e3 insights Stop interrupting me! Re-discovering the art of attraction through content marketing

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Kory Robinson
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1 Global Insihs Maazin Issu 10 - Edid by Bas On insihs Sop inupin m! R-discovin h a of aacion houh conn makin INSIDE THIS ISSUE Wha is conn makin? And why should I b insd? Inup vs ins Ou-hink you compios insad of ouspndin hm Th conn makin maix How o maximis you conn Coss-bod conn How wll dos you

2 WHAT DO YOU MEAN BY CONTENT MARKETING? Infoaphics packd wih facs and ƥftqdr And why should I b insd? In sho, conn makin mans shain infomaion. This may no sound lik i is bakin any nw ound, bu h shif in buy bhaviou ov h las fw yas has mad i an appoach o makin ha canno b inod spcially in h B2B sco. I is wll documnd ha viually vy businss puchas bins wih a Gool sach. Wha is ofn ovlookd is ha buys a no always sachin fo poducs; hy a sachin fo a soluion. Thy wan answs o hi qusions. Indd, somims hy don vn know wha qusions o ask y. And a his sa, hy don nd poduc sals, hy nd xpis. Which is wha conn makin is all abou. YOU RE THE EXPERT 1V aw]z ÅMTL aw] IZM WVM WN \PM mos xp popl aound. In h yas ha you company has bn in businss, you and you 1 Talkin abou OQNCTBSHUHSX issus in halhca Shain succss sois amons cusoms in h,p TV o ly s la s n v i c ff n ki sa l, h a s m und m mai o b y m o n ou o DM pnds o Th m. ud d l, i b c s u m v, h mo mony you ha pow bhind you mssa, h a you chanc succ of ssfull y in upi n. h.w R R TE V IN INTEREST How h am has chand and why h buys a in conol Th ason, unil cnly, was ha h was no asy way fo you o publish ha infomaion, o fo W\PMZ[ \W ÅVL Q\ IVL \PMV ITWVO cam social mdia. SOCIAL MEDIA: THE CATALYST FOR CONTENT MARKETING Fo som maks his is ifyin bcaus i mans buys now call h shos. Fo ohs, dio a, n v T P U collaus hav land viually all h is o know abou i. You v spokn o cusoms. You v discussd h issus. You v sn wha woks, and wha dosn and why. You v bn o h confncs, you v ad h books. So why no sha you knowld? Social mdia has cad an infomaion xplosion, spcially in h wold of B2B makin. Buys can now infomaion, opinion, viws and insucion fom anywh. Fom blos. Fom YouTub. Fom ach oh. Fom aound h wold. So Vodafon slls businss lcoms, ih? Y, hi conn makin woks on a diffn lvl. Thi xpis lis in hlpin K][\WUMZ[ ÅVL JM\\MZ _Ia[ of wokin so ha s wha hy alk abou. Infoaphics, oiinal sach, vidos and whipaps all dsind o hlp businsss wih h bi issus. And no a mobil aiff in sih. Ta ma diio S k nal, o op in u do w boun in d as wh all ab a ou yo in u u do pi in on. an d lis n o VODAFONE 3GNTFGSOQNUNJHMF insih abou public sco challns i is an incdibl oppouniy, bcaus i is asi han v o show how xp you a. Talkin abou h issus ha affc you cusoms is asy bcaus you hav h knowld. I is chap bcaus shain info onlin cais no pinin cos. You jus nd o sop inupin popl and sa insin hm. 2

I is wll documnd ha viually vy businss puchas bins wih a Gool sach. Wha is ofn ovlookd is ha buys a no always sachin fo poducs; hy a sachin fo a soluion. Thy wan answs o hi qusions.

3 GETTING THE MOST OUT OF CONTENT MARKETING CREATION CREATION CREATION Conn makin is simpl in pincipl: bu h a many facos ha ovn h succss of a conn campain. Th maix blow woks as a chcklis, illusain h fou aas wh maks can impov uns fom hi conn makin campain. In sho, you can hink in ms of qualiy o quaniy, and you nd o hink no only abou cain conn, bu also disibuin i. DIFFERENTIATE Incas h qualiy of h conn you ca. As conn makin bcoms b sablishd, i is had o sand ou. Th mos succssful conn is usful o h ad, bu if vy compio is poducin h sam pic you sha h spoils. Do somhin oiinal, and you h downloads o youslf. B bav, b disinciv bu, abov all, b usful. REPURPOSE cad i, maximum valu ou of i by puposin as much as you can. Tun h whipap ino a sis of blos; inviw h auho fo a vido; cod i as a podcas; you dsins o un i ino an infoaphic. Diffn popl pf diffn fomas on a an of dvics: you conn nds o sui hi nds bu why spnd hous cain whn all you hav o do is pupos? THE POWER OF THE INFOGRAPHIC Businss popl a in a huy. So hy lik infomaion hy can absob quickly hnc h immns populaiy and ffcivnss of infoaphics as a conn makin ool. A picu is woh 1,000 wods LEVERAGE INFLUENCE LEVERAGE CHANNELS 90% of infomaion absobd by h You nd o spad you conn as widly as possibl acoss h wb o maximis is ffcivnss. Bu also hink abou how you mak, fo xampl, will ap dividnds. Fis us ools lik Klou and P Indx o idnify h onlin psonaliis findlinss o build a laionship wih hm. I will ak im bu i s woh i. And mmb, as lon as you appoach hm psonally offin somhin insin (so hy hav somhin insin o iv hi ads), hy will hank you fo i. Ta hm impsonally and hy will ino you. Conn makin can b sn as a numbs am. Th mo links you can plac aound h wb, h mo downloads you will. Pos links o you conn on vy appopia plafom fom you own Facbook Dzon and Scibd. Howv, b awa ha you will soon ach h poin of diminishin uns. Whil vy vido should o on YouTub, fo xampl, h a hundds of oh vido sis ha may o may no b woh you whil. Usin aaion o auo-uploadin ools can hlp, bu h only way o know which sis bin h mos downloads is o s and masu

In sho, you can hink in ms of qualiy o quaniy, and you nd o hink no only abou cain conn, bu also disibuin i. DIFFERENTIATE Incas h qualiy of h conn you ca.

