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