Content Marketing Art of War. Theories, Case Studies and Anecdotes on Content Marketing, based on the (modified) teachings of Sun Tzu. Centerline Digital examples in the presentation:
- All work for Physicians Pharmacy Alliance
- IBM Smarter Computing Workload Simulator
- Datagrams for IBM Mobile First
- Vitamin T UX Infographic
- Eaton - Professor Wattson
- IBM City One
* Click those images to be taken to the actual pieces.
The presentation was given by John Lane, VP Strategy & Creative at Centerline Digital twice in April:
- The BMA Carolinas Lunch
- The Digital Marketing For Business Conference
Go to http://www.centerline.net for more information.
2. Those skilled in
Content Planning
engage audiences
without obstacle...
They conquer
by strategy.
#ContentMarketingArtOfWar
3. 60% of the
B2B buying process
is over before the
first sales touch.
Corporate Executive Board Marketing Leadership Study, 2011
4. The average shopper uses 10.4
sources before buying,
twice as much as in 5.27
years past. 2010 2011
http://www.zeromomentoftruth.com/
5. So...what is content marketing?
It’s the creation, sharing and
governance of high-quality,
relevant information.
It’s providing knowledge to educate and
persuade rather than a “hook” to entice.
It’s about delivering value before the sale.
27. The Take-Away:
You don’t have to be
outlandish to “go viral.” You
have to be focused on who
you want to go viral with.
28. Don't value your content
over the job you need
your content to do.
#ContentMarketingArtOfWar
29.
30. The Take-Away:
Always be willing to ask, “Is
this content what my audience
wants, or what I want?”
31. Brand is a powerful weapon.
The knowledge behind the
Brand is of greater value.
#ContentMarketingArtOfWar
32.
33.
34. The Take-Away:
Think of your brand as an
access point — delivering the
knowledge your audience
craves and can’t afford.
35. If you want your content
to overcome its enemy,
you have to really
understand its enemy.
The enemy is: average.
#ContentMarketingArtOfWar
36. If you want to do a "Real world" test, make
a bootable CD-ROM with one of the Linux
distros, such as Knoppix. Boot the servers
off the CD-ROMs and then unplug your
UPS's. This doesn't replace the drivers &
monitoring software, but gives you another
way to test, to relieve any lingering
concerns you, your boss, or any auditors
involved may have. You will still want to do
this off hours, or on a weekend.