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John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
John Lane - Centerline - Content Marketing Art Of War - 04.13
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John Lane - Centerline - Content Marketing Art Of War - 04.13

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Content Marketing Art of War. Theories, Case Studies and Anecdotes on Content Marketing, based on the (modified) teachings of Sun Tzu. Centerline Digital examples in the presentation: …

Content Marketing Art of War. Theories, Case Studies and Anecdotes on Content Marketing, based on the (modified) teachings of Sun Tzu. Centerline Digital examples in the presentation:
- All work for Physicians Pharmacy Alliance
- IBM Smarter Computing Workload Simulator
- Datagrams for IBM Mobile First
- Vitamin T UX Infographic
- Eaton - Professor Wattson
- IBM City One
* Click those images to be taken to the actual pieces.

The presentation was given by John Lane, VP Strategy & Creative at Centerline Digital twice in April:
- The BMA Carolinas Lunch
- The Digital Marketing For Business Conference

Go to http://www.centerline.net for more information.

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Transcript

  • 1. ContentMarketingArt of WarTheories, Case Studies & Anecdotes #ContentMarketingArtOfWar
  • 2. Those skilled inContent Planningengage audienceswithout obstacle...They conquerby strategy. #ContentMarketingArtOfWar
  • 3. 60% of theB2B buying processis over before thefirst sales touch. Corporate Executive Board Marketing Leadership Study, 2011
  • 4. The average shopper uses 10.4sources before buying,twice as much as in 5.27years past. 2010 2011 http://www.zeromomentoftruth.com/
  • 5. So...what is content marketing?It’s the creation, sharing andgovernance of high-quality,relevant information.It’s providing knowledge to educate andpersuade rather than a “hook” to entice.It’s about delivering value before the sale.
  • 6. Shared Owned Earned Paid
  • 7. LinkedIn Twitter Pinterest SlideShare Presentations Published Articles Delicious Email Website Our Building eBooks Owned Shared EarnedKeyword Buys Paid Google+ Instagram Speaking Opps & Events Awards YouTube Quora Sponsorships Facebook
  • 8. 60%It’s aboutwinningthe first
  • 9. Know yourself.Know your audience.If you don’t knowboth equally as well,you can’t possibly closethe distance between. #ContentMarketingArtOfWar
  • 10. The Take-Away:Create a shared agenda.
  • 11. In content, volume aloneconfers no advantage.One insight canconquer 1,000 foes. #ContentMarketingArtOfWar
  • 12. The Take-Away:Provide evidenceand show your work.
  • 13. The job your contenthas to do today is easierthan the job itll haveto do tomorrow.Be industrious today. #ContentMarketingArtOfWar
  • 14. Mobile enables unique customerinsights for location and time-specific targeting. Explore @ibm.co/Xx0trH #ibmmobile
  • 15. The Take-Away:Create content thatexpands both searchand social surface area.
  • 16. Straightforward contentgenerally leads toengagement.Surprising contentgenerally leads to victory. #ContentMarketingArtOfWar
  • 17. The Take-Away:You don’t have to beoutlandish to “go viral.” Youhave to be focused on whoyou want to go viral with.
  • 18. Dont value your contentover the job you needyour content to do. #ContentMarketingArtOfWar
  • 19. The Take-Away:Always be willing to ask, “Isthis content what my audiencewants, or what I want?”
  • 20. Brand is a powerful weapon.The knowledge behind theBrand is of greater value. #ContentMarketingArtOfWar
  • 21. The Take-Away:Think of your brand as anaccess point — delivering theknowledge your audiencecraves and can’t afford.
  • 22. If you want your contentto overcome its enemy,you have to reallyunderstand its enemy.The enemy is: average. #ContentMarketingArtOfWar
  • 23. If you want to do a "Real world" test, makea bootable CD-ROM with one of the Linuxdistros, such as Knoppix. Boot the serversoff the CD-ROMs and then unplug yourUPSs. This doesnt replace the drivers &monitoring software, but gives you anotherway to test, to relieve any lingeringconcerns you, your boss, or any auditorsinvolved may have. You will still want to dothis off hours, or on a weekend.
  • 24. R
  • 25. The Take-Away:Find ways to make thecommonplace new.
  • 26. Thank you!Connect here: centerline.net Here: twitter.com/johnvlane Here: twitter.com/centerlineAnd here, too: facebook.com/centerlinedigital

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