Our Philosophy and Methodology

The Content Spectrum

At Powered, we believe content exists along a spectrum. On one side of this spectrum, you have messaging content, which begins with the brand story and works to create a connection to consumer needs. Marketers are well practiced in crafting messaging communications, but these efforts only connect with consumers at certain points in the customer life cycle. To engage consumers throughout the entire customer life cycle, you need content that spans the spectrum. That's where Powered comes in. We help expand marketers' capabilities with engaging, relevant lifestyle content that addresses consumers' knowledge needs in a way that supports the brand's business goals.

How We Work

When we embark upon a new content strategy, we begin with a comprehensive review of program goals and our customer's business objectives to ensure that the content experience is fully integrated with both. We also study the knowledge needs and learning preferences of existing and potential users to help determine relevant topics and appropriate content formats.

Building from this foundation, we develop a customized content strategy designed to provide learning experiences across the content spectrum, with a heavy emphasis on the lifestyle-oriented content users treasure most.

Furthermore, every content plan we develop is informed by our best practices to ensure a diverse and engaging learning experience:

• Powered utilizes subject matter experts to ensure every content piece is accurate, authoritative, and compelling.
• Powered integrates lighter and deeper dives into relevant topics to account for varying levels of complexity and user knowledge needs.
• Powered incorporates multiple learning experiences, including short- and long-form content and varying degrees of interactivity, to appeal to multiple learning styles and drive knowledge retention.

Content and Communities

Content plays a vital role in Powered's social marketing programs. In a community's early stages, content acts as the conversation-starter; the core around which the community coalesces. Content is the carrot that draws visitors to the community; allows them to engage with the brand in a way that is relevant to their interests and passions; offers them a springboard to join the conversation through ratings, reviews, and forum discussions; and predisposes them to provide feedback in the form of surveys and polls.

As the community grows and becomes established, the content mix can grow and evolve as well, moving from a wholly professional offering to one that offers a balance of professional and user-generated content, such as photos, videos, recipes, and even user-generated tutorials.