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Content marketing
in the age of crap.
Doug Kessler
Velocity Partners
@dougkessler
hosted by

The fully-certified Hubspot Gold Partner
The B2C bastards are
eating our lunch (again).
Content marketing in the age of crap
Content marketing in the age of crap
An over-reliance on
competent, professional,
intelligent, well-made,
on-strategy content.
Great content brands
are built on home
run pieces.
Goodies

It’s a home run game.

Time
Why hit home runs?
1) 

They earn disproportionate goodies
Why hit home runs?
1) 

They earn disproportionate goodies

2) 

They improve the performance
of all other content
Why hit home runs?
1) 

They earn disproportionate goodies

2) 

They improve the performance of all
other content

3) 

They free you from the tyranny of search
The most
beautiful
chart in
the world.
Home run content gives
you a shot at overcoming
your biggest obstacle.
Home run content gives
you a shot at overcoming
your biggest obstacle.

Inertia
8 tips for producing
home run content.
1) Swing for
the fences.
Home runs happen
in the brief.
2) Become a student
of home runs.
Most content marketers
are studying the wrong
things.
3) Steal shamelessly.
Originality is over-rated
and creativity is totally
misunderstood.
4) Steal from
far away.
Steal from:
“ Many years later, as he faced the
firing squad, Colonel Aureliano
Buendía was to remember that
distant afternoon when his father
took him to discover ice.”
Gabriel Garcia Marquez
100 Years of Solitude
5) Steal the
right things.
61 views

529 views

38 views

323 views

162 views

539 views
6) Steal from
Hubspot.
Content marketing in the age of crap
7) Put your swag
to work.
8) ‘Follow the fear’.
Steal from the frog

Follow the Frog
Max Joseph for The Rainforest Alliance
Steal from decapitated
gremlins.

Metro Trains
Dumb Ways to Die
Steal from aviation geeks.

Paths of Flight
GE Aviation
Don’t steal from:
Steal from:
Steal from
A timely
issue

Home runs

Empathy
A timely
issue

Home runs

Confidence

Empathy
Emotion

A timely
issue

Home runs

Confidence

Empathy
Head x Heart = Home Run
Psychographic
targeting
The rant
Championhunting

Upheaval
interpreting

The rant
Market
disrupting

Inertia-busting
Aim high. Be a student of home runs.
Steal with abandon. Attack timely issues.
Do it with empathy and confidence.
Tap into emotion. Don’t forget to hate.
The B2C bastards are
eating our lunch (again).
Time

Goodies
hosted by

The fully-certified Hubspot Gold Partner

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