thought leadership & content marketing for technology ceos

Thought Leadership

Development &

Marketing: An

Interactive Workshop

AZ Tech Council 2014 CEO Retreat

The plan1.Understand the benefits of thought leadership – benefits for

you professionally, for your company, and for the AZ tech

industry

2.Walk through the 4-step process of thought leadership

strategy, development, and marketing

3.Discover ways to develop thought leadership despite the

challenges – including leveraging existing resources to the

fullest extent

@cmmarketing

castelazocontent.com

The CEOsTony Portela, Co-Founder, onTop Technology

Corporation

Bridging the STEM Talent Gap Not About Degrees, But

Skill Sets

Mary Juetten, Founder and CEO, Traklight

3 Lessons Learned from Corporate America That Apply

to Startups Too

Clark Peterson, CEO, Telesphere & Chairman, Cloud

Communication Alliance

In an IoT World, Corporate Communication Systems

Come Out of the (Server) Closet: The Inside Story of the

Largest Refresh of Technology in Communications

History

@cmmarketing


About me

• Founder & Chief Content

Strategist at Castelazo Content

• Co-chair of the Arizona

Technology Council Workforce

Development & Education

Committee

• Board member of the Business

Marketing Association and

American Marketing Association

e: [email protected]

li: linkedin.com/in/mollycastelazo

About Castelazo

ContentWe exist to help our clients sell more.

We accomplish that by establishing the

client as a thought leader – one who leads

prospects through the sales cycle by

addressing their problems and needs,

questions and concerns.

The content we develop includes

whitepapers, blogs, bylined articles,

videos, infographics, and other content

that engages prospects, generates leads,

and converts leads into clients.


@cmmarketing

@cmmarketing


http://castelazocontent.com/

mailto:[email protected]

http://www.linkedin.com/in/mollycastelazo

http://castelazocontent.com

THOUGHT LEADERSHIP

@cmmarketing


What is a "thought leader”?

“To me, Thought Leadership

is simply about becoming an

authority on relevant topics

by delivering the answers to

the biggest questions on the

minds of your target

audience.”

– Michael Brenner, SAP

@cmmarketing


Key benefits of thought

leadershipFor companies, the benefits of thought leadership are leads generated and converted

For individuals, thought leadership is a way to build your professional brand and to give back to the community by sharing your hard-earned insights

Thought leadership from AZ tech CEOs is also great promotion of the tech industry here

Content is Queen

pages 6, 16, & 26 @cmmarketing


Thought leadership content is a

sales enabler

Pages 6, 16, & 26

Content is Queen

pages 11-14 @cmmarketing


4-step process for thought

leadership contentStep 1: Articulate what you’re

trying to achieve then determine

who the audience is, and what

insight is relevant for that

audience

Step 2: Determine what kind of

content to produce and where to

publish it

Step 3: Produce the content

Step 4: Make the content work

for you (market it)@cmmarketing


GET TO KNOW YOUR AUDIENCE

Step 1

@cmmarketing


Step 1: Get to know your audience

• What are you trying to

achieve? (Thought leadership,

yes, but what is the end

goal?)

• Who is the audience?

• What of your insight is

relevant for that audience?

Content is Queen

pages 15 & 16 @cmmarketing




achieve? (Thought leadership,

yes, but what is the end

goal?)



relevant for that audience?

Participants: Your

turn. Time to develop

step 1 of your thought

leadership strategy.

Think about, then

write, your answers

to the questions on

the left.

8 minutes

Content is Queen




Discussion


achieve?



relevant for that

audience?

Share your Step 1 strategy

in 2 minutes or less.

Content is Queen



WHAT KIND OF CONTENT WILL

YOU PRODUCE?

Step 2

@cmmarketing


Step 2: What kind of content will you produce?

• What will be the format of your

thought leadership content?

• Where will you publish it?

Content is Queen




• What type of content are you

going to produce?

• Where will you publish it?

Participants: Your




Think about, then

write, your answers

to the questions on

the left.

3 minutes

Content is Queen




Discussion

• What type of content are

you going to produce?

• Where will you publish

it?



Content is Queen



PRODUCE THE CONTENT

Step 3

@cmmarketing



• What resources do you need to produce the content?– Writer (byline articles, white

papers/ebooks)

– Videographer (video)

– Graphic designer (infographics)

– Third-party contributors (customers, partners)

• Writing process– Start with the framework

(“outline”)

– Find third-party validation (ideal if from the publication you’re targeting)

– Fill in the details of the outline

– Write a catchy introduction and tie it to a catchy conclusion @cmmarketing



Rules

• Engage – even in B2B, your audience is made up of people. People want to be engaged.

• Be relevant to both what your audience needs to hear and the insights that you can provide.

• Provide value – help the audience realize an opportunity or overcome a challenge.

@cmmarketing



Participants: Your

turn. Create a rough

outline – how do you

see developing the

insight you decided

on in Step 1 in the

format you decided

on in Step 2?

10 minutes

Rules

• Engage

• Be relevant

• Provide value

@cmmarketing



Discussion

• Create a rough outline –

how do you see

developing the insight

you decided on in Step 1

in the format you decided

on in Step 2?



@cmmarketing


MAKING THE CONTENT WORK FOR

YOU: CONTENT MARKETING

Step 4

@cmmarketing


Step 4: Market the content

This is where you fully realize the goals

that you wanted to achieve with the

content. When you’re publishing thought

leadership in an external publication it

can’t be sales-y so you have to do the

selling in other ways.

• What if you have difficulty getting the

content placed?

• How do you see this content playing

into your ecosystem?

• How can you leverage the content to

get the most mileage out of it?

Content is Queen




• How do you see this content

playing into your ecosystem?

• How can you leverage the

content to get the most mileage

out of it?

Participants: Your




Think about, then

write, your answers

to the questions on

the left.

5 minutes

Content is Queen




Discussion

• How do you see this

content playing into your

ecosystem?

• How can you leverage

the content to get the

most mileage out of it?



Content is Queen



Taking this home

Step 1: Articulate what

you’re trying to achieve then

determine who the audience

is, and what insight is

relevant for that audience

Step 2: Determine what kind

of content to produce and

where to publish it


Step 4: Make the content

work for you (market it)

Molly Castelazo, Chief

Content Strategist


[email protected]

linkedin.com/in/mollycastelazo

@cmmarketing

http://castelazocontent.com

mailto:[email protected]

http://linkedin.com/in/mollycastelazo

thought leadership & content marketing for technology ceos

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end result

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