1. Beatin’ Those Mean
Old, Dirty, Nasty
Content Development
Blues
Matt Slavik
Marketing & Business Development
www.mattslavik.com

2. The Numbers Are In
Matt Slavik | Marketing & Business Development
• 80% of decision-makers prefer to get Sources
company info from articles versus ads.
• 70% say content marketing makes them
feel closer to the sponsoring company.
• 60% feel better about a company after
reading custom content on its site.
• 78% feel that companies providing custom
content want to build good relationships
with them.
• 80% think that custom content represents
the future of marketing.
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3. So, As You Might Expect…
A “Content Punditocracy” has suddenly emerged.
Matt Slavik | Marketing & Business Development
And they’re creating lots of content…about content.
Content
Content Models
Roadmaps
Content
Optimization
Content Content
Strategies Marketing
Content
Lifecycles
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4. This Poor Little Guy Has the Content Blues!
Matt Slavik | Marketing & Business Development
You got ‘dem mean old Content Blues,
Right here in Techno City.
Yeah, you do, baby,
Yeah, you do.
Content
Models
Content
Roadmaps
Content
Optimization
Content Content
Strategies Marketing
Content
Lifecycles
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5. So, Do You Recognize This Fellow?
Matt Slavik | Marketing & Business Development
Do we have lots of great material for our site,
Wow. Suddenly, all this serious
blog, tweets, webinars, presentations, sales
stuff about content! I have just
tools, partners, demos and lead gen?
one simple question.
(One simple question)
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A technology company CEO or VPM pondering an
important question and in need of a little help.

6. But the Questions Don’t End There.
Matt Slavik | Marketing & Business Development
Have we carved out the right position?
Wait a sec. Before we knock
Is our messaging crisp?
out lots of content, we’d
Are our value propositions strong?
better ask ourselves
Do we clearly understand what users want?
a few more questions….
Do we know what our competition is saying?
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Same guy.

7. The Questions Don’t Even End There!
Matt Slavik | Marketing & Business Development
How can he answer all
Does our content…
these questions?
Create demand?
Help our sales team? How can he make sure
Attract partners? that his company has
Go to the right channels? great content?
How can he get it all
done?
Yup. Still the same guy.
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8. It Gets Done In Three Steps
Matt Slavik | Marketing & Business Development
Step 1: Dig In
Step 2: Create a Plan
Step 3: Deliver the Goods
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9. Step 1: Dig In
Matt Slavik | Marketing & Business Development
The more you know about your customers’ Sample Step 1 Deliverables
business problems, your competition and • Review of current messaging
how your market is segmented, the better
your content will be. • Competitive positioning review
• Market segmentation review
• Rapid primary research with
customers
This fellow is about to dig into a huge amount of
market information. He’s clearly happy and excited.
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10. Step 2: Create a Plan
Matt Slavik | Marketing & Business Development
Good content is connected to good
Sample Step 2 Deliverables
messaging which is connected to a good
marketing plan−and the thigh bone’s • Detailed plan for application of
connected to the hip bone. content
• Web site update plan
A content plan keeps communication efforts:
• Unified • Partner program messaging
plan
• In synch with a company’s goals
• Focused • Sales training module on
messaging
• Proactive
• Measureable
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11. Step 3: Deliver the Goods
Matt Slavik | Marketing & Business Development
If you’ve done your homework, worked your
Sample Step 3 Deliverables
current messaging hard and developed a • Content usable across all
detailed plan, the result will be great content! marketing materials and
programs
• A successful company or
product launch
• A supply of blog postings and
tweets
• An improved web site
• Delivery of new sales tools
Delicious content,
cooked to order!
• Improved product demos
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12. Key Question
Matt Slavik | Marketing & Business Development
“But who does this kind of work, Kemosabe? Who can
complete all three steps?”
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13. Matt Slavik
Matt Slavik
Marketing and BD Consulting
Matt Slavik | Marketing & Business Development
Skill Set
• Content creation
• Demand generation
• Messaging
• Collaboration with sales personnel
• Channel development
• Channel marketing
• Product launches
• Customer requirements definition
Matt works with startups in
security, infrastructure, Big Data,
social media and enterprise apps.
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14. Matt Slavik
Matt Slavik
Marketing and BD Consulting
Matt Slavik | Marketing & Business Development
Been There
(via acquisition)
• Product and channel marketing at Apple
• Marketing at Frame, SGI, Cadence, Arbor
• System sales, Unisys (Burroughs Corp)
• MBA, Stanford
• B.A., Economics, Cal
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15. Matt Slavik
Matt’s Clients Are In These Markets
Matt’s clients span numerous technology segments, target markets and business models.
Matt Slavik | Marketing & Business Development
They range from pre-launch start-ups to technology leaders with global reach.
Services Enterprise Apps
Big Data
• Wireless • Collaboration
• Business Intelligence
• Traffic analysis • CRM
• Data access
• Hosting and co-lo • Service desk
• OLAP
• Global roaming • Procurement
• Data integration
Security Infrastructure Consumer
• Application security • Virtualization • Educational services
• Next-gen firewalls • Data storage • Home services
• Data encryption • Wireless • Online gaming 15
• DDoS prevention • Route optimization • SMS messaging

16. Matt Slavik
Project Scope and Structure
Marketing and BD Consulting
Matt Slavik | Marketing & Business Development
The project scope and structure that
work best for the client can always be
accommodated. Project Projects can focus on specific
Scope deliverables or on a wide range
of initiatives.
Possible A project can call for a full-time
Project or part-time commitment for a
Structures specified time period.
A project could also call for a
commitment to provide
services until all specified
deliverables are completed.
Matt Matt’s new client
is happy and
excited that he’s
finally going to
receive the exact
deliverables that
he needs.
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17. Contact
Matt Slavik | Marketing & Business Development
Matt Slavik
matt@mattslavik.com
650-325-4110
952 Timothy Lane
Menlo Park, CA 94025
www.mattslavik.com
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