Writing Engaging Content for the Next Web and the Socializing of Information Content-centered marketing is undergoing a transformation, one where the content is moving from: - promotional to non-partisan - some call it thought leadership. - highly-controlled to less-controlled - more legos than logos. - occasional to ongoing - life stream your business. - corporate voice to authentic, personal voice. Who should embody the voice of the company? - one-way to conversational.The one overarching concern remains that of message consistency - and effectiveness. How do you keep that with such a messy medium that is conversation? Learn how losing control of your content is the best thing that could happen for your business.

1. Writing Engaging Content for the Next Web
and the Socializing of Information
Valeria Maltoni, ConversationAgent.com
Inbound Marketing Summit
October 7, 2009

2. cutting edge solution-driven
now more than ever
leading scalable easy to use robust
synergy best of breed in this economy
er/best best of breed holistic
enabling peak performance
user friendly
paradigm groundbreaking innovative
market-leading
turnkey world class cutting edge
paradigm better/best
mission critical holistic solution-driven
flexible industry standard easy to use
innovative insight, action, results turnkey
now more than ever enabling peak performance
value added scalable
world class synergy
benchmark solution-driven
groundbreaking
mission critical
in this economy cutting edge
groundbreaking
market-leading http://www.flickr.com/photos/picsbycam/3564484484/in/set-72157621283414267/

3. definitely opinionated
http://www.flickr.com/photos/picsbycam/3396284041/in/set-72157621709286706/

4. http://www.flickr.com/photos/picsbycam/3533395983/

5. highly controlled
http://www.flickr.com/photos/atomicbartbeans/366499457/

6. less controlled
chaos?
http://www.flickr.com/photos/ckirkman/32013607/

7. ongoing
http://www.flickr.com/photos/31748439@N06/3543832394/

8. context
http://www.flickr.com/photos/philliecasablanca/2494647968

9. RSS
relationships activate content
http://www.flickr.com/photos/financialaidpodcast/1349643495/

10. words are like legos
for readers
http://www.flickr.com/photos/wwworks/2472232245/

11. are you helping customers tell a story?
http://www.flickr.com/photos/piet_musterd/1858568495/

12. are we there yet?

14. where are you going?
http://www.flickr.com/photos/tobyleah/2721717063/

15. your content = their special powers
http://www.flickr.com/photos/levork/2053005905/

16. content delivery share thought leadership
educate
connect the dots
interact
build community
share assets
build community
communicate
research comment
educate share thought leadership
educate
humanize
address different learning styles

17. is it...
helping conversion
connecting to value
building relationships
extending to influentials
engaging via education

18. http://www.watblog.com/2008/08/19/why-google-wants-the-white-space-between-your-tv-channels-spectrum/

19. staying connected getting things done
http://chitika.com/research/2009/social-vs-search/

20. How do you get
there?
they see something
different

21. universal opt in form
on-exit survey
permission to connect

22. rules of engagement
http://www.flickr.com/photos/39911510@N00/2183868667/

25. think pass along value
http://www.flickr.com/photos/gadgetgirl70/210839350/

26. think their POV
http://www.flickr.com/photos/tomsaint/2672214636/

27. build over time
http://gizmodo.com/387742/worlds-tallest-lego-tower-
reaches-10096+foot-mark

28. from customers to fans
http://www.flickr.com/photos/paulrobertlloyd/3949187128/

29. Valeria Maltoni, ConversationAgent.com
Inbound Marketing Summit
October 7, 2009