A presentation given as a webcast in January 2010, outlining 7 important considerations for content marketers. These 7 tips will help you maximise the quality and effectiveness of your online content, whilst minimising the effort involved.

2. Vote: Does the head of
your organisation ‘believe’
in content marketing?

3. Assumption #1:
We all want to believe in
content marketing

4. Social media
undoubtedly growing
1 in 10 buyers use blogs
to assess potential
suppliers
16% identify business
needs from online
community interaction
43% said use of
podcasts, videos and
webcasts had increased
in last 12 months
75% of blog readers said
they were “very
influential”

5. Quality v quantity
We need good content
We needs lots of it

6. Quality v quantity
We need good content
We needs lots of it
But there aren’t enough hours in the
day for what we’re doing already!

7. 1. Sell more by not
selling anything

8. Content marketing Recognition of Need
more effective
Requirement Specification
Request for Information
/ Long List
Selection of Short List
Evaluation of Short List
Content marketing Presentations
less effective
Final Selection
Post Purchase
/ Repeat Purchase

9. The social
web has
freed the
masses

12. 2. Listen & Learn

13. Topics linked with your
Listen & Learn brand
Opinion of your brand
Guide content
Interact directly
Google Alerts
Social Mention
Ice Rocket
Backtype
…or a paid solution

16. 3. The Value of
Exclusivity

17. Exclusivity
Better/more comprehensive/detailed
More focused
More topical
More original

19. 4. Get the right format

20. Text v video v audio
It’s your audience’s preference, not yours
Age
Literacy
Geography
Mobility
Devices
Time

21. The eBook technique
No columns
Use links
Use pages instead of
paragraphs
Vary text size
Images
Lots of white space

22. Quality matters
High-quality writing is “highly influential” on
perception of a brand.
Poor-quality writing was the most frequently
cited reason for content having less influence.

23. 5. Repurposing

24. Can you convert into
another format?
Audience?
Content?
Technology?
Time?

25. 2010: The Year
Of Video

26. 53x more likely than text to
appear on front page of
search results.
2010: The Year
Of Video

27. 53x more likely than text to
appear on front page of
search results.
3% of US companies plan to
increase overall marketing
spend: 52% will increase
spend on video.
2010: The Year
Of Video

28. 53x more likely than text to
appear on front page of
search results.
3% of US companies plan to
increase overall marketing
spend: 52% will increase
spend on video.
2010: The Year In 2008, 28% of technology
buyers rated video as
Of Video “influential collateral”. Last
year, it was 50%.
Source: Eccolo, B2B Magazine [US]

29. Repurposing content
Divide and conquer: split it down
Combined opinion piece
Pick of the Week
Refocus

30. 6. Sourcing and planning

31. Sourcing & The goose that lays the
golden egg. Keep the talent
planning happy.

32. Sourcing & The goose that lays the
golden egg. Keep the talent
planning happy.
Measure and motivate

33. Sourcing & The goose that lays the
golden egg. Keep the talent
planning happy.
Measure and motivate
Get the content habit. A
little often; store it up.

34. Sourcing & The goose that lays the
golden egg. Keep the talent
planning happy.
Measure and motivate
Get the content habit. A
little often; store it up.
Write a schedule. See gaps
and opportunities coming.

35. 7. Attractiveness

36. Content so good you just
have to share it

37. Content so good you just
have to share it
Content so attractive you just
have to click it

38. Which one would you choose?

39. 7 tips, 6 ways, the 10 biggest…
Proof of success: how I did it
Are you the kind of person who is
influenced by a headline?
You must read this!
Break from the norm
Puns, quotes, wordplays

40. BUT…
Think about context
Restrict length
Don’t forget <H1> tags

41. And lastly…

42. Don’t lose the
momentum

43. Don’t lose the
momentum

44. Don’t lose the
momentum

45. IDM Annual B2B Conference
www.theidm.com/b2bconference
£50 off – email marketing@theidm.com
Buyersphere Research Report
www.baseonegroup.co.uk
@basebot
.

46. Thank you for
listening