Posts Tagged ‘joe pulizzi’

Cleveland’s Content Marketing World ROCKS!

Wednesday, September 7th, 2011

I’ve attended conferences in Las Vegas, London, Miami, New York, Paris and elsewhere. I’ve participated behind the scenes and as a presenter at a half a dozen more including a DECworld where we had Boston Harbor dredged deeper to accommodate the Queen Mary as our venue. At 600 attendees, Content Marketing World isn’t the biggest conference I’ve ever been to, but it is the best.

cnwtoppic Clevelands Content Marketing World ROCKS!

Why? Maybe because it’s designed, produced and delivered by professional marketers for professional marketers. Every facet… every touch point from my room key to the highly polished and engaging keynote performances have been developed to fascinate attendees and communicate relevant and useful information. Information sure to convert anyone who isn’t already a Content Marketing evangelist.

There’s no argument that Content Marketing beats the pants off every other form of marketing from a bang for the buck perspective. Now we’re learning how to leverage content… all kinds of content from plain text to multimedia and everything in between, to turbocharge real time marketing, social media marketing and… who knows what else? We’re not even halfway through this event!

Just this morning we had valuable and entertaining presentations from Joe Pulizzi (the Godfather of Content Marketing), Sally Hogshead and David Meerman Scott. All three of these people aren’t only best selling authors and dynamic speakers. They are highly successful marketers and consultants who have real world experiences and well thought through insights.

I gotta go back for the next session. If you’re in Marketing, you need to plan on attending next year. I’m just so excited by the CONTENT, and impressed by the production values, I feel I have to tell my friends, clients and colleagues. It’s a  fantastic event and a major indicator of where Sales and Marketing are headed.

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Posted in content marketing, content/social media marketing, digital relationships, marketing strategy, multimedia, real time marketing, Sales and Marketing alliance, social media | 2 Comments »

100 Content Marketing and Social Media Predictions for 2010

Wednesday, December 16th, 2009

Joe Pulizzi, the de facto worldwide thought leader for ‘content marketing’, has included me (along with Seth Godin, Mike Volpe, David Meerman Scott, John Jantsch, and 55 others) in his list of contributors. I’ll give you the link (I’m about half way down the list), but first here’s my prediction:

Bob Leonard

In the B2B world, it’s going to require what Oliver Wendell Holmes called “simplicity on the other side of complexity”.

What I mean is that marketers are going to have to work hard to distill product and service information (features and benefits, competitive positioning, value propositions, etc.) into easily consumed, and quickly digested morsels. I’m not referring to slogans or tag lines. Marketers have moved beyond sales messages to delivering relevant and useful information. As the sheer volume of this information grows exponentially, marketers must learn to communicate to target prospects not only in a meaningful, concise way; but also using multimedia to engage more of the targets’ senses. To teach and to entertain simultaneously.

I happened to have a prediction ready for Joe because it’s something I’ve been thinking about quite a bit.

As a content developer, my primary communication vehicle has been the written word. As technology advances, and the amount of information available to people explodes, text on a page or a screen is becoming less and less capable of competing for peoples’ attention. So, I decided to work on something new. I was looking for something I could do largely by myself with just a PC, some software and an internet connection. I’ve found that thing. I call it ‘storyboarding’.

It’s a mashup of PowerPoint, video and podcasting (voice over).

I’ll be evolving this blog to that format within the next few weeks. And will be using it to help clients communicate to their customers and prospects.

Meanwhile take a look at Joe’s 100 Content Marketing and Social Media Predictions for 2010.

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Posted in acSellerant, Bob Leonard, business to business, content marketing, trust | 1 Comment »

B2B Marketing Has Always Been Content Marketing

Tuesday, July 7th, 2009

Two purposes for this post. One to show you a video from the Business Marketing Association’s conference currently being held in Chicago, and the other to introduce you to my buddy, Joe Pulizzi. Joe has the video posted to his site. It’s short. It’s entertaining. And it tells a story that will resonate with you.

You should register to receive Joe’s blog. Content Marketing is the only thing that’s working today for B2B, and Joe is one of the world’s top experts. As the video illustrates, it has always worked for B2B, it’s just that we didn’t call it ‘Content Marketing’.

The way it worked was a salesperson knocked on doors and built relationships over time. Eventually he or she built trust and prospects began to believe what he or she told them. Very difficult and too expensive to do today. Much more effective and much cheaper to do it online.

Complex technology sales can’t be closed online, but trust and relationships can be built that way. Then, prospects will contact you when they’re ready to talk price and Ts & Cs. You still need smart, hard working salespeople, but you can deploy them more strategically.

That’s the way it works today. You have to build the content. Relevant and useful information. Added fresh at least three times a week. A blog is a good way to do that. Case studies, podcasts, surveys, videos, whitepapers and other types of content work too.

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Posted in business to business, content marketing, trust | No Comments »