people focused content strategy
DESCRIPTION
People Focused Content Strategy was presented at the Second City Theatre on Wednesday September 24, 2013 as part of Social Media Week.TRANSCRIPT
![Page 1: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/1.jpg)
People Focused Content Strategy
#SMWContent
Baron Manett @bstatJason Dojc @jdojcSandy Marshall @marshallsandy
Ariad @ariadcommSecond City @SecondCityBiz
![Page 2: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/2.jpg)
2@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
Baron ManettSVP, Strategy@bstat
Jason DojcSenior Digital Strategist@jdojc
![Page 3: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/3.jpg)
3@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
Social Content
![Page 4: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/4.jpg)
4@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
Social Content
![Page 5: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/5.jpg)
5
Let’s do social media marketing?
What about [insert new platform marketing
manager’s kid is on]?
“Content is King” (Allegedly coined by Bill Gates in 1996 or Sumner Redstone earlier)
Vis
ibili
ty
Time
![Page 6: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/6.jpg)
6@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
19001904
1951
1986
2010
2013
![Page 7: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/7.jpg)
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent7
27 millionpieces of new content shared every day
Source: AOL and Nielsen 2012
![Page 8: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/8.jpg)
8@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
9 in 10organizations market with content
Source: Content Marketing Institute
![Page 9: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/9.jpg)
9@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
78%of CMOs think custom content is the future of marketing
Source: eConsultancy
![Page 10: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/10.jpg)
10@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
86% of B2C marketers use content marketing
91% of B2B marketers use content marketing
Source: eMarketer
![Page 11: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/11.jpg)
11@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
Vis
ibili
ty
Time
We need to do content marketing!!!
![Page 12: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/12.jpg)
12@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
Content ≠ Copy
![Page 13: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/13.jpg)
13@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
Content ≠ Media
![Page 14: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/14.jpg)
14@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
Content ≠ Messaging
![Page 15: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/15.jpg)
15@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
stuff
Content is the you talk about.
![Page 16: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/16.jpg)
16@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
The SubstanceWhat your brand does
and EssenceHow you help your consumer
CONTENT IS...
![Page 17: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/17.jpg)
17@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
Content + Social
![Page 18: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/18.jpg)
18@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
It starts with the customer and their journey
![Page 19: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/19.jpg)
19@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
Let’s consider… First time homebuyers
![Page 20: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/20.jpg)
20@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
#1 Map your current understanding.
#2 Insights from the front line.
#3 Add customer research.
#4 Map multi-channel journey.
#5 Identify content opportunities
#6 Content strategy, plan, execution.
![Page 21: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/21.jpg)
21@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
Attracted to rate
or offer.
Gets pre-approved.
Buys house.
Closes mortgage based on approved
rate.
Visits web site for
rates and calculator.
![Page 22: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/22.jpg)
22@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
Attracted to rate
or offer.
Gets pre-approved.
Buys house.
Closes mortgage based on approved
rate.
Visits web site for
rates and calculator.
Visits branch
first.
Doesn’t use
calculators
yet.
Rates used to create short
list of 3 possible lenders.
Visits branch after finding
house – need more money.
Uses calculators
once house
shopping starts.
Visits web site to learn about
types of mortgages.
Buys on
features not
rates.
![Page 23: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/23.jpg)
23@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
Attracted to rate or
offer.
Gets pre-approved.
Buys house.
Closes mortgage based on approved
rate.
Visits web site for
rates and calculator.
Visits branch
first.
Doesn’t use
calculators
yet.
Rates used to create short
list of 3 possible lenders.
Visits branch after finding
house – need more money.
Uses calculators
once house
shopping starts.
Visits web site to learn about
types of mortgages.
Buys on
features not
rates.First Time Homebuyer
TARGET CUSTOMER PROFILE*
• Ages: 24 – 35• Income: + $60,000 HH
• 50% Post-secondary degree
• 80% own cars• 75% own smartphones
• Expensive taste in real estate
• Find banks intimidating
• Expect to be turned down
• Not brand loyal• Shop online monthly
*for illustration purposes only
![Page 24: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/24.jpg)
24@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
START HOME SEARCH
GET PRE APPROV.
HOME SEARCH
REQUEST HIGHER AMOUNT
EDUCATE RE HOME BUYING
FIND DREAM HOUSE
EVALUATE OPTIONS
BUY HOUSE
CLOSE MORT-GAGE
IN BRANCH
OUT OF HOME
WEB SITE
REALTOR OFFICE
AT HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
![Page 25: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/25.jpg)
25@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
START HOME SEARCH
GET PRE APPROV.
HOME SEARCH
REQUEST HIGHER AMOUNT
EDUCATE RE HOME BUYING
FIND DREAM HOUSE
EVALUATE OPTIONS
BUY HOUSE
CLOSE MORT-GAGE
IN BRANCH
OUT OF HOME
WEB SITE
REALTOR OFFICE
AT HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
??
??
?? ??
??
??
??
?? ??
![Page 26: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/26.jpg)
26@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
Our young customers are on a home buying journey, starting out fearful and knowing little about real estate or home financing.
As they shop for a home and get pre-approved they grow in knowledge and confidence and their needs for information and advice move from the general to the specific – “does my income, with this mortgage, allow me to buy this home?
During this journey, they are frequently on the move, dealing with different professionals and interacting both online and offline.In the end, the mortgage that has the right features (not the lowest rate) will win them over.
First time homebuyers
![Page 27: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/27.jpg)
27@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
![Page 28: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/28.jpg)
28@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
![Page 29: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/29.jpg)
29@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
![Page 30: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/30.jpg)
30@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
![Page 31: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/31.jpg)
31@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
![Page 32: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/32.jpg)
32@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
![Page 33: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/33.jpg)
33@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
![Page 34: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/34.jpg)
34@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
![Page 35: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/35.jpg)
35
So how does this work?
cc Benson Kua http://www.flickr.com/photos/bensonkua/2752498522/
![Page 36: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/36.jpg)
36@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
The Holy Grail
is the RIGHT CONTENTin the RIGHT PLACEat the RIGHT TIME
![Page 37: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/37.jpg)
37@bstat, @jdojc, @SecondCityBiz #SMWContent
OUTCopy
Campaigns
Launch
Messaging
Repurpose
Channels
Commodity
Let’s change our mindset
INContent
Programs
Longevity
Engagement
Nimble
Journeys
Asset
![Page 38: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/38.jpg)
38@bstat, @jdojc, @SecondCityBiz #SMWContent
Real marketing power of content comes when you focus not on helping the seller sell, but helping the buyer buy.
Mark Michaud@MichaudMark
![Page 39: People Focused Content Strategy](https://reader033.vdocument.in/reader033/viewer/2022061109/54515d7aaf795902348b7815/html5/thumbnails/39.jpg)
Thank you.
ariad.ca/ideasariad.ca@ariadcomm
Baron Manett @bstatJason Dojc @jdojc