1.ProfessionalWriting:TheGateway toPowerfulMessagingNick PinkertonRegalix Inc.February 19, 2013

2. Background Current: Assistant Marketing Manager at Regalix Past: PC Hardware: Marketing and Communications Professional Sports Sales Education: Santa Clara University Bachelors in Communication (Media Studies) 3. Takeaways: YourSchwag Bag Techniques for addressing your audience Bringing boring content to life Balancing product and brand through messaging Establishing a voice through your contentYoure getting the digital version of this 4. Why do you matter? 5. Content MarketingGenerates Leads2012 B2BMagazineSurvey 6. Content Volumes are Increasing2012ContentMarketingInstituteSurvey 7. This is why you matterMarketingProductDevelopmentSalesAnimatedWhite PaperDemoThoughtC-Level LeadershipCONTENT MIX EmailContentAUDIENCE 8. Challengeshow can weguarantee QUALITY?how do we make this CONSISTENTwith the BRAND? 9. Messaging Checklist Audience Words Visuals Product Brand You! 10. #1 Addressing Your Audience Always start with a baseline of 0 Become a Consumer Make them feel like they are learning Guide them through your content 11. Always Start with aBaseline of 0 Addressing Your AudienceReinforce thedefining qualities ofyour product orNeed: Many people traveling tonew destinations take upBrand.luggage space with travel books.Benefit: Our mobile app lets youmark the attractions &destinations youd find in a travelbook, so you can save space formore clothes or souvenirs. 12. Become a Consumer Addressing Your Audience Your Audience Makeup parents fellow alumniformerfriends youd colleaguestake a roadtripYour audience to visit everysummerpeople youdget coffee withneighborsis made up offriends, peers,and familymembers. 13. Make them Feel like theyre LearningAddressing Your AudienceCommunicate aEstablish aTakeawaytakeaway andreinforce itReinforceReinforceReinforcethroughout yourcontent. Recap 14. Keep Your AudienceEngagedAddressing Your AudienceYour content willnever make 100%sense to youraudience. 15. Messaging Checklist Audience Words Visuals Product Brand You! 16. #2 Bringing Boring Content to Life: Words The Power of Analogies Bring in Rich Media User Interaction 17. The Power of Analogies Bringing Boring Content to Life: WordsImage credits to NetApp.com. 18. Bring in Rich Media Bringing Boring Contentto Life: WordsUse rich mediato explain whatyour wordscannot. 19. User InteractionBringing Boring Content to Life: Words LoremBring in audienceipsum this? chatter to connect people Your to your brand.Content Loremipsum that! 20. Messaging Checklist Audience Words Visuals Product Brand You! 21. #3 Messaging to Balance Product and Brand Understanding product qualities vs. brand qualities Relating products back to brand Applying to specific content types 22. Product Qualities vs.Brand QualitiesMessaging to Balance Product and Brand (Brand) ConvenienceBuyers can(Product) Size(Product) (Product) Timemake purchase Compatibilitydecisions basedon product orbrand. 23. Relating Productsto Brand Messaging to Balance Product and BrandStrive to makeyour products &brand one inthe same. 24. Applying tospecific ContentMessaging to BalanceProduct and BrandCustomers liketo take breaksfrom being Image credits to Wikipedia.com.pitched. 25. Messaging Checklist Audience Words Visuals Product Brand You! 26. #4 Establishing a Voice for Content = You! Where you come in Know your limits Create your story 27. Where youcome in Establishing a Voicefor Content = You!Identify newways forcustomers tolearn aboutyour product. 28. Know your Limits Establishing a Voice for Content = You!Describe how Image credits to sfgate.com.youre involvedwith yourcompany. 29. Create your Story Establishing a Voicefor Content = You!Grow withyour audience. 30. Recap Addressing Your Audience involves understanding them Look beyond your words to Bring Your Boring Content to Life Balance Product and Brand by recognizing their qualities Create your story to Establish a Voice for Your Content. 31. Housekeeping Time! Content Consultations Direct inquiries to njpinkerton@regalix-inc.com Questions: Email or Twitter.com/Regalix More on this Presentation Slides: SlideShare.net/Regalix YouTube.com/RegalixInfo 32. References B2B Magazine Surveyhttp://www.forbes.com/sites/marketshare/2012/10/15/content-marketing-the-driver-leads-b2b-marketers/ Content Marketing Institute Surveyhttp://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ 33. Thanks!!