Heisenberg's Uncertainty Principle let's us know that we can't possibly know both the exact location and the exact velocity of an object. People operate on the same level: Us marketers rarely know both where our audience is going and how fast they'll get there. Content Marketing is a way to improve your aim and better connect your message with your target audience. But actually making the connection? That's more art than science. In this presentation, principles of science (and art) reveal lessons for content marketing success.

1. Content
Marketing
Science & Art
| @johnvlane | #contextconf

2. Entropy
Natural Tendency Not Gonna Happen
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3. of the70%B2B buying process
is over before the
first sales touch.Corporate Executive Board Marketing Leadership Study, 2011
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4. Owned
Earned Paid
Shared
@johnvlane

5. Owned Earned
Paid
Shared
Website
eBooks
SlideShare Presentations
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& Events
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@johnvlane

6. The average shopper uses
sources before buying,
twice as much as in
years past.
5.27
10.4
2010 2011
http://www.zeromomentoftruth.com/
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7. Which one will a random
person pick first?
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8. The Nature of Ions
+-
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9. @johnvlane

11. @johnvlane

12. @johnvlane

14. @johnvlane

16. @johnvlane

17. The Take-Away:
Aim for “You Complete Me.”
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18. Heisenberg’s Uncertainty Principle
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19. Where did you come from?
Where are you going?
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22. If you want to do a "Real world" test, make
a bootable CD-ROM with one of the Linux
distros, such as Knoppix. Boot the servers
off the CD-ROMs and then unplug your
UPS's. This doesn't replace the drivers &
monitoring software, but gives you another
way to test, to relieve any lingering
concerns you, your boss, or any auditors
involved may have. You will still want to do
this off hours, or on a weekend.

24. ING Direct “Small Sacrifices”
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25. Mobile enables unique customer
insights for location and time-
specific targeting. Explore @
ibm.co/Xx0trH #ibmmobile
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27. Average Tennis Fans...
• Are men, 35-49 years old (56% male)
• Are 93% more likely to have
a post-grad degree
• Are more likely to be in
senior management
• Are mobile-centric
117,000,000 mobile page
views of US Open Coverage
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30. The Take-Away:
Design for Moments of Need.
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31. Fluid Dynamics
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32. Flickr Photo by wetwebwork
Respect Desired Paths

33. Install a Pebble Tile Accent Wall
The bathroom can be a inviting beautiful room that
can add a lot to your home with just a few simple
changes, such an a pebble tile accent wall.

35. @johnvlane

37. The Take-Away:
Respect Desired Paths.
@johnvlane

38. E=mc2
Mass-Energy Equivalence
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39. @johnvlane
Story-Resonance Equivalence
S+C=R
2

40. Thank you!
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