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.

1. Content
Marketing
Art of War
Theories, Case Studies & Anecdotes
#ContentMarketingArtOfWar

2. Those skilled in
Content Planning
engage audiences
without obstacle...
They conquer
by strategy.
#ContentMarketingArtOfWar

3. 60% of the
B2B buying process
is over before the
first sales touch.
Corporate Executive Board Marketing Leadership Study, 2011

4. The average shopper uses 10.4
sources before buying,
twice as much as in 5.27
years past. 2010 2011
http://www.zeromomentoftruth.com/

5. So...what is content marketing?
It’s the creation, sharing and
governance of high-quality,
relevant information.
It’s providing knowledge to educate and
persuade 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 Earned
Keyword Buys
Paid Google+
Instagram
Speaking Opps
& Events
Awards
YouTube Quora
Sponsorships Facebook

8. 60%
It’s about
winning
the first

9. Know yourself.
Know your audience.
If you don’t know
both equally as well,
you can’t possibly close
the distance between.
#ContentMarketingArtOfWar

13. The Take-Away:
Create a shared agenda.

14. In content, volume alone
confers no advantage.
One insight can
conquer 1,000 foes.
#ContentMarketingArtOfWar

17. The Take-Away:
Provide evidence
and show your work.

18. The job your content
has to do today is easier
than the job it'll have
to do tomorrow.
Be industrious today.
#ContentMarketingArtOfWar

19. Mobile enables unique customer
insights for location and time-
specific targeting. Explore @
ibm.co/Xx0trH #ibmmobile

22. The Take-Away:
Create content that
expands both search
and social surface area.

23. Straightforward content
generally leads to
engagement.
Surprising content
generally leads to victory.
#ContentMarketingArtOfWar

27. The Take-Away:
You don’t have to be
outlandish to “go viral.” You
have to be focused on who
you want to go viral with.

28. Don't value your content
over the job you need
your content to do.
#ContentMarketingArtOfWar

30. The Take-Away:
Always be willing to ask, “Is
this content what my audience
wants, or what I want?”

31. Brand is a powerful weapon.
The knowledge behind the
Brand is of greater value.
#ContentMarketingArtOfWar

34. The Take-Away:
Think of your brand as an
access point — delivering the
knowledge your audience
craves and can’t afford.

35. If you want your content
to overcome its enemy,
you have to really
understand its enemy.
The enemy is: average.
#ContentMarketingArtOfWar

36. If you want to do a "Real world" test, make
a bootable CD-ROM with one of the Linux
distros, such as Knoppix. Boot the servers
off the CD-ROMs and then unplug your
UPS's. This doesn't replace the drivers &
monitoring software, but gives you another
way to test, to relieve any lingering
concerns you, your boss, or any auditors
involved may have. You will still want to do
this off hours, or on a weekend.

39. R

40. The Take-Away:
Find ways to make the
commonplace new.

41. Thank you!
Connect here: centerline.net
Here: twitter.com/johnvlane
Here: twitter.com/centerline
And here, too: facebook.com/centerlinedigital