The document discusses content strategies for Weight Watchers. It outlines different types of content that can be provided across mobile, desktop, social platforms and other channels. It describes tracking content performance and dynamically improving content based on data. It also discusses developing content tailored to different stages of readiness to change and maintaining commitment. Metrics for measuring success include engagement, subscriptions and retention. The document advocates for using data and consumer insights to develop personalized and location-specific content.

5. Mobile and desktop:
• Recipes
• Articles
• Videos
• Program guides
• Success Stories
Social Platforms
Alerts
Email newsletters
WW magazine
Cookbooks
Meeting room Weeklies
Program guides
Inspiration Help Celebration Myth Busting

6. To create a steady stream of content that delivers
the right content to the right people at the right time with
the right creative on the right platform and is not only tracked
to allow for clear attribution and optimization, but learns and
dynamically improves.

7. Stage of Change What it Sounds Like Level of Emotional Readiness Content programming
Precontemplation
Not ready to change
“My health is just fine.” Even though your doctor told
you that your high cholesterol could lead to a heart
attack.
You’re in denial or down. What might
happen in the future isn’t enough of a
motivation to change your behavior today.
You’re ok at a size X.
Contemplation
Thinking of changing
“I know I need to lose weight but it’s just not
something I can do right now.”
You may have good intentions but you
haven’t made mental commitment to
make change happen. But with a little
gentle support and guidance, you could be
successful. You start to talk to friends,
doctors, research online.
SUCCESS STORIES &
MOTIVATION
Moves into
COMMITMENT BELOW
[syndicated content]
Preparation “I have decided to start a weight loss program.” Now you’re ready. You’re energized,
nervous, wondering if it will work, but
motivated to take action.
Action
Doing it!
“I have been exercising 2X week at gym and I
stopped eating take-out fast food for lunch. I’ve
already lost 10 pounds – now just 15 more to go.”
You’re seeing the results of change but
need to continue commitment to stick with
it. Motivated, positive , but can get
overconfident.
Rewards
Slipping
Plateau
“I slept in so missed the gym. Went on vacation and
gained four pounds. I don’t understand, I eat the
same food every week and I’m still not losing.”
You’re cheating, slipping into old habits –
it’s ok, I can treat myself this one time.
You’re at a fork in the road. Losing
confidence and motivation. You push
through or give up. Repeat old messages:
I’m a failure.
Back on track or
Maintenance or
Off WW
“It’s ok that I gained 3 pounds while on vacation. I’ll
get back on track.” OR ““In less than one year, I quit
smoking, started exercising, lowered my cholesterol
and lost 40 pounds. I didn’t realize how bad I felt until
I started feel good.” OR “I’m done.”
Congratulations on your resilience or
Congrats on have successfully overcome
the challenge of change. Now the hard part
is making sure that you don’t fall back into
old, bad habits. Or – I can’t do this.

8. WHAT DO WE DO?
CREATE & PACKAGE
With a content management system that
keeps it all in one place so editors can
repackage and reuse.
CURATE
Assess content from partners, users.
MAKE US DISCOVERABLE
UX, search, brand awareness.
Strategically place content where potential,
lapsed and current members can find.
ACTIVATE
Connect, Share, Embed, Follow, Love,
Comment, Collect. Be a social butterfly!
DISTRIBUTE
Content anywhere, on any device.

9. WHAT WE NEED TO SUCCEED?
GREAT TALENT, STRONG, UNIFIED VOICE
• Storytellers, graphic designers, videographers, multimedia designers
EDITORS AS AUDIENCE SPECIALISTS
• Building an audience, activating, distributing
TECHNOLOGY
• Content management system that allows editors to schedule, report,
revise, track, package, file and search.
• Flexible templates
DATA
• listening tools
• dashboard metrics
• product discovery and consumer insights

10. How measure success
• Net Promoter Score goes up
• Signups from content (visitor site, newsletters)
• Click traffic on site and mobile
• Subscription & newsstand sales
• Ad sales revenue goes up
• Fans & Advocates not just # of members
• # of expressions, mentions (Are we buzz-worthy?)
• Likes, sharing of content
• Newsletter open rates
• Video usage and # minutes watched
• Global satisfaction surveys
• Effect on retention

12. DATA
CONTENT
TECHNOLOGY

13. Insight: WW purchasers overindex
on travel to multiple Florida locations,
Austin, and Dallas
Solution:
• Build a deeper connection by
connecting with them on a
personal level and through
content that matters
• Distribute tips to those users
before their trip about how to keep
your WW program on track while
traveling

18. *The Content Council Research 2015

19. *The Content Council Research 2015

20. 53.4%
53.9%
57.8%
59.5%
74.1%
10.3%
10.8%
6.5%
1.7%
35.6%
34.1%
29.7%
27.6%
23.3%
Measurement/Analytics
Development/Production
Distribution
Technology (CMS)
Strategy
My Company Our Agency Collaborative Effort DK/N/A
*The Content Council Research 2015

21. *The Content Council Research 2015