2 Models for Content Marketing from Walt DisneyHow a simple cartoonist from Kansas City can school all of us on content marketing! !

Carl Hartman, from Brand.gineering Chief Brand Architect &Best-Selling Author

http://www.brandgineering.org

Walter Elias DisneyWhile many biographies list Disney as an animator, cartoons, producer, director & screenwriter, few give him credit for one thing that sets him apart… …he was a marketing genius!

–Walt Disney

“I would rather entertain and hope that people learned something than educate people and

hope they were entertained.”

What is Content Marketing?What is most content marketing used almost

exclusively for inbound marketing online?

Blogs & Articles

White Papers

Infographics

Email Blasts

Explainer Videos

eBooks

Tripwires

More and more clutter trying to strong-arm you into buying stuff. The most annoying bully on the block gets a sale.

What is Content Marketing?

At least that is what Internet hucksters are calling content marketing…

…if your definition of marketing is loosely defined as the equivalent of an

electronic door-to-door salesman.

–Walt Disney

“Mickey Mouse is, to me, a symbol of independence. He was a means to an end.”

What it should do…The perfect Content Marketing strategy is about providing an experience to your ideal customer that builds emotional ties to the brand. Like Mickey Mouse, true Content Marketing should take you through an experience that usually involves dramatic stories and very little about selling features or benefits; customers love to be entertained and to love you!

Experiences & Stories are a means to an end…

–Walt Disney

“Disneyland is the star, everything else is in the supporting role.”

Big Content or the The Disneyland Experience

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1. Come Play in My ParkCustomers are no longer customers, they experience your brand as an audience…

Low Emotion versus High EmotionContent Marketing: Your customers read a white paper or blog.   Big Content: Like an entire theme park for your brand! Highly emotional experiences, like stories or activities trigger chemical response in the brain that bind you message in the thoughts of the consumer.

The Audience…We have often compared Internet sales to con-men for several reasons. First, the term “con man” comes from the descriptor “confidence man” or a person that would fool someone into stealing their money by gaining the confidence of that “mark.” It’s about your attitude as to who your customer is. A great salesperson makes the sale by providing a genuine customer experience that leads to a purchase. The consumer becomes and audience rather than another “mark” for a con.

The Audience…Trust: Your ideal customer needs to feel a bond of trust and that trust takes time. Create fun interactions that make you a trusted friend.

Hook: The message you provide to the ideal customer needs an emotional hook that they remember with great intensity; like their favorite song.

Weave: A great salesperson knows how to weave answers to questions or objections into a story that resonates with the audience.

Audience: You are providing your ideal audience (customer) with an memorable positive experience.

Relationship: Friends don’t let friends constantly pitch. As the bond of trust deepens, the ideal audience (customer) will do almost anything for that new “friend” including buy more things they suggest. Be patient.

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2. Experiences and LifestylesConsumers purchase lifestyles, features & benefits are secondary.

Create Rich ExperiencesMost purchases, even heavy equipment, are emotional. My dad worked at a big company for many years; if a salesman took him out to lunch and then to see another company using that same equipment running, the emotions were so high that he made it fit his expectations. High touch experiences, even virtual ones, drive sales. About 87% of purchases are based on high-touch experiences, 13% on the Internet. People love to interact with products.

Take Them to Disneyland

The Ride - Create fun, highly interactive customer experiences that force interaction.

The Story - All rides have a story. Build expectations with emotional and dramatic content.

The Store - Check every ride at Disney, there is a store at the end of every adventure that allows you to join the club and take the experience home!

–Walt Disney

“Disneyland is a work of love. We didn't go into Disneyland just with the idea

of making money.”

Acts of Love?

Do you love your customers or just their money? Create experiences for your customers that show you value them as much as their cash. It shows. Create high-value customer experiences. It pays off.

Don’t think it works? Retailers like Nordstrom’s have cut traditional ad budgets, put the money into fun consumer events & experiences not connected with selling product, reduced ad costs & increased sales.

–Walt Disney

“You can design and create, and build the most wonderful place in the world. But it takes

people to make the dream a reality.”

Automate a Relationship?Who invented this idea of delegating customer relationships and our customer experiences to machines? I wish I could personally meet each one of you that reads this, I bet each one of you are amazing and talented people.

Spend more time just picking up the phone, meeting or engaging your customers as if it was Walt, personally welcoming people to his dream, Disneyland.

Ending so soon?Find out more how to use high touch

marketing and big content. !

Find us here: http://www.brandgineering.org !

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