Content Strategy Workshop for Contently Finance Summit

1. contently.com Content Strategy Workshop Contently Executive Summit: Finance APRIL 6, 2016 Rebecca Lieb ANALYST | AUTHOR | ADVISOR | @LIEBLINK

2. “If you want to learn about a culture, listen to the stories. 
 If you want to change the culture, change the stories.” —MICHAEL MARGOLIS

3. 3 Executive Summit: Finance Agenda Agenda • Content Marketing: What & Why? • Organizing for Content • Fostering a Culture of Content • Converged Media: Paid, Owned & Earned Media Integration • Real-Time Marketing CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

4. We’re Tuning Out 
 the Noise Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/

5. 5 Executive Summit: Finance 77% of Internet users do not engage with online advertising. A shift from “push” to “pull” marketing is imperative to brand survival. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

6. 6 Executive Summit: Finance A Need for “Rebalance” • Advertising campaigns vs. continual initiatives • New demands on marketing departments and the enterprise • Emerging technology allows any organization to function as a media company CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

7. 7 Executive Summit: Finance Shifting from “Push” to “Pull” • Company culture • Resources and staffing • Budgets • Service provider relationships • Training • Tools vs. strategy • Advertising integration CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

8. What is 
 Content Marketing?

9. 9 Executive Summit: Finance Content marketing is a pull strategy—
 it’s the marketing of attraction. 
 It’s being there when consumers need you, 
 and seek you out with relevant, educational, helpful, compelling, engaging and sometimes entertaining information. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

10. 10 Executive Summit: Finance Three Types of Content Marketing 1. Entertains 2. Informs and Educates 3. Provides Utility CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

11. 11 Executive Summit: Finance Three Types of Content Marketing 1. Entertains — TD Bank 2. Informs and Educates 3. Provides Utility CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

12. 12 Executive Summit: Finance TD Bank’s Talking ATMs — #TDThanksYou TD Bank’s Candid Camera-like talking ATM machine campaign went viral on YouTube with over 23.5M views. ATM’s greet customers by name, thank them for their business. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

13. 13 Executive Summit: Finance Three Types of Content Marketing 1. Entertains 2. Informs and Educates — HR Block Block Talk 3. Provides Utility CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

14. 14 Executive Summit: Finance HR Block’s Block Talk CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

15. 15 Executive Summit: Finance Three Types of Content Marketing 1. Entertains 2. Informs and Educates 3. Provides Utility — Fidelity’s Financial Planning Tools; Chase Quick Deposit CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

16. 16 Executive Summit: Finance Fidelity’s Financial Planning Tools Fidelity offers a free to use portfolio of over 20 financial planning tools in 10 categories that aid in financial planning, investments, savings, tax planning, retirement and more. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

17. 17 Executive Summit: Finance Chase – Quick Deposit mobile app CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

18. Content Marketing vs. Content Strategy

19. The Content Strategy 
 Process is the Foundation of 
 Content Marketing

20. 20 Executive Summit: Finance Content Strategy vs. Content Marketing Content Strategy Content Marketing The planning, development, and management of informational content. The creation and sharing of content for 
 marketing purposes. Content strategy must encompass content 
 creation, repeatability, delivery, governance, ability to achieve business goals by maximizing the 
 impact of content. In digital channels, it refers to content that resides on properties the brand owns (e.g., a website) or largely controls from a content perspective (social media channels, syndication). • Is about repeatable frameworks • Earned and owned media • Is what makes content marketing effective • Long-term initiatives vs. short-term campaigns • Marketers don’t necessarily create content strategies, but rather implement them. • New skills as publishers, producers and community managers • Evolution from advertisers to storytellers CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

21. 21 Executive Summit: Finance Content Strategy vs. Content Marketing Content strategy plans for the creation, publication, and governance of useful, usable content…The content strategist must work to define not only which content will be published, but why we’re publishing it in the first place. Otherwise, content strategy isn’t strategy at all: it’s just a glorified production line for content nobody really needs or wants. — KRISTINA HALVORSON CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

22. 22 Executive Summit: Finance Content Strategy vs. Content Marketing Content Strategy Content Marketing The planning, development, and management of informational content. The creation and sharing of content for 
 marketing purposes. Content strategy must encompass content 
 creation, repeatability, delivery, governance, ability to achieve business goals by maximizing the 
 impact of content. In digital channels, it refers to content that resides on properties the brand owns (e.g., a website) or largely controls from a content perspective (social media channels, syndication). • Is about repeatable frameworks • Earned and owned media • Is what makes content marketing effective • Long-term initiatives vs. short-term campaigns • Marketers don’t necessarily create content strategies, but rather implement them. • New skills as publishers, producers and community managers • Evolution from advertisers to storytellers CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

23. 23 Executive Summit: Finance Content Marketing Builds Stronger Brands • Awareness • Trust • Donation/purchase Intent • Word-of-mouth • Customer Engagement • Lower Acquisition Costs CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

