Does Your Content Take the High Road? The 3 E's vs. The 3 C's of Content Marketing

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Taking the content marketing high road builds long-term trust with your audience. Stay away from the 3 C's and embrace the 3 E's. C's: Criticize. Condemn. Complain E's. Entertain, Educate, Encourage

Negócios Tecnologia

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

Content Marketing
The 3 C’s vs. The 3 E’s

Does your content
take the high road?
1

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

David Horne

www.davidhorneis.com
1
www.davidhorne.me

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

The Rise of Content Marketing

Consumers view 10.4 sources
consumed before buying
1

88% of Brands use content
marketing

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

The Rise of Content Marketing

Produce and distribute
relevant and valuable
content purposed with
1

attracting, converting, or
retaining customers
#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

The Rise of Content Marketing

Build trust and
earn attention
1

(over time)

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

Two paths

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

C’s

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

The 3 C’s

Criticize
Complain
1

Condemn
#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

Criticize

1

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

Complain

1

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

Condemn

1

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

E’s

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

The 3 E’s

Entertain
Educate
1

Encourage
#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

Entertain

1

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

Educate

1

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

Encourage

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

Which path are
you going to
take?

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

Take The High Road

Take the high road,
build trust, and earn
their attention and
1

business
#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

Thank You

1
?’s
www.davidhorneis.com

www.davidhorne.me

#theBAMcontent @_davidhorne_
Wednesday, May 30, 2012

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Insurance IoT is a social good! Because: 🔵 Expected losses can be reduced structured programs with both real-time mitigation actions to solve a specific situation, and behavioral change mechanisms to promote safer behaviors (both in personal and commercial lines) 🔵 Rate can be matched to risks better: - Smaller and more accurate pricing clusters allow a large part of profiles to receive a lower rate - Even with the ability to price the individual probability of loss (cluster of one) the insurance foundation isn’t canceled (The risk of each policy will contribute to the expected losses of the portfolio; The premiums paid by many lucky policyholders will be used to pay the claims of the few unlucky policyholders who had an accident in a period of coverage) 🔵 IoT data can be used to increase the effectiveness and efficiency of the claim process, so improving the combined ratio ceteris paribus ⏩ Large part of the policyholders will pay less (and portfolios currently difficult to insure will become more insurable) Insurance IoT (and telematics) is not about providing a discount Insurance IoT (and telematics) is about creating economic value using the data and sharing part of this value with policyholders (and agents & brokers) An integrated holistic adoption of the IoT paradigm is a game changer for your insurance business and a social good: ◾ it allows to improve the availability and affordability of insurance coverages ◾while allowing the sector to write a profitable business Below you can enjoy a selection of best practices in both personal and commercial lines - written with some of the IoT Insurance Observatory members - that have already started to obtain results from their IoT business transformation journeys

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Does Your Content Take the High Road? The 3 E's vs. The 3 C's of Content Marketing

1. #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

2. Content Marketing The 3 C’s vs. The 3 E’s Does your content take the high road? 1 #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

3. David Horne www.davidhorneis.com 1 www.davidhorne.me #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

4. The Rise of Content Marketing Consumers view 10.4 sources consumed before buying 1 88% of Brands use content marketing #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

5. The Rise of Content Marketing Produce and distribute relevant and valuable content purposed with 1 attracting, converting, or retaining customers #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

6. #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

7. #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

8. #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

9. #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

10. #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

11. The Rise of Content Marketing Build trust and earn attention 1 (over time) #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

12. Two paths #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

13. C’s #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

14. The 3 C’s Criticize Complain 1 Condemn #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

15. Criticize 1 #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

16. Complain 1 #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

17. Condemn 1 #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

18. E’s #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

19. The 3 E’s Entertain Educate 1 Encourage #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

20. Entertain 1 #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

21. Educate 1 #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

22. Encourage #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

23. Which path are you going to take? #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

24. Take The High Road Take the high road, build trust, and earn their attention and 1 business #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

25. Thank You 1 ?’s www.davidhorneis.com www.davidhorne.me #theBAMcontent @_davidhorne_ Wednesday, May 30, 2012

Does Your Content Take the High Road? The 3 E's vs. The 3 C's of Content Marketing

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Does Your Content Take the High Road? The 3 E's vs. The 3 C's of Content Marketing