CONTENT PLATFORM PROPERTY TYPE Gaps ACTION TIMELINE

Sales collateral -

presentations, data

sheets, market reports

Sales team, EZ Prep Reports, presentations, surveys,

data sheets, market sheets, tip

sheets, case studies, demos

Not packaged for web consumption, can be

consumed in various forms such as infographics,

pdfs, ebooks, stats, results, content in blog posts,

social media posts, social media ads, too,

presentations, webinars

Repackage content in various content types for

distribution across multiple channels. Work with

sales team on ongoing basis. Create messaging

structure and key elements.

Jan - Mar

Newsletters (800 get real) Polls, Trend reports, Success

Videos, Tips on video, rolling stats

articles on: content marketing

plans, newsletter polls, media

mix advice, tracking and

performance of marketing and

advertising plans, local online

ads: best practices, trend watch,

creating custom video tours for

small businesses, digital deals -

making coupons pay, getting

Missing January 2012 and Novemeber 2011

issues. Great polls, stats and facts. Strong AT&T

product integration under each article. Ability

to share article in earlier newsletters from April

2011-2010. No ability to leave comments or

integrate with social media. No real inbound

linking strategy. Articles are incredibly written

but too long, not packaged well with images.

Repackage content, polls, trend reports which

are relevant and reuse for blogs, social media

posts, stats rotation, infographics, top articles

playbook / ebook / pdf for Ad Solutions

audience. Make it an incentive to generate

leads/conversions. Create style guide and

editorial strategy.

Feb-Mar

Social Media YouTube: AdSolutions

http://www.youtube.co

m/user/attadsolutions,

Flickr: ATTi

video, vlogs (to be created),

photosharing

TBD Create content and incorporate into

programming schedule. Monitor and track

results.

Facebook and Twitter ATTi, Yp.com, AT&T

Corporate

UGC, Contests and Events, Live

Blogging, vlogs, Demos, digital

deals, quizzes, polls, surveys,

features like match the

campaign to the SMB, location

AD Solutions pages and accounts in progress. Editorial calendar, resources, programming grid,

food court, day parting schedule, guidelines,

design elements, where will posts link? Vital for

small businesses to be present on foursquare.

Jan-Mar

Forums, Linked in

Groups, slideshare AT&T Mobility, ATTi, AT&T

Corporate

Classes & Webinars, Meetups Not designed for Ad Solutions personas and

verticals

Create our own page and groups dedicated to

small business needs, forums, live events,

webinars. Collect resources and guest

speakers/experts

May

Mobile Yp.com Apps, blog, digital deals To be created Scale to mobile experience - blog posts -

programming grid with character counts,

coupons, daily deals

May

Flickr ATTi Photo sharing Technology based images. Need our own account and page; good place

to create contests and giveaways for photo

captioning or photos which have bolstered

Jan-Mar

Websites Ad Solutions website

ASCP, ATTi website, ATT

small biz website,

Articles, video testimonials, case

studies, blog posts, product

demos, infographics (ATTi - 3 so

far, seasonal content, not really

for our audience), case studies

Not Ad Solutions targeted content for our

audience or verticals; some is outdated, not

tagged properly, messaging is redundant and

very product centric

Repackaging useful content - audit in progress. Jan-Mar

Blogs YP.com, Atti, AT&T,

ASCP

Articles, video testimonials, case

studies, blog posts, product

demos

Not targeted to each vertical or persona in our audience;

touches on some pain points, messaging is product

centric, consumer centric and not easily digested on ASCP

current and staging site

Celebs - what we learn from Ramsay's rants for local

businesses; pet owners' guide to __, SMB expert bloggers,

presetations to share on slideshare, live evevents,

contests, giveaways, coupons, quotes, poll results,

surveys, UGC, SMB of the month award, 3 Lessons you

can learn from Moneyball, trends, tips, features, fun

facts...

Feb-

AT&T Ad Solutions Content Gap Analysis: Shaping Ad Solutions Story