NOVEMBER 26, 2011

CONTENT-BASED MARKETING FOR RAPIDLY GROWING

COMPANIES

CHANGE ALL AROUND US

• “There is no reason anyone would want a computer in their home.”

• Ken Olson, president, chairman and founder of Digital Equipment Corp., 1977

• “The concept is interesting and well-formed, but in order to earn better than a ‘C,’ the idea must be feasible.”

• A Yale University management professor in response to Fred Smith’s paper proposing reliable overnight delivery service. Smith went on to found Federal

Express Corp.

• “We don’t like their sound, and guitar music is on the way out.”

• Decca Recording Co. rejecting the Beatles, 1962.

• “This fellow Charles Lindbergh will never make it. He’s doomed.”

• Harry Guggenheim, millionaire aviation enthusiast.

CHANGE!

India, will have the highest working population in the World — 700 million people out of 1.1 billion people are young; the young population will continue till 2050.

“ICT in general and broadband in particular contribute substantiallyto growth of GDP and towards poverty elevation by improving access with equity. As per study, 10% increase in broadband penetration accounts for 1.38 percentage increase in the per capita GDP growth in developing economies.”

PEOPLE

TECHNOLOGY IMPACT CHEAPER DEVICES

$35

only

CONSUMERISM

REALITY

• Influence• Thought Leadership

• Shorten Sales Cycle• Create the platform

• Increase revenue and profitability

More COMMUNICATIO

N

Content is the biggest thread thatwill connect economies and people together

COMMUNICATION IS ABOUT GOOD, CONSISTENT CONTENT

HOW IT MEDIA MAPS TO THE PURCHASE CYCLE

Courtesy: TechTarget

"Content marketing is the cornerstone of our strategy. We've learned that it's all about relevance. Without relevance, no sexy tagline will bring customers into the fold. We believe that if we can deliver relevant

content to our user community, it will amplify word of mouth dramatically.“

Lisa Arthur, CMO, MindJet Corporation

BUILD A ROBUST CONTENT PROGRAM

5 GANDHIAN PRINCIPLES FOR CHANGING THE WORLD

1. Change Yourself• You must be the change you want to see in the world

2. You are in Control• Nobody can hurt me without my permission

3. Without action you aren’t going anywhere• “An ounce of practice is worth more than tons of

preaching.”

4. Persist• “First they ignore you, then they laugh at you, then they

fight you, then you win.”

5. Continue to grow and evolve• ”Constant development is the law of life, and a man who

always tries to maintain his dogmas in order to appear consistent drives himself into a false position.”

SAID MAHATMA GANDHI…

• “I do not want my house to be walled in on all sides and my windows to be stuffed. I want the cultures of all the lands to be blown about my house as freely as possible. But I refuse to be blown off my feet by any.”

PETER@YORKECOMMUNICATIONS.COM

GO BUILD CONTENT!PETER@YORKECOMMUNICATIONS.COM