A simple approach to creating content with a purpose.

1. Creating A Content Engine
Approach & Strategy Outlook

2. Goal: Create content that fuels demand
generation
• Blog
• Video
• Guides
• Infographics
• Workbook
• Quizzes
• Podcast
Provides value
Answers questions
Offers expert advice
Serves as a resource
Demonstrates your credibility
Makes decision-making easier

3. Measure What Matters
• Metrics of success
-time on page
-downloads
-registrations
-book a meeting
-click-throughs
-CTA conversions
-subscribers
-size of network

4. Content Categories
• CARE • CONSIDER • CHOOSE

5. Content Categories
• CARE • CONSIDER • CHOOSE
Wins Hearts Wins Minds Wins Wallets

6. Content Categories
• CARE
• What keeps customers awake at night?
• Tell the story of the challenge
• Emotional appeal
CONTENT EXAMPLE - Blog
• Do you know what an astounding number of
senior IT executives admit they’re doing wrong?

7. Content Categories
• CONSIDER
• How are other companies succeeding?
• Tell the story of the value
• Rational appeal
CONTENT EXAMPLE - Blog
• What girl scouts can teach you about blockchain

8. Content Categories
• CHOOSE
• Why are we the right choice?
• Tell the story of our solution
• Ethical appeal
CONTENT EXAMPLE - Blog
• Webinar: Don’t go it alone!
Accelerate IBM Cloud Private adoption
with proven roadmaps

9. Content Category Examples
• CARE
Watson Health Heroes: Meet TJ

10. Content Category Examples
• CONSIDER
Jupiter Medical Center Adopts Watson for Oncology

11. Content Category Examples
• CHOOSE
IBM Watson Health: Oncology & Genomics Solutions

12. Next Steps
• Identify the opportunities
• Identify the targets
• Identify the medium
• Create a promotion plan