24. Organize for Content: Harmoniously 
 Conduct Content Photo Credit: Toronto Symphony Orchestra

26. 26 Executive Summit: Finance Recommendations: Make Room for Content Lead with Process: • Create an empowered cross-functional governor or governing body with executive support and/or authority • Locate and identify existing content and content sources • Identify dotted-line reports CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

27. 27 Executive Summit: Finance Recommendations: Make Room for Content Lead with Process: • Create efficient processes, approval systems and schedules • Create governance documentation (style, edit and brand guides, personas, voice and tone guidelines, editorial calendars) • Integrate owned with paid and earned media CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

28. 28 Executive Summit: Finance Recommendations: Make Room for Content Lead with Process: • Train: usually, varying programs for different stakeholders • Plan beyond “hire a journalist.” Graphics, video, and visual storytelling, and well as multiplatform considerations • Hire the right people, bring them in at the right time CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

29. 29 Executive Summit: Finance Recommendations: Make Room for Content Mate with Technology: • Be a technology stakeholder • Include IT in governing structure for mutual understanding of requirements • Involve stakeholders in technology requirement scoping CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

30. 30 Executive Summit: Finance Recommendations: Make Room for Content Follow with Measurement: • Define, then align, goals, measurement and KPIs • Share and discuss results across stakeholders • Constantly evaluate and redefine KPIs and metrics • Ensure content metrics aren’t at odds with stakeholder’s individual goals CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

31. A Culture of Content

32. A Culture of Content exists when the content’s importance is evangelized enterprise-wide, content is shared and made accessible, creation and creativity 
 are encouraged, and content flows up and downstream, as well as across divisions.

33. 33 Executive Summit: Finance A Culture of Content is a Content Engine CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

34. 34 Executive Summit: Finance 1. Customer Obsession Guides Content • Listen for consumer insights 
 across channels. • Design content to unify the 
 customer–brand experience. • Assess all content for worthiness. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

35. 35 Executive Summit: Finance 2. Align Content with Brand • Crystallize how the content supports 
 the brand vision. • Incorporate that vision into training 
 and evangelism. • Only publish content that supports 
 the brand vision. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

36. 36 Executive Summit: Finance 3. Drive Content Leadership from Top Down 
 and Bottom Up • Evangelize and test department-specific initiatives to drive bottom-up support. • Leverage cross-functional results and support to drive top-down support. • Both C-level and content leaders must reinforce an ongoing culture of content. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

37. 37 Executive Summit: Finance 4. Culture Requires Constant Evangelism • Content leaders must lead the content evangelism. • Articulate and demonstrate WIIFM, both bottom-up and top-down. • Commit to ongoing cross-functional evangelism, support, communication, and optimization. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

38. 38 Executive Summit: Finance 5. Test & Learn • Start with small, tightly scoped, inexpensive pilots. • Listen, analyze, A/B test, optimize, and repeat. • Take risks, fail forward, and apply lessons. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

39. 39 Executive Summit: Finance 6. Global Must Enable Local • Global must provide strategic oversight, support, resources, and direction. • Enable local teams with appropriate cultural, linguistic, and contextual resources. • Appoint regional and/or local content leaders to scale training and ongoing evangelism. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

40. 40 Executive Summit: Finance 7. Integrate Across All Cultural Components • Integrate across people: workflows, tool access, collaboration, best-practice sharing • Integrate across technology: data sets, systems, third-party tools, analytics • Integrate across media: paid, earned, owned, 
 local, etc. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

41. Paid & Earned 
 Media Integration

42. 42 Executive Summit: Finance Defining Converged Media Display, banner ads Sponsored posts, ads PPC ads Pay per post blogging F-Commerce CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

43. 43 Executive Summit: Finance What does this look like on Facebook? Paid Owned Earned CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

44. 44 Executive Summit: Finance What does this look like on Twitter? Owned Paid Earned CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

45. 45 Executive Summit: Finance Paid & Earned Media Integration • Defining Converged Media • Converged Media Workflow • Case Examples CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

46. 46 Executive Summit: Finance Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

47. 47 Executive Summit: Finance Paid & Earned Media Integration • Defining Converged Media • Converged Media Workflow • Case Examples CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

48. 48 Executive Summit: Finance Starbucks leverages real-time ad buys Starbucks capitalized on Snowstorm Nemo in with agile deployment of social ads. Targeting Facebook and Twitter conversations around the blizzard, specifically rending ads for viewers clicking on the hashtags #Nemo and #blizzard and testing different copy, Starbucks’ real-time social ads keep the brand highly relevant. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

49. 49 Executive Summit: Finance Microsoft leverages ratings and reviews in ads Microsoft partners with Bazaarvoice to deploy paid advertisements with user ratings and reviews. Microsoft advertises with transparency; shoppers click on the ads to learn more from their peers. Earned Paid CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

50. 50 Executive Summit: Finance Sharpie lets fans do the copywriting, 
 promotes tweets as ads Targeting teens interested in creativity and self-expression, Sharpie used Promoted Tweets. Through Promoted Accounts, they attracted an artistic following from whose tweets were made more Promoted Tweets. The campaign helped Sharpie increase its following by 6x at 1000 followers per day. CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB