10 Insightful Quotes On Designing A Better Customer ExperienceYuan Wang
In an ever-changing landscape of one digital disruption after another, companies and organisations are looking for new ways to understand their target markets and engage them better. Increasingly they invest in user experience (UX) and customer experience design (CX) capabilities by working with a specialist UX agency or developing their own UX lab. Some UX practitioners are touting leaner and faster ways of developing customer-centric products and services, via methodologies such as guerilla research, rapid prototyping and Agile UX. Others seek innovation and fulfilment by spending more time in research, being more inclusive, and designing for social goods.
Experience is more than just an interface. It is a relationship, as well as a series of touch points between your brand and your customer. Here are our top 10 highlights and takeaways from the recent UX Australia conference to help you transform your customer experience design.
For full article, continue reading at https://yump.com.au/10-ways-supercharge-customer-experience-design/
25 stats—13 positive, 12 negative—that reflect the marketing world, including content marketing, social media, email newsletters, analytics, blogging, digital video, and more.
Keep these stats in mind when crafting your marketing strategy.
You are dumb at the internet. You don't know what will go viral. We don't either. But we are slighter less dumber. So here's a bunch of stuff we learned that will help you be less dumb too.
Hi! We're the creative team behind Hypothesis's reports, presentations, and infographics, and we're sharing out our best tips. Please share with someone you think would enjoy this slideshow.
www.hypothesisgroup.com
www.linkedin.com/companies/hypothesis-group
www.instagram.com/hypothesisgroup
Here at Table19, we believe that great work is only possible when clients and their agencies work together as a team. This is a presentation written by our Executive Creative Director Graham Wall, who on his first day in this industry heard the senior team he was shadowing say something he couldn’t understand: that the client had bought the wrong idea.
This set in motion a desire to understand how and why this had happened, and make sure it never happened again. This presentation details Graham’s learnings and philosophies, and shows how agencies and clients can create better work together.
If you are like many people, even the thought of delivering a speech in front of an audience will get your palms sweating. The fear of public speaking ranks high among the most common phobias, and for good reason: most of us approach the situation with the wrong mindset, which in turn makes us live out our worst fears in a public forum.
As Michael Parker notes in IT’S NOT WHAT YOU SAY: How to Sell Your Message When It Matters Most (A TarcherPerigee paperback; on sale January 2016), our fixation on the content of our words – and not the presentation of ourselves – is what brings us down. Once the Vice-Chairman of London’s Saatchi & Saatchi, and one of the world’s most experienced advertising pitch men, having made more than 1,000 pitches in his successful career, Parker has learned first-hand that an effective presentation, a job interview, or even a speech at a wedding hinges on our ability to portray ourselves as passionate, relatable, and collected. But, if we are focused on what we say, and not how we act, we will fail to persuade our audience.
Applied in the boardroom, at the pulpit, or even in conversation, these tenets will help you present better in any situation.
SEO has changed a lot over the last two decades. We all know about Google Panda & Penguin, but did you know there was a time when search engine results were returned by humans? Crazy right? We take a trip down memory lane to chart some of the biggest events in SEO that have helped shape the industry today.
10 Insightful Quotes On Designing A Better Customer ExperienceYuan Wang
In an ever-changing landscape of one digital disruption after another, companies and organisations are looking for new ways to understand their target markets and engage them better. Increasingly they invest in user experience (UX) and customer experience design (CX) capabilities by working with a specialist UX agency or developing their own UX lab. Some UX practitioners are touting leaner and faster ways of developing customer-centric products and services, via methodologies such as guerilla research, rapid prototyping and Agile UX. Others seek innovation and fulfilment by spending more time in research, being more inclusive, and designing for social goods.
Experience is more than just an interface. It is a relationship, as well as a series of touch points between your brand and your customer. Here are our top 10 highlights and takeaways from the recent UX Australia conference to help you transform your customer experience design.
For full article, continue reading at https://yump.com.au/10-ways-supercharge-customer-experience-design/
25 stats—13 positive, 12 negative—that reflect the marketing world, including content marketing, social media, email newsletters, analytics, blogging, digital video, and more.
Keep these stats in mind when crafting your marketing strategy.
You are dumb at the internet. You don't know what will go viral. We don't either. But we are slighter less dumber. So here's a bunch of stuff we learned that will help you be less dumb too.
