Rocket content
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(rocket content)Your b2b secret weapon.
Flickr photo credit: mayhem
hurdlescore challengeEnterprise decision-makers are here
Flickr photo credit: Elizabeth Haslam
Influence
Not at allLightlyHeavilyLittle
how executives find business information
• 77% view guidance from colleagues at work as very valuable, compared to 43% maintaining the same view of online communities
• 22% see “guidance from contacts in online communities” as “very valuable”
• 74% find the Internet, as an information source, “very valuable”
• 51% percent find information from “at-work contacts” to be “very valuable”
• 53% prefer to “gather information for decision making” themselves, while 47% either “start the process and forward it to others to complete,” or “assign others to gather the information”
• Only 16% of “non-IT execs read work-related blogs daily”
Flickr photo credit: Kent3ed
rocket content…
Shoots up chain of command Influences everyone it touches
Is irresistibly-shareable Helps sell upward, internally
Gets to the top.
Flickr photo credit: Intiaz Rahim
To get here…
…aim a little lower.
Flickr photo credit: rustman
Your link to the C-Suite
• More likely to understand & get excited about value prop
• Acts as decision support to BDMs
• More likely to be engaged in social media
• Has more time to listen to you
• Isn’t on the “About Us” page
Flickr photo credit: Matti Mattila
Ponder these questions:Can I easily imagine this content…
…being passed to an executive?
…being referenced in a presentation?
…being used as a counterpoint to an objection?
…making someone pick up the phone?
Flickr photo credit Piero Sierra