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, ConversationAgent.com 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 http://www.flickr.com/photos/picsbycam/3564484484/in/set-72157621283414267/
  • 3. definitely opinionated http://www.flickr.com/photos/picsbycam/3396284041/in/set-72157621709286706/
  • 4. http://www.flickr.com/photos/picsbycam/3533395983/
  • 5. highly controlled http://www.flickr.com/photos/atomicbartbeans/366499457/
  • 6. less controlled chaos? http://www.flickr.com/photos/ckirkman/32013607/
  • 7. ongoing http://www.flickr.com/photos/31748439@N06/3543832394/
  • 8. context http://www.flickr.com/photos/philliecasablanca/2494647968
  • 9. RSS relationships activate content http://www.flickr.com/photos/financialaidpodcast/1349643495/
  • 10. words are like legos for readers http://www.flickr.com/photos/wwworks/2472232245/
  • 11. are you helping customers tell a story? http://www.flickr.com/photos/piet_musterd/1858568495/
  • 12. are we there yet?
  • 13. where are you going? http://www.flickr.com/photos/tobyleah/2721717063/
  • 14. your content = their special powers http://www.flickr.com/photos/levork/2053005905/
  • 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. http://www.watblog.com/2008/08/19/why-google-wants-the-white-space-between-your-tv-channels-spectrum/
  • 18. staying connected getting things done http://chitika.com/research/2009/social-vs-search/
  • 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 http://www.flickr.com/photos/39911510@N00/2183868667/
  • 22. think pass along value http://www.flickr.com/photos/gadgetgirl70/210839350/
  • 23. think their POV http://www.flickr.com/photos/tomsaint/2672214636/
  • 24. build over time http://gizmodo.com/387742/worlds-tallest-lego-tower- reaches-10096+foot-mark
  • 25. from customers to fans http://www.flickr.com/photos/paulrobertlloyd/3949187128/
  • 26. Valeria Maltoni, ConversationAgent.com Inbound Marketing Summit October 7, 2009