Transcript
Page 1: Unified Content Marketing Strategy, LavaCon Summary

Creating and Executing a Unified Content Marketing and Multichannel Publishing StrategySUMMARY OF A LAVACON HANDS-ON WORKSHOP

Page 2: Unified Content Marketing Strategy, LavaCon Summary

Great Minds Converge

Adobe

IBM

Mindtouch

Razorfish

Red Hat

Cisco

The Rockley Group

Page 3: Unified Content Marketing Strategy, LavaCon Summary

What is Content Marketing?

Value Relationships

Long-Term Loyalty

Meets Needs

Builds Credibility

Establishes Expertise

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

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Old Dog, New TricksJohn Deere – Forum

Established John Deere as the leader in farm equipment by establishing company as authority.

Jell-O – Cookbook

Jell-O had limited use. Cookbook provided new ideas.

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“”

The real fact of the matter is that nobody reads ads. People read what interest them, and sometimes its an ad.

- HOWARD GOSSAGE

The bar has been raised for marketing and advertising. Context aware computing will be the catalyst for change. Consumer expectation is a full product experience.

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Have It Your Way

WHEN I want it

WHERE I want it

HOW I want it

Know the WHO and WHY

Understand their context

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Understand WHO & WHYGive Them WHEN, WHERE, & HOWResponsive

Responds to environment

Screen size

Platform

Orientation

Translates content for desktop

Displays EXACTLY the same content as desktop web

Focus on best possible DISPLAY

Adaptive Adjusts to environment and

device capabilities

Delivers a customer experience

Filters and layers content

Rearranges content

Respond to interaction

Change based on location

Integrate content from other sources

Overall approach to improve USABILITY

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How Do We Adapt?

Audience• Develop PERSONAS

• Meet your audience

• Use their language

• Learn their journey

• Design information with your audience in mind

Lifecycle• Develop the journey of

each PERSONA

• Map needs

• Deliver value at the right TIME in their journey

• Always promise MORE

Structure• Essential to adaptation

• Future-proofs content

• Create content, then add structure

• Style guides & templates

• Maintains CONSISTENT experience

• Allows content to adapt

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Recipe for Success

Celery Salad• 2 tbsp. extra-virgin oil

• 2 tbsp. white wine vinegar

• ¼ cup plus 2 tbsp. feta cheese, crumbled

• ¼ tsp black pepper

• 1 bunch celery, thinly sliced on the diagonal

• 4 scallions, thinly sliced

• ¼ cup fresh parsley, roughly chopped

1. In a large bowl whisk together the oil, vinegar, ¼ cup cheese, and pepper until smooth.

2. Add the celery, scallions, and parsley and toss to combine.

3. Sprinkle with the remaining cheese.

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Unified Content Strategy

Content is not created in a vacuum. It is part of an ECOSYSTEM. Understand the cycle of influence to create effective and unified content.

Page 11: Unified Content Marketing Strategy, LavaCon Summary

Why Unified Content?

Inconsistencies are transparent to audience

Resources wasted when content is not used

Customers frustrated when experience is inconsistent

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Know Your Kingdom, Rule It Wisely

Start with YOU

Know who you are

Understand the importance of SOFT SKILLS

Know who influences your success

COMMUNITY is critical

Communicate to the correct AUDIENCE

Understand end-goals

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A Case Study in Colliding Kingdoms

WebOwns:

Website & Optimization

Measured:

Traffic, SEO, Leads

SocialOwns:

Facebook & Twitter

Measured:

Engagement

Social CRMOwns:

CRM & Twitter

Measured:

NOT

BrandOwns:

Television

Measured:

Awareness

E-Marketing Public RelationsOwns:

Blog, Social, Content

Measured:

Working on it…

Owns:

PR Content, NewsRoom, Content

Measured:

Public Relations

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Use Systems Thinking

SYSTEMS THINKING is the process of understanding how things, regarded as systems, influence one another within a whole. In organizations, systems consist of people, structures, and processes that work together to make an organization healthy or unhealthy.

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Create Healthy Systems

De-silo PROCESSES, not teams

Create collaborative roles to facilitate communication

Alignment within systems Governance

Measurement

Goals

Healthy systems lead to healthy systems of engagement

Engaged customers are more valuable 2x the cost, 5x as long to attain

Spent 2x as much, stayed 2x as long, 2x more likely to share

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“”

Those unable to catalog the past are doomed to repeat it.

- LEMONY SNICKETT

Cut the cord on legacy content. Marketing must adapt to the unknown & unpredictable.

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Thank you for your engagement!Please share your questions.