Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
2 Models for
Content Marketing
from Walt Disney
How a simple cartoonist from Kansas City
can school all of us on content m...
Walter Elias Disney
While many
biographies list Disney
as an animator,
cartoons, producer,
director &
screenwriter, few gi...
–Walt Disney
“I would rather entertain and hope that people
learned something than educate people and
hope they were enter...
What is Content Marketing?
What is most content marketing used almost
exclusively for inbound marketing online?
Blogs & Ar...
What is Content Marketing?
At least that is what Internet hucksters
are calling content marketing…
…if your definition of m...
–Walt Disney
“Mickey Mouse is, to me, a symbol of
independence. He was a means to an end.”
What it should do…
The perfect Content Marketing strategy is about
providing an experience to your ideal customer that
bui...
–Walt Disney
“Disneyland is the star,
everything else is in the supporting role.”
Big Content or the
The Disneyland Experience
Text
1. Come Play in My Park
Customers are no longer customers, they
experience your brand as an audience…
Low Emotion versus
High Emotion
Content Marketing:
Your customers read a white
paper or blog.
 
Big Content:
Like an entir...
The Audience…
We have often compared Internet sales to con-men
for several reasons. First, the term “con man”
comes from t...
The Audience…
Trust: Your ideal customer needs to feel a bond of trust and that trust
takes time. Create fun interactions ...
Text
2. Experiences and Lifestyles
Consumers purchase lifestyles, features &
benefits are secondary.
Create Rich Experiences
Most purchases, even heavy equipment, are
emotional. My dad worked at a big company for
many years...
Take Them to Disneyland
The Ride - Create fun, highly interactive customer
experiences that force interaction.
The Story -...
–Walt Disney
“Disneyland is a work of love.
We didn't go into Disneyland just with the idea
of making money.”
Acts of Love?
Do you love your customers or just their money?
Create experiences for your customers that show
you value th...
–Walt Disney
“You can design and create, and build the most
wonderful place in the world. But it takes
people to make the ...
Automate a Relationship?
Who invented this idea of delegating customer
relationships and our customer experiences to
machi...
Ending so soon?
Find out more how to use high touch
marketing and big content.
!
Find us here: http://www.brandgineering.o...
Upcoming SlideShare
Loading in …5
×

Walt Disney | 2 Essentials to Learn from a Content Marketing Genius

1,155 views

Published on

Walt Disney, by either accident or design, taught all of us how to create the ultimate model for content marketing. Mickey Mouse was the foundation, from Walt's early experiences he developed the original models for branded content, using media to market and the ultimate consumer marketing experience: Disneyland. - At the very start you enter an experience, are engaged in a story world. The customer service staff, ready to help you are cast members. You are immersed in a full blown consumer experience and at the height of emotion, spit out the other end at a store that is selling you merchandise connected with that experience. - How do you do that for your brand? It is easier than you think!

Experience our extremely popular slideshare on how to create effective marketing stories: http://www.slideshare.net/CarlHartman/20-story-essentialsummary

See our slideshare on how to write an effective value proposition here - http://www.slideshare.net/CarlHartman/5-keys-to-an-amazing-value-proposition

  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Walt Disney | 2 Essentials to Learn from a Content Marketing Genius

