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Developing An Engagement Laboratory
The document discusses strategies for enhancing engagement through innovative content formats and sales enablement techniques. It highlights the importance of modular content—both divisible and additive—and emphasizes testing and measuring offers to improve audience engagement. Key components include creating engaging content, understanding metrics, and collaborating between marketing and sales teams.
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Developing An Engagement Laboratory
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- 10. #C2C16 The Four Critical Questions: § Is it engaging? § Does the format make sense with the content? §Does it allow me to tell more of my story at once? § Is it a good investment? When Considering New Formats… Or risk building the puppy-monkey-baby of content!
- 11. #C2C16 The Infographic = § Eye-catching § Easy to understand §Make content digestible § …but often lack ability to track engagement
- 12. #C2C16 The NEW Infographic = § Brings the benefits of the layout § Adds interaction to increase interest §Dynamically builds the story to increase engagement
- 13. #C2C16 The BEST Infographics = § Bring the benefits of the layout § Add interaction and dynamic story telling §Integrate multiple formats to take the story further
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- 15. #C2C16 Two Approaches to Modular Content DIVISIBLE CONTENT • Longer, more in-depth piece • Sub-divided into smaller sections •Each section can stand on its own
- 16. #C2C16 Divisible Content: Why & How • Increase ROI • Works in a crunch •React to metrics or insights that indicate audience engagement Identify Content Find Hot-Spots Assess Messages Decide Formats Produce & Amplify
- 17. #C2C16 Divisible Content In Action § eBlast to SMBs §Goal: Break down a daunting task into something manageable § 565 unique readers; 1:13 per page
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- 19. #C2C16 Divisible Content in Action § Define transactional § Define relationship §J.C. Penny Example § Starbucks Example
- 20. #C2C16 Divisible Content in Action § Can I afford it? § Does it bring clarity to the story? §Has my audience engaged with it elsewhere or within in my other content? § What do benchmarks tell us?
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- 22. #C2C16 Two Approaches to Modular Content ADDITIVE CONTENT • Smaller pieces, often similar formats • Combined into a larger project •Work together to tell a brand story
- 23. #C2C16 Additive Content: Why & How • Increase ROI • Works even better in a crunch •Even easier to react to metrics or insights that indicate audience engagement (ex: social gems) Identify Content Find Themes Pick a Format Close Gaps Produce & Amplify
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- 32. #C2C16 Testing § A/B § Subject lines §Copy § Ads § Target § Timing
- 33. #C2C16 Go To Your Audience Using Search History § Scientific – less “gut” §And helps check the “gut”
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- 36. #C2C16 What is Sales Enablement https://www.td.org/Publications/Blogs/Sales-Enablement-Blog/2014/08/Defining- Sales-Enablement Is it: § Coaching/training? § Onboarding? §Content Creation? § Performing Analysis? § Basic Sales Training?
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- 41. Sales Prep Kits § Conversation starters § Questions to take you down solution path §Pain probing § Statistics
- 42. Marketing Content – One-Sheet 1. 3-Bullet content summary 2.Chart breakdown of each key topic and how it ties into your client’s marketing strategy 3. 3 Content goals 4. Thumbnail photo, linked to download full content piece 5. 1-3 New topics for consultants to consider and familiarize themselves with prior to discussing the piece in a client meeting 6. Marketing amplification activities schedule 1 2 3 4 5 6
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