Content As A Competitive Lever

transcript

WELCOMEContent as a Competitive Lever

#C2C14

Content as a Competitive Lever

Applying Some “Irish Thinking” To The New Skills Sets Required For MarketersC2C History Lesson

“I am so clever that sometimes I don’t understand a single word I’m saying.” !

—Oscar Wilde

The Art of Storytelling

“If one could only teach the English how to talk, and the Irish how to listen, society would be civilized.” !

—Oscar Wilde

Learning to Listen

Gaining “Wisdom”

“A good laugh and a long sleep are the two best cures for anything.”

“Do not resent growing old – many are denied the privilege.”

“Do it as if there was fire in your skin.”

“Your feet will bring you where your heart is.”

“Say little but say it well.”

Applying To Content Strategy

of execs say they rely more on content to research B2B purchase decisions than they did a year ago

–2014 Content Preferences Study

of B2B said the vendor’s content had a significant impact on their buying decision

–2014 B2B Buyer Behavior Study

wait longer to initiate contact with a vendor

–2014 B2B Buyer Behavior Study

44% wait longer to initiate contact with a vendor

64% of B2B said the vendor’s content had a significant impact on their buying decision

75% of execs say they rely more on content to research B2B purchase decisions than they did a year ago

Content’s Changing Landscape

86%access business related content on a mobile phone (56% frequently/30% occasionally)

70%access on a tablet (42% frequently 28% occasionally)

85%require mobile-optimized content

95%prefer shorter formats

86%prefer interactive/visual content

86% prefer interactive/visual content

95% prefer shorter formats

85% require mobile-optimized content

70% access on a tablet

86% access business related content on a mobile phone

•Don’t overload with content (66%)!!

•Curb the sales message (68%)!!

•Focus less on product specs/more on value (64%) !

•Use more data and research to support content (64%) !

•Make content easier to access (59%)

“Strong” Recommendations For Success

Age of Customization

want content delivered by business role 56%

want content organized by vertical 39%

want by industry47%

47% want by industry

39% want content organized by vertical

56% want content delivered by business role

Content = Conversion

73%get more of their content through social networks or peer recommendations

53%of buyers rely more on peer recommendations

78%share content on LinkedIn (43% frequently/35% sometimes)

59%share on Twitter (35% frequently/24% sometimes)

59% share on Twitter

78% share content on LinkedIn

53% of buyers rely more on peer recommendations

73%get more of their content through social networks or peer recommendations

Other Housekeeping Notes:

•Twitter hashtag for today: #C2C14

•Be sure to visit our solution partners and sponsors over breaks and during lunch.

•Reminder: no food or beverages are allowed in the stage area.

•Free Wireless is available throughout The Signature Theater – Network name: STC (no password)

•General Sessions: Diamond Theater

•Content Strategy Track: Diamond Theater

•Demand Gen Track: Linney Theater

•Sales Enablement Track: Griffin Theater

Track Locations

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February 16-‐19, 2015 Hyatt Regency, Scottsdale, AZ

Register Now: Content2Conversion.com

WELCOMEContent as a Competitive Lever

#C2C14

Content As A Competitive Lever

Marketing