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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Best practices in custom media
by David Newcorn, VP/Digital & Custom Media [email protected]
Summer 2011
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Marketing shifting focus
• 2010 Harvard Business Review article:
• “Companies must shift their focus from driving transactions to maximizing customer lifetime value. That means making products and brands subservient to long-term customer relationships.”
Source: “Rethinking Marketing” – http://hbr.org/2010/01/rethinking-marketing/ar/1
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Beware misleading shortcuts • SEO black magic, Google PPC,
pop-ups, the latest Web gimmick…
• “These shortcuts are dead-ends. Instead, take a harder, but more rewarding road—the road to influential content.”
Source: Clout: The Art and Science of Influential Web content
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Clout = Influential content
• Clout attracts the right people at the right time with the goal of changing what they think or do
• Clout is the outcome of publishing influential content during lasting relationships with people
• People need and use content to make decisions
Source: Clout: The Art and Science of Influential Web content
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
An experiment • InterContinental Hotels
experimented by comparing content created by marketing departments at each hotel vs. pro-quality outsourced content.
Source: Clout: The Art and Science of Influential Web content
• Results: Web site bookings for hotels with higher quality photos and text vastly outperformed by a significant margin.
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Content strategy questions • What are pain points your customers are
experiencing? • What in-house expertise do you have
that resonates with those pain points? • What’s the right mix of content types? • What’s the content presentation and
delivery strategy? • How best to match content to audience?
(Relevance)
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Media company partnership • We can guide your
strategy
• But someone on your end needs to drive it
• Regular meetings to review
A super-quick sales pitch
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
What we do • Clarify and guide your content strategy • Professionally produce content • Professional e-media design • Optimize headlines and descriptions to drive
engagement (opens, clicks, leads) • Analyze and interpret results • Testing and experimentation • Turn-key project management
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Sample gallery 8 projects in < 30 seconds
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Trade show coverage
• Daily live coverage
• E-mail newsletter
• Microsite archive
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
User group coverage
• Custom web site for internal user group event
• Daily live coverage
• E-mail component
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Custom web site
• Controlling own destiny
• Re-purposing existing content
• E-mail component
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Digital PDF magazine
• 12-screen mag
• Designed for screen
• Sent via e-mail
• Embedded links
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Targeted newsletter
• Driving thought leadership
• Taking on industry leader
• Videos, case studies, show coverage
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Trade assn. newsletter
• Full content strategy
• Content from member companies
• Full service
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Playbook
• In-depth coverage of one topic
• Original editorial
• Magazine brand authority
• BANT leads
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Best Practices in Custom Media © 2011 Summit Media Group, Inc.
Questions?
David Newcorn VP/Digital & Custom Media automation World 312/238-9315 [email protected]