Connected Content — Making the Most of your Media

Connected Content Making the Most of your Media – Online & Off

Overview

•  What is Content Marketing?

•  What does “content” look like?

•  Creating and distributing content

•  How to find it in what you are already doing

•  Why focus on content?

What is Content Marketing?

•  The creation and sharing of media in order to acquire customers (Wikipedia).

•  The tactical process of creating communications for prospects, customers and other key target audiences (Forrester Research)


•  The creation and sharing of media for connecting with prospects, customers and other key target audiences


•  It’s a way to share what you think, know, believe, value to attract people who share those interests.

http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/

Before (and since) the Internet, organizations have been using information-based communications to engage potential and current audiences

What Does Content “Look” like?


•  Books •  Magazines •  Articles •  White papers •  e-book •  Program/

course materials

•  Blog posts •  Newsletter

•  e-news •  Tweets •  Tweetchat

archive •  Forum posts •  Status update •  Lists •  Case studies •  FAQ/ Q&A •  Data/stats

•  Research •  Fact sheet •  Testimonials •  Stories •  Survey results

Written


•  Photographs •  Photographs

with copy •  Composite

images •  Text/quotes on

a background

Images

•  Info-graphics •  Illustrations •  Marketing

materials •  Invitations •  Product covers •  Screen shots


•  Live action of events, interviews, education, and demonstrations

•  Animated demonstration, information, combination with live film

Video

•  Slide Shows •  Screen

capture, demo •  Webinar/

Webcast (GoToMeeting, WebEx)

•  Images linked to an audio recording

•  Short form – Vine

•  Online shows (YouTube, Google Hangouts, Ustream)


•  Audio extracted from a live action video

•  Recorded music

•  Digitally generated music

•  Recorded in person interviews

Audio

•  Phone Interviews

•  Phone meetings •  Skype calls •  Webinar audio •  Sound effects

Creation & Conversion BREAKDOWN

Image: Mark B Tomlinson/Flickr

Capture video at a live event: • Gala

• Seminar

• Fundraiser

• Webinar

• Hangout


•  Capture video at a live event

•  Edit into short segments




•  Grab still images (screen capture or in editing)





•  Transcribe or write copy from key points






•  Edit & add image to blog, email

EMAIL







•  Pull quotes and create social updates and images

EMAIL







•  Pull quotes and create social updates and images

•  Extract audio for podcast, recombine with still images

EMAIL

Image: Soundwave/Learn4Life/Flickr

Creation & Conversion BUILD-UP

Write Something Unplanned • Forum Post

• LinkedIn Answer

• Email

Creation & Conversion BUILD-UP

Write Something Unplanned • Forum Post

• LinkedIn Answer

• Email

http://bit.ly/11rTdOT

Creation & Conversion BUILD-UP •  Write something unplanned •  Expand, add detail, find links &

images to create a blog post.

Images: envelope/saxarocks/Flickr | books/Horla Varlan/Flickr


images to create a blog post. •  Edit down to a blurb for email


EMAIL


images to create a blog post. •  Edit down to a blurb for email •  Expand into an outline, create

slides & record a presentation or a demonstration


EMAIL





EMAIL




•  Edit video & post clips


EMAIL




•  Edit video & post clips •  Extract audio & use with slides


EMAIL




•  Edit video & post clips •  Extract audio & use with slides •  Pull out quotes & use with the

image for social posts, promotion


EMAIL





image for social posts, promotion •  Find data points & create an

info-graphic. Re-blog, post


EMAIL

38%





image for social posts, promotion •  Find data points & create an

info-graphic. Re-blog, post •  Develop an e-book & print a few


EMAIL

38%

 Facebook Image Post  Cover of Ebook  Art for Blog Post


 Facebook Status/Link


 Facebook Status/Link

 Twitter Posts/Links

Why Focus on Content

•  Buy a product

•  Join your organization

•  Donate

•  Join your email list

•  Volunteer

•  Share the story

YOUR GOALS

•  Buyers ready for action (donate, join, subscribe, participate)

•  Gathers looking for info (answers, ideas, education, certification)

•  Connectors wanting to share (in the know, show support)



•  Donate


•  Volunteer



YOUR GOALS THEIR INTERESTS






•  Donate


•  Volunteer









•  Donate


•  Volunteer









•  Donate


•  Volunteer




Why Focus on Content?

•  Keyword optimized copy is still critical to search

•  Demonstrate knowledge

•  Organize thoughts •  Flexible •  Easiest to create

inhouse •  Easily editable

Written Images Video/Audio






•  Instagram Pinterest Flickr

•  Stock images add up

•  Greater engagement and sharing

•  Tag for search







•  Instagram Pinterest Flickr

•  Stock images add up

•  Greater engagement and sharing

•  Tag for search

•  YouTube is the 2nd largest in search

•  Video is highly shared

•  Video provides lots of value in deconstruction

•  Audio can be posted on iTunes

•  Add to still images to mimic video


Thank You…now go write, record & film something…

Beth S. Brodovsky, President Iris Creative Group, Inc 610-567-2799

Connect at: [email protected]

www.iriscreative.com

www.linkedin.com/in/bethbrodovsky

www.twitter.com/bethbrodovsky

www.facebook.com/iriscreative

http://iriscreative.com/blog/

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Connected Content — Making the Most of your Media