Connected Content — Making the Most of your Media
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Transcript of Connected Content — Making the Most of your Media
Connected Content Making the Most of your Media – Online & Off
Overview
• What is Content Marketing?
• What does “content” look like?
• Creating and distributing content
• How to find it in what you are already doing
• Why focus on content?
What is Content Marketing?
• The creation and sharing of media in order to acquire customers (Wikipedia).
• The tactical process of creating communications for prospects, customers and other key target audiences (Forrester Research)
What is Content Marketing?
• The creation and sharing of media for connecting with prospects, customers and other key target audiences
What is Content Marketing?
• It’s a way to share what you think, know, believe, value to attract people who share those interests.
http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/
Before (and since) the Internet, organizations have been using information-based communications to engage potential and current audiences
What Does Content “Look” like?
What Does Content “Look” like?
• Books • Magazines • Articles • White papers • e-book • Program/
course materials
• Blog posts • Newsletter
• e-news • Tweets • Tweetchat
archive • Forum posts • Status update • Lists • Case studies • FAQ/ Q&A • Data/stats
• Research • Fact sheet • Testimonials • Stories • Survey results
Written
What Does Content “Look” like?
• Photographs • Photographs
with copy • Composite
images • Text/quotes on
a background
Images
• Info-graphics • Illustrations • Marketing
materials • Invitations • Product covers • Screen shots
What Does Content “Look” like?
• Live action of events, interviews, education, and demonstrations
• Animated demonstration, information, combination with live film
Video
• Slide Shows • Screen
capture, demo • Webinar/
Webcast (GoToMeeting, WebEx)
• Images linked to an audio recording
• Short form – Vine
• Online shows (YouTube, Google Hangouts, Ustream)
What Does Content “Look” like?
• Audio extracted from a live action video
• Recorded music
• Digitally generated music
• Recorded in person interviews
Audio
• Phone Interviews
• Phone meetings • Skype calls • Webinar audio • Sound effects
Creation & Conversion BREAKDOWN
Image: Mark B Tomlinson/Flickr
Capture video at a live event: • Gala
• Seminar
• Fundraiser
• Webinar
• Hangout
Creation & Conversion BREAKDOWN
• Capture video at a live event
• Edit into short segments
Creation & Conversion BREAKDOWN
• Capture video at a live event
• Edit into short segments
• Grab still images (screen capture or in editing)
Creation & Conversion BREAKDOWN
• Capture video at a live event
• Edit into short segments
• Grab still images (screen capture or in editing)
• Transcribe or write copy from key points
Creation & Conversion BREAKDOWN
• Capture video at a live event
• Edit into short segments
• Grab still images (screen capture or in editing)
• Transcribe or write copy from key points
• Edit & add image to blog, email
Creation & Conversion BREAKDOWN
• Capture video at a live event
• Edit into short segments
• Grab still images (screen capture or in editing)
• Transcribe or write copy from key points
• Edit & add image to blog, email
• Pull quotes and create social updates and images
Creation & Conversion BREAKDOWN
• Capture video at a live event
• Edit into short segments
• Grab still images (screen capture or in editing)
• Transcribe or write copy from key points
• Edit & add image to blog, email
• Pull quotes and create social updates and images
• Extract audio for podcast, recombine with still images
Image: Soundwave/Learn4Life/Flickr
Creation & Conversion BUILD-UP
Write Something Unplanned • Forum Post
• LinkedIn Answer
Creation & Conversion BUILD-UP
Write Something Unplanned • Forum Post
• LinkedIn Answer
http://bit.ly/11rTdOT
Creation & Conversion BUILD-UP • Write something unplanned • Expand, add detail, find links &
images to create a blog post.
