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The Scoop on Content


     Ann Handley - @marketingprofs
30 minutes…
READY?
The Scoop on Content
The Scoop on Content
If your customer signed your
paycheck, what would your
marketing look like?
The Scoop on Content
The Scoop on Content
The Scoop on Content
The Scoop on Content
Psst!
Free research report (B2B & B2C):
Slideshare.net/MProfs
It’s awesome. (Mostly.)
The Scoop on Content
The Scoop on Content
“The best marketing doesn’t feel like
marketing.”

                     -- Tom Fishburne
                     Marketoonist.com
The best content is content
worth sharing.
The Scoop on Content
The Scoop on Content
The Scoop on Content
Connecting people with great experiences
“We want to love our fans more than
 they love us. We show it by putting
   them at the center of our story.”
                   -- Mike Hayes
                   Ben & Jerry’s
In B2B, the best content is
Content as a Service.
Will your customers
THANK YOU
for your content?
Two-minute
case study:
Kinvey
Ultimate in
“Content as
a Service”:
Serving
audience is
#1.
The Scoop on Content
“Your top-of-funnel
     content should be
 intellectually divorced
from your product, but
emotionally wed to it.”

    – Joe Chernov, Kinvey
Ideas you can steal:
  •Tell a story bigger than your brand: Will a reader
  THANK YOU?
  •Content worth sharing (B2C) or Content as a
  service (B2B)
  •Find your foothold.
  •Think content ecosystem, not content campaign.
  •To gate or not to gate: Weigh the factors.
This is Joe.

What happened?
25% of all leads in
Q4 2012

Which meant…
The Scoop on Content
Let’s talk, #NMX!




@marketingprofs
            @marketingprofs
                 @michaelterpin

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The Scoop on Content

Editor's Notes

  1. Android less competitive on Google than iOs
  2. Lessons & ideas you can steal