1. Marketing Roundtable:
Content (not Elvis) is King
June 18, 2013

2. ©AnnArborSPARK
Speakers:
Catherine Buerkle – Alert Watch, Inc.
Jim Hume – Phire Group
Andy Vasher – FIS Consulting Services
Moderator:
Chris Kochmanski – DesignHub

3. Content (NOT ELVIS) Is King
Ann Arbor SPARK
Marketing Roundtable
June 18, 2013
Moderated by:
Chris Kochmanski
DesignHub, Inc.
www.design-hub.com

4. A Very Modest “Content Is King” Success Story

8. Publicity
Advertising
Direct Mail
Trade Shows

9. Computerworld
Network World
Information Week
MIS Week
Datamation
Computer Decisions
Mainframe Journal
AS/X Systems
UNIX World
EDI World
Chain Store Age
etc.
etc.

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3770
3780
SNA/SDLC
X.25
HLLAPI
etc.
etc.

11. “Creative”

12. Awareness
Image
Response

13. Awareness = Frequency
Image = Size and Color
Response = Offer

14. Awareness = Attachmate
Image = Attachmate, SSI, CLEO
Response = CLEO

15. What could we offer?

16. “Nematron Industrial Workstation Selection Guide”

17. Creativity = Creating Value

18. “UNIX-to-IBM Connectivity Solutions Guide”

19. “Retail Connectivity Solutions Guide”

20. Product Reviews
Case Studies
Tech Briefs
Executive White Papers
Article Reprints

21. ADVERTORIAL

22. “Strategy Pure and Simple”
DRIVING FORCE
Product
AREAS OF EXCELLENCE
Assure quality via
Product Development Process
and Service and Support

23. Friendly and helpful

24. The experts

25. Thought leadership

26. Need any of these? Call us.
3270
3770
3780
SNA/SDLC
X.25
HLLAPI
etc.
etc.
Get your free Solutions Guide.

27. Direct Mail
Free lists for advertisers
More targeted
More response-driven
Much higher response
Much lower cost per response

28. “Creative”

29. “This free guide helps you make the
right connections.”

30. Smaller ads, more frequently

31. Response MULTIPLIED.

32. Caveat: 80% were literature collectors

33. BUT …

34. Awareness = CLEO
Image = CLEO
Response = CLEO

37. Solutions Guides
Product Reviews
Case Studies
Tech Briefs
Executive White Papers
Topic Articles
eBooks
faux Trade Publications

38. Email
Websites
Blogs
Forums
Social media
…

39. Brand journalism

40. Brand content

42. Panel
Catherine Buerkle, AlertWatch
Jim Hume, Phire Group
Andy Vasher, FIS Consulting Services

43. Content Is King!
Catherine Buerkle, June 18, 2013

44. Content Is King, But…
Knowledge Is Power

45. Availability
• Yesterday: Librarians acted as filters
• Today: Pundits and web publications act as
primary filters
– “The Eight Best XYZ Podcasts”
– But the other gazillion are still out there, a few
more clicks away
45
Today: user-generated content is the
norm

46. Today, Filters Are Content
46
Filtered
(Publishers)
All Content
• Subnetworks or
“clusters” come from
social relationships.
• It’s messy.
• The past is never erased.
• Linking curates the cloud.

47. Content Marketplace
47

48. Both Good and Bad
48

49. Today’s Internet
• Abundant
• Linkable
• Permissive
• Public
• Unresolved
49

50. Great. Now What?
• Keep access open
• Create metadata
• Link everything
• Leave no knowledge behind
• Teach everyone how to
evaluate knowledge claims
• Embrace differences
50

51. Practical steps to be
a content leader.
June 17, 2013

52. 52
Read. Gather.
Immerse.
1.

53. 53
Understand
what you
already have.
2.

54. 54
Don’t be
intimidated.
3.

55. 55
Bite sized
information
works best.
4.

56. 56
Repackage,
repurpose,
recycle.
5.

57. 57
Don’t be
yourself. Be a
hyper version
of yourself.
6.

58. 58
Perfect is
the enemy
of done.
7.

59. 59
Be a
storyteller.
8.

60. 60
Use every
channel.
9.

61. 61
Content is
not the goal.
It’s the
beginning.
10.

62. FIS—Banking Technology and Consulting
Clients and Prospects
62

63. Life of a Piece of Content
Idea
Paperless Banking
Facebook
Page
E-mail
Campaigns on
Efficiency
Create White Paper
• Research
• Survey
Post to
Website
Create Sell
Sheet
Article Pitch Speaking Pitch
Articles in
Trade
Publications
Industry
Websites
Postings
LinkedIn
Group
Webinars
Both Free and
Fee Based
Sales
Pipeline
Our Team
Site
Company
Intranet
Links to
LinkedIn

64. ©AnnArborSPARK
Summer Marketing Roundtable Events:
Summer Workshops: July 9th & August 13th