What's the most critical thing to know in creating content that drives business for your brand? There's one thing to always keep top of mind, and that one thing differs for B2B and for B2C. (This is half of a co-presentation I did for New Media Expo with a co-presenter.)
26. “Your top-of-funnel
content should be
intellectually divorced
from your product, but
emotionally wed to it.”
– Joe Chernov, Kinvey
27. Ideas you can steal:
•Tell a story bigger than your brand: Will a reader
THANK YOU?
•Content worth sharing (B2C) or Content as a
service (B2B)
•Find your foothold.
•Think content ecosystem, not content campaign.
•To gate or not to gate: Weigh the factors.
28. This is Joe.
What happened?
25% of all leads in
Q4 2012
Which meant…