valeria maltoni - content that works: how content creates value and business impact
DESCRIPTION
Sales Acceleration Summit - This session is now available on demand: http://www.insidesales.com/events/2014/sales-acceleration-summit/valeria-maltoni Session Overview The success of branded content has not gone unnoticed among many marketers who do understand the need for content marketing as they court the attention and preference of digitally enabled, multi-screen empowered, and product savvy customers. To implement this facet of digital/social strategy successfully, marketers need to become content creators. As publishers, brands quickly discover that content that works goes beyond grabbing attention, long the focus of branding, to delivering experiences. Learn how to keep content relevant by developing a clear content marketing framework to address the right people at the right time, wherever they happen to be – in real time and over time.TRANSCRIPT
#SalesSummit | @ConversationAge
#SalesSummit | @ConversationAge
How content creates value, delivers business impact
Valeria Maltoni
#SalesSummit | @ConversationAge
Without digital content, neither customers nor search engines will be able to engage
with brands online.
#SalesSummit | @ConversationAge
Content is the Currency of the social Web. Good Content is intentional, relevant, and
delivers business impact.
”“
#SalesSummit | @ConversationAge
60.3%
#SalesSummit | @ConversationAge
Source: Altimeter Group, 2012
What it takes:
12 content types
#SalesSummit | @ConversationAge
1. Establish Credibility
#SalesSummit | @ConversationAge
Take away: make it easy
#SalesSummit | @ConversationAge
2. Give Concrete Reasons to Care
#SalesSummit | @ConversationAge
Take away: make it about them
#SalesSummit | @ConversationAge
3. Provide a Path Forward
#SalesSummit | @ConversationAge
Take away: build confidence
#SalesSummit | @ConversationAge
ITERATIVEIMPROVEMENT
#SalesSummit | @ConversationAge
#SalesSummit | @ConversationAge
How content creates value, delivers business impact
http://www.pmdigital.com/@pmdigital