Remarkable Content for AMA New Orleans, Nov 2014

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@D_Shephard

#AMANOLA

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0.45%

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@D_Shephard Build a bank of evergreen or deep content that you can repurpose and recycle and reuse.

http://inmaps.linkedinlabs.com

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X% of Your Content is Redundant!

What do we have?Why do we have it?What do we need?Why do we need it?What does:• Google Analytics say?• Sales say?• Support say?• Users say?• Partners say?• Prospects say?

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Content That Exists

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Plus: Location, Content Type, Buying Stage, GTM, Purpose, Web/Marcom Area, Comments, Actions, etc. etc.

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@D_Shephard You probably have the content you need. Figure out how to deliver and integrate it into the customer experience.

http://inmaps.linkedinlabs.com

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Attract

Engage

Nurture

Sell

Deliver

Unaware

InterestEstablished

ProblemAcknowledged

Looking forSolution

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@D_Shephard content can be aligned with the sales funnel. Start with an engaging / inspirational story this will connect many more people

http://inmaps.linkedinlabs.com

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Content Target Audience

Wants

Content That Exists

Inc. SEO Content Google Wants

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Personas

Define Objectives

/ Create Templates

Query Database

Interview Employees

Interview Customers / Prospects

Publish Persons

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Personas

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Customer Journey

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Customer Journey

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Route Optimization

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Content Target Audience

Wants

Content That Exists

Content Organization

Wants

Inc. SEO Content Google Wants

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Content Target Audience

Wants

Content That Exists

Content Organization

Wants

Inc. SEO Content Google Wants

Make This!

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Content Target Audience

Wants

Content That Exists

Content Organization

Wants

Inc. SEO Content Google Wants

Make This!

Tweak / Atomize This!

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Tweak / Atomize This!

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@D_Shephard Share your personality and perspective. People can get information from Google. They like your content because they like YOU.

http://inmaps.linkedinlabs.com

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Be Interesting…

http://www.blacksquid.com.au/packaging.php

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Tweak / Atomize This!

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Tweak / Atomize This!

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Tweak / Atomize This!

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Content Target Audience

Wants

Content That Exists

Content Organization

Wants

Inc. SEO Content Google Wants

Make This!

Is It Effective?• What objective?• Who is audience & why

Tweak This!

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Content Target Audience

Wants

Content That Exists

Content Organization

Wants

Inc. SEO Content Google Wants

Make This!

Is It Effective?• What objective?• Who is audience & why

Tweak This!

Yes No

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Content Target Audience

Wants

Content That Exists

Content Organization

Wants

Inc. SEO Content Google Wants

Make This!

Is It Effective?• What objective?• Who is audience & why

Tweak This!

Yes No

Why?Why?

© 2012 NetIQ Corporation. All rights reserved.40

Content Target Audience

Wants

Content That Exists

Content Organization

Wants

Inc. SEO Content Google Wants

Make This!

Is It Effective?• What objective?• Who is audience & why

Tweak This!

Yes No

Why?Why?

Move It

Kill It

Tweak It

© 2012 NetIQ Corporation. All rights reserved.41

Content Target Audience

Wants

Content That Exists

Content Organization

Wants

Inc. SEO Content Google Wants

Make This!

Is It Effective?• What objective?• Who is audience & why

Tweak This!

Yes No

Why?Why?

Test It

Move It

Kill It

Tweak It

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