Winning the Work: Making the Case for Content Strategy
Download as PPTX, PDF0 likes1,019 views
The document discusses strategies for making the case for content strategy work. It argues that content is a conversation that reveals an organization's identity. It recommends six approaches: 1) demystify content strategy; 2) be honest when assessing an organization's maturity; 3) ask thoughtful questions to understand needs; 4) guide rather than dictate solutions; 5) take small, iterative steps; and 6) manage expectations by acknowledging the challenges. The overall message is that content strategy is a process of discovery requiring transparency, empathy and patience.
1 of 57
Download to read offline
Recommended
Five Whys - Devoxx UK 2014
Five Whys - Devoxx UK 2014Andrew Harmel Law
Ìý
The presentation I gave at Devoxx UK 2014, subtitled "Counter-Intuitive Solutions to (All-Too-Common) ProblemsFrom Aha! to Eureka Smartees Webinar
From Aha! to Eureka Smartees WebinarInSites on Stage
Ìý
The presentation elaborates on consumer insights, including what they are and how companies can mine them and activate them. It discusses how insights can be obtained from various sources using different research techniques. It also addresses how companies can transition to becoming more insight-driven organizations that use insights to gain a competitive advantage. The presentation provides examples and strategies for activating insights across business operations to impact business performance.Take a Test Drive of Acceptance Test-Driven Development
Take a Test Drive of Acceptance Test-Driven DevelopmentTechWell
Ìý
The practice of agile software development requires a clear understanding of business needs. Misunderstanding requirements causes waste, slipped schedules, and mistrust within the organization. Jared Richardson shows how good acceptance tests can reduce misunderstanding of requirements. A testable requirement provides a single source that serves as the analysis document, acceptance criteria, regression test suite, and progress-tracker for any given feature. Jared explores the creation, evaluation, and use of testable requirements by the business and developers. Learn how to transform requirements into stories—small units of work—that have business value, small implementation effort, and easy to understand acceptance tests. This tutorial features an interactive exercise that starts with a high level feature, decomposes it into stories, applies acceptance tests to those stories, and estimates the stories for business value and implementation effort. The exercise demonstrates how big requirement stories can be decomposed into business-facing stories, rather than technical tasks that are not understood by the business.Navigating Stages of Hyper-Growth
Navigating Stages of Hyper-GrowthRichard Lennox
Ìý
The document discusses navigating stages of change and growth for a business. It notes that change is constant, what worked yesterday may be painful today and broken tomorrow. It advises that revenue is a lagging indicator while usage is a leading indicator, and that inflection points are inevitable and frequent. The document concludes by stating the importance of continual improvement, timing changes right by looking to leading indicators, and relying on one's team.Service Ownership at Slack - Agile 2019 conference August 2019
Service Ownership at Slack - Agile 2019 conference August 2019Holly Allen
Ìý
This document summarizes Holly Allen's presentation about Slack's transition from centralized operations to empowered service ownership. It describes how Slack grew rapidly from a small team to thousands of employees and servers worldwide in just 5 years. This caused their centralized operations model to become overwhelmed. Slack transitioned to having development teams take ownership of services through practices like all teams being on-call and running "Disasterpiece Theater" exercises to test system reliability. This empowered continuous improvement and helped Slack scale operations through shared responsibility and learning.The customer universe – med Gerry McGovern
The customer universe – med Gerry McGovernwebdagene
Ìý
A UN study from 1995 and 2016 found that the percentage of people considered "incredibly stupid" or "stupid" decreased from 60% to 50% while the percentage considered "clever" or "incredibly clever" increased from 40% to 50%. Most organizations want customers to do what the organization wants but customers actually want simplicity and only click on 5% of what organizations present. Successful teams spend 2 hours every 6 weeks directly with customers.Tiad : Continuous Learning
Tiad : Continuous LearningThe Incredible Automation Day
Ìý
This document discusses the TIAD organization and their work in information technology. It is a small team with innovative ideas working on paradigm shifts in IT delivery and jobs. They are exploring how automation and innovation can change IT work through agile and prototyping approaches while maintaining stability, in order to find purposeful answers to planned obsolescence in technology.Digital Transformation
Digital TransformationSteve Hilton
Ìý
This talk will examine Digital Transformation and explain how you can take advantage.

We will explain the science of Digital Transformation and the impact on different organisations.The Case for Content Marketing
The Case for Content MarketingKuration
Ìý
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain an audience and drive action. By 2020, there will be 4 billion smartphones globally, with 4 out of 5 adults connected to the internet, showing how mobile and social media have changed consumer behavior. The rise of the social mobile consumer means marketers need to engage audiences with useful content that can be easily consumed and shared on mobile devices.Making the case for content
Making the case for contentChad Story
Ìý
1. The document discusses how to build an effective content strategy by putting people and audiences at the heart of the process.
2. It recommends taking a four step approach to content strategy: define goals and audiences, strategize by finding overlap between goals, plan the necessary content, and govern ongoing content maintenance.
