Inbound Marketing:Content

great product, poor marketing

mediocre product, great marketing

great product, great marketing

“put a dent in the universe”

Be Remarkable

7

StrategiesTactics

Strategies

Wow!

Compelling• Storytelling• Visually Appealing• StickyRemarkable• Gifty• Shareable• Accessible

Inciting Incident

Conflict

Climax

Compelling: Storytelling

• Democratization of computing power

Inciting Incident

• Desktop Publishing

• Multimedia PCs• Digital

Photography• Digital

videography

Self-publication explodes • Blogging

• P2P File Sharing• Photo/Video

Sharing

File Sharing

• MySpace• LinkedIn• Facebook• Twitter

Social Networking

OpeningValue

Conflict

ClosingValue

Compelling: Visual

simplicityrestraint

Compu

ters &

Mathem

atical

Engine

ers & Te

chnicia

ns

Life Sc

ientist

s

Physic

al Sci

entist

s

Social

Scien

tists

Scienc

e Tech

nician

s

Postse

condar

y Teac

hers

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

Graph of Left-Brained Employment by Profession

Computers & MathematicalEngineers & TechniciansLife ScientistsPhysical ScientistsSocial ScientistsScience TechniciansPostsecondary Teachers

Postsecondary Teachers

Physical Scientists

Life Scientists

Science Technicians

Social Scientists

Engineers & Technicians

Computers & Mathematical

0.22

0.25

0.26

0.27

0.52

2.32

3.45

Left-Brained Professionals

Millions Employed

Source: U.S. Bureau of Labor Statistics, 2009

Compelling: Visual

CRAP

o n t r a s te p e i t i o nl i g n m e n trox i m i t y

when using contrast, go big or go

home

for unity

repeat design

elements

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Nullam vel augue eros, convallis bibendum augue.

Aenean venenatis varius orci, quis adipiscing arcu mattis

quis. In egestas sem et velit adipiscing pretium.

alignment

Lorem ipsum dolor sit ametconsectetur adipiscing elit. Nullam vel augue eros

Etiam interdum fringilla lectus sed suscipitPellentesque dui purus, facilisis id molestie non, adipiscing vitae erat. Ut lorem quam, ornare vitae scelerisque et, rutrum vitae odio. Cras sagittis enim eget nisl mollis euismod. Phasellus nec lectus quam, vel gravida neque. Nullam at condimentum velit. Integer nunc eros, eleifend et lobortis lobortis, elementum at massa.

Mauris id nunc miOrnare tincidunt turpis. Aenean neque metus, dignissim quis luctus placerat, volutpat id urna. Cras lacinia enim quis ligula ullamcorper a luctus nisi suscipit. Donec sed orci vel magna rutrum posuere ullamcorper id massa.

Quisque accumsan tempus quamAc pretium sapien rutrum et. Aenean fermentum risus eu urna tincidunt rhoncus. Aliquam a sapien non felis auctor tristique non lobortis diam. Ut sit amet massa libero. Fusce tellus urna, sagittis condimentum fringilla a, tincidunt a dolor. Nullam adipiscing lorem vel lorem ultricies sed facilisis ligula eleifend.

Sed euismod sapien at orci dignissim consectetur ac quis turpis. Maecenas ac leo augue. Integer eget diam tristique risus laoreet feugiat quis eu nunc. Cras vel egestas orci. Sed ac mauris massa.

proximity

Remarkable: Gifty

For Immediate Release…

Sept-1, 2010Brag, blah blah blah. Brag, blah, brag, blah.

We’re awesome because blah blah blah.

Remarkable: Shareable

NOT OPTIONAL!

Remarkable: Shareable

Remarkable: Accessible

• RSS• Email• Twitter• Facebook• FriendFeed

Channels

• Text• Video• PDF• Presentation

Formats

Tactics

Blogging• Out of the Box SEO• Pages• EngagementApproach• Quantity• Consistency• Balance Diet

Blogging

SEO Features Baked In

Permalinks

Blogging

SEO Features Baked In

Titles

Meta Descriptions

Keywords

Blogging

More pages = more juice

Blogging

Engagement

Approach

Instead ofmonolithic

white papers

Break upthe chapters

and sections

Into

Smaller, bit sized

Blog posts

Quantity

Approach

Consistency

Approach

Balance & variety

Stra

tegy • Compelling

• Storytelling

• Visual Design

• Stickiness• Remarkable• Gifty• Shareable• Accessible

Tact

ics

• Blogging• SEO• Pages• Engaging

• Approach• Quantity• Consisten

cy• Diet

Thank You

Email:jon.dipietro@bridge-soft.com

Blog:domesticatingit.com

Twitter:@JonDiPietro

Book:“Social Media for Engineers & Scientists”leftbrainhandbook.com