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Content Marketing - Aligning Goals & Effort for Maximum Efficacy

Looking at business goals, process, assets and efficiency tips for maximising content marketing production and efficiency. <br><br>Authenticity, motive, process tips (such as having shared assets across global organisations to ensure tone of voice and on-brand message.)

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Content Marketing - Aligning Goals & Effort for Maximum Efficacy

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  1. Digital Content Strategy Aligning Goals with Effort by N ichola Stott @N icholaStott the m edia flow

  2. the m edia flow

  3. Why do brands communicate?

  4. Content Mix

  5. Decision Customer U ser guides, A ftercare

  6. Intent

  7. Consideration

  8. Discoverer Social, attraction, QI Awareness

  9. Why do brands communicate?

  10. SELL

  11. with sales as goal and content as tool our output is hollow

  12. traditional m arketing ap p roach… What We make… we sell… we do… we service… we structure… we design… U SPs, sp ecialisation, design-at-centre, invest in p eople, outsource production/m inim ise costs H ow …m otivated by result (sales)

  13. “…if we’re starting with the wrong questions, if we don’t understand the cause, then even the right answers will always steer us wrong… Individuals and organisations that naturally em b ody this p attern… are the ones that start with W hy.”

  14. Sim on Sineks’ “G olden C ircle” ap p roach… HOW W H Y W H AT Further Reading: http s://w w w.startwithwhy.com /default.aspx

  15. Purchase decisions, brand associations, and allegiances are driven by emotion and feeling. Not that we would care to admit.

  16. W hat?: We sell energy drinks H ow?: We p ub lish an am azing am ount of content around extrem e sp orts, including an air race in M alaysia, p lus m otorsp orts, snowb oarding, cliff diving. O h and we once got this guy to jum p from sp ace and freefall to earth…

  17. the m edia flow

  18. WHY Resource Process Assets Exceptional

  19. 1. D efine why… • Passion/m ission statem ent • Philosophy • W hat drives your organisation?

  20. 2. Resources… • C reators • Stakeholders • Believers

  21. 3. Process… • C hange leaders • Shared m em orable exp erience

  22. 4. A ssets… • Brand guidelines • Show-reel • Posters • C apability statem ent

  23. Put WHY central to your content, wherever it is, for maximum impact and efficacy.

  24. A p p lication Referral Tab let Purchase Social Paid Search M ob ile Em ail D irect O rg Search D esktop Awareness D ecision

  25. 1. D efine why… • Passion/m ission statem ent • Philosophy • W hat drives your organisation?

  26. 2. Resources… • W riters • D esigners • Planners & Strategists • Social m edia & PR • Production

  27. 3. Process… • C hange leaders • Peer review • W H Y checklist

  28. 4. A ssets… • Brand guidelines • A sset rep ository • Im age rules, statem ent blocks, reinforced language

  29. Believe obsessive attention to technical detail drives gain

  30. Everybody creates, everybody has an hour a day exploring online

  31. Process

  32. 2834 landing page entries 100+ tweets/RTs 100+ tweets/RTs about the content about the content 48 O riginal twitter shares from landing page 1241 downloads

  33. Track Source M ulti-channel Funnels M easure A ttrib ution M odels Iterate

  34. THANKS FO R LISTEN IN G

  35. Tel: +44(0)1256 384894 E-mail: nichola.stott@them ediaflow.com Twitter: @N icholaStott Web: w w w.them ediaflow.com

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