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Blde DevErle             ON HeRAn             Ma UIt, OOR 21                            B+Z+T=RWed...
IgIL PDEr                            iNRmAOn ChICt            @ bO ENg    uS eXRiEE DIEr     ...
B+ZT            + =Wednesday, October 12, 11   3
cOOn wRk NE                       sI aRItEUR                         EtAEd SG                       gL...
tW ExPImES                            UdICE ErSAs                              cOEnT LWWednesday, October ...
HiS ReSTaTN I MaD FoR DuCIoN pUOS                            Ly. Ny SeMAnC To Al RNs, LIn...
tANg E                       pRLE(s)Wednesday, October 12, 11                         aPT      7
hOw Do U TL            yO sTIE?Wednesday, October 12, 11    8
1 aS N IIvIAl          tEIN           2 aS  tE mEEr          sTEs                            3 aS  lEErW...
HE                 tEEr ApWednesday, October 12, 11      10
“OD i’s InK BT c   aN GD c’s InK F i”Wednesday, October 12, 11       11
B tH sTL ILS                   iNViDLS wOIG                          aLE.Wednesday, October 12, 11     ...
“We believe in nothing,                            Lebowski.”Wednesday, October 12, 11                        13
He LeM F  “dEVeRLE”Wednesday, October 12, 11   14
aGE?                            An?Wednesday, October 12, 11            15
bLDE               dEVeRLEWednesday, October 12, 11     16
1 SttEc BETs       Blde 2 AcTAl NeFS     DevErle       Wt, Wt? 3 BrnStm PEnTL          ...
1 SttEc BETs       Blde 2 AcTAl NeFS     DevErle       Wt, Wt? 3 BrnStm PEnTL          ...
sCDEsWednesday, October 12, 11               19
TaNRd HeDE                     OnTT SAGy                       uS eXRiEE                              ...
(iF Ou’rE EaL lUY)                       uS eXRiEE                                EGn                      ...
aNHeR PpRCh                     OnTT SAGy                       uS eXRiEE                               ...
1 SttEc BETs       Blde 2 AcTAl NeFS     DevErle       Wt, Wt? 3 BrnStm PEnTL          ...
O ME “zOIe”       dOMTsWednesday, October 12, 11   24
1 SttEc BETs       Blde 2 AcTAl NeFS     DevErle       Wt, Wt? 3 BrnStm PEnTL          ...
dEGn R            dIGrEENWednesday, October 12, 11   26
mA iT  dIUsSN                                   bUNS    dEGn  cOEN                   Ch          eXRt ...
1 SttEc ARCh       Blde 2 AcTAl CU     DevErle       Wt, Wt? 3 BrnStm PEnTL             ...
mA iT  dIUsSN                                   bUNS    dEGn  cOEN                   Ch          eXRt ...
i Ve  Ea                                              o           o                   X X                           ...
B lm       XaME 1       XaME 2 ...sO Ow wAt?   UdICE ErSAs cOET LW bUDiN O ItWednesday, October 12...
B lm       XaME 1       XaME 2 ...sO Ow wAt?   UdICE ErSAs cOET LW bUDiN O ItWednesday, October 12...
1 SttEc Befi       aUEE 2 AcTAl NeFS       pEOA BrnStm PEnTL         Wt, Wt? 3         ...
1 SttEc Befi       aUEE 2 AcTAl NeFS       pEOA BrnStm PEnTL         Wt, Wt? 3         ...
wH cOS           bERe RsOS?Wednesday, October 12, 11     35
1 WHo E W SpEInG O?                    2 wH aR ThE Ey SsAS?                    3 wH cOEnT O TY ND? ...
AueNs             Peon           SeeNtioWednesday, October 12, 11   37
1 SttEc Befi       aUEE 2 AcTAl NeFS       pEOA BrnStm PEnTL         Wt, Wt? 3         ...
Name                              Prospects                Customers                     Media                    Investor...
1 SttEc Befi       aUEE 2 AcTAl NeFS       pEOA BrnStm PEnTL         Wt, Wt? 3         ...
3                    Ted The Trekkie Tech Manager                            “Look deep enough and the logical choice appe...
Prospects        Our best prospects are the information gatherers of their companies, they are primarily technology       ...
1 SttEc Befi       aUEE 2 AcTAl NeFS       pEOA BrnStm PEnTL         Wt, Wt? 3         ...
mA iT  dIUsSN                                   bUNS    dEGn  cOEN                   Ch          eXRt ...
