Content Marketing & Content Production Ideas

(quick reference consolidated deck - for educational purposes only)

Kim BarnesBusiness Development/Media Producer

FusionSpark Mediakim@fusionspark.com

July 9, 2013

Tuesday, July 9, 13

what is content marketing?

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the term “content marketing” emerged circa 2008:

content marketing is any marketing media format that involves the creation and sharing of media and/or publishing content in order to acquire or retain customers

content marketing is focused not on direct advertising or selling but by way of

authentic, two-way communication with prospects and customers

the idea is to inspire business and loyalty from buyers by delivering:

consistent, ongoing, audience relevant content that positions any business, (either B2B or B2C) as the hub, a definitive resource, thought provoker or expert with valuable information

through a combination of

PAID, OWNED and EARNED media

transmitted to the target audience via the applicable social media channels

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credit: rosetta.com/adamhcohen.com

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things your clients might say about content and social media:

“ i don’t know what to blog/write/video/photo about”

“i don’t have time to do all of this trying to just start my business”

“it’s all too expensive to create all this stuff”

“this twitter/social media thing... i just don’t get it”

“i feel like there’s just too much out there already on the subject/it’s too late to start”

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it’s all evolving by the day, week, month and year, so there’s no reason to believe that it’s too little, too late

it’s never too late for you to jump in...

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curation is a great solution to time & content resource problems

direct free download source:

Curata

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1-7-30-4-2-1

Editorial CalendarAS SEEN IN

client’s that don’t have time? best practice is to plan ahead and develop editorial curation, creation and distribution calendar

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• Curated

• Twitter

• Facebook

• Image Memes

• Pinterest

• Instagram

• Vine

• Curated

• Blog Posts

(Original and

Guest)

• Podcast

• Video Tip

• Webisodes

• Contest /

Sweepstakes

• WORKSHOP: • ANNUAL AWARDS GALA:

• for larger orgnaizations

- educational seminar, networking group

• Provides content for ongoing cycles

• Curated

• Create

original

interview

or profile of

a strategic

partner

• Media coverage

• Curated

• Seasonal

Guide or

similar

quarterly

self

publication

Sample Editorial Calendar (from a recent case study)

....there’s nothing wrong with reusing the same content over a period of weeks.

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it’s all about creating a central resource of relevant educational or emotive storytelling (conductive content) that inspires peer to peer sharing and engages conversation

“likes” and “follows” don’t matter but sharing great content and conversation in the correct social media space does matter, a lot.

content marketing maximizes brand message, “virtual” word of mouth -and- qualifies leads that lead directly or indirectly to a call to action or a sale

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content marketing requires a good content strategy to both devise and utilize

high quality, audience relevant

paid, owned and earned content that is searchable, shareable

and most importantly actionable in some wayto achieve marketing goals.

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aligning content with the buyer’s journey

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your clients cannot afford not to put the effort in with a basic content strategy in the social media space, in particular working with video and other forms of full color imagery.

the process takes time, persistence, patience and observation - it’s all sowing seeds for the long haul so don’t give up!

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inspire - inform - influence

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content marketing cycle

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Blogs, Journalistic Writing (& How-To Articles - not featured here)

Multiple Projects, Multiple Writers

Springs are a lot like people. Once you've spent enough time with them, you discover that no two are alike; each has its own character and spirit as well as good days and bad days. Springs also have their shining stars, where evolution seems to have spent a bit more time making sure it got everything right. In north Florida, that star is Wakulla Springs.

"Wakulla is the Mecca of springs and underwater caves," diver and film producer Jill Heinerth tells me. "Movies, world-record cave dives, archeological discoveries, you name it—Wakulla is where it all happened first."

Excerpt - Exploring Wakulla Springs: One Small Step for Inner Space Full Post

In 1830, novelist Mary Shelley wrote about a scientist who used body parts from people who had died to construct a living being who was morally and physically superior to other humans. Popular culture soon transformed this book entitled "Frankenstein" into a warning about the dangers of tinkering with nature. All subsequent fictional depictions of transplantation have been relentlessly negative.

While such negative stories often overshadow the positive, life-affirming aspects of transplantation, a growing body of literature - letters between transplant recipients and families of donors - does capture the emotions that arise when a dead person saves someone else's life. Such letters pass through the office of Lara Moretti, director of Family Support Services at the Gift of Life Donor Program in Philadelphia.

Excerpt - Finding the Healing Power of Donation Full Post

By Peter Lane Taylor

By Joel Swerdlow

Research & WritingContent Strategy Talent NetworkKEY INPUTS:

Original Material Created by: FusionSpark Media (c)Tuesday, July 9, 13

Video StorytellingWhidbey & Camano Islands Tourism - View

Scripts & Voiceover Video Talent NetworkKEY INPUTS: Music

Original Material Created by: FusionSpark Media (c)

Text

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Video Storytelling

short video stories can be made for no money

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Whidbey & Camano Islands Tourism - View

Infographics

Research & Writing

Graphics / Illustration

KEY INPUTS:

Creative Ideas

Content Strategy

Original Material Created by: FusionSpark Media (c)Tuesday, July 9, 13

Florida Springs: Protecting Nature’s Gems / Florida Dept. of Env. Protection - View

Interactive Graphics

Interactive Design

Research & Writing

Original Illustration Information Architecture

Content Strategy Creative Ideas

KEY INPUTS:

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Ebooks and White Papers

direct free download sources: Curata, Hubspot, Marketo

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making it legal.the basics of rights flow & assignment

( brown paper bag version)

kim barnesrecovering indie film producer

media biz affairs geek

Slide Presentations

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Editorial Style Images or Memes (or quotes)

Demo Material - Educational Internal Use Only

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Editorial Style Images or Memes (or quotes)

Photography Talent NetworkContent Strategy Creative IdeasKEY INPUTS:

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“Educating the mind withouteducating the heart is no education at all.”

Aristotle

Quotes and Memes that generate discussions

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Thanks so much for your time!

kim@fusionspark.com

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