Content strategy and content marketing

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  • Content Strategy and Content Marketing Some high level thoughts and best practices



  • What is content strategy?

  • What is content marketing strategy?

  • What is content?

  • How do you do it?

  • Planning for the creation, delivery, and governance of useful, usable content


    A process for distributing content to attract, acquire, and engage a clearly defined audience with the objective

    of driving profitable action



  • Its about the farmer. Not the tractor.

  • NOISE!

  • Consumer

    Emotional Needs

    Rational Needs


    Your Brand

  • What are their questions, problems, frustrations, goals, beliefs and interests?

    How can we help them?

    Two questions:

  • Those that do are 60% more effective.

    Only 39% of companies have done this.

    Source: Content Marketing Institute

    Do you have a documented content strategy?


  • Know your AUDIENCE


    An inconvenient truth:

    They dont care about you. They care about themselves.

    Their questions, problems, frustrations, goals, beliefs and interests

  • Business buyers dont buy your product. They buy into your approach to solving their problem.

    - Jeff Ernst, Forrester

  • Ninety percent of all corporate websites talk about how great the company or product is and forget about the customer.

    - Joe Pulizzi



  • Who is your most important audience?

  • A U T O M A T E D L I C E N S E P L A T E R E A D E R U S E R

    G O A L S V A L U E S A N D B E L I E F S F R U STR AT I O N S

    STAT SEDUCATION: Criminal justice, law enforcement, four-year degrees becoming increasingly common

    JOB TITLES: Police officer, patrol officer, deputy, highway patrolman, traffic enforcement task force

    MAJOR RESPONSIBILITIES: Patrolling, responding to calls, writing tickets, making arrests, paperwork, catching the bad guys

    EXPERIENCE: 3-10 years




    OFFICER MARK OBRIEN ALPR is a great tool that helps me do my job better keeping guns, narcotics and fugitives off the street.Mark OBrien always wanted to be a police officer, to keep his friends and neighbors safe and get criminals off the street. He spends the majority of his 12-hour shifts in the car patrolling and responding to calls, which is physically and mentally demanding. Not every day is bad, but seeing the worst of people is draining. Today he stopped a number of vehicles for traffic violations, secured the scene at a fire, and at the end of his shift, arrested a drunk driver, which required an extra three hours of processing and paperwork at the jail.

    Officer OBrien learned about ALPR from Sergeant Rodriguez, who saw its effectiveness at a vendor demo at the IACP conference. Rodriguez applied for and received a grant for the departments first ALPR system, but has since moved on to manage another agencys ALPR program. Officer OBrien has been piloting the system, working with the vendor rep to learn the software and optimize the camera for accuracy. Hes used the system to recover stolen vehicles, serve warrants and tie a specific vehicle to a series of armed robberies over a three-month period a connection that wouldnt have been possible without ALPR.

    Officer OBrien advocates for ALPR to his fellow officers he reads exponentially more plates per shift and makes more arrests as a result but hasnt made any headway in securing additional systems. Hes researched the technology online and believes new products are faster and more accurate, but hasnt seen them in action. Leadership acknowledges ALPR successes, but is concerned with negative sentiment around data privacy, and of course, the purchase price is hard to prioritize when there are budget cuts every year. Officer OBrien has thought about applying for another grant, but its a time consuming process and he doesnt know where to start.

    Catch bad guys

    Protect myself, my partners and the community

    Be as efficient as possible do more with less

    Rise through the ranks and avoid making a mistake by following protocol at all times

    Demonstrate the effectiveness and value of ALPR to my superiors and the public

    I want to do the right thing, even in complicated, stressful and dangerous situations

    Law enforcement is a respectable career path that allows me to have a positive impact on the community I take the responsibility very seriously

    I appreciate straight, honest communication and practical solutions, not marketing or technical jargon

    ALPR is a great technology that helps me be more efficient and effective on the street its like an extra set of eyes

    My life is in danger every day I need to be focused, follow protocol and trust my fellow officers

    I have a lot of equipment systems to learn and use, and Im not terribly tech savvy everything needs to be reliable and simple

    Public and political scrutiny about everything we do, including ALPR it helps us protect people, not spy on them!

