Margot Bloomstein
@mbloomstein #CSAUSA
October 17, 2013
Assertive strategy:
Content amid constraints
Congratulations.
Is this good?
Right for your brand?
Sensible?
Sane?
Sustainable?
@mbloomstein | #CSAUSA 4
© 2013
So, about content marketing.
Content marketing is
unavoidable, inevitable…
and that’s a good thing.
Content marketing is one way—
but not the only way—to execute
on content strategy.
Life without industry
is guilt, and industry
without art is brutality.
– John Ruskin
Advocate for practical,
sustainable craft.
Own your work
product and process.
Constraints
@mbloomstein | #CSAUSA 10
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Constraints,
real and self-imposed
@mbloomstein | #CSAUSA 12
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Constraints,
external and internal
@mbloomstein | #CSAUSA 13
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Constraints,
external and internal
@mbloomstein | #CSAUSA 15
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If I’m out with a customer,
I’m not working on a blog post.
But check out the blog; you’ll learn
a lot and then we can talk more.
@mbloomstein | #CSAUSA 16
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Content strategy is a map
through the opportunity costs
of communication.
Content strategy is a map
through the opportunity costs
of communication.
@mbloomstein | #CSAUSA 17
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Strategy is just using limited resources
to accomplish a goal.
John Eckman (@jeckman)
Make tough choices.
Clarity of purpose:
Start with a message
architecture; drive it
through an editorial
calendar
@mbloomstein | #CSAUSA 19
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Premium
• Lindt embodies quality, in product, marketing, & company interactions
• Approachable: Quality indulgences are more accessible
• Trusted in brand and quality
Empowering
• Entrepreneurial: Innovating, championing individuals and successes
• Market driving: strategic and proactive
• Professional and consistent through experience and being responsive
Community-minded
• Engaged with the Lindt family
• Customer-oriented
• Socially conscious
Lindt & Sprüngli message architecture
@mbloomstein | #CSAUSA 20
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Scorn waste:
Invest in granular
content management
structured for reuse
@mbloomstein | #CSAUSA 24
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Share and socialize
the work:
Invest in guidelines
and training so others
contribute
@mbloomstein | #CSAUSA 26
© 2013 © Furman University
Break the box:
Balance consistency
with surprise, like
content and concepts
new to the industry
@mbloomstein | #CSAUSA 28
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This is not real.
@mbloomstein | #CSAUSA 29
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This is real.
@mbloomstein | #CSAUSA 30
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This is real.
Stand up for it—
and your content
and yourself.
@mbloomstein | #CSAUSA 31
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Stop putting “awesome”
on a pedestal.
@mbloomstein | #CSAUSA 32
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Embrace your reality
with clarity, structure,
and governance.
@mbloomstein | #CSAUSA 33
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Embrace your reality
with clarity, structure,
and governance.
You, your content,
and your brand deserve
nothing less.
@mbloomstein | #CSAUSA 34
© 2013
Thank you.
Margot Bloomstein
@mbloomstein
slideshare.net/mbloomstein
amzn.to/CSatWork
All images property of their respective owners or © Margot Bloomstein as noted.
