The document discusses creating relevant content marketing. It emphasizes that marketers should focus on delivering relevant experiences for consumers rather than just producing more content. Creating relevant content involves understanding consumers and their needs more deeply through empathy. It also provides strategies for developing "big rock" content projects that can be repurposed in various ways, such as creating guides, blogging series, and case studies, to engage consumers and drive results for brands.
8. #INBOUND14
The key ingredient to a better content experience is
relevance
9. #INBOUND14
41%
of overall respondents say they would consider ending a brand relationship because of irrelevant promotions, and an additional 22% say they would definitely defect from the brand.
RAGE AGAINST IRRELEVANCE….
15. #INBOUND14
The first is "on-demand" empathy, which is the ability to sense what customers want. The second is "solution" empathy, which entails understanding a customer's problem and figuring out how to address it. The third is "transcendent" empathy where you create solutions to problems that customers don't even know that they have.
— Geoffrey James, INC
In business, there are three levels of empathy
1
On-demand
2
Solution
3
Transcendent
28. #INBOUND14
Interested in content marketing on LinkedIn?
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
29. #INBOUND14
2
The Hugh MacLeod Strategy—Write 5 relevant blogs then roll them all together
Monday
Tuesday
Wednesday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
31. #INBOUND14
The blogging food groups
A steady diet of quality content for your blog
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake
47. #INBOUND14
How to Promote Your Big Rock Content for Face Melting ROI
48.
49. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter
For those about to Launch…..
FIRE!
50. MQL
50
Turkey Slices (Non Gated)
Lead Capture
No
Yes
Revenue
Sales
SDR
Sales Qualified?
BIG ROCK
(Gated)
Nurture
No
Yes
51. 51
MQL
51
Turkey Slices (Non Gated)
Lead Capture
No
Yes
Revenue
Sales
SDR Sales Qualified?
BIG ROCK
(Gated)
Nurture
No
Yes
52. The Results Out of the Gate
34%
32%
15%
9%
6%
4%
Email
Blog
InMail
Direct/ SEO
Other
Display
AdWords
64%
7%
7%
7%
6%
4%
2%
1%
1%
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France