15. Email Addresses/Contacts
Engaged
Prospect & Recycled
Lead
Sales Lead
Opportuni
ty
Custome
r
• Emails/Contacts: Not yet leads, just
have entered the funnel
• Engaged: Show real engagement by
downloading content, opening an
email, commenting on a blog post
• Prospect: Qualified but are not ready
to buy (decision makers?)
• Lead: Prospects that show enough
behavioral engagement that we want
to call them
• Sales lead: Qualified by sales
• Opportunity: Part of the active pipeline
• Customer: They have bought an
solution
• Upsell and retain: Keep them buying
Sales Funnel
MarketingSales
Nurturing
Database
18. Content Strategy’s Core Model
1. Align with business objectives
2. Support users in accomplishing tasks
Business
Goals
User
Tasks
19. Focus on the Pocket:
Use the secrets of content strategy to
turbocharge your content marketing
Confab Central
Ahava Leibtag, President
Aha Media Group
May 21 2015
25. 3 Parts of the Human Brain
• Neocortex: rational and
analytical, language center
• Midbrain & Hindbrain: limbic
system, decision making,
drives human behavior. Has
no capacity for language.
44. Content Strategy:
1. Align with business objectives
2. Support users in accomplishing tasks
Business
Goals
User
Tasks
45. Content Strategy Has 3 Parts
1. External Messaging: Answer the 5 essential questions
2. Internal Workflow: How do we create a repeatable,
sustainable content lifecycle?
3. Technological Delivery of Content: How do we control the
display and delivery of content?
46. #1: Editorial/Brand
All organizations need to know:
1. To whom are you talking?
2. Who are you?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?
47. #2: Workflow
They also need to know:
Internally who is responsible for all the different phases of a
content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern
50. If you want to teach people a new way of
thinking, don’t bother trying to teach them.
Instead, give them a tool, the use of which
will lead to new ways of thinking.
R. Buckminster Fuller
Designer, inventor, futurist
74. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
75. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
• We improved code so
information loaded faster.
76. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
• We improved code so
information loaded faster.
• We improved our databases.
77. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
• We improved code so
information loaded faster.
• We improved our databases.
• We created a glossary so
people could understand our
terms.
78. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?
80. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
81. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
82. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
83.
84.
85.
86.
87. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?
111. Summary
1. Content challenges: too much, boring, incomplete, not
strategic
2. What is content strategy?
3. How can we build strategic conversations?
4. What is content marketing?
5. How do we start with the why to open an emotional
doorway?
112. Focus on the Pocket:
Use the secrets of content strategy to
turbocharge your content marketing
Confab Central
Ahava Leibtag, President
Aha Media Group
May 21 2015
Buckets for unconscious incompetence
Bring back blue steps from slide 5
Tell Alan Belzberg story—how do we get to a place where we are confident to make decisions? How can we achieve fluency? We begin with understanding what content truly is.