SlideShare a Scribd company logo
Beatin’ Those Mean
  Old, Dirty, Nasty
Content Development
         Blues



          Matt Slavik
  Marketing & Business Development
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.


                                                                       2
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



                                                                      3
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



                                                                                                 4
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)




                                                                                                                     5
     A technology company CEO or VPM pondering an
       important question and in need of a little help.
But the Questions Don’t End There.




                                                                           Matt Slavik | Marketing & Business Development
                                Have we carved out the right position?
And wait a sec. Before we
                                        Is our messaging crisp?
knock out lots of content,
                                  Are our value propositions strong?
we’d better ask ourselves
                              Do we clearly understand what users want?
 a few more questions….
                              Do we know what our competition is saying?




                                                                                           6
                  Same guy.
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.

                                                                                               7
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




                                                                                       8
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.

                                                                                                           9
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




                                                                                            10
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




                                                                                              11
Key Question




                                                      Matt Slavik | Marketing & Business Development
 “But who does this kind of work, Kemosabe? Who can
             complete all three steps?”




                                                             12
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.

                                                                                             13
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
                                                                             14
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
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.
                                                                                                     16
Contact




                          Matt Slavik | Marketing & Business Development
          Matt Slavik

  mslavik@geoview.com
           650-325-4110
       952 Timothy Lane
   Menlo Park, CA 94025




                                 17

More Related Content

What's hot

Online content marketing for publishers
Online content marketing for publishersOnline content marketing for publishers
Online content marketing for publishers
Dennis Saaltink
 
Mcg overview
Mcg overviewMcg overview
Mcg overview
bschklar
 
2011 f2 g_capabilities
2011 f2 g_capabilities2011 f2 g_capabilities
2011 f2 g_capabilities
Insite Software
 
Intro To Marketing
Intro To MarketingIntro To Marketing
Intro To Marketing
QCM
 
Zeno Marketing - How It Works
Zeno Marketing - How It WorksZeno Marketing - How It Works
Zeno Marketing - How It Works
Zeno Marketing
 
Lead scoring Best Practices
Lead scoring Best PracticesLead scoring Best Practices
Lead scoring Best Practices
edynamic
 
5 ebook-2018-account-persona-based
5 ebook-2018-account-persona-based5 ebook-2018-account-persona-based
5 ebook-2018-account-persona-based
JunePeters7
 

What's hot (7)

Online content marketing for publishers
Online content marketing for publishersOnline content marketing for publishers
Online content marketing for publishers
 
Mcg overview
Mcg overviewMcg overview
Mcg overview
 
2011 f2 g_capabilities
2011 f2 g_capabilities2011 f2 g_capabilities
2011 f2 g_capabilities
 
Intro To Marketing
Intro To MarketingIntro To Marketing
Intro To Marketing
 
Zeno Marketing - How It Works
Zeno Marketing - How It WorksZeno Marketing - How It Works
Zeno Marketing - How It Works
 
Lead scoring Best Practices
Lead scoring Best PracticesLead scoring Best Practices
Lead scoring Best Practices
 
5 ebook-2018-account-persona-based
5 ebook-2018-account-persona-based5 ebook-2018-account-persona-based
5 ebook-2018-account-persona-based
 

Similar to The Content Development Blues

Website Presn Content
Website Presn ContentWebsite Presn Content
Website Presn Content
Matt Slavik
 
Mktg 101 PowerPoint_10.30.2012
Mktg 101 PowerPoint_10.30.2012Mktg 101 PowerPoint_10.30.2012
Mktg 101 PowerPoint_10.30.2012
Justina Bryant
 
Henry Stewart DAM Webinar: 5 Ways to Get DAM Implementation Right
Henry Stewart DAM Webinar: 5 Ways to Get DAM Implementation RightHenry Stewart DAM Webinar: 5 Ways to Get DAM Implementation Right
Henry Stewart DAM Webinar: 5 Ways to Get DAM Implementation Right
Nuxeo
 
Sales Marketing Alignment
Sales Marketing AlignmentSales Marketing Alignment
Sales Marketing Alignment
HubSpot
 
We Get Digital Guide 2012
We Get Digital Guide 2012We Get Digital Guide 2012
We Get Digital Guide 2012
We Get Digital
 
7 Steps to Solopreneur Marketing Success Presentation
7 Steps to Solopreneur Marketing Success Presentation7 Steps to Solopreneur Marketing Success Presentation
7 Steps to Solopreneur Marketing Success Presentation
The Strategic Incubator
 
Predictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + Nets
Predictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + NetsPredictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + Nets
Predictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + Nets
Joshua Loomis
 
Red Iron Capabilities
Red Iron CapabilitiesRed Iron Capabilities
Red Iron Capabilities
derrickwood
 
