We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload. Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer. So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base? The answer is content marketing. More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve.

2. Carla Johnson
Principal,
Type A Communications
Jason Stewart
Vice President, Demand Generation
Annuitas Group
!
Pawan Deshpande
Founder, CEO
Curata
!

3. Pawan Deshpande
Founder, CEO
Curata

6. 560 / Day
!

7. 3,000 / Day
!

8. 13,000 / Day
!

9. In 2014 it’s the relationship that matters.
We have to not only GRAB attention from
the audiences that matter. We have to hold
it, so that WE matter to them.
!

15. 1,800,000 Views
6 Years Human Time
16 Years Human Time
Every Hour...
185,000,000 Views
1,200 Years Human Time
How will we ever
get that many....

18. The Network Effect
Avg. <7,000 Views
New Audiences For Blog
1st Cisco content aired on
TV – For Free
Direct engagement with
specific customers AT&T
New York Times, Verizon

19. 1,800,000 Views
But Only 1 Counted

21. CUSTOMER:
Contractors
Educators
Local
Governments
Architects
AUDIENCE:
Contractors
Educators
Local
Governments
Architects
Consultants
Firefighters
Constituents
A Different Story:
The SOURCE for all authoritative fire, electrical and building safety.
!
Use disruptive trends in their industry to pull the “competition”
influencer into their community and user their biggest threat as their
biggest strength - and maintain and build their brand strength.

22. Welcome To Wimpy Tech
!
!
Technology company.....
!
The Windows Integrated
Management Program
(The WIMP)
!
?? Audience Personas

23. Let’s Get To The Personal UVP
!
!
Meet Jeremy
!
•
Mid
30’s
–
Coffee
lover
•
Works
at
a
bank
•
Responds
to
email;
phone
not
so
much.
•
Frustrated
because
his
company
is
growing
too
fast
to
keep
up
with
support
•
Young,
family
man
•
Sales
USP:
Enable
Jeremy
to
be
25%
more
effecQve!
•
Personal
(Audience)
UVP:
Give
me
more
Qme
to
be
me!!

24. Let’s Get To The Personal (Audience) UVP
!
!
Meet Cheryl
!
•
CFO
for
the
bank
-­‐
actually
signs
the
check
for
Wimply
Tech
•Sales
USP:
Save
hundreds
of
thousands
of
dollars
•
Personal
UVP:
Make
me
a
CFO
Rockstar
in
my
industry

25. !
!
Who Else?
Let’s Get To The Personal UVP
!
•
Who
else
might
be
an
influencer
/
audience
persona?
•
While
you
think...
Maybe
some
other
examples...
!
The Keys To Audience Personas
•
Detail
-­‐
make
them
real
people
•
Understand
their
moQvaQon
•
What
is
VALUE
for
them
•
What
EMOTIONAL
CONNECTION
can
we
make
with
them?

26. Go Get The Real Story
!
!
Put your reporter hat on...
!
•
WHO
is
the
persona
...
emoQonally
adached
•
WHAT
does
he/she
do?
What
does
her
day
look
like?
•
WHERE
is
the
gap
in
his
needs/wants?
Even
beyond
our
product
or
service?
•
WHEN
do
they
need
to
close
this
gap?
•
WHY
does
he
care
about
US
-­‐
Not
our
product!
!

27. One innovative example…!
•
•
•
•
•
•
Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour*
Visited*30*Customers*in*10*ci?es*over*12*Weeks**
NOT*About*Product*–*About*Connec?on*
Discoveries*Galore…*Photos*Galore…*Stories*Galore…*
They*didn’t*care*about*75%*the*stuff*we*were*talking*about.*
Wanted*us*to*help*them*with*adop?on*programs….**More*FUN*