Helping BrandsCreate Media

August 2013

Part of Empower MediaMarketing

© 2013 Magnetic Content Studios. All rights reserved. This document and the information contained herein is proprietary and confidential. It may not be duplicated, redistributed, reused or displayed to any other party without the expressed written consent of Magnetic Content Studios.

Marketers Are Becoming Media

Marketing’s New Frontier

Consumers are now in control of media consumption, and it has changed how marketers must manage message creation and distribution.

Technology offers marketers direct access to the audience, providing a more dynamic mix of data and context. Therefore, marketers must create a more dynamic mix of content.

Creating, publishing and distributing such a dynamic mix of content is forcing marketers to operate like the media – nimbly and in real-time.

Empower created Magnetic Content Studios to help marketers create the media that attracts and engages the audiences that are critical to their businesses.

Landscape Assessment:Why Create Media

Media Consumption Is Shifting

60%

Media Is Interconnected

57%

73%

Articles Over Ads

Quality Content Is Now King

The Audience Is a Network

27mmDaily

10%Of All PV’s

The Distribution Network

Content Discovery Engines

180mm monthly U.S. users of

the syndicated headlines

Reaches 81% of the U.S.

online population

Ranked fourth in syndication

reach behind ShareThis,

Yahoo! and Google – and

ahead of Facebook

A Passive Search Engine

Fueled by Editorial

Zero Barriers To Publishing

What We Do

Empower’s Content Practice

Magnetic Content Studios is a branded practice within Empower MediaMarketing. Its staff has deep expertise in planning, building

and maintaining sustainable content marketing programs that generate the audience engagement critical to our clients’

businesses.

The Empower Group

Helping Brands Create Media

Develop content strategies that define

the WHY, WHAT, WHERE and HOW of

content

Create compelling content audiences

seek and share

Connect the content

with the audience using paid and earned media

Prove and enhancecontent marketing

effectiveness

Magnetic’s team of experienced content marketing specialists helps marketers Plan, Publish, Distribute and Optimize content that drives business results.

We help brands…….

Our Capabilities

The Work

Our Clients

LasikPlus

KPIs: Credentialing Lead-generation Conversion

Stonyfield

KPIs: Credentialing Trial

Famous Footwear

KPIs: In-store sales

US Bank Small Business

KPIs: Audience

development

Bush’s Beans

Case Study IsIn Progress

Network ofPartners & Tools

Magnetic is positioned upstream of an ever-emerging and collaborative content landscape

A Studio Model

Brand

Audience

Content Creators

Content Analytics

Content Distributio

n

Content Management

Creating Media

Agencies

Media

Helping BrandsCreate Media

August 2013

Part of Empower MediaMarketing

© 2013 Magnetic Content Studios. All rights reserved. This document and the information contained herein is proprietary and confidential. It may not be duplicated, redistributed, reused or displayed to any other party without the expressed written consent of Magnetic Content Studios.

AppendixModern Content Strategy

Content Strategy

The OldContentStrategy

Content Marketing Is

Content marketing is the process of:

1. Sustaining the creation and distribution2. Of information or creative materials3. That are timely, relevant and valuable to an audience4. As determined exclusively by that audience5. In support of an organization’s overall strategic business

and/or marketing objectives.

The first four parts of this process are essentially no different fromhow publishers and the media operate.

Marketers are marketing content to attract and retain audiences to drive their businesses.

Marketers are simply replicating the media production process to drive

their own businesses, directly.

Product

The NewContentStrategy

Physiology of Story

A story, if broken down into the simplest form, is a connection of cause and effect.

Physiology of Story

Story (Anecdote):

A focused account of an interesting or amusing event or

experience

Story (Narrative):

An account of events and experiences

Annotation:The process of critiquing or explaining

Metaphor:Words or phrasing

that help the audience better

relate to the storyteller

Content Strategy

Brand Promise

MediaHabits

CategoryInvolvement

Audience Needs

Story