#6 – Video Case Studies

I have always thought that the case study is an incredibly powerful and flexible narrative tool.

Case studies are effective for the same reason that testimonials are effective – both use a third party – often a customer – who adds interest and credibility to the story.

They are the right tool to support a sale deep in the social media funnel, when the client wants to thoroughly explore your offering.

Video case studies bring a whole extra level of dimension to the experience. And they are superb with anything that is kinetic or sequential.

The proliferation of User Generated Content, the use video SEO to find the best content, and new curated distribution models, are combining to take the versatile video case study to a whole new level of influence.

Here is an example of a video case study produced for use in a local market presentation.

#5- Social Media Content

I develop and write a wide range of great tools for demonstrating differentiation and thought-leadership: video, webcasts, podcasts, webinars, e-books etc.

I write them using various combinations of interviews, marketing materials and original market research. My goal is to ensure that each step in the social media funnel provides a consistent customer experience.

#4 – Video Scripts

There is going to be an explosion of corporate video production in 2010.

What your need to know is that video script writing is a very different craft from copywriting. It requires visual thinking and a solid understanding of the video production process.

I have written, produced and directed corporate videos for a wide range of sales and marketing programs – from showroom sales to analyst presentations to direct marketing campaigns.

Don’t Touch That Dial is a recent post which explores the use of video in greater detail.

#3 – Content Management

I have developed a workflow that identifies the key steps that must be incorporated in a schedule.

On more complex marketing projects, the copywriter is the content coordinator. I have incorporated a web-based project management tool called Basecamp into my process which greatly facilitates sharing content, milestones and to-do’s.

Project team members can find everything they need in one place. Very powerful.

I am starting to work with Google Wave which has tremendous potential.

#2 – Professional Copywriting

What I like writing is anything to do with your business, your people, your products or your customers.

I particularly enjoy copywriting for marketing campaigns about: great graphic and product design, breakthrough technology, cutting edge products, clean ‘n green sustainable products and projects, fine food and wine, bespoke craftsmanship, worthy causes and brilliant people.

At this point, SEO is part of the job. Anything that goes online – which at this point is practically everything – must be written with careful attention to the overall keyword strategy and search engine optimization. So I do that.

Here are links to an interview, a magazine article and a sales brochure.

#1- Market Research

I do qualitative market research and analysis for every project.

Copywriting worth reading, especially copywriting whose purpose is to lead the reader to your solution, depends on understanding the subject matter, the audience and the competitive landscape.

Market research is an essential first step in positioning and is a source of valuable insights to inform new business development strategies.

I also provide topical market research for presentations and reports.

Most of the market research is presented in the form of a mashup using an easy to read narrative copywriting style. You can get a good sense for the approach in the research samples and the Blog.

I maintain a Nexis account, have a number of specialized search and cataloging applications, and am constantly adding to my list of specialized reference sites.

I am now the head copywriter, “keeper of the voice” for a high-tech corporate Pavilion at the Shanghai 2010 World Expo.

It’s a fascinating assignment for a myriad of reasons – one of which is that the World Expo is one of the better kept secrets in America.

The Expo is set to open May 1st (see what I mean about a secret) and will run through October 31st, 2010.

The projected attendance is 70 million people – which works out to an average of 400,000 people a day.

The Expo is being built in the center of Shanghai, on both sides of the Huangpu River. The site is 5.25 square kilomenters and is divided into five major areas.

The Urban Best Practice area and Corporate Pavilions are North of the river. The National Pavilions, Theme Pavilions, Chinese Pavilions and International Organisations Pavilions are South of the river.

Better City, Better Life

The theme of the Expo is Better City, Better Life.

The theme “represents a central concern of the international community for future policy making, urban strategies and sustainable development. In 1800, 2% of the global population lived in cities… by 2010, as estimated by the United Nations, the urban population will account for 55% of the total human population.”

Here’s the thing. By 2050, some 6.5 billion of the worlds projected population of 9.2 billion – some 2 billion more then we are today – will live in cities. Learning how to plan, build and manage these cities to provide housing, employment, education and health services for everyone without destroying the planet is an enormous undertaking.

The theme is also a nod to Shanghai’s place as China’s most modern city, and its role as China’s gateway to the world… I am also told that the Expo is part of an unending rivalry between Shanghai and Beijing. Apparently the none-too hidden agenda here is to one-up the 2008 Olympic Games!

A Design Feast

As you would expect, the architecture is spectacular – representing that magical combination of dream assignment and national pride for the top architectural firms around the world. With the growing international emphasis on sustainability, many of the pavilions are being built to varying degrees of greeness. (This is a rendering of the UK Pavilion)

Shanghai is doing a lot more then that – they are aggressively laying the foundation for the redevelopment of the city.

Six cross-river tunnels have been built to connect the two sides. The site will also be served by five rail lines. And about ten percent of the daily visitors will arrive on the river through specially constructed “Water Gates”.

Definitely worth spending a few minutes in Google images to see what’s going on. I would imagine that we will see the influence of this for many years to come. I’m hoping to post from the epicenter before too long.

Are you planning to go to the Shanghai 2010 World Expo?