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

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

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

4. 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)

5. The Sales Funnel - Typical

6. The Sales Funnel - Terminology

7. The Sales Funnel - Enhanced

8. Key Skill: SEO

9. Questions?