    If decision makers understood ALPR and the help it provides in solving all kinds of cases, theyd be more supportive

    No budget for ALPR, lack of influence, long purchase process

    I D E N T I T Y M A N A G E M E N T U S E R

    G O A L S V A L U E S A N D B E L I E F S F R U STR AT I O N S

    STAT SEDUCATION: Criminal justice, law enforcement, criminology, forensic science, chemistry, biology

    JOB TITLES: Crime scene investigator, detective, forensic examiner, forensic investigator

    MAJOR RESPONSIBILITIES: Processing crime scenes, collecting fingerprints, DNA and other evidence

    EXPERIENCE: 2-8 years




    CRIME SCENE INVESTIGATOR JACOBS Nothing beats a fingerprint for identifying a suspect. Who do these belong to?As a crime scene investigator, Jacobs does not spend his days interviewing witnesses or chasing suspects down dark alleys. He views himself as more of a scientist than superhero. The bulk of his 12-hour shifts are spent processing crime scenes, often in the middle of the night, back at the lab or writing reports at his desk. Jacobs is called on to collect and catalog evidence as efficiently as possible but he must also be thorough (peoples lives depend on it). He collaborates with detectives and other officers to identify potential suspects. He also coordinates with various specialists at the lab, analyzing evidence and preparing reports for use in trial.

    The concept isnt new, but fingerprint technology has come a long way in terms of speed, accuracy and integration with national databases. When you need to identify a suspect, theres nothing as absolute as a fingerprint. Jacobs and his teammates are energized by finding clues in partial prints that then lead to identifying suspects. Todays equipment needs to be accurate and fast (proven by independent test results), scalable, automated and flexible able to integrate seamlessly with current and future databases.

    Jacobs is not a decision maker, but he certainly has influence with his superiors, is not afraid to advocate for what he believes will help, and is likely to be promoted to a role with more authority soon. Hes passionate about his craft and the technology that helps him be more effective. Whenever possible, he collaborates with coworkers and counterparts across the country, both online and at conventions, discussing new technology and how it can be used to solve more crimes, faster, and with fewer errors.Jailers, Corrections Officers: Value usability and effectiveness above all. In direct physical contact with violent criminals no time for issues with equipment, procedures or politics. IM products empower them to verify identity and process inmates as quickly and safely as possible. Not tech savvy.

    Patrol Officers: See the ALPR User profile for more info. Value usability and effectiveness above all. IM products empower them to identify suspects quickly and accurately, keeping officers safe and putting the right criminals in jail. Not tech savvy.

    Identify the correct suspect, ensuring accuracy, eliminating errors and solving crimes

    Gather the evidence and documentation needed for effective trial

    Speed up the process, reduce wait time, solve crimes faster

    Increase professional knowledge and skill, building a strong reputation

    I enjoy collaborating with teammates to solve the puzzle the thrill of the hunt

    I take pride in ensuring the right suspects are convicted, keeping community safe

    Equipment and database must be accurate, fast and easy to use, even with partial prints or imperfect images

    Naturally curious and potentially engaged with tech much improved over messy ink and mailing it in

    Stressful, increasing on-call and overtime demands, which can contribute to errors

    Software or equipment usability issues that reduce productivity often exacerbated by inconsistent training and user inputs

    Hardware and software dictated by the state (approved vendor lists, database compatibility)

    The CSI Effect everyone expects complex crimes to be solved in an hour

    A G E N C Y L E A D E R

    G O A L S V A L U E S A N D B E L I E F S F R U STR AT I O N S

    STAT SJOB TITLES: Chief of police, sheriff, director, administrator, commissioner

    MAJOR RESPONSIBILITIES: Leading a team; managing the budget; making decisions around policy, personnel and equipment; addressing the concerns of relevant elected officials

    EXPERIENCE: 20+ years




    CHIEF JOHNSON Im an advocate for the department, the community and the city council, depending on the conversation. After 26 years on the force, Greg Johnson was appointed the next chief of police. The path here has been tough, but no previous role compares to the immense responsibility of being chief. Its been awhile since hes made an arrest. As chief, he may spend the entire day in meetings with elected officials, community groups, members of the media and fellow law enforcement leaders. Of course he also spends time out in the community, participating in associations like IACP, sharing advice with other chiefs and providing active leadership on high-profile cases.

