Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
Create Unified Content Marketing Strategy Across Channels
1. Creating and Executing a
Unified Content
Marketing and
Multichannel Publishing
Strategy
SUMMARY OF A LAVACON HANDS-ON WORKSHOP
2. Great Minds Converge
Adobe
IBM
Mindtouch
Razorfish
Red Hat
Cisco
The Rockley Group
3. 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.
4. Old Dog, New Tricks
John 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.
5. “
”
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.
6. Have It Your Way
WHEN I want it
WHERE I want it
HOW I want it
Know the WHO and WHY
Understand their context
7. Understand WHO & WHY
Give Them WHEN, WHERE, & HOW
Responsive
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
8. 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
9. 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.
10. 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.
11. Why Unified Content?
Inconsistencies are transparent to audience
Resources wasted when content is not used
Customers frustrated when experience is inconsistent
12. 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
13. A Case Study in Colliding Kingdoms
Web
Owns:
Website & Optimization
Measured:
Traffic, SEO, Leads
Social
Owns:
Facebook & Twitter
Measured:
Engagement
Social CRM
Owns:
CRM & Twitter
Measured:
NOT
Brand
Owns:
Television
Measured:
Awareness
E-Marketing Public Relations
Owns:
Blog, Social, Content
Measured:
Working on it…
Owns:
PR
Content, NewsRoom, Content
Measured:
Public Relations
14. 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.
15. 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
16. “
”
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.
17. Thank you for your engagement!
Please share your questions.