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@ahavaL #confabMN презентация
Содержание
- 1. @ahavaL #confabMN
- 2. CHALLENGE #1
- 6. Challenge #2
- 12. incomplete
- 13. About the brand/not about the buyer
- 14. Challenge #3
- 15. Email Addresses/Contacts Engaged Prospect & Recycled Lead
- 16. Suspects Prospects Leads Opportunities
- 18. Content Strategy’s Core Model Align with business
- 19. Focus on the Pocket: Use the
- 20. October 23, 2001
- 25. 3 Parts of the Human Brain
- 26. WHY? HOW? WHAT?
- 28. Build content that moves from the inside out and moves people
- 29. Business Goals User Tasks
- 30. Business Goals Find the Why User Tasks
- 31. Inspiration Marketing™
- 32. What is Inspiration Marketing™?
- 37. A JOURNEY?
- 41. Business Goals Find the Why User Tasks
- 42. Today Define content strategy Build tools to
- 43. DEFINE CONTENT STRATEGY
- 44. Content Strategy: Align with business objectives Support users in accomplishing tasks Business Goals User Tasks
- 45. Content Strategy Has 3 Parts External Messaging:
- 46. #1: Editorial/Brand All organizations need to
- 47. #2: Workflow They also need to know:
- 48. #3: Technical Display/Delivery of Content XML DITA Metadata Structured content Adaptive content Content modeling
- 50. If you want to teach people a
- 51. The 5 Essential Questions
- 52. 5 Essential Questions 1. To whom are you speaking?
- 53. To Whom Are you Speaking?
- 60. 5 Essential Questions To whom are you speaking? Who are you as a brand?
- 61. Who are you as a brand?
- 67. Identity Pillars
- 68. Identity Pillars
- 69. Identity Pillars
- 70. 5 Essential Questions To whom are you
- 71. What are you trying to say?
- 72. Messaging Architecture
- 73. Messaging Architecture
- 74. Messaging Architecture
- 75. Messaging Architecture
- 76. Messaging Architecture
- 77. Messaging Architecture
- 78. 5 Essential Questions To whom are you
- 79. How do you say it?
- 80. Voice and Tone We are: sophisticated innovative
- 81. Voice and Tone We are: sophisticated innovative
- 82. Voice and Tone We are: sophisticated innovative
- 87. 5 Essential Questions To whom are you
- 88. When and where do you say it?
- 89. Editorial Calendar
- 90. DEFINE CONTENT MARKETING
- 91. Goals of content marketing Attract Acquire Engage or connect Drive profitable action
- 92. If content marketing builds relationships, content strategy builds conversations.
- 93. A NEW PARADIGM
- 94. WHY? HOW? WHAT?
- 108. FIND THE WHY.
- 109. Business Goals Find the Why User Tasks
- 111. Summary Content challenges: too much, boring, incomplete,
- 112. Focus on the Pocket: Use the
- 113. Thank you! Ahava Leibtag Aha Media Group www.ahamediagroup.com ahavaL Linkedin Facebook
CHALLENGE #1
Слайд 15Email Addresses/Contacts
Engaged
Prospect & Recycled
Lead
Sales Lead
Opportunity
Customer
Emails/Contacts: Not yet leads, just have entered
the funnel
Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post
Prospect: Qualified but are not ready to buy (decision makers?)
Lead: Prospects that show enough behavioral engagement that we want to call them
Sales lead: Qualified by sales
Opportunity: Part of the active pipeline
Customer: They have bought an solution
Upsell and retain: Keep them buying
Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post
Prospect: Qualified but are not ready to buy (decision makers?)
Lead: Prospects that show enough behavioral engagement that we want to call them
Sales lead: Qualified by sales
Opportunity: Part of the active pipeline
Customer: They have bought an solution
Upsell and retain: Keep them buying
Sales Funnel
Marketing
Sales
Nurturing Database
Слайд 18Content Strategy’s Core Model
Align with business objectives
Support users in accomplishing tasks
Business
Goals
User Tasks
User Tasks
Слайд 19Focus on the Pocket: Use the secrets of content strategy to
turbocharge your content marketing
Confab Central
Ahava Leibtag, President
Aha Media Group
May 21 2015
Слайд 253 Parts of the Human Brain
Neocortex: rational and analytical, language
center
Midbrain & Hindbrain: limbic system, decision making, drives human behavior. Has no capacity for language.
Midbrain & Hindbrain: limbic system, decision making, drives human behavior. Has no capacity for language.
Слайд 42Today
Define content strategy
Build tools to organize our systems
Define content marketing
Learn to
move from the inside out
Слайд 44Content Strategy:
Align with business objectives
Support users in accomplishing tasks
Business Goals
User Tasks
Слайд 45Content Strategy Has 3 Parts
External Messaging: Answer the 5 essential questions
Internal
Workflow: How do we create a repeatable, sustainable content lifecycle?
Technological Delivery of Content: How do we control the display and delivery of content?
Technological Delivery of Content: How do we control the display and delivery of content?
Слайд 46#1: Editorial/Brand
All organizations need to know:
To whom are you talking?
Who
are you?
What are you trying to say?
How do you say it?
When and where do you say it?
What are you trying to say?
How do you say it?
When and where do you say it?
Слайд 47#2: Workflow
They also need to know:
Internally who is responsible for all
the different phases of a content strategy?
Plan
Create
Publish
Distribute
Analyze
Govern
Plan
Create
Publish
Distribute
Analyze
Govern
Слайд 48#3: Technical Display/Delivery of Content
XML
DITA
Metadata
Structured content
Adaptive content
Content modeling
Слайд 50If you want to teach people a new way of thinking,
don’t bother trying to teach them. Instead, give them a tool, the use of which will lead to new ways of thinking.
R. Buckminster Fuller
Designer, inventor, futurist
Слайд 705 Essential Questions
To whom are you speaking?
Who are you as a
brand?
What are you trying to say?
What are you trying to say?
Слайд 785 Essential Questions
To whom are you speaking?
Who are you as a
brand?
What are you trying to say?
How do you say it?
What are you trying to say?
How do you say it?
Слайд 80Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster
sarcastic sympathetic
empathetic awesome helpful convenient
empathetic awesome helpful convenient
Слайд 81Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster
sarcastic sympathetic
empathetic awesome helpful convenient
empathetic awesome helpful convenient
Слайд 82Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster
sarcastic sympathetic
empathetic awesome helpful convenient
empathetic awesome helpful convenient
Слайд 875 Essential Questions
To whom are you speaking?
Who are you as a
brand?
What are you trying to say?
How do you say it?
When and where do you say it?
What are you trying to say?
How do you say it?
When and where do you say it?
Слайд 111Summary
Content challenges: too much, boring, incomplete, not strategic
What is content strategy?
How
can we build strategic conversations?
What is content marketing?
How do we start with the why to open an emotional doorway?
What is content marketing?
How do we start with the why to open an emotional doorway?
Слайд 112Focus on the Pocket: Use the secrets of content strategy to
turbocharge your content marketing
Confab Central
Ahava Leibtag, President
Aha Media Group
May 21 2015
