Keith Bates Blog

NEED TO STAND OUT IN YOUR MARKET?

Maybe your website is sending the wrong message!

October 26, 2017

Success in marketing is a relatively simple two step process…

The first step in planning is the big step. So pick a good Strategist!

Introducing the Content Engine. The planning may be driven by a digital ad agency, a marketing consultant, the company’s marketing department or…a blue ocean imaging strategist. The engine consists of six modules: three for planning and three for execution.

Creative Strategy

The ideal Creative Strategist should be familiar with “blue ocean strategies” …those of positioning your company in an uncontested area.

The Planning stage incorporates a sales/marketing audit, the strategy development, and the creative components required to go to market. The Execution stage includes a media arsenal, a deployment strategy, and resources for tracking effectiveness.

If you find the blue ocean strategy concept appealing and choose to deal strictly with a Creative Strategist you will need to find an individual that embraces both business/marketing skills and exceptional theme/imaging skills. The strategist should be equally skilled at writing business plans as drafting creative strategies and ideally has experience either as a serial entrepreneur himself or substantial experience in helping to launch start up companies. This skill-set often can be found in someone who has been an executive creative director or CEO with an ad agency.

In-house, or ad agency Execution can follow the completion of the independent Planning phase.

With the right planning completed the execution can then be done by a full service or boutique ad agency, or the clients marketing staff. Included in the Execution phase are such disciplines as the development of the Media Arsenal which will include both online technologies including digital, social media, videos, slide sharing, blogs, podcasting, SEO, SEM, eBooks, email, mobile, websites, webinars, virtual trade shows, etc, as well as offline activities including print media advertising, experiential marketing, telemarketing, road shows, print literature, and many others.

In addition to the media arsenal are Distribution Tactics involving effort put into influencer relations, management of relationships, content of value, direct mail, pursuit of contact opportunities, involvement in market activities, including accelerated contagion (the blitz).

Plus extensive effort put into Measurement based on listening, analyzing, and measuring of ROI for both social media and word of mouth episodes.

For a free copy of “Creativity—the critical gap between Messaging & Media” simply visit www.kbates.com home page for the link.

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Keith Bates has enjoyed a lifelong, around the world, passion for helping people communicate whether it was school buddy book reports or his former ad agency client’s marketing. Keith is different.

A content writer/strategist’s ability lets them see things others don’t. Keith learned early in life that provocative content and imaging were required to change attitudes and beliefs.

This skill came in handy with Keith’s more than 200 clients over the years, most of them software vendors, who found the requirement of translating developer language to end user language pretty challenging.

And today we have a new challenge, only it’s not inventor vs. end user but messaging vs. media. It’s OK to add digital media complexity for message distribution, but not for messaging requirements. 

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