Archive | Presentations RSS feed for this section

Our Take From Cleveland: #CMWorld Day Two

9 Sep

image

Corey and Kate spent two days at #CMWorld in Cleveland. This is the second of two posts sharing their quick takeaways from the event. If you haven’t seen the first, check it out

Our second and final day at #CMWorld. And, like day one, it was a whirlwind of fresh ideas, new friends and awesome swag. (No stress balls!)

Airborne to KC, we’re chatting about what stood out on our final day. Here’s what comes to mind.

First, a stat: For every $5 spent on content creation, marketers are spending just a buck on distribution.

Does that surprise you? It sure caught our eye. Seems like we should be investing more than four quarters to maximize ROI.

Day two gave Corey the opportunity to talk with Jeff Julian on the Enterprise Marketer podcast.

Jeff and Corey chatted about the efficiency of content being pushed through digital channels, rather than dictated by SEO. They also talked about Google updates and how the company continues to show it’s learning context, which is yielding better content as a whole.

We’ll be sure to share Corey’s interview once it’s live. So, stay tuned.

It’s easy to leave a conference like this brimming with new ideas but unsure where to start. Fortunately, Thursday’s opening panel gave some encouraging words on how to take your content strategy to the next level. Here’s a hint: start.

Stephanie Losee with Visa, fresh from Rio for the Olympics, said it just takes one piece of content to begin. Not a launch party. Not a seven-figure budget. Just one piece of content from one SME conversation.

In the same vein, Jenifer Walsh with GE reminded us that content strategy is a marathon, not a sprint. And, that it takes time to build content traction. So, take a deep breath. You don’t have to have a community of a thousand followers on day one.

Finally, Raj Munusamy with Schneider Electric, told us the mind digests visual content six times faster than text. Six times.

What we heard: Goodbye 10-page white papers. Helloooo visual content that wows! (Apparently we should be drawing you a picture, not writing this post.)

So there you have it. Our initial take on two days of all content all the time.

Would we go again? Absolutely. Would Corey remember Cleveland is hot and humid? No doubt. Would Kate pack less? For sure. (Okay, that’s a lie.)

Keep an eye out for future posts from us. In the coming weeks, we’ll share more in-depth learnings from the show.

Share via email

Take Your B2B Offense Up A Notch

8 Jul

How to Create Effective Presentations and Repurpose Content

Home Run

I am a big Kansas City Royals fan, and I love the game of baseball. The other day while I was watching a game, I realized just what it was that made the Royals such a relentless team. Although it may be better known for its defense, the Royals are also known for keeping the line moving on offense and putting the ball in play. This had me thinking about how the approach to putting out content can be very similar in strategy.

Today’s B2B marketers are faced with an increasing amount of presentations and content that they have to create in order to match the efforts of competitors. In fact, 76% of marketers will produce more content in 2016 than they did in 2015. With such a high rate of content being produced, your audience is looking for digestible content that will hook their interest and keep them engaged throughout your presentation and their experience with your brand. In this post, I will explore how keeping it simple, having a direct call to action, and repurposing content can enhance your marketing strategies and make you an all-around smarter B2B baserunner.

Getting On Base:

Whether it’s by bunting, hitting a single, or simply being selective with pitches and getting walked, the most important thing is to get on base. Simplifying your message is one of the best practices when presenting, and is sure to get you out of the batter’s box and on to the bag. You want to avoid overwhelming your audience with too much information on one slide. Keep your points direct and simple, allowing only a one point or two per slide to stay on message. This is key because your audience will process information in an organized sequence that will help them to understand your most important points. In fact, during his presentation for the iPhone, Steve Jobs only used 19 words in 12 slides, resulting in one of the most memorable and effective sales presentations, landing him in the metaphorical presenter Hall of Fame. While it is proven that visuals increase retention levels, visuals should only be used to illustrate a point and not just to fill space. It is okay to leave some whitespace, as you do not want to distract your audience from the message’s main takeaway.

Stealing Second:

Any good baserunner will tell you that reading the signs is crucial. Reading your audience is as important as timing the pitcher’s throw to home, and with the average attention span being only 8.25 seconds, you have only a short window to hook their attention. The best way to keep your audience engaged is to end each presentation with a clear call to action. Implementing a strategic ending is crucial and your strategy should adjust to get your audience engaged with your brand. For example, on a webinar I gave recently, I used the last slide of the presentation, which would normally consist of a thank you message, to advertise one of ER Marketing’s whitepapers with information on how to download it. This slide was effective because it stayed on the screen throughout our entire Q&A portion of the presentation, and converted a lot of attendees into people who downloaded and subscribed to our content. By using this slide as a direct CTA, we took a usually worthless slide and converted it to a runner in scoring position.

Taking Third:

Not every piece of content needs to take you from first to third; in fact, in most cases your past content already has you half way there. Since the need to constantly keep turning out content to keep your audience engaged is rapidly increasing, consider modifying and recycling some of the content you used in your presentation. This will add value to your marketing and further drive home your message. Repurposing your presentation can be something as simple as taking information from your presentation to create a more in-depth whitepaper or using video during the presentation to upload short highlights for your company’s website. You can also repurpose titles and headers from your presentation for Twitter posts with links to a related blog your company has written in the past. The combinations are endless.

The Home Stretch:

Home plate is in sight and you’re getting a good lead down the line, but don’t forget to take into consideration whether or not you will need to go back to tag third. When repurposing content, not only is it important to consider the medium that you want to use, but it is also important to recognize that content needs to be optimized for mobile viewing. According to KCPB, mobile digital media time is now greater than time spent on a desktop. It was also found that more people are viewing email on mobile. It is clear that mobile can no longer be treated as a separate channel, because most of your audience will be interacting with your content through mobile digital experience. Keeping a consistent experience with your content on both mobile and desktop will get you sliding into home safely.

While content and presentation curation may seem daunting, just remember to keep it simple and direct in order to drive home your messaging. As George Brett said, “When you get in that situation you simplify the approach…you play as hard as you can, win a game and come back to play another game.”

For your next presentation or webinar turn to these content tips, or visit ermarketing.net.

 

Share via email