Interview with Scott Brinker from ion interactive on the Modern Marketer
Intelligent Content Strategies for the Modern Marketer
Transcript of Intelligent Content Strategies for the Modern Marketer
WE’RE ALL CREATING MORE CONTENT.
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Content Marketing is the only marketing left.”
-Seth Godin
88% of B2B Marketers Use Content Marketing
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WHAT DO YOU NEED TO BE EFFECTIVE?
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Deliver the right content, to the right person, at the right time.
WHAT IS INTELLIGENT CONTENT?
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Intelligent content is content that's structurally rich and semantically categorized
and therefore automatically discoverable, reusable, reconfigurable, and adaptable.
WHAT IS INTELLIGENT CONTENT?
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Intelligent content is data-driven and has a focus on personalization.
TAKE THE TIME AND CHALLENGE YOURSELF
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If you don’t think through it, nobody will OR everyone will, individually.
WIDEN EXAMPLE DAM DECISION GUIDE
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● Tradeshow Booth Drop
● Multipage Toolkit
● 16 Email Series
● 2 Twitter Accounts
● Google Adwords
● Remarking Ads
● 2 Infographics
● 4 Webinars
● 9 Blog Posts
● 2 Blog CTAs
● Sales Presentations
Map your content to your customer journey.
COPE EXERCISE – 5 MINUTES
Awareness > Consideration > Decision > Purchase > Adoption > Advocacy >
Dire
ctly
Del
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edIn
dire
ctly
Pla
ced
THINK: How will you measure impact?
CHUNKING EXAMPLE
Story Structure● < story >
○ < title >
○ < teaser >
○ < pull_quote >
○ < short_version >
○ < long_version >
What is your big rock concept? _________________________ What are the core messages? What are the chunks you can pull out for repurposing?
CHUNKING EXERCISE – 5 MINUTES
Brand Web Print Social Signage Verbal
List
Pie
ces
Acr
oss
Pla
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THINK: How will you measure impact?
GET STARTED WITH INTELLIGENT CONTENT
Component Content:
Content at the granular
level that you can use to
assemble content products.
Pick a topic your audience is struggling with. Think of at least 5 disparate pieces of content you have to determine chunks you can reuse and what you can assemble as a new content product.
COMPONENT CONTENT EXERCISE – 5 MINUTES
What is your topic (subject)? What are the chunks to reuse? What can you assemble as a new content product?
Topic: Who/what are your subject matter experts?Concept: What is your concept made of?Tasks: Who / how will you create it? References: What facts support it?
What do you have?
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THINK: How will you measure the impact of individual components? Your finished product?
CONTENT STRATEGY ESSENTIALS
Keys to a marketing content audit
✓ What pieces do you have? Where? Who has access to it?
✓ Do they present a consistent brand (look and feel)?
✓ Do the messages speak the language of your different personas?
✓ Where does each piece fall in the funnel (top, middle, bottom) or customer journey?
✓ What content gaps do you have at each stage, by persona?
✓ How often are your content assets viewed and shared?
✓ What actions have come as a result?
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Identify your top 3-5 webpages. Next, identify 3-4 related pieces of content you can modularize to build bridges and carry the experience beyond your main website.
MODULAR CONTENT TAKE HOME
THINK: How will you track it?
Top webpages Related content
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Recommended Reading
CONTINUE LEARNING
Conferences
Intelligent Content - A Primer by Ann Rockley, Scott Abel
Content Strategy for the Web by Kristina Halvorson
Content Chemistry by Andy Crestodina
Content Marketing World – Cleveland, September 6-9, 2016
AMA Madison Conference – September 21, 2016
Intelligent Content Conference – Las Vegas, March 28-30, 2017
WRAPPING UP: GO BUILD A BRIDGE TODAY!
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Use content development as a pillar to support all areas of your business, not just marketing.
Let’s get coffee and talk content strategy!Contact:[email protected]@jakeatheyhttps://www.linkedin.com/in/jakeathey
CONTACT AND CONNECT