content jam 2016: ardath albee - banish content shock with an effective content marketing program
TRANSCRIPT
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Banish Content Shock with an Effective Content Marketing Program
Ardath Albee
Strategy
@ardath421 | #ContentJam
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@ardath421 #ContentJam
Content Shock is the emerging marketing epoch defined when exponentially increasing volumes of content intersects our limited human capacity to consume it.
~ Mark W. Schaefer
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More Content, Less Engagement
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@ardath421 #ContentJam
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3 Components to Banish Content Shock
Content Marketing Effectiveness
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@ardath421
3 Components
#ContentJam
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A persona is a composite sketch of a target market based on validated commonalities that actively informs
content strategy to drive productive engagement.
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@ardath421 #ContentJam
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@ardath421 #ContentJam
Problems / Pain Points:
NO:Inefficiency
YES:Lack of automated workflows adds months to product launches
A problem is whatever is impeding the achievement of an objective.
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@ardath421 #ContentJam
Orientation / Professional Attributes:
NO:Married with 2 Kids and a dogLives in the suburbsEarns $150,000 per year
YES:20 years in careerMentors his teamConfident leader
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@ardath421 #ContentJam
Questions: From Status Quo to Choice
NO:What features does your product have?
YES:Given my situation, why should I care?How do I eliminate X to achieve Y?What can I do now that I couldn’t do before?
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@ardath421 #ContentJam
Obstacles
NO:Price
YES:What do I need to know to convince Tom?What if our people won’t adopt the new workflows?
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@ardath421 #ContentJam
Channels Social Content Interactive Media
Preferences
Formats
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Creating Interactive Storylines
Content Marketing Effectiveness
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@ardath421 #ContentJam
“A story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.”
Uri Hasson, Princeton neuroscientist
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@ardath421 #ContentJam
Plot Your Buyer’s Story
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@ardath421 #ContentJam
Identify:•Stages in the customer lifecycle•Triggers for action•Tasks within stages•Touchpoints and channels in use•Gaps in the customer experience•Opportunities for experience improvement
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@ardath421 #ContentJam
Status Quo
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@ardath421 #ContentJam
A TRIGGER is an inciting incident that puts a goal in peril and motivates action and intent to rectify a pain point.
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@ardath421 #ContentJam
Product Delays – Head of Product R&D
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@ardath421 #ContentJam
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Documented Content Marketing Strategy
Content Marketing Effectiveness
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@ardath421 #ContentJam
Content Marketing Strategy
• Who – audience, target market, personas• What – Purpose and journey maps• When – at least the length of the buying process• Where – channel and distribution plan• Why – goals tied to business objectives with identified KPIs • How – business plan, editorial calendars, value proposition
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@ardath421 #ContentJam
Measuring for Relevance
• Time spent on page and session• Post-click path – where did they go next?• Proactive access of information (Return visits)• Frequency
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Thank you!
Ardath Albee@ardath421 | #ContentJam