Content marketing in the age of crap.
Doug Kessler Velocity Partners
@dougkessler
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The fully-certified Hubspot Gold Partner
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 Hubspot.
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
hosted by
The fully-certified Hubspot Gold Partner
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