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5 Commandments to Create Your Content Marketing Masterpiece
- 2. What we’ll cover today… Defining Content Marketing The Art of Storytelling 5 Content Marketing Commandments Q&A
- 4. Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. C O N T E N T M AR K E T I N G I N S T I T U T E
- 5. What’s the difference? Brand Focused Interrupts an Audience Campaigns Traditional Marketing Content Marketing Audience Focused Builds an Audience Always-On vs
- 6. The content landscape is changing…
- 7. So are the behaviours of our audiences...
- 8. Where does social media fit in? Content is fire. Social media is gasoline. -Jay Baer
- 9. Content marketing: A balance between art and science. Frida Kahlo, Self Portrait 1940
- 10. What is the foundation of content marketing? EPIC STORYTELLING
- 11. Defining Storytelling… Storytelling involves a two-way interaction between a storyteller and one or more listeners. The responses of the listeners influence the telling of the story. In fact, storytelling emerges from the interaction and cooperative, coordinated efforts of teller and audience. -National Storytelling Network
- 12. What happens to our bodies when we tell stories?
- 13. Why do we need to tell stories?
- 14. Pech Merle Cave Paintings
- 15. Storytelling through content has always been all around us… Speaking to a specific audience Build trust and relationships over time Emotional Communicating through content
- 16. Effective content marketing is about mastering the art of storytelling. Facts tell, but stories sell. -Bryan Eisenberg
- 18. Solve the needs of your audience. Bayeux Tapestry, Bayeux Cathedral 1077
- 19. Commit for the long term. La Sagrada Familia, Antonio Gaudi, 1866
- 20. It’s a long journey
- 21. Pablo Picasso, Self Portrait 1896
- 22. Stand out from the norm. Pablo Picasso, Self Portrait 1907
- 24. Build a loyal fanbase. Shepard Fairey, Hope, 2008
- 25. The more [it’s] out there, the more important is seems. The more important it seems, the more people want to know what it is, the more they ask each other, and it gains real power from perceived power. - Shepard Fairey
- 27. An unknown street artist used content marketing to build a brand Banksy, Dismaland, 2015
- 28. How does a brand take the content marketing leap?
- 29. Tate Britain’s Turner Prize • Encourage wider interest in British contemporary art. • Assist in the gallery to acquire new works. • Exhibit selected artists and winner. • Become the best known visual art prizes.
- 30. It’s been controversial … Tracey Emin My Bed 1999
- 31. A great story should show, not tell.
- 32. What has art through the ages taught us? • Share a compelling story your audience needs to hear. • Content masterpieces are created through careful time and consideration. • Have a differentiating factor, don’t blend in. • Build a brand and reputation by delivering excellence consistently. • Monetize your audience and provide an industry platform. Winged Victory of Samothrace, 190 BC
- 34. Tak Cy Twombly, Hero and Leandro, 1984
Editor's Notes
- Combining my passions and curiosities art and content marketing. I think art through the ages represent some of our best practices of content marketing today.
- By telling a story you will be grabbing the attention of your targeted customers and making the relationship more meaningful.
- What is content marketing?
- How content marketing is defined today. A marketing strategy which relevant, compelling content in the form of blog posts, reports, ebooks is published directly on the channels where audiences spend their time.
- Over the last 7 years, google’s search term for content marketing has been on the rise. Everyone is looking at content marketing, what it means, how to implement a content marketing strategy and how to measure it’s success. B2B and B2C understand that content marketing is important.
- Over the last 7 years, google’s search term for content marketing has been on the rise. Everyone is looking at content marketing, what it means, how to implement a content marketing strategy and how to measure it’s success. B2B and B2C understand that content marketing is important.
- You can amplify your content through social media.
- Requires a creative and analytical mindset. Our content physics sessions are supposed to bring the science of content marketing to life, however today I want to focus on the ART being content market. I think that the art of content marketing lies behind epic story telling. What is our strategy What has worked in the past? What is the objective and ROI? How will it make the audience feel? how will it stand out? Does it tell a story?
- Predates writing Is a fundamental human activity….
- Storytelling releases a chemical in the brain called dopamine that helps with memory and accuracy. Storytelling will help make your consumer feel how you feel about your product, through a process called “mirroring” that happens in the brain when we hear stories. Our brains crave stories: We spend about a third of our lives daydreaming.
