Slide deck from ITA Collaborative in Spring 2014 - Content Marketing for ERP software providers and technology firms.

2. What is Content Marketing?
Marketing that attracts new
customers without constant
selling & pitching.
Instead you educate and
deliver helpful information.

3. 2 Letters Make All the Difference
Selling
Get lucky and find a customer today
Helping
Attract lots of customers – for life

4. Why Should You Care?
• Technology Buying Process is Long
• Buyers in Control ‐ Self‐guided Research
• Good Content Attracts Leads

5. Content Vs. Traditional
VS.
Leads
LeadsLeads
Leads
LeadsLeads
Leads

6. Hunter Vs. Farmer

7. Traditional Content
Features and Functions
Selling and Pitching
What Your Company Sells
Sprint
Hunt
Push (Interrupt)
Articles & Helpful Resources
Educating and Teaching
How Your Customers Benefit
Jog
Farm
Pull (Attract)

8. But Content Marketing is Hard
to Do Without ...

9. Where is all this content going to
come from?
Breakout Session

10. Content Ideas: Repurpose
• Existing White Papers
– Break Up Into Shorter Articles
• Transcribe Videos
– www.fiverr.com
• Post Presentations on Slideshare.net
• Old Newsletters to Blog

11. More Content Ideas
• Product Comparisons (X “vs” Y)
• Get Others Involved
– Staff or Guest Bloggers
• FAQs & SAQs
– Check Your ‘Sent Items’ Folder
• Outsource
– Marketing Firm or www.writeraccess.com

12. Even More Content Ideas ...
How‐To / Tutorials Industry Reports
Product Tips & Tricks Resources / Links / Tools
Customer Interview Checklists
Support Updates Webcasts / Training
Screencast (Demo) Guest Posts
Top “X” Lists Curate Other’s Content

13. Blog Topic Generator
www.hubspot.com/blog‐topic‐generator

15. Content Variety: Not Just Articles
• Video
• Audio / Interviews
• White Papers
• Checklists
• Webcasts
• Case Studies
• Infographics
• Humor / Cartoons / Images

16. Thank you
Mark Badran
Juice Marketing
949‐340‐3374
www.juice-marketing.com