APMP San Antonio Region – April 26, 2016

When Two Worlds Collide Proposal Management Meets Content Marketing

Presented by:

Julie Wickert True Story Communication

julie@truestorycommunication.com 512-914-6882

Your challenge?

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“Trustworthy partner”

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Cross-pollinate

Proposal Management

Content Marketing

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“Proposal management involves implementing repeatable processes and techniques for team collaboration to improve proposal quality. Managing a proposal involves defining the process, planning the content, and coordinating reviews, as well as assigning staff and coordinating their activity.”

-- captureplanning.com

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“Content marketing is a strategic

marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

-- Content Marketing Institute

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Planning is key.

Topic

Core Message(s)

Topic

Topic

Topic

Topic

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Topics +

Audiences +

Vehicles *

Prioritization =

Editorial calendar

Content marketing plan: formula

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Decision matrix © True Story Communication 2016

Win Theme

Proof

Proof

Proof

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What makes a good story?

“Act I: Get your hero up a tree.

Act II: Throw rocks at him.

Act III: Bring him down.”

Robert McKee, screenwriting instructor to 26 Academy Award winners and 125 Emmy Award winners

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What makes a good story?

# 3. Narrative structure

# 2. Senses and emotions

# 1. Customer relevance

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Source: http://www.wom10.com/wp-content/uploads/2011/06/Blogging-cartoon-boring.jpg

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Resources

Content Marketing Institute http://contentmarketinginstitute.com/ Story: Substance, Structure, Style and The Principles of Screenwriting, Robert McKee. Stories that Sell, Casey Hibbard (and associated Success Story Marketing LinkedIn group)

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