APMP San Antonio Region April 26, 2016...APMP San Antonio Region – April 26, 2016 When Two Worlds...
Transcript of APMP San Antonio Region April 26, 2016...APMP San Antonio Region – April 26, 2016 When Two Worlds...
APMP San Antonio Region – April 26, 2016
When Two Worlds Collide Proposal Management Meets Content Marketing
Presented by:
Julie Wickert True Story Communication
[email protected] 512-914-6882
Your challenge?
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“Trustworthy partner”
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Cross-pollinate
Proposal Management
Content Marketing
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“Proposal management involves implementing repeatable processes and techniques for team collaboration to improve proposal quality. Managing a proposal involves defining the process, planning the content, and coordinating reviews, as well as assigning staff and coordinating their activity.”
-- captureplanning.com
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“Content marketing is a strategic
marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
-- Content Marketing Institute
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Planning is key.
Topic
Core Message(s)
Topic
Topic
Topic
Topic
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Topics +
Audiences +
Vehicles *
Prioritization =
Editorial calendar
Content marketing plan: formula
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Decision matrix © True Story Communication 2016
Win Theme
Proof
Proof
Proof
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What makes a good story?
“Act I: Get your hero up a tree.
Act II: Throw rocks at him.
Act III: Bring him down.”
Robert McKee, screenwriting instructor to 26 Academy Award winners and 125 Emmy Award winners
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What makes a good story?
# 3. Narrative structure
# 2. Senses and emotions
# 1. Customer relevance
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Source: http://www.wom10.com/wp-content/uploads/2011/06/Blogging-cartoon-boring.jpg
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Resources
Content Marketing Institute http://contentmarketinginstitute.com/ Story: Substance, Structure, Style and The Principles of Screenwriting, Robert McKee. Stories that Sell, Casey Hibbard (and associated Success Story Marketing LinkedIn group)
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