3. The key lessons are that content is about meaningful conversations with customers, audiences should be the focus of any strategy, and developing a content strategy requires careful planning but pays off.Co-creating spaces of resistance
Co-creating spaces of resistanceChad Story
Ìý
The document discusses concepts of ideology, discourse, and signs from the perspectives of Slavoj Zizek, Michel Foucault, and Roland Barthes. It also references the importance of civic and public space, as well as quotes about the social construction of subjects and worlds, signs being composed of signifiers and signifieds, and the body's orientation in dwelling.People focused content Strategy: Tips and tools to get your strategy off the ...
People focused content Strategy: Tips and tools to get your strategy off the ...Chad Story
Ìý
This step-by-step approach to content strategy is designed for beginners and more advanced content strategist. It breaks down the steps needed to build out a content strategy -- all with a focus of putting people first.Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the EnterpriseKristina Halvorson
Ìý
Content remains a fundamental challenge for all of our organizations. Instead of talking about "what's next," let's talk about what's needed. Find out what basic questions every company should ask in 2015 before committing budget to new content marketing and management programs.Content Strategy for Everything
Content Strategy for EverythingKristina Halvorson
Ìý
Kristina Halvorson defines content strategy as planning for the creation, delivery, and governance of useful, usable content. She discusses how content strategy has evolved since she first wrote about it in 2009. Content strategy involves considering substance, structure, workflow, and governance of content. It defines what efforts will be focused on and sets boundaries for what will and will not be done. A content strategy is the path to meeting goals and priorities what content initiatives will and will not be pursued. The content strategy process involves assessment, analysis, architecture, implementation, and maintenance.Hype vs. Reality: The AI Explainer
Hype vs. Reality: The AI ExplainerLuminary Labs
Ìý
Artificial intelligence (AI) is everywhere, promising self-driving cars, medical breakthroughs, and new ways of working. But how do you separate hype from reality? How can your company apply AI to solve real business problems?
Here’s what AI learnings your business should keep in mind for 2017.
R&D Your Content Marketing
R&D Your Content MarketingAhava Leibtag
Ìý
This document summarizes a presentation on content marketing strategies. It discusses the challenges of modern marketing like reduced attention spans and lack of brand loyalty. It then presents five rules for effective content marketing: 1) distinguish between content formats and delivery methods, 2) collaborate across departments to create content, 3) evaluate and refine content, 4) include different media types for each piece of content, and 5) use a five-step methodology involving personas, brand positioning, messaging, voice/tone, and an editorial calendar. The presentation emphasizes that content marketing allows businesses to sustain conversations with audiences over the long-term.Johns Hopkins University: Managing an Identity Initiative, Redesign and Cont...
Johns Hopkins University: Managing an Identity Initiative, Redesign and Cont...Ahava Leibtag
Ìý
The document discusses the challenges Johns Hopkins University faced with its website including difficulties with content management, poor mobile experience, and lack of intuitive navigation. It outlines the steps taken to implement a content strategy including discovery interviews, creating user personas, defining identity pillars, and developing a messaging architecture. The process involved stakeholders from across the university and provided recommendations for managing politics, clarifying tools, defining roles, and maintaining momentum to ensure a successful content strategy initiative.Healthcare Content is a Conversation: Driving Patient Engagement
Healthcare Content is a Conversation: Driving Patient EngagementAhava Leibtag
Ìý
The document discusses driving patient engagement through healthcare content marketing. It argues that content should be viewed as a conversation with patients and defines the goals of content marketing as attracting, acquiring, and engaging patients to drive action. It then provides five rules for effective healthcare content marketing: 1) understand the difference between informational content and delivery methods; 2) know your target patient audiences; 3) clearly define your healthcare brand; 4) use stories and focus on patients rather than technology; and 5) ensure content is created for patients rather than just the healthcare organization. The overall message is that content should foster an ongoing conversation with patients through varied formats and channels to build connections.Creating captivating content
Creating captivating contentThis Here
Ìý
The document discusses creating captivating content for brands on social media. It provides guidance on defining a brand's tone of voice, visual language, and topics of discussion. It also covers various content formats including quotes, curated user-generated content, and leveraging new platforms like Instagram and Vine. The talk emphasizes using data insights and experimenting with new trends while maintaining a brand's core identity across all channels.Creating Healthcare Content Marketing with Built-in ROI
Creating Healthcare Content Marketing with Built-in ROIAhava Leibtag
Ìý
The document is a presentation about creating healthcare content marketing with built-in ROI. It discusses the challenges of modern marketing like reduced attention and lack of brand loyalty. Content marketing goals are outlined as attracting prospects, acquiring contacts, engaging audiences, and driving profitable action. Six rules for healthcare content marketing are presented: know the difference between content formats and delivery, collaborate on content, know your audience, define your brand, follow the rule of 4 for multi-media content, and prune underperforming content. A case study on a healthcare organization's content marketing program is reviewed that resulted in increased engagement and leads.Content as a Conversation: Collaborating with Content Strategists
Content as a Conversation: Collaborating with Content StrategistsAhava Leibtag
Ìý
