Review categoriesVale back down to post-dot-comStill huge gap
Looked at 709 companies around the world
I got interested in the field of IC a number of years ago through SwedenLeif Edvinnson, Thomas StewartJournal of intellectual capital
This is another way of looking at the intangibles of an organization—it But if you want to focus on how it all works together, need something more dynamicFor several years, I was looking for a model that could show how it workedCame up with this—houseful of Lego’s Not discrete piecesNeed all of them So I’m going to show you how we built this model piece by piece
A study by Junta42 and B2B Magazine in 2008 found that business marketers spend nearly 30% of their total marketing budget in 2008 on the creation of custom content. Early signs show that 2009 was another record breaking year… some claiming double rate of spend in 2009. Likely much higher than 30% in professional services!!
PSFs are intelligence brokers. Content marketing is the new relationship-maker.Professional service firms must adapt to a new landscape that includes:A glut of contentA generation of skimmersExpectation of multiple, visual formats
Small bite-size morsels rather than Intended to develop strategic rather than tactical relationships with clients. Also… notice the first sentence of this document… allusion to Star Trek and Harry Potter from PwC!!! The tone of business writing has changed!!
Note the pauses designed to recapture attention. While this example is very conversational—and likely too informal for some businesses—it offers important lessons about holding attention and designing information for readability and interest. Remember: B2B marketing must appeal to PEOPLE, not businesses.
Too few businesses use infographics competently to tell their stories. At their very best, infographics take complex information, and crystalize the most important take-aways in a simple, dramatic way. Adding media-rich presentations.
is is a big-budget example, but smaller-budget examples include survey tools linked to content and
At the end of the day, there’s a move afoot away from traditional, interruption-based marketing to B2B storytelling and information-sharing. It’s all about killer content... Not just how erudite you may sound but how convincing, approachable, trustworthy you are.
What is Content marketing?<br />“<br />Content marketing is a marketing technique of creating <br />and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.<br /> JUNTA42<br />
Nearly 70% of respondents use email newsletters and approx 50% use white papers and case studies. <br />The dollars spent in 2009 on content marketing has hit record highs even while overall marketing spending was down. <br />Most estimates peg content marketing as 30% of the overall marketing spend in B2B in 2009.<br />
what it means for professional services firms<br />The biggest PSFs have massive libraries that flex their intelligence muscle… But how to engage an audience that is pummeled by new content every day?<br />
Notice how The Wall Street Journal—a leader in interactive business news formats—packages news about the recent investigation of hedge fund, Galleon:<br /><ul><li> traditional article,
a lively comments section.</li></ul>How to engage professionals to who are growing accustomed to receiving their news in bite-size pieces with media-rich content?<br />
Five ideas for 2010 in content marketing:<br />Blending information, expectations and design. <br />
1. Consider a generation of content skimmers<br />Abridged content marketing from PwC. <br />
2. Keep in mind the move to online reading<br />The new must-have content: the E-book.<br />
An e-book is sized to fit your screen and—distinct from a white paper—tells a story about your business, your clients, or your area of expertise. <br />
An e-book balances conversation <br />with information. <br />
3. Use infographics to zero in on the good stuff<br />
4. Consider interactive content design<br />Here, PwC offers readers the opportunity to create their own “research” by answering a short survey and comparing themselves to a peer universe.<br />
5. Use information design to tell a story<br />Bullet-point lists of all your services, people, branch offices, industry expertise… None of this cuts the mustard anymore.<br />Content marketing at its very best allows you to tell a story about your customers and their successes. <br />
“<br />Design is art that makes itself useful.<br />Clare McDermott<br />SoloPortfolio<br />857-928-9725<br />firstname.lastname@example.org<br />
Types of designed visual information<br />FromBellicorum instrumentorum liber, cum figuris et fictitys litoris conscriptus' (Illustrated and encrypted book of war instruments)by Giovanni da Fontanna, c.1420, Italy<br />early<br />
Types of designed visual information<br />19th century<br />
Types of designed visual information<br />modern infographics<br />
Types of designed visual information<br />visual journalism<br />
But what we’re more interested in are…<br />business communications<br />
Credits for Annie’s slides<br />ITALIAN MANUSCRIPT: http://bibliodyssey.blogspot.com/2010/01/bellicorum-instrumentorum-liber.html<br />VICTORIAN MOUNTAINS: http://www.flickr.com/photos/bibliodyssey/4200468830/in/set-72157622909836063/ <br />A PLAN FOR ALL SEASONS: http://www.good.is/post/a-guide-to-when-fruits-and-vegetables-are-in-season/<br />SOUTH TOWER COLLAPSES: http://www.sarahslobin.com/home.html<br />DOG IN THE WINDOW: http://www.edwardtufte.com/bboard/q-and-a-fetch-msg?msg_id=0002w4<br />MAP OF YAHOO! APIs: http://www.flickr.com/photos/phploveme/2957594235/<br />ONE NATION UNDER GOD: http://awesome.good.is/transparency/web/0910/what-we-believe/flat.html<br />