CONTENT STRATEGY: Channel-Agnostic Content Strategy

for Happy Marketers

Buddy Scalera

SVP Content and Media Strategy

Buddy.Scalera@ogilvy.com Twitter: @marketingbuddy

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A Child’s Question

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New Discipline

2010 2011 2012

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Case Study 600,000 years ago

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Grok

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Grok’s Solution

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Grok’s Message Worked…

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So Did His Tribe…

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Grok Simplified His Message…

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Advertising was the Medium to Share

The Big Idea

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The Internet Has Gotten More Complex….

http://www.go-gulf.com/blog/60-seconds/

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Content Travels Across Platforms

Users consume your content and messaging in ways that make sense for them

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Content Is More than Text

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Websites

Events

iPad & Rep Details

Digital Media

Traditional Media

Direct Mail

Payer Marketing

Today’s realities:

• Audience consumes content and services through multiple channels

• Content and services should be delivered in channel appropriate format

• Carefully planned user experience should ensure easy-to-access, relevant and credible customer service

Multi-dimensional criteria:

• Audiences • Channels • Devices • Engagement levels • Time of day/month/year • Geo-location • Cultural consideration • Ethnographic

Intelligent Content Strategy Channel Agnostic Content

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A (Personal) Case Study

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Patient Acquisition Buckets

Seeker Considering Active

Solution

Pre-

Seeker

Patient

Seeker

Caregiver

Seeker

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Asset Audit

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Content Matrix

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Lycanthrian Brand Footprint

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Information Architecture Wasn’t a One-Time Thing

G0.1 Press G0.3 Sitemap G0.2 Contact

Home 0.0

1.0 About Lycanthrian

1.1 How to Take

1.2 Side Effects

2.0 Lunar Lycanthropy

2.1 Symptoms

2.2 Transmission

2.3 Hereditary Factors

3.0 Getting Help

3.1 Hair Care

3.2 Lifestyle Changes

3.3 Support Groups

4.0 Silver Bullet

Support Program

4.1 Discount Card

4.2 Lunar Reminders

(CRM)

4.3 Symptom Tracker

app

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Home 0.0

1.0 About Lycanthrian

1.1 How to Take

1.2 Side Effects

1.3 Safety

2.0 Lunar Lycanthropy

2.1 Symptoms

2.2 Transmission

2.3 Hereditary Factors

3.0 Getting Help

3.1 Hair Care

3.2 Lifestyle Changes

3.3 Support Groups

4.0 Silver Bullet

Support Program

4.1 Discount Card

4.2 Lunar Reminders

(CRM)

4.3 Symptom Tracker

app

It Was Dynamic

Phase 2

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And it Reflected Business Goals

KPIs

Home 0.0

1.0 About Lycanthrian

1.1 How to Take

1.2 Side Effects

1.3 Safety

2.0 Lunar Lycanthropy

2.1 Symptoms

2.2 Transmission

2.3 Hereditary Factors

3.0 Getting Help

3.1 Hair Care

3.2 Lifestyle Changes

3.3 Support Groups

4.0 Silver Bullet

Support Program

4.1 Discount Card

4.2 Lunar Reminders

(CRM)

4.3 Symptom Tracker

app

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Home 0.0

1.0 About Lycanthrian

1.1 How to Take

1.2 Side Effects

1.3 Safety

2.0 Lunar Lycanthropy

2.1 Symptoms

2.2 Transmission

2.3 Hereditary Factors

3.0 Getting Help

3.1 Hair Care

3.2 Lifestyle Changes

3.3 Support Groups

4.0 Silver Bullet

Support Program

4.1 Discount Card

4.2 Lunar Reminders

(CRM)

4.3 Symptom Tracker

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Users Do Not Navigate Our “Brand Story”

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Home 0.0

1.0 About Lycanthrian

1.1 How to Take

1.2 Side Effects

1.3 Safety

2.0 Lunar Lycanthropy

2.1 Symptoms

2.2 Transmission

2.3 Hereditary Factors

3.0 Getting Help

3.1 Hair Care

3.2 Lifestyle Changes

3.3 Support Groups

4.0 Silver Bullet

Support Program

4.1 Discount Card

4.2 Lunar Reminders

(CRM)

4.3 Symptom Tracker

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Users Navigated How They Wanted

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They Don’t Always See Our Homepage

Home 0.0

1.0 About Lycanthrian

1.1 How to Take

1.2 Side Effects

1.3 Safety

2.0 Lunar Lycanthropy

2.1 Symptoms

2.2 Transmission

2.3 Hereditary Factors

3.0 Getting Help

3.1 Hair Care

3.2 Lifestyle Changes

3.3 Support Groups

4.0 Silver Bullet

Support Program

4.1 Discount Card

4.2 Lunar Reminders

(CRM)

4.3 Symptom Tracker

app

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Content Strategy = Business Planning for Content

Phase 1 Launch

Phase 2 Update

Content Personalization

Metatags PDFs Linking Analytics Conversions

Maintenance

CMS/db

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Content Is Not Limited

Content & messaging

on site

Content & messaging

external, social, viral

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Results in…

Message

Inconsistency

Fragmented User

Experience

Inefficient

Management

Regulatory Backlog

The problem: Multiple Versions

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Single Asset

Web

Channels

Mobile

Channels

Print

Channels Pres

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Content is Liquid

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Content Repository (No formatting: Just Text + Media Assets)

Presentation (Directions on how content must be styled/displayed)

Channel (Identifies device and loads appropriate style sheet)

Same content available wherever, whenever, however

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People Access Your Content for Different Reasons

What they need when

they are here…

…is different than what they

need when they are here.

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Phase 1 Launch Phase 2 Refresh Phase 3 CRM/Pill+ Campaign

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Content strategy plans for the

creation, publication,

& governance of useful, usable content. Pres

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Plan of Action: Create Better Content…not More Content

1. Ask a LOT of questions.

2. Figure out what the customer wants.

3. See what you already have.

4. Think like a publisher.

5. Make it part of your process. Presen

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Plan of Action: Create Better Content…not More Content

1. Ask a LOT of questions.

2. Figure out what the customer wants.

3. See what you already have.

4. Think like a publisher.

5. Make it part of your process. Presen

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Plan of Action: Create Better Content…not More Content

1. Ask a LOT of questions.

2. Figure out what the customer wants.

3. See what you already have.

4. Think like a publisher.

5. Make it part of your process. Presen

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Plan of Action: Create Better Content…not More Content

1. Ask a LOT of questions.

2. Figure out what the customer wants.

3. See what you already have.

4. Think like a publisher.

5. Make it part of your process. Presen

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Plan of Action: Create Better Content…not More Content

1. Ask a LOT of questions.

2. Figure out what the customer wants.

3. See what you already have.

4. Think like a publisher.

5. Make it part of your process. Presen

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Plan of Action: Create Better Content…not More Content

1. Ask a LOT of questions.

2. Figure out what the customer wants.

3. See what you already have.

4. Think like a publisher.

5. Make it part of your process. Presen

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Gro

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rt b

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at

Qu

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Buddy Scalera

@marketingbuddy

Buddy.Scalera@ogilvy.com

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