scottabel 120910083304-phpapp01
TRANSCRIPT
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#cmworld
Thinking Outside TheContent Marketing
Strategy Trap
Scott AbelThe Content Wrangler
@scottabel • #cmworld
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#cmworld
thinking outside
strategy trapthe content marketing
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#cmworldthe content wranglerscott abel
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#cmworld
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#cmworld
I’m on Twitterlike Jesus,
@scottabel
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#cmworld
four thingsI’m here to share
with you
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#cmworld
andcontent marketingthe di!erence between
content strategy
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#cmworld
about youreffortscontent marketing
how to think strategically
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#cmworld
kick ass strategycontent marketing
case study of one company that has a
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#cmworld
thestrategycontent marketing
advice to help you avoid
trap
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#cmworld
wherestart?do we
!rst things !rst...
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#cmworld
establishingvocabularya common
it’s always best to start by
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#cmworld
whatmeanscontent marketing
by now, we all know
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#cmworld
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#cmworld
but, justlet’s reviewin case,
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#cmworld
Content marketing is the creation and distribution of relevant, valuable content...
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#cmworld
...content designed to attract, acquire, and engage a clearly de!ned and understood audience...
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#cmworld
...with the objective of driving pro!table customer interaction...
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#cmworld
creation,relevantdistribution,
did you notice the presence of these words...
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#cmworld
attract, engage
definedvaluable, profitable,
and the presence of these words...
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#cmworld
style guide,inbound, SEOtweet, voice, tone,
did you notice the absence of these words?
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#cmworld
branding,social mediacost per ‘like’, clicks,
did you notice the absence of these words?
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#cmworld
storytelling,buzz, channelPR, engagement,
did you notice the absence of these words?
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#cmworld
planning,
schedulingrevenue, metrics,
to be sure, content marketing is about
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#cmworld
audience,distributionengagement,
as well as...
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#cmworld
contentmarketingstrategy and content
but, there is some confusion between...
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#cmworld
words thatnearly the samemean exactly or
these two terms are often treated as synonyms
as other words
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#cmworld
confusion is often introduced by our peers
marketingand strategy
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#cmworld
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#cmworld
synonymsnot even closethey aren’t,
being inexact does not help us make the case
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#cmworld
people heardisengagethem, and they
when words are misused, they lose meaning
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#cmworld
so, what doesmean?content strategy
de"nitions are important
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#cmworld
what is thestrategy?definition of
let’s take a look at the "rst word
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#cmworld
strategy isfutureabout shaping the
simply put
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#cmworld
what to do now
laterto get what you want
strategy helps you !gure out
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#cmworld
strategy iscompetitionabout outthinking the
strategy isn’t just about planning
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#cmworld
strategy ispossiblethe art of the
strategy is about decisions
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#cmworld
to do thingsimpossible todayin the future that are
strategy is about using what is possible now
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#cmworld
don’t takejust plannerstime to think are
strategists who
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#cmworld
vision,adaptingplanning,
strategy is about
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#cmworld
reacting tosituationsreal-world
strategy is about adaptation, being #exible
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#cmworld
so, what doesmean?content strategy
de"nitions are important
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#cmworld
Michael Brenner, SAP says
content strategy is having the content your audience needs...delivered in all the places they go
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#cmworld
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#cmworld
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#cmworld
content strategy is a repeatable systemthat governs the management ofcontent throughoutthe entire contentlifecycle
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leverage your
#cmworld
achieve goalsbusiness assets to
a content strategy spells out how you plan to
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#cmworld
what dodo?content strategists
do you know...
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#cmworld
Content strategists manage the cost of value. They are business consultants who deal with content.
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#cmworld
authoring,
deliverymanagement, and
content strategists are concerned with
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#cmworld
planning,
processgovernance, change,
content strategists are involved in
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#cmworld
measuring,
influencingcommunicating,
content strategists are responsible for
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#cmworld
reduce wasted
in processeffort, guide changes
content strategists are often challenged to
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#cmworld
internalexternal
their audiences are
more often than
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#cmworld
everything they do...
mustto valuetrack back
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#cmworld
Content strategists rely on mathematics to make the business case for changes that create value.
