MaY 2010




Convincing the sceptics
The Great Content Marketing Experiment




base one group ©2009
The IDM B2B
                       Marketing Conference
                         Wed 19 May 2010


base one group ©2009
Prestigious event
                       Posh venue: Millbank Tower
                       200 senior marketing delegates
...
Convince
me...




base one group ©2009
A sliding scale



  Interrupt                                             Interest
                       Product focused...
A sliding scale



  Interrupt                           Interest

                       Customer focused. Acceptance
   ...
7 steps for great content marketing
1. Expertise
2. Exclusivity
3. Attractiveness
4. Distribution
5. Targetting
6. Formatt...
The Practice
Can we demonstrate this?

Can we create content that will produce


1,000 visits?
base one group ©2009
Valuable content/exclusive
We have access to leading marketing minds. Their views are
valuable – and valued by other marke...
Valuable content/exclusive
"What is the single greatest benefit you hope to gain from
social media, and what is the single...
The right title
"Social media: opportunities and obstacles"
What is driving the UK's biggest companies towards social medi...
The right format
Repurpose into more than one format:

Blog
Whitepaper
Video




base one group ©2009
The right distribution [pre-arranged and spontaneous]



Twitter
Third-party bloggers
Delicious etc
YouTube
LinkedIn?



b...
base one group ©2009
base one group ©2009
base one group ©2009
base one group ©2009
Would you like to
                        be part of it?



base one group ©2009
http://bit.ly/cUOsuY




base one group ©2009
www.baseonegroup.co.uk/beyond




base one group ©2009
www.theidm.com/blog




base one group ©2009
@basebot




base one group ©2009
A worthy experiment
Show how content marketing works in action
Prove validity of useful content instead of sales messages
...
Thank you




base one group ©2009
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Social Media Monday

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Social Media Monday

  1. 1. MaY 2010 Convincing the sceptics The Great Content Marketing Experiment base one group ©2009
  2. 2. The IDM B2B Marketing Conference Wed 19 May 2010 base one group ©2009
  3. 3. Prestigious event Posh venue: Millbank Tower 200 senior marketing delegates Theme: "Change is good" base one group ©2009
  4. 4. Convince me... base one group ©2009
  5. 5. A sliding scale Interrupt Interest Product focused. Acceptance of message depends on outbound marketing muscle, ie budget. base one group ©2009
  6. 6. A sliding scale Interrupt Interest Customer focused. Acceptance of message depends on quality of content. Customers & prospects choose to engage with you rather than being interrupted. base one group ©2009
  7. 7. 7 steps for great content marketing 1. Expertise 2. Exclusivity 3. Attractiveness 4. Distribution 5. Targetting 6. Formatting 7. Action base one group ©2009
  8. 8. The Practice Can we demonstrate this? Can we create content that will produce 1,000 visits? base one group ©2009
  9. 9. Valuable content/exclusive We have access to leading marketing minds. Their views are valuable – and valued by other marketers. We ask them for their own answers to a question: base one group ©2009
  10. 10. Valuable content/exclusive "What is the single greatest benefit you hope to gain from social media, and what is the single biggest obstacle to achieving it?" base one group ©2009
  11. 11. The right title "Social media: opportunities and obstacles" What is driving the UK's biggest companies towards social media marketing – and what is holding them back? Comments and predictions directly from the thought leaders. base one group ©2009
  12. 12. The right format Repurpose into more than one format: Blog Whitepaper Video base one group ©2009
  13. 13. The right distribution [pre-arranged and spontaneous] Twitter Third-party bloggers Delicious etc YouTube LinkedIn? base one group ©2009
  14. 14. base one group ©2009
  15. 15. base one group ©2009
  16. 16. base one group ©2009
  17. 17. base one group ©2009
  18. 18. Would you like to be part of it? base one group ©2009
  19. 19. http://bit.ly/cUOsuY base one group ©2009
  20. 20. www.baseonegroup.co.uk/beyond base one group ©2009
  21. 21. www.theidm.com/blog base one group ©2009
  22. 22. @basebot base one group ©2009
  23. 23. A worthy experiment Show how content marketing works in action Prove validity of useful content instead of sales messages Highlighting the strength of social media community base one group ©2009
  24. 24. Thank you base one group ©2009

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