THE CONTENT STRATEGY PLAYBOOK - by Archana Jhangiani

Views:
 
Category: Entertainment
     
 

Presentation Description

In a chaotic world, where storytelling, marketing, advertising & technology are beginning to intersect, the importance of branded content is rising. A deeper partnership with relevant content surely fast-tracks brand advocacy and growth. But content marketing is not new. Brands have invested for many years in content, such as long-form film, advertiser-funded programming, advertorials or branded magazines. However several things have now evolved, including the types of brand investing in it and the mindset of the marketers behind it. Today, Brands think more like publishers and build strategies around content production and distribution. This deck focuses on the importance and showcases the process of creating a robust content strategy.

Comments

By: dankan (62 month(s) ago)

very nice presentation.

Presentation Transcript

slide 1:

THE PLAYBOOK CONTENT STRA TEGY ©in.linkedin.com/in/archanajhangiani/ The why and how to build a robust content strategy roadmap by Archana Jhangiani

slide 2:

intr oduction In a chaotic world where storytelling marketing advertising technology are beginning to intersect the importance of branded content is rising. A deeper partnership with relevant content surely fast-tracks brand advocacy and growth. But content marketing is not new. Brands have invested for many years in content such as long-form lm advertiser-funded programming advertorials or branded magazines. However several things have now evolved including the types of brand investing in it and the mindset of the marketers behind it. Today Brands think more like publishers and build strategies around content production and distribution. This deck focuses on the importance and showcases the process of creating a robust content strategy.

slide 3:

The REVOLUTION

slide 4:

PRINT OOH TV IN STORE POP DIRECT MAIL WEB PR RADIO PRINT OOH TV IN STORE POP DIRECT MAIL WEB PR RADIO e- COMM BLOG MOBILE DISPLAY GAMES CINEMA SOCIAL MEDIA SEARCH APPS TEXT MSGS YESTERDAY’S MARKETING A ONE DIRECTION PUSH TO CONSUMER TODAY’S MARKETING CONSUMER MOVED TO MIDDLE MEDIA IS MORE INTERACTIVE VS ©in.linkedin.com/in/archanajhangiani/

slide 5:

IS CREATING AND DISTRIBUTING RELEVANT STIMULI TO ATTRACT ACQUIRE AND ENGAGE A TARGET AUDIENCE TO DRIVE PROFITABLE CUSTOMER ACTION ©in.linkedin.com/in/archanajhangiani/

slide 8:

Content Marketing is a "what“ Content Strategy is a "how" CONTENT MARKETING FOCUS AUDIENCE TARGETING CONCEPT IDEATION CONTENT DELIVERY CONTENT PROMOTION CAMPAIGN DEVELOPMENT CONTENT PLANNING PROCESS DESIGN PERSONA VALIDATION CONTENT AUDIT COLLABERATION OUTREACH MEASUREMENT CONTENT STRATEGY but CONTENT MARKETING IS NOT CONTENT STRATEGY CONTENT MARKETING IS LIKE BAKING A CAKE FOR A PARTY IT IS THE CREATION AND SHARING OF CONTENT TO ATTRACT ENGAGE DEFINED AUDIENCES WITH THE GOAL TO INFORM EDUCATE AND PERSUADE PROSPECTS TO EVENTUALLY BECOME SALES CONTENT STRATEGY IS LIKE RUNNING A BAKERY CONTENT STRATEGY DEFINES THE WHY WHAT AND HOW CONTENT WILL BE CONCEIVED CREATED AND MANAGE. PROPER CONTENT STRATEGY ENABLES CONTENT MARKETING SUCCESS ©in.linkedin.com/in/archanajhangiani/

slide 9:

JUST 39 OF RESPONDENTS SAID THEY HAD A DOCUMENTED STRATEGY FOR THEIR CONTENT SUGGESTING THAT CONTENT PRODUCTION IS OFTEN NOT ALIGNED WITH CORE MARKETING OBJECTIVES. The Strategic disCONNECT

slide 11:

