This document provides tips and guidance for using content to enhance marketing efforts. It discusses three principles of effective content and five tips for content teams. The principles are that content is key for companies to provide information and entertainment on the internet, opportunities are vast for publishing content, and anyone can publish what they create. The five tips for teams are to ensure context fits the intended industry, create original content, focus on quality over quantity, use compelling imagery, and encourage questioning to improve continuously. The overall message is that high-quality, original content tailored to the appropriate audience can supercharge a company's marketing.

1. USING
CONTENT TO
SUPERCHAR
GE YOUR
MARKETING
Andy Steed – Content Director, Big Data LDN
Feb 26th 10am
@BDLDN_Andy

2. USING CONTENT
TO
SUPERCHARGE
YOUR
MARKETING
3 PRINCIPLES OF
EFFECTIVE
CONTENT
5 TIPS AND
TRICKS FOR
TEAMS

4. CONTENT IS
KING*
When it comes to an interactive network such as
the Internet, the definition of “content” becomes
very wide.
But the broad opportunities for most companies
involve supplying information or entertainment.
No company is too small to participate.
One of the exciting things about the Internet is
that anyone with a PC and a modem can publish
whatever content they can create. In a sense, the
Internet is the multimedia equivalent of the
photocopier. It allows material to be duplicated at
low cost, no matter the size of the audience.
The Internet also allows information to be
distributed worldwide at basically zero marginal
cost to the publisher. Opportunities are
remarkable, and many companies are laying plans
to create content for the Internet.

5. You won’t believe what
Zack and Tiffany from
Saved By The Bell Look
Like Now

9. JURASSIC
PARK – A
RECAP
• The Team
o Dr Allan Grant – Renowned Paleontoligist
o Dr Ellie Satler – Expert in Paleobotany
o Donald Muldoon – Game Keeper and
survival expert
o John Arnold – Ex Military/Weapons/Theme
Parks
o Donald Gennaro – Lawyer
o Dr Ian Malcolm – Applied Mathmetician
specialising in Chaos Theory

10. •Your scientists were
so preoccupied with
whether or not they
could, they didn't stop
to think if they should

11. EVERYONE’S
A CRITIC

12. EVERYONE’S AN
EDITOR

13. 5 TIPS FOR TEAMS
CONTEXT ORIGINALITY QUALITY IMAGERY QUESTIONING

14. CONTEXT
Make sure you sound like
the industry you’re serving
Tone of Voice is important –
but don’t force it
DON’T USE EVENT
LANGUAGE
Use Personas where possible

15. CONTEXT
We’re the largest……………..
We’re the most
prestigious…………….
We’re the best
attended………………..
We’re the busiest…………
Save it for the Awards
Entry!!

16. ORIGINALIT
Y

17. QUALITY
Terrible music through
amazing headphones is
still terrible music
Writing is a skill, like
singing
Like singing, writing is
crushingly Darwinian

18. IMAGERY

24. QUESTIONI
NG

25. CONTINUOUS
INCREMENTAL
IMPROVEMENT
Teamwork
Personal discipline
Improved morale
Quality circles
Suggestions for improvement
William Edwards Deming
Kai = Change Zen =
Good

26. THANK YOU FOR LISTENING!!!
https://andrewmarksteed.neocities.org/
Links
References
Slides
That Bill Gates Essay