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All you wanted to
know about content
marketing but were
afraid to ask
Neil Stoneman
Velocity Partners
What senior
marketer...
B2B Content
Marketing Agency
with accent on tech
London
Clients all
over the
world
Content marketing is the
single most important
discipline for winning
market share in markets
where the purchase is
consid...
Content marketing is the
single most important
discipline for winning
market share in markets
where the purchase is
consid...
Content marketing is the
single most important
discipline for winning
market share in markets
where the purchase is
consid...
Content marketing is the
single most important
discipline for winning
market share in markets
where the purchase is
consid...
Big Hairy
Audacious
Claim,
(restated)
The winners will be the
companies who use the
power of content to help
buyers do the...
The winners will be the
companies who best use
the power of content to
help buyers do the job of
buying.
Big Hairy
Audacio...
The winners will be the
companies who best use
the power of content to
help buyers do the job of
buying.
Big Hairy
Audacio...
The winners will be the
companies who best use
the power of content to
help buyers do the job of
buying.
Big Hairy
Audacio...
You’ve already got the most
important (and hardest to fake)
asset for content marketing.
The Good
News
The Not
So Good
News
1
An over-reliance on competent,
professional, intelligent, well-made,
on-strategy content leads to
mediocrity.
Great content brands are
built on home run pieces.Goodies
Time
Great content brands are
built on home run pieces.Goodies
Time
They earn
goodies
Great content brands are
built on home run pieces.Goodies
Time
They earn
goodies
Turbo
charge other
content
Great content brands are
built on home run pieces.Goodies
Time
They earn
goodies
Turbo
charge other
content
Escape
search
...
Home run content also helps you
overcome the most challenging
obstacle of all
Home run content also helps you
overcome the most challenging
obstacle of all
Inertia
To harness the power of your
expertise, a lot needs to change.
The Not
So Good
News
2
To harness the power of your
expertise, a lot needs to change.
The Not
So Good
News
New
strategies &
tactics
To harness the power of your
expertise, a lot needs to change.
The Not
So Good
News
New
strategies &
tactics
New
people &
...
To harness the power of your
expertise, a lot needs to change.
New
strategies &
tactics
New
people &
skills
New
processes ...
To harness the power of your
expertise, a lot needs to change.
New
culture
The Big 7 Principles
(In Practice).
1.  Getstarted(simply)
2.  Findtherightissues
3.  Heart&head
4.  Contentmapping
5.  Ps...
Culture
change
We’ve been talking to the suits >>>>>>>> Now we need to talk to jumpsuits
Selling stuff with great deals >>...
Small
step
forward
1
How can we broaden our
message to engage new
people in 500 core
business targets?
Research
Qualitative
Quantitative
Rich Personas
Psychographics
Social Media
Twitter
LinkedIn
Groups
Quora
Influencers
Popu...
3
as well as
the head
Go for the
heart
Getengaged. Staytogether.
—
ONE
—
What
you say
—
TWO
—
How you
say it
Useful x Entertaining = Effective
Mapping
content to
consideration
stage
4
How?
Why?
What?
Who?
Pyschographic
Targeting
5
What your
prospects
care about
What you
know
Sweet
Spot
Sweet spot: all your content needs
come from here
What your
prospe...
Great content is always
confident content.
7
1. Target
2. Engage
3. Nurture
4. Convert
116,000“unengaged”
individualsfoundin
73%companytargets
Contentandcontext
reinventedfornew
world
Engagedindividuals
joinhe...
Some Essentials.
Roles
Stories
Tactics
Processes
Technologies
The Essential Roles.
Content
planner
The Essential Roles.
Content
planner Storyteller
The Essential Roles.
Content
planner Storyteller Community
builder
The Essential Stories.
What you
believe.
The Essential Stories.
What you
believe.
Why it
matters.
The Essential Stories.
What you
believe.
Why it
matters.
Why I
should
believe
you.
The Essential Tactics.
eBooks
The Essential Tactics.
eBooks SlideShares
The Essential Tactics.
eBooks SlideShares Videos
The Essential Processes.
Insight into
Content
The Essential Processes.
Insight into
Content
Content into
Engagement
The Essential Processes.
Insight into
Content
Content into
Engagement
Engagement
into Revenue
The Essential Processes.
Insight into
Content
Content into
Engagement
Engagement
into Revenue
Measure.
Everything.
The Essential Tech.
CMS
The Essential Tech.
CMS
CRM,
Targeting &
Marketing
Automation
The Essential Tech.
CMS
CRM,
Targeting &
Marketing
Automation
Analytics
The
content
brand
A Great Content Brand 	

is a brand that’s famous for 	

producing intelligent, useful 	

and entertaini...
The
content
brand
A Great Content Brand 	

is a brand that’s famous for 	

producing intelligent, useful 	

and entertaini...
The
content
brand
A Great Content Brand 	

is a brand that’s famous for 	

producing intelligent, useful 	

and entertaini...
The
content
brand
A Great Content Brand 	

is a brand that’s famous for 	

producing intelligent, useful 	

and entertaini...
The
content
brand
A Great Content Brand 	

is a brand that’s famous for 	

producing intelligent, useful 	

and entertaini...
Further reading
Thank you.
On Target 2014 Neil Stoneman, Velocity Partners
On Target 2014 Neil Stoneman, Velocity Partners
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On Target 2014 Neil Stoneman, Velocity Partners

