4-AW 2011 custom best practices-+DO+NOT... · • SEO black magic, Google PPC, pop-ups, the latest Web gimmick… • “These shortcuts are dead-ends. Instead, take a harder, but

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

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

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

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

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.

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)

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

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

Best Practices in Custom Media © 2011 Summit Media Group, Inc.

Sample gallery 8 projects in < 30 seconds

Best Practices in Custom Media © 2011 Summit Media Group, Inc.

Trade show coverage

•  Daily live coverage

•  E-mail newsletter

•  Microsite archive

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

Best Practices in Custom Media © 2011 Summit Media Group, Inc.

Custom web site

•  Controlling own destiny

•  Re-purposing existing content

•  E-mail component

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

Best Practices in Custom Media © 2011 Summit Media Group, Inc.

Targeted newsletter

•  Driving thought leadership

•  Taking on industry leader

•  Videos, case studies, show coverage

Best Practices in Custom Media © 2011 Summit Media Group, Inc.

Trade assn. newsletter

•  Full content strategy

•  Content from member companies

•  Full service

Best Practices in Custom Media © 2011 Summit Media Group, Inc.

Playbook

•  In-depth coverage of one topic

•  Original editorial

•  Magazine brand authority

•  BANT leads

Best Practices in Custom Media © 2011 Summit Media Group, Inc.

Questions?

David Newcorn VP/Digital & Custom Media automation World 312/238-9315 [email protected]