wrap up of confab 2014 in minneapolis

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CONFAB CENTRAL 2014 Minneapolis, USA 7-9 May 2014 Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1

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An in-depth wrap up of Confab 2014 conference in Minneapolis covering both Content Strategy and Content Marketing. A look at the three day conference and the sessions I attended with key take away points from each session.

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Page 1: Wrap Up of Confab 2014 in Minneapolis

CONFAB CENTRAL 2014

Minneapolis, USA

7-9 May 2014

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1

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Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 2

Confab Events - Sean Tubridy

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Minneapolis, Minnesota

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 3

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Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 4

Confab Events - Sean Tubridy

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Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 5Photo – Jason Dutton-Smith

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Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 6

Confab Events - Sean Tubridy

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Photo - Jason Dutton-Smith

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Sponsored by…

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10

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Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 11

Confab Events - Sean Tubridy

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Confab Events - Sean Tubridy

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Confab Events - Sean Tubridy

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Confab Events - Sean Tubridy

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DAY ONE…FULL DAY WORKSHOP

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CONTENT STRATEGY 101:THE JOURNEY STARTS HERE

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 17

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Content

Strategy

101

Kristina

Halvorson

CEO Brain Traffic

Jason Dutton-Smith 18www.wordconnect.com.au @morethanroute66

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FUNDAMENTALS OF

CONTENT STRATEGY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 20

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Content strategy plans for the

creation, delivery, and governance

of useful, usable content.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 21

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Not just…

What

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 22

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But…

• What

• Why

• How

• When

• For whom

• With what

• Where

• By whom

• How often

• What next

Jason Dutton-Smith www.wordconnect.com.au

@morethanroute66

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CORE STRATEGY PROCESSES

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START TO DEEP DIVE…

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DISCOVER

DEFINE

DESIGN

DEVELOP

DEPLOY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 32

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DISCOVER – Content Audit

DEFINE

DESIGN

DEVELOP

DEPLOY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 33

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DISCOVER – Content Audit

DEFINE – Content Requirements

DESIGN

DEVELOP

DEPLOY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 34

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DISCOVER – Content Audit

DEFINE – Content Requirements

DESIGN – Copywriter meet designer

DEVELOP

DEPLOY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 35

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DISCOVER – Content Audit

DEFINE – Content Requirements

DESIGN – Copywriter meet designer

DEVELOP – Write the content

DEPLOY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 36

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DISCOVER – Content Audit

DEFINE – Content Requirements

DESIGN – Copywriter meet designer

DEVELOP – Write the content

DEPLOY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 37

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KEY TAKEAWAYS FROM DAY 1

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 38

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YOUR CONTENT STRATEGY WILL

DEFINE YOUR SUCCESS

Requirements are not a list. They commit to living,

breathing objects and have people behind it.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 39

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LAUNCH AND LEAVE IS

NOT A STRATEGY

Commit to the complexities of the content and the time and

resource required. The content system needs to be

sustainable.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 40

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BE A TRUSTED GUIDE

What are the competitive differentiators, guide the audience

through the process and continue to offer value for the life of

the product.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 41

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DAY 2…

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KEYNOTE SPEAKER

Katrina CraigwellVisual Storytelling at GE

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Keynote

Speaker

Katrina

Craigwell

How GE has leveraged digital

channels to make new connections

with consumers and (new)

customers alike.

Jason Dutton-Smith 45www.wordconnect.com.au @morethanroute66

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Keynote

Speaker

Katrina

Craigwell

THE CHALLENGE

How does GE talk to their

customers with so many products?

• Define their voice

• The art of story telling

• An emotional connection

• Finding interesting angles

6 Instagramers took to the jet

engine factory.Jason Dutton-Smith 46www.wordconnect.com.au @morethanroute66

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http://www.ge.com/instawalk/peebles

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66

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http://www.ge.com/instawalk/peebles

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66

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KATRINA - KEY TAKEAWAY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 49

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THE ATTENTION SPAN OF A FISH IS 9

SECONDS….A HUMAN IS 7 SECONDS

Find the unique angle and never

stop talking to your audience.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 50

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Alicia

Dougherty-

Wold

Managing

with a green

thumb

Lead Facebook

Strategist

Tools and practise on how to grow

a content strategy team and

produce evergreen content.

