Presentation by James Carson - delivered at the Content Masterclass in Ravensbourne on 2nd May 2014.

1. MULTI FORMAT
CONTENT STRATEGY
Creating distributive content assets
VIDEO
ARTICLES
INFOGRAPHICS
EMAIL
SOCIAL MEDIA
SURVEYS
BLOGS
LONGFORM
E-BOOKS

2. JAMES CARSON
I run a media and content strategy
consultancy called Digital Factoid
…and a historical website called Made
From History
@mrjamescarson

3. Content
Distribution
Site Structure
Analytics
https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategy
http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department

5. DESTINATION
and
DISTRIBUTION

6. Maybe customers don’t
go here, and never will

7. Formats
Platforms
The Idea
User Journey
https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategy
http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department

8. START WITH
A USER JOURNEY

9. AWARENESS
INTEREST
DECISION
ACTION
AIDA
Advocacy

10. HERO’S JOURNEY
http://www.slideshare.net/mrjamescarson/story-telling-what-it-means-for-your-marketing
http://www.smartinsights.com/content-management/content-marketing-creative-and-formats/using-storytelling-narratives-improve-marketing-mix/
Particular customer problems
The customer as a persona
How you help the customer
overcome these problems
How you help the customer
master these problems
How you create customer
advocacy
How you make new
customers aware

11. A GOOD IDEA
IS THE KERNEL OF STRATEGY

12. WHAT MAKES
A GOOD IDEA?

14. AN IDEA IS NOTHING
MORE OR LESS THAN
A COMBINATION OF
OLD ELEMENTS

15. TRUTHHow to get teenagers to
not take up smoking

16. Cigarettes 4,000 chemicals

17. Cigarettes contain ammonia

18. so does dog poop

19. Cigarettes contain
ammonia.
So does dog poop.

20. Cigarettes contain
ammonia.
So does dog poop.
CUT OUT YOUR OWN SIGN

21. Cigarettes contain
ammonia.
So does dog poop.

22. ONE IDEA
OUTDOOR PRINT TV

23. Simply checking the boxes across every
possible media channel is no longer
enough to stand out.
Each piece of creative should stand on its
own as a great expression of the big idea.
Tony Granger, Saatchi and Saatchi

24. CONTENT
FORMATS

25. STOCK FLOW
• Guides
• How to
• Category pages
• News
• Social updates
• Blogs
• Video
• Infographics
• Applications

26. CURATION
•Referencing things that aren’t yours
•Getting your community to contribute
•Harnessing social to create content

27. MEAL SIZED CONTENT TYPES
Snack Sized
Bite Sized
Regular
Dinner Sized
Super Sized

28. STOCK FLOW CONTENT TYPES
Blog
Social
Product Features
Product Pages
Bespoke Content
Updates the user of what’s happening
Content Marketing for
products
Wow factor
Rich information
Stock pages for
converting
Flow / Curation
Curation of the above, 3rd
party curation
Flow / Curation
Flow / Stock
Stock
Holy Trinity

29. CONTENT
PLATFORMS

30. CONTENT PLATFORMS
AUDIENCE
EARNED
OWNED

31. CONTENT PLATFORMS
AUDIENCE

32. CONTENT PLATFORMS
CUSTOMER JOURNEY
Awareness Interest Loyalty

33. CONTENT PLATFORMS
CUSTOMER JOURNEY
Awareness Interest Loyalty
Small /
bitesized
statements
Picture
based
statements
Competitions &
offers
Large
Assets

35. WHAT IS THE POINT
OF YOUR CONTENT PLATFORMS?
GOOD EXAMPLES

40. GOOD PLATFORMS
DO ONE THING REALLY WELL

41. Formats
Platforms
The Idea
User Journey
https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategy
http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
RECAP

42. THANKS
@mrjamecarson
james@digitalfactoid.com
VIDEO
ARTICLES
INFOGRAPHICS
EMAIL
SOCIAL MEDIA
SURVEYS
BLOGS
LONGFORM
E-BOOKS