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5 Lessons in Creative Content Marketing
From The Big Lebowski
The Marketer Abides
#MNBlogCon
Image: Keith Olsen
@azeckman
Who the heck am i?
Fun Fact:
Our agency blog (TopRankBlog.com) has almost 4k
posts. YOWZAH!
TopRank Online Marketing
Full service digital marketing agency
•  Content Marketing
•  SEO
•  Social Media Marketing
•  Influencer Marketing
Ashley Zeckman
Director of Agency Marketing
@azeckman
Who has seen The
Big Lebowski?
SHOW OF HANDS
@azeckman
44%
are clear on what
content success
looks like
The marketing Challenge
Source: MarketingProfs &
Content Marketing Institute
30%
believe they’re
effective at
content
marketing 55%
don’t know
what success
looks like
@azeckman
More isn’t always better
24k
GIGABYTES
Data Uploaded Every
Second
- Source: Internet in Real Time
Solution?
Create BETTER
content that will
help you be the
best answer,
wherever your
customers are
searching.
@azeckman
AGENDA
PROPERLY IDENTIFY YOUR BLOG AUDIENCE
HELP YOUR READERS SOLVE A PROBLEM
INCORPORATE STORYTELLING
MESMERIZE YOUR AUDIENCE WITH VISUALS
AMPLIFY WITH SOCIAL PROMOTION
1
2
3
4
5
TAKEAWAYS6
Image: Jeff in Venice
@azeckman
“NOBODY CALLS ME LEBOWSKI,
YOU GOT THE WRONG GUY, I'M
THE DUDE, MAN.”
Image: The Big Lebowski
#1
PROPERLY IDENTIFY YOUR BLOG
AUDIENCE
@azeckman
A Case of Mistaken Identity
The Dude Mr. Lebowski
@azeckman
Unlike The Dude,
your visitors
won’t spend
time
straightening
out your
mistake. They’ll
just leave.
Image: The Big Lebowski
@azeckman
Know Who You’re Writing For
The Dude
Mr. Lebowski
Bunny
Interests: Bowling and drinking White Russians
Influencers: Credence
Pain Points: His rug was urinated on and then stolen.
He’s also been threatened by a group of henchmen.
Interests: Spending time with the President
Influencers: Money
Pain Points: His wife has been kidnapped and is being
held for ransom.
Goals: Shopping and spending her husband’s money
Influencers: Jackie Treehorn
Pain Points: Her husband is really old and boring and
she just wants to have fun.
Images: The Big Lebowski
@azeckman
Optimize across the sales cycle
Bunny
CHANNEL
CONTENT
DEVICE
KEYWORD
ATTRACT
Social Media,
Style Blogs &
Publications
Company Blog,
Facebook,
Pinterest, Email
Company
Product Pages
Fall trends,
fashion
accessories
Scarves, boots,
sweaters
Brand Name +
Sweaters
Tablet,
Smartphone
Tablet,
Smartphone
Desktop
Fall Trends 2015
Fall Buying
Guide
Coupons, New
Releases
ENGAGE CONVERT
@azeckman
“YOU CAN’T BE WORRIED ABOUT
THAT ****. LIFE GOES ON, MAN.”
Image: The Big Lebowski
#2
HELP YOUR READERS SOLVE
A PROBLEM
@azeckman
CREATE A BRIEF
1. Who is this for?
2. What problem does it help solve for the reader?
3. What do they do next?
4. How will you measure success?
Image: The Big Lebowski
@azeckman
HELP THE DUDE SOLVE HIS PROBLEM
EARLY
LATE
MIDDLE
10 Tips for
Cleaning Your
Rug
This will help him
get the stains out
of his rug.
Review cleaning
tips and attempt to
salvage the rug
[eBook]5 Rugs
That Really Tie the
Room Together
He’s in need of a
new rug.
Download the
eBook
The Most Cost
Effective Rugs for
White Russian
Drinking Dudes
Purchase rug
The Dude
Pain Point: His rug was urinated on and then stolen.
STAGE	
   TOPIC	
   PROBLEM
SOLVED	
  
Views, shares
Downloads
Purchases
NEXT STEPS	
   MEASURING
SUCCESS	
  
Help him identify
the new rug
specifically for him.
@azeckman
Examples: solving problems
Show Empathy
Build Credibility
Next Step
@azeckman
“WERE YOU LISTENING TO THE
DUDE’S STORY? SO YOU HAVE NO
FRAME OF REFERENCE HERE.”
Image: The Big Lebowski
#3
ADD STORYTELLING TO
THE MIX
@azeckman
Use storytelling
to create a
meaningful
connection with
your audience.
Image: The Big Lebowski
@azeckman
Benefits of storytelling
Stories create a shared
EXPERIENCE
Stories help readers to
form an EMOTIONAL
CONNECTION with your
message
A great story is very
SHARABLE
Readers are more OPEN
to a good story
Storytelling helps
DIFFERENTIATE you
from competitors
Stories assign MEANING
@azeckman
Examples: Storytelling & content
@azeckman
Examples: Storytelling & content
@azeckman
Examples: Storytelling & content
@azeckman
“THE RUG, IT REALLY TIED THE
ROOM TOGETHER.”
#4
MESMERIZE YOUR AUDIENCE WITH
VISUALS
@azeckman
The importance of visual content
40%
of people will respond
better to visual content.
(Source: Zabisco)
90%
of information transmitted to
the brain is visual.
(Source: 3M & Zabisco)
@azeckman
The importance of visual content
Tweets with images receive
89%
more favorites.
(Source: Buffer)
@azeckman
Examples: visual content
@azeckman
Examples: visual content
@azeckman
Examples: visual content
@azeckman
“LIFE DOES NOT START AND
STOP AT YOUR CONVENIENCE.”
Image: The Big Lebowski
#5
AMPLIFY YOUR MESSAGE WITH
SOCIAL PROMOTION
@azeckman
If you wait until after content is ready
to publish to start thinking about
promotion...it’s too late
Image: The Big Lebowski
@azeckman
Content
promotion
Develop compelling
VISUALS for social
sharing
Create UNIQUE
messaging for each
social platform
If you worked with
INFLUENCER’S develop
messages for them to
share
Encourage EMPLOYEES
to amplify your content
Image: The Big Lebowski
@azeckman
Example: promotion plan
EMAIL BLAST
INFLUENCER
EMAILS
NEWSROOM
POST
SOCIAL MEDIA MESSAGES
SOCIAL ADS
BLOG POSTS
@azeckman
“YEAH WELL. THE DUDE
ABIDES.”
Image: The Big Lebowski
FINAL THOUGHTS
@azeckman
Despite all of the
trials and
tribulations that
our characters
faced,
everything
worked out.
Well, except for
Donny, he died.
Image: The Big Lebowski
@azeckman
Final takeaways
1. Know Who You’re Creating Content For
2. Help Your Readers Solve A Problem
3. Create Connections With Storytelling
4. Mesmerize With Killer Visuals
5. Create An Awesome Promotion Plan
Image: The Big Lebowski
@azeckman
THANK YOU
Image: The Big Lebowski
We’re Hiring!
TopRank Marketing is hiring
freelance and full-time writers.
Let me know if you’re interested!
Best Ways to Get Ahold of Me:
azeckman@toprankmarketing.com
Twitter: @azeckman
Ashley Zeckman
Director of Agency Marketing

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#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing From The Big Lebowski

  • 1. 5 Lessons in Creative Content Marketing From The Big Lebowski The Marketer Abides #MNBlogCon Image: Keith Olsen
  • 2. @azeckman Who the heck am i? Fun Fact: Our agency blog (TopRankBlog.com) has almost 4k posts. YOWZAH! TopRank Online Marketing Full service digital marketing agency •  Content Marketing •  SEO •  Social Media Marketing •  Influencer Marketing Ashley Zeckman Director of Agency Marketing
  • 3. @azeckman Who has seen The Big Lebowski? SHOW OF HANDS
  • 4. @azeckman 44% are clear on what content success looks like The marketing Challenge Source: MarketingProfs & Content Marketing Institute 30% believe they’re effective at content marketing 55% don’t know what success looks like
  • 5. @azeckman More isn’t always better 24k GIGABYTES Data Uploaded Every Second - Source: Internet in Real Time Solution? Create BETTER content that will help you be the best answer, wherever your customers are searching.
