'

5 Lessons in Content Marketing From The Big Lebowski

Понравилась презентация – покажи это...





Слайд 0

#MNBlogCon The Marketer Abides 5 Lessons in Creative Content Marketing From The Big Lebowski Image: Keith Olsen


Слайд 1

Who the heck am i? TopRank Online Marketing Full service digital marketing agency •  •  •  •  Ashley Zeckman Director of Agency Marketing @azeckman Content Marketing SEO Social Media Marketing Influencer Marketing Fun Fact: Our agency blog (TopRankBlog.com) has almost 4k posts. YOWZAH!


Слайд 2

SHOW OF HANDS Who has seen The Big Lebowski? @azeckman


Слайд 3

The marketing Challenge 30% 44% believe they’re effective at content marketing are clear on what content success looks like 55% don’t know what success looks like Source: MarketingProfs & Content Marketing Institute @azeckman


Слайд 4

More isn’t always better 24k GIGABYTES Data Uploaded Every Second - Source: Internet in Real Time @azeckman Solution? Create BETTER content that will help you be the best answer, wherever your customers are searching.


Слайд 5

AGENDA 1 2 HELP YOUR READERS SOLVE A PROBLEM 3 INCORPORATE STORYTELLING 4 MESMERIZE YOUR AUDIENCE WITH VISUALS 5 AMPLIFY WITH SOCIAL PROMOTION 6 @azeckman PROPERLY IDENTIFY YOUR BLOG AUDIENCE TAKEAWAYS Image: Jeff in Venice


Слайд 6

“NOBODY CALLS ME LEBOWSKI, #1 PROPERLY IDENTIFY YOUR BLOG YOU GOT THE WRONG GUY, I'M AUDIENCE THE DUDE, MAN.” @azeckman Image: The Big Lebowski


Слайд 7

A Case of Mistaken Identity The Dude @azeckman Mr. Lebowski


Слайд 8

Unlike The Dude, your visitors won’t spend time straightening out your mistake. They’ll just leave. @azeckman Image: The Big Lebowski


Слайд 9

Know Who You’re Writing For Interests: Bowling and drinking White Russians Influencers: Credence Pain Points: His rug was urinated on and then stolen. He’s also been threatened by a group of henchmen. The Dude Interests: Spending time with the President Influencers: Money Pain Points: His wife has been kidnapped and is being held for ransom. Mr. Lebowski Bunny @azeckman Goals: Shopping and spending her husband’s money Influencers: Jackie Treehorn Pain Points: Her husband is really old and boring and she just wants to have fun. Images: The Big Lebowski


Слайд 10

Optimize across the sales cycle ATTRACT ENGAGE CONVERT CHANNEL Social Media, Style Blogs & Publications Company Blog, Facebook, Pinterest, Email Company Product Pages KEYWORD Fall trends, fashion accessories Scarves, boots, sweaters Brand Name + Sweaters DEVICE Tablet, Smartphone Tablet, Smartphone Desktop CONTENT Fall Trends 2015 Fall Buying Guide Coupons, New Releases Bunny @azeckman


Слайд 11

“YOU CAN’T BE#2 WORRIED ABOUT HELP YOUR READERS SOLVE THAT ****. LIFE GOES ON, MAN.” A PROBLEM @azeckman Image: The Big Lebowski


Слайд 12

CREATE A BRIEF 1. Who is this for? 2. What problem does it help solve for the reader? 3. What do they do next? 4. How will you measure success? @azeckman Image: The Big Lebowski


Слайд 13

HELP THE DUDE SOLVE HIS PROBLEM Pain Point: His rug was urinated on and then stolen. The Dude STAGE   TOPIC   PROBLEM SOLVED   NEXT STEPS   MEASURING SUCCESS   EARLY 10 Tips for Cleaning Your Rug This will help him get the stains out of his rug. Review cleaning tips and attempt to salvage the rug Views, shares MIDDLE [eBook]5 Rugs That Really Tie the Room Together He’s in need of a new rug. Download the eBook Downloads LATE The Most Cost Effective Rugs for White Russian Drinking Dudes Help him identify the new rug specifically for him. Purchase rug Purchases @azeckman


Слайд 14

Examples: solving problems Build Credibility Show Empathy Next Step @azeckman


Слайд 15

“WERE YOU LISTENING TO THE #3 ADD STORYTELLING TO DUDE’S STORY? SO YOU HAVE NO THE MIX FRAME OF REFERENCE HERE.” @azeckman Image: The Big Lebowski


Слайд 16

Use storytelling to create a meaningful connection with your audience. @azeckman Image: The Big Lebowski


Слайд 17

Benefits of storytelling Stories create a shared EXPERIENCE Readers are more OPEN to a good story Stories help readers to form an EMOTIONAL CONNECTION with your message Storytelling helps DIFFERENTIATE you from competitors A great story is very SHARABLE Stories assign MEANING @azeckman


Слайд 18

Examples: Storytelling & content @azeckman


Слайд 19

Examples: Storytelling & content @azeckman


Слайд 20

Examples: Storytelling & content @azeckman


Слайд 21

#4 “THE RUG, IT REALLY TIED THE MESMERIZE YOUR AUDIENCE WITH ROOM TOGETHER.” VISUALS @azeckman


Слайд 22

The importance of visual content 40 % of people will respond better to visual content. (Source: Zabisco) 90 % of information transmitted to the brain is visual. (Source: 3M & Zabisco) @azeckman


Слайд 23

The importance of visual content Tweets with images receive 89 % more favorites. (Source: Buffer) @azeckman


Слайд 24

Examples: visual content @azeckman


Слайд 25

Examples: visual content @azeckman


Слайд 26

Examples: visual content @azeckman


Слайд 27

“LIFE DOES NOT START AND #5 AMPLIFY YOUR MESSAGE WITH STOP AT YOUR CONVENIENCE.” SOCIAL PROMOTION @azeckman Image: The Big Lebowski


Слайд 28

If you wait until after content is ready to publish to start thinking about promotion...it’s too late @azeckman Image: The Big Lebowski


Слайд 29

Content promotion Develop compelling VISUALS for social sharing If you worked with INFLUENCER’S develop messages for them to share Create UNIQUE messaging for each social platform @azeckman Encourage EMPLOYEES to amplify your content Image: The Big Lebowski


Слайд 30

Example: promotion plan EMAIL BLAST NEWSROOM POST SOCIAL MEDIA MESSAGES BLOG POSTS INFLUENCER EMAILS @azeckman SOCIAL ADS


Слайд 31

“YEAH WELL. THE DUDE FINAL THOUGHTS ABIDES.” @azeckman Image: The Big Lebowski


Слайд 32

Despite all of the trials and tribulations that our characters faced, everything worked out. Well, except for Donny, he died. @azeckman Image: The Big Lebowski


Слайд 33

Final takeaways 1. Know Who You’re Creating Content For 2. Help Your Readers Solve A Problem 3. Create Connections With Storytelling 4. Mesmerize With Killer Visuals 5. Create An Awesome Promotion Plan @azeckman Image: The Big Lebowski


Слайд 34

THANK YOU Best Ways to Get Ahold of Me: azeckman@toprankmarketing.com Twitter: @azeckman We’re Hiring! TopRank Marketing is hiring freelance and full-time writers. Ashley Zeckman Let me know if you’re interested! Director of Agency Marketing @azeckman Image: The Big Lebowski


Слайд 35


×

HTML:





Ссылка: