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Knowledge as sales tool  ContentMarketing in the ICT business
ICT is all about knowledge@jwalphenaar               #nm13
And certificates@jwalphenaar        #nm13
But does your client understand the meaning                 of these certificates?@jwalphenaar              #nm13
Knowledge is in a continuous development@jwalphenaar               #nm13
Putting a lot of money in the brains@jwalphenaar                    #nm13
Knowledge is power!@jwalphenaar           #nm13
My               precious@jwalphenaar              #nm13
We will not give it away for free!@jwalphenaar                   #nm13
People love product sampling@jwalphenaar                #nm13
Why not knowledge-sampling?@jwalphenaar               #nm13
Knowledge sharing                  Look, this                   is what I                                   Oh I like     ...
Don’t tell people that you are good                            Prove it!@jwalphenaar                   #nm13
Knowledge sharing is like foreplay@jwalphenaar             #nm13
Knowledge as sales tool@jwalphenaar             #nm13
Traditional sales Suspect       Prospect           Lead   Klant@jwalphenaar              #nm13
Fuck the sales funnel@jwalphenaar            #nm13
Clients hate salesmen!@jwalphenaar                #nm13
The customer is in control                Research  Need                      Shortlist   Selection   Decision            ...
A good writte article (blogpost) can lead to new insights@jwalphenaar                #nm13
That’s         interesting                               We might                                                   need t...
Free time               Not only getting new knowledge@jwalphenaar      #nm13
But also sharing it@jwalphenaar           #nm13
Blogging on a weekly base generates 72% more leads@jwalphenaar            #nm13
@jwalphenaar   #nm13
Your new strategy@jwalphenaar          #nm13
Step 1: Training@jwalphenaar        #nm13
Step 2: Mapping your knowledge@jwalphenaar                 #nm13
Stap 3: Content agenda   ★Topics   ★Events@jwalphenaar             #nm13
Stap 4: writing@jwalphenaar         #nm13
Stap 5: publish@jwalphenaar         #nm13
Time to chill?@jwalphenaar        #nm13
Content needs promotion@jwalphenaar             #nm13
80% of Dutch ICT-companies uses social media@jwalphenaar              #nm13
Your content is your new ammo on social@jwalphenaar              #nm13
@jwalphenaar   #nm13
@jwalphenaar   #nm13
Which is the most effective social network for              distributing your content?@jwalphenaar              #nm13
@jwalphenaar   #nm13
Content sharing@jwalphenaar      #nm13
And than the interaction starts@jwalphenaar                 #nm13
1. Determine your knowledge and expertise  2. Put this into understandable content  3. Publish this content  4. Share your...
Content creates trust     Mm, they are    truly a thought                  Invite them over         leader                ...
Use your knowledge as a Sales boost@jwalphenaar                   #nm13
Book me as a speaker at your next event               ★http://www.linkedin.com/in/jwalphenaar@jwalphenaar   ★www.jwalphena...
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Knowledge as a sales tool - Contentmarketing in the ict business [English]

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The slides of my presentation at Next Marketing 2013 in The Netherlands where I was a keynote speaker on the topic of content marketing

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Transcript of "Knowledge as a sales tool - Contentmarketing in the ict business [English]"

  1. 1. Knowledge as sales tool ContentMarketing in the ICT business
  2. 2. ICT is all about knowledge@jwalphenaar #nm13
  3. 3. And certificates@jwalphenaar #nm13
  4. 4. But does your client understand the meaning of these certificates?@jwalphenaar #nm13
  5. 5. Knowledge is in a continuous development@jwalphenaar #nm13
  6. 6. Putting a lot of money in the brains@jwalphenaar #nm13
  7. 7. Knowledge is power!@jwalphenaar #nm13
  8. 8. My precious@jwalphenaar #nm13
  9. 9. We will not give it away for free!@jwalphenaar #nm13
  10. 10. People love product sampling@jwalphenaar #nm13
  11. 11. Why not knowledge-sampling?@jwalphenaar #nm13
  12. 12. Knowledge sharing Look, this is what I Oh I like got to it, I want offer. more!@jwalphenaar #nm13
  13. 13. Don’t tell people that you are good Prove it!@jwalphenaar #nm13
  14. 14. Knowledge sharing is like foreplay@jwalphenaar #nm13
  15. 15. Knowledge as sales tool@jwalphenaar #nm13
  16. 16. Traditional sales Suspect Prospect Lead Klant@jwalphenaar #nm13
  17. 17. Fuck the sales funnel@jwalphenaar #nm13
  18. 18. Clients hate salesmen!@jwalphenaar #nm13
  19. 19. The customer is in control Research Need Shortlist Selection Decision solutions @jwalphenaar #nm13
  20. 20. A good writte article (blogpost) can lead to new insights@jwalphenaar #nm13
  21. 21. That’s interesting We might need that Need Shortlist Selection Decision@jwalphenaar #nm13
  22. 22. Free time Not only getting new knowledge@jwalphenaar #nm13
  23. 23. But also sharing it@jwalphenaar #nm13
  24. 24. Blogging on a weekly base generates 72% more leads@jwalphenaar #nm13
  25. 25. @jwalphenaar #nm13
  26. 26. Your new strategy@jwalphenaar #nm13
  27. 27. Step 1: Training@jwalphenaar #nm13
  28. 28. Step 2: Mapping your knowledge@jwalphenaar #nm13
  29. 29. Stap 3: Content agenda ★Topics ★Events@jwalphenaar #nm13
  30. 30. Stap 4: writing@jwalphenaar #nm13
  31. 31. Stap 5: publish@jwalphenaar #nm13
  32. 32. Time to chill?@jwalphenaar #nm13
  33. 33. Content needs promotion@jwalphenaar #nm13
  34. 34. 80% of Dutch ICT-companies uses social media@jwalphenaar #nm13
  35. 35. Your content is your new ammo on social@jwalphenaar #nm13
  36. 36. @jwalphenaar #nm13
  37. 37. @jwalphenaar #nm13
  38. 38. Which is the most effective social network for distributing your content?@jwalphenaar #nm13
  39. 39. @jwalphenaar #nm13
  40. 40. Content sharing@jwalphenaar #nm13
  41. 41. And than the interaction starts@jwalphenaar #nm13
  42. 42. 1. Determine your knowledge and expertise 2. Put this into understandable content 3. Publish this content 4. Share your content and knowledge 5. Create a need with your potential clients@jwalphenaar #nm13
  43. 43. Content creates trust Mm, they are truly a thought Invite them over leader for a meeting@jwalphenaar #nm13
  44. 44. Use your knowledge as a Sales boost@jwalphenaar #nm13
  45. 45. Book me as a speaker at your next event ★http://www.linkedin.com/in/jwalphenaar@jwalphenaar ★www.jwalphenaar.nl #nm13
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