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From Boring to BOOM!How to write B2B content that packs a punch
Chelsea Reay, Head of Content
[email protected]: @Fieldworks
CREATIVITY COMMERCE CONUNDRU
M [email protected]: @Fieldworks
“Every year there’s a huge increase in the total amount
of content being created. Most of that content is just
wallpaper.”
Todd Wheatland, Global Head of Strategy, King Content
STOP
STOP
Telling your story instead of theirs
STOP
Trying to tell everyone EVERYTHING at once
[email protected]: @Fieldworks
IF THEY WANT THE TAP, DON’T SELL THEM THE SINK
STOP
Selling! Selling! And more selling!
START
START
Giving yourself time to think
START
Segmenting – without dehumanising
Learnings
Challenges Challenges Challenges Challenges
Responsibilities
Responsibilities
Responsibilities
Responsibilities
Persona name
Persona name
Persona name
Persona name
Persona targeting
Learnings Learnings Learnings
START
Challenging yourself creatively
CONTINUE
CONTINUE
Repurposing (but not repeating)
CONTINUE
Listening to what works
CONTINUE
Making sure your content is a valid part of the prospect journey
ASK YOURSELF THE GOLDEN QUESTION…
WOULD I READ THIS?