yourspeakeasy.comBuilding aContent Plan
yourspeakeasy.com@dansturdivantChairman, DFW Search Engine Marketing AssociationSenior Account Director at Speakeasy- A Co...
yourspeakeasy.comPart I
yourspeakeasy.comMarketing History
yourspeakeasy.com
yourspeakeasy.comMore Mass=More Market
yourspeakeasy.com
yourspeakeasy.com
yourspeakeasy.com
yourspeakeasy.comMarketing Today
yourspeakeasy.comMarketing Today• Mass has collapsed
yourspeakeasy.comMarketing Today• Mass has collapsed• Transparency is the norm
yourspeakeasy.comMarketing Today• Mass has collapsed• Transparency is the norm• Social connectivity is everywhere
yourspeakeasy.comMarketing Today• Mass has collapsed• Transparency is the norm• Social connectivity is everywhere• Trust i...
yourspeakeasy.comPart II
yourspeakeasy.comToday’s mantra• You should orchestrate value-addedplatforms in order to syndicate frictionlessmodels that...
yourspeakeasy.com
yourspeakeasy.comContent Buzzwords• Inbound marketing• Blogging• Editorial calendar• Keyword gap analysis• KPI’s• Content ...
yourspeakeasy.com
yourspeakeasy.comBut What’s Missing?
yourspeakeasy.com
yourspeakeasy.comit’s the story stupid
yourspeakeasy.com
yourspeakeasy.com
yourspeakeasy.comStory telling is marketing
yourspeakeasy.com• Focus the story on the buyers’ issues and outcomes,versus the me-me-me-centric approach• “Sectionalize”...
yourspeakeasy.comResources• Brand Storytelling: 10 Steps to Start Your Content MarketingHero’s Journeyhttp://www.business2...
yourspeakeasy.com@DanSturdivantChairman, DFW Search Engine Marketing AssociationSenior Account Director atSpeakeasy- A Con...
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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"

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Transcript of "Content Planning and Content Marketing"

  1. 1. yourspeakeasy.comBuilding aContent Plan
  2. 2. yourspeakeasy.com@dansturdivantChairman, DFW Search Engine Marketing AssociationSenior Account Director at Speakeasy- A Content Marketing Agency
  3. 3. yourspeakeasy.comPart I
  4. 4. yourspeakeasy.comMarketing History
  5. 5. yourspeakeasy.com
  6. 6. yourspeakeasy.comMore Mass=More Market
  7. 7. yourspeakeasy.com
  8. 8. yourspeakeasy.com
  9. 9. yourspeakeasy.com
  10. 10. yourspeakeasy.comMarketing Today
  11. 11. yourspeakeasy.comMarketing Today• Mass has collapsed
  12. 12. yourspeakeasy.comMarketing Today• Mass has collapsed• Transparency is the norm
  13. 13. yourspeakeasy.comMarketing Today• Mass has collapsed• Transparency is the norm• Social connectivity is everywhere
  14. 14. yourspeakeasy.comMarketing Today• Mass has collapsed• Transparency is the norm• Social connectivity is everywhere• Trust is paramount
  15. 15. yourspeakeasy.comPart II
  16. 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. 17. yourspeakeasy.com
  18. 18. yourspeakeasy.comContent Buzzwords• Inbound marketing• Blogging• Editorial calendar• Keyword gap analysis• KPI’s• Content audit• Content
  19. 19. yourspeakeasy.com
  20. 20. yourspeakeasy.comBut What’s Missing?
  21. 21. yourspeakeasy.com
  22. 22. yourspeakeasy.comit’s the story stupid
  23. 23. yourspeakeasy.com
  24. 24. yourspeakeasy.com
  25. 25. yourspeakeasy.comStory telling is marketing
  26. 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. 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. 28. yourspeakeasy.com@DanSturdivantChairman, DFW Search Engine Marketing AssociationSenior Account Director atSpeakeasy- A Content Marketing AgencyYourSpeakeasy.com

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