The document discusses how content marketing is a path to reaching customers' goals, not just a company's marketing goals. It emphasizes creating high-quality, useful content that serves customers' needs over superficial or keyword-focused content. The key is developing content that provides long-term value for customers through discipline, honesty and developing one's unique voice.

1. If marketing is a path to your
goals then content is a path to
your customers’ goals.
Max Zahariadis
Server Density
@campuslondon
@serverdensity
@maxzografos
C O N T E N T M A R K E T I N G t h a t d o e s n ’ t s u c k

2. reciprocity
its not a new concept

3. We have serious persuasive power
immediately after someone thanks us.
~ Robert Cialdini
Essential Reading:
Robert B. Cialdini
Influence

4. If marketing a path to your goals then
content is a path to your customers’ goals

5. Bad content is bad marketing

6. Neither does Facebook
Google doesn’t like bad content

7. When you generate articles
based on keywords, you open
yourself to the criticism that your
content lacks sincerity.
~ Greg Sterling, LA Times

8. impressing robots vs.
impressing humans

9. I was tired of doing posts that were obsolete
three hours after I wrote them. I wanted
evergreen content that didn’t have to be
updated constantly in order to hunt traffic.
I wanted to publish things that were useful.
~ Brian Lam, The Wirecutter

10. Focus on quality to
win long-term.
~ Joe Coleman, Contently CEO

11. serve specific
customer needs

12. The craft of writing

13. Be honest. Have a voice

14. Paul Arden
It’s not how good you are,
It’s how good you want to be
Do not covet your ideas
~ Paul Arden

15. Essential Reading:
How Not to Write a Novel
Newman, Mittelmark
Step #2: Cut
passive voice
long vocabulary words
repetitions
cliché
adverbs

16. Bleed in the first line. Make it human
~ James Altucher

17. We have serious persuasive power immediately
after someone thanks us.
Articulate your unique idea. Why are you in
business? What are you all about?
Creating content is an essential human activity
Bad content is inessential.
Kung fu: Creating content is a long term,
disciplined practice. Be content. Enjoy the work.
Conquer empty pages with first drafts. Never
be afraid again.
Be honest. Have a voice.

18. reap the rewards
Essential Reading:
The Artist’sWay
Julia Cameron

19. you really should get in touch
@serverdensity
@maxzografos
max@serverdensity.com