Content capsule overview
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The document describes a new digital content marketing platform called Content Capsule. Content Capsule allows companies to house various content types such as videos, photos, documents and social media links in one interactive and shareable digital unit. This allows companies to engage audiences and tell their story. Content Capsules can be deployed across websites, mobile apps, social media and paid media. They also allow content to be updated in real-time based on audience feedback.
Content capsule overview
- 1. A COMPLETELY NEW APPROACH TO CONTENT MARKETING Content CapsuleTM Overview ©2013 NextWorks. Content is proprietary and confidential. | 1
- 2. 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. ©2013 NextWorks. Content is proprietary and confidential. | 2
- 3. 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. ©2013 NextWorks. Content is proprietary and confidential. | 3
- 4. 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 $ $$$ ©2013 NextWorks. Content is proprietary and confidential. | 4
- 5. Content Capsule COMPONENTS ©2013 NextWorks. Content is proprietary and confidential. | 5
- 6. 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. ©2013 NextWorks. Content is proprietary and confidential. | 6
- 7. Components – Videos Feature / Overview Video tells the viewer about the product, story, topic, issue, etc. ©2013 NextWorks. Content is proprietary and confidential. | 7
- 8. Components – Videos Additional videos give more detail, provide testimonials, expert opinions, answer questions and drive viewers to take action. ©2013 NextWorks. Content is proprietary and confidential. | 8
- 9. 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 ©2013 NextWorks. Content is proprietary and confidential. | 9
- 10. 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. ©2013 NextWorks. Content is proprietary and confidential. | 10
- 11. Components – Documents & Links Use the brand or company logo as a link to the company home page. ©2013 NextWorks. Content is proprietary and confidential. | 11
- 12. Components – Interactivity The interactivity area allows for Social sharing features: Facebook Twitter E-mail LinkedIn Embed Codes ©2013 NextWorks. Content is proprietary and confidential. | 12
- 13. Components – Consumer Messages Disclaimers, safety information, consumer information, contest rules and other important information can be directly incorporated into the capsule. ©2013 NextWorks. Content is proprietary and confidential. | 13
- 14. Content Capsule FUNCTIONALITY ©2013 NextWorks. Content is proprietary and confidential. | 14
- 15. Functionality - Video Clicking on a video thumbnail plays that video ©2013 NextWorks. Content is proprietary and confidential. | 15
- 16. Functionality - Hyperlinks Clicking on a hyperlink opens that website Capsule can also include transactions, Slide Share and PowerPoint, interactive maps, links to transactions, polling and other audience engagements ©2013 NextWorks. Content is proprietary and confidential. | 16
- 17. Functionality - Documents Clicking on a document link opens that document ©2013 NextWorks. Content is proprietary and confidential. | 17
- 18. Functionality - Images Clicking on an image opens that image ©2013 NextWorks. Content is proprietary and confidential. | 18
- 19. Content Capsule SHARING - DISTRIBUTION ©2013 NextWorks. Content is proprietary and confidential. | 19
- 20. 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. ©2013 NextWorks. Content is proprietary and confidential. | 20
- 21. Sharing – Facebook (cont.) Post is shared to user’s Facebook Profile. Link is to Content Capsule page. ©2013 NextWorks. Content is proprietary and confidential. | 21
- 22. Sharing - Twitter Clicking “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. ©2013 NextWorks. Content is proprietary and confidential. | 22
- 23. 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. ©2013 NextWorks. Content is proprietary and confidential. | 23
- 24. Sharing – LinkedIn (cont.) Post is shared to user’s LinkedIn updates. Link is to Content Capsule page. ©2013 NextWorks. Content is proprietary and confidential. | 24
- 25. Sharing - Email Clicking “Email This” allows users to email the capsule to someone else, including an image and URL for the Content Capsule page ©2013 NextWorks. Content is proprietary and confidential. | 25
- 26. Content Capsule Embedded on Websites Example of Content Capsule embedded on website ©2013 NextWorks. Content is proprietary and confidential. | 26
- 27. Content Capsule in Paid Media Paid media placement of the video unit. (see next slide) ©2013 NextWorks. Content is proprietary and confidential. | 27
- 28. Content Capsule in Paid Media (cont.) When the user hovers over “See The Full Story, the full Content Capsule expands as an overlay ©2013 NextWorks. Content is proprietary and confidential. | 28
- 29. Content Capsule Mobile and Tablet Deployment Content Capsule and all content optimized for mobile viewing ©2013 NextWorks. Content is proprietary and confidential. | 29
- 30. 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 ©2013 NextWorks. Content is proprietary and confidential. | 30
- 31. Monitoring and Measurement ©2013 NextWorks. Content is proprietary and confidential. | 31