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Playing to Win: Create Evergreen and Topical Content From the Same Source
The document discusses strategies for creating both topical and evergreen content at scale, emphasizing the importance of intelligent, adaptive content as a strategic business asset. It highlights the need for marketers to improve the value and effectiveness of their content, with many expressing dissatisfaction over current content offerings. Key processes for content creation and organization are outlined, including modular component writing and information type classification, to enhance relevancy and user engagement.
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Playing to Win: Create Evergreen and Topical Content From the Same Source
- 1. Playing to Winwith Intelligent Content: How to create topical & evergreen content at scale
- 2. 2 Your Speakers Noz Urbina Founder& Content Strategist • Content strategist & modeller • Consultant/trainer in H2H (B2B/B2C) • Author • Futurist Matt Dion CEO, Mintent • Thought leader in the areas of digital marketing, experience-driven commerce, commerce strategy, marketing, and business development.
- 3. 3 Why now? Digital Transformationis creating a new reality for marketers.
- 4. 4The new realityfor Marketers • The role is bigger - marketers need to drive customer experience, brand awareness and revenue • Marketers need to show the impact they are having on the organization
- 5. 5The only wayto differentiate
- 6. 6Content = lotsof spent money • $10 billion spent on content in 2016 in the US • 76% of marketers will increase their content spend next year
- 7. 7Yet…the results aredisappointing 80% of marketers surveyed said they make content that customers value. 50% of buyers told us that most content they got from brands was “useless”.
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- 11. 11 • Related tospecific current events • Goes stale fast TOPICAL VS. EVERGREEN • Long-term interest • Hard to balance spend with topical Topical deliverables Evergreen deliverables Supporting information
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- 13. 13 • Content isthe strategic business asset (not the deliverables) • Semantically categorised • Format-agnostic • Reusable • Adaptable • Automation-ready HOW INTELLIGENT CONTENT HELPS What is intelligent content?
- 14. Adding rigor tocontent
- 15. Adaptive The more wecan make our content adaptive, the more we can realistically deliver tailored, high-value content without running out of budget, resources, or time. Me – “How to Adjust Your Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2 Image: Moyan Brenn
- 16. 16Intelligent, Adaptive Content ScenarioA Scenario B Scenario CPool of modular components Content reuse
- 17. 17Intelligent, Adaptive Content •Write in modular components that answer audience questions • Ensure that a component – makes sense on its own without further context, – has a specific purpose, – be able to take a descriptive title, and – has a specific expected user response. High level guidelines
- 18. Pharma Study reports Quick answers(a few lines) Overview (FAQ, a few paras) Medical Letters (learning)
- 19. 19 HOW INTELLIGENT CONTENT HELPS Repurposevs. reuse Deliverable A Deliverable B Deliverable C Pool of modular components Campaign/objective/purp ose A Campaign/objective/purp ose B
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- 21. 21 CREATION PROCESS Ensure consistency internallyand externally Label Provide clear, useful labels Chunk Identify the optimal size of a unit of information Determine relevance Identify types of information & audience(s) • Determining the scope and audience requirements • Chunking it into usable blocks • Remove any information that is redundant or irrelevant to your end users. CREATION PROCESS
- 22. 22CREATION PROCESS Ensure consistency internallyand externally Label Provide clear, useful labels Chunk Identify the optimal size of a unit of information Determine relevance Identify types of information • Group similar information according to subject • Define and tag evergreen vs topical • Tag according to when it needs to be refreshed
- 23. 23CREATION PROCESS Ensure consistency internallyand externally Label Provide clear, useful labels Chunk Identify the optimal size of a unit of information Determine relevance Identify types of information • For external titles use the user- relevant terminology • When not showing titles, create internal-only titles for organization and curation purposes • You can have both!
- 24. 24CREATION PROCESS Ensure consistency internallyand externally Label Provide clear, useful labels Chunk Identify the optimal size of a unit of information Determine relevance Identify types of information • Check your terminology, structure, and facts
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- 26. 26 Information types arefundamental classifications of content that work across all projects • A content meta-model • The basis for your application- or business-specific content models INFORMATION TYPES Basic Information types
- 27. Reference Principle Task Process Concept “We will beflying at an altitude of 35,000 feet.” “Always put on your oxygen mask before assisting other passengers.” “To open the emergency exit, look out the window, pull the lever, and push out the exit door.” “In the event of loss of cabin pressure, an oxygen mask will drop from the overhead compartment.” “On the right side of the plane, you can see a great example of a cumulonimbus cloud ” Narrative “Flying has been our passion since we started the company. Let us fly you to your next travel experience. Ornamenta l“Fly the friendly skies” Basic Information types
- 28. 28 INFORMATION TYPES Information typeExpected user response Reference To simply to know the facts as conveyed Concept To learn about and understand a new idea or category of thing Principle To change their behaviour according to the new information and parameters they’re being given. To comply or be advised Process To understand how actors in a system interact. To know who (or what) does what Task To be able to follow a series of commands to achieve a result Narrative To engage with the story being told or the speaker telling it. To respond emotionally. To understand context of other content Ornamental To make an emotional association with the surrounding content. To better retain retain the surrounding content in memory.
