The document discusses failing big with content marketing and taking risks. It encourages marketers to go beyond essential on-site content like landing pages and product descriptions, and try more creative approaches like metaphorical writing. While failure is scary, the biggest brands are willing to take risks, and failure allows for learning and improvement. Marketers should make sure content is not racist, sexist, or irresponsible first before taking risks, and not be afraid of criticism or content not going viral, as unexpected benefits can still emerge from bold ideas.

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2. REBECCA BRIDGE @REBECCABRIDGE
I AM A CONTENT
STRATEGIST. GOT
CHEESE?
WHAT MEAN A
“NON SEQUITOR”?

4. BEFORE WE GET INTO FAILING LIKE YOU
MEAN IT…

5. I’d like to begin this marketing presentation with
the most logical marketing topic I can think of:
LITERATURE

10. SHELLFISH BY RICHARD BRAUTIGAN
Always spend a penny
as if you were spending a dollar
and always spend a dollar
as if you were spending
a wounded eagle and always
spend a wounded eagle as if
you were spending the very sky itself.
POEM
@rebeccabridge

11. FROM “THE CATCHER IN THE RYE” BY J.D. SALINGER
“Take most people, they're crazy about cars.
They worry if they get a little scratch on them,
and they're always talking about how many
miles they get to a gallon, and if they get a
brand-new car already they start thinking
about trading it in for one that's even newer. I
don't even like old cars. I mean they don't
even interest me. I'd rather have a goddamn
horse. A horse is at least human, for God's
sake.” -Holden Caulfield
FICTION
@rebeccabridge

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14. “Poets are our original systems thinkers. They look at our
most complex environments and they reduce the
complexity to something they begin to understand.”
-Sidney Harman

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What does this
have to do with
content marketing?
@rebeccabridge

16. IF A WEBSITE’S CONTENT
IS SOLID THAT IS POETRY

17. THIS IS NOT WHAT I MEAN WHEN I SAY
THAT IT’S OKAY TO FAIL BIG AT
CONTENT.

18. IT’S NEVER OKAY TO FAIL AT THE
CONTENT ESSENTIALS OF A
WEBSITE.

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22. TAKE CARE OF THE
ESSENTIALS FIRST

23. LANDING PAGES
PRODUCT DESCRIPTIONS
ABOUT PAGES
CATEGORY PAGES
EVERGREEN CONTENT
TITLE TAGS
ESSENTIAL ONSITE CONTENT

24. WHEN YOU GET THAT DONE, YOU CAN
MOVE ON TO THE FUN AND FLASHY STUFF,
LIKE METAPHORICAL NOVEL WRITING.

25. When I say “Fail Big at Content” I mean fail big at

30. Now That’s a Lot of Resources!

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36. BUT WE’RE AFRAID TO DO IT AND THAT’S
BADD

37. WE’RE NOT STARTING CONVERSATIONS,
WE’RE JUMPING IN IN THE MIDDLE.

39. WE HAVE LOTS OF REASONS TO STICK WITH THE NORM
IT’S TOO EXPENSIVE or
THE CLIENT MIGHT HATE IT or
THE INTERNET MIGHT HATE IT or
IT MIGHT NOT GO VIRAL !!!!!!!!!!!!!!!!!!!!!!
THE REWARD ISN’T WORTH THE RISK

41. But it’s expensive!

42. You Know Who Doesn’t Have Cash?

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49. It Didn’t Go Viral, That’s Not What We Expected. Anyhow, it Did Something Better…

52. BECAUSE YOU KNOW WHO ISN’T AFRAID TO TAKE A RISK ON CONTENT?

53. THE BIG BOYS

54. McDonalds or Coke or Red Bull

60. First Things First
Is it Racist,
Sexist, or
Otherwise
Irresponsible
?
There’s risky -
And then there’s just stupid.

61. Do You Hate It?

62. You’re Afraid of Failure

63. Failure ≠ Stupidity

65. Once Upon a Time…

70. Failure is how we learn.
It’s how we make adjustments.

72. Get It Here:
http://bit.ly/1edxceC

74. @rebeccabridge