The Other C Word: What makes great content marketing great

155,429 views
158,882 views

Published on

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.

Published in: Business, Technology
39 Comments
252 Likes
Statistics
Notes
No Downloads
Views
Total views
155,429
On SlideShare
0
From Embeds
0
Number of Embeds
185
Actions
Shares
0
Downloads
1,358
Comments
39
Likes
252
Embeds 0
No embeds

No notes for slide

The Other C Word: What makes great content marketing great

  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‘birdsbees’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

×