On Target 2014 Neil Stoneman, Velocity Partners

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On Target 2014 Neil Stoneman, Velocity Partners

  1. 1. All you wanted to know about content marketing but were afraid to ask Neil Stoneman Velocity Partners What senior marketers and sales bods need to know. @velocitytweets
  2. 2. B2B Content Marketing Agency with accent on tech London Clients all over the world
  3. 3. Content marketing is the single most important discipline for winning market share in markets where the purchase is considered. Big Hairy Audacious Claim
  4. 4. Content marketing is the single most important discipline for winning market share in markets where the purchase is considered. Big Hairy Audacious Claim Buyers educate themselves
  5. 5. Content marketing is the single most important discipline for winning market share in markets where the purchase is considered. Big Hairy Audacious Claim Content marketing is the single most important discipline for winning market share in technology markets. Sales cycles are long Buyers educate themselves
  6. 6. Content marketing is the single most important discipline for winning market share in markets where the purchase is considered. Big Hairy Audacious Claim Content marketing is the single most important discipline for winning market share in technology markets. Tech and business models are stupidly easy to copy Sales cycles are long Buyers educate themselves
  7. 7. Big Hairy Audacious Claim, (restated) The winners will be the companies who use the power of content to help buyers do the job of buying. The full- court sales press days are over
  8. 8. The winners will be the companies who best use the power of content to help buyers do the job of buying. Big Hairy Audacious Claim, (restated) Engage earlier
  9. 9. The winners will be the companies who best use the power of content to help buyers do the job of buying. Big Hairy Audacious Claim, (restated) Engage earlier Educate
  10. 10. The winners will be the companies who best use the power of content to help buyers do the job of buying. Big Hairy Audacious Claim, (restated) Engage early, sell late Educate Position your company as experts
  11. 11. You’ve already got the most important (and hardest to fake) asset for content marketing. The Good News
  12. 12. The Not So Good News 1
  13. 13. An over-reliance on competent, professional, intelligent, well-made, on-strategy content leads to mediocrity.
  14. 14. Great content brands are built on home run pieces.Goodies Time
  15. 15. Great content brands are built on home run pieces.Goodies Time They earn goodies
  16. 16. Great content brands are built on home run pieces.Goodies Time They earn goodies Turbo charge other content
  17. 17. Great content brands are built on home run pieces.Goodies Time They earn goodies Turbo charge other content Escape search tyranny
  18. 18. Home run content also helps you overcome the most challenging obstacle of all
  19. 19. Home run content also helps you overcome the most challenging obstacle of all Inertia
  20. 20. To harness the power of your expertise, a lot needs to change. The Not So Good News 2
  21. 21. To harness the power of your expertise, a lot needs to change. The Not So Good News New strategies & tactics
  22. 22. To harness the power of your expertise, a lot needs to change. The Not So Good News New strategies & tactics New people & skills
  23. 23. To harness the power of your expertise, a lot needs to change. New strategies & tactics New people & skills New processes & technologies The Not So Good News
  24. 24. To harness the power of your expertise, a lot needs to change. New culture
  25. 25. The Big 7 Principles (In Practice). 1.  Getstarted(simply) 2.  Findtherightissues 3.  Heart&head 4.  Contentmapping 5.  Psychographics 6.  Sweetspot 7.  Confidence
  26. 26. Culture change We’ve been talking to the suits >>>>>>>> Now we need to talk to jumpsuits Selling stuff with great deals >>>>>>> Now we need to sell process benefits We’ve known our customer >>>>>>>>>>> Now we don’t know our customer The door’s been open >>>>>>>>>>> Now there are lots of doors to open
  27. 27. Small step forward 1 How can we broaden our message to engage new people in 500 core business targets?
  28. 28. Research Qualitative Quantitative Rich Personas Psychographics Social Media Twitter LinkedIn Groups Quora Influencers Popular posts Shares First-hand customer contact Desk Finding issues that resonate. 2
  29. 29. 3 as well as the head Go for the heart Getengaged. Staytogether.
  30. 30. — ONE — What you say — TWO — How you say it Useful x Entertaining = Effective
  31. 31. Mapping content to consideration stage 4 How? Why? What? Who?
  32. 32. Pyschographic Targeting 5
  33. 33. What your prospects care about What you know Sweet Spot Sweet spot: all your content needs come from here What your prospect cares about 6
  34. 34. Great content is always confident content. 7
  35. 35. 1. Target 2. Engage 3. Nurture 4. Convert
  36. 36. 116,000“unengaged” individualsfoundin 73%companytargets Contentandcontext reinventedfornew world Engagedindividuals joinheadnurture process
  37. 37. Some Essentials. Roles Stories Tactics Processes Technologies
  38. 38. The Essential Roles. Content planner
  39. 39. The Essential Roles. Content planner Storyteller
  40. 40. The Essential Roles. Content planner Storyteller Community builder
  41. 41. The Essential Stories. What you believe.
  42. 42. The Essential Stories. What you believe. Why it matters.
  43. 43. The Essential Stories. What you believe. Why it matters. Why I should believe you.
  44. 44. The Essential Tactics. eBooks
  45. 45. The Essential Tactics. eBooks SlideShares
  46. 46. The Essential Tactics. eBooks SlideShares Videos
  47. 47. The Essential Processes. Insight into Content
  48. 48. The Essential Processes. Insight into Content Content into Engagement
  49. 49. The Essential Processes. Insight into Content Content into Engagement Engagement into Revenue
  50. 50. The Essential Processes. Insight into Content Content into Engagement Engagement into Revenue Measure. Everything.
  51. 51. The Essential Tech. CMS
  52. 52. The Essential Tech. CMS CRM, Targeting & Marketing Automation
  53. 53. The Essential Tech. CMS CRM, Targeting & Marketing Automation Analytics
  54. 54. The content brand A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming.
  55. 55. The content brand A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming. Be the buyer
  56. 56. The content brand A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming. Be the buyer Be aurthoritative
  57. 57. The content brand A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming. Be the buyer Be aurthoritative Be strategic and prolific
  58. 58. The content brand A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming. Be the buyer Be aurthoritative Be strategic and prolific Be human
  59. 59. Further reading
  60. 60. Thank you.

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