Hi! We're the creative team behind Hypothesis's reports, presentations, and infographics, and we're sharing out our best tips. Please share with someone you think would enjoy this slideshow.
www.hypothesisgroup.com
www.linkedin.com/companies/hypothesis-group
www.instagram.com/hypothesisgroup
Here at Table19, we believe that great work is only possible when clients and their agencies work together as a team. This is a presentation written by our Executive Creative Director Graham Wall, who on his first day in this industry heard the senior team he was shadowing say something he couldn’t understand: that the client had bought the wrong idea.
This set in motion a desire to understand how and why this had happened, and make sure it never happened again. This presentation details Graham’s learnings and philosophies, and shows how agencies and clients can create better work together.
If you are like many people, even the thought of delivering a speech in front of an audience will get your palms sweating. The fear of public speaking ranks high among the most common phobias, and for good reason: most of us approach the situation with the wrong mindset, which in turn makes us live out our worst fears in a public forum.
As Michael Parker notes in IT’S NOT WHAT YOU SAY: How to Sell Your Message When It Matters Most (A TarcherPerigee paperback; on sale January 2016), our fixation on the content of our words – and not the presentation of ourselves – is what brings us down. Once the Vice-Chairman of London’s Saatchi & Saatchi, and one of the world’s most experienced advertising pitch men, having made more than 1,000 pitches in his successful career, Parker has learned first-hand that an effective presentation, a job interview, or even a speech at a wedding hinges on our ability to portray ourselves as passionate, relatable, and collected. But, if we are focused on what we say, and not how we act, we will fail to persuade our audience.
Applied in the boardroom, at the pulpit, or even in conversation, these tenets will help you present better in any situation.
SEO has changed a lot over the last two decades. We all know about Google Panda & Penguin, but did you know there was a time when search engine results were returned by humans? Crazy right? We take a trip down memory lane to chart some of the biggest events in SEO that have helped shape the industry today.
Three business basics to always remember! People don't care about your brand. They care about what you can do for them. Back to basics... Give people what they want, do it consistently and do it better than your competition.
My contribution to this world of startups, to all people like me and my friends. "The Designer's Guide to Startup Weekend".
Soon also on Behance, Dribble and Visual.ly.
Enjoy it and, please, let me know if it was helpful for you :)
How NOT to Run Your Company – Lessons LearnedWeekdone.com
The Internet is full of articles on „How to succeed“ and „How to build a great company“ But while following those guidelines we often forget that there's a lot you just can't do.
Learning from your own mistakes is good, but it's even better when you can learn from the mistakes of others.
Everyone's favorite billionaire and Republican presidential hopeful Donald Trump has said “Watch, listen, and learn. You can’t know it all yourself. Anyone who thinks they do is destined for mediocrity.”
Enjoy the slides and a sense of humor is advised.
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
Learn how to convince others of your UX ideas by understanding them.
We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved!
Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to.
In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.
Learn more about "The Science of Memorable Presentations" by checking out the Ethos3 blog post on this topic: http://ethr.ee/1ULMrxy
Ethos3 is a presentation design agency with premier PowerPoint and presentation designers. We can create the perfect presentation for you: www.ethos3.com
If you need help creating professional presentations, email us at: info@ethos3.com
We held the largest ever Virtual SlideShare Summit a week back, if you missed it here's your chance to hear from the experts once more on some of the takeaways on presentation design and SlideShare Marketing
The Science of Story: How Brands Can Use Storytelling To Get More CustomersDigital Surgeons
Storytelling is not only an entertaining source for information, but a way to engage and humanize our messages that helps them stick. Our brains are wired for stories. Like a drug, we seek them out. Good stories create lasting emotional connections that persuade, educate, entertain, and convert consumers into brand loyalists.
Here’s another good reason to believe in the power of stories: You don't have a goddamn choice. We spend a third of our waking hours crafting stories, and the rest of the time consuming them. Our brains are always searching for stories. You need stories. You live your life around stories. Your life itself is a story. So, now find out how you can use them to better understand how brands and businesses can use storytelling to increase engagement and sales.
