9. How
many
times
do
you
hear..?
“But
i
don’t
know
anything
about
that
industry”
“They
don’t
need
content”
“It’s
too
difficult
to
create
a
campaign”
“It’s
too
niche”
10. Agencies
are
still
businesses,
&
not
all
of
us
can
pick
&
choose
clients
11. How
do
we
sell
in
boring
markets?
Understand
the
use
cases
Know
the
audience
Think
about
format
Represent
brand
values
Know
why
you
are
making
content
Don’t
try
too
hard
16. Everything
ties
back
to
this…
“Never
tell
people
how
to
do
things.
Tell
them
what
to
do
and
they
will
surprise
you
with
their
ingenuity”
General
George
S.
Patton
(...&
Nichola Stott)
18. Who
are
they?
Where
do
they
spend
their
time?
When
are
they
searching?
What
do
they
want?
Why
are
they
searching?
What
will
help
them
decide?
WHO WHAT
20. Connecting
dots
(&
Brands)
Purchases
an
extension
cable
Senior
member
of
household
-‐ rental
or
owned
Rental
-‐ Probably
tight
on
space?
Creative
ways
to
‘build’
their
room
Owned
-‐ Maybe
redecorating?
Why
redecorate?
A
change
in
living
WHO
WHAT
33. Top
Takeaways
Understand
the
use
cases
Know
the
audience
Think
about
format
Represent
brand
values
Know
why
you
are
making
content
Don’t
try
too
hard