This document discusses the role of content strategists in collaborating with organizations. It addresses that content strategy is concerned with aligning content with business goals and helping users achieve their goals. The document outlines five areas content strategists can help with: making content shareable in the right formats, making it findable through search engine optimization, making it readable through proper structuring, making it understandable by not letting content break design, and making it actionable by including the right cues. It provides examples of how strategists can help with these areas to improve user experience.Intelligent Content Conference
Intelligent Content ConferenceAhava Leibtag
Ìý
The document discusses the demands for content in the modern digital landscape and defines content strategy and content marketing. It notes that the demands for content are intense, with billions of pieces of new content shared daily across social media platforms. It then outlines three parts to defining a content strategy: external messaging by understanding audiences and defining voice/tone, internal workflows for content creation and governance, and technological delivery of content. The document also defines goals for content marketing as attracting, acquiring, engaging, and driving action from audiences. It provides examples for how to achieve each of these goals. Finally, it discusses how to be a "content superhero" by listening, advocating processes and systems, and iterating content strategies.Understanding humans – Leah Reich
Understanding humans – Leah Reichwebdagene
Ìý
Leah Reich gave a presentation in Oslo, Norway in October 2017 about designing technology with empathy for human administrators and infrastructure. She argued that technology cannot replace bureaucracy and that organizations need human infrastructure to function, but it often sucks currently. Reich advocated for organizations to cultivate a culture where administrators feel supported and appreciated as a whole, rather than just as individuals.How to Craft the Perfect Pitch
How to Craft the Perfect Pitch500 Startups
Ìý
This document provides advice on crafting effective startup pitches. It emphasizes focusing the pitch on the target audience by understanding what they care about. The pitch should choose only 3 intriguing aspects about the product and structure the pitch to lead with and end with the most captivating elements for the audience. Effective pitches get right to the point about the product and problem it solves in a clear and concise manner.8 New Habits of Successful Content Marketers
8 New Habits of Successful Content MarketersSkyword Inc.
Ìý
Social media, mobile technology, and video-streaming sites have impacted consumer behavior dramatically. This has created a challenge for marketers to reach customers with fragmented attention spans. The most successful marketers are willing to form new habits to keep pace with the many ways people consume information today.
View the slides from the webinar to learn what framework you must implement to help rewire internal teams to achieve better results from your marketing programs. Learn how brand and retail leaders have changed old, worn-out marketing habits to become innovative content marketers. You may watch a video recording of the webinar here: http://www.skyword.com/8-new-habits-successful-content-marketers/Product = People
Product = PeopleNilan Peiris
Ìý
This document discusses building a culture at a company that focuses on customers and drives growth. It emphasizes that the product is people, and teams should work autonomously on key performance indicators that matter to customers and growth. It provides tips on inspiring employees, talking to customers, and moving key performance indicators. The goal is to solve important customer problems at scale by focusing on customer value rather than shareholder value.Behavior Design: What message will trigger the response you want?
Behavior Design: What message will trigger the response you want?Hanapin Marketing
Ìý
You can instill fear, make someone laugh, peak someone’s interest, make them feel special, and more - all through words. Inspire emotion and instill action - and bring long-term value to your company by matching your message to the interest of your client. Behavior design isn’t manipulation, it’s aligning interests and influencing decisions. If you haven’t read Influence, Hooked, Pitch Anything, everything Ogilvy has ever written, and taken BJ Fogg’s class on tiny habits - then you must come to this lecture. Your customers will love you for it.
In this session, you will learn:
- What behavior design is, and isn’t
- The chemicals in our bodies and what triggers action (if you already know dopamine and norepinephrine, then this will be a refresher - if you don’t - then you must sit in on this lecture)
- How identifying and understanding human triggers can help you create intelligent content that evokes emotion and builds trust that leads to action
- The mental models that explain our own base motivators
- Why the funnel matters
How a Content Marketing Company Does Content Marketing
How a Content Marketing Company Does Content Marketingion interactive
Ìý
Uberflip’s VP of Marketing, Hana Abaza and ion co-founder Anna Talerico come together for a content packed, content marketing presentation.
Get the inside scoop from a company that produces hundreds of webinars, thousands of blog posts and many more leads. Hana and Anna take you through:
- Goals and Strategy
- Content Marketing Cycle
- Planning and Process
- Execution and Evaluation
Learn how to use content to raise awareness, boost engagement and fuel lead and demand generation by focusing on more than just great content. We show you what a quality content experience looks like and how that experience differentiates your content from the rest.
Get the roadmap you need to put your content marketing program on the fast track to success.So much more than marketing CSA 2012
So much more than marketing CSA 2012amplifi advoc8tor
Ìý
The document discusses social media and provides tips for how to effectively engage with and use social media. Some key points covered include setting goals for why you are using social media, finding your target audience, listening to what people are discussing, establishing your voice and tone, telling meaningful stories, being honest and transparent, and providing value to your audience. The overall message is that social media is about informing, involving and inspiring others through authentic engagement.How You Can Use Content To Slay the ABM Game (FlipMyFunnel Festival)
How You Can Use Content To Slay the ABM Game (FlipMyFunnel Festival)Uberflip
Ìý
Account-based marketing and content go hand-in-hand, but what exactly do you need to do to effectively use content for ABM?
The secret: Considering the content experience.
