Abstract: As Content Marketing becomes more influential in purchase decisions, companies are challenged with delivering a constant stream of original content to customers. Product engineers, account managers, and C-level executives are now called upon to author content in the form of thought leadership, product collateral, and PR materials. Companies can enforce style & messaging guidelines, but even those policies do not guarantee a high-quality result that will mesh with the content mix. If you haven’t been approached by your marketing department to author new content, don’t get too comfortable; you might be next. Our webcast will cover the Best Practices of professional writing to prepare and encourage you to create valuable content for your customers. Takeaways from the webcast include: Techniques for addressing your audience Bringing “boring” content to life Balancing product and brand through messaging Establishing a voice through your content But really…why do writing skills matter? A 2012 study conducted by B2B Magazinesurveyed 440 B2B professionals and concluded Content Marketing to be the most utilized tool for lead generation purposes: 51% of participants cited Content Marketing 38% cited Brand Awareness 34% cited Thought Leadership 29% cited Sales In addition, a 2012 study conducted by the Content Marketing Institute revealed that on average, B2B marketers develop and deliver 12 forms of content to customers — 4 more than what the study concluded last year (8). Increasingly popular forms of content included research reports, videos, mobile content, and virtual conferences. About the Presenter: Nick Pinkerton, Assistant Marketing Manager Nick manages a variety of Regalix and client-driven projects, specializing in content and messaging for product videos, email campaigns, and social media. Prior to joining Regalix, he worked in professional sports sales and in marketing for the PC hardware industry. Nick holds a bachelor’s degree in Communication from Santa Clara University.
2. Background Current: Assistant Marketing Manager at Regalix
Past: PC Hardware: Marketing and Communications Professional Sports
Sales Education: Santa Clara University Bachelors in Communication
(Media Studies) 3. Takeaways: YourSchwag Bag Techniques for
addressing your audience Bringing boring content to life Balancing
product and brand through messaging Establishing a voice through
your contentYoure getting the digital version of this 4. Why do you
matter? 5. Content MarketingGenerates Leads2012 B2BMagazineSurvey
6. Content Volumes are
Increasing2012ContentMarketingInstituteSurvey 7. This is why you
matterMarketingProductDevelopmentSalesAnimatedWhite
PaperDemoThoughtC-Level LeadershipCONTENT MIX EmailContentAUDIENCE
8. Challengeshow can weguarantee QUALITY?how do we make this
CONSISTENTwith the BRAND? 9. Messaging Checklist Audience Words
Visuals Product Brand You! 10. #1 Addressing Your Audience Always
start with a baseline of 0 Become a Consumer Make them feel like
they are learning Guide them through your content 11. Always Start
with aBaseline of 0 Addressing Your AudienceReinforce thedefining
qualities ofyour product orNeed: Many people traveling tonew
destinations take upBrand.luggage space with travel books.Benefit:
Our mobile app lets youmark the attractions &destinations youd
find in a travelbook, so you can save space formore clothes or
souvenirs. 12. Become a Consumer Addressing Your Audience Your
Audience Makeup parents fellow alumniformerfriends youd
colleaguestake a roadtripYour audience to visit everysummerpeople
youdget coffee withneighborsis made up offriends, peers,and
familymembers. 13. Make them Feel like theyre LearningAddressing
Your AudienceCommunicate aEstablish aTakeawaytakeaway andreinforce
itReinforceReinforceReinforcethroughout yourcontent. Recap 14. Keep
Your AudienceEngagedAddressing Your AudienceYour content willnever
make 100%sense to youraudience. 15. Messaging Checklist Audience
Words Visuals Product Brand You! 16. #2 Bringing Boring Content to
Life: Words The Power of Analogies Bring in Rich Media User
Interaction 17. The Power of Analogies Bringing Boring Content to
Life: WordsImage credits to NetApp.com. 18. Bring in Rich Media
Bringing Boring Contentto Life: WordsUse rich mediato explain
whatyour wordscannot. 19. User InteractionBringing Boring Content
to Life: Words LoremBring in audienceipsum this? chatter to connect
people Your to your brand.Content Loremipsum that! 20. Messaging
Checklist Audience Words Visuals Product Brand You! 21. #3
Messaging to Balance Product and Brand Understanding product
qualities vs. brand qualities Relating products back to brand
Applying to specific content types 22. Product Qualities vs.Brand
QualitiesMessaging to Balance Product and Brand (Brand)
ConvenienceBuyers can(Product) Size(Product) (Product) Timemake
purchase Compatibilitydecisions basedon product orbrand. 23.
Relating Productsto Brand Messaging to Balance Product and
BrandStrive to makeyour products &brand one inthe same. 24.
Applying tospecific ContentMessaging to BalanceProduct and
BrandCustomers liketo take breaksfrom being Image credits to
Wikipedia.com.pitched. 25. Messaging Checklist Audience Words
Visuals Product Brand You! 26. #4 Establishing a Voice for Content
= You! Where you come in Know your limits Create your story 27.
Where youcome in Establishing a Voicefor Content = You!Identify
newways forcustomers tolearn aboutyour product. 28. Know your
Limits Establishing a Voice for Content = You!Describe how Image
credits to sfgate.com.youre involvedwith yourcompany. 29. Create
your Story Establishing a Voicefor Content = You!Grow withyour
audience. 30. Recap Addressing Your Audience involves understanding
them Look beyond your words to Bring Your Boring Content to Life
Balance Product and Brand by recognizing their qualities Create
your story to Establish a Voice for Your Content. 31. Housekeeping
Time! Content Consultations Direct inquiries to
[email protected] Questions: Email or Twitter.com/Regalix
More on this Presentation Slides: SlideShare.net/Regalix
YouTube.com/RegalixInfo 32. References B2B Magazine
Surveyhttp://www.forbes.com/sites/marketshare/2012/10/15/content-marketing-the-driver-leads-b2b-marketers/
Content Marketing Institute
Surveyhttp://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/
33. Thanks!!
