For more on this subject go to: http://disruptivemarketer.net Content has always been a conduit to creating conversation on the social web which is the best way for customers to discover your solutions and how they may be able to integrate them into their day-to-day. In this course we will go through a number of ways to build a winning strategy in this emerging and constantly evolving field of communication. Takeaways: Who are your customers? Establishing objectives The Neuroscience of Content Behavioral Targeting Key Performance Indicators - What does success look like? About the Instructor: Geoffrey Colon is a Growth Marketer at Microsoft for the Bing Ads product based in Bellevue, Washington. In his role, Geoffrey leads a scrum team of social media marketers and data analysts who create, execute and measure digitally-driven strategies to help drive education and adoption of the Bing Ads product by small to medium sized businesses and premium marketers and advertisers. He is also a subject matter expert on personal branding, the DIY economy, social data, socializing the enterprise, content marketing and disruptive innovation. Prior to joining Microsoft, Geoffrey was vice president of digital strategy at Ogilvy & Mather in New York City. In that role, Geoffrey created and executed tactical social strategies for a variety of business divisions within IBM including Mobile, Cloud, Systems and Technology, Midmarket, Software and the Smarter Planet brand. He authored several of the top thought leadership pieces for the agency including one on content as the new currency for Fast Company. Colon has spent 20 years in digital marketing working for and with several of the most influential brands including Coca-Cola, Kraft, Spotify, Netflix, American Express, The Economist, UPS, USA Network, WWE, History Channel, A&E, Food Network and Smirnoff. Mr. Colon is a 1994 graduate of Lehigh University with a Bachelor of Arts degree in Journalism and Communications and a minor in Political Science. He has over 20 years of experience in left-of-center marketing techniques. Geoffrey is host of the weekly podcast Disruptive FM on the Spreaker network, is a LinkedIn influencer and blogs at FuturistLab.Tumblr.com. He has been quoted in various publications and media outlets including Marketplace, NPR, Wall Street Journal, Billboard Magazine and Digiday. Colon is currently working on his first business book “Disruptive Marketing” due out in 2016 on AMACOM Publishing. You can follow him on Twitter @djgeoffe

1. CONTENT
STRATEGY:SETTING UP YOUR STRATEGY
FOR RESULTS
Geoffrey Colon, Group Product Marketing Manager - Microsoft

2. AGENDA
‣ Who Are You?
‣ Why Content?
‣ Read: Is Content the New Currency?
‣ Who Are Your Customers?
‣ Establishing Objectives
‣ Read: Is Trust the New Currency?
‣ The Neuroscience of Content
‣ Behavioral Targeting
‣ Key Performance Indicators – What Does Success Look Like?

3. Who Are You?
CONTENT STRATEGY

4. HELLO!
‣ What’s Your Name?
‣ What Do You Want to Learn?
‣ What Do You Do?
‣ What’s the Last Song You Listened To Before You
Came Here?
ARE YOU?

5. Why Content?
CONTENT STRATEGY

6. CONTENT STRATEGY
“In an ever fragmenting media world, the question to ask yourself in the
transforming world of media and marketing is: ‘How Do I Become Part of a
Customer’s Dialog or Thought Recollection Every Day?’”
WHY CONTENT?

7. READ: Is Content The New Currency?
CONTENT STRATEGY

8. CONTENT STRATEGY
Read the article on Fast Company and be prepared to discuss the following:
IS CONTENT THE NEW CURRENCY?

9. Who Are Your Customers?
CONTENT STRATEGY

10. CONTENT STRATEGY
WHO ARE YOUR CUSTOMERS?

11. Establishing Objectives
CONTENT STRATEGY

12. CONTENT STRATEGY
3 Major Objectives that Content Marketing Tries to Attain:
1. BRAND AWARENESS
2. VISITS TO YOUR OWNED CHANNELS (Data Collection, Call to Action,
Transaction)
3. SOCIAL DISCUSSION AROUND A TOPIC (Being Where People Engage and
Interact)
ESTABLISHING OBJECTIVES

13. READ: Is Trust The New Currency?
CONTENT STRATEGY

14. CONTENT STRATEGY
READ the article on LinkedIn and be prepared to discuss the following:
1. What is your main goal for using content marketing?
2. What other types of content do your targeted customers enjoy?
3. What personas define those customers?
4. Is your content one-way or two-way in design?
5. What forms of content will work best to build a trust factor?
READ: IS TRUST THE NEW CURRENCY?

15. The Neuroscience of Content
CONTENT STRATEGY

16. CONTENT STRATEGY
Because of BIOLOGY, content based
solely on logic and data doesn’t resonate
with audiences. Think about these three
factors when designing:
1. Emotion
2. Passion
3. Personal Value
THE NEUROSCIENCE OF CONTENT

17. CONTENT STRATEGY
Watch the video. What should you
consider when you plan to make content
on behalf of your organization. What
does Sinek say that you should consider
when building content? What’s your
purpose?
What Why
How How
Why What
THE NEUROSCIENCE OF CONTENT

18. Behavioral Targeting
CONTENT STRATEGY

19. CONTENT STRATEGY
Five areas to help you find your audience and target them effectively:
1. Search and Social Data
2. Creative Insights
3. Trending Topics
4. Social CRM
5. Platforms and Distribution
BEHAVIORAL TARGETING

20. Key Performance Indicators
CONTENT STRATEGY

21. CONTENT STRATEGY
Body copy
KEY PERFORMANCE INDICATORS

22. CONTENT STRATEGY
Body copy
KEY PERFORMANCE INDICATORS

23. CONTENT STRATEGY
Let’s Diagnose the following
CASE STUDY by IBM
KEY PERFORMANCE INDICATORS

24. CONTENT STRATEGY
KEY PERFORMANCE INDICATORS
What did
IBM Ask
and
Answer?

25. Additional Reading:
• Disruptive Content Marketing, Disciplined Results
• How Social Engagement Metrics Inform Your Content
Marketing Strategy
• Social by Design REMIXED
CONTENT STRATEGY

26. Q&A
CONTENT STRATEGY

27. ‣ Body Level One
‣ Body Level Two
‣ Body Level Three
‣ Body Level Four
‣ Body Level Five
‣ Body Level One
‣ Body Level Two
‣ Body Level Three
‣ Body Level Four
‣ Body Level Five
THANKS!
‣ Body Level One
‣ Body Level Two
‣ Body Level Three
‣ Body Level Four
‣ Body Level Five
GEOFFREY COLON
‣ Body Level One
‣ Body Level Two
‣ Body Level Three
‣ Body Level Four
‣ Body Level Five
‣ @djgeoffe
‣ gcolon@microsoft.com
‣ Blog: FuturistLab.Tumblr.Com
‣ SlideShare: slideshare.net/geoffreycolon