In this presentation, Uberflip and Everstring share their strategy for aligning content and optimizing the content experience to key target accounts. You’ll learn actionable tips for how to create, distribute, and measure content for ABM, as well as how to build a tailored content experience to boost your ABM results.More Related Content
Viewers also liked (7)
The Case for Content Marketing
The Case for Content MarketingKuration
Ìý
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain an audience and drive action. By 2020, there will be 4 billion smartphones globally, with 4 out of 5 adults connected to the internet, showing how mobile and social media have changed consumer behavior. The rise of the social mobile consumer means marketers need to engage audiences with useful content that can be easily consumed and shared on mobile devices.Making the case for content
Making the case for contentChad Story
Ìý
1. The document discusses how to build an effective content strategy by putting people and audiences at the heart of the process.
2. It recommends taking a four step approach to content strategy: define goals and audiences, strategize by finding overlap between goals, plan the necessary content, and govern ongoing content maintenance.
3. The key lessons are that content is about meaningful conversations with customers, audiences should be the focus of any strategy, and developing a content strategy requires careful planning but pays off.Co-creating spaces of resistance
Co-creating spaces of resistanceChad Story
Ìý
The document discusses concepts of ideology, discourse, and signs from the perspectives of Slavoj Zizek, Michel Foucault, and Roland Barthes. It also references the importance of civic and public space, as well as quotes about the social construction of subjects and worlds, signs being composed of signifiers and signifieds, and the body's orientation in dwelling.People focused content Strategy: Tips and tools to get your strategy off the ...
People focused content Strategy: Tips and tools to get your strategy off the ...Chad Story
Ìý
This step-by-step approach to content strategy is designed for beginners and more advanced content strategist. It breaks down the steps needed to build out a content strategy -- all with a focus of putting people first.Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the EnterpriseKristina Halvorson
Ìý
Content remains a fundamental challenge for all of our organizations. Instead of talking about "what's next," let's talk about what's needed. Find out what basic questions every company should ask in 2015 before committing budget to new content marketing and management programs.Content Strategy for Everything
Content Strategy for EverythingKristina Halvorson
Ìý
Kristina Halvorson defines content strategy as planning for the creation, delivery, and governance of useful, usable content. She discusses how content strategy has evolved since she first wrote about it in 2009. Content strategy involves considering substance, structure, workflow, and governance of content. It defines what efforts will be focused on and sets boundaries for what will and will not be done. A content strategy is the path to meeting goals and priorities what content initiatives will and will not be pursued. The content strategy process involves assessment, analysis, architecture, implementation, and maintenance.Hype vs. Reality: The AI Explainer
Hype vs. Reality: The AI ExplainerLuminary Labs
Ìý
Artificial intelligence (AI) is everywhere, promising self-driving cars, medical breakthroughs, and new ways of working. But how do you separate hype from reality? How can your company apply AI to solve real business problems?
Here’s what AI learnings your business should keep in mind for 2017.
Similar to Winning the Work: Making the Case for Content Strategy (20)
R&D Your Content Marketing
R&D Your Content MarketingAhava Leibtag
Ìý
This document summarizes a presentation on content marketing strategies. It discusses the challenges of modern marketing like reduced attention spans and lack of brand loyalty. It then presents five rules for effective content marketing: 1) distinguish between content formats and delivery methods, 2) collaborate across departments to create content, 3) evaluate and refine content, 4) include different media types for each piece of content, and 5) use a five-step methodology involving personas, brand positioning, messaging, voice/tone, and an editorial calendar. The presentation emphasizes that content marketing allows businesses to sustain conversations with audiences over the long-term.Johns Hopkins University: Managing an Identity Initiative, Redesign and Cont...
