why designing a content marketing strategy matters

&&& Creative Ltdwww.andandand.co.uk

@andandandltd

Series 3: Content is King, Design is it’s Queen

Why designing a content marketing strategy mattersSimon Brown@andandandltd

“If you build it, they will come”

Ray Kinsella, Field of Dreams

YouTube users upload 300hrs of new video

Source: YouTube

2,460,000pieces of content

shared on Facebook

Twitter users tweet 277,000

times

2.4 billionglobal internet

population

“If you build it, possibly they

will come”

35% of B2B marketers document their content

strategiesand conversely are more effective in all aspects of content marketing than those who have

not.Source: The Content Marketing Institution

Goal

Content Strategy

Audience

Content StrategyGoal

Design

Content StrategyGoal

Audience

Lifecycle

Content StrategyGoal

AudienceDesign

Mobilisation

Content StrategyGoal

AudienceDesign

Lifecycle

Content StrategyGoal

AudienceDesign

LifecycleMobilisation

The Event ChannelOpen Europe’s event channel had to set them apart as;

engaging advocates and mobilising supporters.

Define your events Lifecycle

1. Future Event2. On Now3. Event Summary4.Generate a desire

to attend

Content StrategyGoal

AudienceDesign

LifecycleMobilisation

Content StrategyGoal

AudienceDesign

LifecycleMobilisation

Digital accelerators

Content StrategyGoal

AudienceDesign

LifecycleMobilisation

The right toolsSearch inspired the website design,

transforming Adrems site into an intuitive tool

Content StrategyGoal

AudienceDesign

LifecycleMobilisation

Content StrategyGoal

AudienceDesign

LifecycleMobilisation

Creative CornerDisruptive inspiration for inquisitive minds

Content StrategyGoal

AudienceDesign

LifecycleMobilisation

2-5 min Highlights video

AnnotationsSubtitles & CCCredits

Content StrategyGoal

AudienceDesign

LifecycleMobilisation

52% of video watched

AnnotationsSubtitles & CCCredits

Content StrategyGoal

AudienceDesign

LifecycleMobilisation

2-5 min highlights video 15 sec Teaser video

Content StrategyGoal

AudienceDesign

LifecycleMobilisation

2-5 min highlights video 15 sec Teaser video

Content StrategyGoal

AudienceDesign

LifecycleMobilisation

15 sec Teaser video

Digital accelerators

We are establishing the #CreativeCorner family as a

set of disruptive thinkers who do

more than just successful aesthetics.

A goal helps; focus your ambitions, brings your content inline with your objectives and sets a measure.GoalAudienceDesignLifecycleMobilisation

Make your content relevant to each segment

of your audience.

GoalAudienceDesignLifecycleMobilisation

Invest in crafted content designed by experts.

GoalAudienceDesignLifecycleMobilisation

Identify the lifecycle of your content to improve its reach.

GoalAudienceDesignLifecycleMobilisation

Take advantage of digital accelerators.

GoalAudienceDesignLifecycleMobilisation

&&& Creative Ltdwww.andandand.co.uk

@andandandltd

Simon Brown / Founder &&& Creative@andandandltd