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Content Planning and Content Marketing

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This presentation discusses the evolution of markting and content marketing. Presentation includes the new sales funnel overlaid with the "Hero's Journey"

This presentation discusses the evolution of markting and content marketing. Presentation includes the new sales funnel overlaid with the "Hero's Journey"

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  • 1. yourspeakeasy.comBuilding aContent Plan
  • 2. yourspeakeasy.com@dansturdivantChairman, DFW Search Engine Marketing AssociationSenior Account Director at Speakeasy- A Content Marketing Agency
  • 3. yourspeakeasy.comPart I
  • 4. yourspeakeasy.comMarketing History
  • 5. yourspeakeasy.com
  • 6. yourspeakeasy.comMore Mass=More Market
  • 7. yourspeakeasy.com
  • 8. yourspeakeasy.com
  • 9. yourspeakeasy.com
  • 10. yourspeakeasy.comMarketing Today
  • 11. yourspeakeasy.comMarketing Today• Mass has collapsed
  • 12. yourspeakeasy.comMarketing Today• Mass has collapsed• Transparency is the norm
  • 13. yourspeakeasy.comMarketing Today• Mass has collapsed• Transparency is the norm• Social connectivity is everywhere
  • 14. yourspeakeasy.comMarketing Today• Mass has collapsed• Transparency is the norm• Social connectivity is everywhere• Trust is paramount
  • 15. yourspeakeasy.comPart II
  • 16. yourspeakeasy.comToday’s mantra• You should orchestrate value-addedplatforms in order to syndicate frictionlessmodels that embrace visionary eyeballs forthe most innovative/synergistic consumers• Once this is complete, you will morph viralniches in order to exploit B2B ROI & e-enablecross-platform mindshare
  • 17. yourspeakeasy.com
  • 18. yourspeakeasy.comContent Buzzwords• Inbound marketing• Blogging• Editorial calendar• Keyword gap analysis• KPI’s• Content audit• Content
  • 19. yourspeakeasy.com
  • 20. yourspeakeasy.comBut What’s Missing?
  • 21. yourspeakeasy.com
  • 22. yourspeakeasy.comit’s the story stupid
  • 23. yourspeakeasy.com
  • 24. yourspeakeasy.com
  • 25. yourspeakeasy.comStory telling is marketing
  • 26. yourspeakeasy.com• Focus the story on the buyers’ issues and outcomes,versus the me-me-me-centric approach• “Sectionalize” stories so that it speaks to buyers at theirstate of needBenefit:• Shortens the “time to sale” when your story matches thebuyers’ needs• Reinforce the brand which increases the brand’s value• Content has value and becomes an assetStory telling as marketing
  • 27. yourspeakeasy.comResources• Brand Storytelling: 10 Steps to Start Your Content MarketingHero’s Journeyhttp://www.business2community.com/content-marketing/brand-storytelling-10-steps-to-start-your-content-marketing-heros-journey-0423047• Cant’ Buy me Like- How Authentic Customer Connections DriveSuperior Resultshttp://cantbuymelike.com/
  • 28. yourspeakeasy.com@DanSturdivantChairman, DFW Search Engine Marketing AssociationSenior Account Director atSpeakeasy- A Content Marketing AgencyYourSpeakeasy.com

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