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Thinking Outside TheContent Marketing
Strategy Trap
Scott AbelThe Content Wrangler
@scottabel • #cmworld
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thinking outside
strategy trapthe content marketing
#cmworldthe content wranglerscott abel
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I’m on Twitterlike Jesus,
@scottabel
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four thingsI’m here to share
with you
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andcontent marketingthe di!erence between
content strategy
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about youreffortscontent marketing
how to think strategically
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kick ass strategycontent marketing
case study of one company that has a
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thestrategycontent marketing
advice to help you avoid
trap
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wherestart?do we
!rst things !rst...
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establishingvocabularya common
it’s always best to start by
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whatmeanscontent marketing
by now, we all know
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but, justlet’s reviewin case,
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Content marketing is the creation and distribution of relevant, valuable content...
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...content designed to attract, acquire, and engage a clearly de!ned and understood audience...
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...with the objective of driving pro!table customer interaction...
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creation,relevantdistribution,
did you notice the presence of these words...
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attract, engage
definedvaluable, profitable,
and the presence of these words...
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style guide,inbound, SEOtweet, voice, tone,
did you notice the absence of these words?
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branding,social mediacost per ‘like’, clicks,
did you notice the absence of these words?
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storytelling,buzz, channelPR, engagement,
did you notice the absence of these words?
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planning,
schedulingrevenue, metrics,
to be sure, content marketing is about
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audience,distributionengagement,
as well as...
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contentmarketingstrategy and content
but, there is some confusion between...
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words thatnearly the samemean exactly or
these two terms are often treated as synonyms
as other words
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confusion is often introduced by our peers
marketingand strategy
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synonymsnot even closethey aren’t,
being inexact does not help us make the case
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people heardisengagethem, and they
when words are misused, they lose meaning
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so, what doesmean?content strategy
de"nitions are important
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what is thestrategy?definition of
let’s take a look at the "rst word
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strategy isfutureabout shaping the
simply put
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what to do now
laterto get what you want
strategy helps you !gure out
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strategy iscompetitionabout outthinking the
strategy isn’t just about planning
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strategy ispossiblethe art of the
strategy is about decisions
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to do thingsimpossible todayin the future that are
strategy is about using what is possible now
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don’t takejust plannerstime to think are
strategists who
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vision,adaptingplanning,
strategy is about
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reacting tosituationsreal-world
strategy is about adaptation, being #exible
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so, what doesmean?content strategy
de"nitions are important
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Michael Brenner, SAP says
content strategy is having the content your audience needs...delivered in all the places they go
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content strategy is a repeatable systemthat governs the management ofcontent throughoutthe entire contentlifecycle
leverage your
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achieve goalsbusiness assets to
a content strategy spells out how you plan to
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what dodo?content strategists
do you know...
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Content strategists manage the cost of value. They are business consultants who deal with content.
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authoring,
deliverymanagement, and
content strategists are concerned with
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planning,
processgovernance, change,
content strategists are involved in
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measuring,
influencingcommunicating,
content strategists are responsible for
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reduce wasted
in processeffort, guide changes
content strategists are often challenged to
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internalexternal
their audiences are
more often than
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everything they do...
mustto valuetrack back
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Content strategists rely on mathematics to make the business case for changes that create value.
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kick ass strategycontent marketing
case study of one company that has a
iFixit.com Case Study
iFixit.com: Challenge/Opportunityto become the largest third-party seller of Apple replacement parts
millions of potential customers in the US alone
iFixit.com Strategy: First Step
become a products and parts distributor
identify manufacturers to provide products
iFixit.com Strategy: Second Step
put it on the web and sell world wide
set up an online catalog of replacement parts
iFixit.com Strategy: Third Step
lather, rinse, repeat...
make sales, earn tremendous pro"t
iFixit.com Strategy: Results not the results they had hoped for
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iFixit.com: First Lesson Learned“build it and they will come” (and buy) isn’t an eCommerce strategy, it’s a movie theme
iFixit.com: Second Lesson Learned
content provided by parts manufacturers is often of *questionable quality*
iFixit.com: Third Lesson Learnedconsistent, high quality content requires a standardized, repeatable structure
too much creativity and freedom is a bad thing
iFixit.com: Fourth Lesson Learned
big images accompanied by a little text often communicates better than many words accompanied by a few pictures
images help consumers believe they can “"t it” without messing things up
iFixit.com: Fourth Lesson LearnediFixit.com: Fifth Lesson Learned
in a mobile, global world, old approaches no longer su$ce
pdf is not the answer
Content Marketing Strategy: First Stepsre-imagine the service repair manual as a high quality, media-rich, socially-enabled, mobile-device-friendly, eCommerce platform and community
adopt a formal mobile-focused , content strategy
recognize role as publisher
Content Marketing Strategy: Second Steps
recognize the need for authoring environment that supports the separation of content from its formatting information
create multi-channel, device- and platform-agnostic content
Content Marketing Strategy: Third Steps
create an easy-to-use standard designed to support the needs of readers and make content available on mobile devices of all types, including ones not yet envisioned
enlist the help of publishers that “get it”
Content Marketing Strategy: Fourth Steps
allow both writers and community members to create repair manuals
build a community-based software platform
Content Marketing Strategy: Fifth Stepsleverage keyword-rich content to drive tra$c and generate sales of repair tools and replacement parts
The Result
iFixit.com Results: Google Juicethe site is most popular non-Apple site
users often discover iFixit.com via search
iFixit.com: Paradigm shiftdominant image plus minimal text
iFixit.com: Multiple outputsprovide various viewing options
iFixit.com: Multiple outputsif you require a pdf, you can have one
iFixit.com: Multiple outputsembed code provided for social & blogs
iFixit.com: Multiple outputscontent is marked up in oManual xml
iFixit.com: Multiple devicescontent is dynamic published to mobile devices; updated automatically
iPhone, iPad, iPod Touch, Android
content is ‘future-proofed’
iFixit.com: Questions/Answerscommunity / collaboration / co-authoring
iFixit.com: Patrolusers edit and monitor content
iFixit.com: Badgesawards, points, deputizing
iFixit.com: Usersuser community, ratings
iFixit.com: Teamsforming groups, consulting "rms, niche communities
iFixit.com: Contributeusers encouraged to contribute / form-based entry
iFixit.com: Contributebehind the form: oManual xml standard
iFixit.com: eCommercethey sell tools and parts to pay for it!
Next steps: Adapting Content Strategyprofessional / crowd-sourced translation
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relevant keywords +rich media + simpleinstructions + socialsharing = sales
iFixit content marketing strategy
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recommended resources to get you started
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recommended resources to get you farther
managingenterprisecontent.com
#cmworldthe content wrangler
scott abel @scottabel www.thecontentwrangler.com
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thinking outside
strategy trapthe content marketing
#cmworld
Thinking Outside TheContent Marketing
Strategy Trap
Scott AbelThe Content Wrangler
@scottabel • #cmworld