Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
On Target 2014 Neil Stoneman, Velocity Partners
2. All you wanted to
know about content
marketing but were
afraid to ask
Neil Stoneman
Velocity Partners
What senior
marketers
and sales
bods need to
know.
@velocitytweets
4. Content marketing is the
single most important
discipline for winning
market share in markets
where the purchase is
considered.
Big Hairy
Audacious
Claim
5. Content marketing is the
single most important
discipline for winning
market share in markets
where the purchase is
considered.
Big Hairy
Audacious
Claim
Buyers
educate
themselves
6. Content marketing is the
single most important
discipline for winning
market share in markets
where the purchase is
considered.
Big Hairy
Audacious
Claim
Content marketing is the
single most important
discipline for winning
market share in
technology markets.
Sales
cycles are
long
Buyers
educate
themselves
7. Content marketing is the
single most important
discipline for winning
market share in markets
where the purchase is
considered.
Big Hairy
Audacious
Claim
Content marketing is the
single most important
discipline for winning
market share in
technology markets.
Tech and
business
models are
stupidly
easy to
copy
Sales
cycles are
long
Buyers
educate
themselves
9. The winners will be the
companies who best use
the power of content to
help buyers do the job of
buying.
Big Hairy
Audacious
Claim,
(restated)
Engage
earlier
10. The winners will be the
companies who best use
the power of content to
help buyers do the job of
buying.
Big Hairy
Audacious
Claim,
(restated)
Engage
earlier Educate
11. The winners will be the
companies who best use
the power of content to
help buyers do the job of
buying.
Big Hairy
Audacious
Claim,
(restated)
Engage
early, sell
late
Educate
Position
your
company
as experts
12. You’ve already got the most
important (and hardest to fake)
asset for content marketing.
The Good
News
17. Great content brands are
built on home run pieces.Goodies
Time
They earn
goodies
18. Great content brands are
built on home run pieces.Goodies
Time
They earn
goodies
Turbo
charge other
content
19. Great content brands are
built on home run pieces.Goodies
Time
They earn
goodies
Turbo
charge other
content
Escape
search
tyranny
20. Home run content also helps you
overcome the most challenging
obstacle of all
21. Home run content also helps you
overcome the most challenging
obstacle of all
Inertia
22. To harness the power of your
expertise, a lot needs to change.
The Not
So Good
News
2
23. To harness the power of your
expertise, a lot needs to change.
The Not
So Good
News
New
strategies &
tactics
24. To harness the power of your
expertise, a lot needs to change.
The Not
So Good
News
New
strategies &
tactics
New
people &
skills
25. To harness the power of your
expertise, a lot needs to change.
New
strategies &
tactics
New
people &
skills
New
processes &
technologies
The Not
So Good
News
26. To harness the power of your
expertise, a lot needs to change.
New
culture
27. The Big 7 Principles
(In Practice).
1. Getstarted(simply)
2. Findtherightissues
3. Heart&head
4. Contentmapping
5. Psychographics
6. Sweetspot
7. Confidence
28. Culture
change
We’ve been talking to the suits >>>>>>>> Now we need to talk to jumpsuits
Selling stuff with great deals >>>>>>> Now we need to sell process benefits
We’ve known our customer >>>>>>>>>>> Now we don’t know our customer
The door’s been open >>>>>>>>>>> Now there are lots of doors to open
56. The
content
brand
A Great Content Brand
is a brand that’s famous for
producing intelligent, useful
and entertaining content that’s
always worth consuming.
57. The
content
brand
A Great Content Brand
is a brand that’s famous for
producing intelligent, useful
and entertaining content that’s
always worth consuming.
Be the buyer
58. The
content
brand
A Great Content Brand
is a brand that’s famous for
producing intelligent, useful
and entertaining content that’s
always worth consuming.
Be the buyer Be
aurthoritative
59. The
content
brand
A Great Content Brand
is a brand that’s famous for
producing intelligent, useful
and entertaining content that’s
always worth consuming.
Be the buyer Be
aurthoritative
Be strategic
and prolific
60. The
content
brand
A Great Content Brand
is a brand that’s famous for
producing intelligent, useful
and entertaining content that’s
always worth consuming.
Be the buyer Be
aurthoritative
Be strategic
and prolific
Be human