How to create remarkable content - IMUK13

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Kenneth Whitelaw-Jones explains how he created a remarkable content story out of excel spreadsheets and how he managed the content marketing

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How to create remarkable content - IMUK13

  1. 1. hosted by The fully-certified Hubspot Gold Partner
  2. 2. KENNY WHITELAW-JONES @KENNY_WJ
  3. 3. Create marketing people love.
  4. 4. TELLING OUR STORY COMPANIES WASTING MONEY? BANKERS WORKING INEFFICIENCTLY? LACK OF SPREADSHEET INTEROPERABILITY GOVERNMENT WASTING TAX PAYERS MONEY?
  5. 5. Working with a PR agency •  •  •  •  •  •  Provide a detailed brief…. But let us do the work Understand it’s not advertising Come together to produce the idea Research the topic and who is covering it Think about the best way of delivering the story •  Media training and key message development •  Tailor approach accordingly •  Liaison and media management
  6. 6. tv io rad whitepaper web med ia tweet slideshow news news release leadership events s cate dv o a blog post knowledge resources fb post conversations history comments paid media content vehicle tools faq website brand ground d scrib email common ground people image vimeo video four squa podcast infographic user ground twitter conversations re
  7. 7. Key Points to consider •  Get the PRs in early and let them work on strategy as well as delivery •  It’s all about the story •  Understand the bigger picture •  Tie in with existing issues •  Brainstorm •  Be targeted •  Be collaborative •  Be flexible on timing •  Follow the money •  Think about conflict •  Develop compelling content •  Come to terms with compromise •  Be flexible in terms of timing
  8. 8. hosted by The fully-certified Hubspot Gold Partner

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