We are so busy working IN the business, we don’t have time to work ON the business.

Content marketing. Stop talking about products and features, and start talking about business problems our personas face and how they can solve them (with or without our products). Practical, actionable content.

In order for content to be valuable, it has to resonate. Evoke emotion. Pull at our heart strings. Heart to heart.

Content Marketing

heart to heart

Barbara Nelson@barbaragnelson

Jargon MonsterSorryForMarketing.com

Content marketing is an umbrella term covering a set of strategies, techniques and tactics to fulfill business and customer goals by using content across the customer life cycle and the business functions in a consistent, integrated and continuous way.

Content marketing is just solving the same customer problems as your product but through media you create and distribute.

Naked Little Truth SorryForMarketing.com

Without a doubt :)

Jay Acunzo wrote the blog with the Jargon Monster and Little Naked Truth. I found it looking for a great definition of content marketing.

I enjoyed what I read so I poked around his website. Then I followed him on Twitter.

What a great example of heart-to-heart. My philosophy about marketing is NOT to “make people want stuff”. It is TOTALLY to “make stuff people want.”

I asked Jay if he thought content marketing helped people find him. “Without a doubt.”

If you don’t already know David Meerman Scott, check him out. He wrote the New Rules of Marketing and PR which has sold over 300,000 copies in 25 languages.

Great lesson, to educate and inform instead of interrupt and sell.

How often do you buy products when you were interrupted with an ad? How often do you ask friends or experts for advice? Isn’t it great when they send you a link to exactly what you needed to help you buy?

Be the link friends send their friends to.

© 2016 barbara g nelson consulting - your message made brilliant

Build your audience first. Then create your

product.

Joe PulizziThe Godfather of content marketingFounder, Content Marketing Institute

And then there is Joe, the godfather of content marketing.

Joe put a name on my marketing strategy. Content Marketing. And I was in love. Heart-to-heart. By the time I met Joe face-to-face, I had already read a ton of his content and was already an evangelist.

In his latest book, CONTENT INC, I found this fascinating: “Build your audience first. Then create your product.” I found Joe’s company through his free content. I then willingly paid to go to an executive roundtable on content marketing, and took my content marketing manager with me to Content Marketing World. He didn’t have to sell to me. I happily spent thousands of dollars because he had already established his credibility through his free content.

The ebook is the sexy younger sister of the white paper.

Steve Johnson was a key thought leader at Pragmatic Marketing. They were named one of the fastest-growing private companies in America 7 times by Inc. magazine.

]Steve was blogging on product management and product marketing before the blogging was coined.

His ebook, The Strategic Role of Product Management was downloaded over 100,000 times. Follow him @sjohnson717.

Other resources

orand

© 2016 barbara g nelson consulting - your message made brilliant

© 2016 barbara g nelson consulting - your message made brilliant

I’m good at I love to do

my audience needs or

wants

sweet

What do you want this year?

© 2016 barbara g nelson consulting - your message made brilliant

What problem are you trying to solve?

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listen talk

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personas

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BUY RENEWCO

NSID

ER

FIND

ADAP

T

USE

Buy Use

1

2

3 6

5

4

Customer journey

© 2016 barbara g nelson consulting - your message made brilliant

website

email marketingsocial

media

search

lead conversion

PR

adsevents

Relevant content drives the marketing machine

© 2016 barbara g nelson consulting - your message made brilliant

START HEREMap existing content to the customer journey

Buy Use What’s missing?

© 2016 barbara g nelson consulting - your message made brilliant

Deliver content based on persona and customer journey

FIND CONSIDER BUY USE ADAPT RENEW

Charley, CEO

Mary, Marketing VP

Sam, Sales VP

Sarah, Services VP

© 2016 barbara g nelson consulting - your message made brilliant

For a market segment

Your best ideas?

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Share in the comments below

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