These strategies are not necessarily exclusive and can easily dove-tail into each other ways to use CONTENT 3 …Advertising ideas replaced by content ideas activated in different ways across different media channels …Content formats that are essentially created for social media conversations …Focuses on role of different content formats at various stages of consumer cycle ©in.linkedin.com/in/archanajhangiani/

slide 12:

Despite the importance of a documented content strategy most brands do not have a clearly-articulated plan or a Content Road Map. The process to create and deploy a robust content program includes these four key stages The necessary ingredients 1.  DISCOVERY ASSESSMENT 2.  STRATEGY DEVELOPMENT 3.  DELIVERY 4.  MEASUREMENT ©in.linkedin.com/in/archanajhangiani/

slide 13:

1.  DISCOVERY ASSESSMENT 2.  STRATEGY DEVELOPMENT 3.  EXECUTION 4.  MEASUREMENT This approach to dene all aspects is guaranteed to surface the brand’s most acute content needs and best opportunities §  BUSINESS KPIS §  BRAND GOALS CHARACTER §  TARGET AUDIENCE INSIGHTS §  CONTENT TRENDS ©in.linkedin.com/in/archanajhangiani/

slide 14:

1. ACQUISITION 2. AWARENESS 3. ADVOCACY 4. CONSIDERATION 5. INSIGHTS 6. LOYALTY 7. CUSTOMER SERVICE 1. MISSION VALUES 2. BEHAVIOUR 4. INNOVATION 5. DIFFERENTIATION 7. SUCCESS PARAMETERS 8. VOICE TONALITY 9. PERSONIFICATION 10. CULTURAL CONNECT 1. MARKET PLACE TRENDS 2. COMPETITIVE TRENDS 4. CONSUMER TRENDS 5. DIFFERENTIATION 7. DESIGN TRENDS STATUS STATUS BEHAVIOR STATUS MINDSET STATUS DEMOGRAPHICS STATUS eg. Recent interactions/activity Immediate need Media context BEHAVIOUR eg. Media consumption patterns and preferences Product usage description MINDSET eg. Media consumption patterns and preferences Product usage description DEMOGRAPPHICS eg. Gender/age/lifestage Income prole Ethnicity Language ©in.linkedin.com/in/archanajhangiani/

slide 15:

1.  DISCOVERY ASSESSMENT 2.  STRATEGY DEVELOPMENT 3.  EXECUTION 4.  MEASUREMENT §  CONSUMER JOURNEY §  CONTENT AUDIT §  ROLE SCOPE §  COMPETITIVE ASSESSMENT §  TECHNOLOGY READINESS §  CONTENT ARCHITECTURE §  ENGAGEMENT BRIEF §  CONTENT ROADMAP This is where we begin to leverage the insights to distinguish the brand’s content program ©in.linkedin.com/in/archanajhangiani/

slide 16:

It entails identifying the stages for the brand’s particular purchase decision process as well as the rational emotional needs of the audience at each stage Understanding the consumer journey Consumers are moving outside the purchasing funnel—changing the way they research and buy your products ©in.linkedin.com/in/archanajhangiani/

slide 17:

We often say that content strategy is about getting the right content to the right people at the right time. “Right content” in that phrase is usually taken to mean relevant timely useful—all good things. But what about actual content quality A content audit is usually dened as the qualitative view of the content. While data such as analytics can be very useful in evaluating quality there are also the more traditionally editorial measures such as assessing against brand guidelines style guides and voice and tone. Content Audit -  WELL-SCRIPTED -  UNIQUE -  ACCURATE -  FRESH -  VISUALLY APPEALING -  COHESIVE -  RELEVANT -  RESONATING -  ACTIONABLE -  INTERACTIVE -  IMPACTFUL -  PROVOCATIVE REFLECTS BRAND’S -  VALUES -  TONALITY -  PERSONALITY -  VISUAL IDENTITY -  CONTEXTUAL -  EDUCATIVE -  SHARE-WORTHY -  EMOTIVE -  DELIGHTFUL -  INSIGHTFUL HIGH QUALITY ENGAGING ENRICHING ON BRAND ©in.linkedin.com/in/archanajhangiani/

slide 18:

