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Professional writing   the gateway to powerful messaging
 

Professional writing the gateway to powerful messaging

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Abstract: ...

Abstract:

As Content Marketing becomes more influential in purchase decisions, companies are challenged with delivering a constant stream of original content to customers. Product engineers, account managers, and C-level executives are now called upon to author content in the form of thought leadership, product collateral, and PR materials. Companies can enforce style & messaging guidelines, but even those policies do not guarantee a high-quality result that will mesh with the content mix.

If you haven’t been approached by your marketing department to author new content, don’t get too comfortable; you might be next. Our webcast will cover the Best Practices of professional writing to prepare and encourage you to create valuable content for your customers.

Takeaways from the webcast include:

Techniques for addressing your audience
Bringing “boring” content to life
Balancing product and brand through messaging
Establishing a voice through your content

But really…why do writing skills matter?

A 2012 study conducted by B2B Magazinesurveyed 440 B2B professionals and concluded Content Marketing to be the most utilized tool for lead generation purposes:

51% of participants cited Content Marketing
38% cited Brand Awareness
34% cited Thought Leadership
29% cited Sales

In addition, a 2012 study conducted by the Content Marketing Institute revealed that on average, B2B marketers develop and deliver 12 forms of content to customers — 4 more than what the study concluded last year (8). Increasingly popular forms of content included research reports, videos, mobile content, and virtual conferences.

About the Presenter:

Nick Pinkerton, Assistant Marketing Manager

Nick manages a variety of Regalix and client-driven projects, specializing in content and messaging for product videos, email campaigns, and social media. Prior to joining Regalix, he worked in professional sports sales and in marketing for the PC hardware industry. Nick holds a bachelor’s degree in Communication from Santa Clara University.

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    Professional writing   the gateway to powerful messaging Professional writing the gateway to powerful messaging Presentation Transcript

    • ProfessionalWriting:TheGateway toPowerfulMessagingNick PinkertonRegalix Inc.February 19, 2013
    • Background Current: Assistant Marketing Manager at Regalix Past:  PC Hardware: Marketing and Communications  Professional Sports Sales Education: Santa Clara University  Bachelor’s in Communication (Media Studies)
    • Takeaways: Your Schwag Bag  Techniques for addressing your audience  Bringing “boring” content to life  Balancing product and brand through messaging  Establishing a voice through your contentYou’re getting the digital version of this 
    • Why do you matter?
    • Content MarketingGenerates Leads2012 B2BMagazineSurvey
    • Content Volumes are Increasing2012ContentMarketingInstituteSurvey
    • This is why you matter Marketing Product Development Sales Animated White Paper Demo ThoughtC-Level Leadership CONTENT MIX Email Content AUDIENCE
    • Challengeshow can weguarantee QUALITY?how do we make this CONSISTENTwith the BRAND?
    • Messaging Checklist Audience Words Visuals Product Brand You!
    • #1 Addressing Your Audience  Always start with a baseline of 0  Become a Consumer  Make them feel like they are learning  Guide them through your content
    • Always Start with a Baseline of 0 Addressing Your Audience Reinforce the defining qualities of your product orNeed: Many people traveling tonew destinations take up Brand.luggage space with travel books.Benefit: Our mobile app lets youmark the attractions &destinations you’d find in a travelbook, so you can save space formore clothes or souvenirs.
    • Become a Consumer Addressing Your Audience Your Audience Makeup parents fellow alumni former friends you’d colleagues take a roadtripYour audience to visit every summer people you’d get coffee with neighborsis made up offriends, peers,and familymembers.
    • Make them Feel like they’re Learning Addressing Your Audience Communicate a Establish a Takeaway takeaway and reinforce itReinforce Reinforce Reinforce throughout your content. Recap
    • Keep Your Audience Engaged Addressing Your AudienceYour content willnever make 100%sense to youraudience.
    • Messaging Checklist Audience Words Visuals Product Brand You!
    • #2 Bringing Boring Content to Life: Words  The Power of Analogies  Bring in Rich Media  User Interaction
    • The Power of Analogies Bringing Boring Content to Life: WordsImage credits to NetApp.com.
    • Bring in Rich Media Bringing Boring Content to Life: WordsUse rich mediato explain whatyour wordscannot.
    • User Interaction Bringing Boring Content to Life: Words Lorem Bring in audienceipsum this? chatter to connect people Your to your brand. Content Lorem ipsum that!
    • Messaging Checklist Audience Words Visuals Product Brand You!
    • #3 Messaging to Balance Product and Brand  Understanding product qualities vs. brand qualities  Relating products back to brand  Applying to specific content types
    • Product Qualities vs. Brand Qualities Messaging to Balance Product and Brand (Brand) ConvenienceBuyers can (Product) Size (Product) (Product) Timemake purchase Compatibilitydecisions basedon product orbrand.
    • Relating Productsto Brand Messaging to Balance Product and Brand Strive to make your products & brand one in the same.
    • Applying to specific Content Messaging to Balance Product and BrandCustomers liketo take breaksfrom being Image credits to Wikipedia.com.pitched.
    • Messaging Checklist Audience Words Visuals Product Brand You!
    • #4 Establishing a Voice for Content = You!  Where you come in  Know your limits  Create your story
    • Where youcome in Establishing a Voice for Content = You! Identify new ways for customers to learn about your product.
    • Know your Limits Establishing a Voice for Content = You!Describe how Image credits to sfgate.com.you’re involvedwith yourcompany.
    • Create your Story Establishing a Voice for Content = You! Grow with your audience.
    • Recap Addressing Your Audience involves understanding them Look beyond your words to Bring Your Boring Content to Life Balance Product and Brand by recognizing their qualities Create your story to Establish a Voice for Your Content.
    • Housekeeping Time! Content Consultations  Direct inquiries to njpinkerton@regalix-inc.com Questions:  Email or Twitter.com/Regalix More on this Presentation  Slides: SlideShare.net/Regalix  YouTube.com/RegalixInfo
    • References B2B Magazine Survey http://www.forbes.com/sites/marketshare/2012/10/15/content -marketing-the-driver-leads-b2b-marketers/ Content Marketing Institute Survey http://contentmarketinginstitute.com/2012/10/2013-b2b- content-marketing-research/
    • Thanks!!