Images: envelope/saxarocks/Flickr | books/Horla Varlan/Flickr
Creation & Conversion BUILD-UP • Write something unplanned • Expand, add detail, find links &
images to create a blog post. • Edit down to a blurb for email
Images: envelope/saxarocks/Flickr | books/Horla Varlan/Flickr
Creation & Conversion BUILD-UP • Write something unplanned • Expand, add detail, find links &
images to create a blog post. • Edit down to a blurb for email • Expand into an outline, create
slides & record a presentation or a demonstration
Images: envelope/saxarocks/Flickr | books/Horla Varlan/Flickr
Creation & Conversion BUILD-UP • Write something unplanned • Expand, add detail, find links &
images to create a blog post. • Edit down to a blurb for email • Expand into an outline, create
slides & record a presentation or a demonstration
Images: envelope/saxarocks/Flickr | books/Horla Varlan/Flickr
Creation & Conversion BUILD-UP • Write something unplanned • Expand, add detail, find links &
images to create a blog post. • Edit down to a blurb for email • Expand into an outline, create
slides & record a presentation or a demonstration
• Edit video & post clips
Images: envelope/saxarocks/Flickr | books/Horla Varlan/Flickr
Creation & Conversion BUILD-UP • Write something unplanned • Expand, add detail, find links &
images to create a blog post. • Edit down to a blurb for email • Expand into an outline, create
slides & record a presentation or a demonstration
• Edit video & post clips • Extract audio & use with slides
Images: envelope/saxarocks/Flickr | books/Horla Varlan/Flickr
Creation & Conversion BUILD-UP • Write something unplanned • Expand, add detail, find links &
images to create a blog post. • Edit down to a blurb for email • Expand into an outline, create
slides & record a presentation or a demonstration
• Edit video & post clips • Extract audio & use with slides • Pull out quotes & use with the
image for social posts, promotion
Images: envelope/saxarocks/Flickr | books/Horla Varlan/Flickr
Creation & Conversion BUILD-UP • Write something unplanned • Expand, add detail, find links &
images to create a blog post. • Edit down to a blurb for email • Expand into an outline, create
slides & record a presentation or a demonstration
• Edit video & post clips • Extract audio & use with slides • Pull out quotes & use with the
image for social posts, promotion • Find data points & create an
info-graphic. Re-blog, post
Images: envelope/saxarocks/Flickr | books/Horla Varlan/Flickr
38%
Creation & Conversion BUILD-UP • Write something unplanned • Expand, add detail, find links &
images to create a blog post. • Edit down to a blurb for email • Expand into an outline, create
slides & record a presentation or a demonstration
• Edit video & post clips • Extract audio & use with slides • Pull out quotes & use with the
image for social posts, promotion • Find data points & create an
info-graphic. Re-blog, post • Develop an e-book & print a few
Images: envelope/saxarocks/Flickr | books/Horla Varlan/Flickr
38%
Facebook Image Post Cover of Ebook Art for Blog Post
Facebook Image Post Cover of Ebook Art for Blog Post
Facebook Status/Link
Facebook Image Post Cover of Ebook Art for Blog Post
Facebook Status/Link
Twitter Posts/Links
Why Focus on Content
• Buy a product
• Join your organization
• Donate
• Join your email list
• Volunteer
• Share the story
YOUR GOALS
• Buyers ready for action (donate, join, subscribe, participate)
• Gathers looking for info (answers, ideas, education, certification)
• Connectors wanting to share (in the know, show support)
• Buy a product
• Join your organization
• Donate
• Join your email list
• Volunteer
• Share the story
Why Focus on Content
YOUR GOALS THEIR INTERESTS
• Buyers ready for action (donate, join, subscribe, participate)
• Gathers looking for info (answers, ideas, education, certification)
• Connectors wanting to share (in the know, show support)
• Buy a product
• Join your organization
• Donate
• Join your email list
• Volunteer
• Share the story
Why Focus on Content
YOUR GOALS THEIR INTERESTS
• Buyers ready for action (donate, join, subscribe, participate)
• Gathers looking for info (answers, ideas, education, certification)
• Connectors wanting to share (in the know, show support)
• Buy a product
• Join your organization
• Donate
• Join your email list
• Volunteer
• Share the story
Why Focus on Content
YOUR GOALS THEIR INTERESTS
• Buyers ready for action (donate, join, subscribe, participate)
• Gathers looking for info (answers, ideas, education, certification)
• Connectors wanting to share (in the know, show support)
• Buy a product
• Join your organization
• Donate
• Join your email list
• Volunteer
• Share the story
Why Focus on Content
YOUR GOALS THEIR INTERESTS
Why Focus on Content?
• Keyword optimized copy is still critical to search
• Demonstrate knowledge
• Organize thoughts • Flexible • Easiest to create
inhouse • Easily editable
Written Images Video/Audio
Why Focus on Content?
• Keyword optimized copy is still critical to search
• Demonstrate knowledge
• Organize thoughts • Flexible • Easiest to create
inhouse • Easily editable
• Instagram Pinterest Flickr
• Stock images add up
• Greater engagement and sharing
• Tag for search
Written Images Video/Audio
Why Focus on Content?
• Keyword optimized copy is still critical to search
• Demonstrate knowledge
• Organize thoughts • Flexible • Easiest to create
inhouse • Easily editable
• Instagram Pinterest Flickr
• Stock images add up
• Greater engagement and sharing
• Tag for search
• YouTube is the 2nd largest in search
• Video is highly shared
• Video provides lots of value in deconstruction
• Audio can be posted on iTunes
• Add to still images to mimic video
Written Images Video/Audio
Thank You…now go write, record & film something…
Beth S. Brodovsky, President Iris Creative Group, Inc 610-567-2799
Connect at: [email protected]
www.iriscreative.com
www.linkedin.com/in/bethbrodovsky
www.twitter.com/bethbrodovsky
www.facebook.com/iriscreative
http://iriscreative.com/blog/