This was a busy year for me in terms of presentations and appearances. Content marketing has become a hot topic, so these days I’m out there talking about some of the how-to elements of getting started.
A few people have mentioned that I need to keep track of these speaking appearances better, so I created this post to document 2013.
Buddy Scalera explains content strategy using Grok comics drawn by Pat Quinn. ICC2013 – San Francisco
FEBRUARY: February 7-8, 2013
The year kicked off with the Intelligent Content Conference 2013 in San Francisco. This event is one of the most technically advanced events, so the speakers are encouraged to talk about the how-to aspects of creating intelligent content. One of the organizers is Ann Rockley, who is an industry thought leader on XML-driven content. The other organizer is Scott Abel, the Content Wrangler, who is deeply involved with the technical details behind content management across multiple channels.
Anyway, I spoke at the ICC 2013 and delivered a presentation called “Channel-Agnostic Content Strategy for Happy Marketers.” It’s a deep dive into how content needs to be developed and managed to flow across multiple platforms. We had slightly tighter time slots, so the idea was to get into your story fast. It was a good approach that stripped out the fluff and forced you to get into the specifics of content formatting.
Precondition your audience at the start of your presentation.
If you’re delivering a business pitch, you are trying to share an idea that the client will want to buy. That means it needs to be memorable. As a presenter, you need to make sure that your future client knows what the heck you are trying to say.
Don’t just tell them that you’re good at delivering a powerful message. Prove it in your presentation.
Here’s a good piece of advice for making presentations memorable, which I learned from my friend and co-worker, John Spingler (aka Sping).
Here are three basic steps to delivering a memorable pitch and marketing story:
Tell them what you are going to tell them.
Tell them what you just told them.
Sounds really simple, right?
But if you’ve ever suffered through a dull PowerPoint presentation and wondered “where is this going?” then you know that delivering a clear message isn’t so simple. When a presentation lacks focus, it’s hard for your listener to remain focused. Continue reading →