John Bottom from Base One presents

1. MaY 2010
Convincing the sceptics
The Great Content Marketing Experiment
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2. The IDM B2B
Marketing Conference
Wed 19 May 2010
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3. Prestigious event
Posh venue: Millbank Tower
200 senior marketing delegates
Theme: "Change is good"
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4. Convince
me...
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5. A sliding scale
Interrupt Interest
Product focused. Acceptance of
message depends on outbound
marketing muscle, ie budget.
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6. A sliding scale
Interrupt Interest
Customer focused. Acceptance
of message depends on
quality of content. Customers
& prospects choose to engage
with you rather than being
interrupted.
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7. 7 steps for great content marketing
1. Expertise
2. Exclusivity
3. Attractiveness
4. Distribution
5. Targetting
6. Formatting
7. Action
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8. The Practice
Can we demonstrate this?
Can we create content that will produce
1,000 visits?
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9. Valuable content/exclusive
We have access to leading marketing minds. Their views are
valuable – and valued by other marketers. We ask them for
their own answers to a question:
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10. Valuable content/exclusive
"What is the single greatest benefit you hope to gain from
social media, and what is the single biggest obstacle to
achieving it?"
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11. The right title
"Social media: opportunities and obstacles"
What is driving the UK's biggest companies towards social media
marketing – and what is holding them back? Comments and
predictions directly from the thought leaders.
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12. The right format
Repurpose into more than one format:
Blog
Whitepaper
Video
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13. The right distribution [pre-arranged and spontaneous]
Twitter
Third-party bloggers
Delicious etc
YouTube
LinkedIn?
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18. Would you like to
be part of it?
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19. http://bit.ly/cUOsuY
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20. www.baseonegroup.co.uk/beyond
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21. www.theidm.com/blog
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22. @basebot
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23. A worthy experiment
Show how content marketing works in action
Prove validity of useful content instead of sales messages
Highlighting the strength of social media community
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24. Thank you
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