Content Strategy and Content Marketing

Some high level thoughts and best practices

BRAND DIGITAL CONTENT
 marketing
What
How do
is you
content
do it?
?strategy?
 CONTENT STRATEGY CONTENT MARKETING

A process for distributing content to

Planning for the creation, attract, acquire, and engage a clearly
delivery, and governance defined audience – with the objective
of useful, usable content of driving profitable action

THE NEW MARKETING

CURRENCY
It’s about the farmer. Not the tractor.
NOISE!
 Emotional Needs
Rational Needs
Products/Services
Your Brand

Consumer
Two questions:

What are their questions, problems, frustrations, goals,

beliefs and interests?
How can we help them?
 Do you have a documented content strategy?

Only 39% of companies have done this.

Those that do are 60% more effective.

Source: Content Marketing Institute

A STRATEGY FRAMEWORK
Know your
AUDIENCE
 An inconvenient truth:
AUDIENCE
They don’t care about you. They care about themselves.

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

“Business buyers don’t ‘buy’ your product. They ‘buy into’
your approach to solving their problem.
- Jeff Ernst, Forrester
AUDIENCE
AUDIENCE
AUDIENCE
Who is your most important audience?
ELECTRONIC MONITORING USER

KAREN THOMPSON, PAROLE OFFICER

“People deserve a second chance — but not at the expense of safety.”
Karen has a unique balance of toughness and compassion. Every day she works directly with people who’ve been convicted of crimes or are awaiting trial. She feels the weight of responsibility for
the safety of victims and the community, and also for the offenders she works to rehabilitate. Her days are busy and her phone rings day and night, particularly when offenders aren’t where they’re
supposed to be. She works hard under the belief that electronic monitoring is better for the community because, unlike incarceration, it saves money, It is also better for the offender because it
enables them to reintegrate into a productive life. But ultimately, offenders are responsible for their own actions.
Karen is responsible for 50-120 cases, leaving no time for equipment issues — it’s there to help her do her job. She’s not particularly tech savvy or mechanically inclined, so she needs the
software to be easy to use and the bracelets easy to put on. If she has an issue, she needs 24/7 support. False alarms in the middle of the night due to satellite changes, bad cell signals and
dead batteries are infuriating because it’s her phone that rings. Knowing she’s responsible for so many offenders in the community causes anxiety, but her strong belief in the value of reintegration
keeps her going.
Karen was not involved with the purchase of the current EM products, but she shares her thoughts, positive and especially negative, with her colleagues and superiors. She’d like to have more
influence but doesn’t know how. When Karen has time to research EM equipment, which isn’t often, she asks colleagues, searches online or attends vendor presentations. She’d like to go to
STATS
industry events, but the budget just isn’t there. She knows having the right equipment, policies and people in place are the only way to be successful.
EDUCATION: Sociology, psychology, social work, criminal justice
JOB TITLES: Parole officer, probation officer
GOALS VALUES AND BELIEFS F R U STR ATI O N S
MAJOR RESPONSIBILITIES: Setting up equipment, monitoring
offenders, interacting with offenders, reporting violations • Keep victims and the community safe • An effective EM program is a tremendous asset to the • Overwhelming caseload — often 100 cases or more
EXPERIENCE: 1-10 years • Make sure dozens of offenders are where they’re supposed to be community — it saves money and helps rehabilitate offenders • Calls in the middle of the night and signal issues due to equip-
• Avoid any crime perpetrated by offenders in her program • Rehabilitation is a worthwhile endeavor — juveniles and low-risk ment limitations and imperfections
DIMENSIONS offenders benefit from being home/in community vs. being • Bad publicity, misconceptions and a lack of communication/
• Help reform low-risk and juvenile offenders who want to
EASE-OF-USE COST / BENEFIT in prison influence, especially with judges and city council, about how
help themselves
CONTACT MANAGING • No amount of monitoring will help offenders who don’t want EM can/should work, how it can help
• Cope with stress and anxiety – this job is 24/7/365 and feels
W/CRIMINALS PROGRAM to change • Lack of budget for education and conferences
thankless at times
• EM technology is a powerful tool that helps me do my job • Current EM products aren’t perfect — lost signals, GPS satellite
STREET SMART POLITICALLY
AWARE changes, dated software, short battery life, little communication
with wearer, difficult installation
Know your Develop a
AUDIENCE KILLER POV
 Brand Strategy:
AUDIENCE POV
Define your purpose, and discover your story

Once this is done it becomes pretty clear what you need to do.
“People don’t buy what you do. They buy why you do it.”

- Simon Sinek
AUDIENCE POV
 Know your Develop a
AUDIENCE KILLER POV

The convergence of your audience needs, and your

killer POV, is fertile ground for great content that will
motivate your audience into valuable action.
 Know your Develop a
AUDIENCE KILLER POV

The right
CONTENT MIX
 The purpose of content:
AUDIENCE POV
Move them through their journey by being helpful
CONTENT
MIX

No one wants to read your brochure

“It’s no longer about brand first. It’s about giving consumers
content that adds value to their lives, and in return adds
value to us.”
- David Beebe, Marriott
Content Personas
AWARENESS PURCHASE

RATIONAL
TEACHER PROMOTER

Positions the brand as a thought leader. Advertises and explains your products and
Builds trust that our expertise is valuable. services. Answers specific questions about
Educates an audience in a way that is truly features and benefits. Persuades
useful and not focused on selling. customers to make purchase decisions.

STORYTELLER ADVOCATE

Connects with an audience in an emotional Enhances discovery and awareness.

way. Illuminates shared feelings and Champions a larger idea in a way that
beliefs. Focuses on changing a belief about inspires people to engage. Elevates a
a particular thing. category by attracting followers.
EMOTIVE
 PURPOSE TOPICS FORMATS/PRODUCTION DISTRIBUTION CHANNEL INFORMATION SOURCES WORKFLOW/BUDGET

TEACHER

PROMOTER

STORYTELLER

ADVOCATE
 Know your Develop a
AUDIENCE KILLER POV

The right Drive toward

CONTENT MIX CONVERSION
“Content marketing is all the marketing that’s left.”
- Seth Godin
Critical Pivot

Content Content
Repository Marketing

A process for creating and distributing relevant and

A collection of valuable content for a broad, valuable content to attract, acquire, and engage a clearly
undefined audience to browse and consume. defined and understood target audience – with
the objective of driving profitable action.

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 Know what matters:
AUDIENCE POV
Reach is good. Engagement is better. Conversions matter.
CONTENT
MIX METRICS

VALUE
Mapping Content to the Journey

BUYER NEEDS/GOALS CONTENT

AWARE
CONVERSION OPPORTUNITY

CONSIDER

CONVERSION OPPORTUNITY

BUY

CONVERSION OPPORTUNITY

REPEAT

CONVERSION OPPORTUNITY

ADVOCATE
AUDIENCE POV

CONTENT
MIX METRICS
Was it successful?
Fuel investment in content by showing that it delivers business value.