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Whatmakesgreatcontentmarketinggreat.
We’vebeenthinkingalotabout
whatmakesgreatmarketing
ingeneralandgreatcontent
marketing,specifically.
Lousymarketingtendstofallinto
justafewbigBadBuckets:
Ignoranceoftheaudience.
Anempathybypass.
Cliché.
Totallackofcraft.
(A...
Butgreatmarketingis
ahugelydiversechurch.
Isthereanysinglethingthatconnects
somethinglikeDumbWaystoDie
to‘EatBeef,YouBastards’
tothelovelyPathsofFlightvideo
totheou...
They’renotallfunny.
Onegreatpieceofcontent
mayshout,anothermaywhisper.
Someisbeautifullycrafted,
othersarerough-edged
andi...
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
ofbeingwell...
Confidencetellsus
we’reinreallygood
handswiththisauthor
ordirectororpoet
orbrand.
Confidencetellsusthatwe’llbegoingon
thejourneythatthisperson
wantsustogoon.
Itmaynotbeapleasantjourney.
Butit’stheintended...
Whenyouthinkaboutit,
that’s what
we’relookingforwhenwe
seekoutartandnovels
andmoviesandeven
brandedcontent.
Wewanttobetake...
Conversely,messagesandstoriesand
contentthatlack confidencerepelus.
Theyloseusinthefirstpageorscene.
Theymakesusthink,
“If...
Greatcontentmarketingisalways
confidentcontentmarketing.
Always.
Noexceptions.
Ifconfidenceistheonlythingyou
communicatetoyouraudience,
you’vegotashotatareturnvisit.
Andifyoucombineconfidence
withasmar...
Unfortunately,
thevastmajorityof
contentmarketingtotally
lacksconfidence.
Mostofitiscareful.
Andprofessional.
Andintelligentenough
forthetaskathand.
Butvery,verylittleofitis
trulyconfident.
Soit’s...
There’saseriousdisconnecthere.
Whenyoumeetmanyofthepeoplein
thecompaniesdoingthisblandmarketing,
they’reactuallyfullofpass...
Theylovewhattheydo.
Theygivethemselves
toit100%andachieve
amazingthings.
But,somewherealongthecontent
marketingassemblyline,thatpassion
andbeliefisdrainedawaybeforeit
reachesaprospect.
Orpeckedaw...
thatifweshowtheworldthat
wereallycareaboutthisstuff,
we’llbelaughedat.
Orifwetalklikearealpersoninsteadof
amarketer,someonehigher-paidthanus
willfrownandsay,
“Thatdoesn’tlookandsoundlikeall
the...
Orthatifweactuallysaywhatwemean
andhavefundoingit,theskywillfall.
Let’sfaceit,fearsucks.
Andincontentmarketing,
itsuckssomuchitborders
ontragedy.
Soherearewaysnottosuck:
Whatdoesconfidentcontentlooklike?
Herearesevenprinciples:
Insecurepeoplefilleverypause
withnervousbabble.
Andinsecurecontentmarketersfilleverybit
ofwhitespacewith‘benefits’.
Youend...
Thebeststoriesaresimple.
Theydon’tneeddozensofcorollariesorproof-points.
Havetheconfidencetosaywhatyouneedtosay,
thenshutu...
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‘birdsbees’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.
Greatcontentearnstherighttoaskforth...
Sohere’swhat
I’murgingyoutodo:
Aimhigh.
Sayless.
Sayitplainly.
Betrueto
anindividual
visionnota
teamconsensus.
Haveaball.
...
Saywhatyoureally,reallywant
tosayinsteadofwhatyoufeel
you say.
Sayitwithallthepassion,beliefand
confidenceyoureallyhaveinside.
Andifyoucan’tfindanybelieforpassion
orconfidenceinsideabou...
Gofindanotherjobwhere
youwill findthesethings.
Lifeisshort.
Don’twastepeople’stime.
Don’tcrankitoutlikepasta.
Goforthandcreatewithfull,brilliant,
blinding,magnetic,joyfulconfidence.
Thankyou.
VelocityisaB2Bcontentmarketingagency
thatspecialisesinconfidence.
velocitypartners.com
The Other C Word: What makes great content marketing great
The Other C Word: What makes great content marketing great
The Other C Word: What makes great content marketing great
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The Other C Word: What makes great content marketing great

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The a magic ingredient in all great content.
If you've got it, there's nothing you can't do.
If you don't, you're dead before you start.

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Transcript of "The Other C Word: What makes great content marketing great"

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