Taming  the    Beast  

Pro  Hacks  for  Faster,  Better  Content  

Presented  by  Heather  Head  @scopcity  and  @HHeadWrites  

Want  more  business?  Start  a  blog.  

It’s  Free  Advertising!  

!  73%  of  B2B  Marketers  Produced  

More  Content  this  Year  than  Last  

! Only  42%  Consider  their  Content  

Marketing  Efforts  to  be  Effective  

Source:  Content  Marketing  Institute,  2014  

“I  don’t  want  to  make  an  incremental  change    in  some  technology  in  my  life.    

I  want  to  create  a  whole  new  technology…    one  that  is  aimed  at  helping  humanity    

at  all  levels    regardless  of  geography  or  ethnicity    

or  age  or  gender.”    ~Elizabeth  Holmes  

 Source:  Fortune  

When  you  start  with    what’s  at  stake  for  the  buyer,    

you  earn  the  right  to  their  attention.      

~Jake  Sorofman,  CMO,  Gartner  

“You  sell  more  when  you  stop  selling.”  

 ~David  Meerman  Scott,    

Author  of  The  New  Rules  of  Marketing  and  PR  

Step  One:  Understand  Your  Buyer  

Step  Two:  Map  the  Buyer’s  Journey  

Step  Three:  Leverage  Your  Speed  Hacks  

1.  Stop  Creating  Content  Nobody  Wants  to  Consume  

2.  Stop  Hanging  Out  Where  Your  Buyer’s  Aren’t  Hanging  

3.  Reinvest  in  Speed  Hacks  

 

1. Build  Content  Pillars  

2. Curate  Amazing  Content  

3. Outsource  Strategically  

Pro  Speed  Hacks    

1.   Measure  

2.   Adjust  

3.   Lather,  Rinse,  Repeat  

It’s  not  free.  

But  it’s  yours,  and  it’s  amazing.  #BlueOceanDay