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Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
Content As A Competitive Lever
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Content As A Competitive Lever

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Transcript

  • 1. WELCOME Content as a Competitive Lever #C2C14 Content as a 
 Competitive Lever
  • 2. Applying  Some  “Irish  Thinking”   To  The  New  Skills  Sets  Required  For  MarketersC2C History Lesson
  • 3. “I am so clever that sometimes I don’t understand a single word I’m saying.” ! —Oscar Wilde The Art of 
 Storytelling
  • 4. “If one could only teach the English how to talk, and the Irish how to listen, society would be civilized.” ! —Oscar Wilde Learning to Listen
  • 5. Gaining “Wisdom” “A good laugh and a long sleep are the two best cures for anything.” “Do not resent growing old – many are denied the privilege.” “Do it as if there was fire in your skin.” “Your feet will bring you where your heart is.” “Say little but say it well.”
  • 6. Applying To Content Strategy
  • 7. of execs say they rely more on content to research B2B purchase decisions than they did a year ago –2014 Content Preferences Study 75% Applying To Content Strategy
  • 8. of B2B said the vendor’s content had a significant impact on their buying decision –2014 B2B Buyer Behavior Study 64% Applying To Content Strategy
  • 9. wait longer to initiate contact with a vendor –2014 B2B Buyer Behavior Study 44% Applying To Content Strategy
  • 10. 44% wait longer to initiate contact with a vendor 64% of B2B said the vendor’s content had a significant 
 impact on their buying decision 75% of execs say they rely more on content to research B2B 
 purchase decisions than they did a year ago
  • 11. Content’s Changing Landscape
  • 12. Content’s Changing Landscape 86% access business related content 
 on a mobile phone
 (56% frequently/30% occasionally)
  • 13. Content’s Changing Landscape 70% access on a tablet
 (42% frequently 28% occasionally)
  • 14. Content’s Changing Landscape 85% require mobile-optimized 
 content
  • 15. Content’s Changing Landscape 95% prefer shorter formats
  • 16. Content’s Changing Landscape 86% prefer interactive/visual 
 content
  • 17. 86% prefer interactive/visual content 95% prefer shorter formats 85% require mobile-optimized content 70% access on a tablet 86% access business related content on a mobile phone
  • 18. •Don’t overload with content (66%)! ! •Curb the sales message (68%)! ! •Focus less on product specs/more on value (64%) ! •Use more data and research to support content (64%) ! •Make content easier to access (59%) “Strong” Recommendations For Success
  • 19. Age of Customization
  • 20. Age of Customization want content delivered by 
 business role 56%
  • 21. Age of Customization want content organized by vertical 39%
  • 22. Age of Customization want by industry 47%
  • 23. 47% want by industry 39% want content organized by vertical 56% want content delivered by business role
  • 24. Content = Conversion
  • 25. Content = Conversion 73% get more of their content through 
 social networks or peer recommendations
  • 26. Content = Conversion 53% of buyers rely more on peer 
 recommendations
  • 27. Content = Conversion 78% share content on LinkedIn 
 (43% frequently/35% sometimes)
  • 28. Content = Conversion 59% share on Twitter 
 (35% frequently/24% sometimes)
  • 29. 59% share on Twitter 
 78% share content on LinkedIn 53% of buyers rely more on peer recommendations 73% get more of their content through social networks 
 or peer recommendations
  • 30. Other Housekeeping Notes: •Twitter hashtag for today: #C2C14 •Be sure to visit our solution partners and sponsors over breaks and during lunch. •Reminder: no food or beverages are allowed in the stage area. •Free Wireless is available throughout The Signature Theater – Network name: STC (no password)
  • 31. •General Sessions: Diamond Theater •Content Strategy Track: Diamond Theater •Demand Gen Track: Linney Theater •Sales Enablement Track: Griffin Theater Track Locations
  • 32. Thank you to our sponsors! Knowledge Vision®
  • 33. Download the Companion App •Available for iPhone, iPad and Android •View sessions, speakers, sponsors, photos and follow the conference via the hashtag •Leave feedback for each session 
 within the app via a survey. •app.content2conversion.com
  • 34. February  16-­‐19,  2015   Hyatt  Regency,  Scottsdale,  AZ Register  Now:     Content2Conversion.com
  • 35. WELCOME Content as a Competitive Lever #C2C14

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