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WHERE IS YOUR CONTENT TAKING YOU?Intentional Strategies for Content Creation
Kathryn GorgesMarketing Consulting
2© 2012 KATHRYN GORGES
MARKETING POSSIBIL ITY
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ROADMAP FOR TODAY
Where are we? The Big Picture The Choice Commitment What It Will Take On the Horizon
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
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WHERE ARE WE NOW?
Promotions Links to interesting
articles Questions Pictures and graphics
Blog entries Tweets Content calendar Themes Metrics
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
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ROADMAP FOR TODAY
Where are we? The Big Picture The Choice Commitment What It Will Take On the Horizon
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
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THE BIG PICTURE
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
Create visibility Attract new customers Build relationship with
loyal customers Increase perceived value
Maintain or increase price Increase revenues
Connect with best fit target market segments
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EXPERIENCE MARKETING SEQUENCE
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
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ADOPTION CURVE
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
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ONLINE ENGAGEMENT IS CONTENT
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
Storytelling Sharing Useable Information Simplifying complexity How to Exclusive information Depth and transparency Curiosity Inspiration and emotion
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ROADMAP FOR TODAY
Where are we? The Big Picture The Choice Commitment What It Will Take On the Horizon
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
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CONTENT OPTIONS(OR… WHAT IS YOUR BUSINESS?)
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
1. Play around2. Experimentation
with intention3. Rhythm, process,
metrics4. Integrated with job
positions and the culture
5. Monetized content
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PRODUCT COMPANIES BECOMING MEDIA COMPANIES
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
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ROADMAP FOR TODAY
Where are we? The Big Picture The Choice Commitment What It Will Take On the Horizon
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
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COMMITMENT AND POTENTIALINFORM YOUR STRATEGY
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
Resources Your business
values and culture
Integrating Inbound and Outbound
Focus
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ROADMAP FOR TODAY
Where are we? The Big Picture The Choice Commitment What It Will Take On the Horizon
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
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RESOURCES REQUIRED
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
Structure that enables creation and publishing
Staff combined with subject matter expert
Agencies, creative resources
Metrics that reflect your business objectives
Mindset – 24x7 tools Skills
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ROADMAP FOR TODAY
Where are we? The Big Picture The Choice Commitment What It Will Take On the Horizon
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
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ON THE HORIZON…
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
Mobile Personalized Anticipatory Gamified Experience for
itself
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WHERE CONTENT IS GOING…
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
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Marketing Possibility Be Powerfully Irresistible
Kathryn Gorges
Marketing Consulting
831-325-6158
Facebook.com/
SocialMarketingDiva
LinkedIn.com/in/KathrynGorges
@kagorges @SocialMktgDiva
© 2012 KATHRYN GORGES MARKETING POSSIBIL ITY
