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+1.630.215.6751
9 Second Message
9 Second Message
Content Marketing Plan
Mission
Become the best source of information on
how to advance metro optical, mobile
backhaul and ...
Content Marketing Plan
Who We Serve
• Global: Mobile and fixed telecom service providers.
• United States: Enterprises and...
Content Marketing Plan
Topics
• Industry: Business-affecting user and technology trends,
customers.
• Metro Optical: Metro...
Content Marketing Plan
Serving Sizes
Time Words Media
0:07 23 Headline, Tweet, home page (7X7),
sound bite, cartoon.
2:00 ...
29
30
Also, it might be a bit of a stretch for Tellabs to infer that its customers can boost their stock
prices if they would...
31
Optical LAN
Message Map
9 Second Message
2 Minute Message
5 Minute Message
20 Minute Message
Optical LAN: Green Buyer Message
Optical LAN: Economic Buyer Message
Optical LAN: Technical Buyer Message
57
58
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
59
STL Research
Report
eBook
and White
Paper on
Tie...
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13
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In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13

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Content Marketing World 2013 Presentation on How to Cultivate Content. Includes examples of a one-page content marketing plan and message maps, segmented by type of buyer.

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In A David & Goliath Battle, Content Marketing Is a Slingshot: CMW 2013 Presentation 8 23-13

  1. 1. +1.630.215.6751
  2. 2. 9 Second Message
  3. 3. 9 Second Message
  4. 4. Content Marketing Plan Mission Become the best source of information on how to advance metro optical, mobile backhaul and Optical LAN networks. • Help readers address key technology and business challenges. • Identify industry, technology and user trends. • Educate readers with stories and ideas on how to generate revenue, reduce expense and improve user experiences. • Deliver useful information, thought-provoking insights, resources and relief.
  5. 5. Content Marketing Plan Who We Serve • Global: Mobile and fixed telecom service providers. • United States: Enterprises and governments with 400+ employees. • Segments: Engineers and technical buyers. Executives and economic buyers. Green buyers. What’s In It for the Audience? • Ideas that lead to greater success for you and your company.
  6. 6. Content Marketing Plan Topics • Industry: Business-affecting user and technology trends, customers. • Metro Optical: Metro networks, Carrier Ethernet 2.0, packet + optical technology, enterprise services, mobile backhaul, software-defined networking (SDN), control plane, INM. • Mobile Backhaul: Small cell backhaul, self organizing networks (SON), software-defined networking (SDN), INM. • Optical LAN: Compare performance, reach, cost and security of passive Optical LAN with copper-based LAN. Compare copper with fiber optics. Promote APOLAN.
  7. 7. Content Marketing Plan Serving Sizes Time Words Media 0:07 23 Headline, Tweet, home page (7X7), sound bite, cartoon. 2:00 400 Web page, blog, news release, video, infographics. 5:00 1,000 Tellabs Insight article, contributed articles, long video. 20:00 4,000+ White paper, application note, e-book. Calls to Action (Soft) Watch video, read blog, read Insight, read public white paper. (Hard) Enter demand funnel – read a gated white paper, sign up for webinar, qualify at a trade show or event.
  8. 8. 29
  9. 9. 30 Also, it might be a bit of a stretch for Tellabs to infer that its customers can boost their stock prices if they would just buy more of its backhaul, mobile offload and policy management gear. But as other Tellabs reports have in the past, this one cooks up some meaty food for thought. Ultimately how their investors, customers and partners view operators’ roles in the
  10. 10. 31
  11. 11. Optical LAN
  12. 12. Message Map
  13. 13. 9 Second Message
  14. 14. 2 Minute Message
  15. 15. 5 Minute Message
  16. 16. 20 Minute Message
  17. 17. Optical LAN: Green Buyer Message
  18. 18. Optical LAN: Economic Buyer Message
  19. 19. Optical LAN: Technical Buyer Message
  20. 20. 57
  21. 21. 58
  22. 22. 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 59 STL Research Report eBook and White Paper on Tiered Pricing End of Profit Study eBook and White Paper on Backhaul eBook and White Paper on Mobile Commerce eBook and White Paper on Backhaul Mobile World Congress Mobile World Congress New Product Launch Continued Effect from STL Research Report Product Announcement +1.630.215.6751

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