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John Lane
Works at Centerline Digital
Lives in Raleigh, NC
350 followers|4,359 views
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WARNING: Blatant self-promotion!

Please check out my #sxsw session: The Content Marketing Art of War. And if you're compelled... vote, too?

http://cdig.co/13r4WCR
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Using Instagram (and Twitter, Tumblr, and more) to tell a story with data. A case study of the IBM MobileFirst Datagrams. #contentmarketing  #infographics #data

http://cdig.co/1cCTU1q 
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John Lane

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On airports and content marketing...

“The Moment of Need” and “The Next-Most-Likely Action.” These phrases are about establishing context. In essence, they are the arrivals and departures of a content marketing strategy.

http://cdig.co/14kWKRy
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What fuels content marketing? It's not design for design's sake. It's not "cool hunting." It IS Accountable Creative.

You can't be going after the quick “look at me!” You have to deliver powerful stories that resonate with your audience at a deeper level. It’s the “Wow, these people really get me” cool rather than the “Wow, that was really fun to watch; now I can get back to what I was doing” cool.

http://cdig.co/12fee3g
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John Lane

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My big Google Plus complaint: I can't combine this + account with my other one... which is unfortunate since I'm active there but not here.

Please come connect with me over here: https://plus.google.com/116232596749079941272/about/
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shut up
your a werdo
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John Lane

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thank you, Susan!
 
Marketing peeps- this presentation is a must see:  'Content Marketing Art Of War' by +John Lane   and Centerline Digital
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Have him in circles
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John Lane

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Don't get caught up answering the wrong, big question. #ContentMarketing  is based around "What do I want to achieve?" not "What should I make?" This #ContentPlanning  guide will help you identify and answer all the little questions that lead to the right, big answer.

http://cdig.co/17OYMMC
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I'd like to help you out. Which way did you come in?

Context — knowing where people are coming from and where they're going — is as important to the success of content marketing as the quality of the content.

http://cdig.co/14kWKRy
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How does +CENTERLINE DIGITAL create all the amazing content so quickly? We use the products and services of one of our clients — +IBM — to speed analysis and rendering. Our CEO Charles Long spoke at IBM Edge earlier this week to detail some of the tech behind achieving Accountable Creative. Here's a peak:

http://cdig.co/11bB2j0
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Assume users have a raging headache. Then ask yourself, “Am I making it worse?” When I have a headache, complex thinking turns the clamp around my skull two notches tighter. Users shouldn’t need to invest an abundance of time or brainpower to make sense of where to find stuff. (In fact, they won’t. They’ll split.)

http://cdig.co/150Yt0N
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John Lane

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My big Google Plus complaint: I can't combine this + account with my other one... which is unfortunate since I'm active there but not here.

Please come connect with me over here: https://plus.google.com/116232596749079941272/about/
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Jake St. Peter's profile photoJon Parks's profile photoJohn Lane's profile photo
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I'm pretty confident it did the trick - Now when I go to switch accounts my google apps account is now my +Dirigo Creative page and not my dirigo email account. +Jon Parks did you take the leap of faith?
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Have him in circles
350 people
Martin W. Smith's profile photo
Adam Carroll's profile photo
Ann Whitehurst's profile photo
Jason Karsh's profile photo
Whitney C's profile photo
Work
Occupation
digital anthropoligist (observe) + marketing strategist (synthesize) + experience designer (create)
Employment
  • Centerline Digital
    VP, Strategy and Creative, 2004 - present
  • Gensler
    Senior Marketing Coordinator/Graphic Designer, 1999 - 2004
  • Carlyle Gregory Company
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Gender
Male
Story
Tagline
Look over here -> http://cdig.co/johnvlaneplus
Introduction
When I watched TV as a kid, I used to run to the bathroom during the show so I could make it back for the commercials. Today, brand strategy, design and marketing still captivate me, and that's why I do it for a living.
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Currently
Raleigh, NC
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