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Presentation on Content Marketing and Content Strategy (slides from presentation at BarCamp Nashville 2013, #bcn13 and #bcn13techtalk)
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Copyright 2013 Content that Connects and Pamela Coyle
Tech TalkContent Marketing for Tech Firms
#bcn13techtalk
WTF?
Don’t cause your readers, users,
browsers, existing customers or potential
clients to do this.
You will lose them and you won’t even know.
Copyright 2013 Content that Connects and Pamela Coyle
Re-code Your Thinking
SHIFT PERSPECTIVE
DEFINE AUDIENCE
UNDERSTAND FEATURES v. BENEFITS
Copyright 2013 Content that Connects and Pamela Coyle
Shift Perspective
Too Close Too FarCopyright 2013 Content that Connects
and Pamela Coyle
Start Here
Copyright 2013 Content that Connects and Pamela Coyle
Get to Street Level
Copyright 2013 Content that Connects and Pamela Coyle
Think Like a Customer
What keeps them up at night?What problem can your product or service solve?What distinguishes your product/service from competitors?
Copyright 2013 Content that Connects and Pamela Coyle
Define Your Audience
Copyright 2013 Content that Connects and Pamela Coyle
Eh.
http://www.philips.co.ukCopyright 2013 Content that Connects
and Pamela Coyle
Blah, blah, blah.
http://www.aveillant.com
Copyright 2013 Content that Connects and Pamela Coyle
Nice.
http://usertify.comCopyright 2013 Content that Connects
and Pamela Coyle
Does everything right.
http://
www.automatic.comCopyright 2013 Content that Connects
and Pamela Coyle
Features Tell. Benefits Sell Benefits show “What’s in it for me?”
Benefits appeal to emotion.
Benefits allow prospects to imagine themselves using your product or service.
“Benefit” by definition is something of value or usefulness.
Benefits speak to customers on their terms – not yours.
Benefits connect the dots.
Benefits help people recognize themselves and they perk up. Copyright 2013 Content that Connects
and Pamela Coyle
Understand Benefits v Features
Copyright 2013 Content that Connects and Pamela Coyle
Features, features, features
Copyright 2013 Content that Connects and Pamela Coyle
“Effortless” is powerful
Copyright 2013 Content that Connects and Pamela Coyle
Benefits for two distinct audiences
Copyright 2013 Content that Connects and Pamela Coyle
Check for Readability http://www.read-able.com/
Awesome post from Raven Tools on readability measures: http://raventools.com/blog/ultimate-list-of-online-content-readability-tests/
At a 7th-8th grade level content will capture 80 % of U.S. adults. Many resources suggest 6th grade level is better.
Flesch Kincaid Reading Ease, 1-100 (100 is harder)
SMOG test may stand for “Simple Measure of Gobbledygook” and uses a formula that involves words with 3 or more syllables and the square root of something.
Copyright 2013 Content that Connects and Pamela Coyle
But my customers/clients/are smart.Of course they are. But ask yourself:
• Do they read websites or marketing materials for fun?
• How hard do I want to make them work?
• What is wrong with making content easier to understand?
• Do you want to impress them or get them to buy your stuff?
• Won’t they love me more if I make it easy for them?
Copyright 2013 Content that Connects and Pamela Coyle
Techniques• Glossaries• Examples• Problems
Solved/Case Studies• Crowd Source• Leverage early
adopters to spread the word
• Short User Reviews
Copyright 2013 Content that Connects and Pamela Coyle
Content Connects the Dots
Copyright 2013 Content that Connects and Pamela Coyle
http://content-connects.com/bcn13
pcoyle@content-connects.comCenter 615, Suite 105
Copyright 2013 Content that Connects and Pamela Coyle
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