The new PR: Creative Content, Constant Interaction
The new PR: Creative Content, Constant InteractionThe new PR: Creative Content, Constant Interaction
The new PR: Creative Content, Constant Interaction
Frederic Moraillon
 
Paramore University: Content Strategy with Karen McGrane
Paramore University: Content Strategy with Karen McGraneParamore University: Content Strategy with Karen McGrane
Paramore University: Content Strategy with Karen McGrane
Paramore | the digital agency
 
Content Marketing - CCH UC 2012
Content Marketing  - CCH UC 2012Content Marketing  - CCH UC 2012
Content Marketing - CCH UC 2012
Jessica Levin
 
We get digital guide 2013
We get digital guide 2013We get digital guide 2013
We get digital guide 2013
We Get Digital
 
How to Build and Manage an Inbound Marketing Team #INBOUND2013
How to Build and Manage an Inbound Marketing Team #INBOUND2013How to Build and Manage an Inbound Marketing Team #INBOUND2013
How to Build and Manage an Inbound Marketing Team #INBOUND2013
HubSpot
 
5 W25 Webcast Building Your Online Marketing Derek Brown
5 W25 Webcast Building Your Online Marketing Derek Brown5 W25 Webcast Building Your Online Marketing Derek Brown
5 W25 Webcast Building Your Online Marketing Derek Brown
Pronto Marketing
 
How to unlock the Roi_of your Marketing_with_analytics
How to unlock the Roi_of your Marketing_with_analyticsHow to unlock the Roi_of your Marketing_with_analytics
How to unlock the Roi_of your Marketing_with_analytics
Social You, S.L.
 
NASPA
NASPA NASPA
10 Marketing Trends for 2013
10 Marketing Trends for 201310 Marketing Trends for 2013
10 Marketing Trends for 2013
Dana Vanden Heuvel
 
Content marketing For Marketing Automation
Content marketing For Marketing Automation Content marketing For Marketing Automation
Content marketing For Marketing Automation
DemandGen
 
How to Avoid Marketing Paralysis
How to Avoid Marketing ParalysisHow to Avoid Marketing Paralysis
How to Avoid Marketing Paralysis
rickburnes
 
How I ACTUALLY Do Content Marketing
How I ACTUALLY Do Content MarketingHow I ACTUALLY Do Content Marketing
How I ACTUALLY Do Content Marketing
Liz Bedor
 

Similar to The Content Development Blues (20)

Website Presn Content
Website Presn ContentWebsite Presn Content
Website Presn Content
 
Mktg 101 PowerPoint_10.30.2012
Mktg 101 PowerPoint_10.30.2012Mktg 101 PowerPoint_10.30.2012
Mktg 101 PowerPoint_10.30.2012
 
Henry Stewart DAM Webinar: 5 Ways to Get DAM Implementation Right
Henry Stewart DAM Webinar: 5 Ways to Get DAM Implementation RightHenry Stewart DAM Webinar: 5 Ways to Get DAM Implementation Right
Henry Stewart DAM Webinar: 5 Ways to Get DAM Implementation Right
 
Sales Marketing Alignment
Sales Marketing AlignmentSales Marketing Alignment
Sales Marketing Alignment
 
We Get Digital Guide 2012
We Get Digital Guide 2012We Get Digital Guide 2012
We Get Digital Guide 2012
 
7 Steps to Solopreneur Marketing Success Presentation
7 Steps to Solopreneur Marketing Success Presentation7 Steps to Solopreneur Marketing Success Presentation
7 Steps to Solopreneur Marketing Success Presentation
 
Predictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + Nets
Predictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + NetsPredictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + Nets
Predictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + Nets
 
Red Iron Capabilities
Red Iron CapabilitiesRed Iron Capabilities
Red Iron Capabilities
 
The new PR: Creative Content, Constant Interaction
The new PR: Creative Content, Constant InteractionThe new PR: Creative Content, Constant Interaction
The new PR: Creative Content, Constant Interaction
 
Paramore University: Content Strategy with Karen McGrane
Paramore University: Content Strategy with Karen McGraneParamore University: Content Strategy with Karen McGrane
Paramore University: Content Strategy with Karen McGrane
 
Content Marketing - CCH UC 2012
Content Marketing  - CCH UC 2012Content Marketing  - CCH UC 2012
Content Marketing - CCH UC 2012
 
We get digital guide 2013
We get digital guide 2013We get digital guide 2013
We get digital guide 2013
 
How to Build and Manage an Inbound Marketing Team #INBOUND2013
How to Build and Manage an Inbound Marketing Team #INBOUND2013How to Build and Manage an Inbound Marketing Team #INBOUND2013
How to Build and Manage an Inbound Marketing Team #INBOUND2013
 
