Dialing Back Content Creation: State of Search 2014
-
Upload
michelle-lowery -
Category
Marketing
-
view
441 -
download
0
description
Transcript of Dialing Back Content Creation: State of Search 2014
![Page 1: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/1.jpg)
Dialing it BackHow Creating Too Much Content Can
Dilute Your Brand and
Undermine Your Authority
MICHELLE LOWERY@MichelleDLowery
![Page 2: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/2.jpg)
![Page 3: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/3.jpg)
Image Credit: http://www.domo.com/blog/2014/04/data-never-sleeps-2-0/
![Page 4: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/4.jpg)
Source: http://www.worldometers.info/blogs/
Sunday, November 2, 2014, 12:13 p.m. CST
![Page 5: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/5.jpg)
![Page 6: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/6.jpg)
The best content is
created by people.
![Page 7: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/7.jpg)
“Those two harrowing words—
frequent and consistent—lead directly
to the thing nightmares are made of
for creative professionals: volume.”
~ Keith Frankel
https://twitter.com/theKeithF
![Page 8: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/8.jpg)
If you’re creating a high
volume of content, you’re
diminishing its value.
![Page 9: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/9.jpg)
How Creating
Too Much Content
Can Dilute Your Brand
![Page 10: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/10.jpg)
Source: http://www.copyblogger.com/bye-facebook/
![Page 11: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/11.jpg)
Going where your
audience is
isn’t enough.
![Page 12: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/12.jpg)
Stay where your audience
responds to you.
![Page 13: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/13.jpg)
To be successful,
emulate success.
![Page 14: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/14.jpg)
![Page 15: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/15.jpg)
Prince has performed on
television six times
since 2011.
Source: http://www.princevault.com/index.php/Television_Shows
![Page 16: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/16.jpg)
Prince built his brand on
pure and undeniable talent,
not on frequency.
![Page 17: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/17.jpg)
Blindly following
conventional wisdom is,
itself, unwise.
![Page 18: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/18.jpg)
Content for content’s sake
is a waste of resources.
![Page 19: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/19.jpg)
Are you spending your
resources wisely?
![Page 20: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/20.jpg)
Or are you following
the crowd?
![Page 21: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/21.jpg)
It’s time to take stock,
keep what works,
and cut what doesn’t.
![Page 22: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/22.jpg)
Some of the best
examples of marketing are
serendipitous.
![Page 23: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/23.jpg)
Source: https://twitter.com/Oreo/status/298246571718483968
![Page 24: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/24.jpg)
The more you try to force
your sincerity, the
phonier you sound.
![Page 25: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/25.jpg)
How Creating
Too Much Content
Can Undermine Your Authority
![Page 26: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/26.jpg)
The More You Talk, the Less You Know
The real experts don't want your retweets, likes, or shares.
Source: http://www.foreignpolicy.com/articles/2014/02/19/the_more_you_talk_the_less_you_know
![Page 27: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/27.jpg)
“…those individuals…having their
tweets retweeted frequently are
rarely the most informed people—
they are simply the most public.”
Source: http://www.foreignpolicy.com/articles/2014/02/19/the_more_you_talk_the_less_you_know
![Page 28: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/28.jpg)
As great minds have the faculty of
saying a great deal in a few words,
so lesser minds have a talent of
talking much, and saying nothing.
~Francois de La Rochefoucauld
![Page 29: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/29.jpg)
It’s time to ask ourselves a
difficult question—
does “influencer” mean most
knowledgeable and
authoritative…
![Page 30: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/30.jpg)
…or does “influencer” simply mean
most popular?
![Page 31: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/31.jpg)
Frequency and consistency
do not equate
to authority.
![Page 32: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/32.jpg)
True authority comes from
knowledge, experience, and
expressing both through
implication rather than overt
statement.
![Page 33: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/33.jpg)
Do you really need authority for
successful marketing?
![Page 34: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/34.jpg)
The need to demonstrate authority
comes from
its being in question
to begin with.
![Page 35: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/35.jpg)
Your work should
speak for itself.
![Page 36: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/36.jpg)
The more you have to identify
yourself as an authority or a
“thought leader,” the less you
sound like one.
![Page 37: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/37.jpg)
Before you create another list post,
infographic, ebook, or any other
piece of content, ask yourself:
Will this truly make a difference?
![Page 38: Dialing Back Content Creation: State of Search 2014](https://reader034.fdocuments.us/reader034/viewer/2022052601/559442c01a28abfa2f8b4644/html5/thumbnails/38.jpg)
Connect With Us
http://passionfruitcreativegroup.com/blog/ @PassionFruitCG facebook.com/PassionFruitCreativeGroup gplus.to/PassionFruitCreativeGroup linkedin.com/company/passion-fruit-creative-group