inbound marketing workshop - content
TRANSCRIPT
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Inbound Marketing:Content
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great product, poor marketing
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mediocre product, great marketing
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great product, great marketing
“put a dent in the universe”
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Be Remarkable
7
StrategiesTactics
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Strategies
Wow!
Compelling• Storytelling• Visually Appealing• StickyRemarkable• Gifty• Shareable• Accessible
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Inciting Incident
Conflict
Climax
Compelling: Storytelling
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• Democratization of computing power
Inciting Incident
• Desktop Publishing
• Multimedia PCs• Digital
Photography• Digital
videography
Self-publication explodes • Blogging
• P2P File Sharing• Photo/Video
Sharing
File Sharing
• MySpace• LinkedIn• Facebook• Twitter
Social Networking
OpeningValue
Conflict
ClosingValue
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Compelling: Visual
simplicityrestraint
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Compu
ters &
Mathem
atical
Engine
ers & Te
chnicia
ns
Life Sc
ientist
s
Physic
al Sci
entist
s
Social
Scien
tists
Scienc
e Tech
nician
s
Postse
condar
y Teac
hers
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
Graph of Left-Brained Employment by Profession
Computers & MathematicalEngineers & TechniciansLife ScientistsPhysical ScientistsSocial ScientistsScience TechniciansPostsecondary Teachers
Postsecondary Teachers
Physical Scientists
Life Scientists
Science Technicians
Social Scientists
Engineers & Technicians
Computers & Mathematical
0.22
0.25
0.26
0.27
0.52
2.32
3.45
Left-Brained Professionals
Millions Employed
Source: U.S. Bureau of Labor Statistics, 2009
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Compelling: Visual
CRAP
o n t r a s te p e i t i o nl i g n m e n trox i m i t y
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when using contrast, go big or go
home
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for unity
repeat design
elements
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium.
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Nullam vel augue eros, convallis bibendum augue.
Aenean venenatis varius orci, quis adipiscing arcu mattis
quis. In egestas sem et velit adipiscing pretium.
alignment
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Lorem ipsum dolor sit ametconsectetur adipiscing elit. Nullam vel augue eros
Etiam interdum fringilla lectus sed suscipitPellentesque dui purus, facilisis id molestie non, adipiscing vitae erat. Ut lorem quam, ornare vitae scelerisque et, rutrum vitae odio. Cras sagittis enim eget nisl mollis euismod. Phasellus nec lectus quam, vel gravida neque. Nullam at condimentum velit. Integer nunc eros, eleifend et lobortis lobortis, elementum at massa.
Mauris id nunc miOrnare tincidunt turpis. Aenean neque metus, dignissim quis luctus placerat, volutpat id urna. Cras lacinia enim quis ligula ullamcorper a luctus nisi suscipit. Donec sed orci vel magna rutrum posuere ullamcorper id massa.
Quisque accumsan tempus quamAc pretium sapien rutrum et. Aenean fermentum risus eu urna tincidunt rhoncus. Aliquam a sapien non felis auctor tristique non lobortis diam. Ut sit amet massa libero. Fusce tellus urna, sagittis condimentum fringilla a, tincidunt a dolor. Nullam adipiscing lorem vel lorem ultricies sed facilisis ligula eleifend.
Sed euismod sapien at orci dignissim consectetur ac quis turpis. Maecenas ac leo augue. Integer eget diam tristique risus laoreet feugiat quis eu nunc. Cras vel egestas orci. Sed ac mauris massa.
proximity
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Remarkable: Gifty
For Immediate Release…
Sept-1, 2010Brag, blah blah blah. Brag, blah, brag, blah.
We’re awesome because blah blah blah.
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Remarkable: Shareable
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NOT OPTIONAL!
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Remarkable: Shareable
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Remarkable: Accessible
• RSS• Email• Twitter• Facebook• FriendFeed
Channels
• Text• Video• PDF• Presentation
Formats
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Tactics
Blogging• Out of the Box SEO• Pages• EngagementApproach• Quantity• Consistency• Balance Diet
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Blogging
SEO Features Baked In
Permalinks
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Blogging
SEO Features Baked In
Titles
Meta Descriptions
Keywords
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Blogging
More pages = more juice
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Blogging
Engagement
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Approach
Instead ofmonolithic
white papers
Break upthe chapters
and sections
Into
Smaller, bit sized
Blog posts
Quantity
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Approach
Consistency
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Approach
Balance & variety
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Stra
tegy • Compelling
• Storytelling
• Visual Design
• Stickiness• Remarkable• Gifty• Shareable• Accessible
Tact
ics
• Blogging• SEO• Pages• Engaging
• Approach• Quantity• Consisten
cy• Diet
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Thank You
Email:[email protected]
Blog:domesticatingit.com
Twitter:@JonDiPietro
Book:“Social Media for Engineers & Scientists”leftbrainhandbook.com