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AT&T Ad Solutions Content MarketingJanuary 2012

“Connected consumers are only growing in size, magnitude and influence. Ignoring them is a step toward digital Darwinism. Knowing your customer is one thing. But, understanding how they make decisions and participating in that process influences behavior while building meaningful relationships.”

–Brian Solis, Fast Company

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Inbound Marketing Isn’t Enough… Welcome to content marketing

The average person is exposed to about 5,000 ads per day! (Research firm Yankelovich)Buyers have tuned out marketing because they can.Businesses must respond by reaching prospects in new ways.

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Content marketing is the butter to our inbound marketing bread.

It’s how a brand creates, delivers and governs original or curated content to attract, retain and upsell customers, positioning the brand as a credible expert to motivate a change in behavior.

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Where’s the Butter?

In our key players – the AdSolutions team, marketing teams, sales teams and our audience.

… and our ongoing, evolving story which includes:•A central narrative•An editorial strategy including voice, messaging, consistency and tone•Audience participation - personalized conversations will increase our digital footprint.•Content subjects and types to bait the hook of our story•Channels to distribute content to the right audience on the right platforms

 

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Building a Network Through StoriesWhat we have:

• Sales collateral (Reports, presentations surveys, market facts)

• Atti Local Insights Report (Seasonal, infographics)

• E-newsletters from 1800-get-real (articles)

• The Real Proof (video testimonials)• Small business.att.com (articles,

stats, demos)• Case Studies from ASCP• Yp.com (blog links for pertinent

articles)• Other Atti content (whitepapers)• YouTube channel (videos)• Flickr: photosharing

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What we needTo stop pushing. Start attracting. Stop interrupting. Start engaging. 1. Develop a consistent tone and editorial strategy.A food court / programming mix of:70% bread and butter20% to innovate the stuff that works10% high riskan editorial and social media calendar with: •Our own features and days of the week to promo feature content, ex:

– “A Day in the Life of” - profile pieces •How-to-guides (below)•“What X movie taught me about marketing strategy”•“dos and don’t’s in __” •Know Your SEO•Marketing priorities from other depts. (sales) and seasonal promos

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2. An arsenal of resources like small business bloggers, guest and expert bloggers, and developing content types such as:

• live blogging, vlogs• webinars• our ‘greatest hits’ packets• bundled data packets/pdfs to attract signups, playbooks • piecemeal stats infographics, rotating modules• product selectors/quizzes /checklists• User and peer created content • Guest blogger SMBs and experts • Live chats and events• Contests our SMBs will love and then use to attract clients• Polls – not just in the newsletter• Data visualization• Virtual bulletin boards • Foursquare 101

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Gap Analysis

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Appendix

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The Grand Roadmap

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DISCOVER CONTENTJan-Feb Feb-Mar Mar-April April-May

Content readability × SMB research / segmentation × Stakeholder interviews and agendas × Inventory and audit all content × Content owners –processes × Workflow and timelines × x Accessibility requirements, success metrics × DEFINE CONTENT

Core messaging× x

Style guide x Topics and transactions × x Workflow design, resource planning, training, hiring and budget × x Roles and descriptions

x Editorial calendars – blog and social media x Content migration plans – establish categories/taxonomy

x

Message map x

Governance plan x

DEVELOP CONTENT

CMS Templates x

Copywriting x

Video/audio creation, PDFs, infographics x

Refine editorial calendar x

Establish messaging hierarchy, features x

SEO implementation, metadata guide x

DEPLOY CONTENT

Rolling inventory x

Editorial and metadata oversight x

Metrics analysis x

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Launch Overview

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Round 1: Research, audit, assign, create

Round 2: Build out the team and integrate new platforms

Phase 1Jan

Phase 2Jan- Feb

Phase 3Feb-Mar

Phase 4Mar-Jun

Phased approach allows for plan modifications as new information is discovered