Intelligent Content Strategies for the Modern MarketerJake Athey | August 2, 2016

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WIDEN 66 YEARS OF CONTENT TECH INNOVATION

WHO ARE YOU?

Marketers? Team of 1? Team of 10+?

WHY ARE WE HERE?

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Why are you here?

WHAT KIND OF BRIDGE ARE YOU BUILDING?

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We’re building bridges.

WE’RE ALL CREATING MORE CONTENT.

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Content Marketing is the only marketing left.”

-Seth Godin

88% of B2B Marketers Use Content Marketing

“

WHAT ARE YOUR GREATEST CHALLENGES?

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We all deal with content challenges of scale.

GET READY TO THINK!

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Use programmatic and strategic thinking!

WHAT DO YOU NEED TO BE EFFECTIVE?

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Deliver the right content, to the right person, at the right time.

WHAT IS INTELLIGENT CONTENT?

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Intelligent content is content that's structurally rich and semantically categorized

and therefore automatically discoverable, reusable, reconfigurable, and adaptable.

WHAT IS INTELLIGENT CONTENT?

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Intelligent content is data-driven and has a focus on personalization.

TAKE THE TIME AND CHALLENGE YOURSELF

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If you don’t think through it, nobody will OR everyone will, individually.

PUTTING IT INTO PRACTICE

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Let’s start doing.

GET STARTED WITH INTELLIGENT CONTENT

Create

Once

Publish

Everywhere

WIDEN EXAMPLE DAM DECISION GUIDE

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● Tradeshow Booth Drop

● Multipage Toolkit

● 16 Email Series

● 2 Twitter Accounts

● Google Adwords

● Remarking Ads

● 2 Infographics

● 4 Webinars

● 9 Blog Posts

● 2 Blog CTAs

● Sales Presentations

COPE CREATE ONCE PUBLISH EVERYWHERE

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Identify your big rock content.

Map your content to your customer journey.

COPE EXERCISE – 5 MINUTES

Awareness > Consideration > Decision > Purchase > Adoption > Advocacy >

Dire

ctly

Del

iver

edIn

dire

ctly

Pla

ced

THINK: How will you measure impact?

GET STARTED WITH INTELLIGENT CONTENT

Chunking:Breaking down

information into

bite-sized pieces.

CHUNKING EXAMPLE

Story Structure● < story >

○ < title >

○ < teaser >

○ < pull_quote >

○ < short_version >

○ < long_version >

What is your big rock concept? _________________________ What are the core messages? What are the chunks you can pull out for repurposing?

CHUNKING EXERCISE – 5 MINUTES

Brand Web Print Social Signage Verbal

List

Pie

ces

Acr

oss

Pla

ces

THINK: How will you measure impact?

GET STARTED WITH INTELLIGENT CONTENT

Component Content:

Content at the granular

level that you can use to

assemble content products.

Pick a topic your audience is struggling with. Think of at least 5 disparate pieces of content you have to determine chunks you can reuse and what you can assemble as a new content product.

COMPONENT CONTENT EXERCISE – 5 MINUTES

What is your topic (subject)? What are the chunks to reuse? What can you assemble as a new content product?

Topic: Who/what are your subject matter experts?Concept: What is your concept made of?Tasks: Who / how will you create it? References: What facts support it?

What do you have?

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5.

THINK: How will you measure the impact of individual components? Your finished product?

CONTENT STRATEGY ESSENTIALS

Keys to a marketing content audit

✓ What pieces do you have? Where? Who has access to it?

✓ Do they present a consistent brand (look and feel)?

✓ Do the messages speak the language of your different personas?

✓ Where does each piece fall in the funnel (top, middle, bottom) or customer journey?

✓ What content gaps do you have at each stage, by persona?

✓ How often are your content assets viewed and shared?

✓ What actions have come as a result?

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Identify your top 3-5 webpages. Next, identify 3-4 related pieces of content you can modularize to build bridges and carry the experience beyond your main website.

MODULAR CONTENT TAKE HOME

THINK: How will you track it?

Top webpages Related content

1.

2.

3.

4.

5.

1.

2.

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4.

5.

Recommended Reading

CONTINUE LEARNING

Conferences

Intelligent Content - A Primer by Ann Rockley, Scott Abel

Content Strategy for the Web by Kristina Halvorson

Content Chemistry by Andy Crestodina

Content Marketing World – Cleveland, September 6-9, 2016

AMA Madison Conference – September 21, 2016

Intelligent Content Conference – Las Vegas, March 28-30, 2017

WRAPPING UP: GO BUILD A BRIDGE TODAY!

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Use content development as a pillar to support all areas of your business, not just marketing.

Q & A?

QUESTIONS AND ANSWERS

Let’s get coffee and talk content strategy!Contact:jathey@widen.com@jakeatheyhttps://www.linkedin.com/in/jakeathey

CONTACT AND CONNECT