Johns Hopkins University: Managing an Identity Initiative, Redesign and Cont...Ahava Leibtag
Ìý
The document discusses the challenges Johns Hopkins University faced with its website including difficulties with content management, poor mobile experience, and lack of intuitive navigation. It outlines the steps taken to implement a content strategy including discovery interviews, creating user personas, defining identity pillars, and developing a messaging architecture. The process involved stakeholders from across the university and provided recommendations for managing politics, clarifying tools, defining roles, and maintaining momentum to ensure a successful content strategy initiative.Healthcare Content is a Conversation: Driving Patient Engagement
Healthcare Content is a Conversation: Driving Patient EngagementAhava Leibtag
Ìý
The document discusses driving patient engagement through healthcare content marketing. It argues that content should be viewed as a conversation with patients and defines the goals of content marketing as attracting, acquiring, and engaging patients to drive action. It then provides five rules for effective healthcare content marketing: 1) understand the difference between informational content and delivery methods; 2) know your target patient audiences; 3) clearly define your healthcare brand; 4) use stories and focus on patients rather than technology; and 5) ensure content is created for patients rather than just the healthcare organization. The overall message is that content should foster an ongoing conversation with patients through varied formats and channels to build connections.Creating captivating content
Creating captivating contentThis Here
Ìý
The document discusses creating captivating content for brands on social media. It provides guidance on defining a brand's tone of voice, visual language, and topics of discussion. It also covers various content formats including quotes, curated user-generated content, and leveraging new platforms like Instagram and Vine. The talk emphasizes using data insights and experimenting with new trends while maintaining a brand's core identity across all channels.Creating Healthcare Content Marketing with Built-in ROI
Creating Healthcare Content Marketing with Built-in ROIAhava Leibtag
Ìý
The document is a presentation about creating healthcare content marketing with built-in ROI. It discusses the challenges of modern marketing like reduced attention and lack of brand loyalty. Content marketing goals are outlined as attracting prospects, acquiring contacts, engaging audiences, and driving profitable action. Six rules for healthcare content marketing are presented: know the difference between content formats and delivery, collaborate on content, know your audience, define your brand, follow the rule of 4 for multi-media content, and prune underperforming content. A case study on a healthcare organization's content marketing program is reviewed that resulted in increased engagement and leads.Content as a Conversation: Collaborating with Content Strategists
Content as a Conversation: Collaborating with Content StrategistsAhava Leibtag
Ìý
This document discusses the role of content strategists in collaborating with organizations. It addresses that content strategy is concerned with aligning content with business goals and helping users achieve their goals. The document outlines five areas content strategists can help with: making content shareable in the right formats, making it findable through search engine optimization, making it readable through proper structuring, making it understandable by not letting content break design, and making it actionable by including the right cues. It provides examples of how strategists can help with these areas to improve user experience.Intelligent Content Conference
Intelligent Content ConferenceAhava Leibtag
Ìý
The document discusses the demands for content in the modern digital landscape and defines content strategy and content marketing. It notes that the demands for content are intense, with billions of pieces of new content shared daily across social media platforms. It then outlines three parts to defining a content strategy: external messaging by understanding audiences and defining voice/tone, internal workflows for content creation and governance, and technological delivery of content. The document also defines goals for content marketing as attracting, acquiring, engaging, and driving action from audiences. It provides examples for how to achieve each of these goals. Finally, it discusses how to be a "content superhero" by listening, advocating processes and systems, and iterating content strategies.Understanding humans – Leah Reich
Understanding humans – Leah Reichwebdagene
Ìý
Leah Reich gave a presentation in Oslo, Norway in October 2017 about designing technology with empathy for human administrators and infrastructure. She argued that technology cannot replace bureaucracy and that organizations need human infrastructure to function, but it often sucks currently. Reich advocated for organizations to cultivate a culture where administrators feel supported and appreciated as a whole, rather than just as individuals.How to Craft the Perfect Pitch
How to Craft the Perfect Pitch500 Startups
Ìý
This document provides advice on crafting effective startup pitches. It emphasizes focusing the pitch on the target audience by understanding what they care about. The pitch should choose only 3 intriguing aspects about the product and structure the pitch to lead with and end with the most captivating elements for the audience. Effective pitches get right to the point about the product and problem it solves in a clear and concise manner.8 New Habits of Successful Content Marketers
8 New Habits of Successful Content MarketersSkyword Inc.
Ìý
Social media, mobile technology, and video-streaming sites have impacted consumer behavior dramatically. This has created a challenge for marketers to reach customers with fragmented attention spans. The most successful marketers are willing to form new habits to keep pace with the many ways people consume information today.
View the slides from the webinar to learn what framework you must implement to help rewire internal teams to achieve better results from your marketing programs. Learn how brand and retail leaders have changed old, worn-out marketing habits to become innovative content marketers. You may watch a video recording of the webinar here: http://www.skyword.com/8-new-habits-successful-content-marketers/Product = People
Product = PeopleNilan Peiris
Ìý
This document discusses building a culture at a company that focuses on customers and drives growth. It emphasizes that the product is people, and teams should work autonomously on key performance indicators that matter to customers and growth. It provides tips on inspiring employees, talking to customers, and moving key performance indicators. The goal is to solve important customer problems at scale by focusing on customer value rather than shareholder value.Behavior Design: What message will trigger the response you want?
Behavior Design: What message will trigger the response you want?Hanapin Marketing
Ìý
You can instill fear, make someone laugh, peak someone’s interest, make them feel special, and more - all through words. Inspire emotion and instill action - and bring long-term value to your company by matching your message to the interest of your client. Behavior design isn’t manipulation, it’s aligning interests and influencing decisions. If you haven’t read Influence, Hooked, Pitch Anything, everything Ogilvy has ever written, and taken BJ Fogg’s class on tiny habits - then you must come to this lecture. Your customers will love you for it.
In this session, you will learn:
- What behavior design is, and isn’t
- The chemicals in our bodies and what triggers action (if you already know dopamine and norepinephrine, then this will be a refresher - if you don’t - then you must sit in on this lecture)
- How identifying and understanding human triggers can help you create intelligent content that evokes emotion and builds trust that leads to action
- The mental models that explain our own base motivators
- Why the funnel matters
How a Content Marketing Company Does Content Marketing
How a Content Marketing Company Does Content Marketingion interactive
Ìý
Uberflip’s VP of Marketing, Hana Abaza and ion co-founder Anna Talerico come together for a content packed, content marketing presentation.
