Concise overview of the changing landscape of content creation. The choices of where your business will go with content -- creating a media orientation to add perceived value? Or minimal participation? or somewhere in between? The resources and restructuring needed to integrate content creation as a way of doing business. The future of content and engagement.

1. WHERE IS YOUR
CONTENT TAKING
YOU?
Intentional Strategies for
Content Creation
Kathryn Gorges
Marketing Consulting

2. ROADMAP FOR TODAY
Where the heck are we?
The Big Picture
The Choice
Commitment
What It Will Take
On the Horizon
© 2012 KATHRYN GORGES
MA R K E T I N G P O S S I B I L I T Y 2

3. WHERE ARE WE NOW?
 Promotions  Blog entries
 Links to interesting  Tweets
articles  Content calendar
 Questions  Themes
 Pictures and graphics  Metrics
© 2012 KATHRYN GORGES
MA R K E T I N G P O S S I B I L I T Y 3

4. THE BIG PICTURE
 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
© 2012 KATHRYN GORGES
MA R K E T I N G P O S S I B I L I T Y 4

5. ONLINE ENGAGEMENT IS
CONTENT
 Storytelling
 Sharing
 Useable Information
 Simplifying complexity
 How to
 Exclusive information
 Depth and transparency
 Curiousity
 Inspiration and emotion
© 2012 KATHRYN GORGES
MA R K E T I N G P O S S I B I L I T Y 5

6. CONTENT OPTIONS
(OR… WHAT IS YOUR BUSINESS?)
1. Play around
2. Experimentation with
intention
3. Rhythm, process, metri
cs
4. Integrated with job
positions and the
culture
5. Monetized content
© 2012 KATHRYN GORGES
MA R K E T I N G P O S S I B I L I T Y 6

7. PRODUCT COMPANIES
BECOMING MEDIA COMPANIES
© 2012 KATHRYN GORGES
MA R K E T I N G P O S S I B I L I T Y 7

8. COMMITMENT AND POTENTIAL
INFORM YOUR STRATEGY
Resources
Your business
values and culture
Integrating
Inbound and
Outbound
Focus
© 2012 KATHRYN GORGES
MA R K E T I N G P O S S I B I L I T Y 8

9. RESOURCES REQUIRED
 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
© 2012 KATHRYN GORGES
MA R K E T I N G P O S S I B I L I T Y 9

10. ON THE HORIZON…
Mobile
Personalized
Anticipatory
Gamified
Experience for
itself
© 2012 KATHRYN GORGES
MA R K E T I N G P O S S I B I L I T Y 10

11. CONTENT IS GOING…
© 2012 KATHRYN GORGES
MA R K E T I N G P O S S I B I L I T Y 11

12. Kathryn Gorges Facebook.com/SocialMarketingDi
Marketing Consulting va
831-325-6158 LinkedIn.com/in/KathrynGorges
@kagorges @SocialMktgDiva
Marketing Possibility
Be Powerfully Irresistible
© 2012 KATHRYN GORGES
MA R K E T I N G P O S S I B I L I T Y 12