Purpose

To communicate specific ideas and generate engagement from a target audience, using such tools and methods as blogging, social media, search optimization, content distribution, and more.

Project Description

The Hive will

  • help articulate the idea to be communicated and the audience with whom to communicate (authenticity is key here);
  • interview key people of the client organization(s) and beyond;
  • generate meaningful and engaging digital content (from the point of view of those with whom we want to communicate);
  • distribute that content online through strategic and managed publishing, posting, and sharing;
  • engage in authentic conversation with those interested parties who engage;
  • connect inquiring parties to the appropriate representatives as chosen by client organizations.

Components of Program

Generation of Content

The creation of meaningful content is a FIRST CORE component of Internet Marketing. We want your content – research, videos, articles, plans, and other documents. Then we will interview the key identified people. These are the ways to generate content.

We will create textual content in the form of posts, articles, white papers, etc. And we will create video content, usually interview-style video. We will also find and share related content.

Both well-produced and more candid content are usually needed for a successful Internet Marketing Campaign. But be aware that the program is more about connections than deliverables. The deliverables bring something of value to conversations, but having conversations at all is more about a willingness to put yourself out there and be open and authentic.

For example, we don’t have the budget (nor the inclination) to create a fully produced video or analytical study. If you have these, that’s fantastic; the more content pieces you have for us to use the better. We will disseminate them, break them into meaningful pieces and share them, and discuss them with those who speak up, and connect them to whomever appropriate.

Distribution and Management Tools

Distribution of the meaningful content is the SECOND CORE component of Internet Marketing. We use these tools to distribute and manage the content:

  • client websites
  • third-party, publisher-driven websites
  • social media (user-driven) websites
  • search engines
  • email marketing

Assessment through Metrics

Quantity and quality of conversions (as defined in program)

A conversion is a predefined action for someone to take. For example, you may want those interested in a particular service or offering to fill out a form requesting a meeting/proposal/estimate.

Quantity and relevance of website visitors

How many people come to your site in a given period, where they are geographically located and what they demonstrated they were interested in.

Behavior of email marketing recipients

How many and who open the communication and in what way do they engage with it.

Social media interactions and network building

How many and what is the nature of the connections and interactions through the social web.

Meaningful presence in the search experience

Specifically where do you show up in search results for the high-traffic terms that fit most appropriately with your message/idea/offer/service.

Return from Project

The Hive activities generate:

  • Market Awareness
  • Compelling Messaging
  • Relevant Connections
  • Larger Network
  • More Prospects

Your role as a client is to participate and build meaningful relationships by being helpful, knowledgeable, and authentic.