This document discusses content strategy and its importance for persuasive marketing messages. It defines content as any created or shared output and emphasizes that content should tell a story, be focused on customers' wants and needs rather than about the company, and be helpful, accurate and consistent across channels. The document also provides tips for developing a content strategy including understanding audiences, their problems and needs, and using personas and a messaging table to align content with target audiences.

1. Jane Neumiller-Bustad
President & Chief Marketing Officer
Creative Mind Consulting
www.creativemindconsulting.com
LinkedIn link
Facebook link
Sit next to a new person, someone you don't know

2. (the right) Strategy + (the right) Content =
Persuasive Marketing Message

3. Recipe: for a Persuasive Marketing
Message

Ingredients:
− Marketing strategic planning
− Content strategy
− Content creation
− Creativity
− Fresh approach
− Feedback
− Revisions and re-cycling
− Accuracy, grammar, spelling, the details

4. What's a Content Strategy & Why
Do I Need One?
“The web, social and mobile revolutions have
changed the world connecting all of us...enabling
the seamless flow of instant information. We are
all now the most popular and trusted source of
news and information for each other.”
“In short, your content has to be awesome. It has
to be truly helpful. It cannot be about you. It has
to be about your customers’ wants and needs.”
Michael Brenner, Vice President of SAP Global Marketing

5. Content is....

Website content

Blog posts

Videos

Podcasts

Stories

Jokes

Contests

Drawings/paintings

Social media postings

Newsletters

Photos

Poems

White papers

Fact sheets

Brochures

Tip sheets

Cartoons

Music

Book chapters

Etc.

6. Define, please....
Content is any created or shared output
of the human creative spirit, shared via
the Internet or other mediums.
Ideally, content tells a story

8. Who Is Your Audience?

9. What Do They Want?

What are their problems?

Needs

Concerns?

Joys?

Worries?

Turning points?

Celebrations?

Challenges?

10. Personas
(Personae, if you like)

11. I'm from Missouri....
(no, not really, but you get the idea)

12. Messaging Table
Target Audience Needs, Wants &
Concerns
Identifying
Characteristics/
Demographics
Angle/
Messaging
Hockey parents  Help their child
develop better
hockey, teamwork,
and leadership skills
 Want their child to
have a positive camp
experience
 Wants more than
“just hockey” skills at
camp
 Wants to develop
positive attitudes in
their child
 Parents with children
in hockey
 Married, disposable
income
 Children in hockey,
between the ages of
8 and 12
 Live in eastern Twin
Cities metro
 Have transportation
 Puts an emphasis on
character
development in their
children
 “Hockey skills = life
skills”
 “Hockey is more than
just a sport”
 Give your child a
safe, fun week at
hockey camp this
summer
 Our camp – hockey
and more!
 Character, skills,
friendships – all in
one week

13. “I define it as the mindset, culture and approach to
delivering your customer’s information needs in all
the places they are searching for it, across each
stage of the buying process. It is a strategic
approach to managing content as an asset, with a
quantifiable ROI.”
Michael Brenner, Vice President of SAP Global Marketing

14. If I were a white paper,
how many different uses
could you find for me?

15. The Wonderful World of
Opportunity...

16. Tips and Reminders

It's not about you

What's your favorite radio station?

HOW many marketing messages a day?

It's not about “promotion,” it's about solving
your customer's problems

Double check spelling and grammar

Consistency – website, printed materials, etc.