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1
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Arriving at the Content Organizing Idea
Through the Lens of Your Brand Promise
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2H:00M
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- 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
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2
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Defining Brand Content Excellence
Always-On Content Library
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2H:00M
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- 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
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3
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Content Marketing Platforms
Tools, Techniques and Platforms for Deploying Content Marketing
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2H:00M
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- 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)
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4
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Content Measurement Frameworks
Measuring and Organizing for Content Marketing Initiatives
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2H:00M
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- 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
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