Who’s Speaking? Floyd Smith Director, Content Marketing Formerly:

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Presentation transcript:

Adding Marketing to Your Writing Toolkit For STC Silicon Valley September 2017

Who’s Speaking? Floyd Smith Director, Content Marketing Formerly: Sr. Technical Writer, Apple Group Channel Manager, Altavista Author of best-selling technology books

Marketing Writing vs. Technical Writing Lighter Some humor Scannable Always written for Web Link to technical detail

Key Things to Know B2B key: Content marketing B2C key: Experiential marketing Finer point: Always a ratio, depending on your audiences Key civilizational metric, from ~2001 to the robot apocalypse: pageviews Key tools: Salesforce, Marketo/HubSpot Key business metrics: Revenues (Limiting factor on profits) Customer satisfaction (Influences renewals) (Influences recommendations)

The Sales Funnel - Typical

The Sales Funnel - Terminology

The Sales Funnel - Enhanced

Key Skill: SEO

Questions?