building content strategy - cma seminar
TRANSCRIPT
Mark
Michaud Senior Vice President
Baron
Manett Senior Vice President
Welcome.
Your hosts
for today…
Make content: @ariadcomm
@bstat
@michaudmark
2
Good content
• Meets a customer need • Nothing is more engaging than content the customer is
ALREADY looking for
• Helps rather than sells • Customers pay more attention when you are HELPING them
not SELLING to them.
• Is different from your competitors • Your brand wins when your content isn‘t just like your competitors
or any media outlet
• Is actionable • Good content should always show the customer WHAT TO DO NEXT
• Is engaging • A GREAT STORY, empathy for the customer, humour and humanity
all draw your audience closer to your message
11
MICHELIN created guides to encourage
a love of motoring
Helps rather than sells
Is different
Is actionable
Is engaging
12
RIMMEL brings its unique London brand
positioning to life with multichannel content
Helps rather than sells
Is different
Is actionable
Is engaging
13
VOLKSWAGEN offers highly functional
content and customers‘ love of its iconic brand
Meets a customer need
Is different
Is actionable
Is engaging
14
Define business
objectives Define and
document your
customer
Define their
content needs
Create a
strategy
statement
Do your creative
discovery
Create a
content plan
Consider
maintenance +
measurement
17
The makings of a good objective:
1. Measureable. Within a reasonable degree of
accuracy.
2. Focused. Emphasizes on a single goal.
3. Business impact. Moves the business forward
in a meaningful way.
22
Define your audience(s)
CUSTOMERS
STAKEHOLDERS
EMPLOYEES
INFLUENCERS THE PUBLIC
SUPPLIERS ANALYSTS
26
Profiles or personas?
“an archetypal representation of
an actual user group whose members
share similar needs and goals”
28
Why profiles or personas?
• Understand your content from the customers’
perspective.
• Prioritize the most important needs of the most
important customers.
• Make content decisions based on research
insights.
• Filter out personal biases of the marketing and
creative staff.
29
Why customer journeys?
• Customer experience matters like never
before.
• More complex: multichannel, multi-device,
mobile.
• Consumers are demanding more bespoke,
personalized and social interactions.
• Forces us to create content that truly serves
customers’ needs.
35
RESEARCH
VALIDATES
TESTSCONFIRMS
BUYS
2000 – 2012
Brad has questions…
?
?
?
? ? ? ?
?
…we have answers.
37
Our brand will engage with first time homebuyers
by providing them with a comprehensive source of information
and advice on all aspects of home buying – integrating real estate
information with financing education.
To ensure they can access this resource when they need it,
we will provide it on the web and through a mobile/tablet app.
They will be able to customize it and store info on their specific
situation so it acts as an essential tool to facilitate the purchase process.
Spell it out in a statement
43
Our brand will engage with first time homebuyers
by providing them with a comprehensive source of information
and advice on all aspects of home buying – integrating real estate
information with financing education.
To ensure they can access this resource when they need it,
we will provide it on the web and through a mobile/tablet app.
They will be able to customize it and store info on their specific
situation so it acts as an essential tool to facilitate the purchase process.
audienc
e budget
mandate mobile
functiona
lity goal
The detail matters
44
Why a formal statement?
• Defines the scope of your content strategy.
• Identifies the implications for budgeting,
planning, resourcing and governance.
• Provides a yardstick to judge all content
initiatives.
45
“Better everyday life”
“Design for everyone”
ESSENCE:
Provide real value to
your customers’ lives.
52
“For the love of flavour… Because cooking delicious and
nutritious food should be within
everyone’s reach”
ESSENCE:
Provide real value to
your customers’ lives.
55
What is a content territory?
An aspect of the brand’s conversation that
can come to life in multiple ways, in many formats,
across many channels.
58
What is a content territory?
RECOGNITION
AWARDS
SUCCESS
STORIES TESTIMONIALS
SAMPLING
COACHING/
NEW
PRODUCTS
EVENTS/
CONFERENCE
ROLE OF
SALES FORCE ACADEMY
BORROWED
TRUST
(EXPERTS)
“SWITCH
ROLES”
59
What is a content plan?
A formalized way to translate all the content
opportunities and possibilities into doable,
fundable, compliant, sustainable plan of action
…that is aligned with business priorities.
62
Why a content plan?
• Creating one allows you to be realistic about
resourcing and sustainability.
• Ensures that content is spread across the
year for business impact.
• Allows you to align with other in-market
activities: product launches, promotions,
events, etc.
63
Story ideas and channels
• Each story idea can be examined to identify
the best channels and formats.
• Look for ways to alter and extend the idea so
that it is applicable for a number of channels.
• These ideas should then be evaluated against
the profile to ensure they are likely to be
valued by the target audience.
64
Content plan/calendar
Planning the frequency of your content projects
on a calendar helps in several ways:
• Coordinate with aspects of your full plan:
promos, marketing, communications, events
• Spread out the activity for reach and efficiency
• Ensure that the plan is doable with the
resources available
66
The “day two” problem
• Measurement: how will you ensure that your
content is performing against business
objectives?
• Maintenance: what is the sustainable work
process for ongoing creation, review, launch?
• Did you budget for day two? Take 20% of
launch budget off the top for ongoing efforts.
• If you have “real time” content like social, how
do you create and react quickly?
69
Define business
objectives Define and
document your
customer
Define their
content needs
Create a
strategy
statement
Do your creative
discovery
Create a
content plan
Consider
maintenance +
measurement
71
Good content
• Meets a customer need
• Helps rather than sells
• Is different from your competitors
• Is actionable
• Is engaging
72