integrated content strategies

WHERE IS YOUR CONTENT TAKING YOU?Intentional Strategies for Content Creation

Kathryn GorgesMarketing Consulting

2© 2012 KATHRYN GORGES

MARKETING POSSIBIL ITY

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ROADMAP FOR TODAY

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

© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY

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WHERE ARE WE NOW?

Promotions Links to interesting

articles Questions Pictures and graphics

Blog entries Tweets Content calendar Themes Metrics

© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY

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ROADMAP FOR TODAY

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

© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY

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THE BIG PICTURE

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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

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EXPERIENCE MARKETING SEQUENCE

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ADOPTION CURVE

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ONLINE ENGAGEMENT IS CONTENT

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Storytelling Sharing Useable Information Simplifying complexity How to Exclusive information Depth and transparency Curiosity Inspiration and emotion

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ROADMAP FOR TODAY

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

© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY

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CONTENT OPTIONS(OR… WHAT IS YOUR BUSINESS?)

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1. Play around2. Experimentation

with intention3. Rhythm, process,

metrics4. Integrated with job

positions and the culture

5. Monetized content

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PRODUCT COMPANIES BECOMING MEDIA COMPANIES

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ROADMAP FOR TODAY

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

© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY

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COMMITMENT AND POTENTIALINFORM YOUR STRATEGY

© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY

Resources Your business

values and culture

Integrating Inbound and Outbound

Focus

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ROADMAP FOR TODAY

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

© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY

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RESOURCES REQUIRED

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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

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ROADMAP FOR TODAY

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

© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY

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ON THE HORIZON…

© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY

Mobile Personalized Anticipatory Gamified Experience for

itself

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WHERE CONTENT IS GOING…

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Marketing Possibility Be Powerfully Irresistible

Kathryn Gorges

Marketing Consulting

831-325-6158

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SocialMarketingDiva

LinkedIn.com/in/KathrynGorges

@kagorges @SocialMktgDiva

© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY