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A STRATEGIC APPROACH TO
CREATIVE CONTENT
MARKETING
Brian Clark
CEO - Copyblogger Media
@copyblogger
Social
Content
Search
Sale
Email
Unaware
Attraction
Permission
Conversion
Sale
THE MONOMYTH
Unaware
Attraction
Permission
Conversion
Ordinary World
Call to Adventure
Meeting the Mentor
Crossing the Threshold
Sale
THE STORY:
CONTENT AS MENTOR
THE 5Cs OF CONTENT
CREATION
5Cs
‣ Context
‣ Cornerstone
‣ Connection
‣ Conversion
‣ Copy
CONTEXT
‣ What’s the journey?
FIND OUT THEIR PROBLEMS AND DESIRES,
MAKE THEM THE HERO,
AND HELP THEM ON THEIR JOURNEY
CORNERSTONE
‣ What do they need to know?
CONNECTION
‣ What do they need to engage?
MEANING + FASCINATION =
ENGAGEMENT
CONVERSION
‣ What do they need to believe?
EVANGELIZE
AND CONVERT
COPY
‣ What’s the offer?
‣ Great product or service
‣ Fantastic value
‣ Communicate benefits
‣ Overcome lingering objections
‣ Reverse risk
‣Cornerstone = Educate
‣Connection = Engage
‣Conversion = Evangelize
Brian Clark
@copyblogger
http://copyblogger.com/
Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Marketing
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Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Marketing

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Transcript of "Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Marketing"

  1. 1. A STRATEGIC APPROACH TO CREATIVE CONTENT MARKETING Brian Clark CEO - Copyblogger Media @copyblogger
  2. 2. Social Content Search Sale Email
  3. 3. Unaware Attraction Permission Conversion Sale
  4. 4. THE MONOMYTH
  5. 5. Unaware Attraction Permission Conversion Ordinary World Call to Adventure Meeting the Mentor Crossing the Threshold Sale
  6. 6. THE STORY: CONTENT AS MENTOR
  7. 7. THE 5Cs OF CONTENT CREATION
  8. 8. 5Cs ‣ Context ‣ Cornerstone ‣ Connection ‣ Conversion ‣ Copy
  9. 9. CONTEXT ‣ What’s the journey?
  10. 10. FIND OUT THEIR PROBLEMS AND DESIRES, MAKE THEM THE HERO, AND HELP THEM ON THEIR JOURNEY
  11. 11. CORNERSTONE ‣ What do they need to know?
  12. 12. CONNECTION ‣ What do they need to engage?
  13. 13. MEANING + FASCINATION = ENGAGEMENT
  14. 14. CONVERSION ‣ What do they need to believe?
  15. 15. EVANGELIZE AND CONVERT
  16. 16. COPY ‣ What’s the offer?
  17. 17. ‣ Great product or service ‣ Fantastic value ‣ Communicate benefits ‣ Overcome lingering objections ‣ Reverse risk
  18. 18. ‣Cornerstone = Educate ‣Connection = Engage ‣Conversion = Evangelize
  19. 19. Brian Clark @copyblogger http://copyblogger.com/
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