This talk, "Content Is Bull$hi#, Marketing Is Horse$hi#, Let's Talk about Relationships," was delivered 9/26/17 at Inbound in Boston. My philosophy on slides is that they should REQUIRE the speaker not be required BY the speaker. So you will not see a lot of text here. But the audio of the talk is available on my podcast here: https://morebrainz.simplecast.fm/inbound17 if you'd like the whole experience.
74. #INBOUND17@MoreBrainz
inbound
Inbound marketing is an approach focused on
attracting customers through content and
interactions that are relevant and helpful —
not interruptive. With inbound marketing, potential
customers find you through channels like blogs,
search engines, and social media. Unlike
outbound marketing, inbound marketing
does not need to fight for potential
customers attention. By creating content
designed to address the problems and needs of
your ideal customers, inbound marketing
attracts qualified prospects and builds trust and
credibility for your business.
https://www.hubspot.com/inbound-marketing
75. #INBOUND17@MoreBrainz
inbound
Inbound marketing is an approach focused on
attracting customers through content and
interactions that are relevant and helpful —
not interruptive. With inbound marketing, potential
customers find you through channels like blogs,
search engines, and social media. Unlike
outbound marketing, inbound marketing
does not need to fight for potential
customers attention. By creating content
designed to address the problems and needs of
your ideal customers, inbound marketing
attracts qualified prospects and builds trust and
credibility for your business.
76. #INBOUND17@MoreBrainz
inbound
Inbound marketing is an approach focused on
attracting customers through content and
interactions that are relevant and helpful —
not interruptive. With inbound marketing, potential
customers find you through channels like blogs,
search engines, and social media. Unlike
outbound marketing, inbound marketing
does not need to fight for potential
customers attention. By creating content
designed to address the problems and needs of
your ideal customers, inbound marketing
attracts qualified prospects and builds trust and
credibility for your business.
77. #INBOUND17@MoreBrainz
inbound
Inbound marketing is an approach focused on
attracting customers through content and
interactions that are relevant and helpful —
not interruptive. With inbound marketing, potential
customers find you through channels like blogs,
search engines, and social media. Unlike
outbound marketing, inbound marketing
does not need to fight for potential
customers attention. By creating content
designed to address the problems and needs of
your ideal customers, inbound marketing
attracts qualified prospects and builds trust and
credibility for your business.
78. #INBOUND17@MoreBrainz
inbound
Inbound marketing is an approach focused on
attracting customers through content and
interactions that are relevant and helpful —
not interruptive. With inbound marketing, potential
customers find you through channels like blogs,
search engines, and social media. Unlike
outbound marketing, inbound marketing
does not need to fight for potential
customers attention. By creating content
designed to address the problems and needs of
your ideal customers, inbound marketing
attracts qualified prospects and builds trust and
credibility for your business.
Tailor your content to the
wants and needs of the people
who are viewing it. As you
learn more about your leads
over time, you can better
personalize your messages to
their specific needs.
84. #INBOUND17@MoreBrainz
inboundinbound
• customers through content
• not interruptive
• customers find you
• does not need to fight
• problems and needs
Let’s
chat!
Get Your FREE
Copy NOW!!!
“The best book on
organic inbound
brand identity
curation and
synergy I’ve read!”
-- Famous Content Bro
[X] No, I prefer to disappoint my family and friends
[X]
89. #INBOUND17@MoreBrainz
attracting customers through content and
interactions that are relevant and helpful
not interruptive. With inbound marketing, potential
customers find you through channels like blogs,
search engines, and social media. Unlike
outbound marketing, inbound marketing
does not need to fight for potential
. By creating content
the problems and needs of
your ideal customers, inbound marketing
attracts qualified prospects and builds trust
credibility for your business.
90. #INBOUND17@MoreBrainz
attracting customers through content and
interactions that are relevant and helpful
not interruptive. With inbound marketing, potential
customers find you through channels like blogs,
search engines, and social media. Unlike
outbound marketing, inbound marketing
does not need to fight for potential
. By creating content
the problems and needs of
your ideal customers, inbound marketing
attracts qualified prospects and builds trust
credibility for your business.
not interruptive
true-ish needs
flexible value
91. #INBOUND17@MoreBrainz
attracting customers through content and
interactions that are relevant and helpful
not interruptive. With inbound marketing, potential
customers find you through channels like blogs,
search engines, and social media. Unlike
outbound marketing, inbound marketing
does not need to fight for potential
. By creating content
the problems and needs of
your ideal customers, inbound marketing
attracts qualified prospects and builds trust
credibility for your business.
not interruptive
true-ish needs
flexible value
92. #INBOUND17@MoreBrainz
s through content and
e relevant and helpful
d marketing, potential
h channels like blogs,
d social media. Unlike
ng, inbound marketing
d to fight for potential
. By creating content
roblems and needs of
rs, inbound marketing
pects and builds trust
lity for your business.
not interruptive
true-ish needs
flexible value
Promoters don’t just
materialize out of thin air:
they start off as strangers,
visitors, contacts, and
customers. Specific
marketing actions and
tools help to
transform those strangers
into promoters.