4 CONTENT FOR THE WORLD: GIVE YOUR CONTENT WINGS CULTURAL CONTENT MARKETING Th maazin you a cunly holdin in you hands o viwin on you scn is islf a fascinain xampl of conn makin. Cad in od o dmonsa h makin xpis and innovaion of E3 ancis o cusoms and ponial clins, i has a ponial audinc ha is spad as widly as E3 ancis hmslvs i acoss h lob. So i also dmonsas anoh challn ha facs conn maks: h ask of cosffcivly poducin conn ha appals o diffn oaphical audincs. Th a a many facos o consid: LANGUAGE Enlish has lon bn h linua fanca fo businss. Bu as US commcial dominanc yilds nly in h fac of nw min conomis, and wih h accpanc of h ida of h lobal villa, conn maks a adapin. Rmakably, Enlish conn psns jus 25% of h inn and i is dcasin. Many businss dcision maks spak Enlish as a scond lanua. Bu conn is mo ffciv whn dlivd in h pfd lanua of h ad and sach shows ha 85% of buys a lucan o mak puchas dcisions wihou infomaion in hi naiv lanua. CONTENT As xplaind in h maix shown in h cn spad of his maazin, h way you disibu you conn is as impoan as h conn islf. I is ssnial o ak local advic on h ypical wb-bowsin habis of h local audincs. Which wbsis do hy visi? Which social mdia channls do hy us? How do hy sach? Facbook is vywh bu conn maks should us Xin in Gmany, Oku in Bazil and so on. A lil local knowld fom E3 pans, fo xampl can o a lon way. CULTURAL AND ECONOMIC As maks hav always known, diffn maks spond o diffn mssas. Global campains ak mssain vaiaions ino accoun and conn campains mus do likwis. In addiion, h a culual considaions ha may wll limi h upak of nalisd, lobal conn. Aain, h answ is o ak local advic. Th sma conn maks also know ha i hlps o mak local fncs whnv possibl: us local spokspopl as conn auhos, and f fly o h a couny in h il, imay and x. Th xampl opposi shows how maks can is o h challn of coss-culual conn makin. GET YOUR CUSTOMERS TO CREATE THE CONTENT! Cain conn aks im. So h smas campains ca an incniv fo ohs o do h wok. Schindl Pan s awadwinnin Black Box campain is an innious xampl wh dsins w inspid o ca maials which, in un, pomod h band. Rad mo in Issu 8 of GIM. and cusoms, bu i had on poblm: all conn was cad wih a US o mssain, which allowd us o ca h boad mssain bands ha would uid fuu conn caion: Esablishd maks ( US): Ths ions a also cunly xpincin lil conomic owh and h pincipl of wokfoc manamn is wll Acclain maks ( Mxico): Bcaus of low labou coss and a numb of conn in lin wih h mssain, whils also anslain wh ncssay 5 6

So i also dmonsas anoh challn ha facs conn maks: h ask of cosffcivly poducin conn ha appals o diffn oaphical audincs. Th a a many facos o consid: LANGUAGE Enlish has lon bn h linua fanca fo businss.

5 E3 Global Insihs: Wih ach issu of his maazin, w a dmonsain h xpinc and knowld of ou mmb ancis. Bcaus ou clins and pospcs valu h conn, hy wan o invs im in adin i houh convnional advisin. E3 NETWORK E3 nwok Th E3 Ancy Nwok is a closly inad coaliion of indpndn band say and makin communicaions fims fom aound h wold. Wih accss o his wid pool of aln, E3 ancis iv clins a al chanc o mak an impac naionally and innaionally. Find ou how h E3 pspciv can hlp you. Adminisaion: vl@3nwok.com Sop inupin m! As a clos nwok of indpndn ancis, h E3 Nwok can plan and mana cossbod conn makin campains mo ffcivly han any sinl naional ancy. If you would lik o alk o us abou his, plas mail: connmakin@3nwok.com Bas On This issu of E3 Global Insih Maazin is did by Bas On. Fo mo infomaion, plas conac: hllo@basonoup.co.uk o am@bason.co.uk Bas On Halquin Hous, 7 Hih S, Tddinon, TW11 8EE Tl

Wih accss o his wid pool of aln, E3 ancis iv clins a al chanc o mak an impac naionally and innaionally. Find ou how h E3 pspciv can hlp you. www.3nwok.com Adminisaion: vl@3nwok.com Sop inupin m!

IT Update - August 2006

IT Update - August 2006 IT Nws Saus: No Aciv Til: Da: 7726 Summay (Opional): Body: Wlcom Back! Offic of Infomaion Tchnology Upda: IT Upda - Augus 26 Rob K. Blchman, Ph.D. Associa Dico, Offic of Infomaion Tchnology Whil You W