Post on 09-May-2015
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#ContentMarketingArtOfWar | @johnvlane
Content MarketingArt of WarSecond Edition
The nature of ground — marketplace and channels — is the fundamental factor in creating content that is primed for victory.
#ContentMarketingArtOfWar | @johnvlane
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70% of the buyer’s journey is over before the first sales touch.
Corporate Executive Board Marketing Leadership Study, 2011
The average shopper uses sources before buying, twice as much as in years past.
5.27
10.4
2010 2011
http://www.zeromomentoftruth.com/
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A Better One.
70%focuses on winning the first
Content Marketing
by delivering value before the sale.@johnvlane
The Take-Away:Creating content without understanding the groundis less profitable than creating no content at all.
#ContentMarketingArtOfWar | @johnvlane
Know yourself. Know your audience.
If you don’t know both equally well, you can’t possibly close the distance between.
#ContentMarketingArtOfWar | @johnvlane
The Take-Away:Create a shared agenda.
#ContentMarketingArtOfWar | @johnvlane
In content, volume alone confers no advantage. One insight can conquer 1,000 foes.
#ContentMarketingArtOfWar | @johnvlane
The Take-Away:Provide evidence and show your work.
#ContentMarketingArtOfWar | @johnvlane
The job your content has to do today is easier than the job it'll have to do tomorrow.
Be industrious today.
#ContentMarketingArtOfWar | @johnvlane
Mobile enables unique customer insights for location and time-specific targeting. Explore @ ibm.co/Xx0trH #ibmmobile
The Take-Away:Create content that expands both search and social surface area.
#ContentMarketingArtOfWar | @johnvlane
Delivering content in context requires more than identifying the channel your audience prefers.
It requires knowing why they prefer it.
#ContentMarketingArtOfWar | @johnvlane
Average Tennis Fans...
• Are men, 35-49 years old (56% male)
• Are 93% more likely to have a post-grad degree
• Are more likely to be in senior management
• Are mobile-centric117,000,000 mobile page views of US Open Coverage
The Take-Away:Design and place content for moments of need.
#ContentMarketingArtOfWar | @johnvlane
Straightforward content generally leads to engagement.
Surprising content generally leads to victory.
#ContentMarketingArtOfWar | @johnvlane
The Take-Away:You don’t have to be outlandish to “go viral.” You have to be focused on who you want to go viral with.
#ContentMarketingArtOfWar | @johnvlane
Brand is a powerful weapon.
The knowledge behind the Brand is of greater value.
#ContentMarketingArtOfWar | @johnvlane
Install a Pebble Tile Accent WallThe bathroom can be a inviting beautiful room that can add a lot to your home with just a few simple changes, such an a pebble tile accent wall.
The Take-Away:Think of your brand as an access point — delivering the knowledge your audience craves and can’t afford.
#ContentMarketingArtOfWar | @johnvlane
Don't value your content over the job you need your content to do.
#ContentMarketingArtOfWar | @johnvlane
The Good...
The Sad...
The Ugly.
The Take-Away:Always be willing to ask, “Is this content what my audience wants, or what I want?”
#ContentMarketingArtOfWar | @johnvlane
If you want your content to overcome its enemy, you have to really understand its enemy.
The enemy is: average.
#ContentMarketingArtOfWar | @johnvlane
If you want to do a "Real world" test, make a bootable CD-ROM with one of the Linux distros, such as Knoppix. Boot the servers off the CD-ROMs and then unplug your UPS's. This doesn't replace the drivers & monitoring software, but gives you another way to test, to relieve any lingering concerns you, your boss, or any auditors involved may have. You will still want to do this off hours, or on a weekend.
The Take-Away:Find ways to make the commonplace new.
#ContentMarketingArtOfWar | @johnvlane
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#ContentMarketingArtOfWar | @johnvlane