confident content from doug kessler at another marketing conference 2014
DESCRIPTION
At 2014's Another Marketing Conference (another.uk.com) in London, Doug Kessler from Velocity talked to delegates about the importance of being confident when it comes to content marketing.TRANSCRIPT
Confident content.
Doug KesslerVelocity Partners
@dougkessler#AMC14
What we learn about the communicator makes a bigger impression and stays with us longer than what we learn about the topic.
What we learn about the communicator
Same with content.
Time
Impact
What we learn about the topic
Content marketers are obsessed with the explicit at the expense of deeper and more important signals.
Content is a demo of you.
FunnyNice
CaringPositiveSmart
Trustworthy
Unique
Strong
PassionateExperienced
DynamicInnovative
Powerful
Nice
CaringSmart
Trustworthy
Unique
Strong
PassionateExperienced
DynamicInnovative
PowerfulConfident
Great content is always confident content.
Self-confidence.A feeling of trust in one’s abilities, qualities and judgement.
Confident content signals: I know what I’m talking about.I’m good at telling stories.
Why confidence:
Why confidence:1. It attracts
Why confidence:1. It attracts2. It signals expertise and experience
Why confidence:1. It attracts2. It signals expertise and experience3. It signals honesty
Why confidence:1. It attracts2. It signals expertise and experience3. It signals honesty4. Projects success and momentum
Why confidence:1. It attracts2. It signals expertise and experience3. It signals honesty4. Projects success and momentum 5. Grabs attention
Gabriel Garcia Marquez100 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.”
“
Confidence is not just a style, it’s a message.
Not so confident:
Confident:
8 tips for producing home run content.
1) Find your sweet spot
The Sweet Spot
Stuff prospects care about most.
Stuff you know the most about.
Kimberly-Clark Professional
Lean manufacturing
Industrial supplies
KCP Waste & Hazard Walk
2) Embrace alienation
3) Take a stand.
The white paper died in 2002.From abuse.
The SlideShare rant.
4) Say less.
5) Be stupidly generous.
Bumps for Boomers
6) Have fun.
Metro TrainsDumb Ways to Die
7) Go negative.
8) Get emotional.
Head x Heart = Home Run
1) Find your sweet spot. 2) Pick someone to alienate. 3) Take a stand. 4) Say less. 5) Get stupidly generous. 6) Have fun. 7) Go negative. 8) Get emotional.
Confidence is not just a style, it’s a message.
Thank you.