- 29. 29 INFORMATION TYPES Reference • Whatis this? • What are the facts? (source)
- 30. 30 INFORMATION TYPES • Whatis this? • What are the facts? (source)
- 31. 31 PRINCIPLE • What shouldor must I do (or not do)? (source)
- 32. 32 PROCESS • How doesit work? • What happens? • In what stages? (source)
- 33. 33 PROCESS • How doesit work? • What happens? • In what stages? (source)
- 34. • What doI do? • What are the steps? (source) 34 TASK
- 35. • What doI do? • What are the steps? (source) 35 TASK
- 36. 36 NARRATIVE • What’s youropinion? • What’s the context? • How am I involved or affected? (source)
- 37. 37 NARRATIVE Item Example Tagline Flythe friendly skies! Where do you want to go today? Bringing people together Visuals / non-UI iconography Reusable “Blurb” text True arts marketing pros live for the blurb. Write concise and compelling blurbs and you WILL sell more shows. Paul Simon rides again alongside musical brother-in-arms Sting. Revel in Graceland- era hits alongside new music and inspiring collaborations. (source) Note: Unlike other infotypes, ornamental content has no substructure and has no need for user-oriented title. Internal-only titles will be needed for findability in a management system
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- 40. 40 MIXED UP CONTENT Aspecialized content type Reference Principle Ornamental Reference
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- 43. 43 CONTENT MIXES Before After StudyShort Description Titleof Methods Block MethodsBlockBody Study Patient Characteristics Sub-block
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- 45. 45 The 5 mostimportant marketing tactics for B2B businesses are, in order: 1. In-person events 2. Webinars/webcasts 3. Case studies 4. White papers 5. Videos (Source: CMI) CONTENT MIXES Most important (B2) CM deliverables
- 46. 46 CONTENT MIXES Most important(B2B) CM deliverables Topic Overview Case Study > > Title, Short description Video Title, Image, Short description Video Blog Posts > (source)
- 47. 47 CONTENT MIXES Most important(B2B) CM deliverables Topic Overview Case Study Whitepapers > > Title, Short description Video Title, Image, Short description Video Blog Posts > (source)
- 48. 48 CONTENT MIXES Most important(B2B) CM deliverables Topic Overview Case Study Leaflets Whitepapers > > Title, Short description Video Title, Image, Short description Video Blog Posts > (source)
- 49. 49 CONTENT MIXES Most important(B2B) CM deliverables Topic Overview Case Study Leaflets Whitepapers > > Title, Short description Video Title, Image, Short description Video YouTube, FB, Vimeo (w/ subtitles) Blog Posts > (source)
- 50. 50 CONTENT MIXES Most important(B2B) CM deliverables Topic Overview Case Study Leaflets Whitepapers > > Title, Short description Video Title, Image, Short description Video Blog Posts > (source)ToC > Webinar outline YouTube, FB, Vimeo (w/ subtitles)
- 51. 51 CONTENT MIXES Most important(B2B) CM deliverables Topic Overview Case Study Leaflets Whitepapers > > Title, Short description Video Title, Image, Short description Video YouTube, FB, Vimeo (w/ subtitles) Blog Posts > (source) How to atomize 1 piece of killer content into 10 (source) “We atomized our content, and revenue bumped up 28%” “We atomized our content, and revenue bumped up 28%” ToC > Webinar outline
- 52. 52 The 5 mostimportant marketing tactics for B2B businesses are, in order: 1. In-person events 2. Webinars/webcasts 3. Case studies 4. White papers 5. Videos (Source: CMI) CONTENT MIXES Most important (B2) CM deliverables
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Editor's Notes
- #11 Closing slide
- #13 Closing slide
- #14 Contextualise in their business model
- #15 Cross silo for support and colleague as well as marketing
- #16 http://www.flickr.com/photos/aigle_dore/ Moyan Brenn RR Quote from “Content Marketing Content Strategy”, Intercom Magazine, May 2013
- #20 Contextualise in their business model
- #21 Closing slide
- #22 Contextualise in their business model
- #23 Contextualise in their business model
- #24 Contextualise in their business model
- #25 Contextualise in their business model
- #26 Closing slide
- #27 Contextualise in their business model
- #28 Narrative - Telling a story, conversational, builds relationship with the reader, elicits emotional response.
- #29 Contextualise in their business model
- #30 There are 6 base information types: Narrative Reference Principle Concept Task, and Process
- #31 Contextualise in their business model
- #32 Contextualise in their business model
- #33 Contextualise in their business model
- #34 Contextualise in their business model
- #35 Contextualise in their business model
- #36 Contextualise in their business model
- #37 Contextualise in their business model
- #38 Contextualise in their business model
- #39 Contextualise in their business model
- #40 Closing slide
- #41 Contextualise in their business model
- #42 Contextualise in their business model
- #43 Contextualise in their business model
- #44 Contextualise in their business model
- #45 Closing slide
- #46 Contextualise in their business model
- #47 Contextualise in their business modelThe 5 most important marketing tactics for B2B businesses are (in order): (Source: CMI) In-person events Webinars/webcasts Case studies White papers Videos
- #48 Contextualise in their business modelThe 5 most important marketing tactics for B2B businesses are (in order): (Source: CMI) In-person events Webinars/webcasts Case studies White papers Videos
- #49 Contextualise in their business modelThe 5 most important marketing tactics for B2B businesses are (in order): (Source: CMI) In-person events Webinars/webcasts Case studies White papers Videos
- #50 Contextualise in their business modelThe 5 most important marketing tactics for B2B businesses are (in order): (Source: CMI) In-person events Webinars/webcasts Case studies White papers Videos
- #51 Contextualise in their business modelThe 5 most important marketing tactics for B2B businesses are (in order): (Source: CMI) In-person events Webinars/webcasts Case studies White papers Videos
- #52 Contextualise in their business modelThe 5 most important marketing tactics for B2B businesses are (in order): (Source: CMI) In-person events Webinars/webcasts Case studies White papers Videos
- #53 Contextualise in their business model
- #54 Contextualise in their business model
- #56 Contextualise in their business model
- #57 Closing slide