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.

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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The Other C Word: What makes great content marketing great The Other C Word: What makes great content marketing great 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