It is a huge mistake to neglect quality in favour of quantity. This presentation explores what quality is and why it is a critical part of your marketing success. Easy access to cheap resources has flooded our information space with low quality marketing content. This is not necessarily a bad thing because it offers you the opportunity to stand out from the noise. People crave quality content. Give it to them.

1. Why Marketing should care
about Quality.
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2. Imagine Barry needs to cross a canyon to spend
money with you. There’s a thick fog of uncertainty
obscuring his route.

3. He can only just make out the first small he
needs to take. He has no idea what to expect.

4. Quality is about pushing back the fog and
thereby removing perceived uncertainty.

5. But what is quality?

6. Quality is the sense you get that someone, or
something, has what it takes to offer you a
rewarding experience.
[Nice apple] Quality
[Rotten apple with worm] Bad quality
(Visual check)

7. [Wheelbarrow with round wheel] Quality
[Wheelbarrow with triangular wheel] Bad quality
(Experience check)
There are a vast number of different reward
categories that are checked and measured.

8. [Expressive person] Quality
[Dull person] Bad quality
(Relationship check)
Most importantly we want to know what kind of
relationship there might be between us and the
company or product.

9. The ability to sense quality evolved to avoid wasting
energy on something that’s not going to be
rewarding.

10. Your mind collects the available information
(body), calculates the reward potential (mind) and
produces a quality rating (emotion).

11. How Barry thinks, feels and experiences quality is
critical at every step of his journey.
(Aware, Intrigue, Engage, Understand, Emotions,
Desire, Action.)

12. If your marketing content fails any
important quality test, Barry might
disappear in the blink of an eye.

13. Quality is about getting more people to cross the
canyon and do business with you.

14. So, let’s have a look at what the mind does to rate
the quality of your marketing content.

15. First, at 60 000 x the speed of text processing,
comes a visual check.

16. Visual communication quality
• Wow! Excites.
• Oh-hum! creates doubt.
• Ugh! sets off alarm bells.

17. Next, the mind starts sampling the information.

18. Information quality.
• Aha! Excites.
• Huh? creates doubt.
• Yackety-yak! sets off alarm bells

19. Then, the mind tries to ascertain if the information is
translating into a reward or is likely to do so.

20. Reward quality check.
• Ooh! Excites.
• Hmm! creates doubt.
• Nope! sets off alarm bells.

21. The mind also constantly checks the effort it takes
or might take to acquiring the reward – think
smaller chinks, visuals, video, animation and
storytelling.

22. Quality is always accompanied by emotional
responses that strengthen conviction: Wow! Aha!
Ooh! Easy!, Yes!

23. Quality is always accompanied by emotional
responses that strengthen conviction: Wow!
Aha! Ooh! Easy!, Yes!

24. [Cartoon strip]
Forget quality, let’s go for volume!
An avalanche of information descents …
We’re going to need a good quality shovel to
dig him out.

25. High quality content is rewarded by high quality
inbound links, trust, credibility and authority.

26. So, what do you need to do to get quality marketing?

27. Visual quality:
• Make it visually pleasing and exciting. Get a good
artist.
• Make sure the visuals communicate effectively.
Get an experienced artist.
• Find an approach that resonates with your
audience. Dare to experiment.

28. Information quality:
• Make sure everything is easily understood.
Simplicity.
• Make sure everything is factually correct. Check.
• Organise everything in a logical way. Test. Does
it make sense?

29. Reward quality:
• Make it useful. What do they want?
• Make it emotional. What does it feel like?
• Make it engaging. Create intrigue.

30. Effort quality:
• Make it an appropriate length.
How long can you keep the engaged?
• Make it easy to digest. Use smaller chunks,
visuals, video, animation and storytelling.
• Bring it to life – use stories, humour, inject
personality. Break away from conformity.

31. Content marketing is about focusing on quality
over quantity.

32. Take the time to create one useful piece of
content rather than a bucket load of mediocre
oh-hum.

33. Then slice and dice that content into smaller pieces
such as social posts, infographics, cinemagraphs
and email campaigns.

34. That’s it.
And hey, remember, I love to
be the character guy
for agencies, video companies and
yes … you too.

35. You will also love this
Slideshare presentation:

36. Presented by WAKSTER