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.


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


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

Example: trustees, communication process

must be:
Relevant + Realistic
not necessarily what you do, but what clients will find 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
-views on good & bad aspects

The Review
-New product/service
-What’s different
-Discuss good/bad

The Comment

Notes by Sacha Chua, @sachac,