Based on the teachings of Sun Tzu, this presentation has new maxims and examples for better Content Marketing! Learn why you must: "Know yourself. Know your audience. If you don't know both equally well, you can't possibly close the distance between." And why: "Brand is a powerful weapon. The knowledge behind the brand is of greater value." Clicking most images in the presentation will open the actual pieces. The presentation was given by John Lane, VP Strategy & Creative at Centerline Digital at MIMA on October 15, 2013. Centerline Digital examples in the presentation: - All work for Physicians Pharmacy Alliance - IBM Smarter Computing Workload Simulator - Datagrams for IBM Mobile First - Vitamin T UX Infographic - Eaton - Professor Wattson - Lowe's Creative Ideas Videos - Lowe's "3 Tips" Animations I would love your feedback! Please leave it in the comments or connect with me here: http://twitter.com/johnvlane Learn more here: http://www.centerline.net See "Content Marketing Art of War - First Edition" here: http://cdig.co/11iiLh9

1. Content
Marketing
Art of War
Second Edition
#ContentMarketingArtOfWar | @johnvlane

2. The nature of ground —
marketplace and channels —
is the fundamental factor in
creating content that is
primed for victory.
#ContentMarketingArtOfWar | @johnvlane

3. ?
?
70%journey
of the
buyer’s
is over before the
first sales touch.
Corporate Executive Board Marketing Leadership Study, 2011

4. The average shopper uses 10.4
sources before buying,
5.27
twice as much as in
years past.
2010
2011
http://www.zeromomentoftruth.com/

5. One View...
Shared
Owned
Earned
Paid

6. A Better One.
Twitter
LinkedIn
Pinterest
SlideShare Presentations
Delicious
Email
Published Articles
Website
Our Building
Shared
Owned
eBooks
Keyword Buys
Paid
Google+
Earned
Speaking Opps
& Events
Instagram
Awards
YouTube
Sponsorships
Quora
Facebook

7. Content Marketing
70%
focuses on
winning
the first
by delivering value before the sale.
@johnvlane

8. The Take-Away:
Creating content without
understanding the ground
is less profitable than
creating no content at all.
#ContentMarketingArtOfWar | @johnvlane

9. Know yourself.
Know your audience.
If you don’t know
both equally well, you
can’t possibly close
the distance between.
#ContentMarketingArtOfWar | @johnvlane

14. The Take-Away:
Create a shared agenda.
#ContentMarketingArtOfWar | @johnvlane

15. In content, volume alone
confers no advantage.
One insight can
conquer 1,000 foes.
#ContentMarketingArtOfWar | @johnvlane

20. The Take-Away:
Provide evidence
and show your work.
#ContentMarketingArtOfWar | @johnvlane

21. The job your content
has to do today is easier
than the job it'll have
to do tomorrow.
Be industrious today.
#ContentMarketingArtOfWar | @johnvlane

23. Mobile enables unique customer
insights for location and timespecific targeting. Explore @
ibm.co/Xx0trH #ibmmobile

25. The Take-Away:
Create content that
expands both search
and social surface area.
#ContentMarketingArtOfWar | @johnvlane

26. Delivering content in
context requires more than
identifying the channel your
audience prefers.
It requires knowing why
they prefer it.
#ContentMarketingArtOfWar | @johnvlane

27. Average Tennis Fans...
• Are men, 35-49 years old
• Are 93% more likely to have
(56% male)
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

31. The Take-Away:
Design and place content
for moments of need.
#ContentMarketingArtOfWar | @johnvlane

32. Straightforward content
generally leads to
engagement.
Surprising content
generally leads to victory.
#ContentMarketingArtOfWar | @johnvlane

36. The Take-Away:
You don’t have to be
outlandish to “go viral.” You
have to be focused on who
you want to go viral with.
#ContentMarketingArtOfWar | @johnvlane

37. Brand is a powerful weapon.
The knowledge behind the
Brand is of greater value.
#ContentMarketingArtOfWar | @johnvlane

39. 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.

43. The Take-Away:
Think of your brand as an
access point — delivering the
knowledge your audience
craves and can’t afford.
#ContentMarketingArtOfWar | @johnvlane

44. Don't value your content
over the job you need
your content to do.
#ContentMarketingArtOfWar | @johnvlane

45. The Good...

46. The Sad...

47. The Ugly.

48. The Take-Away:
Always be willing to ask, “Is
this content what my audience
wants, or what I want?”
#ContentMarketingArtOfWar | @johnvlane

49. If you want your content
to overcome its enemy,
you have to really
understand its enemy.
The enemy is: average.
#ContentMarketingArtOfWar | @johnvlane

50. 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.

52. The Take-Away:
Find ways to make the
commonplace new.
#ContentMarketingArtOfWar | @johnvlane

53. Thank you!
Connect here:
Here:
Here:
And here, too:
centerline.net
twitter.com/johnvlane
twitter.com/centerline
facebook.com/centerlinedigital
#ContentMarketingArtOfWar | @johnvlane