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What Old School Hip Hop Teaches us About Content Marketing

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What Old School Hip Hop Teaches us About Content Marketing

  1. 1. WhatOld SchoolHip HopTeaches UsAboutContentMarketing
  2. 2. thankyoufor being here
  3. 3. Presenter-AttendeeAgreement
  4. 4. TheLawof two feet
  5. 5. Vibrate please
  6. 6. Tweeting?@BryanKellyNow@MaddieGrant#MMCconLK18
  7. 7. TWEETunto others...
  8. 8. GOODTweet something
  9. 9. BEFOREYou tweet something bad
  10. 10. seek first to understand
  11. 11. to ponder, question, agree, or disagreeSafeSpace
  12. 12. DIRECTORat AptifyBryan KellyMarketing
  13. 13. DIRECTORat AptifyBryan KellyMarketingGRADUATEDFROMTOPMUSICBUSINESSSCHOOLMUSICBIZCHEWEDMEUP&SPITMEOUT3YEARSLATERSTARTEDAMARKETING&DESIGNAGENCYATAGE25CO-FOUNDEDANAWARD-WINNINGBLOGWORKFEATUREDINOVER100PUBLICATIONS
  14. 14. AssociationMavens.com
  15. 15. Maddie GrantStrategistat ICFWeb
  16. 16. HAVETWOARTHISTORYMASTERSDEGREESREALLYWANTEDTOBEANARTCURATORNOWCURATEDIGITALCONTENTINSTEADMANAGE30BLOGGERSATSOCIALFISH.ORGJOINEDICF,5THLARGESTDIGITALAGENCYINUSMaddie GrantStrategistat ICFWeb
  17. 17. SocialFish.com
  18. 18. ABOUTYou!
  19. 19. The Fresh Prince?ORLL Cool J?
  20. 20. What This Presentation Is Not...LET’SBECLEAR
  21. 21. 1AMUSICLESSONONHow To Rap or Make a Beat
  22. 22. 2ARECOMMENDATIONTOPLACEHip Hop References in Content
  23. 23. Increasingly DifficultTell Me How This is RelevantWIIFM?
  24. 24. 1UNCOVEREXACTLYWHATOld School Hip Hop’s All About
  25. 25. UNDERSTANDHOWHIPHOPPRINCIPLES2Directly Apply to Your Content
  26. 26. Freshness Into Blogs, Emails,eBooks, Videos, etc.3DISCUSSHOWTHESELESSONSINJECT
  27. 27. YOURturn!WhichObjectiveInterests YouMost?
  28. 28. 1How Hip Hop Principles Apply23 Inject Freshness into ContentUncover Hip Hop’s Origins
  29. 29. We Live in a Hip Hop World
  30. 30. We Live in a Hip Hop WorldObama talks Hip Hop: tinyurl.com/obamahiphop
  31. 31. THEORIGINSIncreasingly Difficultof Old School Hip Hop
  32. 32. THEBRONXAugust 11, 1973
  33. 33. Sedgwick Ave PlaygroundDJ Kool Herc
  34. 34. 4ELEMENTSof Hip Hop
  35. 35. Innovation1Remixing2Authenticity3Storytelling4
  36. 36. Think DifferEnt.INNOVATION1
  37. 37. GrandmasterFlash
  38. 38. “Here’stothecrazyonesThemisfits.Therebels.ThetroublemakersTheroundheadsinthesquareholesTheoneswhoseethingsdifferentlyThey’renotfondofrules&theyhavenorespectforthestatusquoYoucanquotethem,disagreewiththemGlorifyorvilifythemTheypushthehumanraceforward&WhilesomemayseethemasthecrazyonesWeseegenius.”JackKerouac
  39. 39. CDC’SPREPAREDNESSCAMPAIGNZombie Apocalypse
  40. 40. Graphic Novel Preparedness Kit
  41. 41. Let’s Break This Down
  42. 42. 1 Research cultural references24 Don’t try too hard, but have fun!3Stop people in their tracksConnect your message
  43. 43. EXERCISETABLEDISCUSSIONMember-Get-A-Member Campaign Ideas
  44. 44. 1 Research cultural references24 Don’t try too hard, but have fun!3Stop people in their tracksConnect your message
