Content Marketing and Content Strategy: A Peaceful Coexistence? презентация

pieces of content
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178 social media properties, plus websites, blogs and live events.

--The Altimeter Group (2013)

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York Times (1988)

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ComScore

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attention
Lack of brand loyalty
Social sharing

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a superhero

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Rise; Glacial Melting and Sealevel Rise; Ocean Acidity; Ozone Holes; Vegetation Response
Introduction
"Global change". "Greenhouse effect". "Global warming". The media are full of statements, concerns, guesses, and speculation about these phenomena, as scientists and policy-makers around the world struggle to address recent scientific observations that indicate human activities impact our environment. And yet, each of these is a "natural" phenomenon, as are many others. Hurricanes, droughts, and monsoons all occur without any control by humans to initiate, forestall or moderate them. Most readers of this Tutorial already know that global warming is literally a "hot" topic. For those still with relative unfamiliarity, we recommend this Wikpedia review: effects of global warming. This page considers the nature of and evidence for global warming. There seems almost no doubt that the Earth's climate has been steadily warming overall in the last hundred years: global warming is a fact - a reality. The nagging question - still unanswered to everyone's satisfaction - is: How much of the quantified increase of about 1° C in that time interval is just due to a natural trend probably related to glacial cycles (which themselves are temperature-dependent) and how much is additional warming accelerated by human activity as the industrial revolution reaches rapidly increasing levels? The present page provides an overview of some of the answers to this question. Since it was first written, the writer (NMS) has encountered new lines of evidence - pro and con. Rather than try to splice these into the text, I have elected to add a new page (16-2a), accessed at the bottom of this page. Most people who follow the news accounts of global warming have come to realize that the primary culprit is human contributions of heat-affecting gases into the atmosphere as these are released by everyday processes such as burning coal to produce electricity and consuming gasoline to run automobiles. The most blamed gas is carbon dioxide (CO2), but carbon monoxide, methane, sulphur dioxide, and other gases also contribute. The United States is often cited as the principal polluting nation, although now China and India - each with more than a billion people, many of whom are now driving cars - are becoming major players. In the U.S., cities and surrounding metropolitan areas are the chief sources of CO2, as evident in this map made from ground and aerial sounding monitors but also containing some input from satellite measurements

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you?
What are you trying to say?
When do you say it?
Where do you say it?

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different phases of a content strategy?
Plan
Create
Publish
Distribute
Analyze
Govern

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Workflow: How do we create a repeatable, sustainable content lifecycle?

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speaking?

Who are we? (as a brand?)

What are we trying to say?

How do we say it?

When and where do we say it?

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you speaking? →

Who are you? →

What are you trying to say? →

How do you say it? →

When and where do you say it? →

Content Strategy Tools

Personas

Identity Pillars

Messaging Architecture

Voice/Tone

Editorial Calendar

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important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient

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awesome helpful convenient

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awesome helpful convenient

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awesome helpful convenient

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and managing content that clearly defines roles and responsibilities for content within your organization.

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bees to a blossoming flower
Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact
Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base
Drive profitable action: Clearly align your content creation and distribution efforts with your business goals

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of past projects: Let’s examine 1 or 2 projects
Incorporate what you’ve learned: What can we change?

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It demands a consistency of thought, of purpose, and of action over a long period of time.”

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ahavaleibtag

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THANK YOU!