content marketing science and art - centerline digital - updated october 2013
DESCRIPTION
Heisenberg's Uncertainty Principle let's us know that we can't possibly know both the exact location and the exact velocity of an object. People operate on the same level: Us marketers rarely know both where our audience is going and how fast they'll get there. Content Marketing is a way to improve your aim and better connect your message with your target audience. But actually making the connection? That's more art than science. In this presentation, principles of science (and art) reveal lessons for content marketing success.TRANSCRIPT
Content MarketingScience & Art
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Entropy
Natural Tendency Not Gonna Happen
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of the70%B2B buying processis over before thefirst sales touch.
Corporate Executive Board Marketing Leadership Study, 2011
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The average shopper uses sources before buying, twice as much as in years past.
5.27
10.4
2010 2011http://www.zeromomentoftruth.com/
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Which one will a random person pick first?
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The Nature of Ions
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The Take-Away:Aim for “You Complete Me.”
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Heisenberg’s Uncertainty Principle
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Where did you come from?Where are you going?
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If you want to do a "Real world" test, make a bootable CD-ROM with one of the Linux distros, such as Knoppix. Boot the servers off the CD-ROMs and then unplug your UPS's. This doesn't replace the drivers & monitoring software, but gives you another way to test, to relieve any lingering concerns you, your boss, or any auditors involved may have. You will still want to do this off hours, or on a weekend.
ING Direct “Small Sacrifices”
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Mobile enables unique customer insights for location and time-specific targeting. Explore @ ibm.co/Xx0trH #ibmmobile
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Average Tennis Fans...
• Are men, 35-49 years old (56% male)
• Are 93% more likely to have a post-grad degree
• Are more likely to be in senior management
• Are mobile-centric117,000,000 mobile page views of US Open Coverage
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The Take-Away:Design for Moments of Need.
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Fluid Dynamics
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Flickr Photo by wetwebwork
Respect Desired Paths
Install a Pebble Tile Accent WallThe bathroom can be a inviting beautiful room that can add a lot to your home with just a few simple changes, such an a pebble tile accent wall.
The Take-Away:Respect Desired Paths.
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E=mc2
Mass-Energy Equivalence
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Story-Resonance Equivalence
ContentContext( )
S+C =R2
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