No longer do companies question whether e-books and apps will benefit their IPs and bottom line.
Rather, their questions now concern how to develop a content strategy for an array of digital products that remains true to the integrity of the brand and IPs.
There are objectives of content-continuity as well as significant creative-efficiency essential to design for the sustainability of IPs across multiple digital platform utilization. Content-unification in the integration of these operations must be pursued from concept if the desired return on investment is to be realized.
Q: How does my company create and execute a comprehensive plan for positioning our property to fully utilize digital opportunities for new revenues, branding and marketing?
A: The answer is: Content-Integration which makes each and every digital product independently unique yet intricately a part of the whole. Only with content-integration of the storytelling across platforms will every piece become a MUST HAVE product. [Return to question list.]
Q: My company’s approach is to break content into bite-sized chunks.
A: Bite-size chunks of anything isn’t very fulfilling. And kids are a very demanding, not-easily-impressed audience. Chunks of content also create an undefined, disjointed IP that is everywhere but lacks a solid presence anywhere. IBW builds IP continuity from concept through commerce. [Return to question list.]
Q: What is a digital strategy for children’s IPs?
A: A comprehensive digital strategy analyzes and implements new product development and existing IP segmentation, branding, marketing, social media, special market sales, and educational institution distribution. In short, a digital strategy decides upon all things BUT FOR the presentation of content. A digital strategy:
- prioritizes digital opportunities for your IPs;
- alters product models and their corresponding revenue dynamics;
- selects appropriate technologies and service providers;
- creates distribution relationships;
- establishes production relationships, and
- explores paths for marketing and social media plans.
Then, you need a strategy for comprehensive content-integration. [Return to question list.]
Q: What is comprehensive content-integration?
A: We define content-integration as the adoption of an approach in which content is conceived, created and transformed to seize each revenue opportunity afforded through digital delivery. A content-integration strategy can better brand your IPs, increasing the impact of overall marketing, social media and asset management. [Return to question list.]
Q: What is the IBW approach to developing a digital content-integration strategy?
A: Obviously, we cannot provide details on the internet! But, know that each strategy begins with IP concept development for all products across all platforms simultaneously. [Return to question list.]
The *old way* has been to create one product, then another, then another, but each conceived and created independent of any other product’s content.
That old way no longer works for a marketplace
where every product MUST exist independently…
YET all story must seamlessly work together.
If you do not think of content-integration from the first day of concept development, you have thought of it too late.
Please return to read more about IBW Partnerships.