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Integrated Content Strategies

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Updated version of my previous Content Strategy presentation 4/23/12

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Integrated Content Strategies

  1. 1. WHERE IS YOURCONTENT TAKINGYOU?Intentional Strategies forContent CreationKathryn GorgesMarketing Consulting
  2. 2. © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 2
  3. 3. ROADMAP FOR TODAYWhere are we?The Big PictureThe ChoiceCommitmentWhat It Will TakeOn the Horizon © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 3
  4. 4. WHERE ARE WE NOW?  Promotions  Blog entries  Links to interesting  Tweets articles  Content calendar  Questions  Themes  Pictures and graphics  Metrics © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 4
  5. 5. ROADMAP FOR TODAYWhere are we?The Big PictureThe ChoiceCommitmentWhat It Will TakeOn the Horizon © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 5
  6. 6. THE BIG PICTURE Create visibility Attract new customers Build relationship with loyal customers Increase perceived value  Maintain or increase price  Increase revenues Connect with best fit target market segments © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 6
  7. 7. EXPERIENCE MARKETINGSEQUENCE © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 7
  8. 8. ADOPTION CURVE © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 8
  9. 9. ONLINE ENGAGEMENT ISCONTENT Storytelling Sharing Useable Information Simplifying complexity How to Exclusive information Depth and transparency Curiosity Inspiration and emotion © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 9
  10. 10. ROADMAP FOR TODAYWhere are we?The Big PictureThe ChoiceCommitmentWhat It Will TakeOn the Horizon © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 10
  11. 11. CONTENT OPTIONS (OR… WHAT IS YOUR BUSINESS?)1. Play around2. Experimentation with intention3. Rhythm, process, metrics4. Integrated with job positions and the culture5. Monetized content © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 11
  12. 12. PRODUCT COMPANIESBECOMING MEDIA COMPANIES © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 12
  13. 13. ROADMAP FOR TODAYWhere are we?The Big PictureThe ChoiceCommitmentWhat It Will TakeOn the Horizon © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 13
  14. 14. COMMITMENT AND POTENTIALINFORM YOUR STRATEGYResourcesYour business values and cultureIntegrating Inbound and OutboundFocus © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 14
  15. 15. ROADMAP FOR TODAYWhere are we?The Big PictureThe ChoiceCommitmentWhat It Will TakeOn the Horizon © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 15
  16. 16. RESOURCES REQUIRED Structure that enables creation and publishing Staff combined with subject matter expert Agencies, creative resources Metrics that reflect your business objectives Mindset – 24x7 tools Skills © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 16
  17. 17. ROADMAP FOR TODAYWhere are we?The Big PictureThe ChoiceCommitmentWhat It Will TakeOn the Horizon © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 17
  18. 18. ON THE HORIZON…MobilePersonalizedAnticipatoryGamifiedExperience for itself © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 18
  19. 19. WHERE CONTENT IS GOING… © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 19
  20. 20. Kathryn Gorges Facebook.com/SocialMarketingDiMarketing Consulting va831-325-6158 LinkedIn.com/in/KathrynGorges @kagorges @SocialMktgDivaMarketing Possibility Be Powerfully Irresistible © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 20

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