engaging content: the lasting power of persuasive content

ENGAGING CONTENT

the lasting power of persuasive contentJune 19, 2012

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content marketing is all the rage: “it’s the new black”

content marketing has always been a professional services marketing

staple … for good reason

your buyers say they like receiving your substantive content

the question is not whether content marketing makes sense; it’s how to make

sure your content is consumed

“you can’t bore people into buying your product or service”

— David Ogilvy

“everyone communicates, few connect”

threshold question: what is content?

many of us have all grown up believing and have been educated to believe that content is blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah- blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah. . .

ever heard the comment “text heavy”?

separated at birth?

even back in the day, ideas were shared with more than text

rethink content as a salad bar

not everyone likes the same content in the same helpings (especially on the web)

a balanced diet in practice

beyond a balanced diet … more ideas for engaging content

relevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively

engaging content is

relevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively

engaging content is

relevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively

engaging content is

relevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively

engaging content is

relevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively

engaging content is

relevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively

engaging content is

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tips and examples by medium

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adswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateral proposals

tips and examples by medium

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before

after

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tips and examples by medium

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WELCOME TO US MORE THINGS ABOUT USRECENT NEWS ABOUT US

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tips and examples by medium

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in a small world, “context is king”

your site on mobile

your mobile site on mobile

adswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateral proposals

tips and examples by medium

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adswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateral proposals

tips and examples by medium

#gbwebinar

adswebsites and minisitesmobile blogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateral proposals

tips and examples by medium

#gbwebinar

adswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateral proposals

tips and examples by medium

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before defeats the potential reader

after invites the potential reader

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tips and examples by medium

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adswebsites and minisitesmobileblogsemailspackaged events white papers, alerts, newslettersbrochures and collateral proposals

tips and examples by medium

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think outside of the container

relevant, useful and temporaleasy to get-through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively

engaging content is

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questions?

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ENGAGING CONTENT

the lasting power of persuasive contentJune 19, 2012