Align your content with your business objectives. Learn how content strategy and content marketing can both help you do that.

1. Content Marketing and
Content Strategy: A Peaceful
Coexistence?
Ahava Leibtag
President
Aha Media Group

2. @ahavaL #pcsm
@ahavaL 2

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
@ahavaL 3

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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5. Impossible?
The average American is bombarded by
5,000 messages a day.
--The New York Times (1988)
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6. To build an audience of
50 million
58 years
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7. To build an audience of
50 million
58 years
14 years
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8. To build an audience of
50 million
58 years
14 years
4 years
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9. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
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10. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
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11. Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
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12. Today
• Understanding content
• Defining content strategy
• Defining content marketing
• How to do your job like a superhero
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13. UNDERSTANDING CONTENT
@ahavaL 13

14. @ahavaL 14

15. @ahavaL 15

16. @ahavaL 16

17. @ahavaL 17

18. The Wall of Words
Evidence for Global Warming:
Degradation of Earth's Atmosphere; Temperature Rise; Glacial Melting and Sealevel Rise; Ocean Acidity; Ozone Holes; Vegetation
Response
Introduction
"Global change". "Greenhouse effect". "Global warming". The media are full of statements, concerns, guesses, and speculation
about these phenomena, as scientists and policy-makers around the world struggle to address recent scientific observations
that indicate human activities impact our environment. And yet, each of these is a "natural" phenomenon, as are many
others. Hurricanes, droughts, and monsoons all occur without any control by humans to initiate, forestall or moderate them.
Most readers of this Tutorial already know that global warming is literally a "hot" topic. For those still with relative unfamiliarity,
we recommend this Wikpedia review: effects of global warming. This page considers the nature of and evidence for global
warming. There seems almost no doubt that the Earth's climate has been steadily warming overall in the last hundred years:
global warming is a fact - a reality. The nagging question - still unanswered to everyone's satisfaction - is: How much of the
quantified increase of about 1° C in that time interval is just due to a natural trend probably related to glacial cycles (which
themselves are temperature-dependent) and how much is additional warming accelerated by human activity as the
industrial revolution reaches rapidly increasing levels? The present page provides an overview of some of the answers to this
question. Since it was first written, the writer (NMS) has encountered new lines of evidence - pro and con. Rather than try to
splice these into the text, I have elected to add a new page (16-2a), accessed at the bottom of this page. Most people who
follow the news accounts of global warming have come to realize that the primary culprit is human contributions of heat-
affecting gases into the atmosphere as these are released by everyday processes such as burning coal to produce
electricity and consuming gasoline to run automobiles. The most blamed gas is carbon dioxide (CO2), but carbon monoxide,
methane, sulphur dioxide, and other gases also contribute. The United States is often cited as the principal polluting nation,
although now China and India - each with more than a billion people, many of whom are now driving cars - are becoming
major players. In the U.S., cities and surrounding metropolitan areas are the chief sources of CO2, as evident in this map
made from ground and aerial sounding monitors but also containing some input from satellite measurements
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19. @ahavaL 19
Content Reveals the Flaws in a Business

20. All organizations need to know:
• To whom are you talking?
• Who are you?
• What are you trying to say?
• When do you say it?
• Where do you say it?
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21. They also need to know:
• Internally who is responsible for all the
different phases of a content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern
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22. @ahavaL 22

23. Want to win at content?
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24. Content is a conversation.
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25. To whom are we
talking? 
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26. To whom are we
talking? 
Who is our customer?
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27. Who are we? 
@ahavaL 27

28. Who are we? 
Who is our brand?
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29. CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
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30. @ahavaL 30

31. @ahavaL 31

32. Content Formats
• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data
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33. VS.
(DON’T GET CONFUSED)
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34. Content Delivery Tools
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare
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36. @ahavaL 36

37. DEFINING CONTENT STRATEGY
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38. Content Strategy:
• Align with business objectives
• Support users in accomplishing tasks
www.ahamediagroup.com 38
Business
Goals
User
Tasks

