confident content from doug kessler at another marketing conference 2014

Confident content.

Doug KesslerVelocity Partners

@dougkessler#AMC14

What we learn about the communicator makes a bigger impression and stays with us longer than what we learn about the topic.

What we learn about the communicator

Same with content.

Time

Impact

What we learn about the topic

Content marketers are obsessed with the explicit at the expense of deeper and more important signals.

Content is a demo of you.

FunnyNice

CaringPositiveSmart

Trustworthy

Unique

Strong

PassionateExperienced

DynamicInnovative

Powerful

Nice

CaringSmart

Trustworthy

Unique

Strong

PassionateExperienced

DynamicInnovative

PowerfulConfident

Great content is always confident content.

Self-confidence.A feeling of trust in one’s abilities, qualities and judgement.

Confident content signals: I know what I’m talking about.I’m good at telling stories.

Why confidence:

Why confidence:1. It attracts

Why confidence:1. It attracts2. It signals expertise and experience

Why confidence:1. It attracts2. It signals expertise and experience3. It signals honesty

Why confidence:1. It attracts2. It signals expertise and experience3. It signals honesty4. Projects success and momentum

Why confidence:1. It attracts2. It signals expertise and experience3. It signals honesty4. Projects success and momentum 5. Grabs attention

Gabriel Garcia Marquez100 Years of Solitude

Many years later, as he faced the firing squad, Colonel Aureliano Buendía was to remember that distant afternoon when his father took him to discover ice.”

“

Confidence is not just a style, it’s a message.

Not so confident:

Confident:

8 tips for producing home run content.

1) Find your sweet spot

The Sweet Spot

Stuff prospects care about most.

Stuff you know the most about.

Kimberly-Clark Professional

Lean manufacturing

Industrial supplies

KCP Waste & Hazard Walk

2) Embrace alienation

3) Take a stand.

The white paper died in 2002.From abuse.

The SlideShare rant.

4) Say less.

5) Be stupidly generous.

Bumps for Boomers

6) Have fun.

Metro TrainsDumb Ways to Die

7) Go negative.

8) Get emotional.

Head x Heart = Home Run

1) Find your sweet spot. 2) Pick someone to alienate. 3) Take a stand. 4) Say less. 5) Get stupidly generous. 6) Have fun. 7) Go negative. 8) Get emotional.

Confidence is not just a style, it’s a message.

Thank you.