93. #INBOUND17@MoreBrainz
Promoters don’t just
materialize out of thin air:
they start off as strangers,
visitors, contacts, and
customers. Specific
marketing actions and
tools help to
transform those strangers
into promoters.
Tailor your content to the
wants and needs of the
people who are viewing
it. As you learn more
about your leads over
time, you can better
personalize your
messages to their
specific needs.
94. #INBOUND17@MoreBrainz
Promoters don’t just
materialize out of thin air:
they start off as strangers,
visitors, contacts, and
customers. Specific
marketing actions and
tools help to
transform those strangers
into promoters.
Tailor your content to the
wants and needs of the
people who are viewing
it. As you learn more
about your leads over
time, you can better
personalize your
messages to their
specific needs.
95. #INBOUND17@MoreBrainz
Promoters don’t just
materialize out of thin air:
they start off as strangers,
visitors, contacts, and
customers. Specific
marketing actions and
tools help to
transform those strangers
into promoters.
96. #INBOUND17@MoreBrainz
Promoters don’t just
materialize out of thin air:
they start off as strangers,
visitors, contacts, and
customers. Specific
marketing actions and
olintimate
transform those strangers
into promoters.
Tailor your content to the
wants and needs of the
people who are viewing
it. As you learn more
about your leads over
time, you can better
personalize your
messages to their
specific needs.
para-social
relationships
Horton, Donald and R. Richard Wohl (1956): 'Mass Communication and Para-social Interaction: Observations on Intimacy at a
Distance', Psychiatry 19: 215-29; Schickel, Richard. Intimate Strangers: The Culture of Celebrity in America, NY: Doubleday, 1985
97. #INBOUND17@MoreBrainz
Promoters don’t just
materialize out of thin air:
they start off as strangers,
visitors, contacts, and
customers. Specific
marketing actions and
olintimate
transform those strangers
into promoters.
Tailor your content to the
wants and needs of the
people who are viewing
it. As you learn more
about your leads over
time, you can better
personalize your
messages to their
specific needs.
para-social
relationships
http://img.sparknotes.com/content/sparklife/sparktalk/ALL4CHRISESMAIN_Slide.jpg
98. #INBOUND17@MoreBrainz
Promoters don’t just
materialize out of thin air:
they start off as strangers,
visitors, contacts, and
customers. Specific
marketing actions and
olintimate
transform those strangers
into promoters.
Tailor your content to the
wants and needs of the
people who are viewing
it. As you learn more
about your leads over
time, you can better
personalize your
messages to their
specific needs.
para-social
relationships
https://pbs.twimg.com/media/BhxWutnCEAAtEQ6.jpg
99. #INBOUND17@MoreBrainz
Promoters don’t just
materialize out of thin air:
they start off as strangers,
visitors, contacts, and
customers. Specific
marketing actions and
tools help to
transform those strangers
into promoters.
Tailor your content to the
wants and needs of the
people who are viewing
it. As you learn more
about your leads over
time, you can better
personalize your
messages to their
specific needs.
108. #INBOUND17@MoreBrainz
“Doesn't give me a terribly favorable impression of the
company.....”
“Unimpressed. There was nothing that grabbed my attention.”
“No personality. Nothing that draws me in.”
“They don't have any activity in the recent past, no comments, and
no reviews. I would wonder whether or not they are a legitimate
business.”
“No creativity. No effort. Equals no credibility and no effort on my
part, either (as the customer).”
“I would think that some uneducated shady self storage business
owner doesn't know how to use Facebook, but followed the advice
of the tow truck driver who tows the cars that are abandoned on his
property. "That Facebook thing will help advertise your place! You
should set up a Facebook!" And that's what he's done. I imagine
him checking the site a lot to see his numbers never go up but he
doesn't understand, gives up, and now never checks it and has
forgotten he made it at all.”
“Sketch! Post at least once a month for folks not to think you are a scam or
drug facility!”
“5x5 is big enough to store a few bodies, a shrine, a cache of weapons, or
5 cubic feet of water.”
“My first thought was get your supplies to kidnap/dismember your victim
and have a place to store the body. Did I miss something?”
109. #INBOUND17@MoreBrainz
“Doesn't give me a terribly favorable impression of the
company.....”
“Unimpressed. There was nothing that grabbed my attention.”
“No personality. Nothing that draws me in.”
“They don't have any activity in the recent past, no comments, and
no reviews. I would wonder whether or not they are a legitimate
business.”
“No creativity. No effort. Equals no credibility and no effort on my
part, either (as the customer).”
“I would think that some uneducated shady self storage business
owner doesn't know how to use Facebook, but followed the advice
of the tow truck driver who tows the cars that are abandoned on his
property. "That Facebook thing will help advertise your place! You
should set up a Facebook!" And that's what he's done. I imagine
him checking the site a lot to see his numbers never go up but he
doesn't understand, gives up, and now never checks it and has
forgotten he made it at all.”
“Sketch! Post at least once a month for folks not to think you are a scam or
drug facility!”
“5x5 is big enough to store a few bodies, a shrine, a cache of weapons, or
5 cubic feet of water.”
