250 short story analysis
luisro22
Craftingapitch.pptContent Marketing Pitch
Writing the Pitch and Researching Businesses
Parts of a Pitch
How to make a killer pitch
How to write a content marketing pitch
Identify topic areas
Identify target sites
Identify and line-up your experts
Identify the target topic
Craft the pitch
Imaginary bookstore/bar
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Identify topic areas
- Find out what other companies/sites are saying about the same topic area
- Especially want to look at what competitors are saying
- But not just direct competitors, what anyone across the internet is saying about this topic
Research into other independent bookstores, other places that are food + thing draw (cat cafes for instance), novelty bars, etc. What are other people saying?
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Identify target sites
- Where would this content fit? Natively on the company’s website or social media? In a physical publication? As part of another publication?
- Where is content like this already being made available to your target audience and how will you get this new content to that audience?
Reach out to book clubs or universities in my area to see if they have newsletters or listservs were I could publish content? Think about travel sites? Authors and publishing companies?
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Identify experts
- Are you an expert on this topic area? Can you become one easily and quickly?
- If not, who will be your expert? Do you need to interview them? How will you make contact with this expert and bring them on board this project?
Maybe I talk to the owner of the bookstore, or maybe a bookclub that meets there every week, or maybe to an independent local author who does readings at the bookstore once a quarter—someone who knows more about bookstores than I do.
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Identify the target topic
- What specifically are you going to be writing about?
- What new information specifically are going to be giving to the audience and how will that help the business/organization?
- What is interesting, what adds value?
For a signature story: I’d write about the owner and how they got the idea to open this bar/bookstore combo and what the importance of this place is to the local community
For an entertainment branding piece: I’d do some “book art” pieces using old or damaged book to make art
For an informational branding piece: I’d do an informational piece how bookbinding/printing.
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Craft the Pitch
- Start with your lead value—what is the thing you are bringing to the table that isn’t already there?
- Demonstrate you know what you’re doing (your research)
- Identify and delineate the specific thing you are wanting to do
- Any additional background information
Content Marketing Pitch Assignment
Assignment Details
Parts of the pitch
- Reasoning, stats, audience analysis
- Local economic and/or social influence
- Intent of the relationship with the market
- Design idea(s)
- 2-3 ideas for long story piece
- 2-3 ideas for short story piece
- Schedule of completion
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Reasoning, Stats, Audience Analysis
- Why this business/organization? What is your connection to it? Why does it need your help? Why is content marketing the best/right approach?
- Who is the current audience of the advertising/marketing of the business/organization? What audience is the business/organization trying to reach? What would be appealing to that audience?
- Provide statistics on what would be relevant: money invested in advertising already, number of customers/volunteers/employees, sales, etc.
For my imaginary bookstore: I would start by saying that his business needs to raise awareness especially as independent bookstores aren’t doing too well. This particular bookstore needs more marketing because it’s in a great location in a populated town, but isn’t getting a lot of interest still. Content marketing will help raise awareness in the important populations to come in. As well as giving information to tourists about this location and hopefully draw people from outside of town into the store
The current audience would be anyone interested in reading/books—specifically trying to lure young professionals to use the space for book clubs and other book-related events who wouldn’t be able to get a bookstore during normal hours.
Some statistics that might be helpful is how many book clubs are in the area, how many are meeting at someone’s home that could be held elsewhere, a list of people who want to be in a book club, etc.
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Economic/social influence
- How does the business/organization impact the economic situation of its town/county/community? Does it currently have a strong economic influence? Why or why not?
- How does the business/organization impact the social situation of its town/county/community? Does it currently have a strong social influence? Why or why not?
My business maybe doesn’t have a large economic impact but it has a lot of social impact—it is a community space, or that’s the goal of the business—to be a place for booklovers to gather, talk, and drink. A business doesn’t necessarily want both of these things, but one is probably the goal of the business existing.
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Intent of the relationship to the market
- How will this marketing differentiate your business from its competitors? How will this marketing help establish your business/organization as an important factor/contributor?
- What sort of relationship does the business want to build with the community, audience/consumers, etc?
My bookstore/bar business would want to differentiate itself first based on the novelty of its business—there aren’t other bookstore/bars in many places and so this is the primary draw. The marketing would want to highlight the ways that my space focuses on building a community and providing booklovers with information and details about books.
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Design ideas
- Cohesive and collective design idea across the pieces
- What will be the cohesive elements?
- Individual design ideas/elements
These don’t have to be visual design elements
For instance, for my written pieces I would want to maintain a similar tone or approach, making it clear that the pieces go together
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Ideas
- 2-3 long story ideas: the signature story
- 2-3 short story ideas: information or entertainment branding
For a signature story: I’d write about the owner and how they got the idea to open this bar/bookstore combo and what the importance of this place is to the local community
For an entertainment branding piece: I’d do some “book art” pieces using old or damaged book to make art
For an informational branding piece: I’d do an informational piece how bookbinding/printing.
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Researching Businesses
Who needs your help
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Who is a good candidate?
- Local business
- Family-owned/run business
- Student organization
- Unknown academic program/project
- Local activist organization
- Local non-profit organization
The Pitch Details
- Reasoning, stats, audience analysis
- Local economic and/or social influence
- Intent of the relationship with the market
- Design idea(s)
- 2-3 ideas for long story piece
- 2-3 ideas for short story piece
- Schedule of completion
Most of the information you need to find out will come through your own creation, but you will need to find some ”hard facts” for the assignment. Much of this should be easily obtained through the business’s own website and in conversation with the business/organization. Other information might take a little bit of searching, but probably not much at all.
There is an expectation you will talk to the person/people who run the organization/business you are writing about.
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In-Class Activity
- In groups of 3-5, find an business/organization’s website or social media and identify as many of the elements as you can for the pitch:
- Reasoning, stats, audience analysis
- Local economic and/or social influence
- Intent of the relationship with the market
- Design idea(s)
- 2-3 ideas for long story piece
- 2-3 ideas for short story piece
- Schedule of completion
- Come up with at least one long story idea and one short story idea
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Using Words
Digital Tools, Tricky Linguistics, and How to Sound Right
Digital Tools & Resources
- Thesaurus
- Dictionary
- Purdue OWL
- Cliché Finder
- Hemmingway Editor
- Grammarly
- Grammar Girl
- Oxford English Dictionary
Review what each of these are and how to access them.
The grammar test (the last one): Upload a digital version of your vocabulary journal of 20 words. Either words that you've come across in your own reading or from the list below. Each entry should include a definition and an example of use in a sentence.
Pitch meeting Wed
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