Engaging Content: The Lasting Power of Persuasive Content
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Yes, content is king in professional and other knowledge-based marketing. But content only rules if it is shared in an engaging way. Delivering content is one thing; delivering persuasive, useful, brand-building content is another. During this presentation you will find principles of user-focused, courteous, attention-earning content for any medium—websites, blogs, e-alerts, brochures, white papers, proposals—even conversations.
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Engaging Content: The Lasting Power of Persuasive Content
- 1. #gbwebinar ENGAGING CONTENT the lasting power of persuasive content June 19, 2012
- 2. if you like this program, you may also like
- 3. content marketing is all the rage: “it’s the new black”
- 7. content marketing has always been a professional services marketing staple … for good reason
- 9. your buyers say they like receiving your substantive content
- 11. the question is not whether content marketing makes sense; it’s how to make sure your content is consumed
- 12. “you can’t bore people into buying your product or service” — David Ogilvy
- 13. “everyone communicates, few connect”
- 14. threshold question: what is content?
- 15. many of us have all grown up believing and have been educated to believe that content is blah-blah-blah-blah-blah-blah-blah-blah-blah- blah-blah-blah-blah-blah-blah-blah-blah-blah- blah-blah-blah-blah-blah-blah-blah-blah-blah- blah-blah-blah-blah-blah-blah-blah-blah-blah- blah-blah-blah-blah-blah-blah-blah-blah-blah- blah-blah-blah-blah-blah-blah-blah-blah-blah- blah-blah-blah-blah-blah-blah-blah-blah-blah- blah-blah-blah-blah-blah-blah. . .
- 17. ever heard the comment “text heavy”?
- 19. even back in the day, ideas were shared with more than text
- 21. rethink content as a salad bar
- 26. not everyone likes the same content in the same helpings (especially on the web)
- 28. a balanced diet in practice
- 32. beyond a balanced diet … more ideas for engaging content
- 33. engaging content is relevant, useful and timely easy to get through, benefit-centric substantive and scannable story-based and conversational packaged creatively
- 34. engaging content is relevant, useful and timely easy to get through, benefit-centric substantive and scannable story-based and conversational packaged creatively
- 37. engaging content is relevant, useful and timely easy to get through, benefit-centric substantive and scannable story-based and conversational packaged creatively
- 45. engaging content is relevant, useful and timely easy to get through, benefit-centric substantive and scannable story-based and conversational packaged creatively
- 56. engaging content is relevant, useful and timely easy to get through, benefit-centric substantive and scannable story-based and conversational packaged creatively
- 63. engaging content is relevant, useful and timely easy to get through, benefit-centric substantive and scannable story-based and conversational packaged creatively
- 64. #gbwebinar tips and examples by medium ads websites and minisites blogs mobile emails packaged events white papers, alerts, newsletters brochures and collateral proposals
- 65. #gbwebinar tips and examples by medium ads websites and minisites mobile blogs emails packaged events white papers, alerts, newsletters brochures and collateral proposals
- 66. before
- 67. after
- 68. #gbwebinar tips and examples by medium ads websites and minisites mobile blogs emails packaged events white papers, alerts, newsletters brochures and collateral proposals
- 69. WELCOME TO US RECENT NEWS ABOUT US MORE THINGS ABOUT US
- 76. #gbwebinar tips and examples by medium ads websites and minisites mobile blogs emails packaged events white papers, alerts, newsletters brochures and collateral proposals
- 77. in a small world, “context is king”
- 79. your site on mobile
- 80. your mobile site on mobile
- 81. #gbwebinar tips and examples by medium ads websites and minisites mobile blogs emails packaged events white papers, alerts, newsletters brochures and collateral proposals
- 84. #gbwebinar tips and examples by medium ads websites and minisites mobile blogs emails packaged events white papers, alerts, newsletters brochures and collateral proposals
- 90. #gbwebinar tips and examples by medium ads websites and minisites mobile blogs emails packaged events white papers, alerts, newsletters brochures and collateral proposals
- 96. #gbwebinar tips and examples by medium ads websites and minisites mobile blogs emails packaged events white papers, alerts, newsletters brochures and collateral proposals
- 98. after invites the potential reader
- 100. #gbwebinar tips and examples by medium ads websites and minisites mobile blogs emails packaged events white papers, alerts, newsletters brochures and collateral proposals
- 106. #gbwebinar tips and examples by medium ads websites and minisites mobile blogs emails packaged events white papers, alerts, newsletters brochures and collateral proposals
- 107. think outside of the container
- 109. #gbwebinar engaging content is relevant, useful and temporal easy to get-through, benefit-centric substantive and scannable story-based and conversational packaged creatively
- 111. if you like this program, you may also like
- 112. ENGAGING CONTENT the lasting power of persuasive content June 19, 2012
Editor's Notes
- Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important. Reaching out to clients is important Blogging might surprise you
- Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important. Reaching out to clients is important Blogging might surprise you
- Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important. Reaching out to clients is important Blogging might surprise you
- Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important. Reaching out to clients is important Blogging might surprise you
- Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important. Reaching out to clients is important Blogging might surprise you
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- I want to prove that just as in the history of firm brochures, we could yank off one cover and put on another, the history of law firm Web sites is shaping up the same way. There is little differentiation, precious little imagination and thought given to much other than simply having a Web site.
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see
- Cover lots of ground Please ask questions during the presentation. If we slow down too much, I ’ ll speed it up. You may be suprised at what you see