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CONTENT STRATEGY: Channel-Agnostic Content Strategy
for Happy Marketers
Buddy Scalera
SVP Content and Media Strategy
Buddy.Scalera@ogilvy.com Twitter: @marketingbuddy
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A Child’s Question
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New Discipline
2010 2011 2012
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Case Study 600,000 years ago
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Grok
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Grok’s Solution
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Grok’s Message Worked…
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So Did His Tribe…
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Grok Simplified His Message…
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Advertising was the Medium to Share
The Big Idea
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The Internet Has Gotten More Complex….
http://www.go-gulf.com/blog/60-seconds/
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Content Travels Across Platforms
Users consume your content and messaging in ways that make sense for them
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Content Is More than Text
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Websites
Events
iPad & Rep Details
Digital Media
Traditional Media
Direct Mail
Payer Marketing
Today’s realities:
• Audience consumes content and services through multiple channels
• Content and services should be delivered in channel appropriate format
• Carefully planned user experience should ensure easy-to-access, relevant and credible customer service
Multi-dimensional criteria:
• Audiences • Channels • Devices • Engagement levels • Time of day/month/year • Geo-location • Cultural consideration • Ethnographic
Intelligent Content Strategy Channel Agnostic Content
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A (Personal) Case Study
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Patient Acquisition Buckets
Seeker Considering Active
Solution
Pre-
Seeker
Patient
Seeker
Caregiver
Seeker
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Asset Audit
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Content Matrix
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Lycanthrian Brand Footprint
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Information Architecture Wasn’t a One-Time Thing
G0.1 Press G0.3 Sitemap G0.2 Contact
Home 0.0
1.0 About Lycanthrian
1.1 How to Take
1.2 Side Effects
2.0 Lunar Lycanthropy
2.1 Symptoms
2.2 Transmission
2.3 Hereditary Factors
3.0 Getting Help
3.1 Hair Care
3.2 Lifestyle Changes
3.3 Support Groups
4.0 Silver Bullet
Support Program
4.1 Discount Card
4.2 Lunar Reminders
(CRM)
4.3 Symptom Tracker
app
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Home 0.0
1.0 About Lycanthrian
1.1 How to Take
1.2 Side Effects
1.3 Safety
2.0 Lunar Lycanthropy
2.1 Symptoms
2.2 Transmission
2.3 Hereditary Factors
3.0 Getting Help
3.1 Hair Care
3.2 Lifestyle Changes
3.3 Support Groups
4.0 Silver Bullet
Support Program
4.1 Discount Card
4.2 Lunar Reminders
(CRM)
4.3 Symptom Tracker
app
It Was Dynamic
Phase 2
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And it Reflected Business Goals
KPIs
Home 0.0
1.0 About Lycanthrian
1.1 How to Take
1.2 Side Effects
1.3 Safety
2.0 Lunar Lycanthropy
2.1 Symptoms
2.2 Transmission
2.3 Hereditary Factors
3.0 Getting Help
3.1 Hair Care
3.2 Lifestyle Changes
3.3 Support Groups
4.0 Silver Bullet
Support Program
4.1 Discount Card
4.2 Lunar Reminders
(CRM)
4.3 Symptom Tracker
app
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Home 0.0
1.0 About Lycanthrian
1.1 How to Take
1.2 Side Effects
1.3 Safety
2.0 Lunar Lycanthropy
2.1 Symptoms
2.2 Transmission
2.3 Hereditary Factors
3.0 Getting Help
3.1 Hair Care
3.2 Lifestyle Changes
3.3 Support Groups
4.0 Silver Bullet
Support Program
4.1 Discount Card
4.2 Lunar Reminders
(CRM)
4.3 Symptom Tracker
app
Users Do Not Navigate Our “Brand Story”
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Home 0.0
1.0 About Lycanthrian
1.1 How to Take
1.2 Side Effects
1.3 Safety
2.0 Lunar Lycanthropy
2.1 Symptoms
2.2 Transmission
2.3 Hereditary Factors
3.0 Getting Help
3.1 Hair Care
3.2 Lifestyle Changes
3.3 Support Groups
4.0 Silver Bullet
Support Program
4.1 Discount Card
4.2 Lunar Reminders
(CRM)
4.3 Symptom Tracker
app
Users Navigated How They Wanted
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They Don’t Always See Our Homepage
Home 0.0
1.0 About Lycanthrian
1.1 How to Take
1.2 Side Effects
1.3 Safety
2.0 Lunar Lycanthropy
2.1 Symptoms
2.2 Transmission
2.3 Hereditary Factors
3.0 Getting Help
3.1 Hair Care
3.2 Lifestyle Changes
3.3 Support Groups
4.0 Silver Bullet
Support Program
4.1 Discount Card
4.2 Lunar Reminders
(CRM)
4.3 Symptom Tracker
app
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Content Strategy = Business Planning for Content
Phase 1 Launch
Phase 2 Update
Content Personalization
Metatags PDFs Linking Analytics Conversions
Maintenance
CMS/db
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Content Is Not Limited
Content & messaging
on site
Content & messaging
external, social, viral
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Results in…
Message
Inconsistency
Fragmented User
Experience
Inefficient
Management
Regulatory Backlog
The problem: Multiple Versions
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Single Asset
Web
Channels
Mobile
Channels
Channels Pres
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Content is Liquid
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Content Repository (No formatting: Just Text + Media Assets)
Presentation (Directions on how content must be styled/displayed)
Channel (Identifies device and loads appropriate style sheet)
Same content available wherever, whenever, however
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People Access Your Content for Different Reasons
What they need when
they are here…
…is different than what they
need when they are here.
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Phase 1 Launch Phase 2 Refresh Phase 3 CRM/Pill+ Campaign
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Content strategy plans for the
creation, publication,
& governance of useful, usable content. Pres
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Plan of Action: Create Better Content…not More Content
1. Ask a LOT of questions.
2. Figure out what the customer wants.
3. See what you already have.
4. Think like a publisher.
5. Make it part of your process. Presen
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Plan of Action: Create Better Content…not More Content
1. Ask a LOT of questions.
2. Figure out what the customer wants.
3. See what you already have.
4. Think like a publisher.
5. Make it part of your process. Presen
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Plan of Action: Create Better Content…not More Content
1. Ask a LOT of questions.
2. Figure out what the customer wants.
3. See what you already have.
4. Think like a publisher.
5. Make it part of your process. Presen
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Plan of Action: Create Better Content…not More Content
1. Ask a LOT of questions.
2. Figure out what the customer wants.
3. See what you already have.
4. Think like a publisher.
5. Make it part of your process. Presen
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Plan of Action: Create Better Content…not More Content
1. Ask a LOT of questions.
2. Figure out what the customer wants.
3. See what you already have.
4. Think like a publisher.
5. Make it part of your process. Presen
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Plan of Action: Create Better Content…not More Content
1. Ask a LOT of questions.
2. Figure out what the customer wants.
3. See what you already have.
4. Think like a publisher.
5. Make it part of your process. Presen
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Gro
k A
rt b
y P
at
Qu
inn
Buddy Scalera
@marketingbuddy
Buddy.Scalera@ogilvy.com
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