engaging content: the lasting power of persuasive content
DESCRIPTION
Yes, content is king in professional and other knowledge-based marketing. But content only rules if it is shared in an engaging way. Delivering content is one thing; delivering persuasive, useful, brand-building content is another. During this presentation you will find principles of user-focused, courteous, attention-earning content for any medium—websites, blogs, e-alerts, brochures, white papers, proposals—even conversations.TRANSCRIPT
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
adswebsites and minisitesblogsmobileemailspackaged 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
#gbwebinar
before
after
adswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateral proposals
tips and examples by medium
#gbwebinar
WELCOME TO US MORE THINGS ABOUT USRECENT NEWS ABOUT US
adswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateral proposals
tips and examples by medium
#gbwebinar
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
#gbwebinar
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
#gbwebinar
before defeats the potential reader
after invites the potential reader
adswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateral proposals
tips and examples by medium
#gbwebinar
adswebsites and minisitesmobileblogsemailspackaged events white papers, alerts, newslettersbrochures and collateral proposals
tips and examples by medium
#gbwebinar
think outside of the container
relevant, useful and temporaleasy to get-through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
engaging content is
#gbwebinar
questions?
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if you like this program, you may also like
ENGAGING CONTENT
the lasting power of persuasive contentJune 19, 2012