Transcript of "Evolutioncommunicationsgroupcapabilities2010 12713713375469-phpapp02(1)"
E VOLVING C ONTENT THAT C REATES I NTERACTION Mark Evertz
W HAT IS “E VOLVING C ONTENT ?” Information that grabs attention and creates 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
W HAT DOES “E VOLVED C ONTENT ” LOOK LIKE ? Refresh Share Discuss/Create Action Offer
C ONTENT E VOLUTION B EGINS AT H OME 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
W HAT IS C ONTENT ? A vehicle that transmits knowledge A collection of information that activates the desire to learn, interact and take action Examples: • Info graphic • Blog post • Newsletter • Web page • White paper/case study • Book/eBook •Video •Marketing Collateral •Webinar • Streaming Audio/Video •Podcast • Mobile applications •Social media micro- • Text messages blogging (Tweets, Updates, etc.)
W HY C ONTENT I S K ING 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)
H OW TO E VOLVE C ONTENT 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
E VOLUTION IN A CTION Audit – A deep dive into existing materials populated into a spreadsheet with description, date of creation and position in buy cycle
E VOLUTION IN A CTION Target – Define who you are talking to and what you want them to do Example 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
E VOLUTION IN A CTION 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
E VOLUTION IN A CTION 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
E VOLUTION IN A CTION 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)
E VOLUTION IN A CTION Promote – Use online and Create a blog on the subject matter and offline media at your introduce the content disposal based on budget as a piece in the puzzle Direct mail with Post a comment on an exclusive offer to existing blog related influencers in market to subject and E-mail with exclusive introduce the content offer to influencers in Use social media market action driver tools like Offer a subject matter Twitter, LinkedIn, expert Webinar with Facebook, etc., to Testimonial + content announce availability as a knowledge kit for tire-kickers
S AMPLE : N EW L IFE /O LD C ONTENT 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
S AMPLE : F ILLING THE G AP 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
S AMPLE : C LOSE THE D EAL 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.
S UCCESS S TORY: S UN M ICROSYSTEMS Content-rich site with passiveE-mail profiling back-end
EVOLUTION C OMMUNICATIONS G ROUP C APABILITIES & B ENEFITS 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 Evertz EVolution Communications Group Phone: E-mail: EvInOregon@gmail.com Twitter: @MarkAEvertzEvolved Thinking (Blog): http://markevertz.com THANK YOU!
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