Monday, March 26, 2012

4 tips for creating a consistent transmedia content strategy

At the office, at home, and on the go, consumers are digesting and interacting with content on multiple platforms in increasing numbers. As marketers and content strategists, we need to be able to anticipate and meet their needs to engage, connect, and motivate them — whenever and wherever they need information.

At the heart of our ability to reach this goal is developing a consistent transmedia content strategy, writes Denise Zimmerman, president & chief strategy officer at Netplus, a full service digital agency.

Denise Zimmerman is a 25-year marketing veteran who has spent the past 18 years of her career focusing on the emerging digital landscape and best practice applications in marketing and communications.

She is blogging in conjunction with Content Marketing World2012 which will take place on September 4 – 6, 2012 at the Columbus, Ohio Convention Center.

It’s 2 full days dedicated to keynotes, 30 breakout sessions, and multiple tracks of programming, such as How to Develop a Content Marketing Strategy and Organizing Your Marketing Department for Publishing Success.

Here’s more of what Denise has to say about content strategy:

A consistent transmedia content strategy will not only help facilitate stronger and more meaningful connections with your customers, but it can also significantly extend the value of your content and amplify its overall impact.

While the best practices for content strategy are still evolving, there are steps you can take now to implement an effective transmedia content agenda that can be updated as content marketing practices continue to take shape.

Here are a few tips to consider as you get started:

1. Establish content strategy as a practice and discipline in your organization

2. Connect your content efforts to existing brand and/or marketing goals

3. Identify, analyze, and prioritize your assets

4. Make content findable, distributable, and extendable

Make sure you build in checks and balances, set benchmarks, and be prepared to apply a number of different measurement scenarios and tests to help you gauge how well your content efforts performed. Some common measurement guidelines you can use include:
  • conversion rates
  • engagement rates
  • new customer acquisition rates
  • cost per sale calculations
  • earned impressions
  • changes in the number of “shares” your content generates

Read more from Denise on the different ways to develop a consistent, transmedia strategy at

I also write about transmedia strategy in my upcoming book, N-of-8, so if you'd like to read more, click to why-transmedia-storytelling-is-future

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