Content Jam 2016: Ardath Albee - Banish Content Shock with an Effective Content Marketing Program

Banish Content Shock with an Effective Content Marketing Program

Ardath Albee

Strategy

@ardath421 | #ContentJam

@ardath421 #ContentJam

Content Shock is the emerging marketing epoch defined when exponentially increasing volumes of content intersects our limited human capacity to consume it.

~ Mark W. Schaefer

More Content, Less Engagement

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3 Components to Banish Content Shock

Content Marketing Effectiveness

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3 Components

#ContentJam

A persona is a composite sketch of a target market based on validated commonalities that actively informs

content strategy to drive productive engagement.

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@ardath421 #ContentJam

Problems / Pain Points:

NO:Inefficiency

YES:Lack of automated workflows adds months to product launches

A problem is whatever is impeding the achievement of an objective.

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Orientation / Professional Attributes:

NO:Married with 2 Kids and a dogLives in the suburbsEarns $150,000 per year

YES:20 years in careerMentors his teamConfident leader

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Questions: From Status Quo to Choice

NO:What features does your product have?

YES:Given my situation, why should I care?How do I eliminate X to achieve Y?What can I do now that I couldn’t do before?

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Obstacles

NO:Price

YES:What do I need to know to convince Tom?What if our people won’t adopt the new workflows?

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Channels Social Content Interactive Media

Preferences

Formats

Creating Interactive Storylines

Content Marketing Effectiveness

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“A story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.”

Uri Hasson, Princeton neuroscientist

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Plot Your Buyer’s Story

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Identify:•Stages in the customer lifecycle•Triggers for action•Tasks within stages•Touchpoints and channels in use•Gaps in the customer experience•Opportunities for experience improvement

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Status Quo

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A TRIGGER is an inciting incident that puts a goal in peril and motivates action and intent to rectify a pain point.

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Product Delays – Head of Product R&D

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Documented Content Marketing Strategy

Content Marketing Effectiveness

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Content Marketing Strategy

• Who – audience, target market, personas• What – Purpose and journey maps• When – at least the length of the buying process• Where – channel and distribution plan• Why – goals tied to business objectives with identified KPIs • How – business plan, editorial calendars, value proposition

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Measuring for Relevance

• Time spent on page and session• Post-click path – where did they go next?• Proactive access of information (Return visits)• Frequency

Thank you!

Ardath Albee@ardath421 | #ContentJam