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Content Marketing Art of War. Theories, Case Studies and Anecdotes on Content Marketing, based on the (modified) teachings of Sun Tzu. Centerline Digital examples in the presentation: - All work for Physicians Pharmacy Alliance - IBM Smarter Computing Workload Simulator - Datagrams for IBM Mobile First - Vitamin T UX Infographic - Eaton - Professor Wattson - IBM City One * Click those images to be taken to the actual pieces. The presentation was given by John Lane, VP Strategy & Creative at Centerline Digital twice in April: - The BMA Carolinas Lunch - The Digital Marketing For Business Conference Go to http://www.centerline.net for more information.
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#ContentMarketingArtOfWar
Content MarketingArt of WarTheories, Case Studies & Anecdotes
Those skilled in Content Planning engage audiences without obstacle...
They conquer by strategy.
#ContentMarketingArtOfWar
of the60%B2B buying processis over before thefirst sales touch.
Corporate Executive Board Marketing Leadership Study, 2011
The average shopper uses sources before buying, twice as much as in years past.
5.27
10.4
2010 2011http://www.zeromomentoftruth.com/
So...what is content marketing?
It’s the creation, sharing and governance of high-quality, relevant information.
It’s providing knowledge to educate and persuade rather than a “hook” to entice.
It’s about delivering value before the sale.
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60%It’s about winning the first
Know yourself. Know your audience.
If you don’t know both equally as well, you can’t possibly close the distance between.
#ContentMarketingArtOfWar
The Take-Away:Create a shared agenda.
In content, volume alone confers no advantage. One insight can conquer 1,000 foes.
#ContentMarketingArtOfWar
The Take-Away:Provide evidence and show your work.
The job your content has to do today is easier than the job it'll have to do tomorrow.
Be industrious today.
#ContentMarketingArtOfWar
Mobile enables unique customer insights for location and time-specific targeting. Explore @ ibm.co/Xx0trH #ibmmobile
The Take-Away:Create content that expands both search and social surface area.
Straightforward content generally leads to engagement.
Surprising content generally leads to victory.
#ContentMarketingArtOfWar
The Take-Away:You don’t have to be outlandish to “go viral.” You have to be focused on who you want to go viral with.
Don't value your content over the job you need your content to do.
#ContentMarketingArtOfWar
The Take-Away:Always be willing to ask, “Is this content what my audience wants, or what I want?”
Brand is a powerful weapon.
The knowledge behind the Brand is of greater value.
#ContentMarketingArtOfWar
The Take-Away:Think of your brand as an access point — delivering the knowledge your audience craves and can’t afford.
If you want your content to overcome its enemy, you have to really understand its enemy.
The enemy is: average.
#ContentMarketingArtOfWar
If you want to do a "Real world" test, make a bootable CD-ROM with one of the Linux distros, such as Knoppix. Boot the servers off the CD-ROMs and then unplug your UPS's. This doesn't replace the drivers & monitoring software, but gives you another way to test, to relieve any lingering concerns you, your boss, or any auditors involved may have. You will still want to do this off hours, or on a weekend.
R
The Take-Away:Find ways to make the commonplace new.
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