Content Jam 2016: Unthinkable: How the World’s Most Creative Content Marketers Do What Others...
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UNTHINKABLE: How the World’s Most Creative Content Marketers Do What Others Wouldn’t Dare
Jay Acunzo
Content Creation
@jayacunzo | #ContentJam
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unthinkable.fm
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WHAT IS THEBEST PRACTICE?!
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You’re stuck at pretty good, Doc!
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Good marketersfollow best practices.Great marketerscraft their own.
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what thedata says
worked
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unthinkable.fm
what thedata says
worked
what yourintuition says
could work
The Unthinkable
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David Cancel @dcancel Co-founder & CEO, Drift
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Drift’s Content Marketing
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SUBSCRIBERS:• Gated content: 200/month.• Ungated: 500/month.
They call me CMO.Chief Mini-Officer.
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USERS:• Grew 30% in May.• Grew 35% in June.
How you like me now?
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1.When you tell storiesothers can’t resist,others tell stories about YOU.
unthinkable.fm
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“If we put on a prospect’s hat — remember, we’re all committed to being customer-centric, right? — this actually seems, well, pretty nice.”
Scott BrinkerEditor, Chief Marketing Technologist
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“If we put on a prospect’s hat — remember, we’re all committed to being customer-centric, right? — this actually seems, well, pretty nice.”
Scott BrinkerEditor, Chief Marketing Technologist
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2.When you make the leap, you stop playing in the market and start SHAPING it.
unthinkable.fm
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3.When you admit you sell the means and not the end itself,you sell more.
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+
YourAudience
YourProduct
=
Courtesy UserOnboard.com
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When you do the Unthinkable…
1. Others tell stories about YOU.2. You start SHAPING the market.3. You sell MORE.
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unthinkable.fm
what thedata says
worked
what yourintuition says
could work
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what thedata says
worked
what yourintuition says
could work
Not so scary
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AdWords
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Treating content like this is
dangerous.
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Telic.
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GoodMarketers
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GreatMarketers
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“Our quest to automate everything has left us out of touch with our customers.
Marketing has become more about gaming systems or get-rich-quick schemes.
You can’t build something big by doing things the same way as everyone else.”
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3 TRAITSof those who do the
Unthinkable
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Finn DowlingWriter & MarketerHumane Society ofSilicon Valley
EddieThe Dog
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Puppy Adoption Wish List: Loves children
EddieThe Dog
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Puppy Adoption Wish List: Loves children’s fingers
EddieThe Dog
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Puppy Adoption Wish List: Loves children Hates other dogs Barks uncontrollably
EddieThe Dog
’s fingers
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Eddie
Puppy Adoption Wish List: Loves children Hates other dogs Barks uncontrollably
The Terrible
’s fingers
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Like to go for walks in dog infested areas?Enjoy the dog park? Keep walking. He goes zero to
Cujo in 0.5 seconds.
Want your kids to grow up with a full complement of fingers and toes? Not the dog for you.
“
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32,000 6,300
Over 7 million reached
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Finn Dowling• Didn’t start at the end result.• Didn’t simply present the facts.• Wrote something she enjoyed.
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Finn Dowling• Didn’t start at the end result.• Didn’t simply present the facts.• Wrote something she enjoyed.
“Most shelter blogs make me want to stick my head in an oven.”
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1.Intrinsically
Motivated to Make
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• 1 post per weekday• 1,000 total (4 years)• Awesome things only
Neil Pasricha@1000Awesome
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50,000 visitors per day
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unthinkable.fm
$0
unthinkable.fm
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Our job is not to “be creative.”Our job is to CREATE.
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2.Ship. A lot.
#Intuition
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• 1 post per weekday• 1,000 total (4 years)• Awesome things only
Neil Pasricha@1000Awesome
Mikael Cho@mikaelcho
“We had no money … and had 3 months worth of cash left to turn things around. If we didn’t
we were toast. Done.”
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Unsplash.com
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50,000 visitors in 10 min Customers
5M uniques & 1B views= #1 customer source
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$19
unthinkable.fm
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unthinkable.fm
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unthinkable.fm
3.Launch
Side Projects
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unthinkable.fm
Those who do the Unthinkable…
1. Start with the means, not the ends.2. Ship work on a consistent basis.3. Learn from side projects to grow.
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unthinkable.fm
Didn’t follow the best practice.CREATED IT.
Didn’t emulate the standard.BECAME IT.
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unthinkable.fm
AdWords
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what thedata says
worked
what yourintuition says
could work
Crazytown, USA(Population: Jay)
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unthinkable.fm
shortcutculture
love creatingfor its own sake
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unthinkable.fm
“art” is the wrong idea
real artists shipand stand out
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unthinkable.fm
factoryteams
tinker on the side & be irreplaceable
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unthinkable.fm
WHAT IF WECRAFTED
OUR OWN?
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unthinkable.fm
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Jay Acunzo@jayacunzo | #ContentJam
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