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MULTI FORMAT CONTENT STRATEGY Creating distributive content assets VIDEO ARTICLES INFOGRAPHICS EMAIL SOCIAL MEDIA SURVEYS BLOGS LONGFORM E-BOOKS

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Page 1: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

MULTI FORMAT

CONTENT STRATEGYCreating distributive content assets

VIDEO

ARTICLES

INFOGRAPHICS

EMAIL

SOCIAL MEDIA

SURVEYS

BLOGS

LONGFORM

E-BOOKS

Page 2: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

JAMES CARSONI run a media and content strategy consultancy called Digital Factoid

…and a historical website called Made From History

@mrjamescarson

Page 3: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

Content

Distribution

Site Structure

Analytics

https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategyhttp://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department

https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategy
http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
Page 4: Multi Format Content Strategy: Making Your Assets Go As Far As Possible
Page 5: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

DESTINATIONand

DISTRIBUTION

Page 6: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

Maybe customers don’t

go here, and never will

Page 7: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

Formats

Platforms

The Idea

User Journey

https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategyhttp://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department

https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategy
http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
Page 8: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

START WITH

A USER JOURNEY

Page 9: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

AWARENESS

INTEREST

DECISION

ACTION

AIDA

Advocacy

Page 10: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

HERO’S JOURNEY

http://www.slideshare.net/mrjamescarson/story-telling-what-it-means-for-your-marketinghttp://www.smartinsights.com/content-management/content-marketing-creative-and-formats/using-storytelling-narratives-improve-marketing-mix/

Particular customer problems

The customer as a persona

How you help the customer overcome these problems

How you help the customer master these problems

How you create customer advocacy

How you make new customers aware

http://www.slideshare.net/mrjamescarson/story-telling-what-it-means-for-your-marketing
http://www.smartinsights.com/content-management/content-marketing-creative-and-formats/using-storytelling-narratives-improve-marketing-mix/
Page 11: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

A GOOD IDEAIS THE KERNEL OF STRATEGY

Page 12: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

WHAT MAKES

A GOOD IDEA?

Page 13: Multi Format Content Strategy: Making Your Assets Go As Far As Possible
Page 14: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

AN IDEA IS NOTHING MORE OR LESS THAN

A COMBINATION OF OLD ELEMENTS

Page 15: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

TRUTHHow to get teenagers to

not take up smoking

Page 16: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

Cigarettes 4,000 chemicals

Page 17: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

Cigarettes contain ammonia

Page 18: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

so does dog poop

Page 19: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

Cigarettes contain

ammonia.

So does dog poop.

Page 20: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

Cigarettes contain

ammonia.

So does dog poop.

CUT OUT YOUR OWN SIGN

Page 21: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

Cigarettes contain

ammonia.

So does dog poop.

Page 22: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

ONE IDEA

OUTDOOR PRINT TV

Page 23: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

Simply checking the boxes across every

possible media channel is no longer

enough to stand out.

Each piece of creative should stand on its

own as a great expression of the big idea.

Tony Granger, Saatchi and Saatchi

Page 24: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

CONTENT

FORMATS

Page 25: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

STOCK FLOW• Guides

• How to

• Category pages

• News

• Social updates

• Blogs

• Video

• Infographics

• Applications

Page 26: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

CURATION•Referencing things that aren’t yours

•Getting your community to contribute

•Harnessing social to create content

Page 27: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

MEAL SIZED CONTENT TYPES

Snack Sized

Bite Sized

Regular

Dinner Sized

Super Sized

Page 28: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

STOCK FLOW CONTENT TYPES

Blog

Social

Product Features

Product Pages

Bespoke Content

Updates the user of what’s happening

Content Marketing for

products

Wow factor

Rich information

Stock pages for

converting

Flow / Curation

Curation of the above, 3rd

party curationFlow / Curation

Flow / Stock

Stock

Holy Trinity

Page 29: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

CONTENT

PLATFORMS

Page 30: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

CONTENT PLATFORMS

AUDIENCE

EARNED

OWNED

Page 31: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

CONTENT PLATFORMS

AUDIENCE

Page 32: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

CONTENT PLATFORMS

CUSTOMER JOURNEY

Awareness Interest Loyalty

Page 33: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

CONTENT PLATFORMS

CUSTOMER JOURNEY

Awareness Interest Loyalty

Small /

bitesized

statements

Picture

based

statementsCompetitions &

offersLarge

Assets

Page 34: Multi Format Content Strategy: Making Your Assets Go As Far As Possible
Page 35: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

WHAT IS THE POINTOF YOUR CONTENT PLATFORMS?

GOOD EXAMPLES

Page 36: Multi Format Content Strategy: Making Your Assets Go As Far As Possible
Page 37: Multi Format Content Strategy: Making Your Assets Go As Far As Possible
Page 38: Multi Format Content Strategy: Making Your Assets Go As Far As Possible
Page 39: Multi Format Content Strategy: Making Your Assets Go As Far As Possible
Page 40: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

GOOD PLATFORMSDO ONE THING REALLY WELL

Page 41: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

Formats

Platforms

The Idea

User Journey

https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategyhttp://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department

RECAP

https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategy
http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
Page 42: Multi Format Content Strategy: Making Your Assets Go As Far As Possible

THANKS@mrjamecarson

[email protected]

VIDEO

ARTICLES

INFOGRAPHICS

EMAIL

SOCIAL MEDIA

SURVEYS

BLOGS

LONGFORM

E-BOOKS


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