Writing Engaging Content for the Next Web
and the Socializing of Information
Valeria Maltoni, ConversationAgent.com
Inboun...
cutting edge solution-driven
                                   now more than ever
 leading scalable easy to use robust
  ...
definitely opinionated



                        http://www.flickr.com/photos/picsbycam/3396284041/in/set-72157621709286706/
http://www.flickr.com/photos/picsbycam/3533395983/
highly controlled




                    http://www.flickr.com/photos/atomicbartbeans/366499457/
less controlled




chaos?
                http://www.flickr.com/photos/ckirkman/32013607/
ongoing




http://www.flickr.com/photos/31748439@N06/3543832394/
context

          http://www.flickr.com/photos/philliecasablanca/2494647968
RSS




relationships activate content

                                 http://www.flickr.com/photos/financialaidpodcast/13...
words are like legos




for readers



                     http://www.flickr.com/photos/wwworks/2472232245/
are you helping customers tell a story?




                                          http://www.flickr.com/photos/piet_mus...
are we there yet?
where are you going?




                       http://www.flickr.com/photos/tobyleah/2721717063/
your content = their special powers




                            http://www.flickr.com/photos/levork/2053005905/
content delivery           share thought leadership
                           educate
                           connect ...
is it...

      helping conversion
      connecting to value
      building relationships
      extending to influentials

...
http://www.watblog.com/2008/08/19/why-google-wants-the-white-space-between-your-tv-channels-spectrum/
staying connected   getting things done


                                      http://chitika.com/research/2009/social-vs...
How do you get
                     there?




they see something
different
universal opt in form
on-exit survey




                        permission to connect
rules of engagement




                      http://www.flickr.com/photos/39911510@N00/2183868667/
think pass along value

                         http://www.flickr.com/photos/gadgetgirl70/210839350/
think their POV




                  http://www.flickr.com/photos/tomsaint/2672214636/
build over time

                  http://gizmodo.com/387742/worlds-tallest-lego-tower-
                                  ...
from customers to fans




                         http://www.flickr.com/photos/paulrobertlloyd/3949187128/
Valeria Maltoni, ConversationAgent.com
Inbound Marketing Summit
October 7, 2009
Inbound Marketing Summit 2009
Inbound Marketing Summit 2009
Inbound Marketing Summit 2009
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Inbound Marketing Summit 2009

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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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Inbound Marketing Summit 2009

  1. 1. Writing Engaging Content for the Next Web and the Socializing of Information Valeria Maltoni, ConversationAgent.com Inbound Marketing Summit October 7, 2009
  2. 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. 3. definitely opinionated http://www.flickr.com/photos/picsbycam/3396284041/in/set-72157621709286706/
  4. 4. http://www.flickr.com/photos/picsbycam/3533395983/
  5. 5. highly controlled http://www.flickr.com/photos/atomicbartbeans/366499457/
  6. 6. less controlled chaos? http://www.flickr.com/photos/ckirkman/32013607/
  7. 7. ongoing http://www.flickr.com/photos/31748439@N06/3543832394/
  8. 8. context http://www.flickr.com/photos/philliecasablanca/2494647968
  9. 9. RSS relationships activate content http://www.flickr.com/photos/financialaidpodcast/1349643495/
  10. 10. words are like legos for readers http://www.flickr.com/photos/wwworks/2472232245/
  11. 11. are you helping customers tell a story? http://www.flickr.com/photos/piet_musterd/1858568495/
  12. 12. are we there yet?
  13. 13. where are you going? http://www.flickr.com/photos/tobyleah/2721717063/
  14. 14. your content = their special powers http://www.flickr.com/photos/levork/2053005905/
  15. 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. 16. is it... helping conversion connecting to value building relationships extending to influentials engaging via education
  17. 17. http://www.watblog.com/2008/08/19/why-google-wants-the-white-space-between-your-tv-channels-spectrum/
  18. 18. staying connected getting things done http://chitika.com/research/2009/social-vs-search/
  19. 19. How do you get there? they see something different
  20. 20. universal opt in form on-exit survey permission to connect
  21. 21. rules of engagement http://www.flickr.com/photos/39911510@N00/2183868667/
  22. 22. think pass along value http://www.flickr.com/photos/gadgetgirl70/210839350/
  23. 23. think their POV http://www.flickr.com/photos/tomsaint/2672214636/
  24. 24. build over time http://gizmodo.com/387742/worlds-tallest-lego-tower- reaches-10096+foot-mark
  25. 25. from customers to fans http://www.flickr.com/photos/paulrobertlloyd/3949187128/
  26. 26. Valeria Maltoni, ConversationAgent.com Inbound Marketing Summit October 7, 2009

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