Creating Content Chains

by | Jun 29, 2011 | Advice & Tips

Once you have created a promotion and pushed it out through a promotional channel, that promotional content can be used as a basis for creating other promotions in other promotional channels. For example, let’s say an organization’s top sales person has developed an effective voice mail message they use when they call someone for the first time. It’s brief, to the point, and has an interesting twist that gets people calling back. It’s possible that the voice mail message could also be used as a concept for a postcard mailing. It could also be documented and distributed to other sales people for their use, and in addition it could be turned into a 30-second radio commercial.

Another example is using a television interview as the basis for an article in a promotional newsletter. The television could also be highlighted on the company website or it could be referenced on a sell sheet used by the field sales staff.

The process of stringing promotions together like this is called building a content chain.

Carefully following the promotional process for creating messages, and then stringing them together to form content chains will create integrated marketing. No matter what the consumer’s contact point, be it the sales person, the website or a direct mail piece, they will receive a noticeably consistent and sales-rich promotional message.

Written by Lonny Kocina

Written by Lonny Kocina

Lonny Kocina is the CEO and Founder of Media Relations Agency which has been in business for nearly 35 years. During that time, Kocina also founded and sold two other businesses: Mid America Events and Expos, and Checkerboard Internet Services. Prior to that, Lonny worked as a marketing director for Investment Rarities Inc., a company with sales over 4 billion dollars. Kocina has also been a long time member of Vistage International which is a CEO peer mentoring organization. He was also a volunteer marketing mentor for Junior Achievement and the Carlson School of Business. For fun he has taught Principles of Marketing at the college level, and his recent book, the “CEO’s Guide to Marketing” is an Axiom Business Book silver medal winner as well as an Amazon bestseller. Lonny likes to kid that his third grade teacher may have summed him up best with a note sent home on his report card. “Lonny is a daydreamer and he’s getting worse each day. He complains of a stomach ache a lot and I don’t think he likes school much either.”


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