Engaging Content: The Lasting Power of Persuasive Content
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ENGAGING CONTENT
the lasting power of persuasive contentJune 19, 2012
#gbwebinar
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if you like this program, you may also like
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content marketing is all the rage: “it’s the new black”
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content marketing has always been a professional services marketing
staple … for good reason
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your buyers say they like receiving your substantive content
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the question is not whether content marketing makes sense; it’s how to make
sure your content is consumed
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“you can’t bore people into buying your product or service”
— David Ogilvy
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“everyone communicates, few connect”
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threshold question: what is content?
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many of us have all grown up believing and have been educated to believe that content is blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah- blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah-blah. . .
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ever heard the comment “text heavy”?
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separated at birth?
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even back in the day, ideas were shared with more than text
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rethink content as a salad bar
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not everyone likes the same content in the same helpings (especially on the web)
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a balanced diet in practice
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beyond a balanced diet … more ideas for engaging content
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relevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
engaging content is
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relevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
engaging content is
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relevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
engaging content is
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relevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
engaging content is
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relevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
engaging content is
![Page 57: Engaging Content: The Lasting Power of Persuasive Content](https://reader036.fdocuments.in/reader036/viewer/2022081403/5555d77cd8b42aaf158b4fe7/html5/thumbnails/57.jpg)
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relevant, useful and timelyeasy to get through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
engaging content is
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before
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after
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adswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateral proposals
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WELCOME TO US MORE THINGS ABOUT USRECENT NEWS ABOUT US
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in a small world, “context is king”
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your site on mobile
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your mobile site on mobile
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adswebsites and minisitesmobileblogsemailspackaged eventswhite papers, alerts, newslettersbrochures and collateral proposals
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before defeats the potential reader
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after invites the potential reader
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adswebsites and minisitesmobileblogsemailspackaged events white papers, alerts, newslettersbrochures and collateral proposals
tips and examples by medium
#gbwebinar
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think outside of the container
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relevant, useful and temporaleasy to get-through, benefit-centricsubstantive and scannablestory-based and conversationalpackaged creatively
engaging content is
#gbwebinar
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questions?
#gbwebinar
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if you like this program, you may also like
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ENGAGING CONTENT
the lasting power of persuasive contentJune 19, 2012