#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing From The Big Lebowski

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.


@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.”


#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?


@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.”


#3 ADD STORYTELLING TO

THE MIX

@azeckman

Use storytelling to create a meaningful connection with your audience.


@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

“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

“LIFE DOES NOT START AND STOP AT YOUR CONVENIENCE.”


#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


@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


@azeckman

Example: promotion plan

EMAIL BLAST

INFLUENCER EMAILS

NEWSROOM POST

SOCIAL MEDIA MESSAGES

SOCIAL ADS

BLOG POSTS

@azeckman

“YEAH WELL. THE DUDE ABIDES.”


FINAL THOUGHTS

@azeckman

Despite all of the trials and tribulations that our characters faced, everything worked out. Well, except for Donny, he died.


@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


@azeckman

THANK YOU


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: [email protected] Twitter: @azeckman

Ashley Zeckman Director of Agency Marketing

#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing From The Big Lebowski

Marketing

Transcript of #MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing From The Big Lebowski