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Beatin’ Those Mean Old, Dirty, Nasty Content

Development Blues

Matt SlavikMarketing & Business Development

www.mattslavik.com

http://www.mattslavik.com/

Sources

The Numbers Are In• 80% of decision-makers prefer to get

company info from articles versus ads. • 70% say content marketing makes them

feel closer to the sponsoring company.• 60% feel better about a company after

reading custom content on its site.• 78% feel that companies providing

custom content want to build good relationships with them.

• 80% think that custom content represents the future of marketing.

Matt Slavik | M

arketing & Business Development

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Content Models

So, As You Might Expect…A “Content Punditocracy” has suddenly emerged.And they’re creating lots of content…about content.

Content Optimization

Content Roadmaps

Content Strategies

Content Lifecycles

Content Marketing

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Matt Slavik | M


This Poor Little Guy Has the Content Blues!

Content Models

Content Optimization

Content Roadmaps

Content Strategies

Content Lifecycles

Content Marketing

You got ‘dem mean old Content Blues,

Right here in Techno City.Yeah, you do, baby,

Yeah, you do.

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Matt Slavik | M


A technology company CEO or VPM pondering an important question and in need

of a little help.

Wow. Suddenly, all this serious stuff about

content! I have just one simple question.

So, Do You Recognize This Fellow?

Do we have lots of great material for our site,

blog, tweets, webinars, presentations, sales

tools, partners, demos and lead gen?(One simple question)

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Matt Slavik | M


Same guy.

But the Questions Don’t End There.

Wait a sec. Before we knock out lots of

content, we’d better ask ourselves

a few more questions….

Have we carved out the right position?Is our messaging crisp?

Are our value propositions strong?Do we clearly understand what users

want?Do we know what our competition is

saying?

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Matt Slavik | M


The Questions Don’t Even End There!

How can he answer all these questions?

How can he make sure that his company has great content?

How can he get it all done?

Does our content…

Create demand?Help our sales team?

Attract partners?Go to the right channels?

Yup. Still the same guy.

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Matt Slavik | M


It Gets Done In Three Steps

Step 2: Create a Plan

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Matt Slavik | M


Step 3: Deliver the Goods

Step 1: Dig In

This fellow is about to dig into a huge amount of market information. He’s clearly

happy and excited.

Sample Step 1 Deliverables

• Review of current messaging• Competitive positioning review• Market segmentation review• Rapid primary research with

customers

Step 1: Dig In

The more you know about your customers’ business problems, your competition and how your market is segmented, the better your content will be.

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Matt Slavik | M


Step 2: Create a PlanGood content is connected to good messaging which is connected to a good marketing plan−and the thigh bone’s connected to the hip bone.

A content plan keeps communication efforts: • Unified • In synch with a company’s goals• Focused• Proactive • Measureable


• Detailed plan for application of content

• Web site update plan• Partner program messaging

plan• Sales training module on

messaging

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Matt Slavik | M


Step 3: Deliver the Goods

If you’ve done your homework, worked your current messaging hard and developed a detailed plan, the result will be great content!


• Content usable across all marketing materials and programs

• A successful company or product launch

• A supply of blog postings and tweets

• An improved web site• Delivery of new sales tools• Improved product demos

Delicious content, cooked to order!

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Matt Slavik | M


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