  1. 1. 2 Models for Content Marketing from Walt Disney How a simple cartoonist from Kansas City can school all of us on content marketing! ! Carl Hartman, from Brand.gineering Chief Brand Architect &Best-Selling Author http://www.brandgineering.org
  2. 2. Walter Elias Disney While many biographies list Disney as an animator, cartoons, producer, director & screenwriter, few give him credit for one thing that sets him apart… …he was a marketing genius!
  3. 3. –Walt Disney “I would rather entertain and hope that people learned something than educate people and hope they were entertained.”
  4. 4. What is Content Marketing? What is most content marketing used almost exclusively for inbound marketing online? Blogs & Articles White Papers Infographics Email Blasts Explainer Videos eBooks Tripwires More and more clutter trying to strong-arm you into buying stuff. The most annoying bully on the block gets a sale.
  5. 5. What is Content Marketing? At least that is what Internet hucksters are calling content marketing… …if your definition of marketing is loosely defined as the equivalent of an electronic door-to-door salesman.
  6. 6. –Walt Disney “Mickey Mouse is, to me, a symbol of independence. He was a means to an end.”
  7. 7. What it should do… The perfect Content Marketing strategy is about providing an experience to your ideal customer that builds emotional ties to the brand. Like Mickey Mouse, true Content Marketing should take you through an experience that usually involves dramatic stories and very little about selling features or benefits; customers love to be entertained and to love you! Experiences & Stories are a means to an end…
  8. 8. –Walt Disney “Disneyland is the star, everything else is in the supporting role.”
  9. 9. Big Content or the The Disneyland Experience
  10. 10. Text 1. Come Play in My Park Customers are no longer customers, they experience your brand as an audience…
  11. 11. Low Emotion versus High Emotion Content Marketing: Your customers read a white paper or blog.   Big Content: Like an entire theme park for your brand! Highly emotional experiences, like stories or activities trigger chemical response in the brain that bind you message in the thoughts of the consumer.
  12. 12. The Audience… We have often compared Internet sales to con-men for several reasons. First, the term “con man” comes from the descriptor “confidence man” or a person that would fool someone into stealing their money by gaining the confidence of that “mark.” It’s about your attitude as to who your customer is. A great salesperson makes the sale by providing a genuine customer experience that leads to a purchase. The consumer becomes and audience rather than another “mark” for a con.
  13. 13. The Audience… Trust: Your ideal customer needs to feel a bond of trust and that trust takes time. Create fun interactions that make you a trusted friend. Hook: The message you provide to the ideal customer needs an emotional hook that they remember with great intensity; like their favorite song. Weave: A great salesperson knows how to weave answers to questions or objections into a story that resonates with the audience. Audience: You are providing your ideal audience (customer) with an memorable positive experience. Relationship: Friends don’t let friends constantly pitch. As the bond of trust deepens, the ideal audience (customer) will do almost anything for that new “friend” including buy more things they suggest. Be patient.
  14. 14. Text 2. Experiences and Lifestyles Consumers purchase lifestyles, features & benefits are secondary.
  15. 15. Create Rich Experiences Most purchases, even heavy equipment, are emotional. My dad worked at a big company for many years; if a salesman took him out to lunch and then to see another company using that same equipment running, the emotions were so high that he made it fit his expectations. High touch experiences, even virtual ones, drive sales. About 87% of purchases are based on high-touch experiences, 13% on the Internet. People love to interact with products.
  16. 16. Take Them to Disneyland The Ride - Create fun, highly interactive customer experiences that force interaction. The Story - All rides have a story. Build expectations with emotional and dramatic content. The Store - Check every ride at Disney, there is a store at the end of every adventure that allows you to join the club and take the experience home!
  17. 17. –Walt Disney “Disneyland is a work of love. We didn't go into Disneyland just with the idea of making money.”
  18. 18. Acts of Love? Do you love your customers or just their money? Create experiences for your customers that show you value them as much as their cash. It shows. Create high-value customer experiences. It pays off. Don’t think it works? Retailers like Nordstrom’s have cut traditional ad budgets, put the money into fun consumer events & experiences not connected with selling product, reduced ad costs & increased sales.
  19. 19. –Walt Disney “You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality.”
  20. 20. Automate a Relationship? Who invented this idea of delegating customer relationships and our customer experiences to machines? I wish I could personally meet each one of you that reads this, I bet each one of you are amazing and talented people. Spend more time just picking up the phone, meeting or engaging your customers as if it was Walt, personally welcoming people to his dream, Disneyland.
  21. 21. Ending so soon? Find out more how to use high touch marketing and big content. ! Find us here: http://www.brandgineering.org ! Explore our Content Marketing School ! Our popular SlideShare on Stories in Marketing REMEMBER TO TWEET, LIKE AND SHARE!

×