- 2015 Content Marketing World keynote presentation -
As we gather to celebrate the amazing opportunities content marketing provides us, it’s important to face head-on the challenges it poses. With all the time and energy content strategy requires, it’s sometimes easy to lose sight of our #1 responsibility as marketers: to satisfy the customer. How can we ensure our content is helping—and not harming—our cause?
You’ll learn:
- What committing to content marketing really looks like
- How content strategy can save your sanity
- How successful content-centric organizations are evolving
- What “content success” means to our customers
38. Core Strategy (2012)
The central idea for using content
to achieve an organization's
business goals:
• What you intend to accomplish
• Who you need to reach
• What you’ll create
• The future direction for content
39. 1. Diagnosis
2. Guiding Principles
3. Coherent Set of
Actions
Source: Good Strategy, Bad Strategy
by Richard Rumelt
Core Strategy (TODAY!)
40. - Align on business
outcomes and customer
needs
- Assess internal and
external content
ecosystems
- Identify:
- Key opportunities
- Core challenges
- Assumptions and risks
1. Diagnosis
44. - What are our success
metrics?
- Who is our audience and
why?
- Brand values
- Purpose of:
- Format
- Channel
- Frequency
- etc.
2. Guiding Principles
45. - Redesign
- Shut down
- Acquire
- Upgrade
- Establish
- etc.
3. Coherent Set
of Actions