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Rebecca Bridge_SearchLove San Diego 2013_Fail Big at Content, It's Okay

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  • Content StrategistI brainstorm contentI write contentI strategize contentI edit contentI rewrite contentI help clients speak to their customers in a resonant voice
  • Show of hands, favorite author, who are they
  • The Velvet Underground of the literature world
  • You can fail bad or you can fail good
  • And I don’t mean this kind of bad
  • List of content essentials-this is the poetry of the website
  • robust content marketing,
  • http://academy.hubspot.com/Portals/137828/docs/7-step-guide-to-creating-a-resource-center.pdf
  • Big Content slide

Transcript

  • 1. 1
  • 2. REBECCA BRIDGE @REBECCABRIDGE I AM A CONTENT STRATEGIST. GOT CHEESE? WHAT MEAN A “NON SEQUITOR”?
  • 3. BEFORE WE GET INTO FAILING LIKE YOU MEAN IT…
  • 4. I’d like to begin this marketing presentation with the most logical marketing topic I can think of: LITERATURE
  • 5. SHELLFISH BY RICHARD BRAUTIGAN Always spend a penny as if you were spending a dollar and always spend a dollar as if you were spending a wounded eagle and always spend a wounded eagle as if you were spending the very sky itself. POEM @rebeccabridge
  • 6. FROM “THE CATCHER IN THE RYE” BY J.D. SALINGER “Take most people, they're crazy about cars. They worry if they get a little scratch on them, and they're always talking about how many miles they get to a gallon, and if they get a brand-new car already they start thinking about trading it in for one that's even newer. I don't even like old cars. I mean they don't even interest me. I'd rather have a goddamn horse. A horse is at least human, for God's sake.” -Holden Caulfield FICTION @rebeccabridge
  • 7. 14
  • 8. “Poets are our original systems thinkers. They look at our most complex environments and they reduce the complexity to something they begin to understand.” -Sidney Harman
  • 9. 16 What does this have to do with content marketing? @rebeccabridge
  • 10. IF A WEBSITE’S CONTENT IS SOLID THAT IS POETRY
  • 11. THIS IS NOT WHAT I MEAN WHEN I SAY THAT IT’S OKAY TO FAIL BIG AT CONTENT.
  • 12. IT’S NEVER OKAY TO FAIL AT THE CONTENT ESSENTIALS OF A WEBSITE.
  • 13. 22
  • 14. TAKE CARE OF THE ESSENTIALS FIRST
  • 15. LANDING PAGES PRODUCT DESCRIPTIONS ABOUT PAGES CATEGORY PAGES EVERGREEN CONTENT TITLE TAGS ESSENTIAL ONSITE CONTENT
  • 16. WHEN YOU GET THAT DONE, YOU CAN MOVE ON TO THE FUN AND FLASHY STUFF, LIKE METAPHORICAL NOVEL WRITING.
  • 17. When I say “Fail Big at Content” I mean fail big at
  • 18. Now That’s a Lot of Resources!
  • 19. 34
  • 20. 35
  • 21. BUT WE’RE AFRAID TO DO IT AND THAT’S BADD
  • 22. WE’RE NOT STARTING CONVERSATIONS, WE’RE JUMPING IN IN THE MIDDLE.
  • 23. WE HAVE LOTS OF REASONS TO STICK WITH THE NORM IT’S TOO EXPENSIVE or THE CLIENT MIGHT HATE IT or THE INTERNET MIGHT HATE IT or IT MIGHT NOT GO VIRAL !!!!!!!!!!!!!!!!!!!!!! THE REWARD ISN’T WORTH THE RISK
  • 24. But it’s expensive!
  • 25. You Know Who Doesn’t Have Cash?
  • 26. 44
  • 27. 49
  • 28. It Didn’t Go Viral, That’s Not What We Expected. Anyhow, it Did Something Better…
  • 29. BECAUSE YOU KNOW WHO ISN’T AFRAID TO TAKE A RISK ON CONTENT?
  • 30. THE BIG BOYS
  • 31. McDonalds or Coke or Red Bull
  • 32. First Things First Is it Racist, Sexist, or Otherwise Irresponsible ? There’s risky - And then there’s just stupid.
  • 33. Do You Hate It?
  • 34. You’re Afraid of Failure
  • 35. Failure ≠ Stupidity
  • 36. Once Upon a Time…
  • 37. Failure is how we learn. It’s how we make adjustments.
  • 38. Get It Here: http://bit.ly/1edxceC
  • 39. @rebeccabridge