With our content creation for February’s Email Summit 2013 in Las Vegas now in full swing, we wanted to take one last, loving look at our previous Summit – B2B Summit 2012.
Keynote Sally Hogshead was insightful and inspiring. After she stepped off the stage and the crowd headed out to the cocktail hour, Luke Thorpe threw his camera on his shoulder, I grabbed my mic, and we asked her a few questions to help the MarketingSherpa blog audience understand how to market to different personality types …
For those impatient and busy types, here are a few timestamps if you’d like to jump ahead in the video …
There are times when one marketing tactic seems to totally dominate the discussion. In recent years, social media has been in that mix, and mobile and its various form factors and latest upgrade release dates are pretty top of mind for plugged-in marketers.
These days, the one tactic I hear about most often when speaking with brand-side practitioners and vendors/agencies/consultants alike is content marketing – particularly how important content and having a content marketing strategy is for B2B marketers.
I did not keep a formal tally, but I am willing to bet content marketing figured in to every presentation at the MarketingSherpa B2B Summit 2012 in some fashion. So much that I made the entire tactic the number one lesson learned in the event recap.
A recent B2B newsletter how-to article featured two B2B content marketing consultants providing tactics on the basics of B2B content marketing. As with many MarketingSherpa articles, while gathering material for the story, I ended up with more great marketing ideas than needed for the piece.
In this case, one of the expert sources for that article, Stephanie Tilton, B2B Content Consultant, Ten Ton Marketing, provided an excellent eight-point breakdown of how to get started with content marketing, and I wanted to share her insight with MarketingSherpa Blog readers.
Here are Stephanie’s eight steps to get started with B2B content marketing:
“How many of you believe you are more fascinating than the average person?”
Keynote speaker Sally Hogshead, who goes by Chief Fascination Officer at Fascinate, presented this question to the MarketingSherpa B2B Summit 2012 audience Tuesday afternoon.
Not many hands in the room went up, which supported Sally’s findings: Only 39% of people believe they are more “fascinating” than “average.”
What is fascination? According to Sally, it’s a moment of total emotional focus.
She has developed the 7 Triggers of Fascination, “which are deeply-rooted means of arousing intense interest.” Each person, and brand, has primary and secondary triggers. These triggers indicate where your strength lies in fascinating others.
When your company fascinates your audience, your will get more engaged and loyal customers who are morelikely to refer others.
That leaves marketers asking, “How can we create the moments of fascination with our consumers that use the same triggers we experience when we are fascinated?”
The seven triggers represent different paths or ways to fascinate your customers with your brand. So, let’s break down each one:
Noted author, speaker and copywriter Sally Hogshead will keynote this month’s B2B Summit 2012 in Orlando. To whet your appetite for her keynote address, “The Nine-second Attention Span: Selling your brand, and yourself, in social media,” let’s look at her talk from TEDxAtlanta to begin learning how to grab your potential customers’ attention, even though they likely have the same attention span as a goldfish …
Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
There are times when one marketing tactic seems to totally dominate the discussion. In recent years, social media has been in that mix, and mobile and its various form factors and latest upgrade release dates are pretty top of mind for plugged-in marketers.
