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The Other C WORD by Velocity
 

The Other C WORD by Velocity

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    The Other C WORD by Velocity The Other C WORD by Velocity Presentation Transcript

    • Whatmakesgreatcontentmarketinggreat.
    • We’vebeenthinkingalotabout whatmakesgreatmarketing ingeneralandgreatcontent marketing,specifically.
    • Lousymarketingtendstofallinto justafewbigBadBuckets: Ignoranceoftheaudience. Anempathybypass. Cliché. Totallackofcraft. (Alloftheabove.)
    • Butgreatmarketingis ahugelydiversechurch.
    • Isthereanysinglethingthatconnects somethinglikeDumbWaystoDie to‘EatBeef,YouBastards’ tothelovelyPathsofFlightvideo totheoutrageouslybrilliant ‘FollowtheFrog’video?
    • They’renotallfunny. Onegreatpieceofcontent mayshout,anothermaywhisper. Someisbeautifullycrafted, othersarerough-edged andimmediate.
    • Soisthereacommondimensionthat allgreatmarketingcontentshares? Some thatwe canalllearntoapplytomakeourown contentbetter?
    • There’sonequalitythatyou’llfindin greatpieceofcontent. Andonethat’slackinginalmostall badcontent.
    • It’sthesamequalitythatwelovein ourfavoritenovelsoressaysorpoems.
    • It’swhatmakesus giveourselvesover togreatmovies insteadofresisting theirpullforthewhole ninetyminutes.
    • It’saqualityweloveinallart. Andmaybeeveninthe welikeandadmiremost.
    • Thequalitythatmakes allmarketinggreatis averysimplething.
    • Themagicingredientofgreatmarketingis
    • Confidencesays, “IknowwhatI’mtalkingabout andIpassionatelybelieveit’s importantandtrue.”
    • Nomatterwhattheactualcontent ofamessagemaybe,communicating itwithconfidencetrebles,quadruples oreven itschance ofbeingwellreceived.
    • Confidencetellsus we’reinreallygood handswiththisauthor ordirectororpoet orbrand.
    • Confidencetellsusthatwe’llbegoingon thejourneythatthisperson wantsustogoon. Itmaynotbeapleasantjourney. Butit’stheintended journey, ledbyanexpertguide.
    • Whenyouthinkaboutit, that’s what we’relookingforwhenwe seekoutartandnovels andmoviesandeven brandedcontent. Wewanttobetakenplaces byexpertstorytellers.
    • Conversely,messagesandstoriesand contentthatlack confidencerepelus. Theyloseusinthefirstpageorscene. Theymakesusthink, “Ifyoudon’tbelieveinthiswhyshouldI?” Or, “You’renotverygoodatthissoIwon’tinvestmytime.”
    • Greatcontentmarketingisalways confidentcontentmarketing. Always. Noexceptions.
    • Ifconfidenceistheonlythingyou communicatetoyouraudience, you’vegotashotatareturnvisit. Andifyoucombineconfidence withasmart,compellingstory... you’reontheinsidelaneofthe fasttracktotheshortlist.
    • Unfortunately, thevastmajorityof contentmarketingtotally lacksconfidence.
    • Mostofitiscareful. Andprofessional. Andintelligentenough forthetaskathand. Butvery,verylittleofitis trulyconfident. Soit’sbland.Andmuddy. Andeye-wateringlyboring. It’sabrownZune.
    • There’saseriousdisconnecthere. Whenyoumeetmanyofthepeoplein thecompaniesdoingthisblandmarketing, they’reactuallyfullofpassionandbelief andcommitment.
    • Theylovewhattheydo. Theygivethemselves toit100%andachieve amazingthings.
    • But,somewherealongthecontent marketingassemblyline,thatpassion andbeliefisdrainedawaybeforeit reachesaprospect. Orpeckedawaybyathousandwell-meaningdetail-geese. Orburiedunderahundred-weightoftechno-dung.
