“Content strategy is to copywriting as information architecture is to design. I find this analogy to be especially encouraging because six years ago, as the crest of the first wave of the web was about to break, people had no idea what “information architecture meant.” – “Content Strategy: The Philosophy of Data” by Rachel Lovinger
“Content strategy refers to the planning, development, and management of content—written or in other media. The term is particularly common in web development since the late 1990s. It is a recognized field in user experience design, but also draws interest from adjacent communities such as content management, business analysis, and technical communication.” – Wikipedia.
These two mind maps double as modeling graphs to help visualize the thinking behind a brainstorming exercise. The objective being content distribution and promotion of a new digital asset.
Both charts present a variety of concepts to facilitate a discussion on defining goals, utilizing tools and channels and, most importantly, outlining options and related trade-offs.
In this particular case, the asset was originally created in an experiential marketing project. It, therefore, involves interactive content successfully consumed in face-to-face conversations, which engage target customers and key influencers.
At the time of writing this, we are looking at content adaptation and augmentation for online distribution. Addressing self-service prompts questions on the right content mix to generate new leads. This now entails the development of additional content accounting for the needs of a different experience.
Your comments and feedback are very much appreciated. Feel free to email and/or contact me on LinkedIn as you see fit. Thanks again.
By the way, in case you wondered, the title of this (as well as other posts) is “high tech marketing” only because that’s the industry I work in, but the above insights are relevant to other sectors.
“New research indicates that Webinars [and social media platforms], now well-established as a vital marketing tool for many companies, continue to rise in popularity. Almost 75% of companies surveyed recently by DemandGen Report have increased the frequency of webinars they host […] 84% use webinars for lead generation, 75% have increases frequency of webinars in the past year, more than 50% use LinkedIn and Twitter for webinar promotion […] it’s a 360-degree approach before, during and after a webinar.” – “Maximizing Webinars with Social and Interactive Engagement” by DemandGen. Research sponsored by GoToWebinar in 2010.
“1.83M corporate and business meetings, trade shows, conventions, congresses, incentive events and other meetings take place in the U.S., resulting in: $280B in direct spending, 1.78M U.S. jobs, $115B contribution to GDP, $28B in federal, state and local tax revenue, $66.8B in U.S. labor income […] contribution to the U.S. GDP is greater than, for example, motion picture/recording industry ($113B), performing arts/spectator sports/museums ($87B) and information and data processing services ($80B). Combined direct, indirect and induced effects of the meeting industry to GDP total $393B.” – “2012 Economic Significance Study” by PwC for the Convention Industry Council.
I am reviewing my notes from a discussion that I facilitated in 2009 here in Chicago. Frost & Sullivan’s Executive MindXchange program invited me as a thought leader to an event focusing on social media in the enterprise environment. We were addressing the future marketing impact of online tools such as webinars and social networking platforms. Some comments pointed to rapid growth cannibalizing budgets otherwise allocated to conventional events.
That discussion led to a scenario where companies would undertake more online marketing activities while downsizing the scope and scale of efforts traditionally devoted to industry trade shows and conventions. In hindsight, the paradox is that online communications and social media’s growth might have helped foster participation in conventional events instead. I am thinking of two factors worth considering as follows.
First, new technologies have lowered barriers and democratized access to communication channels. There now is a higher signal-to-noise ratio and, therefore, a more pressing need to clearly standout and differentiate. Second, analytics have become of the essence and relationships are king.
We are now paying far more attention to metrics dealing with: reputation, engagement depth and quality, meaningful conversations, leads and conversions and, most importantly, experiences and relationships. In this context, meeting in person and capturing someone’s undivided attention with a compelling demonstration experience can make all of the difference. I am thinking of businesses where personal relationships are paramount whether we are talking about decision makers and/or influencers.
As a result both online and conventional activities happen to be growing for many of us. I just took a quick look at my involvement in 50+ industry events since 2008 and created the above chart. I was interested in getting a feel for the relative share of the roles I get to play. Public speaking engagements and demonstrations of emerging and next generation technologies account for 50%. This is intertwined with social media as consultaglobal, my former blog and network on innovation management registered 500,000+ views while innovarista (this new blog) is picking up the pace.
I was recently asked about content syndication. I think that it would be best to provide an example: by the time you are reading this a link to this post on WordPress has been distributed across other social media platforms such as Twitter, LinkedIn and Facebook.
This helps to spread the word by giving my content more visibility. As a result, this blog registers more traffic and, most importantly, engagements, such as conversations and followers from those other platforms.
WordPress’ “Share this” and Twitter’s Facebook app:
- At the bottom of this post you will find (1a) WordPress’ “Share this” bar.
- I usually click on (1b) the “LinkedIn” button, which allows me to write custom updates for both LinkedIn and (1c) Twitter right there.
- Once that’s done, (1d) Twitter’s Facebook app will automatically post an update on my wall too.
- Hootsuite’s (2) message box makes it really easy to write an update.
- You can select of multiple platforms such as LinkedIn, Twitter and Facebook.
- Alternatively, this service can automatically create updates for various platforms by tapping into this blog’s RSS feed instead.
If This Then That:
- IFTTT lets users create “recipes,” these are extremely simple one line programs in this case.
- There already are many ready made recipes available, such as the ones that automatically create updates for (4a) Twitter and (4b) Facebook.
- Therefore, “if” I publish anything new on WordPress, IFTTT would “then” post the link on these other platforms right away.
It is also worth using a social media aggregator such as Hootsuite to get a glimpse of what’s going on across one’s social media accounts in just one screen.