10 Things your Audience Hates About your PresentationStinson
See it with animations! https://vimeo.com/179236019
It’s impossible to win over an audience with a bad presentation. You might have the next big thing, but if your presentation falls flat, then so will your idea. While every audience is different, there are some universal cringe-worthy presentation mistakes that are all too common. Whether you’re an amateur or a seasoned presenter, you should always avoid this list of top 10 things your audience hates. Are you committing any of these 10 fatal presentation sins?
For more presentation help, visit stinsondesign.com/blog
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
This list is more or less a curation of tips I've surfaced from my reading or research and from what I've observed from being around some incredible investors and successful entrepreneurs. Note, this advice is geared towards ideation through product-market fit level startups, but the life tips are universally applicable I would say.
When possible, I tried to make the tip "actionable", which I define as something that's able to be done;
or an action having practical value.
So, in no particular order, I give you the Startup and Life Tips for Entrepreneurs: a Journal of Thoughts...
Building an enduring, multi-billion dollar consumer technology company is hard. As an investor, knowing which startups have the potential to be massive and long-lasting is also hard. From both perspectives, identifying companies with this potential is a combination of “art” and “science” — the art is understanding how products work, and the science is knowing how to measure it. At the earliest stages of a company, it comes down to understanding how a product is built to maximize and leverage user engagement.
In this presentation, Sarah Tavel shares her "Hierarchy of Engagement" framework she uses to evaluate non-transactional consumer companies she is looking to invest in.
What's the ROI of a Piano? What's the ROI of a YouTube channel? What's the ROI of anything!? After you read this deck you'll be able to answer all these questions easily.
Three business basics to always remember! People don't care about your brand. They care about what you can do for them. Back to basics... Give people what they want, do it consistently and do it better than your competition.
My contribution to this world of startups, to all people like me and my friends. "The Designer's Guide to Startup Weekend".
Soon also on Behance, Dribble and Visual.ly.
Enjoy it and, please, let me know if it was helpful for you :)
How NOT to Run Your Company – Lessons LearnedWeekdone.com
The Internet is full of articles on „How to succeed“ and „How to build a great company“ But while following those guidelines we often forget that there's a lot you just can't do.
Learning from your own mistakes is good, but it's even better when you can learn from the mistakes of others.
Everyone's favorite billionaire and Republican presidential hopeful Donald Trump has said “Watch, listen, and learn. You can’t know it all yourself. Anyone who thinks they do is destined for mediocrity.”
Enjoy the slides and a sense of humor is advised.
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
Learn how to convince others of your UX ideas by understanding them.
We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved!
Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to.
In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.
Learn more about "The Science of Memorable Presentations" by checking out the Ethos3 blog post on this topic: http://ethr.ee/1ULMrxy
Ethos3 is a presentation design agency with premier PowerPoint and presentation designers. We can create the perfect presentation for you: www.ethos3.com
If you need help creating professional presentations, email us at: info@ethos3.com
We held the largest ever Virtual SlideShare Summit a week back, if you missed it here's your chance to hear from the experts once more on some of the takeaways on presentation design and SlideShare Marketing
The Science of Story: How Brands Can Use Storytelling To Get More CustomersDigital Surgeons
Storytelling is not only an entertaining source for information, but a way to engage and humanize our messages that helps them stick. Our brains are wired for stories. Like a drug, we seek them out. Good stories create lasting emotional connections that persuade, educate, entertain, and convert consumers into brand loyalists.
Here’s another good reason to believe in the power of stories: You don't have a goddamn choice. We spend a third of our waking hours crafting stories, and the rest of the time consuming them. Our brains are always searching for stories. You need stories. You live your life around stories. Your life itself is a story. So, now find out how you can use them to better understand how brands and businesses can use storytelling to increase engagement and sales.
10 Things your Audience Hates About your PresentationStinson
See it with animations! https://vimeo.com/179236019
It’s impossible to win over an audience with a bad presentation. You might have the next big thing, but if your presentation falls flat, then so will your idea. While every audience is different, there are some universal cringe-worthy presentation mistakes that are all too common. Whether you’re an amateur or a seasoned presenter, you should always avoid this list of top 10 things your audience hates. Are you committing any of these 10 fatal presentation sins?
For more presentation help, visit stinsondesign.com/blog
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
This list is more or less a curation of tips I've surfaced from my reading or research and from what I've observed from being around some incredible investors and successful entrepreneurs. Note, this advice is geared towards ideation through product-market fit level startups, but the life tips are universally applicable I would say.
