I produce campaigns that leverage Content-Driven Micro-Storytelling, and manage them across multiple platforms to reach any audience. Distributing over email, social media, Google Networks, I find the right people and deliver them the most impactful communication. Here are some elements that make up these Multi-Channel Campaigns:
"Content-Driven Micro-Storytelling"
What does that mean? Other than your daily-dose of jargon, Content-Driven Micro-Storytelling is a marketing approach that reflects today's consumer habits. It's an integrated marketing strategy that utilizes many easily digestible messages can be layered together to result in a complex and engaged understanding of a product or goal.
It all starts with understanding your audience, and with what content they will be interested in engaging. Depending on the campaign and resources available, that can be content created specifically for the campaign, or content that's repurposed/found.
Micro-Storytelling is the idea that every single thing you want to say should be communicable in the length of a Tweet. With the shortening of attention spans, this ensures that each touch-point in a campaign can be easily consumable. As you communicate through short and digestible messages over multiple channels, the result is that your audience has a deep understanding of your product without having to sit down and read a wordy description.
Targeting
The goal is to use the digital space to cultivate an engaged audience that is willing to do whatever you ask them to do. In order to accomplish that, the work cultivating an audience outside of the campaign itself is just as important as the messaging during the campaign. Providing engaging content throughout the year helps to develop a relationship with your audience in the digital space, and moves them towards becoming consumers and eventually proponents of your product.
For a completely new campaign, making sure the right message gets to the right audience is a combination of strategic targeting and trial and error. Our conception of who our audience is and how to target them has to be balanced with the groups of people who are actually engaging and responding to our content.
Results
Campaigns I produce average a 900% Return on Investment.