Based on the teachings of Sun Tzu, this presentation has new maxims and examples for better Content Marketing!
Learn why you must: "Know yourself. Know your audience. If you don't know both equally well, you can't possibly close the distance between." And why: "Brand is a powerful weapon. The knowledge behind the brand is of greater value."
Clicking most images in the presentation will open the actual pieces.
The presentation was given by John Lane, VP Strategy & Creative at Centerline Digital at MIMA on October 15, 2013.
Centerline Digital examples in the presentation:
- All work for Physicians Pharmacy Alliance
- IBM Smarter Computing Workload Simulator
- Datagrams for IBM Mobile First
- Vitamin T UX Infographic
- Eaton - Professor Wattson
- Lowe's Creative Ideas Videos
- Lowe's "3 Tips" Animations
I would love your feedback! Please leave it in the comments or connect with me here: http://twitter.com/johnvlane
Learn more here: http://www.centerline.net
See "Content Marketing Art of War - First Edition" here: http://cdig.co/11iiLh9
2. The nature of ground —
marketplace and channels —
is the fundamental factor in
creating content that is
primed for victory.
#ContentMarketingArtOfWar | @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
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
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.