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On Target 2014 Neil Stoneman, Velocity Partners

  1. 1. 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
  2. 2. B2B Content Marketing Agency with accent on tech London Clients all over the world
  3. 3. Content marketing is the single most important discipline for winning market share in markets where the purchase is considered. Big Hairy Audacious Claim
  4. 4. 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
  5. 5. 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
  6. 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. Tech and business models are stupidly easy to copy Sales cycles are long Buyers educate themselves
  7. 7. 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
  8. 8. 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
  9. 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 Educate
  10. 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 early, sell late Educate Position your company as experts
  11. 11. You’ve already got the most important (and hardest to fake) asset for content marketing. The Good News
  12. 12. The Not So Good News 1
  13. 13. An over-reliance on competent, professional, intelligent, well-made, on-strategy content leads to mediocrity.
  14. 14. Great content brands are built on home run pieces.Goodies Time
  15. 15. Great content brands are built on home run pieces.Goodies Time They earn goodies
  16. 16. Great content brands are built on home run pieces.Goodies Time They earn goodies Turbo charge other content
  17. 17. Great content brands are built on home run pieces.Goodies Time They earn goodies Turbo charge other content Escape search tyranny
  18. 18. Home run content also helps you overcome the most challenging obstacle of all
  19. 19. Home run content also helps you overcome the most challenging obstacle of all Inertia
  20. 20. To harness the power of your expertise, a lot needs to change. The Not So Good News 2
  21. 21. To harness the power of your expertise, a lot needs to change. The Not So Good News New strategies & tactics
  22. 22. To harness the power of your expertise, a lot needs to change. The Not So Good News New strategies & tactics New people & skills
  23. 23. 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
  24. 24. To harness the power of your expertise, a lot needs to change. New culture
  25. 25. The Big 7 Principles (In Practice). 1.  Getstarted(simply) 2.  Findtherightissues 3.  Heart&head 4.  Contentmapping 5.  Psychographics 6.  Sweetspot 7.  Confidence
  26. 26. 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
  27. 27. Small step forward 1 How can we broaden our message to engage new people in 500 core business targets?
  28. 28. 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
  29. 29. 3 as well as the head Go for the heart Getengaged. Staytogether.
  30. 30. — ONE — What you say — TWO — How you say it Useful x Entertaining = Effective
  31. 31. Mapping content to consideration stage 4 How? Why? What? Who?
  32. 32. Pyschographic Targeting 5
  33. 33. 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
  34. 34. Great content is always confident content. 7
  35. 35. 1. Target 2. Engage 3. Nurture 4. Convert
  36. 36. 116,000“unengaged” individualsfoundin 73%companytargets Contentandcontext reinventedfornew world Engagedindividuals joinheadnurture process
  37. 37. Some Essentials. Roles Stories Tactics Processes Technologies
  38. 38. The Essential Roles. Content planner
  39. 39. The Essential Roles. Content planner Storyteller
  40. 40. The Essential Roles. Content planner Storyteller Community builder
  41. 41. The Essential Stories. What you believe.
  42. 42. The Essential Stories. What you believe. Why it matters.
  43. 43. The Essential Stories. What you believe. Why it matters. Why I should believe you.
  44. 44. The Essential Tactics. eBooks
  45. 45. The Essential Tactics. eBooks SlideShares
  46. 46. The Essential Tactics. eBooks SlideShares Videos
  47. 47. The Essential Processes. Insight into Content
  48. 48. The Essential Processes. Insight into Content Content into Engagement
  49. 49. The Essential Processes. Insight into Content Content into Engagement Engagement into Revenue
  50. 50. The Essential Processes. Insight into Content Content into Engagement Engagement into Revenue Measure. Everything.
  51. 51. The Essential Tech. CMS
  52. 52. The Essential Tech. CMS CRM, Targeting & Marketing Automation
  53. 53. The Essential Tech. CMS CRM, Targeting & Marketing Automation Analytics
  54. 54. 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.
  55. 55. 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
  56. 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. Be the buyer Be aurthoritative
  57. 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 Be aurthoritative Be strategic and prolific
  58. 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 Be strategic and prolific Be human
  59. 59. Further reading
  60. 60. Thank you.

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