Design for Action: A Content Marketing Blueprint (HubSpot INBOUND 2015)
You invest so much time, effort, and money on content marketing, yet it doesn't seem to connect, or convert, the way it should. Why? Because you haven’t built your content around what your customers actually connect *with* — but only connection converts. Is there another way? Yes: design your content around what you want customers to *do,* not what you want them to *know.* You’ll leave the session with a simple technique that will not only revolutionize how you look at your content marketing, but also help you plan messages designed to win your rightful share of customers’ minds… and wallets. In this session you will learn: Why most content marketing fails… and what to do instead; What *really* drives customers’ decisions; Three questions to ask before crafting any message
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Design for Action: A Content Marketing Blueprint (HubSpot INBOUND 2015)
- 1. INBOUND15 Design for Action A Blueprint for Content Marketing Tamsen Webster CMO and SVP, Executive Communciations and Coaching, Oratium
- 2. www.oratium.com© ORATIUM, LLC 2015 Joe Smith: “How to use one paper towel” http://www.ted.com/talks/joe_smith_how_to_use_a_paper_towel?language=en
- 3. www.oratium.com© ORATIUM, LLC 2015 CONTENT SEQUENCE ENGAGEMENTRIGHT RIGHT RIGHT
- 4. www.oratium.com© ORATIUM, LLC 2015 CONTENTRIGHT
- 5. @tamadear© ORATIUM, LLC 2014 KNOW - BELIEVE - DO
- 6. @tamadear© ORATIUM, LLC 2014 WHO is the audience?
- 7. @tamadear© ORATIUM, LLC 2014 What do you want them to DO?
- 8. @tamadear© ORATIUM, LLC 2014 What PROBLEM will that solve for them?
- 9. @tamadear© ORATIUM, LLC 2014 What do you they need to BELIEVE to do it?
- 10. @tamadear© ORATIUM, LLC 2014 What do they need to KNOW?
- 11. www.oratium.com© ORATIUM, LLC 2015 SEQUENCERIGHT
- 12. www.oratium.com© ORATIUM, LLC 2015 CONNECT RETRIEVE PROCESS
- 13. www.oratium.com© ORATIUM, LLC 2015 A B C D
- 15. @tamadear© ORATIUM, LLC 2014 What question will this raise?
- 16. www.oratium.com© ORATIUM, LLC 2015
- 17. www.oratium.com© ORATIUM, LLC 2015 ENGAGEMENTRIGHT
- 18. www.oratium.com© ORATIUM, LLC 2015 A B C D
- 19. www.oratium.com© ORATIUM, LLC 2015 Time Attention 70% 20% 100%
- 20. www.oratium.com© ORATIUM, LLC 2015 “The Human Walking Program” http://vimeo.com/92823193
- 21. www.oratium.com© ORATIUM, LLC 2015 PROBLEM ? INSIGHT INSIGHT INSIGHT ACTION ? ? ?
- 22. www.oratium.com© ORATIUM, LLC 2015 ENGAGEMENTRIGHT SEQUENCERIGHT CONTENTRIGHT
- 23. INBOUND15
Editor's Notes
- http://www.ted.com/talks/joe_smith_how_to_use_a_paper_towel?language=en
- To make your CONTENT understandable and memorable… You must create a sequence where each point creates logical context for the point that follows…
- …in the same order, in fact?
- http://vimeo.com/92823193
- Open with the problem Ask, “What question will that raise?” Answer with your insight Ask again, and so on until your call to action That’s it in theory…let me show you in practice…