  45. 45. Increasingly DifficultSteal Like an Artist.REMIXING2
  46. 46. Hear the samples: tinyurl.com/llcooljsamples
  47. 47. Remix Source Material
  48. 48. TERMLIFE’SINFOGRAPHICExpendables Body Count
  49. 49. Let’s Break This Down
  50. 50. 1 Keep Swap File with Ideas24 Don’t Copy/Paste, Be Creative!3Regularly Go To This WellWhat Fits Your ContenT Goal?
  51. 51. EXERCISEWHOLEROOMDISCUSSIONThink Like a DJ. Think Like a Curator.
  52. 52. 1 Keep Swipe File with Ideas24 Don’t Copy/Paste, Be Creative!3Regularly Go To This WellWhat Fits Your ContenT Goal?
  53. 53. Increasingly DifficultKeeping it Real.AUTHENTICITY3
  54. 54. “AXIOM#1.IFYOUAREAUTHENTIC,THENYOUDON’THAVETOSAYYOU’REAUTHENTIC.AXIOM#2.IFYOUSAYYOU’REAUTHENTIC,THENYOU’DBETTERBEAUTHENTIC.AXIOM#3.IT’SEASIERTOBEAUTHENTICIFYOUDON’TSAYYOU’REAUTHENTIC.”GILMORE & PINECO-AUTHORS OF AUTHENTICITY
  55. 55. THEDOVECAMPAIGNFor Real Beauty
  56. 56. Watch the video: tinyurl.com/videodove
  57. 57. Let’s Break This Down
  58. 58. 1 Get Immersed in Audience’s World24 Cheat: Record or Interview Them3Understand Their StrugglesSpeak/Write in Their Language
  59. 59. EXERCISEINDIVIDUALREFLECTIONWhat Makes You, You? What Drives Members?
  60. 60. 1 Get Immersed in Audience’s World24 Cheat: Record or Interview Them3Understand Their StrugglesSpeak/Write in Their Language
  61. 61. Increasingly DifficultA POWERFUL NARRATIVE.STORYTELLING4
  62. 62. Jay-ZCharlie Rose InterviewAbout His book Decoded
  63. 63. “THECENTRALTHEMEISABOUTDECODINGTHESERAPLYRICS,BUTINORDERTOREALLYDECODETHEMIHADTOTELLTHESTORYOFTHEGENERATIONANDEVERYBODYTHATGREWUPAROUNDTHATTIME.IHADTOTELLTHATSTORY.IT’SREALLYTHESTORYOFAGENERATIONOFPEOPLEWHOGREWUPTHROUGHANERATHATWASVERYDIFFICULT.”Jay-ZCharlie Rose InterviewAbout His book Decoded
  64. 64. ASSOCIATIONFORUMOFCHICAGOLANDHoliday Showcase 2012
  65. 65. Let’s Break This Down
  66. 66. 1 How’s Your Story Relevant?24 Challenges, Desires, Interests, Emotions3Spotlight Member StoriesNo Fluff, Remember Authenticity
  67. 67. EXERCISETABLEDISCUSSIONBringing the Story to Life
  68. 68. Blog postVideoEmail newsletterPodcastSocial media (FB, Twitter, Pinterest, G+)MicrositeCase studyeBookwhat else?
  69. 69. 1 How’s Your Story Relevant?24 Challenges, Desires, Interests, Emotions3Spotlight Member StoriesNo Fluff, Remember Authenticity
  70. 70. Innovation1Remixing2Authenticity3Storytelling4
  71. 71. Commit tothreetakeaways
  72. 72. DIRECTORat AptifyBryan KellyMarketingmaddie@socialfish.orgbryan.kelly@aptify.comWebMaddie GrantStrategistat ICFWeb
  73. 73. mostimagessourcedviacompfight.cominthispresentationwehaveusedaverysmallnumberofphotoswherewehavenotbeenabletodeterminetheactualowner.wehonor&respecttheseunknownphotographersfortheirkick-a**work.byusingtheseimages,wemightverywellhavemessedupandinfringedonsomecopyrights.wedonotwantthefbitoshowupatourhouses.so,ifwehavescrewedupyourlifebyusingyourphoto,pleaseletusknow.respectandmuchlove.

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