WHERE IS YOUR CONTENT TAKING YOU? INTENTIONAL STRATEGIES FOR CONTENT CREATION KATHRYN GORGES MARKETING CONSULTING.

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Presentation transcript:

WHERE IS YOUR CONTENT TAKING YOU? INTENTIONAL STRATEGIES FOR CONTENT CREATION KATHRYN GORGES MARKETING CONSULTING

2

ROADMAP FOR TODAY Where are we? The Big Picture The Choice Commitment What It Will Take On the Horizon 3

WHERE ARE WE NOW? Promotions Links to interesting articles Questions Pictures and graphics Blog entries Tweets Content calendar Themes Metrics 4

ROADMAP FOR TODAY Where are we? The Big Picture The Choice Commitment What It Will Take On the Horizon 5

THE BIG PICTURE 6  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

EXPERIENCE MARKETING SEQUENCE 7

8

ADOPTION CURVE 9

ONLINE ENGAGEMENT IS CONTENT Storytelling Sharing Useable Information Simplifying complexity How to Exclusive information Depth and transparency Curiosity Inspiration and emotion 10

ROADMAP FOR TODAY Where are we? The Big Picture The Choice Commitment What It Will Take On the Horizon 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 12

PRODUCT COMPANIES BECOMING MEDIA COMPANIES 13

ROADMAP FOR TODAY Where are we? The Big Picture The Choice Commitment What It Will Take On the Horizon 14

COMMITMENT AND POTENTIAL INFORM YOUR STRATEGY Resources Your business values and culture Integrating Inbound and Outbound Focus 15

ROADMAP FOR TODAY Where are we? The Big Picture The Choice Commitment What It Will Take On the Horizon 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 17

ROADMAP FOR TODAY Where are we? The Big Picture The Choice Commitment What It Will Take On the Horizon 18

ON THE HORIZON… Mobile Personalized Anticipatory Gamified Experience for itself 19

WHERE CONTENT IS GOING… 20

Marketing Possibility Be Powerfully Irresistible KATHRYN GORGES MARKETING CONSULTING