Radiology Sameer Bahal 28 th January 2013. Content Chest X –Rays Abdo X-rays, CT Head,
Content Marketing X-Rays: Hidden Elements That Make Great Content Work
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Transcript of Content Marketing X-Rays: Hidden Elements That Make Great Content Work
![Page 1: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/1.jpg)
Content MarketingX-Rays
The Hidden Details That Make Each Piece Just Plain Work
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Confession Time!
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The only reason lots of us got into content marketing
Confession Time!
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Confession Time!
The only reason lots of us got into content marketing
is that one word.
![Page 5: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/5.jpg)
We thought…
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We thought…
“Perfect! I like to write, design, record, film, and otherwise create things.”
![Page 7: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/7.jpg)
We thought…
“Perfect! I like to write, design, record, film, and otherwise create things.”
- Corey J. Content
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So we always start with this stuff:
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• The Audience • The Experience • The Quality • The Creativity • The Piece Itself
So we always start with this stuff:
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• The Audience • The Experience • The Quality • The Creativity • The Piece Itself
So we always start with this stuff:
Which makes us better at this stuff:
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• The Audience • The Experience • The Quality • The Creativity • The Piece Itself
So we always start with this stuff:
Which makes us better at this stuff:
• The Subscribers • The Leads • The Process • The Marketing • The Practice Itself
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We believe in the power of quality, craft-driven work.
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We believe in the power of quality, craft-driven work.
Unfortunately, many marketers obsess over, well … not that.
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Content Farm
We believe in the power of quality, craft-driven work.
Unfortunately, many marketers obsess over, well … not that.
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Well, guess what?
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Well, guess what?
Wut?
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Content marketing ism a t u r i n g
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Content marketing ism a t u r i n g
Aw, nuts
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Content marketing ism a t u r i n g
Marketers can’t rely on being first. (someone else already was)
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Content marketing ism a t u r i n g
Marketers can’t rely on being first.
Nor can we rely on being loudest. (someone else already was)
(readers are already overwhelmed)
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We have to be genuinely good at this.
Content marketing ism a t u r i n g
Marketers can’t rely on being first.
Nor can we rely on being loudest. (someone else already was)
(readers are already overwhelmed)
![Page 22: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/22.jpg)
Content marketing ism a t u r i n g
We have to be genuinely good at this.
Marketers can’t rely on being first.
Nor can we rely on being loudest. (someone else already was)
(readers are already overwhelmed)
Must know how to create well, not just market well.
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Planning
Production
Distribution
Analysis
And when you think about all the stuff we do
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We’ve got tons of support here…
Planning
Production
Distribution
Analysis
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But not so much here…
Planning
Production
Distribution
Analysis
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To help, I created this:
A bite-sized newsletter to help marketers master the craft of content creation – 1 example of awesome content sent daily.
![Page 27: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/27.jpg)
To help, I created this:
A bite-sized newsletter to help marketers master the craft of content creation – 1 example of awesome content sent daily. I’m Jay Acunzo (Google, HubSpot, NextView Ventures)
*
*
![Page 28: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/28.jpg)
To help, I created this:
A bite-sized newsletter to help marketers master the craft of content creation – 1 example of awesome content sent daily.
You can join the newsletter here.
![Page 29: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/29.jpg)
To help, I created this:
A bite-sized newsletter to help marketers master the craft of content creation – 1 example of awesome content sent daily.
You can join the newsletter here. The following examples are from The Daily Content.
![Page 30: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/30.jpg)
A better way to do link roundups “Easy to create” shouldn’t mean “poorly done”
![Page 31: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/31.jpg)
A better way to do link roundups
Recurring info for each link like “In a Sentence” improves the experience.
“Easy to create” shouldn’t mean “poorly done”
![Page 32: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/32.jpg)
A better way to do link roundups
Recurring info for each link like “In a Sentence” improves the experience.
The Adventure Ratings prompt readers to eagerly scan the post.
“Easy to create” shouldn’t mean “poorly done”
![Page 33: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/33.jpg)
A better way to do link roundups
Recurring info for each link like “In a Sentence” improves the experience.