“My first thought was get your supplies to kidnap/dismember your victim
and have a place to store the body. Did I miss something?”
110. #INBOUND17@MoreBrainz
“Doesn't give me a terribly favorable impression of the
company.....”
“Unimpressed. There was nothing that grabbed my attention.”
“No personality. Nothing that draws me in.”
“They don't have any activity in the recent past, no comments, and
no reviews. I would wonder whether or not they are a legitimate
business.”
“No creativity. No effort. Equals no credibility and no effort on my
part, either (as the customer).”
“I would think that some uneducated shady self storage business
owner doesn't know how to use Facebook, but followed the advice
of the tow truck driver who tows the cars that are abandoned on his
property. "That Facebook thing will help advertise your place! You
should set up a Facebook!" And that's what he's done. I imagine
him checking the site a lot to see his numbers never go up but he
doesn't understand, gives up, and now never checks it and has
forgotten he made it at all.”
“Sketch! Post at least once a month for folks not to think you are a scam or
drug facility!”
“5x5 is big enough to store a few bodies, a shrine, a cache of weapons, or
5 cubic feet of water.”
“My first thought was get your supplies to kidnap/dismember your victim
and have a place to store the body. Did I miss something?”
http://static1.1.sqspcdn.com/static/f/709071/26841124/1454721802803/silence-peeksunder.jpg?token=x0NSVxs6p33z6I8vDNnGwecK0WI%3D
111. #INBOUND17@MoreBrainz
Twitter Auto-DMs
“Thanks for taking the time to
show some love and follow us
on twitter. Check out our
Instagram…”
“Hi ya! How you doing? I
hope your well, let me know if
i can help you out? I generally
reply in 24-48hrs, if you need
any design thinking, creative
work, off the wall ideas, or
strategy take a look at my
work …”
"Hey - thanks for the follow!
Have a great Tuesday :)"
"Thank you so much for
following! If you would
retweet me, I will do the
same for you!"
"Thanks for the follow.
Here's a link to 2
chapters of my novel …"
"Thanks! If you ever
want help creating
inbound sales send me
a note! What is your
blog or website
address? I would love to
check it out!"
112. #INBOUND17@MoreBrainz
Twitter Auto-DMs
“Thanks for taking the time to
show some love and follow us
on twitter. Check out our
Instagram…”
“Hi ya! How you doing? I
hope your well, let me know if
i can help you out? I generally
reply in 24-48hrs, if you need
any design thinking, creative
work, off the wall ideas, or
strategy take a look at my
work …”
"Hey - thanks for the follow!
Have a great Tuesday :)"
"Thank you so much for
following! If you would
retweet me, I will do the
same for you!"
"Thanks for the follow.
Here's a link to 2
chapters of my novel …"
"Thanks! If you ever
want help creating
inbound sales send me
a note! What is your
blog or website
address? I would love to
check it out!"
http://morebrainz.blogspot.com/2017/04/inbound-or-outbound-automated-thanks.html
119. #INBOUND17@MoreBrainz
Tailor you, enlarged a bit“ ”
“I love social media”
https://imageog.flaticon.com/icons/png/512/24/24538.png?size=1200x630f&pad=10,10,10,10&ext=png&bg=FFFFFFFF,
http://www.agentsofguard.com/wp-content/uploads/2014/12/2014-12-17-18.40.51.jpg
bio
120. #INBOUND17@MoreBrainz
Tailor you, enlarged a bit“ ”
“I love social media”
https://imageog.flaticon.com/icons/png/512/24/24538.png?size=1200x630f&pad=10,10,10,10&ext=png&bg=FFFFFFFF,
http://www.agentsofguard.com/wp-content/uploads/2014/12/2014-12-17-18.40.51.jpg
bio
122. #INBOUND17@MoreBrainz
“Passionate about connecting…
a) with people.”
b) people together.”
c) people with [my services]”
d) ” ← [nope, short & sweet]
“I live to help _____ transform their ____ through _____!”
“I love social media”
125. #INBOUND17@MoreBrainz
Stuff on lack of connection, Hillary ,
Gary Vee and Tem Ferriss, I love
social media, passionate aout
marketing, love connecting – I hate
you, I wann a sit with a book in a
chair, I am a florist or accountant
or…….
Nice face with name and big smil on
bottom of popup for a chat, popup to
download my 12 scerets to
blerghhhhhhh pdf, Twitter auto dm
to reach out and connect on lInkedin
tooo
https://1899281406.rsc.cdn77.org/wp/wp-content/uploads/2014/06/1216778.jpg
128. #INBOUND17@MoreBrainz
“Passionate about connecting!”
“I like doing taxes.”
“I love flowers!”
“My job sucks. I
work for insurance
benefits.”
“This job didn’t
have a urine test.”
http://1000logos.net/wp-content/uploads/2017/02/Emblem-oInstagram-Logo.jpg
168. #INBOUND17@MoreBrainz
ethos
Charles Chamberlain (1974). “The Meaning of Prohairesis in Aristotle’sRhetoric.” Transactions of the American Philological Association, v 114,
http://www.wallpaperup.com/wallpaper/download_custom/620883