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Survive
the Coming
Content
Shock
First Principles
•Be First
•Be Right
•Be Credible
•Be Better
What is
Content Shock?
• 10 hours/day “consuming content”
• 600% bigger Internet by 2020
• High barrier to entry
• Deep po...
k of the Literate Ro
The “Myth” of
Rising Content
1. “Write good content” is
still a stupid strategy
2. Be Human
“We will leverage end user learnings on
a going forward basis.”
“We'll use what you learned
from now on.”
“We have created a frictionless user
onboarding experience.”
“Signing up is easy.”
AYFKMWTS?!
A commonly used product management go-to-market
planning approach leverages the concept of a customer
lifecycle...
3. Write Tight
For sale.
Baby shoes.
Never worn.
4. Seriously, Read a Book!
Title Text
• Body Level One
• Body Level Two
• Body Level Three
• Body Level Four
• Body Level Five
Reading a lot teaches
...
5. Partner Up
6. Recycling Content
Unless you. . .
• Update old articles
• Revisit old topics
• Expand list posts
Title Text
• Body Level One
• Body Level Two
• Body Level Three
• Body Level Four
• Body Level Five
7. Curation
8. Go Where The
Competition Isn’t
9. Create Exclusive Content
10. Marketing Automation?
Read me
ProBlogService.com
ErikDeckers.com
@edeckers
erik@problogservice
Reach me
Thank you!
Avoid Content Shock   Mixwest 2014 Conference
Avoid Content Shock   Mixwest 2014 Conference
Avoid Content Shock   Mixwest 2014 Conference
Avoid Content Shock   Mixwest 2014 Conference
Avoid Content Shock   Mixwest 2014 Conference
Avoid Content Shock   Mixwest 2014 Conference
Avoid Content Shock   Mixwest 2014 Conference
Avoid Content Shock   Mixwest 2014 Conference
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Avoid Content Shock Mixwest 2014 Conference

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Breakout session I gave at Mixwest 2014 in Indianapolis, IN. Mark Schaefer wrote about Content Shock on his blog, which freaked out a lot of marketers. I believe that if people stick with the basics AND become better writers, video producers, podcasters, we're going to beat the people who just churn out big steaming piles of mediocrity.

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  • Schaefer says “great content will always rise to the top” is a myth. I disagree. Mediocre content absolutely will not. Great content may be “the price of admission,” but I’ve never seen “blah” be #1.
  • I found this on a real blog post the night before I gave this talk.
  • You have 300 – 400 words to make your point. Don’t waste them on adjectives, adverbs, and stupid shit.
  • You have 300 – 400 words to make your point. Don’t waste them on adjectives, adverbs, and stupid shit.
  • Cathy Day — @daycathy — author of “Circus In Winter” and “A Comeback Season.”
  • Partner with allies, cross-post content, share audiences.
  • You’re only adding to the pile
  • If you have to choose between curation and creation, choose creation.
  • It can be PART of your content marketing, but if that’s all you do, you’re only adding to the pile.
  • If everyone is blogging, do a podcast. If everyone is podcasting, do a video. (Mark Schaefer tip.)
  • White papers, e-books, special reports, email newsletters.
  • Of course, you have to feed the beast. The temptation is to just do what’s easiest, which adds to the problem.
  • Transcript of "Avoid Content Shock Mixwest 2014 Conference"

    1. 1. Survive the Coming Content Shock
    2. 2. First Principles •Be First •Be Right •Be Credible •Be Better
    3. 3. What is Content Shock? • 10 hours/day “consuming content” • 600% bigger Internet by 2020 • High barrier to entry • Deep pockets win
    4. 4. k of the Literate Ro
    5. 5. The “Myth” of Rising Content
    6. 6. 1. “Write good content” is still a stupid strategy
    7. 7. 2. Be Human
    8. 8. “We will leverage end user learnings on a going forward basis.” “We'll use what you learned from now on.”
    9. 9. “We have created a frictionless user onboarding experience.” “Signing up is easy.”
    10. 10. AYFKMWTS?! A commonly used product management go-to-market planning approach leverages the concept of a customer lifecycle delivery model. Along with ensuring a solution’s technical readiness, a product manager must ensure that tools, processes, documentation and training are developed for sales, operations and customer care before declaring product readiness.
    11. 11. 3. Write Tight
    12. 12. For sale. Baby shoes. Never worn.
    13. 13. 4. Seriously, Read a Book!
    14. 14. Title Text • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five Reading a lot teaches you what good sentences sound like, feel like, look like. If you don't know what good sentences are, you will not be successful as a writer of words.
    15. 15. 5. Partner Up
    16. 16. 6. Recycling Content
    17. 17. Unless you. . . • Update old articles • Revisit old topics • Expand list posts
    18. 18. Title Text • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five 7. Curation
    19. 19. 8. Go Where The Competition Isn’t
    20. 20. 9. Create Exclusive Content
    21. 21. 10. Marketing Automation?
    22. 22. Read me ProBlogService.com ErikDeckers.com @edeckers erik@problogservice Reach me Thank you!
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