1. WELCOME
Content as a Competitive Lever
#C2C14
Content as a
Competitive Lever

2. Applying
Some
“Irish
Thinking”
To
The
New
Skills
Sets
Required
For
MarketersC2C History Lesson

3. “I am so clever that
sometimes I don’t
understand a single
word I’m saying.”
!
—Oscar Wilde
The Art of
Storytelling

4. “If one could only teach the
English how to talk, and the
Irish how to listen, society
would be civilized.”
!
—Oscar Wilde
Learning to Listen

5. Gaining “Wisdom”
“A good laugh and a long sleep are the two best cures for anything.”
“Do not resent growing old – many are denied the privilege.”
“Do it as if there was fire in your skin.”
“Your feet will bring you where your heart is.”
“Say little but say it well.”

6. Applying To Content Strategy

7. of execs say they rely more on content to
research B2B purchase decisions than they did
a year ago
–2014 Content Preferences Study
75%
Applying To Content Strategy

8. of B2B said the vendor’s content had a
significant impact on their buying
decision
–2014 B2B Buyer Behavior Study
64%
Applying To Content Strategy

9. wait longer to initiate contact with a
vendor
–2014 B2B Buyer Behavior Study
44%
Applying To Content Strategy

10. 44% wait longer to initiate contact with a vendor
64% of B2B said the vendor’s content had a significant
impact on their buying decision
75% of execs say they rely more on content to research B2B
purchase decisions than they did a year ago

11. Content’s Changing Landscape

12. Content’s Changing Landscape
86%
access business related content
on a mobile phone
(56% frequently/30% occasionally)

13. Content’s Changing Landscape
70%
access on a tablet
(42% frequently 28% occasionally)

14. Content’s Changing Landscape
85%
require mobile-optimized
content

15. Content’s Changing Landscape
95%
prefer shorter formats

16. Content’s Changing Landscape
86%
prefer interactive/visual
content

17. 86% prefer interactive/visual content
95% prefer shorter formats
85% require mobile-optimized content
70% access on a tablet
86% access business related content on a mobile phone

18. •Don’t overload with content (66%)!
!
•Curb the sales message (68%)!
!
•Focus less on product specs/more on value (64%)
!
•Use more data and research to support content (64%)
!
•Make content easier to access (59%)
“Strong” Recommendations For Success

19. Age of Customization

20. Age of Customization
want content delivered by
business role
56%

21. Age of Customization
want content organized by vertical
39%

22. Age of Customization
want by industry
47%

23. 47% want by industry
39% want content organized by vertical
56% want content delivered by business role

24. Content = Conversion

25. Content = Conversion
73%
get more of their content through
social networks or peer recommendations

26. Content = Conversion
53%
of buyers rely more on peer
recommendations

27. Content = Conversion
78%
share content on LinkedIn
(43% frequently/35% sometimes)

28. Content = Conversion
59%
share on Twitter
(35% frequently/24% sometimes)

29. 59% share on Twitter
78% share content on LinkedIn
53% of buyers rely more on peer recommendations
73%
get more of their content through social networks
or peer recommendations

30. Other Housekeeping Notes:
•Twitter hashtag for today: #C2C14
•Be sure to visit our solution partners and sponsors over
breaks and during lunch.
•Reminder: no food or beverages are allowed in the
stage area.
•Free Wireless is available throughout The Signature
Theater – Network name: STC (no password)

31. •General Sessions: Diamond Theater
•Content Strategy Track: Diamond Theater
•Demand Gen Track: Linney Theater
•Sales Enablement Track: Griffin Theater
Track Locations

32. Thank you to our sponsors!
Knowledge
Vision®

33. Download the Companion App
•Available for iPhone, iPad and Android
•View sessions, speakers, sponsors, photos
and follow the conference via the hashtag
•Leave feedback for each session
within the app via a survey.
•app.content2conversion.com

34. February
16-­‐19,
2015
Hyatt
Regency,
Scottsdale,
AZ
Register
Now:
Content2Conversion.com

35. WELCOME
Content as a Competitive Lever
#C2C14