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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:

• Marketing automation, Jeffrey Yee
• Building a social enterprise, Andrew Jenkins
• Designing content so that it works, Carl Friesen

Other links:

• My sketchnotes of books and meetups
• How I do these sketchnotes
• Other cool sketchnotes around the Web

To find out about the next #torontob2b event, check out Brainrider’s events page.

Enjoy!

You can e-mail me at sacha@sachachua.com.

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 showyourexpertise.com

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, LivingAnAwesomeLife.com

You can e-mail me at sacha@sachachua.com.