Get the inside scoop from a company that produces hundreds of webinars, thousands of blog posts and many more leads. Hana and Anna take you through:
- Goals and Strategy
- Content Marketing Cycle
- Planning and Process
- Execution and Evaluation
Learn how to use content to raise awareness, boost engagement and fuel lead and demand generation by focusing on more than just great content. We show you what a quality content experience looks like and how that experience differentiates your content from the rest.
Get the roadmap you need to put your content marketing program on the fast track to success.So much more than marketing CSA 2012
So much more than marketing CSA 2012amplifi advoc8tor
Ìý
The document discusses social media and provides tips for how to effectively engage with and use social media. Some key points covered include setting goals for why you are using social media, finding your target audience, listening to what people are discussing, establishing your voice and tone, telling meaningful stories, being honest and transparent, and providing value to your audience. The overall message is that social media is about informing, involving and inspiring others through authentic engagement.How You Can Use Content To Slay the ABM Game (FlipMyFunnel Festival)
How You Can Use Content To Slay the ABM Game (FlipMyFunnel Festival)Uberflip
Ìý
Account-based marketing and content go hand-in-hand, but what exactly do you need to do to effectively use content for ABM?
The secret: Considering the content experience.
In this presentation, Uberflip and Everstring share their strategy for aligning content and optimizing the content experience to key target accounts. You’ll learn actionable tips for how to create, distribute, and measure content for ABM, as well as how to build a tailored content experience to boost your ABM results.How Content Fuels the Entire Buyer's Journey
How Content Fuels the Entire Buyer's JourneyUberflip
Ìý
Marketers spend a crazy amount of time acquiring and nurturing potential buyers before they’re handed off to sales and ultimately customer success. The lifecycle of a customer can oftentimes be disjointed, but there are easy fixes to circumvent this with content.
In this presentation, Uberflip and BrightTALK discuss how to incorporate content throughout the entire buyer’s journey - from identifying prospects to securing renewals. Developing a Lycra® Content Strategy at Seattle Children’s Hospital
Developing a Lycra® Content Strategy at Seattle Children’s HospitalAhava Leibtag
Ìý
The document discusses the development of a content strategy for Seattle Children's Hospital. It describes challenges such as communicating the value of multidisciplinary care, emphasizing what it means to be a pediatric hospital, and creating patient-focused content. Research involved auditing existing content, interviewing stakeholders, and analyzing data. Key findings included the importance of provider profiles, improving the customer journey, and using more stories and visuals. The content strategy process involved creating personas, identity pillars, a messaging architecture, and an editorial calendar to establish goals and workflows for consistent internal and external messaging across focus programs.How to Create Great Mobile Cues: Writing Microcontent that Converts
How to Create Great Mobile Cues: Writing Microcontent that ConvertsAhava Leibtag
Ìý
Ahava Leibtag presented at MoDev East on December 12, 2013 about writing content for mobile applications and websites. Ahava shows good and bad examples of cues and microinteractions and defines both. Overcome Content Fatigue: Build a Strategy that Works
Overcome Content Fatigue: Build a Strategy that WorksAhava Leibtag
Ìý
The document discusses strategies for overcoming content fatigue. It begins by providing statistics about the massive amount of content being generated every minute on platforms like YouTube, Facebook, and Instagram. It then discusses that the average brand is responsible for content across nearly 200 social media properties and other channels. The document outlines six rules for success, including teaching stakeholders about the business value of content, following the "Rule of 4" for formatting content, building multidisciplinary content teams, listening to social media, and regularly pruning outdated content. The overall message is that brands need strategic approaches to effectively manage their growing content demands.Managing Content Projects with Success and Panache by Ahava Leibtag (Now What...
Managing Content Projects with Success and Panache by Ahava Leibtag (Now What...Blend Interactive
Ìý
So often in digital projects, we push content to the bottom of the pile, or the end of the timeline. As we evolve our strategies, we’re learning that content really needs to come first. Ahava will show you how to avoid this problem and plan your content for success. Using case studies from a major university, a children’s hospital and a major publishing company, you will learn how to set up your digital projects, so that content is a major consideration and doesn’t destroy your project at the last minute.More from Ahava Leibtag (20)
Content Governance and Workflows
Content Governance and WorkflowsAhava Leibtag
Ìý
The document discusses better workflows and governance for content teams, including identifying different types of content teams, clarifying roles and responsibilities, designing workflows based on roles rather than individuals, and ensuring executive support and accountability for content governance. It provides examples of content team issues and offers recommendations for creating documented and trained governance processes and workflows.Build your "Skills": Getting your Content Ready for Voice and Chatbots
Build your "Skills": Getting your Content Ready for Voice and ChatbotsAhava Leibtag
Ìý
What’s coming next in content marketing? Voice-activated search! Semantic search is the future for search engines, and people search for topics using questions. In this presentation, you’ll learn voice basics and the specific things you need to do to get your content ready to drive more patients to your website and your services using voice-activated search.How Content can Kick Start your Professional Referrals
How Content can Kick Start your Professional ReferralsAhava Leibtag
Ìý
As the landscape of healthcare changes, professional referral partnerships are becoming vital for organizations of every type. But what role can content marketing play? How can you use content to enhance your profile in the eyes of strategic partners like hospitals and physician groups?
