doug kessler - avoiding crap - succeeding at content marketing smm13

Content marketing in the age of crap.

Doug Kessler Velocity Partners

@dougkessler

The B2C bastards are eating our lunch (again).

An over-reliance on competent, professional, intelligent, well-made, on-strategy content.

Great content brands are built on home run pieces.

Goo

dies

Time

It’s a home run game.

Why hit home runs? 1)  They earn disproportionate goodies

Why hit home runs? 1)  They earn disproportionate goodies

2)  They improve the performance of all other content

Why hit home runs? 1)  They earn disproportionate goodies

2)  They improve the performance of all other content

3)  They free you from the tyranny of search

The most beautiful chart in the world.

Home run content gives you a shot at overcoming your biggest obstacle.

Home run content gives you a shot at overcoming your biggest obstacle.

Inertia

8 tips for producing home run content.

1) Swing for the fences.

Home runs happen in the brief.

2) Become a student of home runs.

Most content marketers are studying the wrong things.

3) Steal shamelessly.

Originality is over-rated and creativity is totally misunderstood.

4) Steal from far away.

Steal from:

Gabriel Garcia Marquez 100 Years of Solitude

Many years later, as he faced the firing squad, Colonel Aureliano Buendía was to remember that distant afternoon when his father took him to discover ice.”

“

5) Steal the right things.

61 views 38 views 162 views

539 views 323 views 529 views

6) Steal from Joe Chernov.

7) Put your swag to work.

8) ‘Follow the fear’.

Steal from the frog

Follow the Frog Max Joseph for The Rainforest Alliance

Metro Trains Dumb Ways to Die

Steal from decapitated gremlins.

Steal from aviation geeks.

Paths of Flight GE Aviation

Don’t steal from:

Steal from:

Steal from

Home runs Empathy A timely issue

Home runs

Confidence

Empathy A timely issue

Emotion

Home runs

Confidence

Empathy A timely issue

Head x Heart = Home Run

Psychographic targeting

The rant

The rant

Champion-hunting

Inertia-busting Upheaval

interpreting

Market disrupting

Aim high. Be a student of home runs. Steal with abandon. Attack timely issues. Do it with empathy and confidence. Tap into emotion. Don’t forget to hate.

The B2C bastards are eating our lunch (again).

Goo

dies

Time

Thank you.