When possible, I tried to make the tip "actionable", which I define as something that's able to be done;
or an action having practical value.
So, in no particular order, I give you the Startup and Life Tips for Entrepreneurs: a Journal of Thoughts...
Building an enduring, multi-billion dollar consumer technology company is hard. As an investor, knowing which startups have the potential to be massive and long-lasting is also hard. From both perspectives, identifying companies with this potential is a combination of “art” and “science” — the art is understanding how products work, and the science is knowing how to measure it. At the earliest stages of a company, it comes down to understanding how a product is built to maximize and leverage user engagement.
In this presentation, Sarah Tavel shares her "Hierarchy of Engagement" framework she uses to evaluate non-transactional consumer companies she is looking to invest in.
What's the ROI of a Piano? What's the ROI of a YouTube channel? What's the ROI of anything!? After you read this deck you'll be able to answer all these questions easily.
Today we all live and work in the Internet Century, where technology is roiling the business landscape, and the pace of change is only accelerating.
In their new book How Google Works, Google Executive Chairman and ex-CEO Eric Schmidt and former SVP of Products Jonathan Rosenberg share the lessons they learned over the course of a decade running Google.
Covering topics including corporate culture, strategy, talent, decision-making, communication, innovation, and dealing with disruption, the authors illustrate management maxims with numerous insider anecdotes from Google’s history.
In an era when everything is speeding up, the best way for businesses to succeed is to attract smart-creative people and give them an environment where they can thrive at scale. How Google Works is a new book that explains how to do just that.
This is a visual preview of How Google Works. You can pick up a copy of the book at www.howgoogleworks.net
An impactful approach to the Seven Deadly Sins you and your Brand should avoid on Social Media! From a humoristic approach to a modern-life analogy for Social Media and including everything in between, this deck is a compelling resource that will provide you with more than a few take-aways for your Brand!
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
What 33 Successful Entrepreneurs Learned From FailureReferralCandy
Entrepreneurs encounter failure often. Successful entrepreneurs overcome failure and emerge wiser. We've taken 33 lessons about failure from Brian Honigman's article "33 Entrepreneurs Share Their Biggest Lessons Learned from Failure", illustrated them with statistics and a little story about entrepreneurship... in space!
The What If Technique presented by Motivate DesignMotivate Design
Why "What If"...?
The What If Technique tackles the challenge of engaging a creative, disruptive mindset when it comes to design thinking and crafting innovative user experiences.
Thinking disruptively is a disruptive thing to do, which means it's a very hard thing to do, especially when you add in risk-averse business leaders and company cultures, who hold on tight to psychological blocks, corporate lore, and excuse personas that stifle creativity and possibilities (see www.motivatedesign.com/what-if for more details).
The What If Technique offers key steps, tools and examples to help you achieve incremental changes that promote disruptive thinking, overcome barriers to creativity, and lead to big, innovative differences for business leaders, companies, and ultimately user experiences and products.
Let's find out what's what together! Explore your "What Ifs" with us. See www.motivatedesign.com/what-if for details about the What If Technique, studio workshops, the book, case studies and more downloads--including a the sample chapter "Corporate Lore and Blocks to Creativity"
Connect with us @Motivate_Design
How People Really Hold and Touch (their Phones)Steven Hoober
For the newest version of this presentation, always go to: 4ourth.com/tppt
For the latest video version, see: 4ourth.com/tvid
Presented at ConveyUX in Seattle, 7 Feb 2014
For the newest version of this presentation, always go to: 4ourth.com/tppt
For the latest video version, see: 4ourth.com/tvid
We are finally starting to think about how touchscreen devices really work, and design proper sized targets, think about touch as different from mouse selection, and to create common gesture libraries.
But despite this we still forget the user. Fingers and thumbs take up space, and cover the screen. Corners of screens have different accuracy than the center. It's time to re-evaluate what we think we know.
Steven reviews his ongoing research into how people actually interact with mobile devices, presents some new ideas on how we can design to avoid errors and take advantage of this new knowledge, and leaves you with 10 (relatively) simple steps to improve your touchscreen designs tomorrow.
Inside this guide, you'll learn an insiders tips and techniques to getting into the marketing industry - no job applications necessary.