If you’ve already mastered content marketing to engage senior residents and their adult children, now is the time to use the same tools to create a powerful network of referral partners that will generate a steady stream of referrals for your higher levels of care services.
Learning Objectives:
-How to use marketing to build healthcare-based referral relationships
-How to create great content to engage network partners and grow referral channels
-Best practices from top healthcare brands that you can use tooHow to Create a North Star Editorial Toolkit
How to Create a North Star Editorial ToolkitAhava Leibtag
Ìý
All organizations need to know how to answer the following questions: To whom are we speaking? Who are we as a brand? What are we saying? How are we saying it? When and where do we say it? Learn how to create tools that answer these fundamental questions and put them together in a north star guide for your content marketing programs.Better workflows, stronger governance
Better workflows, stronger governanceAhava Leibtag
Ìý
Learn the difference between workflows and governance and how to emphasize these skills within your own organization. The Next Step in Content Marketing: Governance and Workflows
The Next Step in Content Marketing: Governance and WorkflowsAhava Leibtag
Ìý
The document discusses content governance and workflow, noting that while content governance is important, it is often disliked due to a lack of structure and accountability. It recommends establishing executive support, clear roles and responsibilities, documentation, and training to implement an effective content governance plan that minimizes politics and makes governance a regular part of performance reviews. The presentation provides examples of governance tools and strategies for mapping workflows to improve an organization's content processes.Mobile Content Design 
Mobile Content Design Ahava Leibtag
Ìý
We’ve all been so focused on designing for mobile devices that we’ve forgotten about content. But how your customers find, consume, and share your content on mobile is more important than ever. Learn about how to use content strategy to solve these issues, including content modeling, content auditing, and the core model. It may sound super nerdy now, but it won’t be once you’re there. (Presented at The Now What Conference 2017)Want to make your health content smarter than Google?
Want to make your health content smarter than Google?Ahava Leibtag
Ìý
This document summarizes a presentation given by Mike Maloney from the University of Vermont Medical Center and Ahava Leibtag from Aha Media Group about how to create smarter health content. It discusses how people search for healthcare information online, focusing on symptoms and doctors. It also provides tips for developing high-value content on conditions, experts, and services. The document outlines UVM Medical Center's content strategy of developing original content on departments and conditions, featuring experts, and implementing SEO best practices. As a result, UVM saw increases in organic traffic to these pages as well as paid traffic, content engagement, and online appointment requests. The presentation concludes with lessons on prioritizing content needs, planning, execution, monitoring,Content design for mobile
Content design for mobileAhava Leibtag
Ìý
How do you design for content in a mobile world? Learn about the core model and how it can help you get to a smart place where you're putting content first.Better governance, better workflows
Better governance, better workflowsAhava Leibtag
Ìý
The document outlines steps for improving content governance through better workflows and tools. It discusses creating multidisciplinary governance bodies and assigning decision makers. Key aspects of governance covered include defining roles and responsibilities, mapping workflows, choosing technologies to support processes, developing style guides and templates, and gaining executive support by emphasizing how governance impacts business goals. The overall message is that effective governance requires involvement from people, processes, and tools.I'm okay, you're okay: Navigating Challenging Content Strategy Conversations
I'm okay, you're okay: Navigating Challenging Content Strategy ConversationsAhava Leibtag
Ìý
It takes a lot of work to say the right thing. Particularly in UX, where we spend so much of our time being critical of design, content, strategy, and products, how do we artfully communicate with our clients to create a feeling of rapport, collaboration, and collegiality?
Join this lively, interactive session to hear real-life examples from a veteran in the field on how to effectively communicate during difficult conversations.
This session will examine how to:
Manage challenging conversations around scoping
Right a derailed project
Create consensus without agreementImproving the Patient Experience Through Content
Improving the Patient Experience Through ContentAhava Leibtag
Ìý
Learn from other industries on how to make your content for healthcare stronger, more competitive and appropriate for your audiences. Increase healthcare social media engagement with content strategy (Geisinger ...
Increase healthcare social media engagement with content strategy (Geisinger ...Ahava Leibtag
Ìý
Increase channel participation by 30% by implementing a content strategy. We also demonstrate Facebook engagement increase by 314%. A great presentation for a healthcare marketer who wants to improve your content strategy.Using Data to Improve Hospital Marketing
Using Data to Improve Hospital MarketingAhava Leibtag
Ìý
3 case studies prove that usability studies, content auditing and content strategy increases traffic. In one case study, we increased traffic 330% to a hospital blog by creating personas.Plan Your Content Strategy Before Your Social Media
Plan Your Content Strategy Before Your Social MediaAhava Leibtag
Ìý
This document discusses the importance of planning a content strategy before developing a social media strategy. It defines key terms like content, content formats, and content delivery tools. An effective content strategy addresses external messaging by answering 5 essential questions, establishes an internal workflow, and plans the technological delivery of content. It also emphasizes the importance of understanding audiences, branding, and creating messaging architectures. Finally, it discusses how content strategies can support better patient experiences through strategic conversations and testing.Use the secrets of content strategy to turbocharge your content marketing
Use the secrets of content strategy to turbocharge your content marketingAhava Leibtag
Ìý
The document discusses content strategy and marketing. It defines content strategy as aligning content with business goals and user tasks. Content strategy has three parts: messaging, workflow, and technical delivery. Content marketing aims to attract, acquire, engage and drive action from audiences. The key is to start with identifying the "why" or purpose before determining what content to create. An effective content strategy builds strategic conversations by understanding audience needs and moving content from an emotional perspective.Plan Your Content Media Strategy Before Your Social Media Strategy
Plan Your Content Media Strategy Before Your Social Media StrategyAhava Leibtag
Ìý
Both content strategy and social media are hot topics for strategic marketers. Where should you focus: social media or content strategy? And, how do you put together a strategic plan that encompasses all your goals and objectives while using the resources you have? In this session, we will review the basic building blocks of content, strategic plans for social media and content strategy and how to work within a budget.
