The document provides guidance on creating different types of content for business purposes, explaining the purpose and characteristics of materials like brochures, whitepapers, eBooks, websites, landing pages, infographics, case studies and blogs. It discusses how to use these different collaterals effectively based on whether the goal is to educate, persuade, showcase expertise, or build relationships and engagement. Tips are also provided on campaign elements, social media strategies, and content best practices.

1. Create the Correct Content
Let’s Get Started…

2. Why do you
write?
• Because you need to communicate?
• Or because you need to express
The former makes for business writing. The later makes for marketing
writing.

3. Different Collaterals and what do they
mean.
• Brochure
• Success Stories
• Whitepapers
• Info graphics
• Website content
• Landing pages
• eBooks
• Blogs
• Social media
• Campaigns - internal and external

4. Brochures
and
Whitepapers
Persuade the reader right from the beginning
without making an attempt to educate them
Brochures
White papers
Authoritative report or guide helping readers
understand an issue, solve a problem, or make a
decision

5. Whitepapers
and eBooks
What do you want to look
like an expert or an
engaging conversation
starter?

6. White paper eBook
Your mission isn’t to be the only
expert in the field – it’s to be the
latest expert with the freshest
insights
Your mission is to showcase
knowledge, but in a more
conversational tone appealing to
your target market

7. White Papers eBooks
• Long and linear – a deep read • Broken into smaller chunks – designed for
skimming and scanning
• Data centric – often based on formal
research
• Concept centric – based on ideas and
trends of interest
• Text-heavy • Visually heavy – main text supplemented
with call-outs, bullet lists
• Formal – impressive expert speaks to you • Casual and collegial – a conversation
among equals - more conversational tone
What we lack is Conclusion

8. Website and
landing
pages
Websites and web pages
• Probably know you
• need to be nurtured, not sold
• need all the navigation and resources on your site
Landing pages
• don’t know you
• need to be convinced, educated and made to feel comfortable
• to keep their interaction simple and direct

9. Info
Graphics
If a fact is good then only its Interesting
The key to graphic is what it represents. If its only showing
what you are saying then you are wasting a visual
Read comic strips – The great
place to learn for info graphics

10. Case Studies
This is sharing of Knowledge and experience. Not a sales
tool
• Telling of stories, of predictions, of discovery and most
importantly mistakes
• Balance between facts and interest
• Ask – what you want the person to mull over and trust
me it cannot be a statistic like “45% improvement on
current practices”
• Any reduction in cost means someone is working, hard,
smart and diligently. So case study should in someway
celebrate that someone
• Use facts to make a point. But point is more important
than fact

11. Blogs
Most useful but most under-
utilized
• The General post
• The Specific post
• The Philosophical post
• The Action post

12. Tone and Voice of blog
Blogging is one big conversation...

13. Social Media Looks easy, Feels easy, Most difficult

14. Facebook – Building Chatter, it is conversational
and every post should be about dialogues and not
likes
Twitter – Building daily touch. Use twitter once a
day for best effect
LinkedIn– Building understanding. Network of like
minded people and understanding other view points.

15. Campaigns
What you need is:
Star
Thing
Every Campaign Should have on star thing to sell. It can be a
offer, free template, discount coupon….. Anything which can
sell

16. Brainstorming
on Twitter
@kunal6033