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

3. B2B Content
Marketing Agency
with accent on tech
London
Clients all
over the
world

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

8. Big Hairy
Audacious
Claim,
(restated)
The winners will be the
companies who use the
power of content to help
buyers do the job of
buying.
The full-
court sales
press days
are over

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

13. The Not
So Good
News
1

15. An over-reliance on competent,
professional, intelligent, well-made,
on-strategy content leads to
mediocrity.

16. Great content brands are
built on home run pieces.Goodies
Time

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

29. Small
step
forward
1
How can we broaden our
message to engage new
people in 500 core
business targets?

30. Research
Qualitative
Quantitative
Rich Personas
Psychographics
Social Media
Twitter
LinkedIn
Groups
Quora
Influencers
Popular
posts
Shares
First-hand
customer
contact
Desk
Finding issues that resonate.
2

31. 3
as well as
the head
Go for the
heart
Getengaged. Staytogether.

32. —
ONE
—
What
you say
—
TWO
—
How you
say it
Useful x Entertaining = Effective

33. Mapping
content to
consideration
stage
4
How?
Why?
What?
Who?

34. Pyschographic
Targeting
5

35. What your
prospects
care about
What you
know
Sweet
Spot
Sweet spot: all your content needs
come from here
What your
prospect
cares about
6

36. Great content is always
confident content.
7

37. 1. Target
2. Engage
3. Nurture
4. Convert

38. 116,000“unengaged”
individualsfoundin
73%companytargets
Contentandcontext
reinventedfornew
world
Engagedindividuals
joinheadnurture
process

39. Some Essentials.
Roles
Stories
Tactics
Processes
Technologies

40. The Essential Roles.
Content
planner

41. The Essential Roles.
Content
planner Storyteller

42. The Essential Roles.
Content
planner Storyteller Community
builder

43. The Essential Stories.
What you
believe.

44. The Essential Stories.
What you
believe.
Why it
matters.

45. The Essential Stories.
What you
believe.
Why it
matters.
Why I
should
believe
you.

46. The Essential Tactics.
eBooks

47. The Essential Tactics.
eBooks SlideShares

48. The Essential Tactics.
eBooks SlideShares Videos

49. The Essential Processes.
Insight into
Content

50. The Essential Processes.
Insight into
Content
Content into
Engagement

51. The Essential Processes.
Insight into
Content
Content into
Engagement
Engagement
into Revenue

52. The Essential Processes.
Insight into
Content
Content into
Engagement
Engagement
into Revenue
Measure.
Everything.

53. The Essential Tech.
CMS

54. The Essential Tech.
CMS
CRM,
Targeting &
Marketing
Automation

55. The Essential Tech.
CMS
CRM,
Targeting &
Marketing
Automation
Analytics

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

61. Further reading

62. Thank you.