Content Marketing Art of War - Second Edition - John Lane - Centerline
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Transcript of Content Marketing Art of War - Second Edition - John Lane - Centerline
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#ContentMarketingArtOfWar | @johnvlane
Content MarketingArt of WarSecond Edition
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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
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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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Owned
Earned Paid
Shared
One View...
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Owned Earned
Paid
Shared
Website
eBooks
SlideShare Presentations
Our Building
YouTube
Delicious
Quora
Speaking Opps& Events
Published Articles
Awards
Keyword Buys
Sponsorships
Google+
A Better One.
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70%focuses on winning the first
Content Marketing
by delivering value before the sale.@johnvlane
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The Take-Away:Creating content without understanding the groundis less profitable than creating no content at all.
#ContentMarketingArtOfWar | @johnvlane
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Know yourself. Know your audience.
If you don’t know both equally well, you can’t possibly close the distance between.
#ContentMarketingArtOfWar | @johnvlane
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The Take-Away:Create a shared agenda.
#ContentMarketingArtOfWar | @johnvlane
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In content, volume alone confers no advantage. One insight can conquer 1,000 foes.
#ContentMarketingArtOfWar | @johnvlane
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The Take-Away:Provide evidence and show your work.
#ContentMarketingArtOfWar | @johnvlane
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The job your content has to do today is easier than the job it'll have to do tomorrow.
Be industrious today.
#ContentMarketingArtOfWar | @johnvlane
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Mobile enables unique customer insights for location and time-specific targeting. Explore @ ibm.co/Xx0trH #ibmmobile
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The Take-Away:Create content that expands both search and social surface area.
#ContentMarketingArtOfWar | @johnvlane
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Delivering content in context requires more than identifying the channel your audience prefers.
It requires knowing why they prefer it.
#ContentMarketingArtOfWar | @johnvlane
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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
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The Take-Away:Design and place content for moments of need.
#ContentMarketingArtOfWar | @johnvlane
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Straightforward content generally leads to engagement.
Surprising content generally leads to victory.
#ContentMarketingArtOfWar | @johnvlane
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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
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Brand is a powerful weapon.
The knowledge behind the Brand is of greater value.
#ContentMarketingArtOfWar | @johnvlane
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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.
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The Take-Away:Think of your brand as an access point — delivering the knowledge your audience craves and can’t afford.
#ContentMarketingArtOfWar | @johnvlane
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Don't value your content over the job you need your content to do.
#ContentMarketingArtOfWar | @johnvlane
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The Good...
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The Sad...
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The Ugly.
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The Take-Away:Always be willing to ask, “Is this content what my audience wants, or what I want?”
#ContentMarketingArtOfWar | @johnvlane
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If you want your content to overcome its enemy, you have to really understand its enemy.
The enemy is: average.
#ContentMarketingArtOfWar | @johnvlane
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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.
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The Take-Away:Find ways to make the commonplace new.
#ContentMarketingArtOfWar | @johnvlane
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#ContentMarketingArtOfWar | @johnvlane