The Other C Word: What Makes Great Content Marketing Great

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The Other C Word: What Makes Great Content Marketing Great

  1. 1. Whatmakesgreatcontentmarketinggreat.
  2. 2. We’vebeenthinkingalotabout whatmakesgreatmarketing ingeneralandgreatcontent marketing,specifically.
  3. 3. Lousymarketingtendstofallinto justafewbigBadBuckets: Ignoranceoftheaudience. Anempathybypass. Cliché. Totallackofcraft. (Alloftheabove.)
  4. 4. Butgreatmarketingis ahugelydiversechurch.
  5. 5. Isthereanysinglethingthatconnects somethinglikeDumbWaystoDie to‘EatBeef,YouBastards’ tothelovelyPathsofFlightvideo totheoutrageouslybrilliant ‘FollowtheFrog’video?
  6. 6. They’renotallfunny. Onegreatpieceofcontent mayshout,anothermaywhisper. Someisbeautifullycrafted, othersarerough-edged andimmediate.
  7. 7. Soisthereacommondimensionthat allgreatmarketingcontentshares? Some thatwe canalllearntoapplytomakeourown contentbetter?
  8. 8. There’sonequalitythatyou’llfindin greatpieceofcontent. Andonethat’slackinginalmostall badcontent.
  9. 9. It’sthesamequalitythatwelovein ourfavoritenovelsoressaysorpoems.
  10. 10. It’swhatmakesus giveourselvesover togreatmovies insteadofresisting theirpullforthewhole ninetyminutes.
  11. 11. It’saqualityweloveinallart. Andmaybeeveninthe welikeandadmiremost.
  12. 12. Thequalitythatmakes allmarketinggreatis averysimplething.
  13. 13. Themagicingredientofgreatmarketingis
  14. 14. Confidencesays, “IknowwhatI’mtalkingabout andIpassionatelybelieveit’s importantandtrue.”
  15. 15. Nomatterwhattheactualcontent ofamessagemaybe,communicating itwithconfidencetrebles,quadruples oreven itschance ofbeingwellreceived.
  16. 16. Confidencetellsus we’reinreallygood handswiththisauthor ordirectororpoet orbrand.
  17. 17. Confidencetellsusthatwe’llbegoingon thejourneythatthisperson wantsustogoon. Itmaynotbeapleasantjourney. Butit’stheintended journey, ledbyanexpertguide.
  18. 18. Whenyouthinkaboutit, that’s what we’relookingforwhenwe seekoutartandnovels andmoviesandeven brandedcontent. Wewanttobetakenplaces byexpertstorytellers.
  19. 19. Conversely,messagesandstoriesand contentthatlack confidencerepelus. Theyloseusinthefirstpageorscene. Theymakesusthink, “Ifyoudon’tbelieveinthiswhyshouldI?” Or, “You’renotverygoodatthissoIwon’tinvestmytime.”
  20. 20. Greatcontentmarketingisalways confidentcontentmarketing. Always. Noexceptions.
  21. 21. Ifconfidenceistheonlythingyou communicatetoyouraudience, you’vegotashotatareturnvisit. Andifyoucombineconfidence withasmart,compellingstory... you’reontheinsidelaneofthe fasttracktotheshortlist.
  22. 22. Unfortunately, thevastmajorityof contentmarketingtotally lacksconfidence.
  23. 23. Mostofitiscareful. Andprofessional. Andintelligentenough forthetaskathand. Butvery,verylittleofitis trulyconfident. Soit’sbland.Andmuddy. Andeye-wateringlyboring. It’sabrownZune.
  24. 24. There’saseriousdisconnecthere. Whenyoumeetmanyofthepeoplein thecompaniesdoingthisblandmarketing, they’reactuallyfullofpassionandbelief andcommitment.
  25. 25. Theylovewhattheydo. Theygivethemselves toit100%andachieve amazingthings.
  26. 26. But,somewherealongthecontent marketingassemblyline,thatpassion andbeliefisdrainedawaybeforeit reachesaprospect. Orpeckedawaybyathousandwell-meaningdetail-geese. Orburiedunderahundred-weightoftechno-dung.
  27. 27. thatifweshowtheworldthat wereallycareaboutthisstuff, we’llbelaughedat.