39. Content Strategy Has 2 Parts
• External Messaging: Answer the 5
essential questions
• Internal Workflow: How do we create a
repeatable, sustainable content
lifecycle?
www.ahamediagroup.com 39

40. Content is a Conversation:
5 Questions You MUST Ask
1. To whom are we speaking?
2. Who are we? (as a brand?)
3. What are we trying to say?
4. How do we say it?
5. When and where do we say it?
www.ahamediagroup.com 40

41. Part #1 of Content Strategy:
External Messaging
External Messaging Questions
• To whom are you speaking? 
• Who are you? 
• What are you trying to say? 
• How do you say it? 
• When and where do you say it? 
Content Strategy Tools
• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
www.ahamediagroup.com 41

42. To Whom Are We Speaking?: Personas
www.ahamediagroup.com 42

43. Customer Journey Maps
www.ahamediagroup.com 43

44. Who are we?: Identity Pillars
Current Identity Pillars  Future Identity Pillars




www.ahamediagroup.com 44

45. www.ahamediagroup.com 45
FOR EXAMPLE

46. Identity Pillars
www.ahamediagroup.com 46
Current Identity Pillars  Future Identity Pillars
CHEAP 




47. Identity Pillars
Current Identity Pillars  Future Identity Pillars
CHEAP  AFFORDABLE



www.ahamediagroup.com 47

48. What Are We Trying to Say?:
Messaging Architecture
www.ahamediagroup.com 48
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP 

49. Messaging Architecture
www.ahamediagroup.com 49
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABLE

50. Messaging Architecture
www.ahamediagroup.com 50
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABLE
You can find the products you want, at
the price you are looking for.

51. Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABLE
You can find the products you want, at
the price you are looking for.
• Our prices are consistently 20%
lower than other retail chains
• Robust coupon program
www.ahamediagroup.com 51

52. How Do We Say It?:
Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
www.ahamediagroup.com 52

53. Voice
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
www.ahamediagroup.com 53

54. Voice
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
www.ahamediagroup.com 54

55. Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
www.ahamediagroup.com 55

56. When and Where Do We Say It?:
Editorial Calendar
www.ahamediagroup.com 56

57. Part #2 of Content Strategy:
Internal Workflow
www.ahamediagroup.com 57

58. The Very Dreaded
Roles and Responsibilities
@ahavaL 58

59. Our Goal
To create a cohesive and sustainable
strategy for creating, producing and
managing content that clearly defines
roles and responsibilities for content
within your organization.
www.ahamediagroup.com 59

60. @ahavaL 60

61. DEFINE CONTENT MARKETING
@ahavaL 61

62. Goals of Content Marketing
1. Attract: Create content that will draw prospects like
bees to a blossoming flower
2. Acquire: Give them the content in exchange for an
email address or some other form of potential ongoing
contact
3. Engage or connect: Continue to engage by creating
and sending relevant content about your product,
service or knowledge base
4. Drive profitable action: Clearly align your content
creation and distribution efforts with your business goals
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63. #1: Attract
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64. #1: Attract
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65. #2: Acquire
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66. #3: Engage or Connect
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67. #3: Engage or Connect
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68. #3: Engage or Connect
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69. #4: Drive Profitable Action
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78. @ahavaL 78

79. BE A CONTENT SUPERHERO
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80. 1. Listen
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81. 2. People, Process, Technology
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82. 3. Advocate for Systems
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83. @ahavaL 83

84. 4. Iterate
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86. Content is a product.
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87. The Iteration Roadmap
1. Process Evaluation: What does our
current process look like?
2. Review of past projects: Let’s examine
1 or 2 projects
3. Incorporate what you’ve learned:
What can we change?
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88. @ahavaL 88

89. Who said?
“Getting an audience is hard. Sustaining
an audience is hard. It demands a
consistency of thought, of purpose, and
of action over a long period of time.”
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90. @ahavaL 90

91. Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
@ahavaL
THANK YOU!
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