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Design for ActionA Blueprint for Content MarketingTamsen WebsterCMO and SVP, Executive Communciations and Coaching, Oratium
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Joe Smith: How to use one paper towelhttp://www.ted.com/talks/joe_smith_how_to_use_a_paper_towel?language=en
www.oratium.com oratium, llc 2015
http://www.ted.com/talks/joe_smith_how_to_use_a_paper_towel?language=en
ContentSequenceEngagementRIGHTRIGHTRIGHT
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ContentRIGHT
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Know - Believe - Do
@tamadear@tamadear oratium, llc 2014
WHO is the audience?
@tamadear oratium, llc 2014
What do you want them to DO?
@tamadear oratium, llc 2014
What problem will that solve for them?
@tamadear oratium, llc 2014
What do you they need to BELIEVE to do it?
@tamadear oratium, llc 2014
What do they need to KNOW?
@tamadear oratium, llc 2014
SequenceRIGHT
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ConnectRetrieveProcess
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ABCD
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To make your CONTENT understandable and memorable
You must create a sequence where each point creates logical context for the point that follows
XCNNPHDFBICIANCAAX
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in the same order, in fact?
What question will this raise?
@tamadear oratium, llc 2014
www.oratium.com oratium, llc 2015
EngagementRIGHT
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ABCD
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TimeAttention
70%20%100%
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The Human Walking Programhttp://vimeo.com/92823193
www.oratium.com oratium, llc 2015
http://vimeo.com/92823193
Problem
?
Insight
Insight
Insight
Action
?
?
?
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Open with the problem
Ask, What question will that raise?
Answer with your insight
Ask again, and so on until your call to action
Thats it in theorylet me show you in practice
EngagementRIGHTSequenceRIGHTContentRIGHT
www.oratium.com oratium, llc 2015
INBOUND15
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