Marketing Roundtable - Content (Not Elvis), Is King - June 18, 2013

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Marketing Roundtable:
Content (not Elvis) is King
June 18, 2013

©AnnArborSPARK
Speakers:
Catherine Buerkle – Alert Watch, Inc.
Jim Hume – Phire Group
Andy Vasher – FIS Consulting Services
Moderator:
Chris Kochmanski – DesignHub

Content (NOT ELVIS) Is King
Ann Arbor SPARK
Marketing Roundtable
June 18, 2013
Moderated by:
Chris Kochmanski
DesignHub, Inc.
www.design-hub.com

A Very Modest “Content Is King” Success Story

Publicity
Advertising
Direct Mail
Trade Shows

Computerworld
Network World
Information Week
MIS Week
Datamation
Computer Decisions
Mainframe Journal
AS/X Systems
UNIX World
EDI World
Chain Store Age
etc.
etc.

Need any of these? Call us.
3270
3770
3780
SNA/SDLC
X.25
HLLAPI
etc.
etc.

Awareness = Frequency
Image = Size and Color
Response = Offer

Awareness = Attachmate
Image = Attachmate, SSI, CLEO
Response = CLEO

“Nematron Industrial Workstation Selection Guide”

“UNIX-to-IBM Connectivity Solutions Guide”

Product Reviews
Case Studies
Tech Briefs
Executive White Papers
Article Reprints

“Strategy Pure and Simple”
DRIVING FORCE
Product
AREAS OF EXCELLENCE
Assure quality via
Product Development Process
and Service and Support

Need any of these? Call us.
3270
3770
3780
SNA/SDLC
X.25
HLLAPI
etc.
etc.
Get your free Solutions Guide.

Direct Mail
Free lists for advertisers
More targeted
More response-driven
Much higher response
Much lower cost per response

“This free guide helps you make the
right connections.”

Awareness = CLEO
Image = CLEO
Response = CLEO

Solutions Guides
Product Reviews
Case Studies
Tech Briefs
Executive White Papers
Topic Articles
eBooks
faux Trade Publications

Email
Websites
Blogs
Forums
Social media
…

Panel
Catherine Buerkle, AlertWatch
Jim Hume, Phire Group
Andy Vasher, FIS Consulting Services

Content Is King!
Catherine Buerkle, June 18, 2013

Content Is King, But…
Knowledge Is Power

Availability
• Yesterday: Librarians acted as filters
• Today: Pundits and web publications act as
primary filters
– “The Eight Best XYZ Podcasts”
– But the other gazillion are still out there, a few
more clicks away
45
Today: user-generated content is the
norm

Today, Filters Are Content
46
Filtered
(Publishers)
All Content
• Subnetworks or
“clusters” come from
social relationships.
• It’s messy.
• The past is never erased.
• Linking curates the cloud.

Today’s Internet
• Abundant
• Linkable
• Permissive
• Public
• Unresolved
49

Great. Now What?
• Keep access open
• Create metadata
• Link everything
• Leave no knowledge behind
• Teach everyone how to
evaluate knowledge claims
• Embrace differences
50

Practical steps to be
a content leader.
June 17, 2013

55
Bite sized
information
works best.
4.

57
Don’t be
yourself. Be a
hyper version
of yourself.
6.

61
Content is
not the goal.
It’s the
beginning.
10.

FIS—Banking Technology and Consulting
Clients and Prospects
62

Life of a Piece of Content
Idea
Paperless Banking
Facebook
Page
E-mail
Campaigns on
Efficiency
Create White Paper
• Research
• Survey
Post to
Website
Create Sell
Sheet
Article Pitch Speaking Pitch
Articles in
Trade
Publications
Industry
Websites
Postings
LinkedIn
Group
Webinars
Both Free and
Fee Based
Sales
Pipeline
Our Team
Site
Company
Intranet
Links to
LinkedIn

©AnnArborSPARK
Summer Marketing Roundtable Events:
Summer Workshops: July 9th & August 13th

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