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Vote: Does the head of
your organisation ‘believe’
  in content marketing?
Assumption #1:
We all want to believe in
  content marketing
Social media
undoubtedly growing
1 in 10 buyers use blogs
to assess potential
suppliers
16% identify business
needs from o...
Quality v quantity

    We need good content
     We needs lots of it
Quality v quantity

        We need good content
         We needs lots of it

 But there aren’t enough hours in the
  day...
1. Sell more by not
 selling anything
Content marketing     Recognition of Need
more effective
                    Requirement Specification


                 ...
The social
 web has
freed the
 masses
2. Listen & Learn
Topics linked with your
Listen & Learn   brand

                 Opinion of your brand

                 Guide content
   ...
3. The Value of
  Exclusivity
Exclusivity

Better/more comprehensive/detailed

          More focused

           More topical

          More original
4. Get the right format
Text v video v audio

It’s your audience’s preference, not yours

                  Age
                Literacy
         ...
The eBook technique

No columns
Use links
Use pages instead of
paragraphs
Vary text size
Images




Lots of white space
Quality matters

High-quality writing is “highly influential” on
            perception of a brand.

Poor-quality writing ...
5. Repurposing
Can you convert into
another format?

Audience?

Content?

Technology?

Time?
2010: The Year
Of Video
53x more likely than text to
                 appear on front page of
                 search results.




2010: The Year
...
53x more likely than text to
                 appear on front page of
                 search results.

                 3...
53x more likely than text to
                 appear on front page of
                 search results.

                 3...
Repurposing content

Divide and conquer: split it down

    Combined opinion piece

        Pick of the Week

            ...
6. Sourcing and planning
Sourcing &   The goose that lays the
             golden egg. Keep the talent
planning     happy.
Sourcing &   The goose that lays the
             golden egg. Keep the talent
planning     happy.

             Measure an...
Sourcing &   The goose that lays the
             golden egg. Keep the talent
planning     happy.

             Measure an...
Sourcing &   The goose that lays the
             golden egg. Keep the talent
planning     happy.

             Measure an...
7. Attractiveness
Content so good you just
    have to share it
Content so good you just
      have to share it

Content so attractive you just
       have to click it
Which one would you choose?
7 tips, 6 ways, the 10 biggest…
  Proof of success: how I did it
Are you the kind of person who is
    influenced by a hea...
BUT…

 Think about context

   Restrict length

Don’t forget <H1> tags
And lastly…
Don’t lose the
momentum
Don’t lose the
momentum
Don’t lose the
momentum
IDM Annual B2B Conference
   www.theidm.com/b2bconference
£50 off – email marketing@theidm.com

    Buyersphere Research R...
Thank you for
  listening
7 tips for creating content
7 tips for creating content
7 tips for creating content
7 tips for creating content
7 tips for creating content
7 tips for creating content
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7 tips for creating content

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A presentation given as a webcast in January 2010, outlining 7 important considerations for content marketers. These 7 tips will help you maximise the quality and effectiveness of your online content, whilst minimising the effort involved.

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Transcript of "7 tips for creating content"

  1. 1. Vote: Does the head of your organisation ‘believe’ in content marketing?
  2. 2. Assumption #1: We all want to believe in content marketing
  3. 3. Social media undoubtedly growing 1 in 10 buyers use blogs to assess potential suppliers 16% identify business needs from online community interaction 43% said use of podcasts, videos and webcasts had increased in last 12 months 75% of blog readers said they were “very influential”
  4. 4. Quality v quantity We need good content We needs lots of it
  5. 5. Quality v quantity We need good content We needs lots of it But there aren’t enough hours in the day for what we’re doing already!
  6. 6. 1. Sell more by not selling anything
  7. 7. Content marketing Recognition of Need more effective Requirement Specification Request for Information / Long List Selection of Short List Evaluation of Short List Content marketing Presentations less effective Final Selection Post Purchase / Repeat Purchase
  8. 8. The social web has freed the masses
  9. 9. 2. Listen & Learn
  10. 10. Topics linked with your Listen & Learn brand Opinion of your brand Guide content Interact directly Google Alerts Social Mention Ice Rocket Backtype …or a paid solution
  11. 11. 3. The Value of Exclusivity
  12. 12. Exclusivity Better/more comprehensive/detailed More focused More topical More original
  13. 13. 4. Get the right format
  14. 14. Text v video v audio It’s your audience’s preference, not yours Age Literacy Geography Mobility Devices Time
  15. 15. The eBook technique No columns Use links Use pages instead of paragraphs Vary text size Images Lots of white space
  16. 16. Quality matters High-quality writing is “highly influential” on perception of a brand. Poor-quality writing was the most frequently cited reason for content having less influence.
  17. 17. 5. Repurposing
  18. 18. Can you convert into another format? Audience? Content? Technology? Time?
  19. 19. 2010: The Year Of Video
  20. 20. 53x more likely than text to appear on front page of search results. 2010: The Year Of Video
  21. 21. 53x more likely than text to appear on front page of search results. 3% of US companies plan to increase overall marketing spend: 52% will increase spend on video. 2010: The Year Of Video
  22. 22. 53x more likely than text to appear on front page of search results. 3% of US companies plan to increase overall marketing spend: 52% will increase spend on video. 2010: The Year In 2008, 28% of technology buyers rated video as Of Video “influential collateral”. Last year, it was 50%. Source: Eccolo, B2B Magazine [US]
  23. 23. Repurposing content Divide and conquer: split it down Combined opinion piece Pick of the Week Refocus
  24. 24. 6. Sourcing and planning
  25. 25. Sourcing & The goose that lays the golden egg. Keep the talent planning happy.
  26. 26. Sourcing & The goose that lays the golden egg. Keep the talent planning happy. Measure and motivate
  27. 27. Sourcing & The goose that lays the golden egg. Keep the talent planning happy. Measure and motivate Get the content habit. A little often; store it up.
  28. 28. Sourcing & The goose that lays the golden egg. Keep the talent planning happy. Measure and motivate Get the content habit. A little often; store it up. Write a schedule. See gaps and opportunities coming.
  29. 29. 7. Attractiveness
  30. 30. Content so good you just have to share it
  31. 31. Content so good you just have to share it Content so attractive you just have to click it
  32. 32. Which one would you choose?
  33. 33. 7 tips, 6 ways, the 10 biggest… Proof of success: how I did it Are you the kind of person who is influenced by a headline? You must read this! Break from the norm Puns, quotes, wordplays
  34. 34. BUT… Think about context Restrict length Don’t forget <H1> tags
  35. 35. And lastly…
  36. 36. Don’t lose the momentum
  37. 37. Don’t lose the momentum
  38. 38. Don’t lose the momentum
  39. 39. IDM Annual B2B Conference www.theidm.com/b2bconference £50 off – email marketing@theidm.com Buyersphere Research Report www.baseonegroup.co.uk @basebot .

  40. 40. Thank you for listening
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