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Developing Content that Persuades

Modern online marketing involves generating content that attracts the “right” audience and persuades them to take action. Here is a framework for determining what your audience cares about and how to develop and measure content that converts.

Steve Machesney

on 5 June 2013

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Transcript of Developing Content that Persuades

Presenter: Steve Machesney
V.P. Strategy Fathom LLC Developing Content that Persuades Content Marketing Defined Official Definition: Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. Content marketing subscribes to the notion that delivering information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.
Source: http://en.wikipedia.org/wiki/Content_marketing Steve's Definition: Everything you do online and offline that starts a conversation that uncovers new possibilities and relationships. How it works online. Personality
Thinking Soft Sell
Conveys: Consider Calls to Action

Do you want to build a community or an audience? Hard Sell on Website

Consider Calls to Action What's the "right" content? "Speak to the dog, about what matters to the dog in the language of the dog." ~ Jeff Eisenberg

What do your prospects care about?
What is going to persuade them to go beyond the status quo? Ask: Forums: http://www.4qsurvey.com http://www.linkedin.com/groups/Marketing-Profs-1606547?gid=1606547&mostPopular=&trk=tyah AIDAS Buying Cycle Offline problem or brand awareness Awareness
Satisfaction Problem Identification
Criteria Creation
Search for Solutions
Evaluate Solutions
Test Solutions
Select a Solution
Client Maintenance
Repeat Business BUYING CYCLE Criteria Creation Solution Search Solution Evaluation Solution Testing & Selection Procurement Client Maintenance Repeat Business How to Guides Case Studies Testimonials Client List Philosophy Personality Culture Client Pitches Discovery Project Pilot Project ACTION GRANTED TRUST Products & Services Online Offline Blog Guest Blogger Social Media LEAD NURTURING Board of Directors Speak Engagements WOM Webinars Landing Pages ACTION How is this going to change my everyday routine? ATTENTION
INTEREST What do stakeholders & influencers care about & what language do they use? LEAD NURTURING DESIRE EARNED TRUST SATISFACTION Customer Support How do you know it's working? Create a measurement framework with key performance metrics. How do you get started? Perform research, create an editorial calendar, get buy in and assign accountability. I'd love to hear from you: Email: stevem@fathom.net
Twitter: twitter.com/SteveMachesney
Web: www.fathom.net
LinkedIn: www.linkedin.com/in/SteveMachesney
Blog: surfthedeepend.net Agenda Introductions
Content Marketing Definitions
How content marketing works
Divining the "right" content
Models that inform content creation
Buying Cycle
Content Ideas
Measuring Success
Getting Started
Review Review Content Marketing Definitions
How content marketing works
Divining the "right" content
Models that inform content creation:
Buying Cycle
Content Ideas
Measuring Success
Getting Started
Review Content Ideas? Thank you for your time! Your website is just the tip of the iceberg. Much of the work of content marketing goes unseen.
Full transcript