Jason Dutton-Smith 52www.wordconnect.com.au @morethanroute66

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Alicia

Dougherty-

Wold

Managing

with a green

thumb

Lead Facebook

Strategist

THE CHALLENGE

The team grew quickly. How to

keep it all together.

1. Plan before you plant

2. Love the mud

3. Know who will grow

4. Don’t make square watermelons

5. Replant, repeat, multiply

Jason Dutton-Smith 53www.wordconnect.com.au @morethanroute66

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Alicia

Dougherty-

Wold

Managing

with a green

thumb

Lead Facebook

Strategist

1. PLAN BEFORE YOU PLANT

• Define the big idea

• Shared vision

• Company wide buy-in

• Aligned approach

• Principles to guide you

Jason Dutton-Smith 54www.wordconnect.com.au @morethanroute66

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Alicia

Dougherty-

Wold

Managing

with a green

thumb

Lead Facebook

Strategist

2. LOVE THE MUD

• Plan

• Create

• Learn

• Improve

• Be part of the solution

Jason Dutton-Smith 55www.wordconnect.com.au @morethanroute66

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Alicia

Dougherty-

Wold

Managing

with a green

thumb

Lead Facebook

Strategist

3. KNOW WHO WILL GROW

• People thrive in different climates

• Identify who thrives in your terrain

• Match behaviours to team

• Play to each persons strengths

• Interview to build teams

Jason Dutton-Smith 56www.wordconnect.com.au @morethanroute66

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Alicia

Dougherty-

Wold

Managing

with a green

thumb

Lead Facebook

Strategist

4. DON’T MAKE SQUARE

WATERMELONS

• Focus on core strengths

• Hire for what people are interested in

• Procrastination is a weakening factor

• Strengths and interests will energize

your team

Jason Dutton-Smith 57www.wordconnect.com.au @morethanroute66

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Alicia

Dougherty-

Wold

Managing

with a green

thumb

Lead Facebook

Strategist

5. REPLANT, REPEAT, MULTIPLY

• Re-align as you grow

• Re-envision the future

• Plant new processes

• Multiply and repeat what worked

Jason Dutton-Smith 58www.wordconnect.com.au @morethanroute66

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ALICIA - KEY TAKEAWAY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 59

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INVEST WITH YOUR TEAM

Find your one true north. Principles can be the

fall back of the standards.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 60

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Misty

Weaver

Scaling the

Content

Audit

Community

Manager –

Content Insight

Methods for exploring your content

eco-system

Jason Dutton-Smith 62www.wordconnect.com.au @morethanroute66

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Misty

Weaver

Scaling the

Content

Audit

Community

Manager –

Content Insight

Content audits are a tool and a

process for making informed

decisions in strategy and design.

It’s a gathering of evidence that

can influence our design.

- Match scale with context of why

- Why before what

- What before how

Jason Dutton-Smith 63www.wordconnect.com.au @morethanroute66

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MISTY - KEY TAKEAWAY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 64

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CONTENT WITHOUT INVENTORY

IS LIKE A LIBRARY WITHOUT

A CATALOGUE

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Natanya

Anderson

The Give a

Dam Factor

Director Social Media

& Content Strategy –

Whole Food Markets

Creating content that your

community really cares about.

Jason Dutton-Smith 67www.wordconnect.com.au @morethanroute66

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Natanya

Anderson

The Give a

Dam Factor

Director Social Media

& Content Strategy –

Whole Food Markets

While data is important; intuition is

still required. Bring your

experienced lens to the data.

Data is your friend and so is

failure.

Start with the customer to see what

they want. Then use stats to

make/build your case.

Jason Dutton-Smith 68www.wordconnect.com.au @morethanroute66

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Natanya

Anderson

The Give a

Dam Factor

Director Social Media

& Content Strategy –

Whole Food Markets

Finding content that’s right for your

community and business.

Bridge the story telling gap

between brand and customer.

Sometimes you need a lot of

content to see what works.

Complex stories – find the unique

angle to make them care.

Jason Dutton-Smith 69www.wordconnect.com.au @morethanroute66

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Natanya

Anderson

The Give a

Dam Factor

Director Social Media

& Content Strategy –

Whole Food Markets

Look at the social conversations

people have to bridge back to a

product.

