Intentional Content Strategies
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Updated version of my previous Content Strategy presentation 4/23/12
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Intentional Content Strategies
- 1. WHERE IS YOUR CONTENT TAKING YOU? Intentional Strategies for Content Creation Kathryn Gorges Marketing Consulting
- 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. 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. 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. 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. 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. EXPERIENCE MARKETING SEQUENCE © 2012 KATHRYN GORGES MA R K E T I N G P O S S I B I L I T Y 7
- 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. ONLINE ENGAGEMENT IS CONTENT 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. 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. CONTENT OPTIONS (OR… WHAT IS YOUR BUSINESS?) 1. Play around 2. Experimentation with intention 3. Rhythm, process, metrics 4. Integrated with job positions and the culture 5. 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. PRODUCT COMPANIES BECOMING 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. 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. COMMITMENT AND POTENTIAL INFORM 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. 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. 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. 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. 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. 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. Kathryn Gorges Facebook.com/SocialMarketingDi Marketing Consulting va 831-325-6158 LinkedIn.com/in/KathrynGorges @kagorges @SocialMktgDiva Marketing 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