- One of the first documented forms of story telling Communication through content. Art is one of the first documented forms of storytelling Cave paintings of Pech Merle in France, depicting spotted horses and handprints that date back 29,000 years. In this case it’s visual content, where you have negative hand prints telling the audience, I was here. Due to the abundance of animals depicted (over 100) this was the hunter trying to communicate to fellow hunters. Thus the cave paintings might be interpreted as a primitive type of hunting "wish-list". Dangerous predators (such as lions and bears) might have been pictorialized in order to demonize or cast spells upon them, in the way that voodoo dolls are first made then pierced with pins and the like. (See: Chauvet Cave paintings, for instance.) Game animals hunted for food might have been pictorialized in order to improve hunting prospects. (See: Lascaux Cave paintings, for example.)
- By telling a story you will be grabbing the attention of your targeted customers and making the relationship more meaningful.
- I am going to take on on a content marketing journey through art… Storytelling through art, and looking at art as a form of content marketing.
- I am going to take on on a content marketing journey through art… Storytelling through art, and looking at art as a form of content marketing. I have 5 commandments where i can show the practices we know today and where they potentially came from.
- First displayed at Bayeux Cathedral in 1077 telling the story of William the conquerors victory over the english at Hastings in 1066. In 1025 France, the clergy decided to embellish their churches with decorations of a new type. Historical events and figures were to be protrayed on cloth hangings to help educate the illiterate congregation.
- This is the sagrada familia, a beautiful cathedral in barcelona designed by antonio gaudi. Construction started in 1866 and won’t be completed until 2026… For something that’s not finished, and is consistently being built upon, this tourist attraction attracts over 3 million visitors a year. This content hub is growing, and still being added to and over the years have cultivated a very loyal audience. Audiences actually come back to see what has been added
- What’s attracting over 3 million visitors a year? Just take a look at this. This is gaudi’s monument to nature, where the arches are supported by tree like structures breanching up towards the heavens.
- This is a self portrait by a very famous spanish artist. He started painting at the age of 11 and was one of the most controversial artists of all time. 1881 - 1973
- Picasso pioneered the cubism movement, created a profound impact on the art world where his legacy still lives on. What’s your content tilt? What is the differentiating factor that only your content can communicate?
- In 2000, a prominent image starting popping up all over LA. The poster of wrestler andre the giant, with the big words OBEY plastered across. It intrigues audiences, was there a movement starting? A warning? What did this mean? These signs soon becase merchandise, and consumers felt like they were a part of something. He produced free content from the start. This image resonated with audiences, they demanded more and eventually his audience were the ones spreading his message. This took years to cultivate. This artist built a blog, a loyal email list Shepard Fairey He shares entertaining free content that attracts his prospects. His consistent, high-quality content production keeps them coming back to see what he’ll do next. He turns those prospects into customers over time by earning their trust. He has positioned himself as an iconic artist at the crossroads of fine art and street art. His unique viewpoint is valued by a cultivated audience that meets at the intersection of those worlds. He has earned his audience’s opt-in permission to deliver his content to them over time via his content net. When he offers new content, they snatch it up quickly because he has built-in demand and trust as an artist.
- Street artist Bansky was known for his guerilla street art which appeared as political commentary. His latest exhibition was a pop up resort, a sinister twist of Disneyland, a family theme park unsuitable for children. It was an art festival of its own…. Featuring 58 artists and and the event ended up selling 4,000 tickets. The demand was so high, that the ticketing site crashed repeatedly… whether this was part of the dismaland experience we’ll never know…. 500 walkin tickets were granted, and the success of the show boosted the economy of the local town by 20m pounds!
- The Turner Prize, named after the English painter J. M. W. Turner, is an annual prize presented to a British visual artist. Until 2017, only artists under the age of 50 were eligible. Awarding the prize is organised by the Tate gallery and staged at Tate Britain. When choosing the name for the prize, the founders chose nineteenth-century artist J.M.W. Turner as a figure who had been innovative and controversial in his own day but also gone on to be seen as one of the greatest British artists. Turner had also wanted to establish a prize for young artists himself. They have a identified an audience pain point, lack of knowledge around british contemporary art. Found a way to build an audience following through consistently delivering the prize each year, leveraging their content tilt, of highly controversial work. Monetized through local and overseas exhibitions.
- By championing the early career of British artists, the Turner Prize has played a large part in the growing public interest in contemporary art in the UK. It is one of the best known awards for the visual arts in the world. Filled a gap. Tracey Emin My Bed 1999 Photo: Mark Heathcote, Tate Photography
- Art is showing you something.
- Nike of Samothrace – the goddess of Victory One of the greatest hellenistic statues create in 200BC, which now proudly stands in the Louvre in Paris. Not to only honor the goddess Nike, but sea battles. What makes this statue so captivating is how it juxtaposes violent motion with sudden stillness. With the drapery movement through a sea breeze.