Design for Action: A Content Marketing Blueprint (HubSpot INBOUND 2015)

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Design for ActionA Blueprint for Content MarketingTamsen WebsterCMO and SVP, Executive Communciations and Coaching, Oratium

INBOUND15

Joe Smith: How to use one paper towelhttp://www.ted.com/talks/joe_smith_how_to_use_a_paper_towel?language=en

www.oratium.com oratium, llc 2015

http://www.ted.com/talks/joe_smith_how_to_use_a_paper_towel?language=en

ContentSequenceEngagementRIGHTRIGHTRIGHT

www.oratium.com oratium, llc 2015

ContentRIGHT

www.oratium.com oratium, llc 2015

Know - Believe - Do

@tamadear@tamadear oratium, llc 2014

WHO is the audience?

@tamadear oratium, llc 2014

What do you want them to DO?

@tamadear oratium, llc 2014

What problem will that solve for them?

@tamadear oratium, llc 2014

What do you they need to BELIEVE to do it?

@tamadear oratium, llc 2014

What do they need to KNOW?

@tamadear oratium, llc 2014

SequenceRIGHT

www.oratium.com oratium, llc 2015

ConnectRetrieveProcess

www.oratium.com oratium, llc 2015

ABCD

www.oratium.com oratium, llc 2015

To make your CONTENT understandable and memorable

You must create a sequence where each point creates logical context for the point that follows

XCNNPHDFBICIANCAAX

www.oratium.com oratium, llc 2015

in the same order, in fact?

What question will this raise?

@tamadear oratium, llc 2014

www.oratium.com oratium, llc 2015

EngagementRIGHT

www.oratium.com oratium, llc 2015

ABCD

www.oratium.com oratium, llc 2015

TimeAttention

70%20%100%

www.oratium.com oratium, llc 2015

The Human Walking Programhttp://vimeo.com/92823193

www.oratium.com oratium, llc 2015

http://vimeo.com/92823193

Problem

?

Insight

Insight

Insight

Action

?

?

?

www.oratium.com oratium, llc 2015

Open with the problem

Ask, What question will that raise?

Answer with your insight

Ask again, and so on until your call to action

Thats it in theorylet me show you in practice

EngagementRIGHTSequenceRIGHTContentRIGHT

www.oratium.com oratium, llc 2015

INBOUND15

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