overcome content fatigue: build a strategy that works
Post on 20-Sep-2014
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Ahava Leibtag provides 6 rules for overcoming content fatigue. This presentation was given at a DC Web Women Speaker Series on March 18th, 2014.TRANSCRIPT
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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
[email protected]: ahavaL301-452-5331
THANK YOU!