content marketing - aligning goals & effort for maximum efficacy
DESCRIPTION
Looking at business goals, process, assets and efficiency tips for maximising content marketing production and efficiency. Authenticity, motive, process tips (such as having shared assets across global organisations to ensure tone of voice and on-brand message.)TRANSCRIPT
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Digital Content Strategy
b y N i c h o l a S t o t t
Aligning Goals with Effort
t h e m e d i a f l o w @ N i c h o l a S t o t t
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t h e m e d i a f l o w
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Why do brands communicate?
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Content Mix
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Customer U s e r g u i d e s , A f t e r c a r e
Decision
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Intent
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Consideration
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Discoverer Social, attraction, QI
Awareness
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Why do brands communicate?
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S E L L
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with sales as goal and content
as tool our output is hollow
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What We make… we sell… we do… we service… we structure… we design…
H o w U S P s , s p e c i a l i s a t i o n , d e s i g n -a t -c e n t r e , i n v e s t i n p e o p l e , o u t s o u r c e p r o d u c t i o n /m i n i m i s e c o s t s
t r a d i t i o n a l m a r k e t i n g a p p r o a c h …
…m o t i v a t e d b y r e s u l t (s a l e s )
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“…i f w e ’r e s t a r t i n g w i t h t h e w r o n g q u e s t i o n s , i f w e d o n ’t u n d e r s t a n d t h e c a u s e , t h e n e v e n t h e r i g h t a n s w e r s w i l l a l w a y s s t e e r u s w r o n g … I n d i v i d u a l s a n d o r g a n i s a t i o n s t h a t n a t u r a l l y e m b o d y t h i s p a t t e r n … a r e t h e o n e s t h a t s t a r t w i t h W h y .”
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S i m o n S i n e k s ’ “ G o l d e n C i r c l e ” a p p r o a c h …
W H Y
HOW
W H A T
F u r t h e r R e a d i n g : h t t p s ://w w w .s t a r t w i t h w h y .c o m /d e f a u l t .a s p x
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Purchase decisions, brand associations, and allegiances are driven by emotion and feeling. Not that we would care to admit.
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W h a t ? : W e s e l l e n e r g y d r i n k s
H o w ? : W e p u b l i s h a n a m a z i n g a m o u n t o f c o n t e n t a r o u n d e x t r e m e s p o r t s , i n c l u d i n g a n a i r r a c e i n M a l a y s i a , p l u s m o t o r s p o r t s , s n o w b o a r d i n g , c l i f f d i v i n g . O h a n d w e o n c e g o t t h i s g u y t o j u m p f r o m s p a c e a n d f r e e f a l l t o e a r t h …
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t h e m e d i a f l o w
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WHY
Process
Resource
Assets
E x c e p t i o n a l
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1 . D e f i n e w h y …
• P a s s i o n /m i s s i o n s t a t e m e n t • P h i l o s o p h y • W h a t d r i v e s y o u r o r g a n i s a t i o n ?
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2 . R e s o u r c e s …
• C r e a t o r s • S t a k e h o l d e r s • B e l i e v e r s
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3 . P r o c e s s …
• C h a n g e l e a d e r s • S h a r e d m e m o r a b l e e x p e r i e n c e
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4 . A s s e t s …
• B r a n d g u i d e l i n e s • S h o w -r e e l • P o s t e r s • C a p a b i l i t y s t a t e m e n t
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Put WHY central to your content, wherever it is, for maximum impact and efficacy.
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A w a r e n e s s D e c i s i o n
A p p l i c a t i o n
T a b l e t
D e s k t o p
M o b i l e
S o c i a l
R e f e r r a l
E m a i l
P a i d S e a r c h
O r g S e a r c h
D i r e c t
Purchase
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1 . D e f i n e w h y …
• P a s s i o n /m i s s i o n s t a t e m e n t • P h i l o s o p h y • W h a t d r i v e s y o u r o r g a n i s a t i o n ?
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2 . R e s o u r c e s …
• W r i t e r s • D e s i g n e r s • P l a n n e r s & S t r a t e g i s t s • S o c i a l m e d i a & P R • P r o d u c t i o n
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3 . P r o c e s s …
• C h a n g e l e a d e r s • P e e r r e v i e w • W H Y c h e c k l i s t
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4 . A s s e t s …
• B r a n d g u i d e l i n e s • A s s e t r e p o s i t o r y • I m a g e r u l e s , s t a t e m e n t b l o c k s ,
r e i n f o r c e d l a n g u a g e
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Believe obsessive attention to technical detail drives gain
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Everybody creates, everybody has an hour a day exploring online
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Process
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2834 landing page entries
100+ tweets/RTs about the content
4 8 O r i g i n a l t w i t t e r s h a r e s f r o m l a n d i n g p a g e
1241 downloads
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T r a c k S o u r c e M u l t i -c h a n n e l F u n n e l s
A t t r i b u t i o n M o d e l s
M e a s u r e
I t e r a t e
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THANKS F O R L I S T E N I N G
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Tel: +4 4 (0 )1 2 5 6 3 8 4 8 9 4 E-mail: n i c h o l a .s t o t t @ t h e m e d i a f l o w .c o m Twitter: @ N i c h o l a S t o t t Web: w w w .t h e m e d i a f l o w .c o m