Content Marketing

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Takeaway/Content Summary


Arriving at the Content Organizing Idea

Through the Lens of Your Brand Promise


  • Understand how brand truth and consumer truth overlap to arrive at a brand content organizing idea
  • Learn how to expand a brand statement/tagline to arrive at a brand content organizing idea that serves as a platform for a story system
  • Exercise: Develop your brand content organizing idea
  • Exercise: Test the elasticity of your brand content organizing idea


Defining Brand Content Excellence

Always-On Content Library



  • Gain a full understanding of content models created curated and distributed/syndicated
  • Define an always-on content library, short/medium/long form content within the create, customize and share framework
  • Learn the components of a content matrix, balancing the product/service/ utility benefits of a brand with lifestyle-centric benefits, to establish a content marketing platform that can serve both
  • Exercise: Prepare a content matrix


Content Marketing Platforms

Tools, Techniques and Platforms for Deploying Content Marketing


  • Understand the content tools, techniques and platforms for deploying content marketing across paid, owned and earned channels:
    • Authoring platforms
    • Curation and licensing models
    • Tagging/Link-farming models
  • Learn about SAS platforms and tools for commissioning and deploying original content, obtaining curated and licensed content and tagging methods for maximizing shareability and conversations
  • Exercise: Hands-on demonstration of SAS platforms and tools (vendor to showcase and adjunct hands-on exercise)


Content Measurement Frameworks

Measuring and Organizing for Content Marketing Initiatives


  • Learn how to develop a content measurement framework by defining KPIs and key measurement metrics to determine return on content marketing:
    • Content sharing measures
    • Content trending measures
    • Cultural currency/conversation measures: ROC/ROI
  • Exercise: Develop a measurement framework
  • Examine different marketing organization models to consider and/or test to activate content marketing:
    • Content marketing managers (beyond social)
    • Brand team ownership
    • Chief content officer (CCO) roles
    • Others
  • Exercise: Evaluate your current organizational model