Slaying the Dragon: Using Content to Empower Your Heroes
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Transcript of Slaying the Dragon: Using Content to Empower Your Heroes
Creating Your Content Plan
I d e n t i f y y o u r s t o r y, e m p o w e r
t h e h e r o , s l a y t h e d ra g o n , a n d
r e a p t h e s p o i l s o f v i c t o r y.
Content is Storytelling
A l l c o n t e n t f o l l o w s t h e s a m e
s t o r y p a t t e r n t h a t h a s b e e n
u s e d s i n c e B e o w u l f w a s
w r i t t e n .
The Content Structure
Introduce Your Hero
Ident i fy & descr ibe conf l ic t
Go on a journey
Find a solut ion and s lay the dragon
The Hero
C u s t o m e r, s u b s c r i b e r, t a r g e t a u d i e n c e
M ay n o t b e a h e r o y e t – q u e s t n o t b e g u n
T h e “ d ra g o n ” c r e a t e s t h e h e r o
M u s t g o t h r o u g h a q u e s t t o f i n d t h e s k i l l s , t o o l s , a n d “ s o l u t i o n s ”
t o s l a y t h e b e a s t
Conflict
Conf l i c t c reates substance – but i t sucks
Conf l i c t for your hero creates a ton of
cha l lenges
Conf l i c t i s never over – stor ies come to an end
The Journey
The journey of the hero has many paths
Those paths are answers and so lut ions
You strateg ica l ly use content to let the hero
know your so lut ion i s the best “sword”
Slaying the Dragon
Your so lut ion should be the hero ’s sword
When i t i s , the hero te l l s everyone!
I f your so lut ion doesn ’ t work, then the hero wi l l
te l l everyone!
Content isthe tool ofthe truth
T h e r i g h t m i x o f c o n t e n t n e e d
t o b e o f f e r e d t o y o u r h e r o t o
m a x i m i z e t h e i r t i m e a n d
d e c i s i o n m a k i n g p r o c e s s .
The Content Mix
B logs
Soc ia l media content (or ig ina l + ampl i f ied)
Case stud ies , ebooks , whi tepapers
Webinars , v ideos, and seminars
Emai l market ing, d i rect market ing, conferences
The Right Content
Not a one s ized f i ts a l l approach
What ’s worked in the past may work in present
Organic promot ion versus pa id / advert i s ing
What ava i lab le resources do you have?
How long do you have?
Key Hero Considerations
Content should be focused on the hero ’s path
Eas ier to f ind that path than create a new one
On the same path, there are tons of so lut ions
Cut through the no ise and become the s igna l !
Promotion makes the pathvisible
A n d e v e r y o t h e r p r o v i d e r i s
p r o m o t i n g , t o o . Yo u n e e d t o
f i n d s t r a t e g i c w ay s t o c o m p e t e
w i t h o t h e r s o l u t i o n o f f e r i n g s .
The Right Promotion
The co ld t ruth about promot ing
Channels versus vehic les
Communi ty engagement
Bui ld ing a t r ibe of 1 i s better than hav ing a l i s t
o f 10,000
Channels Versus Vehicles
Channels = soc ia l media, news, emai l , etc .
Vehic les = accounts , journa l i s ts , rev iew
webs i tes , etc .
The goal i s to integrate wi th estab l i shed
vehic les to improve your channel v i s ib i l i ty
How well do you know your hero?
M o v i n g a w ay f r o m g u e s s e s a n d
a s s u m p t i o n s a n d t o w a r d s
c o n c r e t e , t a n g i b l e i n f o r m a t i o n
i s t h e c o r n e r s t o n e o f c o n t e n t
c a m p a i g n s .
Your Hero is Complex
What we know: the hero i s dr iven by a want.
What we need to know: what are the behind the
scenes informat ion that dr ive your hero.
How do we get that: ana ly t i cs , survey data,
Q&A, etc .
Your Only as Good as Your Assumption
Assumpt ion dr iven market ing sucks
Having data doesn ’ t mean you’ re not assuming
You need to be ab le to extract key s toryte l l ing
deta i l s f rom the data to make a bus iness case
“I Have Good Intuition”
Maybe…but h ighly unl ike ly
Being “r ight” i sn ’ t intu i t ion. You’ re a lways us ing
data
The hero can ’ t enter the dragon’s layer wi th
your too ls i f you never ident i f ied the hero