Category Archives: content

#torontob2b: Sean O’Donovan on managing content for lead generation + Q&A with Ben Harrison and Scott Armstrong

Update 2012-11-15: Here's the video recap! 20120628 torontob2b - sean odonovan - managing content for lead gen 20120628 torontob2b - ben harrison and scott armstrong Click on the images for larger versions. Feel free to share these under the Creative Commons attribution license. In Sean O’Donovan’s talk on managing content for lead generation, he shared tips on mapping your content to the customer’s buying journey, repurposing what you have, and making it easier for people to find the information through metacontent and packaging. If you’re having someone else develop your content, it’s a good idea to ask them to develop the promotional materials for it too. Ben Harrison and Scott Armstrong shared some of their experiences and opened the floor up for Q&A. It was interesting to hear about the marketing side of things. If you like this, you might also want to check out my sketchnotes from the previous torontob2b meetup: Other links: To find out about the next #torontob2b event, check out Brainrider’s events page. Enjoy!

Sketchnotes: Designing content so that it works – Carl Friesen (#torontob2b)

UPDATE 2012-11-15: Here's the video recap! Designing Content So It Works Carl Friesen, Global Reach Communications Like these? Check out my other sketchnotes, visual book notes/reviews, and visual metaphors. Here's the text from the sketchnotes to improve people's ability to search for it: Designing content so that it works Designing content so that it works Carl Friesen, Global Reach Communications Website for e-book on content design 1 2 3 4 5 stories The Trend Client wants customized solution Show that you understand their world 1. Trend & historic causes 2. current situation 3. Thoughts on developments, reasons 4. Recommendations The How-To 1. 2. 3. Example: trustees, communication process must be: Relevant + Realistic not necessarily what you do, but what clients will find helpful Helpful! - process with steps or - a list of success factors 1. outcome 2. supplies/equipment 3. steps 4. avoiding pitfalls/problems The How-to-Work-With How to get good results from working with you cannot be self-serving include info on saving money 1. wild success experience 2. factors 3. advice   The Case Study Leading-edge thought & sound implementation Trans-Canada highway story Wildlife protection Not about showing how clever you are! Must have learning points THEY can use Must be a story Tell with the client credibility 1. Initial situation 2. Steps 3. Problems & solutions 4. Lessons learned   The Survey Shows that you stay in touch must be what your audience cares about More useful with a trend Distribute appropriately Level of detail Consider limited distribution The Opinion informed opinion, thought leadership at no charge Long form -situation -views on good & bad aspects -recommendations The Review -New product/service -What's different -Discuss good/bad The Comment Notes by Sacha Chua, @sachac,