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Mark EvertzInteractive Content Strategist

EVOLVING CONTENT THAT CREATES INTERACTION

WHAT IS “EVOLVING CONTENT?”

Information that grabs attention andcreates action

Knowledge that is absorbed and shared to widen the net of influencers or prospects

Something that is built upon by each reader or sharer via comments or new information

Always in motion based on prospect/industry pulse of business or personal needs

WHAT DOES “EVOLVED CONTENT” LOOK LIKE?

Refresh /Create Share Discuss

OfferAction

CONTENT EVOLUTION BEGINS AT HOME

Review of outbound materials to see where you are

Absorb existing industry/product sector online (tech forums, webinars, social media outposts, search engine keyword news alerts, Twitter Search, Google Buzz, FriendFeed, etc.)

Take the pulse of the communities to find commonly unmet expectations

WHAT IS CONTENT?

A vehicle that transmits knowledge

A collection of information that activates the desire to learn, interact and take actionExamples:

• Info graphic• Newsletter• White paper/case study• Video• Webinar• Podcast• Social media micro-

blogging (Tweets, Updates, etc.)

• Blog post• Web page• Book/eBook• Marketing Collateral • Streaming Audio/Video• Mobile applications• Text messages

WHY CONTENT IS KING

It Drives awareness

It Builds credibility

It Encourages preference

It Targets where prospects are in the “buy cycle”

It Keeps a person, organization, or company Fresh, relevant and innovative

It Promotes Action (Read > Learn > Validate > Compare > Join/Purchase)

HOW TO EVOLVE CONTENT

Audit – See what you have

Target – Define your Audience

Identify – Map your existing content to your audience and find gaps in content based on stages in buy cycle (Awareness, Interest, Analysis, Preference, Purchase)

Create – Write, shoot, record, develop customized information based on gaps

Refresh – Invigorate existing content by repackaging with new information or new media

Promote – Unify current marketing mix with social media tools to swiftly share new information

EVOLUTION IN ACTION

Audit – A deep dive into existing materials populated into a spreadsheet with description, date of creation and position in buy cycle

EVOLUTION IN ACTION

Target – Define who you are talking to and what you want them to doExample

Company – Proctor & Gamble

Audience – New moms 18-40 years old

Action – Take a 10-question survey on current challenges/needs

Offer – A sample product offering, discount coupons and free membership in “Super Mom Solutions Group” community

Buy cycle position –Awareness/Nurture

Based on marketing objective (Awareness/nurture), review content audit to determine content relevance

EVOLUTION IN ACTION

Identify

Determine if you can purchase or use up-to-date existing third-party content (analyst white papers, case studies, blog posts, news articles, etc.) that meet objectives

Determine if you can refresh existing studies or information with new findings to validate your audience’s concerns

Evaluate who would or how you could create new content to satisfy your objectives and audience

EVOLUTION IN ACTION

Refresh Mine existing content for relevant and timeless quotes

statements

Based on audit and online information gathering , find subject matter experts or customers to infuse new life into that existing material

Interview experts or customers for new information on subject matter

Example: Old White paper > eBook with Video/Audio testimonials and expert opinions

EVOLUTION IN ACTION

Create Based on content audit and online information

gathering define what’s most requested (Demo, ROI calculator, etc.)

Use industry and target research to guide content medium (print, eNewsletter, blog, Webinar, etc.)

Develop an asset that fosters action (register for information capture and buy cycle position; Learn more/take a meeting; Join a community of like-minded people to group-solve; sign up for newsletter)

EVOLUTION IN ACTION

Promote – Use online and offline media at your disposal based on budget

Direct mail with exclusive offer to influencers in market

E-mail with exclusive offer to influencers in market

Offer a subject matter expert Webinar with Testimonial + content as a knowledge kit for tire-kickers

Create a blog on the subject matter and introduce the content as a piece in the puzzle

Post a comment on an existing blog related to subject and introduce the content

Use social media action driver tools like Twitter, LinkedIn, Facebook, etc., to announce availability

SAMPLE: NEW LIFE/OLD CONTENT Repurposed

targeted sections of existing white papers

White papers were too old to use as is; this project extended their usefulness

New medium and new information created content that gained new life

SAMPLE: FILLING THE GAP

Content audit showed lack of assets tied to sales cycle

This datacenter virtualization timeline for Sun Microsystems filled the gap between awareness and internal advocacy

SAMPLE: CLOSE THE DEAL

Using a PowerPoint generator tool, this asset built a personalized PPT deck with charts, data, analyst info to help make a case for a project.

SUCCESS STORY: SUN MICROSYSTEMS

E-mail Content-rich site with passive profiling back-end

EVOLUTION COMMUNICATIONS GROUPCAPABILITIES & BENEFITS

Active Social Media Presence, Participation and Brand Monitoring

Content Auditing = Tool to Assess Current Content Relevance

Thorough Content Gap Analysis

Deeper Competitive Analysis

Fine-tuned Market Positioning

Targeted Messaging = Authentic exchange with audience based on expressed needs

“Evergreen” Go-to-Market Assets

Mark EvertzEVolution Communications GroupInteractive Media Strategist

Phone: 503.544.6661E-mail: EvInOregon@gmail.com

Twitter: @MarkAEvertz Evolved Thinking (Blog): http://markevertz.com

THANK YOU!