B lm       XaME 1       XaME 2 ...sO Ow wAt?   UdICE ErSAs cOET LW bUDiN O ItWednesday, October 12...
hOw Do OE          cOEcT wItH UR              cOEN?Wednesday, October 12, 11    46
1 SttEc Befi    Coen                   2 AcTAl NeFS     FlWs      Wt, Wt?   3 BrnStm PEnTL ...
1 SttEc Befi    Coen                   2 AcTAl NeFS     FlWs      Wt, Wt?   3 BrnStm PEnTL ...
1 SttEc Befi    Coen                   2 AcTAl NeFS     FlWs      Wt, Wt?   3 BrnStm PEnTL ...
1 SttEc Befi    Coen                   2 AcTAl NeFS     FlWs      Wt, Wt?   3 BrnStm PEnTL ...
1 SttEc Befi    Coen                   2 AcTAl NeFS     FlWs      Wt, Wt?   3 BrnStm PEnTL ...
Wednesday, October 12, 11   52
Wednesday, October 12, 11   53
kE PrOEcT LOw      WiTR CPaIS F oNInG OdCTs IvE O A InKIn OP      rEStRIoN Nd DEs. G...
cnTT YE                              pdCTs                             il B                            J T cfWedn...
cnTT YpE - PT I (tH ReVGe)                             wHEpARs                             il B            ...
cnTT YpE - PT I (tH CoNNtINg)                              dES                             il B           ...
cOEnT OuRS                  eXRnA CoNNT (pUIsH oR YnDAE)                             il B              ...
cOEnT OuRS, PT I (...O, NEr Nd)                            hOEd NtE oR UnCOnATy                   ...
B lm       XaME 1       XaME 2 ...sO Ow wAt?   UdICE ErSAs cOET LW bUDiN O ItWednesday, October 12...
...sO Ow wAt?                            (i’m Ad U AEd)Wednesday, October 12, 11                          61
Q A   &                                          v                            (tI aLWN)Wednesday, October 12, 11    ...
HKs!                            b     @bOENg                            f bOENg@gML.OWednesday, October 12,...
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Blended Deliverables

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We live in awesome times. Content Strategy, Information Architecture and User Experience Design con­tinue to grow and offer new ideas and tools to solve prob­lems and create amaz­ing results. Although each dis­ci­pline has processes and meth­ods to share their find­ings that are unique, there are common goals and pos­si­bil­i­ties for taking advan­tage of the over­laps and con­nec­tions between them. Blending these approaches and out­puts can foster tighter col­lab­o­ra­tion and create great work, not to men­tion save time and effort.

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  1. 1. Blde DevErle ON HeRAn Ma UIt, OOR 21 B+Z+T=RWednesday, October 12, 11 1
  2. 2. IgIL PDEr iNRmAOn ChICt @ bO ENg uS eXRiEE DIEr cOEnT TrAGS sHAnINSWednesday, October 12, 11 2
  3. 3. B+ZT + =Wednesday, October 12, 11 3
  4. 4. cOOn wRk NE sI aRItEUR EtAEd SG gLAL LeMTs iNRaCONWednesday, October 12, 11 4
  5. 5. tW ExPImES UdICE ErSAs cOEnT LWWednesday, October 12, 11 5
  6. 6. HiS ReSTaTN I MaD FoR DuCIoN pUOS Ly. Ny SeMAnC To Al RNs, LInG R Ad, I PuRY CNcINtA UnLS I IS’t. ReP pELtI mA Be PEd. OmE SsELy QuID. AtTIeS Ot ClUD. OnTTs Y STlE UrI DilAir sHMN. Se Ly  dICE. OsTE WL B PD bY DdRSE. M cAE EHoR aN SpOAnES dEOhYOsPSO. UbJT T ArBRaTN. HiS S nO An FeR O SL SUrIEs. Ay  tO InTSE fO SoM ViEwRs. O N sTP. Se HeR IdE OR aDTiOL LTGs. O N dIUR. O UR- sEIcELe RtS NDe. ImE ApPXiME.Wednesday, October 12, 11 6
  7. 7. tANg E pRLE(s)Wednesday, October 12, 11 aPT 7
  8. 8. hOw Do U TL yO sTIE?Wednesday, October 12, 11 8
  9. 9. 1 aS N IIvIAl tEIN 2 aS  tE mEEr sTEs 3 aS  lEErWednesday, October 12, 11 9
  10. 10. HE tEEr ApWednesday, October 12, 11 10
  11. 11. “OD i’s InK BT c aN GD c’s InK F i”Wednesday, October 12, 11 11
  12. 12. B tH sTL ILS iNViDLS wOIG aLE.Wednesday, October 12, 11 12
  13. 13. “We believe in nothing, Lebowski.”Wednesday, October 12, 11 13
  14. 14. He LeM F “dEVeRLE”Wednesday, October 12, 11 14
  15. 15. aGE? An?Wednesday, October 12, 11 15