You'll learn what marketing really is, why you'll find a job easily, what entry level marketing jobs look like and four actionable things you can try right now to help get you into the marketing industry.
Visit Inbound.org and the Inbound.org/jobs community jobs board to find opportunities and connect with professional marketers from all over.
To help the curious class stay relevant, we’ve assembled an A-Z glossary of what we predict to be the 100 must-know terms and concepts for 2017.
We hope this cultural crib sheet will help prepare you for the year ahead.
Enjoy!
This is the first SlideShare adaption of Timothy E. Johansson's 100 Growth Hacks in 100 Days. The growth hacks that's included in the slide are 1 to 10. Timothy is the front-end developer at UserApp (www.userapp.io).
Love reading comics? You're not the only one. What about these stories about super-beings keep our eyes glued to the pages and our minds salivating for more? We explore in this deck how comic writers use these storytelling techniques and how you can apply it in your presentation.
The colours that dresses your brand are playing an important role in how they support this personality that you want to portray. Don’t panic when a colour speaks one thing, but in the relation to the brand it delivers a slightly different response.
Check out these examples of how brands used in conveying their message through branding and banner advertisement.
Read more http://www.bannersnack.com/blog/color-banner-design-inspiration/
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldabaux singapore
How can we take UX and Data Storytelling out of the tech context and use them to change the way government behaves?
Showcasing the truth is the highest goal of data storytelling. Because the design of a chart can affect the interpretation of data in a major way, one must wield visual tools with care and deliberation. Using quantitative facts to evoke an emotional response is best achieved with the combination of UX and data storytelling.
Clickbait: A Guide To Writing Un-Ignorable HeadlinesVenngage
We looked at some of the top performing content on social media, from some of the top publications on the web. From this, we were able to figure out the recipe for crafting a click-worthy title. Here is what we learned...
The present and future of the content marketing industry, by the editors of The Content Strategist. Trends, data, and best practices in brand publishing.
The Future of Content Marketing: 10 Things to Consider Today
Over the last few months. Joe Pulizzi has been sharing exclusive insights in CMI’s weekly newsletter, The Content Marketing Revolution. These tips are things that struck him each week, but when we looked at them in total many had a theme: they help marketing leaders prepare for the future of content marketing. The ideas range from big to small and quick to implement and a bit longer-term, but all are things you should be thinking about today. For more exclusive insights from Joe, subscribe to The Content Marketing Revolution. What do you really need to know to prepare for the future of content marketing?
A curation of my blog posts from 2014, along with interviews with Ingrid Kopp, Montecarlo, Nick DeMartino, Ian Ginn, Rob Pratten, Christian Fonnesbech, Doro Martin, Marco Sparmberg, Christy Dena, Mayus Chavez, Siobhan O'Flynn, Angela Natividad, plus an exclusive feature interview with Jeff Gomez.
How content marketing ruined content marketing (And what you can do to fix it)Omobono
Content marketing is over.
Or at least content marketing as we know it. Worn out. Used up. Over.
Don’t blame the audience for this, blame yourself; blame marketers. Blame marketing.
We did this to ourselves when we learned about content marketing – like a favourite old toy, a trusty pair of shoes; we latched on, we overdid it and this is why we can’t have nice things.
Content In Context: Native Advertising That Works💡 Melanie Deziel
Melanie Deziel (@mdeziel) is an award-winning content creator, strategist and consultant. She walks through the four-step process to ensure your native advertising and branded content campaigns are effective, engaging, and always in context.
Attention, Money and the Future of the Internet (Gerd Leonhard at Internet Hu...Gerd Leonhard
The PDF from my presentation at Internet Hungary 2009 in Tihany see http://bit.ly/dAnvc. Topics: defining 'broadband culture', why and how attention is the new currency, content 2.0 and the new pricing logic, the shift from mass media to niche media, why conversation beats monolog and why social media is CRM, the shift from push to pull, 'free gets you to the place where you can ask to get paid', how sharing generates income, the future of content, education trends, the end of control,
Corona Marketing: What Marketing Professionals Need to Do Now to Survive the ...Joe Pulizzi
AMA presentation from Joe Pulizzi covering seven key strategies that marketing professionals need to consider now during this transition time. Talks about the future of content marketing, social media, M&A and more.
