Overcome Content Fatigue: Build a Strategy that Works
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Transcript of Overcome Content Fatigue: Build a Strategy that Works
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@ahavaL #DCWWSS 1
Overcome Content Fatigue: Build a Strategy that Works
Ahava LeibtagPresident
March 18, 2014
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@ahavaL #DCWWSS 2
@ahavaL #DCWWSS
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@ahavaL #DCWWSS 3
Every minute…• YouTube users upload 48 hours of video• Facebook users share 684,478 pieces
of content• Instagram users share 3,600 new
photos • Tumblr sees 27,778 new posts
published
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@ahavaL #DCWWSS 4
Demanding?The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events.
--The Altimeter Group (2013)
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@ahavaL #DCWWSS 5
Impossible?The average American is bombarded by 5,000 messages a day.
--The New York Times (1988)
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@ahavaL #DCWWSS 6
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@ahavaL #DCWWSS 7
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@ahavaL #DCWWSS 8
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@ahavaL #DCWWSS 9
Today• Understanding Content• Internal vs. External Issues• 6 Rules for Success• Questions
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@ahavaL #DCWWSS 10
UNDERSTANDING CONTENT
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@ahavaL #DCWWSS 11
Content is a conversation.
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@ahavaL #DCWWSS 12
To whom are we talking?
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To whom are we talking?
Who are our customers?
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@ahavaL #DCWWSS 14
Who are we?
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@ahavaL #DCWWSS 15
Who are we? Who is our brand?
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@ahavaL #DCWWSS 16
CONTENT REVEALS TO THE WORLD WHO WE ARE.
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@ahavaL #DCWWSS 17
Wait. What IS content?
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@ahavaL #DCWWSS 19
Content Formats• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data
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@ahavaL #DCWWSS 20
VS.(DON’T GET CONFUSED)
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@ahavaL #DCWWSS 21
Content Delivery Tools• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare
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@ahavaL #DCWWSS 22
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@ahavaL #DCWWSS 23
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@ahavaL #DCWWSS 24
No Ownership over Information
1. Information: What are we trying to say?
2. Format: What types of content will they respond to best?
3. Distribution: Where do they spend their time? (What are their watering holes?)
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@ahavaL #DCWWSS 26
CONTENT IS THE CONVERSATION THAT FUELS
THE SALES PROCESS.
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@ahavaL #DCWWSS 27
Content is worthless if…1. You don’t align your content with
your business goals2. Help your customers accomplish
their tasks/goals
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@ahavaL #DCWWSS 28
INTERNAL VS. EXTERNAL ISSUES
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@ahavaL #DCWWSS 30
PRITUX
Executive Leadership
MarketingCustomer RelationsVisual
Design
Sales
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@ahavaL #DCWWSS 31
Podcasts
Databases
Infographics
Images Videos
Slide Shows
Whitepapers
WebsitesApps
Blogs
Email Marketing
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@ahavaL #DCWWSS 35
Are you solving for X?
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@ahavaL #DCWWSS 36
6 RULES FOR OVERCOMING CONTENT FATIGUE
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@ahavaL #DCWWSS 37
Build a Strategy That Works
1. Teach about the why2. Follow the Rule of 43. Stalking for content?4. Build multidisciplinary content
teams5. Listen on social media6. Prune your pumpkins
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@ahavaL #DCWWSS 38
#1: Teach about the WhyQuality content will generate:1. Traffic2. Links3. Shares4. Conversations5. Interaction6. Engagement
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@ahavaL #DCWWSS 39
ROI
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@ahavaL #DCWWSS 43
Decide what to MeasureReturn on Investment (ROI)• Content drives sales• Fewer missed sales• Do more with less
Return on Time (ROT)• Improved efficiency• Fewer mistakes• Sales tracking
(Relationships built)
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#2: Follow the Rule of 4
Information
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#3: Stalking for content?
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@ahavaL #DCWWSS 47
Remedies for Stalking1. Show examples2. Brown bag lunches3. Ask artful questions
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Ask artful questions
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@ahavaL #DCWWSS 53
TELL ME WHY…
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I’M WONDERING ABOUT…
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HELP ME UNDERSTAND…
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WTF????
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#4: Build Multidisciplinary Content Teams
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Smash Silos
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Reporting Structures that Work
Content Rep
Sales
Marketing
Internal Comm
PR Content Rep
Product Engineeri
ng
Service Engineeri
ng
Customer Support
Content Rep
Finance
AccountingHR
Logistics
Content Team
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Why multidisciplinary teams?
• Adapt to changing technologies• Break down silos• Better ideas• Look at things from different
perspectives• See problems and solutions in a variety
of ways• Have different kinds of political
connections
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@ahavaL #DCWWSS 65
Who to look for?• Subject matter experts on your
products and services• People who designed the products or
services• Sales• Customer service• People who qualify leads• UX professionals—obviously!
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How do we create a better UX?
All Part of an IA Team•Data architect• Taxonomist• SEO Expert
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Load TimesReduced the amount of time Google needed to crawl the site by 50%, which resulted in 1.5
seconds per page view
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Saved REI Users 22 Years
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Content is a shared asset.
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#5: Listen on Social Media
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#6:Prune your Pumpkins
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Questions?
Ahava LeibtagAha Media Group, LLC
[email protected]: ahavaL301-452-5331
THANK YOU!