1. E VOLVING C ONTENT THAT C REATES
I NTERACTION
Mark Evertz

2. W HAT IS “E VOLVING
C ONTENT ?”
 Information that grabs attention and
creates action
 Knowledge that is absorbed and shared to
widen the net of influencers or prospects
 Something that is built upon by each reader
or sharer via comments or new information
 Always in motion based on
prospect/industry pulse of business or
personal needs

3. W HAT DOES “E VOLVED C ONTENT ”
LOOK LIKE ?
Refresh
Share Discuss
/Create
Action
Offer

4. C ONTENT E VOLUTION
B EGINS AT H OME
 Review of outbound materials to see
where you are
 Absorb existing industry/product sector
online (tech forums, webinars, social media
outposts, search engine keyword news
alerts, Twitter Search, Google Buzz,
FriendFeed, etc.)
 Take the pulse of the communities to find
commonly unmet expectations

5. W HAT IS C ONTENT ?
 A vehicle that transmits knowledge
 A collection of information that activates the
desire to learn, interact and take action
Examples:
• Info graphic • Blog post
• Newsletter • Web page
• White paper/case study • Book/eBook
•Video •Marketing Collateral
•Webinar • Streaming Audio/Video
•Podcast • Mobile applications
•Social media micro- • Text messages
blogging (Tweets,
Updates, etc.)

6. W HY C ONTENT I S K ING
 It Drives awareness
 It Builds credibility
 It Encourages preference
 It Targets where prospects are in the “buy
cycle”
 It Keeps a person, organization, or company
Fresh, relevant and innovative
 It Promotes Action (Read > Learn > Validate >
Compare > Join/Purchase)

7. H OW TO E VOLVE C ONTENT
 Audit – See what you have
 Target – Define your Audience
 Identify – Map your existing content to your audience
and find gaps in content based on stages in buy cycle
(Awareness, Interest, Analysis, Preference, Purchase)
 Create – Write, shoot, record, develop customized
information based on gaps
 Refresh – Invigorate existing content by repackaging
with new information or new media
 Promote – Unify current marketing mix with social
media tools to swiftly share new information

8. E VOLUTION IN A CTION
 Audit – A deep dive into existing
materials populated into a
spreadsheet with description, date of
creation and position in buy cycle

9. E VOLUTION IN A CTION
 Target – Define who you are talking to and what you
want them to do
Example
 Company – Proctor & Gamble
 Audience – New moms 18-40 years old
 Action – Take a 10-question survey on current
challenges/needs
 Offer – A sample product offering, discount coupons and
free membership in “Super Mom Solutions Group”
community
 Buy cycle position –Awareness/Nurture
Based on marketing objective (Awareness/nurture), review
content audit to determine content relevance

10. E VOLUTION IN A CTION
 Identify
 Determine if you can purchase or use up-
to-date existing third-party content
(analyst white papers, case studies, blog
posts, news articles, etc.) that meet
objectives
 Determine if you can refresh existing
studies or information with new findings to
validate your audience’s concerns
 Evaluate who would or how you could
create new content to satisfy your
objectives and audience

11. E VOLUTION IN A CTION
 Refresh
 Mine existing content for relevant and timeless quotes
statements
 Based on audit and online information gathering , find
subject matter experts or customers to infuse new life
into that existing material
 Interview experts or customers for new information on
subject matter
Example: Old White paper > eBook with Video/Audio
testimonials and expert opinions

12. E VOLUTION IN A CTION
 Create
 Based on content audit and online information
gathering define what’s most requested (Demo,
ROI calculator, etc.)
 Use industry and target research to guide
content medium (print, eNewsletter, blog,
Webinar, etc.)
 Develop an asset that fosters action (register for
information capture and buy cycle position;
Learn more/take a meeting; Join a community of
like-minded people to group-solve; sign up for
newsletter)

13. E VOLUTION IN A CTION
 Promote – Use online and  Create a blog on the
subject matter and
offline media at your
introduce the content
disposal based on budget as a piece in the puzzle
 Direct mail with  Post a comment on an
exclusive offer to existing blog related
influencers in market to subject and
 E-mail with exclusive introduce the content
offer to influencers in  Use social media
market action driver tools like
 Offer a subject matter Twitter, LinkedIn,
expert Webinar with Facebook, etc., to
Testimonial + content announce availability
as a knowledge kit for
tire-kickers

14. S AMPLE : N EW L IFE /O LD C ONTENT
 Repurposed
targeted sections of
existing white
papers
 White papers were
too old to use as is;
this project
extended their
usefulness
 New medium and
new information
created content that
gained new life

15. S AMPLE : F ILLING THE G AP
 Content audit
showed lack of
assets tied to
sales cycle
 This datacenter
virtualization
timeline for Sun
Microsystems filled
the gap between
awareness and
internal advocacy

16. S AMPLE : C LOSE THE D EAL
 Using a PowerPoint
generator tool, this
asset built a
personalized PPT
deck with charts,
data, analyst info to
help make a case for
a project.

17. S UCCESS S TORY: S UN
M ICROSYSTEMS
Content-rich site with passive
E-mail profiling back-end

18. EVOLUTION C OMMUNICATIONS G ROUP
C APABILITIES & B ENEFITS
 Active Social Media Presence, Participation
and Brand Monitoring
 Content Auditing = Tool to Assess Current
Content Relevance
 Thorough Content Gap Analysis
 Deeper Competitive Analysis
 Fine-tuned Market Positioning
 Targeted Messaging = Authentic exchange
with audience based on expressed needs
 “Evergreen” Go-to-Market Assets

19. Mark Evertz
EVolution Communications Group
Phone:
E-mail: EvInOregon@gmail.com
Twitter: @MarkAEvertz
Evolved Thinking (Blog): http://markevertz.com
THANK YOU!