Abstract: As Content Marketing becomes more influential in purchase decisions, companies are challenged with delivering a constant stream of original content to customers. Product engineers, account managers, and C-level executives are now called upon to author content in the form of thought leadership, product collateral, and PR materials. Companies can enforce style & messaging guidelines, but even those policies do not guarantee a high-quality result that will mesh with the content mix. If you haven’t been approached by your marketing department to author new content, don’t get too comfortable; you might be next. Our webcast will cover the Best Practices of professional writing to prepare and encourage you to create valuable content for your customers. Takeaways from the webcast include: Techniques for addressing your audience Bringing “boring” content to life Balancing product and brand through messaging Establishing a voice through your content But really…why do writing skills matter? A 2012 study conducted by B2B Magazinesurveyed 440 B2B professionals and concluded Content Marketing to be the most utilized tool for lead generation purposes: 51% of participants cited Content Marketing 38% cited Brand Awareness 34% cited Thought Leadership 29% cited Sales In addition, a 2012 study conducted by the Content Marketing Institute revealed that on average, B2B marketers develop and deliver 12 forms of content to customers — 4 more than what the study concluded last year (8). Increasingly popular forms of content included research reports, videos, mobile content, and virtual conferences. About the Presenter: Nick Pinkerton, Assistant Marketing Manager Nick manages a variety of Regalix and client-driven projects, specializing in content and messaging for product videos, email campaigns, and social media. Prior to joining Regalix, he worked in professional sports sales and in marketing for the PC hardware industry. Nick holds a bachelor’s degree in Communication from Santa Clara University.

1. Professional
Writing:
The
Gateway to
Powerful
Messaging
Nick Pinkerton
Regalix Inc.
February 19, 2013

2. Background
 Current: Assistant Marketing Manager at Regalix
 Past:
 PC Hardware: Marketing and Communications
 Professional Sports Sales
 Education: Santa Clara University
 Bachelor’s in Communication (Media Studies)

3. Takeaways: Your
Schwag Bag
 Techniques for addressing your audience
 Bringing “boring” content to life
 Balancing product and brand through messaging
 Establishing a voice through your content
You’re getting the digital version of this 

4. Why do you matter?

5. Content Marketing
Generates Leads
2012 B2B
Magazine
Survey

6. Content Volumes are
Increasing
2012
Content
Marketing
Institute
Survey

7. This is why you matter
Marketing
Product
Development
Sales
Animated
White Paper Demo
Thought
C-Level
Leadership CONTENT MIX Email
Content
AUDIENCE

8. Challenges
how can we
guarantee QUALITY?
how do we make this CONSISTENT
with the BRAND?

9. Messaging Checklist
 Audience
 Words
 Visuals
 Product
 Brand
 You!

10. #1
Addressing Your Audience
 Always start with a baseline of 0
 Become a Consumer
 Make them feel like they are learning
 Guide them through your content

11. Always Start with a
Baseline of 0
Addressing Your Audience
Reinforce the
defining qualities of
your product or
Need: Many people traveling to
new destinations take up Brand.
luggage space with travel books.
Benefit: Our mobile app lets you
mark the attractions &
destinations you’d find in a travel
book, so you can save space for
more clothes or souvenirs.

12. Become a Consumer
Addressing Your Audience
Your Audience Makeup
parents fellow alumni
former
friends you’d colleagues
take a roadtrip
Your audience to visit every
summer
people you’d
get coffee with
neighbors
is made up of
friends, peers,
and family
members.

13. Make them Feel like
they’re Learning
Addressing Your Audience
Communicate a
Establish a
Takeaway takeaway and
reinforce it
Reinforce
Reinforce
Reinforce
throughout your
content.
Recap

14. Keep Your Audience
Engaged
Addressing Your Audience
Your content will
never make 100%
sense to your
audience.

15. Messaging Checklist
 Audience
 Words
 Visuals
 Product
 Brand
 You!

16. #2 Bringing Boring
Content to Life: Words
 The Power of Analogies
 Bring in Rich Media
 User Interaction

17. The Power of
Analogies Bringing Boring Content
to Life: Words
Image credits to NetApp.com.

18. Bring in
Rich Media Bringing Boring Content
to Life: Words
Use rich media
to explain what
your words
cannot.

19. User Interaction Bringing Boring Content
to Life: Words
Lorem
Bring in audience
ipsum this?
chatter to
connect people
Your to your brand.
Content
Lorem
ipsum that!

20. Messaging Checklist
 Audience
 Words
 Visuals
 Product
 Brand
 You!

21. #3 Messaging to Balance
Product and Brand
 Understanding product qualities vs. brand qualities
 Relating products back to brand
 Applying to specific content types

22. Product Qualities vs.
Brand Qualities Messaging to Balance
Product and Brand
(Brand)
Convenience
Buyers can (Product)
Size
(Product)
(Product) Time
make purchase Compatibility
decisions based
on product or
brand.

23. Relating Products
to Brand Messaging to Balance
Product and Brand
Strive to make
your products &
brand one in
the same.

24. Applying to
specific Content Messaging to Balance
Product and Brand
Customers like
to take breaks
from being Image credits to Wikipedia.com.
pitched.

25. Messaging Checklist
 Audience
 Words
 Visuals
 Product
 Brand
 You!

26. #4 Establishing a Voice
for Content = You!
 Where you come in
 Know your limits
 Create your story

27. Where you
come in Establishing a Voice
for Content = You!
Identify new
ways for
customers to
learn about
your product.

28. Know your Limits Establishing a Voice
for Content = You!
Describe how
Image credits to sfgate.com.
you’re involved
with your
company.

29. Create your Story Establishing a Voice
for Content = You!
Grow with
your audience.

30. Recap
 Addressing Your Audience involves understanding them
 Look beyond your words to Bring Your Boring Content to Life
 Balance Product and Brand by recognizing their qualities
 Create your story to Establish a Voice for Your Content.

31. Housekeeping Time!
 Content Consultations
 Direct inquiries to njpinkerton@regalix-inc.com
 Questions:
 Email or Twitter.com/Regalix
 More on this Presentation
 Slides: SlideShare.net/Regalix
 YouTube.com/RegalixInfo

32. References
 B2B Magazine Survey
http://www.forbes.com/sites/marketshare/2012/10/15/content
-marketing-the-driver-leads-b2b-marketers/
 Content Marketing Institute Survey
http://contentmarketinginstitute.com/2012/10/2013-b2b-
content-marketing-research/

33. Thanks!!