  16. 16. bLDE dEVeRLEWednesday, October 12, 11 16
  17. 17. 1 SttEc BETs Blde 2 AcTAl NeFS DevErle Wt, Wt? 3 BrnStm PEnTL 4 cOAbOTiV OpTNsWednesday, October 12, 11 17
  18. 18. 1 SttEc BETs Blde 2 AcTAl NeFS DevErle Wt, Wt? 3 BrnStm PEnTL 4 cOAbOTiV OpTNsWednesday, October 12, 11 18
  19. 19. sCDEsWednesday, October 12, 11 19
  20. 20. TaNRd HeDE OnTT SAGy uS eXRiEE dEGn EvEPNtWednesday, October 12, 11 20
  21. 21. (iF Ou’rE EaL lUY) uS eXRiEE EGn dEEoPNt OnTT SAGyWednesday, October 12, 11 21
  22. 22. aNHeR PpRCh OnTT SAGy uS eXRiEE dEGn EvEPNtWednesday, October 12, 11 22
  23. 23. 1 SttEc BETs Blde 2 AcTAl NeFS DevErle Wt, Wt? 3 BrnStm PEnTL 4 cOAbOTiV OpTNsWednesday, October 12, 11 23
  24. 24. O ME “zOIe” dOMTsWednesday, October 12, 11 24
  25. 25. 1 SttEc BETs Blde 2 AcTAl NeFS DevErle Wt, Wt? 3 BrnStm PEnTL 4 cOAbOTiV OpTNsWednesday, October 12, 11 25
  26. 26. dEGn R dIGrEENWednesday, October 12, 11 26
  27. 27. mA iT  dIUsSN bUNS dEGn cOEN Ch eXRt IEWednesday, October 12, 11 27
  28. 28. 1 SttEc ARCh Blde 2 AcTAl CU DevErle Wt, Wt? 3 BrnStm PEnTL 4 cOAbOTiV OpTNsWednesday, October 12, 11 28
  29. 29. mA iT  dIUsSN bUNS dEGn cOEN Ch eXRt IEWednesday, October 12, 11 29
  30. 30. i Ve  Ea o o X X o X o X X o o o X X X o XWednesday, October 12, 11 30
  31. 31. B lm XaME 1 XaME 2 ...sO Ow wAt? UdICE ErSAs cOET LW bUDiN O ItWednesday, October 12, 11 31
  32. 32. B lm XaME 1 XaME 2 ...sO Ow wAt? UdICE ErSAs cOET LW bUDiN O ItWednesday, October 12, 11 32
  33. 33. 1 SttEc Befi aUEE 2 AcTAl NeFS pEOA BrnStm PEnTL Wt, Wt? 3 4 CoaBoti PotSWednesday, October 12, 11 33
  34. 34. 1 SttEc Befi aUEE 2 AcTAl NeFS pEOA BrnStm PEnTL Wt, Wt? 3 4 CoaBoti PotSWednesday, October 12, 11 34
  35. 35. wH cOS bERe RsOS?Wednesday, October 12, 11 35
  36. 36. 1 WHo E W SpEInG O? 2 wH aR ThE Ey SsAS? 3 wH cOEnT O TY ND? 4 wHE D ThE NeE It?Wednesday, October 12, 11 36
  37. 37. AueNs Peon SeeNtioWednesday, October 12, 11 37
  38. 38. 1 SttEc Befi aUEE 2 AcTAl NeFS pEOA BrnStm PEnTL Wt, Wt? 3 4 CoaBoti PotSWednesday, October 12, 11 38
  39. 39. Name Prospects Customers Media Investors Our technologies are We’re a partner they can Every product we offer is leading the industry and Our portfolio of products Key Message trust to support them in growing and getting better making customers more is profitable and growing their challenges successful Clearly stated facts Findable, relevant content High-level introductions to Peer validation with complex concepts success stories Data Needs Easy to read and download samples and Ways to see our Role-appropriate demos Connections to content abstracts customers’ successes across all our sites Product Blog Entries Solution Blog Entries Press Releases Leadership Blog Entries Customer success stories Leadership Blog Entries Customer Success Stories Solution Blog Entries Ideal Content Demos Analyst Reports Partner Profiles Press Releases Education Briefs Learning Path Pages Whitepapers Customer Success Stories FAQ’s Licensing Leadership Blog Entries Partner ProfilesWednesday, October 12, 11 39
  40. 40. 1 SttEc Befi aUEE 2 AcTAl NeFS pEOA BrnStm PEnTL Wt, Wt? 3 4 CoaBoti PotSWednesday, October 12, 11 40
  41. 41. 3 Ted The Trekkie Tech Manager “Look deep enough and the logical choice appears.” Ted is the primary information gatherer and provides a tactical voice in the decision making process. He needs to formulate a clear point-of-view on solutions by understanding the nature of integration programs and their common pain-points. He comes to us knowing the type of product hes looking for (often by name) and wants details. He needs to build a case for whatever solution he picks. Goals and mindset How to support Ted’s needs • Deliver relevant and accurate information into the • Guided navigation with dynamic filtering consideration process • Role-appropriate demos • Provide a robust context to facilitate decision • Persuasive supporting content (case studies, making whitepapers) • Needs to understand a solution’s potential and constraints Typical tasks How to exceed his expectations • Find products (by category, product name or SKU) • Content to skim now and save for later • Research compatibility of products to his current • Make sure content is easily shareable with his environment teams and manager • Gauge community sentiment around a product’s • Show him an active community behind a releases product and let him ask questionsWednesday, October 12, 11 41
