What's the most critical thing to know in creating content that drives business for your brand? There's one thing to always keep top of mind, and that one thing differs for B2B and for B2C. (This is half of a co-presentation I did for New Media Expo with a co-presenter.)

1. The Scoop on Content
Ann Handley - @marketingprofs

2. 30 minutes…
READY?

5. If your customer signed your
paycheck, what would your
marketing look like?

10. Psst!
Free research report (B2B & B2C):
Slideshare.net/MProfs

11. It’s awesome. (Mostly.)

14. “The best marketing doesn’t feel like
marketing.”
-- Tom Fishburne
Marketoonist.com

15. The best content is content
worth sharing.

19. Connecting people with great experiences

20. “We want to love our fans more than
they love us. We show it by putting
them at the center of our story.”
-- Mike Hayes
Ben & Jerry’s

21. In B2B, the best content is
Content as a Service.

22. Will your customers
THANK YOU
for your content?

23. Two-minute
case study:
Kinvey

24. Ultimate in
“Content as
a Service”:
Serving
audience is
#1.

26. “Your top-of-funnel
content should be
intellectually divorced
from your product, but
emotionally wed to it.”
– Joe Chernov, Kinvey

27. Ideas you can steal:
•Tell a story bigger than your brand: Will a reader
THANK YOU?
•Content worth sharing (B2C) or Content as a
service (B2B)
•Find your foothold.
•Think content ecosystem, not content campaign.
•To gate or not to gate: Weigh the factors.

28. This is Joe.
What happened?
25% of all leads in
Q4 2012
Which meant…

30. Let’s talk, #NMX!
@marketingprofs
@marketingprofs
@michaelterpin