1.
THE
DIGITAL CONTENT IMPERATIVE
RICH SCHWERIN
DIGITAL CONTENT STRATEGIST
JUNE 1, 2017

2.
WHO AM I? WHY AM I HERE?
• Ziff-Davis (‘92-’99)
• Corporate Computing
• PC/Computing
• ZDTV
• Dot-bomb startups (‘99-01)
• Oracle (‘01-’14)
• Brand & Creative
• Product Marketing
• Live video broadcasting
• Social media marketing
• Digital content strategy
• VMware (‘14-present)
• Digital content strategy

3.
CONTENT STRATEGY: KRISTINA HALVORSON
Content to
satisfy user
needs and
meet business
goals
A lifecycle for
that content
from discovery
to deletion
KPIs to
benchmark
content
performance
• Audit, Analysis, Strategy, JourneyPlan
• Workflow, Writing, DeliveryCreate
• Metrics, Iterations, MaintenanceMeasure

4.
CONTENT MARKETING: JOE PULIZZI
Core
Asset
Webinars
Podcasts
SlideShare
slides
YouTube
video
Blog
Posts
Images
• Create and distribute valuable,
relevant, consistent content
• Attract, acquire, engage a clearly
defined audience
• Drive profitable customer action
NOT more content. More MILEAGE
from core content via derivatives
• Searchable, Snackable, Shareable
(Skyword’s 3 S’s of Successful Content)
• Serialized & Syndicated over Social

5.
INTELLIGENT CONTENT: SCOTT ABEL
Content that is…
• Not limited to one purpose,
technology, or output
• Structurally rich and semantically
aware
• Discoverable, reusable,
reconfigurable, and adaptable
• Example: Metadata tags to enable
automated content personalization
Scott’s Mantra: “Content is a business
asset worthy of being managed
efficiently and effectively.”

6.
ATTENTION IS THE NEW CURRENCY
Our CUSTOMERS
have problems
to solve
Our TEAMS
have content
to inspire
Our
COMPANY
has software
to sell
Don’t waste your audience’s precious
attention. Only YOU can prevent
random acts of content. First, ask…
• Who is it for?
• When is it consumed?
• How will it be valued?
• What’s your objective?
• What’s the primary CTA?
It’s the AUDIENCE, stupid!
• Differentiate & substantiate
• Real-world & pragmatic
• Aspire to inspire

7.
EVERYONE IS A CONTENT STAKEHOLDER
PR, AR, IR
Product
Marketing
Technical
Marketing
Campaigns
Demand
Social &
Community
Events
Field /
Regions
Partners Sales
Digital
Marketing
SEM
Brand &
Advertising
Solutions/
Industries
Support
Target Audience
Who isn’t involved in
content?
• Coordination &
collaboration
combats content
chaos
• Align on shared
objectives
• Umbrella brand story
• Balance centralized
vs. de-centralized
control

8.
CONTENT STRATEGY + CONTENT MARKETING
Content Strategy: Find a Gap and Fill it
• Identified content gap (Awareness, TDM)
• Plan: New core asset (interactive infographic)
• Align: PMM SME collaboration
• Create: Fund & manage vendor, coordinate SME input
• Publish: Iterations > final deliverable > publish
• Measure: Traffic, engagement, bounce, personas, geos
Content Marketing: Amplify to Increase Engagement
• Goal: Increase content performance
• Phase One: Organic social + employee advocacy
• Two posts/week; 8 weeks; corporate social channels; employee social advocacy
• Increased traffic 61%, lowered bounce 40%; doubled time spent; increased next page clicks
• Phase Two: Organic + employee advocacy + paid social
• Create derivatives (e.g. storyboard SlideShare) & amplify via social ads

9.
EXTRACURRICULAR CREDIT
FOLLOW
READ
ATTEND
Thank you! @Greencognito Linkedin.com/in/RichSchwerin