How to Create Epic Content That's True to Your Brand and Drives Business
1. How to Create Epic Content That’s True to
Your Brand AND Drives Business
(With Ideas You Can Steal…!)
Ann Handley
@MarketingProfs
September 11, 2013
2. • Chief Content Officer of MarketingProfs
• Columnist for Entrepreneur magazine
• Book author: Content Rules: How to Create
Killer Blogs, Podcasts, Videos, Ebooks,
Webinars (and More) That Engage Customers
and Ignite Your Business (Wiley)
(Need more…? See AnnHandley.com)
Hi, I’m Ann.
9. Content marketing means you
consistently create and share
information that is…
Packed with UTILITY
Seeded with INSPIRATION
Honestly EMPATHETIC
…to attract customers to you.
10. Content marketing means you
consistently create and share
information that is…
Packed with UTILITY
Seeded with INSPIRATION
Honestly EMPATHETIC
…to attract customers to you.
33. Who: Urbanites who are considering living
options in Seattle’s neighborhoods.
What: Facts about & local opportunities in
Capitol Hill; tools to assist in rental options.
Why: To empower people to make
informed rental decisions.
41. •Even if you sell technology or toasters or
apartments or apps– your story is about people,
not tools or tech.
•Your mission is bigger than your brand: What will
people THANK YOU for?
•What can your content HELP
people DO?
Ideas You Can Steal:
48. •Last WEEK Kinvey grew the size of its
community by nearly the entire size of the
community in the 15 months that preceded its
content marketing program.
•At the end of Q1, Kinvey launched its
enterprise product. By the end of Q2, 71% of
all enterprise leads were sourced by a content
offer.
•More than 40% of everyone who opens a
Kinvey account first converts on a content offer.
(That number was 1.5% at the end of 2012.)
What Happened?
49. • Tell a story bigger than your brand: Will a
reader THANK YOU?
• Find your foothold.
• Think content ecosystem, not content
campaign.
• Build expertise; build
audience
Ideas You Can Steal:
65. •Make your story part of THE story:
How can you tap into conversations
people are already having?
•Show the human pulse of your
organization.
•What content will delight
your audience’s audience?
Ideas You Can Steal: