Engaging Content: The Lasting Power of Persuasive Content

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Yes, content is king in professional and other knowledge-based marketing. But content only rules if it is shared in an engaging way. Delivering content is one thing; delivering persuasive, useful, brand-building content is another. During this presentation you will find principles of user-focused, courteous, attention-earning content for any medium—websites, blogs, e-alerts, brochures, white papers, proposals—even conversations.

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  • Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important. Reaching out to clients is important Blogging might surprise you
  • Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important. Reaching out to clients is important Blogging might surprise you
  • Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important. Reaching out to clients is important Blogging might surprise you
  • Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important. Reaching out to clients is important Blogging might surprise you
  • Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important. Reaching out to clients is important Blogging might surprise you
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • I want to prove that just as in the history of firm brochures, we could yank off one cover and put on another, the history of law firm Web sites is shaping up the same way. There is little differentiation, precious little imagination and thought given to much other than simply having a Web site.
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
  • Engaging Content: The Lasting Power of Persuasive Content

    1. 1. #gbwebinarENGAGING CONTENTthe lasting power of persuasive contentJune 19, 2012
    2. 2. if you like this program, you may also like
    3. 3. content marketing is all the rage: “it’s the new black”
    4. 4. content marketing has alwaysbeen a professional services marketing staple … for good reason
    5. 5. your buyers saythey likereceiving yoursubstantivecontent
    6. 6. the question is not whether contentmarketing makes sense; it’s how to make sure your content is consumed
    7. 7. “you can’t bore people into buying your product or service” — David Ogilvy
    8. 8. “everyone communicates, few connect”
    9. 9. threshold question: what is content?
    10. 10. many of us have all grown up believing andhave been educated to believe that content isblah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah. . .
    11. 11. ever heard the comment “text heavy”?
    12. 12. separated at birth?
    13. 13. even back in theday, ideas wereshared with morethan text
    14. 14. rethink content as a salad bar
    15. 15. not everyone likes the same contentin the same helpings (especially on the web)
    16. 16. a balanced diet in practice
    17. 17. beyond a balanced diet …more ideas for engaging content
    18. 18. engaging content isrelevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
    19. 19. engaging content isrelevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
    20. 20. engaging content isrelevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
    21. 21. engaging content isrelevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
    22. 22. engaging content isrelevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
    23. 23. engaging content isrelevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
    24. 24. #gbwebinartips and examples by mediumadswebsites and minisitesblogsmobileemailspackaged eventswhite papers, alerts, newslettersbrochures and collateralproposals
    25. 25. #gbwebinartips and examples by mediumadswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateralproposals
    26. 26. before
    27. 27. after
    28. 28. #gbwebinartips and examples by mediumadswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateralproposals
    29. 29. WELCOME TO US RECENT NEWS ABOUT US MORE THINGS ABOUT US
    30. 30. #gbwebinartips and examples by mediumadswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateralproposals
    31. 31. in a small world, “context is king”
    32. 32. your site on mobile
    33. 33. your mobile site on mobile
    34. 34. #gbwebinartips and examples by mediumadswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateralproposals
    35. 35. #gbwebinartips and examples by mediumadswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateralproposals
    36. 36. #gbwebinartips and examples by mediumadswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateralproposals
    37. 37. #gbwebinartips and examples by mediumadswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateralproposals
    38. 38. before defeatsthe potentialreader
    39. 39. after invites thepotential reader
    40. 40. #gbwebinartips and examples by mediumadswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateralproposals
    41. 41. #gbwebinartips and examples by mediumadswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateralproposals
    42. 42. think outside of the container
    43. 43. #gbwebinarengaging content isrelevant, useful and temporaleasy to get-through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
    44. 44. #gbwebinarquestions?
    45. 45. if you like this program, you may also like
    46. 46. ENGAGING CONTENTthe lasting power of persuasive contentJune 19, 2012

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