    Being chief is a juggling act making hard calls to balance the budget, keeping elected officials happy and giving his people the tools they need to be safe and successful. Sometimes he feels as much a politician as a policeman. To be an effective leader, he uses his past experience, recalling his days out on the streets, though he doesnt spend as much time there as he used to.

    Today he needs trusted lieutenants, captains and program managers to help keep him up to speed on challenges and opportunities regarding personnel, policy and equipment. He leans heavily on these trusted teammates when it comes to making big decisions and investments. They often do the research to help him to understand the options, make the best decision and justify or seek approval from the city council. He trusts those recommendations and champions them through all of the budgetary gatekeepers in order to provide the tools his agency needs to do its job well. Sheriff: The Sheriff is an elected official and therefore very politically motivated, but still likely a long-term law enforcement veteran, sharing many concerns and motivations with the Chief. His jurisdiction is county based-rather than city; what this means in practice varies wildly based on county (urban vs. rural, etc.).

    Jail Administrator: The Jail Administrator has been promoted up through the corrections system. He is very busy with the everyday workings of the jail, including managing dangerous situations. Hes tough and doesnt tolerate any BS. He feels under-appreciated and as an afterthought when it comes to technology and tools intended for use in jails. He answers to the parole board.

    Forensics Director: The Forensic Director is well educated in criminology and is tech savvy, always wishing for better tools for his team. He manages investigators, but still likes to help on cases. His deep knowledge base and use of facts and data helps convince elected officials about the importance of technology.

    Empower officers to be effective and safe

    Lower crime rates in the community

    Do the most good with the available budget

    Keep everyone happy to protect my career department, public and elected officials

    Its my responsibility to advocate for my people and promote department wins, but also discipline when needed I set the tone

    I want to stay true to my boots-on-the-ground roots nostalgia for my street cop days

    Im an experiential learner, most comfortable with traditional police work but open to technology that helps meet our objectives

    Above all, Im a public servant and believe that quality police work makes the community a better place

    Juggling the concerns the department, public and elected officials compromise

    Making hard decisions about what gets cut from the budget

    Bureaucracy, politics and slow processes in the way of doing what I believe is right

    Staying on top of trends in policy, processes and technology necessary for true leadership

    The anxiety and risk of any potential scandal or bad PR

    P R O G R A M M A N A G E R

    G O A L S V A L U E S A N D B E L I E F S F R U STR AT I O N S

    STAT SJOB TITLES: Program manager, sergeant, lieutenant

    MAJOR RESPONSIBILITIES: Managing team and budget, managing up to leadership, researching equipment and vendors, troubleshooting issues

    EXPERIENCE: 6-20 years




    MATT JONES, PROGRAM MANAGER If my people have everything they need to do their jobs, Ive done mine. Matt made program manager because hes driven, capable and efficient. He has field experience with technology and is knowledgeable about the benefits. He still feels most comfortable working alongside his teammates, but now they look to him for leadership when it comes to troubleshooting issues with equipment, processes and agency policy. Hes becoming more comfortable meeting with leadership to discuss project progress, successes and ongoing needs. Soon the confidence he feels in the field will extend into those conversations. Hes learning to choose his battles.

    Matt is under constant pressure to get more out of the team. In the field, they need several new technology tools to work reliably, efficiently and effectively. Any downtime slows the team to a screeching halt. When there are issues, Matt has the trusted account manager and customer service rep on speed-dial. He leverages online troubleshooting info, as well as advice he receives from other program managers around the country. He knows better technology and service are expensive, but prioritizes effectiveness and ease-of-use to make his life, and the lives of...