The Adventure Ratings prompt readers to eagerly scan the post.
Gorgeous, full-bleed imagery immediately tells readers: This is a high-quality, premium article – not an afterthought like many roundups.
“Easy to create” shouldn’t mean “poorly done”
![Page 34: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/34.jpg)
A better way to do link roundups
Recurring info for each link like “In a Sentence” improves the experience.
The Adventure Ratings prompt readers to eagerly scan the post.
Gorgeous, full-bleed imagery immediately tells readers: This is a high-quality, premium article – not an afterthought like many roundups.
View It
“Easy to create” shouldn’t mean “poorly done”
![Page 35: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/35.jpg)
A stress-free, beautiful SlideShare In a noisy content ecosystem, being quiet stands out.
![Page 36: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/36.jpg)
A stress-free, beautiful SlideShare In a noisy content ecosystem, being quiet stands out.
Minimal design is popular, but it can also help content stand out. The “native” experience on SlideShare is cluttered. The whitespace attracts readers better than louder covers.
![Page 37: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/37.jpg)
A stress-free, beautiful SlideShare In a noisy content ecosystem, being quiet stands out.
Minimal design is popular, but it can also help content stand out. The “native” experience on SlideShare is cluttered. The whitespace attracts readers better than louder covers.
The hand-drawn cartoons support the narrative but do so without the aforementioned clutter, which would have been an easy trap.
![Page 38: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/38.jpg)
A stress-free, beautiful SlideShare In a noisy content ecosystem, being quiet stands out.
Minimal design is popular, but it can also help content stand out. The “native” experience on SlideShare is cluttered. The whitespace attracts readers better than louder covers.
View It
The hand-drawn cartoons support the narrative but do so without the aforementioned clutter, which would have been an easy trap.
![Page 39: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/39.jpg)
A story you experience Now among the all-time classics, Snow Fall remains awesome.
![Page 40: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/40.jpg)
A story you experience Now among the all-time classics, Snow Fall remains awesome.
Tough to do it justice here. It’s just one of those pieces you have to see (or see again). Truly amazing stuff.
![Page 41: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/41.jpg)
A story you experience Now among the all-time classics, Snow Fall remains awesome.
Tough to do it justice here. It’s just one of those pieces you have to see (or see again). Truly amazing stuff.
View It
![Page 42: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/42.jpg)
Inside jokes for loyal readers. Something extra for your favorites.
![Page 43: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/43.jpg)
Inside jokes for loyal readers. Something extra for your favorites.
The Game of Thrones theme “newsjacks” the topic, appealing to a broad audience.
![Page 44: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/44.jpg)
Inside jokes for loyal readers. Something extra for your favorites.
The Game of Thrones theme “newsjacks” the topic, appealing to a broad audience.
But hidden away for those who spend more time and dive deeper are some jokes for industry insiders.
![Page 45: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/45.jpg)
Inside jokes for loyal readers. Something extra for your favorites.
View It
The Game of Thrones theme “newsjacks” the topic, appealing to a broad audience.
But hidden away for those who spend more time and dive deeper are some jokes for industry insiders.
![Page 46: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/46.jpg)
A motherfreakin’ pig.
![Page 47: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/47.jpg)
A motherfreakin’ pig. On a motherfreakin’ surfboard.
![Page 48: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/48.jpg)
A motherfreakin’ pig. On a motherfreakin’ surfboard.
![Page 49: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/49.jpg)
A motherfreakin’ pig. On a motherfreakin’ surfboard.
Remove a brand from a piece. Does it still hold up? That’s content. If not, it’s a commercial. GoPro’s video is pure, unadulterated story.
![Page 50: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/50.jpg)
A motherfreakin’ pig. On a motherfreakin’ surfboard.
View It Remove a brand from a piece. Does it still hold up? That’s content. If not, it’s a commercial. GoPro’s video is pure, unadulterated story.
![Page 51: Content Marketing X-Rays: Hidden Elements That Make Great Content Work](https://reader031.fdocuments.us/reader031/viewer/2022032420/55a50ca81a28abda588b46bc/html5/thumbnails/51.jpg)
Happy Creating!
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Subscribe and get your first example right away.
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