abm: content marketing "on the go"
TRANSCRIPT
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Content Marketing: It’s Been Around Forever …
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… Just Like ABM
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Difference = Cost + Scale
=
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Content is a (Very) Longtail Strategy
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… And Outbound Is Just “Chasing the Dragon”
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Limitations of Content & Outbound
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ABM: Blend of Instant & Durable Results
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Grossly Oversimplified Visuals to Follow
Trigger Warning
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6 Principles of Content(That apply to ABM)
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Content is marketing’s product1
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Work backward from persona2
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Influencers drive distribution3
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Be helpful4
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Make the logo smaller5
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vs
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Surprise and delight6
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Stuff we’ve learned(Generally the hard way)
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Where to Begin?
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Involve Sales Early
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First Flip Thinking, Then Flip Funnel
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Fools Rush In