  28. 28. Orifwetalklikearealpersoninsteadof amarketer,someonehigher-paidthanus willfrownandsay, “Thatdoesn’tlookandsoundlikeall themarketingI’vegrownusedto.”
  29. 29. Orthatifweactuallysaywhatwemean andhavefundoingit,theskywillfall.
  30. 30. Let’sfaceit,fearsucks. Andincontentmarketing, itsuckssomuchitborders ontragedy. Soherearewaysnottosuck:
  31. 31. Whatdoesconfidentcontentlooklike? Herearesevenprinciples:
  32. 32. Insecurepeoplefilleverypause withnervousbabble. Andinsecurecontentmarketersfilleverybit ofwhitespacewith‘benefits’. Youendupshillinglikeaginsuknifesalesman. Itsmellsofdesperationanddesperationdoesn’t smellgood. 1.Sayless.
  33. 33. Thebeststoriesaresimple. Theydon’tneeddozensofcorollariesorproof-points. Havetheconfidencetosaywhatyouneedtosay, thenshutup.
  34. 34. Peoplewhodon’treallybelieveintheir offersfeelcompelledtodressthemup infancyjargon. 2.Speaklikeahuman.
  35. 35. Peoplewhobelieveintheiroffers justsaywhattheymean.
  36. 36. Confidentmarketingusesplainlanguage.
  37. 37. Funisthemostmagneticforce inhumanrelations. Ifconfidenceisthenucleusoftheatom, funisthezippylittleelectron. 3.Havefun.
  38. 38. Butmostcontentmarketing readsasifitwerewrittenduring ahigh-schooldetention.
  39. 39. Confidentcontentisfuntocreate. Thatdoesn’tmeanit’salaugh-riot. Justthatsomeoneenjoyedmakingit.
  40. 40. Toomuchcontentreadslikebarbecue assemblyinstructions. There’snopassion.Nobeliefthatthisstuffmatters. 4.Giveadamn.
  41. 41. Ifitdoesn’tmatter, don’twriteit. Ifitdoesmatter, giveitthepassionitdeserves.
  42. 42. Thisdoesn’tmeanusingbreathless proseorinsanehyperbole. Itmeanssharingyoursincereconviction.
  43. 43. Crappycontentsendsoutsignalsin ageneraldirectiontowardsafuzzy, indistinctaudience. 5.Look‘emintheeye.
  44. 44. Greatcontentalwayshas alaser-focusonthetarget. Whenyoureadit,youknoweveryword hasbeenwrittenforyou.
  45. 45. Startwithactualempathy, thencommunicatethatempathy earlyandoften.
  46. 46. Theonly‘birdsbees’talkIevergot frommywonderfulfatherwasatwo- sentenceinstruction: 6.Exposeyouragenda.
  47. 47. “Sexissomethingyoudo with agirlnotto her. Benice.”
  48. 48. Well,sellingissomethingyou dowith aprospect,notto her.
  49. 49. Weakcontentcomesacrossasslightly dishonestbecauseit’snotreally comfortablewithitssellingrole.
  50. 50. Ifyoubelieveinyouroffer, youwantpeopletohaveit. Thatmeanssellingto themisnotadirtything, it’safriendlyone.
  51. 51. Beopenaboutyoursellingagenda.
  52. 52. Evenverygoodcontentoften fizzlesoutonceit’smadeitspoint. 7.Askfortheorder.
  53. 53. Greatcontentknowsit’sthereto getyoutodosomethinganddoesn’t shyawayfromaskingyoutodoit. Greatcontentearnstherighttoaskfortheorder.
  54. 54. Sohere’swhat I’murgingyoutodo: Aimhigh. Sayless. Sayitplainly. Betrueto anindividual visionnota teamconsensus. Haveaball. Giveashit.
  55. 55. Saywhatyoureally,reallywant tosayinsteadofwhatyoufeel you say.
  56. 56. Sayitwithallthepassion,beliefand confidenceyoureallyhaveinside. Andifyoucan’tfindanybelieforpassion orconfidenceinsideaboutthetopicor issueathand...
  57. 57. Gofindanotherjobwhere youwill findthesethings.
  58. 58. Lifeisshort. Don’twastepeople’stime.
  59. 59. Don’tcrankitoutlikepasta.
  60. 60. Goforthandcreatewithfull,brilliant, blinding,magnetic,joyfulconfidence.
  61. 61. Thankyou.
  62. 62. VelocityisaB2Bcontentmarketingagency thatspecialisesinconfidence. velocitypartners.com

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