Selling Guns to Gandhi: Getting Content Buy-In - Pubcon New Orleans 2014
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Creating, managing and distributing useful, usable content on a regular basis is hard enough, but have you ever tried to sell it? Agencies and in-house teams alike are having a hard time getting buy-in for meaningful content initiatives that provide tangible value for their target audience. All too often decision makers tie our hands, focusing too heavily on what competitors are doing instead of highlighting their unique value in a way that resonates with the people that matter most: Customers. This presentation aims to provide actionable tips, tactics and real world use cases for selling strategic content to the people who write the checks.
Transcript of Selling Guns to Gandhi: Getting Content Buy-In - Pubcon New Orleans 2014
SLIDE #9 - So You’ve Heard about Web Content Strategy. Now What? by Nell Kauls – LinkSLIDE #10 - Web Strategies Sites Content Matrix – LinkSLIDE #11 - Using Mind Maps for UX Design by Catriona Cornett – LinkSLIDE #12 - Content Inventory – Degree Programs by Russ Beeson – LinkSLIDE #13 - How User Personas Can Improve Your SEO Strategy by KISSMetrics – LinkSLIDE #14 - Content Templates to Get Your Clients Thinking Content-First by James Deer – LinkSLIDE #15 - Governance Model for SharePoint 2010 by Microsoft – LinkSLIDE #54 - Academia Sucks the Soul Out of Design The Presentation Designer – LinkSLIDE #57 Developing an Experience Strategy in 4 Parts by David Armano – Link
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1. Content Strategy: Connecting the Dots Between Business, Brand & Benefits by Rahel Anne Bailie & Noz Urbina– Link
2. Managing Enterprise Content: A Unified Content Strategy by Ann Rockley – Link3. Selling Content Strategy by Karen McGrane – Link4. The Business of Content by Melissa Rach – Link5. Selling the Value of Your Content Strategy By Steve Walker – Link6. Content Strategy: 3 Ways to Get Buy-In from the Corner Office by Ahava Leibtag –
Link7. Pitch Before You Plan: Selling Content Strategy Internally by C.L. Kennedy – Link8. 2 Foolproof Methods for Getting Content Marketing Buy-In by Joe Pulizzi – Link9. Why Your CEO Doesn’t Care About Content Marketing by Chris Winfield – Link10. Selling Content to the C-suite Ahava Leibtag– Link11. Starting Out Organized: Website Content Planning The Right Way by Kristin
Wemmer– Link12. Selling Content Strategy: A Continuous Process by Rick Allen – Link13. Prove Content Marketing ROI to Your CEO: 4 Values to Communicate by DJ Miller –
Link14. Getting Internal Buy-In For a Content Marketing Strategy by J-P De Clerck – Link15. Content Marketing: How To Sell Executives On The Idea & Cost Greg Shuey– Link16. How To Get Your Breakthrough Ideas Approved by Decision Makers by Charles
Purdy – Link17. Selling to Big Companies by Jill Konrath – Link18. The Win Without Pitching Manifesto by Jey Pandian – Link19. Super Awesome Content Strategy Worksheet by Steve Floyd – Link
Steve FloydFounder / Principle at AXZM
twitter: @nawlreadyphone: (214) 272-9109
www.axzm.com
For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed (even before design).
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