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Mark EvertzInteractive Content Strategist
EVOLVING CONTENT THAT CREATES INTERACTION
WHAT IS “EVOLVING CONTENT?”
Information that grabs attention andcreates action
Knowledge that is absorbed and shared to widen the net of influencers or prospects
Something that is built upon by each reader or sharer via comments or new information
Always in motion based on prospect/industry pulse of business or personal needs
WHAT DOES “EVOLVED CONTENT” LOOK LIKE?
Refresh /Create Share Discuss
OfferAction
CONTENT EVOLUTION BEGINS AT HOME
Review of outbound materials to see where you are
Absorb existing industry/product sector online (tech forums, webinars, social media outposts, search engine keyword news alerts, Twitter Search, Google Buzz, FriendFeed, etc.)
Take the pulse of the communities to find commonly unmet expectations
WHAT IS CONTENT?
A vehicle that transmits knowledge
A collection of information that activates the desire to learn, interact and take actionExamples:
• Info graphic• Newsletter• White paper/case study• Video• Webinar• Podcast• Social media micro-
blogging (Tweets, Updates, etc.)
• Blog post• Web page• Book/eBook• Marketing Collateral • Streaming Audio/Video• Mobile applications• Text messages
WHY CONTENT IS KING
It Drives awareness
It Builds credibility
It Encourages preference
It Targets where prospects are in the “buy cycle”
It Keeps a person, organization, or company Fresh, relevant and innovative
It Promotes Action (Read > Learn > Validate > Compare > Join/Purchase)
HOW TO EVOLVE CONTENT
Audit – See what you have
Target – Define your Audience
Identify – Map your existing content to your audience and find gaps in content based on stages in buy cycle (Awareness, Interest, Analysis, Preference, Purchase)
Create – Write, shoot, record, develop customized information based on gaps
Refresh – Invigorate existing content by repackaging with new information or new media
Promote – Unify current marketing mix with social media tools to swiftly share new information
EVOLUTION IN ACTION
Audit – A deep dive into existing materials populated into a spreadsheet with description, date of creation and position in buy cycle
EVOLUTION IN ACTION
Target – Define who you are talking to and what you want them to doExample
Company – Proctor & Gamble
Audience – New moms 18-40 years old
Action – Take a 10-question survey on current challenges/needs
Offer – A sample product offering, discount coupons and free membership in “Super Mom Solutions Group” community
Buy cycle position –Awareness/Nurture
Based on marketing objective (Awareness/nurture), review content audit to determine content relevance
EVOLUTION IN ACTION
Identify
Determine if you can purchase or use up-to-date existing third-party content (analyst white papers, case studies, blog posts, news articles, etc.) that meet objectives
Determine if you can refresh existing studies or information with new findings to validate your audience’s concerns
Evaluate who would or how you could create new content to satisfy your objectives and audience
EVOLUTION IN ACTION
Refresh Mine existing content for relevant and timeless quotes
statements
Based on audit and online information gathering , find subject matter experts or customers to infuse new life into that existing material
Interview experts or customers for new information on subject matter
Example: Old White paper > eBook with Video/Audio testimonials and expert opinions
EVOLUTION IN ACTION
Create Based on content audit and online information
gathering define what’s most requested (Demo, ROI calculator, etc.)
Use industry and target research to guide content medium (print, eNewsletter, blog, Webinar, etc.)
Develop an asset that fosters action (register for information capture and buy cycle position; Learn more/take a meeting; Join a community of like-minded people to group-solve; sign up for newsletter)
EVOLUTION IN ACTION
Promote – Use online and offline media at your disposal based on budget
Direct mail with exclusive offer to influencers in market
E-mail with exclusive offer to influencers in market
Offer a subject matter expert Webinar with Testimonial + content as a knowledge kit for tire-kickers
Create a blog on the subject matter and introduce the content as a piece in the puzzle
Post a comment on an existing blog related to subject and introduce the content
Use social media action driver tools like Twitter, LinkedIn, Facebook, etc., to announce availability
SAMPLE: NEW LIFE/OLD CONTENT Repurposed
targeted sections of existing white papers
White papers were too old to use as is; this project extended their usefulness
New medium and new information created content that gained new life
SAMPLE: FILLING THE GAP
Content audit showed lack of assets tied to sales cycle
This datacenter virtualization timeline for Sun Microsystems filled the gap between awareness and internal advocacy
SAMPLE: CLOSE THE DEAL
Using a PowerPoint generator tool, this asset built a personalized PPT deck with charts, data, analyst info to help make a case for a project.
SUCCESS STORY: SUN MICROSYSTEMS
E-mail Content-rich site with passive profiling back-end
EVOLUTION COMMUNICATIONS GROUPCAPABILITIES & BENEFITS
Active Social Media Presence, Participation and Brand Monitoring
Content Auditing = Tool to Assess Current Content Relevance
Thorough Content Gap Analysis
Deeper Competitive Analysis
Fine-tuned Market Positioning
Targeted Messaging = Authentic exchange with audience based on expressed needs
“Evergreen” Go-to-Market Assets
Mark EvertzEVolution Communications GroupInteractive Media Strategist
Phone: 503.544.6661E-mail: [email protected]
Twitter: @MarkAEvertz Evolved Thinking (Blog): http://markevertz.com
THANK YOU!