Content As A Competitive Lever
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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
75%
Applying To Content Strategy
of B2B said the vendor’s content had a significant impact on their buying decision
–2014 B2B Buyer Behavior Study
64%
Applying To Content Strategy
wait longer to initiate contact with a vendor
–2014 B2B Buyer Behavior Study
44%
Applying To Content Strategy
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
Content’s Changing Landscape
86%access business related content on a mobile phone (56% frequently/30% occasionally)
Content’s Changing Landscape
70%access on a tablet (42% frequently 28% occasionally)
Content’s Changing Landscape
85%require mobile-optimized content
Content’s Changing Landscape
95%prefer shorter formats
Content’s Changing Landscape
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
Age of Customization
want content delivered by business role 56%
Age of Customization
want content organized by vertical 39%
Age of Customization
want by industry47%
47% want by industry
39% want content organized by vertical
56% want content delivered by business role
Content = Conversion
Content = Conversion
73%get more of their content through social networks or peer recommendations
Content = Conversion
53%of buyers rely more on peer recommendations
Content = Conversion
78%share content on LinkedIn (43% frequently/35% sometimes)
Content = Conversion
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
Thank you to our sponsors!
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Download the Companion App
•Available for iPhone, iPad and Android
•View sessions, speakers, sponsors, photos and follow the conference via the hashtag
•Leave feedback for each session within the app via a survey.
•app.content2conversion.com
February 16-‐19, 2015 Hyatt Regency, Scottsdale, AZ
Register Now: Content2Conversion.com
WELCOMEContent as a Competitive Lever
#C2C14