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A COMPLETELY NEW APPROACH TO
CONTENT MARKETING
Content CapsuleTM Overview
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Content Capsule
• The Content Capsule is a digital platform that houses various
content types in one highly interactive and sharable unit allowing for
strong engagement.
• Content can include videos, photos, interactive images, press
releases, presentations, documents, and links to social media
networks, websites and transactions.
• Capsules can be deployed across owned, earned and paid media
on all platforms; the web, mobile and social.
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Content Capsule
• The Capsule is designed to allow viewer interaction with product,
service or issue-related content.
• It allows a company to tell its whole story through progressively
more in-depth content.
• Viewers can make an informed decision and/or complete a
transaction without leaving the client’s content.
• All content in a Capsule can be updated while the Capsule is live in
distribution in direct response to viewer feedback.
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Content Capsule Microsite
Portable: Embeddable in other websites, blogs, etc. Lives in multiple places on the Web
Insert into paid media
Platform agnostics: Optimized for iPad/iPhone/Android
Easily customized; tailored to different markets, purposes
without additional programming
Flexible: Content elements can be individually shared
Accessible. Hover-over & entirely expands
Can be updated while in syndication within hours
Easily track and report on consumption of content
Time to build Hours/weeks Weeks/months
Cost $ $$$
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Content Capsule
COMPONENTS
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Components – Design
The Capsule is an open canvas, that is fully customizable and accommodates client branding and style guides.
What makes the Content Capsule unique is that it can be updated at ANY time.
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Components – Videos
Feature / Overview Videotells the viewer about the product, story, topic, issue, etc.
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Components – Videos
Additional videos give more detail, provide testimonials, expert opinions, answer questions and drive viewers to take action.
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Components – Documents & Links
Direct links to documents, images, presentations and other links to related content.
Other content can be added as needed and be changed at any time while the Content Capsule is in distribution
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Components – Call to Action
The Content Capsule enables a strong call to action. Ask viewers to buy a product, take a survey, utilize a coupon, sign up for a list, register for an event, enroll in a program, or any other action that makes sense for the company or brand.
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Components – Documents & Links
Use the brand or company logo as a link to the company home page.
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Components – Interactivity
The interactivity area allows for Social sharing
features:Facebook
TwitterE-mail
LinkedInEmbed Codes
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Components – Consumer Messages
Disclaimers, safety information, consumer
information, contest rules and other important
information can be directly incorporated into the
capsule.
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Content Capsule
FUNCTIONALITY
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Functionality - Video
Clicking on a video thumbnail plays that video
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Functionality - Hyperlinks
Capsule can also include transactions, Slide Share
and PowerPoint, interactive maps, links to transactions, polling and
other audience engagements
Clicking on a hyperlink opens that website
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Functionality - Documents Clicking on a document link opens that document
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Functionality - Images
Clicking on an image opens that image
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Content Capsule
SHARING - DISTRIBUTION
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Sharing - Facebook Clicking “Share on Facebook” opens a
Facebook Share This Link page
Users can enter their own text.
Client can pre-populate this text. Users can edit
this text.
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Sharing – Facebook (cont.)
Post is shared to user’s Facebook
Profile.
Link is to Content Capsule page.
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Sharing - TwitterClicking “Tweet This”
opens a Twitter post page
Sponsor determines pre-populated text to Tweet, but user can
edit.
Tweet is then posted to user’s Twitter feed.
Link goes back to
Content Capsule page.
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Sharing - LinkedIn Clicking “Share on LinkedIn” opens a LinkedIn
post page
Sponsor determines pre-populated text,
but user can add comments.
Capsule is then posted to user’s LinkedIn
updates.
Link goes back to
Content Capsule page.
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Sharing – LinkedIn (cont.)
Post is shared to user’s LinkedIn
updates.
Link is to Content Capsule page.
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Sharing - Email
Clicking “Email This” allows users to email the capsule to someone else, including an
image and URL for the Content Capsule page
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Content Capsule Embedded on Websites
Example of Content Capsule embedded
on website
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Content Capsule in Paid Media
Paid media placement of the
video unit.
(see next slide)
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Content Capsule in Paid Media (cont.)
When the user hovers over “See The Full Story, the
full Content Capsule expands as an
overlay
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Content Capsule Mobile and Tablet Deployment
Content Capsule and all content optimized for
mobile viewing
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Monitoring and Measurement
• Every piece of content within Content Capsule is monitored and measured.
Data collected is used to update Capsules while in distribution in direct
response to audience feedback.
– Impressions, interactions, clicks
– Total views for capsule unit and each piece of content
– Total shares for capsule unit and each piece of content
– Total embeds for capsule unit and each piece of content
– Video: average time watched and average percent of video watched
– Syndication and Social Sharing data (for unit and for individual content)
– Total number of documents downloaded
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Monitoring and Measurement