Content vs. the Customer

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- 2015 Content Marketing World keynote presentation - As we gather to celebrate the amazing opportunities content marketing provides us, it’s important to face head-on the challenges it poses. With all the time and energy content strategy requires, it’s sometimes easy to lose sight of our #1 responsibility as marketers: to satisfy the customer. How can we ensure our content is helping—and not harming—our cause? You’ll learn: - What committing to content marketing really looks like - How content strategy can save your sanity - How successful content-centric organizations are evolving - What “content success” means to our customers

Marketing

CONTENT VS.
THE CUSTOMER
Kristina @Halvorson • #CMworld • @CMIcontent

CEO, Brain Trafﬁc, a content
strategy agency
Co-author, Content Strategy for
the Web
Founder, Confab content
strategy conferences

http://www.crescendocontent.com/blog/a-15-point-checklist-for-writing-excellent-engaging-digital-content/
Articles
Videos
Infographics
Blogs

25 Unexpected Ways To Use Paper
Products at Your Next Family Picnic

I Ran Out of Kleenex … and You
Won’t Believe What Happened Next!

How Paper Towels Are Saving Baby Seals
One Wipe at a Time

No Use Crying Over Spilled Milk:
One Woman’s Story of Survival

You need a documented
content marketing strategy.

PART TWO:
The Highly Elusive
Content Marketing Strategy

http://www.crescendocontent.com/blog/a-15-point-checklist-for-writing-excellent-engaging-digital-content/
Formats
Voice and tone
Channels
Calendar

“Content strategy
guides the creation,
delivery, and
governance of useful,
usable content.”

YOUR GOALS:
Business outcomes
and customer satisfaction.

Core Strategy (2012)
The central idea for using content
to achieve an organization's
business goals:
• What you intend to accomplish
• Who you need to reach
• What you’ll create
• The future direction for content

1. Diagnosis
2. Guiding Principles
3. Coherent Set of
Actions
Source: Good Strategy, Bad Strategy
by Richard Rumelt
Core Strategy (TODAY!)

- Align on business
outcomes and customer
needs
- Assess internal and
external content
ecosystems
- Identify:
- Key opportunities
- Core challenges
- Assumptions and risks
1. Diagnosis

Tactical problems:
there’s no “why” here
Legacy problems:
lagging infrastructure

Business outcomes.
Customer satisfaction.

- Redesign
- Shut down
- Acquire
- Upgrade
- Establish
- etc.
3. Coherent Set
of Actions

What do you need to do?
How can I help?
I will be transparent.
I will prioritize you over metrics.
Let’s make out.

http://www.crescendocontent.com/blog/a-15-point-checklist-for-writing-excellent-engaging-digital-content/
Support
content
Top tasks
Email
preferences
Search results

Content marketing =
tremendous opportunity.

PART FOUR (AND FINAL):
You Are Everywhere

You are everywhere …
but you don’t have to be.

Thank you.
(customer) (content)
Kristina @Halvorson
CEO, Brain Trafﬁc – a content strategy agency
Founder, Confab Events – content strategy conferences
Co-author, Content Strategy for the Web

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Content vs. the Customer

1. CONTENT VS. THE CUSTOMER Kristina @Halvorson • #CMworld • @CMIcontent

2. CEO, Brain Trafﬁc, a content strategy agency Co-author, Content Strategy for the Web Founder, Confab content strategy conferences

3. PART ONE: Content Marketing in the Wild

5. http://www.crescendocontent.com/blog/a-15-point-checklist-for-writing-excellent-engaging-digital-content/ Articles Videos Infographics Blogs

6. 25 Unexpected Ways To Use Paper Products at Your Next Family Picnic

7. I Ran Out of Kleenex … and You Won’t Believe What Happened Next!

8. How Paper Towels Are Saving Baby Seals One Wipe at a Time

9. No Use Crying Over Spilled Milk: One Woman’s Story of Survival

10.

11.

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13.

14.

15.

16.

17. CLIENT THE BIG IDEA

18.

19.

20. SENIOR LEADERSHIP

21.

22. ME

23.

24. Why?

25. You need a documented content marketing strategy.

26. PART TWO: The Highly Elusive Content Marketing Strategy

27. http://www.crescendocontent.com/blog/a-15-point-checklist-for-writing-excellent-engaging-digital-content/ Formats Voice and tone Channels Calendar

28. “Content strategy guides the creation, delivery, and governance of useful, usable content.”

30. STRATEGY

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32.

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34. STRATEGY GOAL TACTIC

35.

36.

37. YOUR GOALS: Business outcomes and customer satisfaction.

38. Core Strategy (2012) The central idea for using content to achieve an organization's business goals: • What you intend to accomplish • Who you need to reach • What you’ll create • The future direction for content

39. 1. Diagnosis 2. Guiding Principles 3. Coherent Set of Actions Source: Good Strategy, Bad Strategy by Richard Rumelt Core Strategy (TODAY!)

40. - Align on business outcomes and customer needs - Assess internal and external content ecosystems - Identify: - Key opportunities - Core challenges - Assumptions and risks 1. Diagnosis

41.

42. Tactical problems: there’s no “why” here Legacy problems: lagging infrastructure

43. Business outcomes. Customer satisfaction.

44. - What are our success metrics? - Who is our audience and why? - Brand values - Purpose of: - Format - Channel - Frequency - etc. 2. Guiding Principles

45. - Redesign - Shut down - Acquire - Upgrade - Establish - etc. 3. Coherent Set of Actions

46. Strategy is hard.

47. YES!

48. No.

49. PART THREE: The Customer

50. YES LET ME ENGAGE YOU

51.

52. What do you need to do? How can I help? I will be transparent. I will prioritize you over metrics. Let’s make out.

53. http://www.crescendocontent.com/blog/a-15-point-checklist-for-writing-excellent-engaging-digital-content/ Support content Top tasks Email preferences Search results

54. Content marketing = tremendous opportunity.

55. PART FOUR (AND FINAL): You Are Everywhere

56.

57.

58.

59. You are everywhere … but you don’t have to be.

60. Thank you. (customer) (content) Kristina @Halvorson CEO, Brain Trafﬁc – a content strategy agency Founder, Confab Events – content strategy conferences Co-author, Content Strategy for the Web

Content vs. the Customer

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