overcome content fatigue: build a strategy that works

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Overcome Content Fatigue: Build a Strategy that Works

Ahava LeibtagPresident

March 18, 2014

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Every minute…• YouTube users upload 48 hours of video• Facebook users share 684,478 pieces

of content• Instagram users share 3,600 new

photos • Tumblr sees 27,778 new posts

published

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Demanding?The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events.

--The Altimeter Group (2013)

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Impossible?The average American is bombarded by 5,000 messages a day.

--The New York Times (1988)

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Today• Understanding Content• Internal vs. External Issues• 6 Rules for Success• Questions

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UNDERSTANDING CONTENT

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Content is a conversation.

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To whom are we talking?

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To whom are we talking?

Who are our customers?

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Who are we?

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Who are we? Who is our brand?

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CONTENT REVEALS TO THE WORLD WHO WE ARE.

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Wait. What IS content?

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Content Formats• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data

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VS.(DON’T GET CONFUSED)

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Content Delivery Tools• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare

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No Ownership over Information

1. Information: What are we trying to say?

2. Format: What types of content will they respond to best?

3. Distribution: Where do they spend their time? (What are their watering holes?)

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CONTENT IS THE CONVERSATION THAT FUELS

THE SALES PROCESS.

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Content is worthless if…1. You don’t align your content with

your business goals2. Help your customers accomplish

their tasks/goals

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INTERNAL VS. EXTERNAL ISSUES

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PRITUX

Executive Leadership

MarketingCustomer RelationsVisual

Design

Sales

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Podcasts

Databases

Infographics

Images Videos

Slide Shows

Whitepapers

WebsitesApps

Blogs

Email Marketing

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Are you solving for X?

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6 RULES FOR OVERCOMING CONTENT FATIGUE

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Build a Strategy That Works

1. Teach about the why2. Follow the Rule of 43. Stalking for content?4. Build multidisciplinary content

teams5. Listen on social media6. Prune your pumpkins

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#1: Teach about the WhyQuality content will generate:1. Traffic2. Links3. Shares4. Conversations5. Interaction6. Engagement

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ROI

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Decide what to MeasureReturn on Investment (ROI)• Content drives sales• Fewer missed sales• Do more with less

Return on Time (ROT)• Improved efficiency• Fewer mistakes• Sales tracking

(Relationships built)

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#2: Follow the Rule of 4

Information

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#3: Stalking for content?

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Remedies for Stalking1. Show examples2. Brown bag lunches3. Ask artful questions

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Ask artful questions

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TELL ME WHY…

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I’M WONDERING ABOUT…

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HELP ME UNDERSTAND…

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WTF????

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#4: Build Multidisciplinary Content Teams

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Smash Silos

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Reporting Structures that Work

Content Rep

Sales

Marketing

Internal Comm

PR Content Rep

Product Engineeri

ng

Service Engineeri

ng

Customer Support

Content Rep

Finance

AccountingHR

Logistics

Content Team

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Why multidisciplinary teams?

• Adapt to changing technologies• Break down silos• Better ideas• Look at things from different

perspectives• See problems and solutions in a variety

of ways• Have different kinds of political

connections

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Who to look for?• Subject matter experts on your

products and services• People who designed the products or

services• Sales• Customer service• People who qualify leads• UX professionals—obviously!

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How do we create a better UX?

All Part of an IA Team•Data architect• Taxonomist• SEO Expert

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Load TimesReduced the amount of time Google needed to crawl the site by 50%, which resulted in 1.5

seconds per page view

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Saved REI Users 22 Years

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Content is a shared asset.

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#5: Listen on Social Media

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#6:Prune your Pumpkins

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Questions?

Ahava LeibtagAha Media Group, LLC

ahava@ahamediagroup.comTwitter: ahavaL301-452-5331

THANK YOU!