7. We’re at an odd point in the
history of marketing where
brands can talk to us.
8.
9.
10. The concept of a post-purchase
relationship with a customer is
quite novel.
11. Relationship Starters
! Purchased digital content that required an
account
! “Liked” them on Facebook
! Tweeted about them
! Registered at their website
18. News vs. Reference Content
! Reference content generally has no time
sensitivity
! Reference content is pulled, news content is
pushed.
! Reference content is generally known-item
searching – it’s not usually browsed
19.
20. News vs. Branding Content
! Branding content is meant to drive home an
impression of a brand
! Imparting actual information about an
organization is secondary
! More advertising, less news
21.
22.
23. Key Differences of News Content
! Time horizon
! Information architecture
! Delivery
! Intent
27. “With Wikipedia, you’re not seeing a
series of posted items. You’re seeing a
single body of information,
continually updated and groomed.
Thus, the basic information stays right
where it’s easy to see. Wikis are more
‘speak to me like I know nothing’
information, rather than ‘tell me the
very latest nuance’ information.”
28. Time Horizon
! News is generally tied to some moment in
time.
! It either follows or precedes an event.
! After the moment has passed, does news
have any value?
! Is the event of any historical importance?
38. Pull?
! Very few people browse
news feeds
! Any searching of news
feeds is generally known-item searching
! Posting news items to a news feed is helpful
as a link target
39. Push
! To the general public, news content is
pushed, rather than pulled
! Users know that reference content is there,
so they go looking for it – known-item
searching.
! They don’t know news content exists, and it’s
temporal, not permanent.
44. The Big Eight
! To Inform
! To Impress
! To Associate
! To Introduce or Elaborate
! To Recount, Then Position
! To Educate, Then Position
! To Comply
! To Magnify
45. To Inform
! Promote an event the consumer might want
to be involved with
! Recount an event the consumer might not
have been involved with
46.
47. To Impress
! To demonstrate some level of momentum
! “Top of mind awareness”
! “Forget me not”
55. To Introduce or Elaborate
! Explain services and offerings from the
organization that the consumer might not be
aware of
! New product announcements
59. To Recount, Then Position
! Tell a story of a particular event and then
position the organization’s utility to this
event
! “Case Study”
60.
61. To Educate, Then Position
! Announce a statistic, then position the
organization’s response
! Traditionally the domain of white papers
! Oftentimes they maintain a veneer of
neutrality
75. The Big Eight
! To Inform
! To Impress
! To Associate
! To Introduce or Elaborate
! To Recount, Then Position
! To Educate, Then Position
! To Comply
! To Magnify
76. Goals
! Attend an event
! Know about a product or service offering
! Develop a sense of urgency about their
circumstances
! Think more highly of my brand
77. Key Question #4
What steps have I taken to enable
my audience to achieve my goal?
80. 1. Who is the audience?
! Current clients
! Prospective clients
! Prospective employees
! Local press
81. 2. What is the goal?
! To Impress:
! Blend is growing and therefore needs more staff
to keep up with demand
! To Inform:
! Be aware that Blend now has increased capacity
and can engage more work
82. 3. How is it pushed?
! RSS
! Facebook
! Twitter
! Pushed to Silicon Prairie News
! Companion press release to Argus Leader
83. 4. What is my call to action?
! There was none.
! It could have been:
! Visit their new profile pages
! Contact Blend to see how we can use this new
capacity for your benefit
! Apply at Blend
84. News has to become less
obligatory, more purposeful.