Home' micenet eMag : micenet AUSTRALIA February March 2015 Contents CONTENT & ENGAGEMENT | IAN ANDREW WALSH
he start of the year is synonymous
with new resolutions, setting new
goals and putting in place the
plans to execute them. Well
thought out programs and the logistics to
support these are fundamental.
So how does G1 holistically help our
clients achieve their program objectives and
integrate content to maximise impact leading
up to, during and long after the event?
Like any successful program we need to
start with a plan! Using the sales cycle as a
backbone there are four key steps to a
content plan and then four stages of
implementation leading up to the live
program that we will address over the
A content plan can be as simple as a one
page overview that should address the
Step 1 - What are we trying to achieve
with the content? The objectives will usually
mirror the program objectives, but it is always
worth restating them for clarity. I like to
always start with ‘What does the person have
to walk away knowing or feeling?’This is
critical to establishing the next few steps and
to establish clear goals for return on
Step 2 - How will we measure
achievement of the objective – the goals? If
the program objective is to drive revenue, or
increase sales, what type of content and
In a new series of articles G1 Group creative and managing director,
Ian Andrew Walsh, looks at the effective use of content and engagement.
WITH A PLAN
messaging will need to be developed to reinforce this? If the objective is an increase in
company or product awareness – what content collateral, video or other will be needed to help
immerse your audience in the product to drive this awareness as this will tie into the key
information that needs to be communicated.
Step 3 – How do we support the achievements of goals – the strategies? What is going to
happen throughout the sales cycle that the business is doing to support these goals and
objectives? This will give a cycle of timings of information that will need to be communicated
and when. Just putting up the information is not always enough to ensure your audience take
in the messaging, understand the steps they need to take to deliver on this, and have the
correct tools to implement it.
Step 4 – How do we rate the success of the program, what are the success metrics? How
are they calculated and evaluated? This will ultimately lead to the reward for both the business
and the individual but this key information needs to be communicated clearly. Will you have
interim tracking and will this be published? People will want to know how they are tracking and
how the business is tracking overall. And communicating the ‘prize’ at the end of the journey is
also key. What is the driving incentive for engagement to drive to the goal?
Combining the content plan with the engagement of the audience will drive awareness of
both the campaign and ultimately the reward at the end. What really drives this overall is
knowing your audience and how they will best interact, and then how to drive them to the web
platform to maximise engagement.
All of these elements require a clear map back to consistent wording, consistent goals and
consistent processes. This clarity of messaging will ensure the audience is able to understand
and engage with the objectives.
This area will take some time and in some cases many revisions to clarify. This is where an
agency can provide and add a fresh perspective to the development of the content. Working
through formats and messaging to provide a concise set of tools that provide clear, consistent
messaging with a logical reasoning flow for the audience.
With this clear map developed, the next step is establishing the best means of delivery
through the four main cycles of a promotion. This will be explored in the next edition through
the utilisation of web based and mobile applications and how video, articles, blogs and other
promotional content can be utlised to drive engagement. m
www.g1group.com.au firstname.lastname@example.org #IanAndrewWalsh
micenet AUSTRALIA | 27
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