Doug Kessler - Avoiding Crap - Succeeding at Content Marketing smm13

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Doug Kessler talking content marketing at SMM13 - 'Five(ish) ways to succeed at content marketing.

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Doug Kessler - Avoiding Crap - Succeeding at Content Marketing smm13

  1. 1. Content marketing in the age of crap. Doug Kessler Velocity Partners @dougkessler
  2. 2. The B2C bastards are eating our lunch (again).
  3. 3. An over-reliance on competent, professional, intelligent, well-made, on-strategy content.
  4. 4. Great content brands are built on home run pieces.
  5. 5. Goodies It’s a home run game. Time
  6. 6. Why hit home runs? 1)  They earn disproportionate goodies
  7. 7. Why hit home runs? 1)  They earn disproportionate goodies 2)  They improve the performance of all other content
  8. 8. Why hit home runs? 1)  They earn disproportionate goodies 2)  They improve the performance of all other content 3)  They free you from the tyranny of search
  9. 9. The most beautiful chart in the world.
  10. 10. Home run content gives you a shot at overcoming your biggest obstacle.
  11. 11. Home run content gives you a shot at overcoming your biggest obstacle. Inertia
  12. 12. 8 tips for producing home run content.
  13. 13. 1) Swing for the fences.
  14. 14. Home runs happen in the brief.
  15. 15. 2) Become a student of home runs.
  16. 16. Most content marketers are studying the wrong things.
  17. 17. 3) Steal shamelessly.
  18. 18. Originality is over-rated and creativity is totally misunderstood.
  19. 19. 4) Steal from far away.
  20. 20. Steal from: “ Many years later, as he faced the firing squad, Colonel Aureliano Buendía was to remember that distant afternoon when his father took him to discover ice.” Gabriel Garcia Marquez 100 Years of Solitude
  21. 21. 5) Steal the right things.
  22. 22. 61 views 529 views 38 views 323 views 162 views 539 views
  23. 23. 6) Steal from Joe Chernov.
  24. 24. 7) Put your swag to work.
  25. 25. 8) ‘Follow the fear’.
  26. 26. Steal from the frog Follow the Frog Max Joseph for The Rainforest Alliance
  27. 27. Steal from decapitated gremlins. Metro Trains Dumb Ways to Die
  28. 28. Steal from aviation geeks. Paths of Flight GE Aviation
  29. 29. Don’t steal from:
  30. 30. Steal from:
  31. 31. Steal from
  32. 32. A timely issue Home runs Empathy
  33. 33. A timely issue Home runs Confidence Empathy
  34. 34. Emotion A timely issue Home runs Confidence Empathy
  35. 35. Head x Heart = Home Run
  36. 36. Psychographic targeting
  37. 37. The rant
  38. 38. Championhunting Upheaval interpreting The rant Market disrupting Inertia-busting
  39. 39. Aim high. Be a student of home runs. Steal with abandon. Attack timely issues. Do it with empathy and confidence. Tap into emotion. Don’t forget to hate.
  40. 40. The B2C bastards are eating our lunch (again).
  41. 41. Time Goodies
  42. 42. Thank you.

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