Tech Talk: Content Marketing for Tech Firms
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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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Tech Talk: Content Marketing for Tech Firms
- 1. Copyright 2013 Content that Connects and Pamela Coyle
- 2. WTF? Don’t cause your readers, users, browsers, e xisting 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
- 3. Re-code Your Thinking SHIFT PERSPECTIVE DEFINE AUDIENCE UNDERSTAND FEATURES v. BENEFITS Copyright 2013 Content that Connects and Pamela Coyle
- 4. Shift Perspective Too Close Too Far Copyright 2013 Content that Connects and Pamela Coyle
- 5. Start Here Copyright 2013 Content that Connects and Pamela Coyle
- 6. Get to Street Level Copyright 2013 Content that Connects and Pamela Coyle
- 7. 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
- 8. Define Your Audience Copyright 2013 Content that Connects and Pamela Coyle
- 9. Eh. http://www.philips.co.uk Copyright 2013 Content that Connects and Pamela Coyle
- 10. Blah, blah, blah. Copyright 2013 Content that Connects and http://www.aveillant.com Pamela Coyle
- 11. Nice. http://usertify.com Copyright 2013 Content that Connects and Pamela Coyle
- 12. Does everything right. http://www.automatic.co Copyright 2013 Content that Connects and Pamela Coyle m
- 13. 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
- 14. Understand Benefits v Features Copyright 2013 Content that Connects and Pamela Coyle
- 15. Features, features, features Copyright 2013 Content that Connects and Pamela Coyle
- 16. “Effortless” is powerful Copyright 2013 Content that Connects and Pamela Coyle
- 17. Benefits for two distinct audiences Copyright 2013 Content that Connects and Pamela Coyle
- 18. Check for Readability http://www.read-able.com/ Awesome post from Raven Tools on readability measures: http://raventools.com/blog/ultimate-list-of-online-contentreadability-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
- 19. 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
- 20. 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
- 21. Content Connects the Dots Copyright 2013 Content that Connects and Pamela Coyle
- 22. Copyright 2013 Content that Connects and Pamela Coyle
Notas del editor
- ©
- Uninspired. Doesn’t make the mistake of going overboard on features but doesn’t say much, either. “Experience how we redefine the meaning of television” is not terribly descriptive or helpful.
- Where to start? Holographic Radar that scans all directions simultaneously and distinguishes moving options by their patterns. But don’t just take Aveillant’s word for it...Among many other applications, this breakthrough Solution is poised to become the new standard for addressing wind turbine interference with Air Traffic Control (ATC) systems. Aveillant’s Holographic Radar™ clearly distinguishes between moving objects with differing behaviours and 3D trajectories.Unlike the current generation of ATC radar that scan a narrow beam using the familiar antenna that rotates around a fixed point, Holographic Radar™ constantly looks in all directions at once. Aveillant’s Solution continuously measures the dynamic characteristics of each individual target, providing comprehensive information on all moving objects within the field. Holographic Radar™ becomes the no compromise solution for wind farms and airports in addressing radar interference.
- Here, less is more. Witty, unites around a common goal – getting rid of evil trolls.
- Small changes in your driving behavior can lead to huge savings over time.Other slider main headings: Automatic Contacts Help in a Crash: Crash alert can detect a crash and notify local authorities with your location.Keep Your engine healthy: If your check engine light comes on Automatic tells you what’s wrong.Never Forget Where You Parked: Automatic always remembers where you parked your car, so you don’t have to.