Score seattle presentation 7.9


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Educational presentation to the Score Seattle mentor group explaining the broad strokes concepts of content marketing and content strategy applicable to start-up businesses.

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Score seattle presentation 7.9

  1. 1. Content Marketing & Content Production Ideas (quick reference consolidated deck - for educational purposes only) Kim Barnes Business Development/Media Producer FusionSpark Media July 9, 2013 Tuesday, July 9, 13
  2. 2. what is content marketing? Tuesday, July 9, 13
  3. 3. the term “content marketing” emerged circa 2008: content marketing is any marketing media format that involves the creation and sharing of media and/or publishing content in order to acquire or retain customers content marketing is focused not on direct advertising or selling but by way of authentic, two-way communication with prospects and customers the idea is to inspire business and loyalty from buyers by delivering: consistent, ongoing, audience relevant content that positions any business, (either B2B or B2C) as the hub, a definitive resource, thought provoker or expert with valuable information through a combination of PAID, OWNED and EARNED media transmitted to the target audience via the applicable social media channels Tuesday, July 9, 13
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  7. 7. credit: Tuesday, July 9, 13
  8. 8. things your clients might say about content and social media: “ i don’t know what to blog/write/video/photo about” “i don’t have time to do all of this trying to just start my business” “it’s all too expensive to create all this stuff” “this twitter/social media thing... i just don’t get it” “i feel like there’s just too much out there already on the subject/it’s too late to start” Tuesday, July 9, 13
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  10. 10. it’s all evolving by the day, week, month and year, so there’s no reason to believe that it’s too little, too late it’s never too late for you to jump in... Tuesday, July 9, 13
  11. 11. curation is a great solution to time & content resource problems direct free download source: Curata Tuesday, July 9, 13
  12. 12. 1-7-30-4-2-1 Editorial Calendar AS SEEN IN client’s that don’t have time? best practice is to plan ahead and develop editorial curation, creation and distribution calendar Tuesday, July 9, 13
  13. 13. • Curated •Twitter • Facebook • Image Memes • Pinterest • Instagram •Vine • Curated • Blog Posts (Original and Guest) • Podcast • Video Tip • Webisodes • Contest / Sweepstakes • WORKSHOP: • ANNUAL AWARDS GALA: • for larger orgnaizations - educational seminar, networking group • Provides content for ongoing cycles • Curated • Create original interview or profile of a strategic partner • Media coverage • Curated • Seasonal Guide or similar quarterly self publication Sample Editorial Calendar (from a recent case study) ....there’s nothing wrong with reusing the same content over a period of weeks. Tuesday, July 9, 13
  14. 14. it’s all about creating a central resource of relevant educational or emotive storytelling (conductive content) that inspires peer to peer sharing and engages conversation “likes” and “follows” don’t matter but sharing great content and conversation in the correct social media space does matter, a lot. content marketing maximizes brand message,“virtual” word of mouth -and- qualifies leads that lead directly or indirectly to a call to action or a sale Tuesday, July 9, 13
  15. 15. content marketing requires a good content strategy to both devise and utilize high quality, audience relevant paid, owned and earned content that is searchable, shareable and most importantly actionable in some way to achieve marketing goals. Tuesday, July 9, 13
  16. 16. aligning content with the buyer’s journey Tuesday, July 9, 13
  17. 17. your clients cannot afford not to put the effort in with a basic content strategy in the social media space, in particular working with video and other forms of full color imagery. the process takes time, persistence, patience and observation - it’s all sowing seeds for the long haul so don’t give up! Tuesday, July 9, 13
  18. 18. inspire - inform - influence Tuesday, July 9, 13
  19. 19. content marketing cycle Tuesday, July 9, 13
  20. 20. Blogs, Journalistic Writing (& How-To Articles - not featured here) Multiple Projects, Multiple Writers Springs are a lot like people. Once you've spent enough time with them, you discover that no two are alike; each has its own character and spirit as well as good days and bad days. Springs also have their shining stars, where evolution seems to have spent a bit more time making sure it got everything right. In north Florida, that star is Wakulla Springs. "Wakulla is the Mecca of springs and underwater caves," diver and film producer Jill Heinerth tells me. "Movies, world-record cave dives, archeological discoveries, you name it—Wakulla is where it all happened first." Excerpt - Exploring Wakulla Springs: One Small Step for Inner Space Full Post In 1830, novelist Mary Shelley wrote about a scientist who used body parts from people who had died to construct a living being who was morally and physically superior to other humans. Popular culture soon transformed this book entitled "Frankenstein" into a warning about the dangers of tinkering with nature. All subsequent fictional depictions of transplantation have been relentlessly negative. While such negative stories often overshadow the positive, life-affirming aspects of transplantation, a growing body of literature - letters between transplant recipients and families of donors - does capture the emotions that arise when a dead person saves someone else's life. Such letters pass through the office of Lara Moretti, director of Family Support Services at the Gift of Life Donor Program in Philadelphia. Excerpt - Finding the Healing Power of Donation Full Post By Peter Lane Taylor By Joel Swerdlow Research & WritingContent Strategy Talent NetworkKEY INPUTS: Original Material Created by: FusionSpark Media (c) Tuesday, July 9, 13
  21. 21. Video Storytelling Whidbey & Camano Islands Tourism - View Scripts & Voiceover Video Talent NetworkKEY INPUTS: Music Original Material Created by: FusionSpark Media (c) Text Tuesday, July 9, 13
  22. 22. Video Storytelling short video stories can be made for no money Tuesday, July 9, 13
  23. 23. Whidbey & Camano Islands Tourism - View Infographics Research & Writing Graphics / Illustration KEY INPUTS: Creative Ideas Content Strategy Original Material Created by: FusionSpark Media (c) Tuesday, July 9, 13
  24. 24. Florida Springs: Protecting Nature’s Gems / Florida Dept. of Env. Protection - View Interactive Graphics Interactive Design Research & Writing Original Illustration Information Architecture Content Strategy Creative Ideas KEY INPUTS: Tuesday, July 9, 13
  25. 25. Ebooks and White Papers direct free download sources: Curata, Hubspot, Marketo Tuesday, July 9, 13
  26. 26. making it legal. the basics of rights flow & assignment ( brown paper bag version) kim barnes recovering indie film producer media biz affairs geek Slide Presentations Tuesday, July 9, 13
  27. 27. Editorial Style Images or Memes (or quotes) Demo Material - Educational Internal Use Only Tuesday, July 9, 13
  28. 28. Editorial Style Images or Memes (or quotes) Photography Talent NetworkContent Strategy Creative IdeasKEY INPUTS: Tuesday, July 9, 13
  29. 29. “Educating the mind without educating the heart is no education at all.” Aristotle Quotes and Memes that generate discussions Tuesday, July 9, 13
  30. 30. Thanks so much for your time! Tuesday, July 9, 13