Presentation by Warren Knight - delivered at the Content Masterclass in Ravensbourne on 2nd May 2014.

1. Is your business
about Content Marketing?
Digital Footprint
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2. It’s 1989
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3. Warren Knight
Tell your story
Storytelling
Storytelling
Storytelling
If you cant tell it, you can’t sell it

4. Warren Knight
Tweet me @wvrknight
Connecting

5. Inspiration from the Edge
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6. Things have changed
1920’s it was all about the PRODUCT
1950’s BRAND’s ruled
2010’s Now it’s the turn of the CUSTOMER
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7. Focus on the customer
Mindset Advocate
Business Customer
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8. Brand me
Be a thought leader: Reduce sales cycle
Platform
Speaking
Presentation
skills
Partnerships
Live
Engagement
Listen
1 thing
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9. What’s your message
Customer segment
Direct
To
Customer
Channel
PartnersVs
Value proposition
Personal
Service
Added
Value
Community
Financial
Return
Reciprocal
Agreement
Database
Vs
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10. Sexy Big Pants
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11. 5 Types of Content Marketing
1. Thought Leadership
2. Brand Publishing
3. Education Content
4. Product Descriptions
5. SEO
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12. Stage 1. Know yourself
Objectives
Goals
Brand Identity
Key Message
Influencers
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13. Stage 2. Customers 6 human needs
Solve a
problem
Unique
Certainty GrowthVariety
Stimulate
Significance Love
Connect
Knowledge
Share
Contribution
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14. Stage 3. Know your content
Analyse gaps
Define topics
Key message
User goal
Keyword research
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15. Stage 4. Have a plan
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Define tactics
Resource
Channels
KPI’s
Set calendar

16. Apply your strategy: Power of sharing content
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17. Content is King: Lead generation
Content Marketing 34.6%
Social Media 24.7%
SEO 14.6%
Email 10.6%
Mobile 9.2%
Paid Advertising 6.4%
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18. What challengers are you facing?
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Investment
Business Growth
Funding
Planning & Development
Management Leadership
Grants: Innovation
Personal Branding

19. Warren Knight
Warren Knight
@wvrknight
www.warrenknight.co.uk
warren@warrenknight.co.uk
020 8123 3730
How can I help?