Post on 05-Jan-2017
5 Lessons in Creative Content Marketing From The Big Lebowski
The Marketer Abides
#MNBlogCon
Image: Keith Olsen
@azeckman
Who the heck am i?
Fun Fact: Our agency blog (TopRankBlog.com) has almost 4k
posts. YOWZAH!
TopRank Online Marketing Full service digital marketing agency • Content Marketing • SEO • Social Media Marketing • Influencer Marketing
Ashley Zeckman Director of Agency Marketing
@azeckman
Who has seen The Big Lebowski?
SHOW OF HANDS
@azeckman
44% are clear on what content success
looks like
The marketing Challenge
Source: MarketingProfs & Content Marketing Institute
30% believe they’re
effective at content
marketing 55% don’t know
what success looks like
@azeckman
More isn’t always better
24k GIGABYTES
Data Uploaded Every Second
- Source: Internet in Real Time
Solution?
Create BETTER content that will help you be the
best answer, wherever your customers are
searching.
@azeckman
AGENDA PROPERLY IDENTIFY YOUR BLOG AUDIENCE
HELP YOUR READERS SOLVE A PROBLEM
INCORPORATE STORYTELLING
MESMERIZE YOUR AUDIENCE WITH VISUALS
AMPLIFY WITH SOCIAL PROMOTION
1
2
3
4
5
TAKEAWAYS 6
Image: Jeff in Venice
@azeckman
“NOBODY CALLS ME LEBOWSKI, YOU GOT THE WRONG GUY, I'M
THE DUDE, MAN.”
Image: The Big Lebowski
#1 PROPERLY IDENTIFY YOUR BLOG
AUDIENCE
@azeckman
A Case of Mistaken Identity
The Dude Mr. Lebowski
@azeckman
Unlike The Dude, your visitors won’t spend time straightening out your mistake. They’ll just leave.
Image: The Big Lebowski
@azeckman
Know Who You’re Writing For
The Dude
Mr. Lebowski
Bunny
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.
Interests: Spending time with the President Influencers: Money Pain Points: His wife has been kidnapped and is being held for ransom.
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
@azeckman
Optimize across the sales cycle
Bunny
CHANNEL
CONTENT
DEVICE
KEYWORD
ATTRACT
Social Media, Style Blogs & Publications
Company Blog, Facebook,
Pinterest, Email
Company Product Pages
Fall trends, fashion
accessories
Scarves, boots, sweaters
Brand Name + Sweaters
Tablet, Smartphone
Tablet, Smartphone Desktop
Fall Trends 2015 Fall Buying Guide
Coupons, New Releases
ENGAGE CONVERT
@azeckman
“YOU CAN’T BE WORRIED ABOUT THAT ****. LIFE GOES ON, MAN.”
Image: The Big Lebowski
#2 HELP YOUR READERS SOLVE
A PROBLEM
@azeckman
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?
Image: The Big Lebowski
@azeckman
HELP THE DUDE SOLVE HIS PROBLEM
EARLY
LATE
MIDDLE
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
[eBook]5 Rugs That Really Tie the
Room Together
He’s in need of a new rug.
Download the eBook
The Most Cost Effective Rugs for
White Russian Drinking Dudes
Purchase rug
The Dude
Pain Point: His rug was urinated on and then stolen.
STAGE TOPIC PROBLEM SOLVED
Views, shares
Downloads
Purchases
NEXT STEPS MEASURING SUCCESS
Help him identify the new rug
specifically for him.
@azeckman
Examples: solving problems
Show Empathy
Build Credibility
Next Step
@azeckman
“WERE YOU LISTENING TO THE DUDE’S STORY? SO YOU HAVE NO
FRAME OF REFERENCE HERE.”
Image: The Big Lebowski
#3 ADD STORYTELLING TO
THE MIX
@azeckman
Use storytelling to create a meaningful connection with your audience.
Image: The Big Lebowski
@azeckman
Benefits of storytelling
Stories create a shared EXPERIENCE
Stories help readers to form an EMOTIONAL
CONNECTION with your message
A great story is very SHARABLE
Readers are more OPEN to a good story
Storytelling helps DIFFERENTIATE you
from competitors
Stories assign MEANING
@azeckman
Examples: Storytelling & content
@azeckman
Examples: Storytelling & content
@azeckman
Examples: Storytelling & content
@azeckman
“THE RUG, IT REALLY TIED THE ROOM TOGETHER.”
#4 MESMERIZE YOUR AUDIENCE WITH
VISUALS
@azeckman
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)
Tweets with images receive
89%
more favorites.
(Source: Buffer)
@azeckman
The importance of visual content
Tweets with images receive
89%
more favorites.
(Source: Buffer)
@azeckman
Examples: visual content
@azeckman
Examples: visual content
@azeckman
Examples: visual content
@azeckman
“LIFE DOES NOT START AND STOP AT YOUR CONVENIENCE.”
Image: The Big Lebowski
#5 AMPLIFY YOUR MESSAGE WITH
SOCIAL PROMOTION
@azeckman
If you wait until after content is ready to publish to start thinking about promotion...it’s too late
Image: The Big Lebowski
@azeckman
Content promotion
Develop compelling VISUALS for social
sharing
Create UNIQUE messaging for each
social platform
If you worked with INFLUENCER’S develop messages for them to
share
Encourage EMPLOYEES to amplify your content
Image: The Big Lebowski
@azeckman
Example: promotion plan
EMAIL BLAST
INFLUENCER EMAILS
NEWSROOM POST
SOCIAL MEDIA MESSAGES
SOCIAL ADS
BLOG POSTS
@azeckman
“YEAH WELL. THE DUDE ABIDES.”
Image: The Big Lebowski
FINAL THOUGHTS
@azeckman
Despite all of the trials and tribulations that our characters faced, everything worked out. Well, except for Donny, he died.
Image: The Big Lebowski
@azeckman
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
Image: The Big Lebowski
@azeckman
THANK YOU
Image: The Big Lebowski
We’re Hiring!
TopRank Marketing is hiring freelance and full-time writers.
Let me know if you’re interested!
Best Ways to Get Ahold of Me: azeckman@toprankmarketing.com Twitter: @azeckman
Ashley Zeckman Director of Agency Marketing