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Content

Marketing
Art of War
Second Edition

#ContentMarketingArtOfWar | @johnvlane
The nature of ground —
marketplace and channels —
is the fundamental factor in
creating content that is
primed for victory.
#ContentMarketingArtOfWar | @johnvlane
?

?

70%journey
of the
buyer’s

is over before the
first sales touch.
Corporate Executive Board Marketing Leadership Study, 2011
The average shopper uses 10.4
sources before buying,
5.27
twice as much as in
years past.
2010

2011

http://www.zeromomentoftruth.com/
One View...

Shared

Owned

Earned

Paid
A Better One.

Twitter

LinkedIn
Pinterest

SlideShare Presentations

Delicious

Email

Published Articles

Website

Our Building

Shared

Owned
eBooks

Keyword Buys

Paid

Google+

Earned

Speaking Opps
& Events

Instagram
Awards

YouTube
Sponsorships

Quora
Facebook
Content Marketing

70%

focuses on

winning

the first

by delivering value before the sale.
@johnvlane
The Take-Away:
Creating content without
understanding the ground
is less profitable than
creating no content at all.
#ContentMarketingArtOfWar | @johnvlane
Know yourself.
Know your audience.
If you don’t know
both equally well, you
can’t possibly close
the distance between.
#ContentMarketingArtOfWar | @johnvlane
Content Marketing Art of War - Second Edition - John Lane - Centerline
Content Marketing Art of War - Second Edition - John Lane - Centerline
Content Marketing Art of War - Second Edition - John Lane - Centerline
Content Marketing Art of War - Second Edition - John Lane - Centerline
The Take-Away:
Create a shared agenda.

#ContentMarketingArtOfWar | @johnvlane
In content, volume alone
confers no advantage.
One insight can
conquer 1,000 foes.

#ContentMarketingArtOfWar | @johnvlane
Content Marketing Art of War - Second Edition - John Lane - Centerline
Content Marketing Art of War - Second Edition - John Lane - Centerline
Content Marketing Art of War - Second Edition - John Lane - Centerline
Content Marketing Art of War - Second Edition - John Lane - Centerline
The Take-Away:
Provide evidence
and show your work.

#ContentMarketingArtOfWar | @johnvlane
The job your content
has to do today is easier
than the job it'll have
to do tomorrow.
Be industrious today.
#ContentMarketingArtOfWar | @johnvlane
Content Marketing Art of War - Second Edition - John Lane - Centerline
Mobile enables unique customer
insights for location and timespecific targeting. Explore @
ibm.co/Xx0trH #ibmmobile
Content Marketing Art of War - Second Edition - John Lane - Centerline
The Take-Away:
Create content that
expands both search
and social surface area.

#ContentMarketingArtOfWar | @johnvlane
Delivering content in
context requires more than
identifying the channel your
audience prefers.
It requires knowing why
they prefer it.
#ContentMarketingArtOfWar | @johnvlane
Average Tennis Fans...

• Are men, 35-49 years old
• Are 93% more likely to have

(56% male)

a post-grad degree
• Are more likely to be in
senior management
• Are mobile-centric
117,000,000 mobile page
views of US Open Coverage
Content Marketing Art of War - Second Edition - John Lane - Centerline
Content Marketing Art of War - Second Edition - John Lane - Centerline
Content Marketing Art of War - Second Edition - John Lane - Centerline
The Take-Away:
Design and place content
for moments of need.

#ContentMarketingArtOfWar | @johnvlane
Straightforward content
generally leads to
engagement.
Surprising content
generally leads to victory.
#ContentMarketingArtOfWar | @johnvlane
Content Marketing Art of War - Second Edition - John Lane - Centerline
Content Marketing Art of War - Second Edition - John Lane - Centerline
Content Marketing Art of War - Second Edition - John Lane - Centerline
The Take-Away:
You don’t have to be
outlandish to “go viral.” You
have to be focused on who
you want to go viral with.
#ContentMarketingArtOfWar | @johnvlane
Brand is a powerful weapon.
The knowledge behind the
Brand is of greater value.

#ContentMarketingArtOfWar | @johnvlane
Content Marketing Art of War - Second Edition - John Lane - Centerline
Install a Pebble Tile Accent Wall
The bathroom can be a inviting beautiful room that
can add a lot to your home with just a few simple
changes, such an a pebble tile accent wall.
Content Marketing Art of War - Second Edition - John Lane - Centerline
Content Marketing Art of War - Second Edition - John Lane - Centerline
Content Marketing Art of War - Second Edition - John Lane - Centerline
The Take-Away:
Think of your brand as an
access point — delivering the
knowledge your audience
craves and can’t afford.
#ContentMarketingArtOfWar | @johnvlane
Don't value your content
over the job you need
your content to do.

#ContentMarketingArtOfWar | @johnvlane
The Good...
The Sad...
The Ugly.
The Take-Away:
Always be willing to ask, “Is
this content what my audience
wants, or what I want?”

