{"id":16,"date":"2015-05-21T17:19:02","date_gmt":"2015-05-21T17:19:02","guid":{"rendered":"http:\/\/www.shannon-leahy.com\/blog\/?p=16"},"modified":"2015-05-21T18:46:00","modified_gmt":"2015-05-21T18:46:00","slug":"ahava-leibtag-use-the-secrets-of-content-strategy-to-turbocharge-your-content-marketing","status":"publish","type":"post","link":"http:\/\/www.shannon-leahy.com\/blog\/ahava-leibtag-use-the-secrets-of-content-strategy-to-turbocharge-your-content-marketing\/","title":{"rendered":"Ahava Leibtag: Use the Secrets of Content Strategy to Turbocharge Your Content Marketing"},"content":{"rendered":"<p><a href=\"https:\/\/twitter.com\/ahaval\" target=\"_blank\">Ahava Leibtag<\/a>\u00a0, Principal\u00a0at\u00a0Aha Media Group, challenges us to channel our inner Steve Jobs\u00a0and\u00a0<a href=\"http:\/\/www.slideshare.net\/ahamediagroup\/use-the-secrets-of-content-strategy-to-turbocharge-your-content-marketing\" target=\"_blank\">&#8220;focus on the pocket.&#8221;<\/a><\/p>\n<p><!--more--><\/p>\n<h2>Challenges The Content World&#8217;s Facing<\/h2>\n<ul>\n<li><strong>Challenge #1: Is quality content out there?<\/strong>\n<ul>\n<li>As the web has grown and everyone can be a publisher, demands on content professionals have grown dramatically<\/li>\n<li>Tons of content out there now; not all of it is useful, usable<\/li>\n<\/ul>\n<\/li>\n<li><strong>Challenge #2: Is the content we&#8217;re producing strategic?<\/strong>\n<ul>\n<li>Oreo&#8217;s infamous Superbowl tweet\n<ul>\n<li>Did it actually contribute to sales?<\/li>\n<\/ul>\n<\/li>\n<li>Arby&#8217;s and Pharrel&#8217;s hat\n<ul>\n<li>Cute, clever &#8211; but did it do anything?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li>Challenge #3: Making sense of, and using, traditional marketing tools<\/li>\n<\/ul>\n<h2>Content Strategy&#8217;s Core Model<\/h2>\n<p>Old (incomplete):<\/p>\n<ol>\n<li>Align with business objectives<\/li>\n<li>Support users in accomplishing tasks<\/li>\n<\/ol>\n<p>New:<\/p>\n<ol>\n<li>Align with business objectives<\/li>\n<li>Support users in accomplishing tasks<\/li>\n<li>Find the why<\/li>\n<\/ol>\n<h2>A Lesson from Apple and Steve Jobs<\/h2>\n<ul>\n<li>In introducing the iPod, didn&#8217;t go &#8220;feature dumping&#8221; on gigabytes and sleek design<\/li>\n<li>&#8220;1,000 songs in your pocket&#8221;\n<ul>\n<li>Steve Jobs taps into the benefits to you<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2>The Golden Circle<\/h2>\n<ul>\n<li>Simon Sinek &#8211; <em>Start with Why<\/em><\/li>\n<li>Why surronded by how surrounded by what<\/li>\n<li>Emotional doorway into making our content great<\/li>\n<\/ul>\n<h2>3 Parts of the Human Brain<\/h2>\n<ul>\n<li>Reptilian: body temp, breathing, etc.<\/li>\n<li>Midbrain and hindbrain: limbic system, decision making, drives human behavior, no capacity for language<\/li>\n<li>Neocortex: rational and analytics, language center<\/li>\n<\/ul>\n<h2>The Rally Cry<\/h2>\n<ul>\n<li>Build from the inside out and<strong> create content\u00a0that move people<\/strong><\/li>\n<li>Start with the why, the emotion<\/li>\n<\/ul>\n<h2>Inspiration Marketing<\/h2>\n<ul>\n<li>&#8220;Financial services for the rest of us&#8221;\n<ul>\n<li>Huh? What does that mean?<\/li>\n<\/ul>\n<\/li>\n<li>Carbonite: &#8220;Pursue your passion. We&#8217;ll protect it.&#8221;\n<ul>\n<li>Not leading with features, starting with an emotional hook<\/li>\n<\/ul>\n<\/li>\n<li>Time: &#8220;Help us tell stories that make a difference&#8221;<\/li>\n<li>Use content to guide people through a decision\n<ol>\n<li>Need<\/li>\n<li>Awareness<\/li>\n<li>Engagement<\/li>\n<li>Decision<\/li>\n<\/ol>\n<\/li>\n<li>Unconscious incompetence &lt;&#8211;&gt; consicous incompetence &lt;&#8211;&gt; conscious competence &lt;&#8211;&gt; unconscious competence<\/li>\n<\/ul>\n<h2>Content Strategy<\/h2>\n<h3>3 Parts of Content Strategy<\/h3>\n<ol>\n<li>External messaging: answer the 5 essential questions\n<ol>\n<li>To whom are you talking?<\/li>\n<li>Who are you?<\/li>\n<li>What are you trying to say?<\/li>\n<li>How do you say it?<\/li>\n<li>Where and when do you say it?<\/li>\n<\/ol>\n<\/li>\n<li>Internal workflow: how do we create a repeatable, sustainable content lifecycle?