Magnetic Content Studios - Capabilities
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Magnetic Content Studios - Capabilities

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An overview of Magnetic Content Studios, a full-service content marketing company that creates media for its clients.

An overview of Magnetic Content Studios, a full-service content marketing company that creates media for its clients.

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  • Full-Service: Our content marketing offering covers planning, publishing, promoting and optimizing content.Innovating Across Paid, Owned & Earned Media: We help brands become media – leveraging paid media to attract audience to owned content that earns and retains audience engagement.Consumer-Focused: Developing content strategies that fulfill business goals by first fulfilling the needs of the audience.A Media Expert: We’re a division of Empower MediaMarketing, one of the nation’s largest independent media agencies.
  • So, I think it’s important to understand how marketers are getting to this point….understand more around the why.
  • Further, 73% of consumers prefer to get company information from a company in the form of a collection of articles over an ad. She doesn’t want to be sold to, she wants to be guided and informed.
  • And this sharing audience is hitting network proportions, and a slew of new technologies are emerging and making it much easier for people to share content. This is only a limited representation of the sharing & curating platforms that are emerging. Some of these platforms aren’t new to you, but their impact on how marketers are investing in content has been significant.This is because quality non-branded Content is fueling these platforms
  • Outbrain is an Empower partner and one of the most advanced content discovery engines available to brands.
  • So, I think it’s important to understand how marketers are getting to this point….understand more around the why.
  • Our clients are a mix of retail, consumer packaged goods and financial services industries.
  • Lasik uses content to address concerns with the laser eye surgery procedure. This has helped them increase conversions and generate more booked appointments through their web site.
  • Lasik uses content to address concerns with the laser eye surgery procedure. This has helped them increase conversions and generate more booked appointments through their web site.
  • Famous Footwear is becoming the source for family, fashion and healthy living…something it’s audience is clearly looking for.
  • So when we break down content marketing, we can define it like this.- it’s a process…..a process of
  • Our brains are literally wired for stories.In 1748, the British politician and aristocrat John Montagu, the 4th Earl of Sandwich, spent a lot of his free time playing cards. He greatly enjoyed eating a snack while still keeping one hand free for the cards. So he came up with the idea to eat beef between slices of toast, which would allow him to finally eat and play cards at the same time. Eating his newly invented "sandwich," the name for two slices of bread with meat in between, became one of the most popular meal inventions in the western worldIf we listen to a powerpoint presentation with boring bullet points, a certain part in the brain gets activated. Scientists call this Broca's area and Wernicke's area. Overall, it hits our language processing parts in the brain, where we decode words into meaning. And that's it, nothing else happens.When we are being told a story, things change dramatically. Not only are the language processing parts in our brain activated, but any other area in our brain that we would use when experiencing the events of the story are too.
  • So as Marketers, it is critical for us to address the construct of story:Anecdote - First there is story, little “s” or the anecdote – usually a person sharing a focused account of an interesting or amusing event or experience. This helps explain the significant difference between how the media handles a story – delivered by a human – versus a body of content that might live on a brand’s website, with no apparent human author or voice.Metaphor – an experiment conducted by John Bargh at Yale "Volunteers would meet one of the experimenters, believing that they would be starting the experiment shortly. In reality, the experiment began when the experimenter, seemingly struggling with an armful of folders, asks the volunteer to briefly hold their coffee. As the key experimental manipulation, the coffee was either hot or iced. Subjects then read a description of some individual, and those who had held the warmer cup tended to rate the individual as having a warmer personality, with no change in ratings of other attributes.”Narrative – Then there is Story, big “S” or the narrative – this is the sum of the parts, or the total account of events and experiences. Technology now enables modern marketers to weave stories, little “s”, together, to paint a much broader picture of their brands and offeringsAnnotation – And lastly, there is annotation. This is what the media has learned to do brilliantly. They take one story and they build on it, telling it in various ways, with varying degrees of detail, with different metaphors that help relate the stories to different audiences.So as we think about the notion of Marketing Content – we fall back on age-old science of communication – it’s not new……but technology has brought it back.