    • thatifweshowtheworldthat wereallycareaboutthisstuff, we’llbelaughedat.
    • Orifwetalklikearealpersoninsteadof amarketer,someonehigher-paidthanus willfrownandsay, “Thatdoesn’tlookandsoundlikeall themarketingI’vegrownusedto.”
    • Orthatifweactuallysaywhatwemean andhavefundoingit,theskywillfall.
    • Let’sfaceit,fearsucks. Andincontentmarketing, itsuckssomuchitborders ontragedy. Soherearewaysnottosuck:
    • Whatdoesconfidentcontentlooklike? Herearesevenprinciples:
    • Insecurepeoplefilleverypause withnervousbabble. Andinsecurecontentmarketersfilleverybit ofwhitespacewith‘benefits’. Youendupshillinglikeaginsuknifesalesman. Itsmellsofdesperationanddesperationdoesn’t smellgood. 1.Sayless.
    • Thebeststoriesaresimple. Theydon’tneeddozensofcorollariesorproof-points. Havetheconfidencetosaywhatyouneedtosay, thenshutup.
    • Peoplewhodon’treallybelieveintheir offersfeelcompelledtodressthemup infancyjargon. 2.Speaklikeahuman.
    • Peoplewhobelieveintheiroffers justsaywhattheymean.
    • Confidentmarketingusesplainlanguage.
    • Funisthemostmagneticforce inhumanrelations. Ifconfidenceisthenucleusoftheatom, funisthezippylittleelectron. 3.Havefun.
    • Butmostcontentmarketing readsasifitwerewrittenduring ahigh-schooldetention.
    • Confidentcontentisfuntocreate. Thatdoesn’tmeanit’salaugh-riot. Justthatsomeoneenjoyedmakingit.
    • Toomuchcontentreadslikebarbecue assemblyinstructions. There’snopassion.Nobeliefthatthisstuffmatters. 4.Giveadamn.
    • Ifitdoesn’tmatter, don’twriteit. Ifitdoesmatter, giveitthepassionitdeserves.
    • Thisdoesn’tmeanusingbreathless proseorinsanehyperbole. Itmeanssharingyoursincereconviction.
    • Crappycontentsendsoutsignalsin ageneraldirectiontowardsafuzzy, indistinctaudience. 5.Look‘emintheeye.
    • Greatcontentalwayshas alaser-focusonthetarget. Whenyoureadit,youknoweveryword hasbeenwrittenforyou.
    • Startwithactualempathy, thencommunicatethatempathy earlyandoften.
    • Theonly‘birds&bees’talkIevergot frommywonderfulfatherwasatwo- sentenceinstruction: 6.Exposeyouragenda.
    • “Sexissomethingyoudo with agirlnotto her. Benice.”
    • Well,sellingissomethingyou dowith aprospect,notto her.
    • Weakcontentcomesacrossasslightly dishonestbecauseit’snotreally comfortablewithitssellingrole.
    • Ifyoubelieveinyouroffer, youwantpeopletohaveit. Thatmeanssellingto themisnotadirtything, it’safriendlyone.
    • Beopenaboutyoursellingagenda.
    • Evenverygoodcontentoften fizzlesoutonceit’smadeitspoint. 7.Askfortheorder.
    • Greatcontentknowsit’sthereto getyoutodosomethinganddoesn’t shyawayfromaskingyoutodoit. Greatcontentearnstherighttoaskfortheorder.
    • Sohere’swhat I’murgingyoutodo: Aimhigh. Sayless. Sayitplainly. Betrueto anindividual visionnota teamconsensus. Haveaball. Giveashit.
    • Saywhatyoureally,reallywant tosayinsteadofwhatyoufeel you say.
    • Sayitwithallthepassion,beliefand confidenceyoureallyhaveinside. Andifyoucan’tfindanybelieforpassion orconfidenceinsideaboutthetopicor issueathand...
    • Gofindanotherjobwhere youwill findthesethings.
    • Lifeisshort. Don’twastepeople’stime.
    • Don’tcrankitoutlikepasta.
    • Goforthandcreatewithfull,brilliant, blinding,magnetic,joyfulconfidence.
    • Thankyou.
    • VelocityisaB2Bcontentmarketingagency thatspecialisesinconfidence. velocitypartners.com