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@ahavaL #confabMN

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@ahavaL #confabMN


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CHALLENGE #1


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Challenge #2


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incomplete


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About the brand/not about the buyer


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Challenge #3


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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 Marketing Sales Nurturing Database


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Content Strategy’s Core Model Align with business objectives Support users in accomplishing tasks


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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


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October 23, 2001


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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.


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WHY? HOW? WHAT?


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Build content that moves from the inside out and moves people


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Inspiration Marketing™


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What is Inspiration Marketing™?


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A JOURNEY?


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Today Define content strategy Build tools to organize our systems Define content marketing Learn to move from the inside out


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DEFINE CONTENT STRATEGY


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Content Strategy: Align with business objectives Support users in accomplishing tasks


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Content Strategy Has 3 Parts External Messaging: Answer the 5 essential questions Internal Workflow: How do we create a repeatable, sustainable content lifecycle? Technological Delivery of Content: How do we control the display and delivery of content?


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#1: Editorial/Brand All organizations need to know: To whom are you talking? Who are you? What are you trying to say? How do you say it? When and where do you say it?


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#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


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#3: Technical Display/Delivery of Content XML DITA Metadata Structured content Adaptive content Content modeling


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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


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The 5 Essential Questions


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5 Essential Questions 1. To whom are you speaking?


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To Whom Are you Speaking?


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5 Essential Questions To whom are you speaking? Who are you as a brand?


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Who are you as a brand?


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Identity Pillars


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Identity Pillars


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Identity Pillars


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5 Essential Questions To whom are you speaking? Who are you as a brand? What are you trying to say?


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What are you trying to say?


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Messaging Architecture


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Messaging Architecture


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Messaging Architecture


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Messaging Architecture


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Messaging Architecture


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Messaging Architecture


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5 Essential Questions To whom are you speaking? Who are you as a brand? What are you trying to say? How do you say it?


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How do you say it?


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Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient


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Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient


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Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient


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5 Essential Questions To whom are you speaking? Who are you as a brand? What are you trying to say? How do you say it? When and where do you say it?


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When and where do you say it?


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Editorial Calendar


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DEFINE CONTENT MARKETING


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Goals of content marketing Attract Acquire Engage or connect Drive profitable action


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If content marketing builds relationships, content strategy builds conversations.


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A NEW PARADIGM


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WHY? HOW? WHAT?


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FIND THE WHY.


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Summary Content challenges: too much, boring, incomplete, not strategic What is content strategy? How can we build strategic conversations? What is content marketing? How do we start with the why to open an emotional doorway?


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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


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Thank you! Ahava Leibtag Aha Media Group www.ahamediagroup.com ahavaL Linkedin Facebook


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