WELCOME
Content as a Competitive Lever
#C2C14
Content as a 

Competitive Lever
Applying	
  Some	
  “Irish	
  Thinking”	
  
To	
  The	
  New	
  Skills	
  Sets	
  Required	
  For	
  MarketersC2C History ...
“I am so clever that
sometimes I don’t
understand a single
word I’m saying.”
!
—Oscar Wilde
The Art of 

Storytelling
“If one could only teach the
English how to talk, and the
Irish how to listen, society
would be civilized.”
!
—Oscar Wilde...
Gaining “Wisdom”
“A good laugh and a long sleep are the two best cures for anything.”
“Do not resent growing old – many ar...
Applying To Content Strategy
of execs say they rely more on content to
research B2B purchase decisions than they did
a year ago
–2014 Content Preferenc...
of B2B said the vendor’s content had a
significant impact on their buying
decision
–2014 B2B Buyer Behavior Study
64%
Appl...
wait longer to initiate contact with a
vendor
–2014 B2B Buyer Behavior Study
44%
Applying To Content Strategy
44% wait longer to initiate contact with a vendor
64% of B2B said the vendor’s content had a significant 

impact on their...
Content’s Changing Landscape
Content’s Changing Landscape
86%
access business related content 

on a mobile phone

(56% frequently/30% occasionally)
Content’s Changing Landscape
70%
access on a tablet

(42% frequently 28% occasionally)
Content’s Changing Landscape
85%
require mobile-optimized 

content
Content’s Changing Landscape
95%
prefer shorter formats
Content’s Changing Landscape
86%
prefer interactive/visual 

content
86% prefer interactive/visual content
95% prefer shorter formats
85% require mobile-optimized content
70% access on a tabl...
•Don’t overload with content (66%)!
!
•Curb the sales message (68%)!
!
•Focus less on product specs/more on value (64%)
!
...
Age of Customization
Age of Customization
want content delivered by 

business role
56%
Age of Customization
want content organized by vertical
39%
Age of Customization
want by industry
47%
47% want by industry
39% want content organized by vertical
56% want content delivered by business role
Content = Conversion
Content = Conversion
73%
get more of their content through 

social networks or peer recommendations
Content = Conversion
53%
of buyers rely more on peer 

recommendations
Content = Conversion
78%
share content on LinkedIn 

(43% frequently/35% sometimes)
Content = Conversion
59%
share on Twitter 

(35% frequently/24% sometimes)
59% share on Twitter 

78% share content on LinkedIn
53% of buyers rely more on peer recommendations
73%
get more of their...
Other Housekeeping Notes:
•Twitter hashtag for today: #C2C14
•Be sure to visit our solution partners and sponsors over
bre...
•General Sessions: Diamond Theater
•Content Strategy Track: Diamond Theater
•Demand Gen Track: Linney Theater
•Sales Enabl...
Thank you to our sponsors!
Knowledge
Vision®
Download the Companion App
•Available for iPhone, iPad and Android
•View sessions, speakers, sponsors, photos
and follow t...
February	
  16-­‐19,	
  2015	
  
Hyatt	
  Regency,	
  Scottsdale,	
  AZ
Register	
  Now:	
  	
  
Content2Conversion.com
WELCOME
Content as a Competitive Lever
#C2C14
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Content As A Competitive Lever

  1. 1. WELCOME Content as a Competitive Lever #C2C14 Content as a 
 Competitive Lever
  2. 2. Applying  Some  “Irish  Thinking”   To  The  New  Skills  Sets  Required  For  MarketersC2C History Lesson
  3. 3. “I am so clever that sometimes I don’t understand a single word I’m saying.” ! —Oscar Wilde The Art of 
 Storytelling
  4. 4. “If one could only teach the English how to talk, and the Irish how to listen, society would be civilized.” ! —Oscar Wilde Learning to Listen
  5. 5. Gaining “Wisdom” “A good laugh and a long sleep are the two best cures for anything.” “Do not resent growing old – many are denied the privilege.” “Do it as if there was fire in your skin.” “Your feet will bring you where your heart is.” “Say little but say it well.”
  6. 6. Applying To Content Strategy
  7. 7. of execs say they rely more on content to research B2B purchase decisions than they did a year ago –2014 Content Preferences Study 75% Applying To Content Strategy
  8. 8. of B2B said the vendor’s content had a significant impact on their buying decision –2014 B2B Buyer Behavior Study 64% Applying To Content Strategy
  9. 9. wait longer to initiate contact with a vendor –2014 B2B Buyer Behavior Study 44% Applying To Content Strategy
  10. 10. 44% wait longer to initiate contact with a vendor 64% of B2B said the vendor’s content had a significant 
 impact on their buying decision 75% of execs say they rely more on content to research B2B 
 purchase decisions than they did a year ago
  11. 11. Content’s Changing Landscape
  12. 12. Content’s Changing Landscape 86% access business related content 
 on a mobile phone
 (56% frequently/30% occasionally)
  13. 13. Content’s Changing Landscape 70% access on a tablet
 (42% frequently 28% occasionally)
  14. 14. Content’s Changing Landscape 85% require mobile-optimized 
 content
  15. 15. Content’s Changing Landscape 95% prefer shorter formats
  16. 16. Content’s Changing Landscape 86% prefer interactive/visual 
 content
  17. 17. 86% prefer interactive/visual content 95% prefer shorter formats 85% require mobile-optimized content 70% access on a tablet 86% access business related content on a mobile phone
  18. 18. •Don’t overload with content (66%)! ! •Curb the sales message (68%)! ! •Focus less on product specs/more on value (64%) ! •Use more data and research to support content (64%) ! •Make content easier to access (59%) “Strong” Recommendations For Success
  19. 19. Age of Customization
  20. 20. Age of Customization want content delivered by 
 business role 56%
  21. 21. Age of Customization want content organized by vertical 39%
  22. 22. Age of Customization want by industry 47%
  23. 23. 47% want by industry 39% want content organized by vertical 56% want content delivered by business role
  24. 24. Content = Conversion
  25. 25. Content = Conversion 73% get more of their content through 
 social networks or peer recommendations
  26. 26. Content = Conversion 53% of buyers rely more on peer 
 recommendations
  27. 27. Content = Conversion 78% share content on LinkedIn 
 (43% frequently/35% sometimes)
  28. 28. Content = Conversion 59% share on Twitter 
 (35% frequently/24% sometimes)
  29. 29. 59% share on Twitter 
 78% share content on LinkedIn 53% of buyers rely more on peer recommendations 73% get more of their content through social networks 
 or peer recommendations
  30. 30. Other Housekeeping Notes: •Twitter hashtag for today: #C2C14 •Be sure to visit our solution partners and sponsors over breaks and during lunch. •Reminder: no food or beverages are allowed in the stage area. •Free Wireless is available throughout The Signature Theater – Network name: STC (no password)
  31. 31. •General Sessions: Diamond Theater •Content Strategy Track: Diamond Theater •Demand Gen Track: Linney Theater •Sales Enablement Track: Griffin Theater Track Locations
  32. 32. Thank you to our sponsors! Knowledge Vision®
  33. 33. Download the Companion App •Available for iPhone, iPad and Android •View sessions, speakers, sponsors, photos and follow the conference via the hashtag •Leave feedback for each session 
 within the app via a survey. •app.content2conversion.com
  34. 34. February  16-­‐19,  2015   Hyatt  Regency,  Scottsdale,  AZ Register  Now:     Content2Conversion.com
  35. 35. WELCOME Content as a Competitive Lever #C2C14

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