Example – Whole Foods wanted to

push seafood but the audience

were talking about fresh produce.

Whole Foods used fennel to tie it

back to a new topic introduction (or

to push a particular product).

Jason Dutton-Smith 70www.wordconnect.com.au @morethanroute66

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NATANYA - KEY TAKEAWAY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 71

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YOUR CONTENT MAY NOT BE BAD,

MAYBE YOUR CUSTOMER IS

FATIGUED?

MAKE THE CAMPAIGN SHORTER, LESS

CONTENT, MORE SUCCINCT ETC

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 72

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Content

Strategy

101

Kristina

Halvorson

Jason Dutton-Smith 73www.wordconnect.com.au @morethanroute66

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Val Swisher

Global

Content

Strategy

Founder –

Content Rules

Best practises for your global

website.

Jason Dutton-Smith 74www.wordconnect.com.au @morethanroute66

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Val Swisher

Global

Content

Strategy

Founder –

Content Rules

Best practises matter.

Be consistent across all languages

according to brand.

Multi sites need consistent navigation.

How far do you go with translation?

– How deep does your content go?

– Plan carefully

– Translate only what is important

– Allow to search in own language

Jason Dutton-Smith 75www.wordconnect.com.au @morethanroute66

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Val Swisher

Global

Content

Strategy

Founder –

Content Rules

Know when to translate, when to

localise, and when to trans create.

Translate – word for word translation

Localisation – The meaning stays the

same but words do not exact translate

Trans Creation – Separate content that

is developed for that particular place or

region or continent. Usually developed

in-country

Jason Dutton-Smith 76www.wordconnect.com.au @morethanroute66

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VAL - KEY TAKEAWAY

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CULTURAL SENSITIVITY

RESEARCH TO MITIGATE OFFENCE,

ESPECIALLY WITH IMAGES.

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DAY 3…

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KEYNOTE SPEAKER

Nilofer MerchantThe New How.

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Keynote

Speaker

Nilofer

Merchant

Author, 11 Rules

for Creating

Value in the

#SocialEra and

The New How

The new how…

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Keynote

Speaker

Nilofer

Merchant

Author, 11 Rules

for Creating

Value in the

#SocialEra and

The New How

How to reinvent the future?

• See/k around corners

• Be willing to learn

• Not ‘if’, but the new ‘how’

Jason Dutton-Smith 83www.wordconnect.com.au @morethanroute66

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Keynote

Speaker

Nilofer

Merchant

Author, 11 Rules

for Creating

Value in the

#SocialEra and

The New How

“We underestimate what change

will happen in the next two years,

but we over estimate what will

happen in the next ten years.”

Bill Gates

Jason Dutton-Smith 84www.wordconnect.com.au @morethanroute66

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Keynote

Speaker

Nilofer

Merchant

Author, 11 Rules

for Creating

Value in the

#SocialEra and

The New How

To be big in the social world, its not

about being the biggest gorilla, but

being a herd of gazelles. Highly

connected, the gazelles operate as

one.

“Social is about human interaction,

not the technology. We’ve been

doing it since the dawn of time.”

Nilofer Merchant

Jason Dutton-Smith 85www.wordconnect.com.au @morethanroute66

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NILOFER - KEY TAKEAWAY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 86

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PARENT VS. BABYSITTER

PARENTS – nurture and look out for the long term

BABYSITTERS – short term only and hand off; your

problem now

Purpose bring out the best people,

and the best in people

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 87

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James

Gunter

Hummingbird

for Content

Strategists

Head of Content -

TruHearing

A look into what the latest Google

algorithm change, Hummingbird,

means to Content Strategy.

Jason Dutton-Smith 89www.wordconnect.com.au @morethanroute66

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James

Gunter

Hummingbird

for Content

Strategists

Head of Content -

TruHearing

What is hummingbird?

– Deep, relevant, useful content

What is Panda?

– Duplicate content

What is Penguin?

– Spammy links, over optimised

anchor key words

Jason Dutton-Smith 90www.wordconnect.com.au @morethanroute66

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James

Gunter

Hummingbird

for Content

Strategists

Head of Content -

TruHearing

How do you avoid penalty?

