CONTENT STRATEGY: Unlock Scalable Content to Ensure a Resonate Online Consumer Message - Presented by Buddy Scalera at Content Marketing World | Health Summit 2012. Explore the user journey and how content messaging can be provided at every step of the consumer continuum. Includes a case study with everybody's favorite comic book cave man Grok.
Content Strategy: The Keys Unlocking Scalable Marketing Content
1. CONTENT STRATEGY:
Unlock the Keys to Scalable Content
to Ensure a Resonate Online Consumer Message
Buddy Scalera, SVP Content Strategy and Media
Buddy.Scalera@ogilvy.com
Twitter: @marketingbuddy
Presented at
Content Marketing World | Health Summit 2012
25. Websites
Events
iPad & Rep
Details
Digital Media
Traditional
Media
Direct Mail
Payer
Marketing
Today’s realities:
• Audience consumes content and
services through multiple
channels
• Content and services should be
delivered in channel appropriate
format
• Carefully planned user
experience should ensure easy-
to-access, relevant and credible
customer service
Multi-dimensional criteria:
• Audiences
• Channels
• Devices
• Engagement levels
• Time of day/month/year
• Geo-location
• Cultural consideration
• Ethnographic
Content Strategy Channel Agnostic Content
39. Information Architecture
Wasn’t a One-Time Thing
G0.1 Press G0.3 SitemapG0.2 Contact
Home
0.0
1.0
About Lycanthrian
1.1
How to Take
1.2
Side Effects
2.0
Lunar Lycanthropy
2.1
Symptoms
2.2
Transmission
2.3
Hereditary Factors
3.0
Getting Help
3.1
Hair Care
3.2
Lifestyle Changes
3.3
Support Groups
4.0
Silver Bullet
Support Program
4.1
Discount Card
4.2
Lunar Reminders
(CRM)
4.3
Symptom Tracker
app
40. Home
0.0
1.0
About Lycanthrian
1.1
How to Take
1.2
Side Effects
1.3
Safety
2.0
Lunar Lycanthropy
2.1
Symptoms
2.2
Transmission
2.3
Hereditary Factors
3.0
Getting Help
3.1
Hair Care
3.2
Lifestyle Changes
3.3
Support Groups
4.0
Silver Bullet
Support Program
4.1
Discount Card
4.2
Lunar Reminders
(CRM)
4.3
Symptom Tracker
app
It Was Dynamic
Phase 2
41. And it Reflected Business Goals
KPIs
Home
0.0
1.0
About Lycanthrian
1.1
How to Take
1.2
Side Effects
1.3
Safety
2.0
Lunar Lycanthropy
2.1
Symptoms
2.2
Transmission
2.3
Hereditary Factors
3.0
Getting Help
3.1
Hair Care
3.2
Lifestyle Changes
3.3
Support Groups
4.0
Silver Bullet
Support Program
4.1
Discount Card
4.2
Lunar Reminders
(CRM)
4.3
Symptom Tracker
app
42. Home
0.0
1.0
About Lycanthrian
1.1
How to Take
1.2
Side Effects
1.3
Safety
2.0
Lunar Lycanthropy
2.1
Symptoms
2.2
Transmission
2.3
Hereditary Factors
3.0
Getting Help
3.1
Hair Care
3.2
Lifestyle Changes
3.3
Support Groups
4.0
Silver Bullet
Support Program
4.1
Discount Card
4.2
Lunar Reminders
(CRM)
4.3
Symptom Tracker
app
Users Do Not Navigate Our “Brand Story”
43. Home
0.0
1.0
About Lycanthrian
1.1
How to Take
1.2
Side Effects
1.3
Safety
2.0
Lunar Lycanthropy
2.1
Symptoms
2.2
Transmission
2.3
Hereditary Factors
3.0
Getting Help
3.1
Hair Care
3.2
Lifestyle Changes
3.3
Support Groups
4.0
Silver Bullet
Support Program
4.1
Discount Card
4.2
Lunar Reminders
(CRM)
4.3
Symptom Tracker
app
Users Navigated How They Wanted
44. They Don’t Always See Our Homepage
Home
0.0
1.0
About Lycanthrian
1.1
How to Take
1.2
Side Effects
1.3
Safety
2.0
Lunar Lycanthropy
2.1
Symptoms
2.2
Transmission
2.3
Hereditary Factors
3.0
Getting Help
3.1
Hair Care
3.2
Lifestyle Changes
3.3
Support Groups
4.0
Silver Bullet
Support Program
4.1
Discount Card
4.2
Lunar Reminders
(CRM)
4.3
Symptom Tracker
app
49. Content strategy plans for the
creation, publication,
& governance
of useful, usable content.
50. Plan of Action: Create Better Content…not More Content
1. Ask a LOT of questions.
2. Figure out what the customer wants.
3. See what you already have.
4. Think like a publisher.
5. Make it part of your process.
Grok had a problem – People kept eating the wrong berries. Some would get sick, others would die
Grok could tell people which berries, but they would forget
Grok had an idea. Draw it on the cave wall. Good berry, bad berry
The strategy worked. Grok’s people learned the good berries from the bad berries. They stopped dying from this very preventable mistake.
With this, Grok became the very first public health official
His daughter met a nice cave-guy and wanted to move away.– She rolls her teenage cave-girl eyes at Grok
Grok had a new challenge. How to spread his health message to an increasingly large and spread out tribe?
http://gvfloral.blogspot.com/2011/05/tips-for-giving-flowers-to-your.htmlStrategy vs Tactics - Planning, managing, technology, etc - vs “creating” which is a small partYou’re wasting money, wasting time, and maybe even damaging your brandContent strategy is a process (and it’s never really done)
Remove for leave behind
Remove for leave behind
http://www.contentmarkContent strategy enables you to maximize your content message, reach the right audience, evolve with new trends, leverage new channels, and save moneyIt’s like a business plan for your content.etinginstitute.com/2011/04/5-things-about-content-strategy/
Your message may not need to last 600,000,000 years. But you should feel good to know that healthcare message are important now as they were at the dawn of time. And with a good message, a strong content strategy, and a determination to get the right message to the right person at the right time, we can just as effective as Grok was 6000000 years go. Because if you really think about it, the reason we’re all here today is in some small part because Grok was able to share an effective health message.Act 3• Tie Grok’s story back to pharmaceutical content strategy• Health messages are still important, even if the message is distributed through modern digital channels• It still must be appropriate to the audience, shared in a language they understand with a clear call to action• Story – even if it’s not a “once upon a time” fairytale --is still a method that humans understand….why? Because Grok survived, thrived, and we are all in some way, descendents of his tribe (taking some literary license here, but…) Epilogue• Grok and all storytellers recognize the power of communications and content strategy helps brand marketers to share an effective message• Health messages are essential stories that people need and will listen to if it is relevant to them• Your message may not need to last 600,000 years, but, hey, you never know….