\n<ul>\n<li>Plan<\/li>\n<li>Create<\/li>\n<li>Publish<\/li>\n<li>Distribute<\/li>\n<li>Analyze<\/li>\n<li>Govern<\/li>\n<\/ul>\n<\/li>\n<li>Technological delivery of content: how do we control display and delivery of content?\n<ul>\n<li>XML<\/li>\n<li>DITA<\/li>\n<li>Metadata<\/li>\n<li>Structured content<\/li>\n<li>Adaptive content<\/li>\n<li>Content modeling<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h3>Editorial Toolkit<\/h3>\n<ol>\n<li>To whom are you speaking\n<ul>\n<li>Personas\n<ul>\n<li>Starbucks uses data to build their personas<\/li>\n<li>Not interested in 24 YO in Manhattan &#8211; where do people go? why?<\/li>\n<\/ul>\n<\/li>\n<li>User journey maps<\/li>\n<li>Amazon leaves empty chair in meetings to represent the customer<\/li>\n<\/ul>\n<\/li>\n<li>Who are you?\n<ul>\n<li>Brand pillars\n<ul>\n<li>Brands have 4\n<ul>\n<li>Are they the 4 you want?<\/li>\n<li>Evaluate 4 current identity pillars and determine what you want your future identity pillars to be<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li>What are you trying to say?\n<ul>\n<li>Messaging architecture\n<ul>\n<li>MA shows current content pillars, future content pillars, articulation statement, and messaging<\/li>\n<li>Articulate how you will move from current to future pillar<\/li>\n<li>Messaging: without facts, content is flabby<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li>How do you say it?\n<ul>\n<li>Voice and tone<\/li>\n<li>Example: Nordstrom Rack\n<ul>\n<li>Dressing room hooks\n<ul>\n<li>Love it.<\/li>\n<li>Um, not sure.<\/li>\n<li>Notice: there&#8217;s no &#8220;No way in hell&#8221; option. (They want you to walk out with something!)<\/li>\n<\/ul>\n<\/li>\n<li>&#8220;Don&#8217;t steal. It&#8217;s bad karma. Plus, shoplifters will be prosecuted.&#8221;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li>Where and when do you say it?\n<ul>\n<li>Editorial calendar<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h2>Defining Content Marketing<\/h2>\n<ul>\n<li>Content marketing builds relationships<\/li>\n<li>Content strategy builds the conversations that build those relationships<\/li>\n<\/ul>\n<h3>Goals of Content Marketing<\/h3>\n<ol>\n<li>Attract<\/li>\n<li>Acquire<\/li>\n<li>Engage or connect<\/li>\n<li>Drive profitable action\n<ul>\n<li>Sales happen\u00a0when you&#8217;ve earned someone&#8217;s trust<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h2>The Why<\/h2>\n<p>Find the why and shout it from the rooftops<\/p>\n<ul>\n<li>Caterpillar &#8211; Jenga Trial<\/li>\n<li>Phillips &#8211; Explore lighting by room tool<\/li>\n<li>DocuSign \u00a0landing page &#8211;\u00a0taking the pain out of paperwork<\/li>\n<li>Farmers Insurance &#8211; interactive tool to find out how to protect your home (e.g., winter weather checklist)<\/li>\n<li>Facebook employee handbook (red book) &#8211; &#8220;If we don&#8217;t create the thing that kills Facebook, someone else will.&#8221;<\/li>\n<\/ul>\n<h2>Our Role<\/h2>\n<p>Teach people. Guide them.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ahava Leibtag\u00a0, Principal\u00a0at\u00a0Aha Media Group, challenges us to channel our inner Steve Jobs\u00a0and\u00a0&#8220;focus on the pocket.&#8221;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-16","post","type-post","status-publish","format-standard","hentry","category-confabmn"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"http:\/\/www.shannon-leahy.com\/blog\/wp-json\/wp\/v2\/posts\/16","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.shannon-leahy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.shannon-leahy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.shannon-leahy.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.shannon-leahy.com\/blog\/wp-json\/wp\/v2\/comments?post=16"}],"version-history":[{"count":2,"href":"http:\/\/www.shannon-leahy.com\/blog\/wp-json\/wp\/v2\/posts\/16\/revisions"}],"predecessor-version":[{"id":21,"href":"http:\/\/www.shannon-leahy.com\/blog\/wp-json\/wp\/v2\/posts\/16\/revisions\/21"}],"wp:attachment":[{"href":"http:\/\/www.shannon-leahy.com\/blog\/wp-json\/wp\/v2\/media?parent=16"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.shannon-leahy.com\/blog\/wp-json\/wp\/v2\/categories?post=16"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.shannon-leahy.com\/blog\/wp-json\/wp\/v2\/tags?post=16"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}