5 W25 Webcast Building Your Online Marketing Derek Brown
5 W25 Webcast Building Your Online Marketing Derek Brown5 W25 Webcast Building Your Online Marketing Derek Brown
5 W25 Webcast Building Your Online Marketing Derek Brown
 
How to unlock the Roi_of your Marketing_with_analytics
How to unlock the Roi_of your Marketing_with_analyticsHow to unlock the Roi_of your Marketing_with_analytics
How to unlock the Roi_of your Marketing_with_analytics
 
NASPA
NASPA NASPA
NASPA
 
10 Marketing Trends for 2013
10 Marketing Trends for 201310 Marketing Trends for 2013
10 Marketing Trends for 2013
 
Content marketing For Marketing Automation
Content marketing For Marketing Automation Content marketing For Marketing Automation
Content marketing For Marketing Automation
 
How to Avoid Marketing Paralysis
How to Avoid Marketing ParalysisHow to Avoid Marketing Paralysis
How to Avoid Marketing Paralysis
 
How I ACTUALLY Do Content Marketing
How I ACTUALLY Do Content MarketingHow I ACTUALLY Do Content Marketing
How I ACTUALLY Do Content Marketing
 

Recently uploaded

Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
Kirill Klimov
 
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel ChartSatta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
Aleksey Savkin
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
SOFTTECHHUB
 
-- June 2024 is National Volunteer Month --
-- June 2024 is National Volunteer Month ---- June 2024 is National Volunteer Month --
-- June 2024 is National Volunteer Month --
NZSG
 
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
my Pandit
 
Creative Web Design Company in Singapore
Creative Web Design Company in SingaporeCreative Web Design Company in Singapore
Creative Web Design Company in Singapore
techboxsqauremedia
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
my Pandit
 
Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
CLIVE MINCHIN
 
Income Tax exemption for Start up : Section 80 IAC
Income Tax  exemption for Start up : Section 80 IACIncome Tax  exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
CA Dr. Prithvi Ranjan Parhi
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Kalyan Satta Matka Guessing Matka Result Main Bazar chart
 
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesEvent Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Holger Mueller
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
Top Forex Brokers Review
 
How MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdfHow MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdf
MJ Global
 
BeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdfBeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdf
DerekIwanaka1
 
Easily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYCEasily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYC
Any kyc Account
 
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & InnovationInnovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Operational Excellence Consulting
 
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
AnnySerafinaLove
 
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdfHOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
46adnanshahzad
 
2022 Vintage Roman Numerals Men Rings
2022 Vintage Roman  Numerals  Men  Rings2022 Vintage Roman  Numerals  Men  Rings
2022 Vintage Roman Numerals Men Rings
aragme
 

Recently uploaded (20)

Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
 
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel ChartSatta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
 
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
 
-- June 2024 is National Volunteer Month --
-- June 2024 is National Volunteer Month ---- June 2024 is National Volunteer Month --
-- June 2024 is National Volunteer Month --
 
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
 
Creative Web Design Company in Singapore
Creative Web Design Company in SingaporeCreative Web Design Company in Singapore
Creative Web Design Company in Singapore
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
 
Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
 
Income Tax exemption for Start up : Section 80 IAC
Income Tax  exemption for Start up : Section 80 IACIncome Tax  exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
 
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesEvent Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
 
How MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdfHow MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdf
 
BeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdfBeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdf
 
Easily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYCEasily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYC
 
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & InnovationInnovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & Innovation
 
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
 
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdfHOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
 
2022 Vintage Roman Numerals Men Rings
2022 Vintage Roman  Numerals  Men  Rings2022 Vintage Roman  Numerals  Men  Rings
2022 Vintage Roman Numerals Men Rings
 

The Content Development Blues

  • 1. Beatin’ Those Mean Old, Dirty, Nasty Content Development Blues Matt Slavik Marketing & Business Development
  • 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. 2
  • 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 3
  • 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 4
  • 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) 5 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? And wait a sec. Before we Is our messaging crisp? knock out lots of content, Are our value propositions strong? we’d better ask ourselves Do we clearly understand what users want? a few more questions…. Do we know what our competition is saying? 6 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. 7
  • 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 8
  • 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. 9
  • 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 10
  • 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 11
  • 12. Key Question Matt Slavik | Marketing & Business Development “But who does this kind of work, Kemosabe? Who can complete all three steps?” 12
  • 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. 13
  • 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 14
  • 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. 16
  • 17. Contact Matt Slavik | Marketing & Business Development Matt Slavik mslavik@geoview.com 650-325-4110 952 Timothy Lane Menlo Park, CA 94025 17