Doug Kessler talking content marketing at SMM13 - 'Five(ish) ways to succeed at content marketing.

1. Content marketing
in the age of crap.
Doug Kessler
Velocity Partners
@dougkessler

2. The B2C bastards are
eating our lunch (again).

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

6. Great content brands
are built on home
run pieces.

7. Goodies
It’s a home run game.
Time

8. Why hit home runs?
1)
They earn disproportionate goodies

9. Why hit home runs?
1)
They earn disproportionate goodies
2)
They improve the performance
of all other content

10. 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

11. The most
beautiful
chart in
the world.

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

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

14. 8 tips for producing
home run content.

15. 1) Swing for
the fences.

16. Home runs happen
in the brief.

17. 2) Become a student
of home runs.

18. Most content marketers
are studying the wrong
things.

19. 3) Steal shamelessly.

20. Originality is over-rated
and creativity is totally
misunderstood.

21. 4) Steal from
far away.

22. Steal from:
“ 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.”
Gabriel Garcia Marquez
100 Years of Solitude

23. 5) Steal the
right things.

24. 61 views
529 views
38 views
323 views
162 views
539 views

25. 6) Steal from
Joe Chernov.

27. 7) Put your swag
to work.

28. 8) ‘Follow the fear’.

29. Steal from the frog
Follow the Frog
Max Joseph for The Rainforest Alliance

30. Steal from decapitated
gremlins.
Metro Trains
Dumb Ways to Die

31. Steal from aviation geeks.
Paths of Flight
GE Aviation

32. Don’t steal from:

33. Steal from:

34. Steal from

35. A timely
issue
Home runs
Empathy

36. A timely
issue
Home runs
Confidence
Empathy

37. Emotion
A timely
issue
Home runs
Confidence
Empathy

38. Head x Heart = Home Run

39. Psychographic
targeting

40. The rant

41. Championhunting
Upheaval
interpreting
The rant
Market
disrupting
Inertia-busting

42. 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.

43. The B2C bastards are
eating our lunch (again).

44. Time
Goodies

45. Thank you.