centerline capabilities - content and the buyer's journey
TRANSCRIPT
Content Examples | Powering the Buyer’s JourneyAugust 2012
of the60%B2B buying processis over before thefirst sales touch.
WE ARE A
CONTENTMARKETINGAGENCY
We believe in
accountable creative:strategies and assets that our clients love, and that achieve business goals.
Centerline Services & Deliverables
We are a single-point solution, working as an extension of our client’s in-house marketing team. We help our clients craft the right content strategy, and create the digital content to activate that strategy.
SERIOUSGAMES
SOCIAL MEDIAPLANNING &
DESIGN
VIDEOPRODUCTION
CASUALGAMES
INTERACTIVEDESIGN &
DEVELOPMENT
2D / 3DANIMATION
WRITING
MOBILE / WEB APPS
SEO &SEM
EDITING
SOUNDDESIGN
SALESTOOLS
STRATEGY
YOU
Content Creation & Delivery (Our Sweet Spot)
When it comes to the buyers journey, we help you do the heavy lifting. Creating awareness isn’t easy. But it’s also not as difficult as moving people from consideration to purchase to advocacy. Once someone becomes aware and decides to learn more, you have to be ready to nurture them through the buying process with a series of well-timed and crafted touchpoints. Content is the key.
AWARENESS CONSIDERATION DEMONSTRATION OPPORTUNITY PURCHASE ADVOCACY
MICROSITE
PRODUCT & SERVICEDEMOS
CUSTOMER REFERENCEPROGRAM
SERIOUS GAMES/SIMULATIONS
CUSTOMERREFERENCES
THOUGHTLEADERSHIP
PIECES
SALES TRAININGVIRTUAL
WHITE PAPERSWEBSITE
ASSESSMENT TOOLS& CALCULATORS
SALES ENABLEMENTTOOLS
OVERVIEW VIDEOS/ANIMATIONS
LIVE EVENTCONTENT
EMAIL NEWSLETTERSETC.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17SAMPLES:
CEI “Color For Pennies” Broadcast Commercial
We created a robot to help brand an office automation company. Think Transformer. This animated character has been put in commercials, on vehicles, on NHL Jumbotron screens and in print to proliferate this company’s unique brand. Using the well-known Transformer motif, we incorporated that branding around the notion of “Transform Your Business.”
BACK TO THE JOURNEY
Awareness
DuPont Kapton Product Animation
An animation that helps illustrate the universal applicability of DuPont’s Kapton product. This "voice of the expert" animation was given an organic, whiteboard feel… to create the feeling that the DuPont engineer himself is walking you through the benefits of the product.
BACK TO THE JOURNEY
Awareness
Physicians Pharmacy Alliance - Manifesto Video
Illustrating one company’s bold vision to make a huge difference. PPA has developed a disruptive technology that will change the way physicians, payors and pharmacies (which PPA is) will work together to help the most chronically ill patients in America. As such, this manifesto is a first shot to make the industry sit up and take notice. It is part of a complete re-brand.
BACK TO THE JOURNEY
Awareness
IBM “History of Tape Storage”
Spreading the legacy of a great innovation. IBM distinguished fellows reflect on tape storage innovation and its significance. This was a premier episode of a series of IBM thought leadership series.
BACK TO THE JOURNEY
Awareness/Consideration
IBM Microelectronics Thought Leadership
Thought leadership on the state of an important industry. The simple goal of this piece was to help establish IBM as the principal technical innovators behind most all of the technology inside mobile phones. They truly enable our connected world.
BACK TO THE JOURNEY
Awareness/Consideration
Wake County Economic Development - Defense Microsite
Disparate content doesn't mean a disjointed experience. A well-done landing page eases customers in by capturing their curiosity first. Here video interviews lead to a site leveraging focused content and rigorous infographics to illustrate the industry potential of a major metropolitan area.
BACK TO THE JOURNEY
Consideration
Coca-Cola Bottling Company Customer Reference for IBM
Authenticity and empathy lead to connections. That’s why customer references are so important to a content marketing mix. And the importance of video customer references is growing. They are now as influential in the purchase process as written case studies; and the Google Panda changes — the latest change to the search algorithm — has increased the value of video in search results.
BACK TO THE JOURNEY
Consideration
Eaton UPS “Professor Wattson”
A unique and engaging story begins with the storyteller. Character-driven animations — in which the viewer can identify with the personality and humor of the presenter — help translate complex concepts into informational, yet entertaining demos.
BACK TO THE JOURNEY
Consideration
IBM Mobility Infographic
Sometimes, the “facts” are powerful, but simply aren’t that engaging. A well done infographic can make them so. Why? Because the best infographics create a narrative — information plus interpretation — that give statistics gravity. And in the case of the Mobility Infographic, the extra step was taken to make it interactive, giving the site visitor an extra dose of emphasis.
BACK TO THE JOURNEY
Consideration/Demonstration
IBM Smart Work 3D Interactive
Teaching a C-level audience to work smarter. The IBM Smart Work Interactive cleverly illustrates how various industries are working smarter, and then strategically ties those solutions to IBM’s products and services. This quickly became the second highest grossing lead generation tool for this IBM division.
BACK TO THE JOURNEY
Demonstration
IBM CityOne
Training today’s workforce for tomorrow. In IBM’s CityOne serious game, users learn how to effectively deal with business, environmental, and logistical issues to make a city thrive. The launch of the project received such enormous publicity that it resulted in 7,000 pre-registrations, 10,000 registrations in the first month, and became the #1 lead generating asset for this division in 2010.
BACK TO THE JOURNEY
Demonstration/Opportunity
Lowe’s Shop Class “How To” Videos
How-to videos for one of America’s biggest home improvement stores. Quality video content generates revenue by converting passive viewers into active participants. With this strategy in mind, CENTERLINE partnered with Lowe's to revamp their online Shop Class series, and then began producing the videos, from script to shoot to post-production.
BACK TO THE JOURNEY
Demonstration/Opportunity
IBM “The Living Frame” - Event Opener
Exciting a large crowd with a very cool 3D animation. The goal of this piece was to get people energized about IBM Smarter Computing with a novel approach to illustrate the power of Smarter Computing across a lot of industries to an event audience.
BACK TO THE JOURNEY
Opportunity
IBM Mobile Storage Efficiency Calculator
“Proof in the Field.” This mobile ROI calculator helps customers match solutions to their environments as they are walking through them. This truly is a mobile sales tool for “in-the-field” sales support.
BACK TO THE JOURNEY
Opportunity/Purchase
IBM Smarter Computing Workload Simulator
Helping to illustrate IBM product differentiation. This is an online comparison tool allowing users to analyze the value of different computing environments. Its goal was to illustrate the real-cost savings and efficiencies, at scale, for customers exploring workload solutions on their own. The power in this tool is its ability to immediately render a simulated workload environment in 3D.
BACK TO THE JOURNEY
Opportunity/Purchase
IBM Rational Customer Reference Program
Advocacy is earned by providing compelling, ongoing value... they kind of value that triggers references. By letting your customers tell their story in their own words, you create evidence of your value in a more objective setting; and done right, your customer can gain a tool to express their value to their own clients, which is a universal victory.
BACK TO THE JOURNEY
Advocacy
Invensys Rail DimetronicChevrolet Volt
IBM Reference Hub
This is the future of sales-enabling, enterprise Content Management Systems. The Reference Hub was born of the idea that your sales teams, business partners and advocates need to be able to create custom content on the fly. It’s rip, mix, burn for serious business.
BACK TO THE JOURNEY
Advocacy
Please visit centerline.net for more.