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#cmworld
kick ass strategycontent marketing
case study of one company that has a
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iFixit.com Case Study
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iFixit.com: Challenge/Opportunityto become the largest third-party seller of Apple replacement parts
millions of potential customers in the US alone
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iFixit.com Strategy: First Step
become a products and parts distributor
identify manufacturers to provide products
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iFixit.com Strategy: Second Step
put it on the web and sell world wide
set up an online catalog of replacement parts
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iFixit.com Strategy: Third Step
lather, rinse, repeat...
make sales, earn tremendous pro"t
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iFixit.com Strategy: Results not the results they had hoped for
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#cmworld
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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
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iFixit.com: Second Lesson Learned
content provided by parts manufacturers is often of *questionable quality*
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iFixit.com: Third Lesson Learnedconsistent, high quality content requires a standardized, repeatable structure
too much creativity and freedom is a bad thing
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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
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iFixit.com: Fourth Lesson LearnediFixit.com: Fifth Lesson Learned
in a mobile, global world, old approaches no longer su$ce
pdf is not the answer
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Content Marketing Strategy: First Stepsre-imagine the service repair manual as a high quality, media-rich, socially-enabled, mobile-device-friendly, eCommerce platform and community
adopt a formal mobile-focused , content strategy
recognize role as publisher
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Content Marketing Strategy: Second Steps
recognize the need for authoring environment that supports the separation of content from its formatting information
create multi-channel, device- and platform-agnostic content
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Content Marketing Strategy: Third Steps
create an easy-to-use standard designed to support the needs of readers and make content available on mobile devices of all types, including ones not yet envisioned
enlist the help of publishers that “get it”
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Content Marketing Strategy: Fourth Steps
allow both writers and community members to create repair manuals
build a community-based software platform
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Content Marketing Strategy: Fifth Stepsleverage keyword-rich content to drive tra$c and generate sales of repair tools and replacement parts
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The Result
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iFixit.com Results: Google Juicethe site is most popular non-Apple site
users often discover iFixit.com via search
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iFixit.com: Paradigm shiftdominant image plus minimal text
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iFixit.com: Multiple outputsprovide various viewing options
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iFixit.com: Multiple outputsif you require a pdf, you can have one
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iFixit.com: Multiple outputsembed code provided for social & blogs
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iFixit.com: Multiple outputscontent is marked up in oManual xml
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iFixit.com: Multiple devicescontent is dynamic published to mobile devices; updated automatically
iPhone, iPad, iPod Touch, Android
content is ‘future-proofed’
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iFixit.com: Questions/Answerscommunity / collaboration / co-authoring
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iFixit.com: Patrolusers edit and monitor content
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iFixit.com: Badgesawards, points, deputizing
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iFixit.com: Usersuser community, ratings
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iFixit.com: Teamsforming groups, consulting "rms, niche communities
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iFixit.com: Contributeusers encouraged to contribute / form-based entry
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iFixit.com: Contributebehind the form: oManual xml standard
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iFixit.com: eCommercethey sell tools and parts to pay for it!
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Next steps: Adapting Content Strategyprofessional / crowd-sourced translation
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#cmworld
relevant keywords +rich media + simpleinstructions + socialsharing = sales
iFixit content marketing strategy
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#cmworld
recommended resources to get you started
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#cmworld
recommended resources to get you farther
managingenterprisecontent.com
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#cmworldthe content wrangler
scott abel @scottabel www.thecontentwrangler.com
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#cmworld
thinking outside
strategy trapthe content marketing
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#cmworld
Thinking Outside TheContent Marketing
Strategy Trap
Scott AbelThe Content Wrangler
@scottabel • #cmworld