We all know that incredible outcomes are only ever the result of brave choices. But being brave means giving yourself room to fail. Fail spectacularly and fail often. And for that failure to not be the kind of thing you lose your job over.
Which means you need to build room for mistakes into your process so you can fail forwards, keep being brave, and make some exceptional stuff as a result.
Marketers are trained to put their best foot forward and ignore the downsides of their products. This is about doing the exact opposite: finding your weakest points and showcasing them for all to see.
This is a deck we share with all new hires.
It's about the front line of the service relationship.
Thought we'd share it out there and see what people think.
Three metaphors in B2B content marketing and how they can lead you astray. Content Marketing is guided by the language we use to describe our activities. So metaphors can really shape our thinking. Three in particular are widely used and can be misleading.
This is our entry for the CMI Orange Awards 2012. We hope we win it because we'd be passionate ambassadors for the content marketing discipline (and we look fab in a tiara).
How clean tech & green tech marketing is different than normal B2B.
Clean tech and green tech are on a long-term growth trajectory. But you can't market them exactly like any other B2B technology product or service.
A few thoughts from Velocity's London-based green tech / clean tech practice.
Why most B2B marketing sucks & what you can do about it. A new model that creates marketing that's better, smarter and, above all, faster.
From Velocity, the B2B marketing agency specializing in technology, in digital and in speed.
3. Nine out of ten B2B
marketers will be
producing much more
content next year than
they did this year.
The tenth is clueless
and probably won’t be
bothering anyone anyway
4. Most of these will produce
even more content the year
after that.
9. Every B2B marketing agency is
cramming the word ‘content’
into everything they do.
Making us old-timers
go all snippy
10. Copywriting
Agencies Video
are now production
content farms. companies Contract
are now publishers
“rich content are rebranding
creators.” themselves
as content
marketing
experts.
Even their UK trade group
is now called the Content
Marketing Association
— a smart play
11. All of them need
people and all of them
are already struggling
to find the right talent:
People who ‘get’ content,
understand context and can
actually produce things that
audiences want to consume.
13. Lots and lots and lots
More Content.
From more and more sources.
From a pool of inexperienced content
creators that are stretched to the limit.
There’s only one conclusion:
15. ‘Me-too’ blog posts.
Three-sentence ideas pumped
up into 36-page eBooks.
Video interviews that might
as well be subtitled, ‘Yadda-yadda-yadda.’
Microsites full of the obvious disguised
as the profound.
16. This doesn’t just suck
because we’re all
going to be targeted
by all this drek.
It sucks because
the people we’re
marketing to will
start to raise their
barriers again.
17. After all,
a main source
of the power of
content marketing
is that it gets
prospects to lower
their Marketing Long enough,
Defense Systems we hope, to get
their attention and
for a few minutes. earn their custom.
18. But when the Content Effluent
Deluge begins (many would say
it already has), people will start to
invoke those Marketing Defense
Systems again.
Content
t
ten
t
And they’ll
Con
ten
nt Con
Content
Content Co
nte be right to
nt
Content
nte
Content Content Content Content Content
Content Content Content do so.
Co
Content Content Content Content
ontent ContentContent Content Content
Content Content Con
Content Content Content tent
Content Content
Content
Co
Content Content
Con
Con
nt Co
tent
en nt
tent
t en
t
Con
tent
19. If you’re in the business of
the kind that really helps
people do their jobs;
the kind that entertains
as well as informs;
the kind that blows
people’s socks off, then
sells them slippers;
you’re increasingly going to be
up against the other kind of content.
The
Shite
20. The weak content will look
from the outside a whole lot
To make like the good stuff.
things worse,
Snappy titles. Come-hither
subtitles. Friendly, open design.
It’s only when people actually
eat the stuff that they’ll discover
just how bad it is.
21. And that will make them much more
reluctant to trust the next content that
comes along.
Your
Content
23. But we won’t all suffer this fate.
Some of us will be protected against it.
24. Some of us will find
our traffic and open
rates and downloads
and revenues actually
increasing – against
the market trend.
Who will
these people be?
What makes them so
damn special?
25. The winners in the Post-Deluge era
will be the companies that
build something precious.