  42. 42. Prospects Our best prospects are the information gatherers of their companies, they are primarily technology managers and technical support pros looking for detailed information to support a purchase, often of a specific product. they know their platform and install base backwards and forwards. We don’t have to sell them on a solution, we have to sell them on why our solution is right for them. more importantly they “know the drill” when it comes to marketing and favor content specifically from dev teams and managers. Key Messages What they need • We’re a partner they can trust for the long haul • Peer validation • Our products are successful in the marketplace • Comments and sentiment from the install base • We stand behind our products with regular release • Role appropriate demos cycles and patches How we speak to them Great content for them • Marketing content in plain language • Product blog entries • Technical content in industry language • Customer success stories • Blog entries can dip into “tech speak” briefly • Demos • Community forums by product and platform Key Editorial Calendar Dates Content Sources • Budgets deadlines are typically in Q2 • Demos outsourced to Bloomberg • The lead up to SXSW is key • Partnership with TechCrunch in negotiationsWednesday, October 12, 11 42
  43. 43. 1 SttEc Befi aUEE 2 AcTAl NeFS pEOA BrnStm PEnTL Wt, Wt? 3 4 CoaBoti PotSWednesday, October 12, 11 43
  44. 44. mA iT  dIUsSN bUNS dEGn cOEN Ch eXRt IEWednesday, October 12, 11 44
  45. 45. B lm XaME 1 XaME 2 ...sO Ow wAt? UdICE ErSAs cOET LW bUDiN O ItWednesday, October 12, 11 45
  46. 46. hOw Do OE cOEcT wItH UR cOEN?Wednesday, October 12, 11 46
  47. 47. 1 SttEc Befi Coen 2 AcTAl NeFS FlWs Wt, Wt? 3 BrnStm PEnTL 4 CoaBoti PotSWednesday, October 12, 11 47
  48. 48. 1 SttEc Befi Coen 2 AcTAl NeFS FlWs Wt, Wt? 3 BrnStm PEnTL 4 CoaBoti PotSWednesday, October 12, 11 48
  49. 49. 1 SttEc Befi Coen 2 AcTAl NeFS FlWs Wt, Wt? 3 BrnStm PEnTL 4 CoaBoti PotSWednesday, October 12, 11 49
  50. 50. 1 SttEc Befi Coen 2 AcTAl NeFS FlWs Wt, Wt? 3 BrnStm PEnTL 4 CoaBoti PotSWednesday, October 12, 11 50
  51. 51. 1 SttEc Befi Coen 2 AcTAl NeFS FlWs Wt, Wt? 3 BrnStm PEnTL 4 CoaBoti PotSWednesday, October 12, 11 51
  52. 52. Wednesday, October 12, 11 52
  53. 53. Wednesday, October 12, 11 53
  54. 54. kE PrOEcT LOw WiTR CPaIS F oNInG OdCTs IvE O A InKIn OP rEStRIoN Nd DEs. GUp DaT iNUdE wHiTApE N rEEsT tOCs D &a SsIS WH D tE mEER. AWS iNUdE InK To MoS RiVG CTaC WiT SEs. il B J T cfWednesday, October 12, 11 54
  55. 55. cnTT YE pdCTs il B J T cfWednesday, October 12, 11 55
  56. 56. cnTT YpE - PT I (tH ReVGe) wHEpARs il B J T cfWednesday, October 12, 11 56
  57. 57. cnTT YpE - PT I (tH CoNNtINg) dES il B J T cfWednesday, October 12, 11 57
  58. 58. cOEnT OuRS eXRnA CoNNT (pUIsH oR YnDAE) il B J T cfWednesday, October 12, 11 58
  59. 59. cOEnT OuRS, PT I (...O, NEr Nd) hOEd NtE oR UnCOnATy il B J T cfWednesday, October 12, 11 59
  60. 60. B lm XaME 1 XaME 2 ...sO Ow wAt? UdICE ErSAs cOET LW bUDiN O ItWednesday, October 12, 11 60
  61. 61. ...sO Ow wAt? (i’m Ad U AEd)Wednesday, October 12, 11 61
  62. 62. Q A & v (tI aLWN)Wednesday, October 12, 11 62
  63. 63. HKs! b @bOENg f bOENg@gML.OWednesday, October 12, 11 63
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