Magnetic Content Studios - Capabilities Magnetic Content Studios - Capabilities Presentation Transcript

  • Helping Brands Create Media August 2013 Part of Empower MediaMarketing © 2013 Magnetic Content Studios. All rights reserved. This document and the information contained herein is proprietary and confidential. It may not be duplicated, redistributed, reused or displayed to any other party without the expressed written consent of Magnetic Content Studios.
  • Marketers Are Becoming Media
  • Marketing’s New Frontier Consumers are now in control of media consumption, and it has changed how marketers must manage message creation and distribution. Technology offers marketers direct access to the audience, providing a more dynamic mix of data and context. Therefore, marketers must create a more dynamic mix of content. Creating, publishing and distributing such a dynamic mix of content is forcing marketers to operate like the media – nimbly and in real-time. Empower created Magnetic Content Studios to help marketers create the media that attracts and engages the audiences that are critical to their businesses.
  • Landscape Assessment: Why Create Media
  • Media Consumption Is Shifting 60%
  • Media Is Interconnected 57%
  • 73% Articles Over Ads
  • Quality Content Is Now King
  • The Audience Is a Network 27mm Daily 10% Of All PV’s
  • The Distribution Network
  • Content Discovery Engines  180mm monthly U.S. users of the syndicated headlines  Reaches 81% of the U.S. online population  Ranked fourth in syndication reach behind ShareThis, Yahoo! and Google – and ahead of Facebook A Passive Search Engine Fueled by Editorial
  • Zero Barriers To Publishing
  • What We Do
  • Empower’s Content Practice Magnetic Content Studios is a branded practice within Empower MediaMarketing. Its staff has deep expertise in planning, building and maintaining sustainable content marketing programs that generate the audience engagement critical to our clients’ businesses. The Empower Group
  • Helping Brands Create Media Develop content strategies that define the WHY, WHAT, WHERE and HOW of content Create compelling content audiences seek and share Connect the content with the audience using paid and earned media Prove and enhance content marketing effectiveness Magnetic’s team of experienced content marketing specialists helps marketers Plan, Publish, Distribute and Optimize content that drives business results. We help brands…….
  • Our Capabilities
  • The Work
  • Our Clients
  • LasikPlus KPIs:  Credentialing  Lead-generation  Conversion
  • Stonyfield KPIs:  Credentialing  Trial
  • Famous Footwear KPIs:  In-store sales
  • US Bank Small Business KPIs:  Audience development
  • Bush’s Beans Case Study Is In Progress
  • Network of Partners & Tools
  • Magnetic is positioned upstream of an ever-emerging and collaborative content landscape A Studio Model B r a n d A u d i e n c e Content Creators Content Analytics Content Distribution Content Management Creating Media Agencies Media
  • Helping Brands Create Media August 2013 Part of Empower MediaMarketing © 2013 Magnetic Content Studios. All rights reserved. This document and the information contained herein is proprietary and confidential. It may not be duplicated, redistributed, reused or displayed to any other party without the expressed written consent of Magnetic Content Studios.
  • Appendix Modern Content Strategy
  • Content Strategy
  • Content Marketing Is Content marketing is the process of: 1. Sustaining the creation and distribution 2. Of information or creative materials 3. That are timely, relevant and valuable to an audience 4. As determined exclusively by that audience 5. In support of an organization’s overall strategic business and/or marketing objectives. The first four parts of this process are essentially no different from how publishers and the media operate. Marketers are marketing content to attract and retain audiences to drive their businesses. Marketers are simply replicating the media production process to drive their own businesses, directly.
  • Product The New Content Strategy
  • Physiology of Story A story, if broken down into the simplest form, is a connection of cause and effect.
  • Physiology of Story Story (Anecdote): A focused account of an interesting or amusing event or experience Story (Narrative): An account of events and experiences Annotation: The process of critiquing or explaining Metaphor: Words or phrasing that help the audience better relate to the storyteller
  • Content Strategy Brand Promise Media Habits Category Involvement Audience Needs Story