27. Great. Content. Brands.
‘Great’ ‘Content’ ‘Brands’
because you because this is because a brand
aim high and hit different from is a promise.
the target. your product or And a strong
service brands. brand is built on
this is about promises upheld.
being known
for producing
top-notch
content.
28. A Great Content Brand
is a brand that’s famous for
producing intelligent, useful
and entertaining content that’s
always worth consuming.
29. ‘Well-known’
is not enough.
Go for famous
(in your market).
A Great Content Brand
Never condescending
or over-simplified.
is a brand that’s famous for Utility is the essence
of content marketing.
producing intelligent, useful Make yourself useful.
This doesn’t
mean a laugh and entertaining content that’s
always worth consuming.
riot. It means
confident,
clear and easy
to read with
a bit of attitude
and energy.
If you fail once, Even if each piece
you damage the brand. doesn’t nail their
exact info-needs,
they’ll be glad they
invested the time.
31. Six Principles of
Great Content Brands
Be the buyer
Everything starts with their
challenges, needs, prejudices and
concerns.
32. Six Principles of
Great Content Brands
Be authoritative
Stay in your Sweet Spot, where
the things you understand better
than anyone else intersect with
the things your prospects
really care about.
33. Six Principles of
Great Content Brands
Be strategic
One-off content islands
don’t add up to a content strategy.
34. Six Principles of
Great Content Brands
Be prolific
Content Marketing is a marathon
not a shot put.
35. Six Principles of
Great Content Brands
Be passionate
If you don’t care about this stuff,
why should anybody else?
36. Six Principles of
Great Content Brands
Be tough on yourself
You’ll know if you’re being lazy.
Don’t be lazy.
37. If you build
a Great Content Brand,
you will never struggle £
to get your stuff read.
Your Return on Content
will always rise.
38. Because people
who consume your
content really like it.
And they share it
with other people.
Who also really like it.
And share it with other
people. Who also…
Share Share Share S
repeat until famous
39. There’s an added benefit.
Remember the skills gap that
kicked off this whole rant?
Well Great Content Brands also
attract great content people
who make… great content.
It’s a virtuous circle
and it’s FUN to ride.
40. Finally, a Great Content Brand
will throw a bright, clear light
on your main corporate, product
and service brands.
Just as surely as a weak content brand
will drain hard-earned energy away
from your main brands.
41. Let’s not kid ourselves,
Building a Great Content Brand
has always been hard.
Today — with all the pressure
to produce more and more
and more content — it’s harder
than ever.
42. But as the Content Effluent Deluge
gets nearer and nearer
building a Great Content Brand
is also more important
than ever before.
In fact, it’s critical.
hear that roar?
43. A thought experiment.
Pull out that pocket compact you have
in your handbag or bottom drawer.
Flip it open and look in the mirror.
Now ask yourself,
“Am I building a Great
Content Brand or am
I just building an efficient
content machine?”
44. If the little round face in the mirror says,
‘The latter’, close the compact and
go revisit your strategy.
“I’m building a Great
Content Brand or I’m
just building an efficient
content machine”
45. But if it says, ‘The former’,
then may the light of a thousand
beacons shine on your career.
“I’m building a Great
Content Brand or I’m
just building an efficient
content machine”
46. £
$ €
$
€
£
€
€€
£
And may the revenue
of a thousand eager
$
buyers wash over your
naked, quivering body.
£ £
£
47. Bottom line:
The Content Deluge is approaching.
Raise your game, build a great content
brand or prepare to get soaked.
49. Some more content you may like.
The B2B Marketing B2B Content Marketing The B2B Content Three Poisonous
Manifesto Strategy Checklist Marketing Workbook Metaphors in B2B
Content Marketing
A tirade against the reactionary Great content marketing starts A short primer on the single We like metaphors.
forces of traditional marketing. with a sharp content marketing most important weapon in the But sometimes, metaphors leak
A wake up call. Okay, a bit of a strategy. This Checklist will help B2B marketing arsenal: content back into the real world and
temper tantrum. you sharpen yours. marketing. It’s hot! distort our view of that world.
www.velocitypartners.co.uk/ideas-and-insights
The B2B Content
Marketing Blog
A joyride through the mean
streets of B2B
50. Velocity is a B2B content marketing agency.
We help great companies capture all they know
to delight the people they need to meet (then
turn that delight into revenue).
www.velocitypartners.co.uk