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Content marketing in the age of crap

The document discusses the importance of creating 'home run' content in marketing, emphasizing that such content achieves significant results, boosts overall performance, and reduces dependence on search algorithms. It provides eight strategies for producing impactful content, including studying successful ideas, borrowing creatively, and addressing timely issues with empathy. Ultimately, it warns that competitors are outpacing traditional content approaches, urging marketers to elevate their strategies.

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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).
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.
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