#ContentMarketingArtOfWar | @johnvlane
If you want your content
to overcome its enemy,
you have to really
understand its enemy.
The enemy is: average.
#ContentMarketingArtOfWar | @johnvlane
If you want to do a "Real world" test, make
a bootable CD-ROM with one of the Linux
distros, such as Knoppix. Boot the servers
off the CD-ROMs and then unplug your
UPS's. This doesn't replace the drivers &
monitoring software, but gives you another
way to test, to relieve any lingering
concerns you, your boss, or any auditors
involved may have. You will still want to do
this off hours, or on a weekend.
Content Marketing Art of War - Second Edition - John Lane - Centerline
The Take-Away:
Find ways to make the
commonplace new.

#ContentMarketingArtOfWar | @johnvlane
Thank you!
Connect here:
Here:
Here:
And here, too:

centerline.net
twitter.com/johnvlane
twitter.com/centerline
facebook.com/centerlinedigital

#ContentMarketingArtOfWar | @johnvlane

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Content Marketing Art of War - Second Edition - John Lane - Centerline

  • 1. Content Marketing Art of War Second Edition #ContentMarketingArtOfWar | @johnvlane
  • 2. The nature of ground — marketplace and channels — is the fundamental factor in creating content that is primed for victory. #ContentMarketingArtOfWar | @johnvlane
  • 3. ? ? 70%journey of the buyer’s is over before the first sales touch. Corporate Executive Board Marketing Leadership Study, 2011
  • 4. The average shopper uses 10.4 sources before buying, 5.27 twice as much as in years past. 2010 2011 http://www.zeromomentoftruth.com/
  • 6. A Better One. Twitter LinkedIn Pinterest SlideShare Presentations Delicious Email Published Articles Website Our Building Shared Owned eBooks Keyword Buys Paid Google+ Earned Speaking Opps & Events Instagram Awards YouTube Sponsorships Quora Facebook
  • 7. Content Marketing 70% focuses on winning the first by delivering value before the sale. @johnvlane
  • 8. The Take-Away: Creating content without understanding the ground is less profitable than creating no content at all. #ContentMarketingArtOfWar | @johnvlane
  • 9. Know yourself. Know your audience. If you don’t know both equally well, you can’t possibly close the distance between. #ContentMarketingArtOfWar | @johnvlane
  • 14. The Take-Away: Create a shared agenda. #ContentMarketingArtOfWar | @johnvlane
  • 15. In content, volume alone confers no advantage. One insight can conquer 1,000 foes. #ContentMarketingArtOfWar | @johnvlane
  • 20. The Take-Away: Provide evidence and show your work. #ContentMarketingArtOfWar | @johnvlane
  • 21. The job your content has to do today is easier than the job it'll have to do tomorrow. Be industrious today. #ContentMarketingArtOfWar | @johnvlane
  • 23. Mobile enables unique customer insights for location and timespecific targeting. Explore @ ibm.co/Xx0trH #ibmmobile
  • 25. The Take-Away: Create content that expands both search and social surface area. #ContentMarketingArtOfWar | @johnvlane
  • 26. Delivering content in context requires more than identifying the channel your audience prefers. It requires knowing why they prefer it. #ContentMarketingArtOfWar | @johnvlane
  • 27. Average Tennis Fans... • Are men, 35-49 years old • Are 93% more likely to have (56% male) a post-grad degree • Are more likely to be in senior management • Are mobile-centric 117,000,000 mobile page views of US Open Coverage
  • 31. The Take-Away: Design and place content for moments of need. #ContentMarketingArtOfWar | @johnvlane
  • 32. Straightforward content generally leads to engagement. Surprising content generally leads to victory. #ContentMarketingArtOfWar | @johnvlane
  • 36. The Take-Away: You don’t have to be outlandish to “go viral.” You have to be focused on who you want to go viral with. #ContentMarketingArtOfWar | @johnvlane
  • 37. Brand is a powerful weapon. The knowledge behind the Brand is of greater value. #ContentMarketingArtOfWar | @johnvlane
  • 39. Install a Pebble Tile Accent Wall The bathroom can be a inviting beautiful room that can add a lot to your home with just a few simple changes, such an a pebble tile accent wall.
  • 43. The Take-Away: Think of your brand as an access point — delivering the knowledge your audience craves and can’t afford. #ContentMarketingArtOfWar | @johnvlane
  • 44. Don't value your content over the job you need your content to do. #ContentMarketingArtOfWar | @johnvlane
  • 48. The Take-Away: Always be willing to ask, “Is this content what my audience wants, or what I want?” #ContentMarketingArtOfWar | @johnvlane
  • 49. If you want your content to overcome its enemy, you have to really understand its enemy. The enemy is: average. #ContentMarketingArtOfWar | @johnvlane
  • 50. If you want to do a "Real world" test, make a bootable CD-ROM with one of the Linux distros, such as Knoppix. Boot the servers off the CD-ROMs and then unplug your UPS's. This doesn't replace the drivers & monitoring software, but gives you another way to test, to relieve any lingering concerns you, your boss, or any auditors involved may have. You will still want to do this off hours, or on a weekend.
  • 52. The Take-Away: Find ways to make the commonplace new. #ContentMarketingArtOfWar | @johnvlane
  • 53. Thank you! Connect here: Here: Here: And here, too: centerline.net twitter.com/johnvlane twitter.com/centerline facebook.com/centerlinedigital #ContentMarketingArtOfWar | @johnvlane