Topics include:
Understand content and distribution
Create strategic content and social media strategies
Understand how to have a fabulous conversation with your target audiences
Managing your Content Projects with Success and Panache
Managing your Content Projects with Success and PanacheAhava Leibtag
Ìý
Learn to manage your content projects by treating content like a product, separating content and design meetings, and using simple project management tools and techniques. Creating and Optimizing Holistic Digital Campaigns: Sentara Healthcare's 28 ...
Creating and Optimizing Holistic Digital Campaigns: Sentara Healthcare's 28 ...Ahava Leibtag
Ìý
Sentara Healthcare ran a 28 Days of Heart digital marketing campaign for two years to promote heart health. In year one, they focused on social media like Facebook and drove people to a heart risk assessment tool. Based on learnings, in year two they expanded with a dedicated website, new engagement tools like videos and a photo contest, and paid social advertising. These changes led to more site visits, risk assessment completions, and social media engagement. The case study demonstrated how measuring results and continually optimizing can improve an integrated digital content marketing campaign.Healing your Content Process for Effective Results
Healing your Content Process for Effective ResultsAhava Leibtag
Ìý
Your organization is good at treating sick people, but what if it’s your Web content that’s ailing? Whether you’re redesigning or creating from scratch, content is often a source of headaches and nausea. But it doesn’t need to be this way! In this workshop, we’ll set you on a path to recovery with a three step program:
• Diagnose the problems - Audit your current content and uncover relevant information that will inform your content creation efforts moving forward.
• Establish treatment objectives - Establish KPIs for success and understand what engagement metrics really matter in your organization.
• Engage the care team – Learn to effectively manage doctors, academics and researchers in the content production process so you can keep your project running smoothly. This active learning workshop will include interactive hands-on activities and devote time to roleplaying common questions and pitfalls, so come ready with questions of your own.
After this workshop, you will have the tools you need to manage a new content project and set your organization on the road to success.Winning the Work: Making the Case for Content Strategy
- 1. WINNING THE WORK: MAKING THE CASE FOR CONTENT STRATEGY AHAVA LEIBTAG PRESIDENT AHA MEDIA GROUP, LLC @ahavaL
- 3. @ahavaL
- 4. @ahavaL
- 5. @ahavaL
- 6. CONTENT IS A CONVERSATION. @ahavaL
- 7. TO WHOM ARE WE TALKING? @ahavaL
- 9. WHY IS CONTENT SO SCARY? • Intimate • Politically sensitive • Opaque • Dangerous • Requires definition @ahavaL
- 10. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahavaL
- 11. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL
- 12. @ahavaL
- 13. @ahavaL
- 14. @ahavaL
- 15. PEOPLE @ahavaL
- 16. PROCESS @ahavaL
- 18. @ahavaL
- 19. @ahavaL
- 20. @ahavaL
- 21. HOW TO WIN THE TRUST (& THEREFORE THE WORK) @ahavaL
- 22. 6 APPROACHES 1. Demystify the beast 2. Be honest 3. Ask artful questions 4. Be the guide, not the map 5. Small steps 6. Manage the good idea fairy @ahavaL
- 24. @ahavaL
- 25. @ahavaL
- 26. @ahavaL
- 27. @ahavaL
- 33. @ahavaL
- 37. WTF???? @ahavaL
- 38. #4: BE THE GUIDE, NOT THE MAP @ahavaL
- 39. CONTENT STRATEGY= THE GPS @ahavaL
- 40. @ahavaL
- 41. @ahavaL
- 42. @ahavaL
- 43. @ahavaL
- 44. @ahavaL
- 45. DO NOT GIVE THEM THE THREE HOUR TOUR @ahavaL
- 46. @ahavaL
- 47. PAIN @ahavaL
- 48. THERE’S NO SHAME IN THIS PAIN. @ahavaL
- 50. @ahavaL
- 52. #6: MANAGE THE GOOD IDEA FAIRY @ahavaL
- 53. @ahavaL
- 55. THE ONLY EASY DAY WAS YESTERDAY. -NAVY SEAL CREDO @ahavaL
- 56. @ahavaL
- 57. QUESTIONS? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 301-452-5331 @ahavaL
Editor's Notes
- #52: Don’t call their baby ugly