Selling Guns to Gandhi: The Art of Content Buy-In

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Creating, managing and distributing useful, usable content on a regular basis is hard enough, but have you ever tried to sell it?

Agencies and in-house teams alike are having a hard time getting buy-in for meaningful content initiatives that provide tangible value for their target audience. All too often decision makers tie our hands, focusing too heavily on what competitors are doing instead of highlighting their unique value in a way that resonates with the people that matter most: Customers.

This presentation was presented at Big Design Conference 2013

Selling Guns to Gandhi: The Art of Content Buy-In

  1. 1. axz.mx/c-matrix
  2. 2. axz.mx/m-maps
  3. 3. axz.mx/c-audits
  4. 4. axz.mx/persona-ux
  5. 5. axz.mx/c-templates
  6. 6. axz.mx/govern-it
  7. 7. axz.mx/super-awesome-csw
  8. 8. axz.mx/super-awesome-csw
  9. 9. axz.mx/super-awesome-csw
  10. 10. axz.mx/super-awesome-csw
  11. 11. axz.mx/super-awesome-csw
  12. 12. axz.mx/super-awesome-csw
  13. 13. axz.mx/super-awesome-csw
  14. 14. axz.mx/best-tools
  15. 15. axz.mx/g-analyze
  16. 16. axz.mx/ga-dashboards
  17. 17. axz.mx/r-tool
  18. 18. axz.mx/sem-rusher
  19. 19. axz.mx/c-insights
  20. 20. axz.mx/scream-frog
  21. 21. axz.mx/data-sets-free
  22. 22. axz.mx/ru-experienced
  23. 23. axz.mx/tinder-box
  24. 24. axz.mx/bid-sketch
  25. 25. SLIDE #9 - So You’ve Heard about Web Content Strategy. Now What? by Nell Kauls – Link SLIDE #10 - Web Strategies Sites Content Matrix – Link SLIDE #11 - Using Mind Maps for UX Design by Catriona Cornett – Link SLIDE #12 - Content Inventory – Degree Programs by Russ Beeson – Link SLIDE #13 - How User Personas Can Improve Your SEO Strategy by KISSMetrics – Link SLIDE #14 - Content Templates to Get Your Clients Thinking Content-First by James Deer – Link SLIDE #15 - Governance Model for SharePoint 2010 by Microsoft – Link SLIDE #54 - Academia Sucks the Soul Out of Design The Presentation Designer – Link SLIDE #57 Developing an Experience Strategy in 4 Parts by David Armano – Link *All Photos Are Property of The Respective Copyright Holder
  26. 26. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. Content Strategy: Connecting the Dots Between Business, Brand & Benefits by Rahel Anne Bailie & Noz Urbina– Link Managing Enterprise Content: A Unified Content Strategy by Ann Rockley – Link Selling Content Strategy by Karen McGrane – Link The Business of Content by Melissa Rach – Link Selling the Value of Your Content Strategy By Steve Walker – Link Content Strategy: 3 Ways to Get Buy-In from the Corner Office by Ahava Leibtag – Link Pitch Before You Plan: Selling Content Strategy Internally by C.L. Kennedy – Link 2 Foolproof Methods for Getting Content Marketing Buy-In by Joe Pulizzi – Link Why Your CEO Doesn’t Care About Content Marketing by Chris Winfield – Link Selling Content to the C-suite Ahava Leibtag– Link Starting Out Organized: Website Content Planning The Right Way by Kristin Wemmer– Link Selling Content Strategy: A Continuous Process by Rick Allen – Link Prove Content Marketing ROI to Your CEO: 4 Values to Communicate by DJ Miller – Link Getting Internal Buy-In For a Content Marketing Strategy by J-P De Clerck – Link Content Marketing: How To Sell Executives On The Idea & Cost Greg Shuey– Link How To Get Your Breakthrough Ideas Approved by Decision Makers by Charles Purdy – Link Selling to Big Companies by Jill Konrath – Link The Win Without Pitching Manifesto by Jey Pandian – Link Super Awesome Content Strategy Worksheet by Steve Floyd – Link
  27. 27. For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed (even before design). Steve Floyd Founder / Principle at AXZM twitter: @nawlready phone: (214) 272-9109 www.axzm.com

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