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Inbound Marketing Summit 2009


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Writing Engaging Content for the Next Web and the Socializing of Information …

Writing Engaging Content for the Next Web and the Socializing of Information

Content-centered marketing is undergoing a transformation, one where the content is moving from:
- promotional to non-partisan - some call it thought leadership.
- highly-controlled to less-controlled - more legos than logos.
- occasional to ongoing - life stream your business.
- corporate voice to authentic, personal voice. Who should embody the voice of the company?
- one-way to conversational.The one overarching concern remains that of message consistency - and effectiveness.

How do you keep that with such a messy medium that is conversation? Learn how losing control of your content is the best thing that could happen for your business.

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  • 1. Writing Engaging Content for the Next Web and the Socializing of Information Valeria Maltoni, Inbound Marketing Summit October 7, 2009
  • 2. cutting edge solution-driven now more than ever leading scalable easy to use robust synergy best of breed in this economy er/best best of breed holistic enabling peak performance user friendly paradigm groundbreaking innovative market-leading turnkey world class cutting edge paradigm better/best mission critical holistic solution-driven flexible industry standard easy to use innovative insight, action, results turnkey now more than ever enabling peak performance value added scalable world class synergy benchmark solution-driven groundbreaking mission critical in this economy cutting edge groundbreaking market-leading
  • 3. definitely opinionated
  • 4.
  • 5. highly controlled
  • 6. less controlled chaos?
  • 7. ongoing
  • 8. context
  • 9. RSS relationships activate content
  • 10. words are like legos for readers
  • 11. are you helping customers tell a story?
  • 12. are we there yet?
  • 13. where are you going?
  • 14. your content = their special powers
  • 15. content delivery share thought leadership educate connect the dots interact build community share assets build community communicate research comment educate share thought leadership educate humanize address different learning styles
  • 16. is it... helping conversion connecting to value building relationships extending to influentials engaging via education
  • 17.
  • 18. staying connected getting things done
  • 19. How do you get there? they see something different
  • 20. universal opt in form on-exit survey permission to connect
  • 21. rules of engagement
  • 22. think pass along value
  • 23. think their POV
  • 24. build over time reaches-10096+foot-mark
  • 25. from customers to fans
  • 26. Valeria Maltoni, Inbound Marketing Summit October 7, 2009