– What relationships are you

creating?

– Long form is better then short

form

– Create a unique voice with

authority

– Focus on becoming an entity

(not just a brand)

Jason Dutton-Smith 91www.wordconnect.com.au @morethanroute66

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JAMES - KEY TAKEAWAY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 92

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IT’S EASIER TO TEACH CONTENT

CREATORS SEO, THAN IT IS TO TEACH

SEO’S TO CREATE GOOD CONTENT.

Learn SEO reasonably rapidly.

Writing takes a long time and understanding and

constant work/practise.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 93

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Andreas

Woelk

I’m Not a

Fan!

UX Design Lead -

Stubhub

Key learnings from Stubhub’s

content research in Germany.

Jason Dutton-Smith 95www.wordconnect.com.au @morethanroute66

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Andreas

Woelk

I’m Not a

Fan!

UX Design Lead -

Stubhub

• How Hubstub turned a fuzzy

subject like content into

convincing data for leadership

• How historical and cultural

aspects can influence the way

people perceive your content

• How to adapt your tone and

content strategy to resonate with

local audiences

Jason Dutton-Smith 96www.wordconnect.com.au @morethanroute66

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ANDREAS - KEY TAKEAWAY

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TEST YOUR MARKET

BEFORE DIVING IN

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Joe Pulizzi

How to Build

and Execute

a Dominant

Media

Property.

Founder at Content

Marketing Institute -

Author of Epic

Content Marketing

How to develop a Content

Marketing plan and business

model that makes sense for your

brand.

Jason Dutton-Smith 100www.wordconnect.com.au @morethanroute66

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Joe Pulizzi

How to Build

and Execute

a Dominant

Media

Property.

Founder at Content

Marketing Institute -

Author of Epic

Content Marketing

Three reasons why we do

something.

Sales – are we going to make money

Savings – can we save on cost

Sunshine – happy customers, doing

something for them

Jason Dutton-Smith 101www.wordconnect.com.au @morethanroute66

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Joe Pulizzi

How to Build

and Execute

a Dominant

Media

Property.

Founder at Content

Marketing Institute -

Author of Epic

Content Marketing

Don’t rely on Social Media 100%

Build your content on your own real

estate. Social Media is purely renting

space and can not be controlled (eg

Facebook community exposure)

Do you rent or own your content?

Social Media is like renting an

apartment. Creating your own content on

your own platform is like buying your

own home.

Jason Dutton-Smith 102www.wordconnect.com.au @morethanroute66

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JOE - KEY TAKEAWAY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 103

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WHEN CONTENT FAILS WE

ARE NOT BEING NICHE ENOUGH

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Colleen

Jones &

Philip

Wisniewski

Oreos and

Milk

Content Science

& Kanban

Solutions

5 reasons content strategy and

content engineering go together.

Jason Dutton-Smith 106www.wordconnect.com.au @morethanroute66

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COLLEEN & PHILIP - KEY TAKEAWAY

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CONTENT YOU CANNOT IMPLEMENT

IS JUST AN IDEA

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 111

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Austin Kleon

Show your

work

Author of

Newspaper

Blackout & Steal

Like an Artist.

Show Your Work…

Jason Dutton-Smith 113www.wordconnect.com.au @morethanroute66

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Austin Kleon

Show your

work

Author of

Newspaper

Blackout & Steal

Like an Artist.

Teaching becomes learning and

sharing.

Teaching is the way forward – give

away the trade secret.

Jason Dutton-Smith 114www.wordconnect.com.au @morethanroute66

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Austin Kleon

Show your

work

Author of

Newspaper

Blackout & Steal

Like an Artist.

Newspaper Blackout

Jason Dutton-Smith 115www.wordconnect.com.au @morethanroute66

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Austin Kleon

Show your

work

Author of

Newspaper

Blackout & Steal

Like an Artist.

Jason Dutton-Smith 116www.wordconnect.com.au @morethanroute66

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AUSTIN - KEY TAKEAWAY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 117

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IF YOU WANT FANS;

YOU HAVE TO BE A FAN FIRST

IF YOU WANT TO BE TALKED ABOUT;

TALK ABOUT FIRST

IF YOU WANT TO BE NOTICED;

NOTICE INFLUENCERS FIRST

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