just using limited resources
to accomplish a goal.
John Eckman (@jeckman)
Make tough choices.
Clarity of purpose:
Start with a message
architecture; drive it
through an editorial
calendar
@mbloomstein | #CSAUSA 19
© 2013
Premium
• Lindt embodies quality, in product, marketing, & company interactions
• Approachable: Quality indulgences are more accessible
• Trusted in brand and quality
Empowering
• Entrepreneurial: Innovating, championing individuals and successes
• Market driving: strategic and proactive
• Professional and consistent through experience and being responsive
Community-minded
• Engaged with the Lindt family
• Customer-oriented
• Socially conscious
Lindt & Sprüngli message architecture
@mbloomstein | #CSAUSA 20
© 2013
@mbloomstein | #CSAUSA 21
© 2013
@mbloomstein | #CSAUSA 22
© 2013
Scorn waste:
Invest in granular
content management
structured for reuse
@mbloomstein | #CSAUSA 24
© 2013
Share and socialize
the work:
Invest in guidelines
and training so others
contribute
@mbloomstein | #CSAUSA 26
© 2013 © Furman University
Break the box:
Balance consistency
with surprise, like
content and concepts
new to the industry
@mbloomstein | #CSAUSA 28
© 2013
This is not real.
@mbloomstein | #CSAUSA 29
© 2013
This is real.
@mbloomstein | #CSAUSA 30
© 2013
This is real.
Stand up for it—
and your content
and yourself.
@mbloomstein | #CSAUSA 31
© 2013
Stop putting “awesome”
on a pedestal.
@mbloomstein | #CSAUSA 32
© 2013
Embrace your reality
with clarity, structure,
and governance.
@mbloomstein | #CSAUSA 33
© 2013
Embrace your reality
with clarity, structure,
and governance.
You, your content,
and your brand deserve
nothing less.
@mbloomstein | #CSAUSA 34
© 2013
Thank you.
Margot Bloomstein
@mbloomstein
slideshare.net/mbloomstein
amzn.to/CSatWork
All images property of their respective owners or © Margot Bloomstein as noted.