Role scope While content is usually used to personify the brand dening the role and scope of content is highly imperative for a successful outcome. INCLUSIVE EASY ACCESS INTERACTION TELLS STORIES PERSONALIZES THE BRAND EXPERIENCE UNIQUE PARTICIPATIVE CREATE INFLUENCE INTERACT CONSUME THE CONTENT EXPERIENCE HIERARCHY ©in.linkedin.com/in/archanajhangiani/

slide 19:

Content architecture CONTENT STRATEGY CONTENT ARCHITECTURE CONTENT MANAGEMENT The Content Architecture provides a critical construct for expressing the brand’s content strategy in the media. It determines how content “shows up” in the consumer realm. Art creativity science and discipline all have a role to play. It is assembled in three phases which build on each other. STORYLINE Narrative Storyboarding Packaging.. THEMATIC Context Culture Relevance.. STRATEGIC INPUTS Goals Role Research Trends Insights Audit.. PRODUCT PERSONALITY Differentiation character attitude ROADMAP What How When Why.. TACTICS Media Elements Channel Selection Distribution.. PHASE 2 PHASE 3 PRODUCT PERSONALITY Differentiation Character Attitude Voice.. BRAND DEFINITION Identity Personality Differentiation Attitude Tone... PHASE 1 ©in.linkedin.com/in/archanajhangiani/

slide 20:

Content strategy roadmap LOYALTY ENGAGEMENT RETENTION ENGAGEMENT RETENTION AWARENESS ACQUISITION PRIMARY TG SECONDARY TG INFLUENCERS PRIMARY TG INFLUENCERS PRIMARY TG PAID 20 OWNED 50 EARNED 30 PAID 50 OWNED 30 EARNED 20 PAID 70 OWNED 20 EARNED 10 CONTENT MEDIA COMMUNITY INT/EXT CONTENT MEDIA COMMUNITY EXT CONTENT MEDIA ROBUST SURGE CUSTOMISATION LOYALTY PILOT WIDER SURGE CUSTOMISATION PILOT CONSIDERATION SURGE M U L T I - C H A N N E L OPTIMIZATION REAL-TIME PANEL PILOT TESTING ENGAGEMENT SCORE ROI MODEL PILOT TESTING ENGAGEMENT SCORE FOCUS / JTBD AUDIENCE / TARGET DISTRIBUTION PARTNERSHIP ASSET CREATION MEASUREMENT YEAR 1 YEAR 2 YEAR 3 ©in.linkedin.com/in/archanajhangiani/ Sample template for a 3 year roadmap

slide 21:

Inspiration

slide 22:

It might not make sense that a product made of carbonated sugar water is among the most iconic brands on earth but there you have it. With more than 1.8 billion daily servings in over 200 countries Coca-Cola has managed to become so much more than bubbles. Over the span of its 128 years the brand has transitioned away from hard sell slogans to embrace higher-order brand values like happiness and well-being

slide 23:

With the Red Bull Content Pool the Red Bull Media House offers a unique media platform presenting its broad-asset portfolio in the elds of print TV lm online and mobile- from thrilling sports to lifestyle and from culture to ground-breaking photography RED BULL CONTENT POOL FEATURES MORE THAN 90000 HIGH-QUALITY PHOTOS AND OVER 15000 HD VIDEOS

slide 24:

author : ARCHANA JHANGIANI Partner Invention Brand Solutions-Unilever- Mindshare GroupM TravelJunkie I Blogger I Photographer I Marketer I Content specialist I Architect I Designer For over 12 years been delivering experiential solutions better quality consumer conversations and relationships for customer-centric brand environments FMCG Retail Hospitality Media and Entertainment Get more insights on branded content on http://brandedcontentrises.blogspot.in/ For more on Archana check out in.linkedin.com/in/archanajhangiani/ or follow on Twitter archangeler

authorStream Live Help