website presn content
TRANSCRIPT
Beatin’ Those Mean Old, Dirty, Nasty Content
Development Blues
Matt SlavikMarketing & Business Development
www.mattslavik.com
Sources
The Numbers Are In• 80% of decision-makers prefer to get
company info from articles versus ads. • 70% say content marketing makes them
feel closer to the sponsoring company.• 60% feel better about a company after
reading custom content on its site.• 78% feel that companies providing
custom content want to build good relationships with them.
• 80% think that custom content represents the future of marketing.
Matt Slavik | M
arketing & Business Development
2
Content Models
So, As You Might Expect…A “Content Punditocracy” has suddenly emerged.And they’re creating lots of content…about content.
Content Optimization
Content Roadmaps
Content Strategies
Content Lifecycles
Content Marketing
3
Matt Slavik | M
arketing & Business Development
This Poor Little Guy Has the Content Blues!
Content Models
Content Optimization
Content Roadmaps
Content Strategies
Content Lifecycles
Content Marketing
You got ‘dem mean old Content Blues,
Right here in Techno City.Yeah, you do, baby,
Yeah, you do.
4
Matt Slavik | M
arketing & Business Development
A technology company CEO or VPM pondering an important question and in need
of a little help.
Wow. Suddenly, all this serious stuff about
content! I have just one simple question.
So, Do You Recognize This Fellow?
Do we have lots of great material for our site,
blog, tweets, webinars, presentations, sales
tools, partners, demos and lead gen?(One simple question)
5
Matt Slavik | M
arketing & Business Development
Same guy.
But the Questions Don’t End There.
Wait a sec. Before we knock out lots of
content, we’d better ask ourselves
a few more questions….
Have we carved out the right position?Is our messaging crisp?
Are our value propositions strong?Do we clearly understand what users
want?Do we know what our competition is
saying?
6
Matt Slavik | M
arketing & Business Development
The Questions Don’t Even End There!
How can he answer all these questions?
How can he make sure that his company has great content?
How can he get it all done?
Does our content…
Create demand?Help our sales team?
Attract partners?Go to the right channels?
Yup. Still the same guy.
7
Matt Slavik | M
arketing & Business Development
It Gets Done In Three Steps
Step 2: Create a Plan
8
Matt Slavik | M
arketing & Business Development
Step 3: Deliver the Goods
Step 1: Dig In
This fellow is about to dig into a huge amount of market information. He’s clearly
happy and excited.
Sample Step 1 Deliverables
• Review of current messaging• Competitive positioning review• Market segmentation review• Rapid primary research with
customers
Step 1: Dig In
The more you know about your customers’ business problems, your competition and how your market is segmented, the better your content will be.
9
Matt Slavik | M
arketing & Business Development
Step 2: Create a PlanGood content is connected to good messaging which is connected to a good marketing plan−and the thigh bone’s connected to the hip bone.
A content plan keeps communication efforts: • Unified • In synch with a company’s goals• Focused• Proactive • Measureable
Sample Step 2 Deliverables
• Detailed plan for application of content
• Web site update plan• Partner program messaging
plan• Sales training module on
messaging
10
Matt Slavik | M
arketing & Business Development
Step 3: Deliver the Goods
If you’ve done your homework, worked your current messaging hard and developed a detailed plan, the result will be great content!
Sample Step 3 Deliverables
• Content usable across all marketing materials and programs
• A successful company or product launch
• A supply of blog postings and tweets
• An improved web site• Delivery of new sales tools• Improved product demos
Delicious content, cooked to order!
11
Matt Slavik | M
arketing & Business Development