The document describes a Content Capsule, a digital platform that houses various content types such as videos, photos, documents and social media links in an interactive and shareable format. Content Capsules can be deployed across websites, mobile apps, and social media. They are designed to allow viewers to interact with content and make informed decisions through progressively more in-depth content without leaving the capsule. All content in a Capsule can be updated in real-time.

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A COMPLETELY NEW APPROACH TO
CONTENT MARKETING
Content CapsuleTM Overview

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Content Capsule
• The Content Capsule is a digital platform that houses various
content types in one highly interactive and sharable unit allowing for
strong engagement.
• Content can include videos, photos, interactive images, press
releases, presentations, documents, and links to social media
networks, websites and transactions.
• Capsules can be deployed across owned, earned and paid media
on all platforms; the web, mobile and social.

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Content Capsule
• The Capsule is designed to allow viewer interaction with
product, service or issue-related content.
• It allows a company to tell its whole story through progressively
more in-depth content.
• Viewers can make an informed decision and/or complete a
transaction without leaving the client’s content.
• All content in a Capsule can be updated while the Capsule is live in
distribution in direct response to viewer feedback.

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Content Capsule Microsite
Portable: Embeddable in other websites, blogs, etc. Lives in
multiple places on the Web
Insert into paid media
Platform agnostics: Optimized for iPad/iPhone/Android
Easily customized; tailored to different markets, purposes
without additional programming
Flexible: Content elements can be individually shared
Accessible. Hover-over & entirely expands
Can be updated while in syndication within hours
Easily track and report on consumption of content
Time to build Hours/weeks Weeks/months
Cost $ $$$

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Content Capsule
COMPONENTS

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Components – Design
The Capsule is an open
canvas, that is fully
customizable and
accommodates client
branding and style guides.
What makes the Content
Capsule unique is that it
can be updated at ANY
time.

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Components – Videos
Feature / Overview Video
tells the viewer about the
product, story, topic, issue,
etc.

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Components – Videos
Additional videos give
more detail, provide
testimonials, expert
opinions, answer
questions and drive
viewers to take action.

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Components – Documents & Links
Direct links to
documents, images, prese
ntations and other links to
related content.
Other content can be
added as needed and be
changed at any time while
the Content Capsule is in
distribution

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Components – Call to Action
The Content Capsule
enables a strong call to
action. Ask viewers to buy
a product, take a survey,
utilize a coupon, sign up
for a list, register for an
event, enroll in a program,
or any other action that
makes sense for the
company or brand.

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Components – Documents & Links
Use the brand or company
logo as a link to the
company home page.

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Components – Interactivity
The interactivity area
allows for Social sharing
features:
Facebook
Twitter
E-mail
LinkedIn
Embed Codes

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Components – Consumer Messages
Disclaimers, safety
information, consumer
information, contest rules
and other important
information can be directly
incorporated into the
capsule.

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Content Capsule
FUNCTIONALITY

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Functionality - Video
Clicking on a video
thumbnail plays that video

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Functionality - Hyperlinks
Capsule can also include
transactions, Slide Share
and PowerPoint,
interactive maps, links to
transactions, polling and
other audience
engagements
Clicking on a hyperlink
opens that website

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Functionality - Documents Clicking on a document
link opens that document

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Functionality - Images
Clicking on an image opens
that image

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Content Capsule
SHARING - DISTRIBUTION

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Sharing - Facebook Clicking “Share on
Facebook” opens a
Facebook Share This Link
page
Users can
enter their
own text.
Client can pre-populate
this text. Users can edit
this text.

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Sharing – Facebook (cont.)
Post is shared to
user’s Facebook
Profile.
Link is to Content
Capsule page.

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Sharing - Twitter
Clicking “Tweet This”
opens a Twitter post page
Sponsor determines
pre-populated text to
Tweet, but user can
edit.
Tweet is then posted
to user’s Twitter feed.
Link goes back to
Content Capsule page.

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Sharing - LinkedIn Clicking “Share on
LinkedIn” opens a LinkedIn
post page
Sponsor determines
pre-populated text,
but user can add
comments.
Capsule is then posted
to user’s LinkedIn
updates.
Link goes back to
Content Capsule page.

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Sharing – LinkedIn (cont.)
Post is shared to
user’s LinkedIn
updates.
Link is to Content
Capsule page.

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Sharing - Email
Clicking “Email This” allows
users to email the capsule to
someone else, including an
image and URL for the Content
Capsule page

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Content Capsule Embedded on Websites
Example of Content
Capsule embedded
on website

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Content Capsule in Paid Media
Paid media
placement of the
video unit.
(see next slide)

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Content Capsule in Paid Media (cont.)
When the user
hovers over “See
The Full Story”, the
full Content Capsule
expands as an
overlay

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Content Capsule Mobile and Tablet Deployment
Content Capsule and all
content optimized for
mobile viewing

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Monitoring and Measurement
• Every piece of content within Content Capsule is monitored and measured.
Data collected is used to update Capsules while in distribution in direct
response to audience feedback.
– Impressions, interactions, clicks
– Total views for capsule unit and each piece of content
– Total shares for capsule unit and each piece of content
– Total embeds for capsule unit and each piece of content
– Video: average time watched and average percent of video watched
– Syndication and Social Sharing data (for unit and for individual content)
– Total number of documents downloaded

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Monitoring and Measurement