  • 6. @azeckman AGENDA PROPERLY IDENTIFY YOUR BLOG AUDIENCE HELP YOUR READERS SOLVE A PROBLEM INCORPORATE STORYTELLING MESMERIZE YOUR AUDIENCE WITH VISUALS AMPLIFY WITH SOCIAL PROMOTION 1 2 3 4 5 TAKEAWAYS6 Image: Jeff in Venice
  • 7. @azeckman “NOBODY CALLS ME LEBOWSKI, YOU GOT THE WRONG GUY, I'M THE DUDE, MAN.” Image: The Big Lebowski #1 PROPERLY IDENTIFY YOUR BLOG AUDIENCE
  • 8. @azeckman A Case of Mistaken Identity The Dude Mr. Lebowski
  • 9. @azeckman Unlike The Dude, your visitors won’t spend time straightening out your mistake. They’ll just leave. Image: The Big Lebowski
  • 10. @azeckman Know Who You’re Writing For The Dude Mr. Lebowski Bunny Interests: Bowling and drinking White Russians Influencers: Credence Pain Points: His rug was urinated on and then stolen. He’s also been threatened by a group of henchmen. Interests: Spending time with the President Influencers: Money Pain Points: His wife has been kidnapped and is being held for ransom. Goals: Shopping and spending her husband’s money Influencers: Jackie Treehorn Pain Points: Her husband is really old and boring and she just wants to have fun. Images: The Big Lebowski
  • 11. @azeckman Optimize across the sales cycle Bunny CHANNEL CONTENT DEVICE KEYWORD ATTRACT Social Media, Style Blogs & Publications Company Blog, Facebook, Pinterest, Email Company Product Pages Fall trends, fashion accessories Scarves, boots, sweaters Brand Name + Sweaters Tablet, Smartphone Tablet, Smartphone Desktop Fall Trends 2015 Fall Buying Guide Coupons, New Releases ENGAGE CONVERT
  • 12. @azeckman “YOU CAN’T BE WORRIED ABOUT THAT ****. LIFE GOES ON, MAN.” Image: The Big Lebowski #2 HELP YOUR READERS SOLVE A PROBLEM
  • 13. @azeckman CREATE A BRIEF 1. Who is this for? 2. What problem does it help solve for the reader? 3. What do they do next? 4. How will you measure success? Image: The Big Lebowski
  • 14. @azeckman HELP THE DUDE SOLVE HIS PROBLEM EARLY LATE MIDDLE 10 Tips for Cleaning Your Rug This will help him get the stains out of his rug. Review cleaning tips and attempt to salvage the rug [eBook]5 Rugs That Really Tie the Room Together He’s in need of a new rug. Download the eBook The Most Cost Effective Rugs for White Russian Drinking Dudes Purchase rug The Dude Pain Point: His rug was urinated on and then stolen. STAGE   TOPIC   PROBLEM SOLVED   Views, shares Downloads Purchases NEXT STEPS   MEASURING SUCCESS   Help him identify the new rug specifically for him.
  • 15. @azeckman Examples: solving problems Show Empathy Build Credibility Next Step
  • 16. @azeckman “WERE YOU LISTENING TO THE DUDE’S STORY? SO YOU HAVE NO FRAME OF REFERENCE HERE.” Image: The Big Lebowski #3 ADD STORYTELLING TO THE MIX
  • 17. @azeckman Use storytelling to create a meaningful connection with your audience. Image: The Big Lebowski
  • 18. @azeckman Benefits of storytelling Stories create a shared EXPERIENCE Stories help readers to form an EMOTIONAL CONNECTION with your message A great story is very SHARABLE Readers are more OPEN to a good story Storytelling helps DIFFERENTIATE you from competitors Stories assign MEANING
  • 22. @azeckman “THE RUG, IT REALLY TIED THE ROOM TOGETHER.” #4 MESMERIZE YOUR AUDIENCE WITH VISUALS
  • 23. @azeckman The importance of visual content 40% of people will respond better to visual content. (Source: Zabisco) 90% of information transmitted to the brain is visual. (Source: 3M & Zabisco)
  • 24. @azeckman The importance of visual content Tweets with images receive 89% more favorites. (Source: Buffer)
  • 28. @azeckman “LIFE DOES NOT START AND STOP AT YOUR CONVENIENCE.” Image: The Big Lebowski #5 AMPLIFY YOUR MESSAGE WITH SOCIAL PROMOTION
  • 29. @azeckman If you wait until after content is ready to publish to start thinking about promotion...it’s too late Image: The Big Lebowski
  • 30. @azeckman Content promotion Develop compelling VISUALS for social sharing Create UNIQUE messaging for each social platform If you worked with INFLUENCER’S develop messages for them to share Encourage EMPLOYEES to amplify your content Image: The Big Lebowski
  • 31. @azeckman Example: promotion plan EMAIL BLAST INFLUENCER EMAILS NEWSROOM POST SOCIAL MEDIA MESSAGES SOCIAL ADS BLOG POSTS
  • 32. @azeckman “YEAH WELL. THE DUDE ABIDES.” Image: The Big Lebowski FINAL THOUGHTS
  • 33. @azeckman Despite all of the trials and tribulations that our characters faced, everything worked out. Well, except for Donny, he died. Image: The Big Lebowski
  • 34. @azeckman Final takeaways 1. Know Who You’re Creating Content For 2. Help Your Readers Solve A Problem 3. Create Connections With Storytelling 4. Mesmerize With Killer Visuals 5. Create An Awesome Promotion Plan Image: The Big Lebowski
  • 35. @azeckman THANK YOU Image: The Big Lebowski We’re Hiring! TopRank Marketing is hiring freelance and full-time writers. Let me know if you’re interested! Best Ways to Get Ahold of Me: azeckman@toprankmarketing.com Twitter: @azeckman Ashley Zeckman Director of Agency Marketing