Content Marketing Strategies Conference: Jesse Odell Story in the Age of Mass Content Consumerism


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The 2011 Content Marketing Strategies Conference ( had some amazing speakers and lively conversation. This is one great example. Continue the conversation at

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  • Content Marketing Strategies Conference: Jesse Odell Story in the Age of Mass Content Consumerism

    1. 1. Story in the Age of Mass Content Consumerism<br />Why Storytelling Matters<br />
    2. 2. My Story<br />
    3. 3.
    4. 4. Husband, dad, sports nut, PR guy, entrepreneur<br />
    5. 5.
    6. 6.
    7. 7. We’re about BIG ideas and innovation.<br />
    8. 8.
    9. 9. We LOVE our work.<br />
    10. 10. We create stories, influence and awareness for companies and ideas that are changing the world.<br />
    11. 11. Content is everywhere<br />
    12. 12. Content is everywhere<br />
    13. 13. Content is Everywhere<br />
    14. 14. But it’s getting overwhelming<br />
    15. 15. Why?<br />Anyone can publish<br />Distribution has become a science, filled with pipes, tools, analytics and insights<br />Social media has turned everyone into a distributor<br />The impact is a world of massive content production, disruption and consumption<br />
    16. 16. Numbers<br />Twitter registers 50M Tweets per day<br />30B photos uploaded to Facebook every year<br />12.2B videos viewed per month on YouTube in U.S.<br />There are more than 3.5B pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook<br />
    17. 17. But Volume ≠ Quality<br />
    18. 18. Social is a Huge Filter<br />
    19. 19. Filters Give Us:<br />Meaning<br />Engagement<br />Interest<br />Inspiration<br />
    20. 20. Cool Beans<br />All the tools and science are there for publishing, distributing, analyzing and socializing. They exist. They work. Use them!<br />
    21. 21. The harder questions to answer are: Do you have an original idea? Do you have a story that will make people care?<br />
    22. 22. A Good Story<br />Informs/teaches<br />Entertains<br />Has interesting characters we care about<br />Is credible and authentic<br />Is sustainable, not just a blip on the screen<br />
    23. 23. 3 Stories<br />
    24. 24. A Good Story<br />Product discovery focused on high-end luxury beauty products<br />One part media company, one part e-commerce, one part subscription one part social network<br />Founded by two female entrepreneurs from Harvard <br />Crushing it and reinventing several businesses<br />Their entire business is centered around storytelling, being authentic, capturing attention and keeping their audience engaged long term<br />
    25. 25. A Good Story<br />ServiceMax makes software for managers of fleets and field service agents<br />Audience is very niche but thirsty for insights, new technologies<br />Industry press dying<br />We’re building an independent media property aimed at this audience.<br />
    26. 26.
    27. 27. Content platform<br />Original blog content - 70+ posts, Q&As<br />Aggregated content from custom news feeds<br />Sponsored content (ServiceMax blog)<br />Industry whitepapers from content partners<br />Twitter/FB integration, mobile browser & app<br />Since Jan 1, 2011<br />5,000 PVs<br />2,199 visitors<br />#2 Google rank for "field service news”<br />Small numbers but high quality and translating into very high CPM audience<br />What’s Next?<br />ServiceMax blog on SmartVan<br />Newsletter (to build a targeted list which the client owns)<br />Contests - Pimp Your Van, Van Rally<br />News section (with custom feeds organized by topic)<br />
    28. 28. A Good Story<br />Quidsi: fastest growing e-commerce company in the world (parent of brand)<br />Began working with them in December 2010<br />They wanted to get mainstream visibility and prime the pump for the launch of<br />We created a video about “robots” to support a PR push in advance of the launch<br />Goal was 10K views. We’re now at 47K views<br />
    29. 29. Think Legendary!<br />
    30. 30.
    31. 31.
    32. 32.
    33. 33.
    34. 34. Four Things<br />The content economy is wonderful. Drink it up, take it on and embrace it as the future of business.<br />Publishing, distribution, social and analytics tools make it easy to produce in volume.<br />It’s up to you to produce great stories!<br />Thank you for your time!<br />