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Create, Connect, Optimize The New Formula For Content Success
Shane Snow
Chief Creative Officer
Contently
@shanesnow
@shanesnow 2
A question.
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@shanesnow 5
Poll conducted March 2014. +/- appx 5% margin of error.
Queen v. Rowling
@shanesnow 6
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@shanesnow 27
Great stories build relationships.
@shanesnow
@shanesnow 28
Great stories make us care.
@shanesnow
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@shanesnow 29
Great stories can change our attitudes.
@shanesnow
@shanesnow 30
Your brain on facts
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Research: “Storytelling can break down
barriers to foster compassion,
tolerance, and respect
for difference.”
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Research: “Storytelling has an impact on
participants’ interpersonal
relationships, empathy, and
sense of connectedness.”
@shanesnow 36
Great stories build relationships.
@shanesnow
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@shanesnow 37
Great stories make us care.
@shanesnow
@shanesnow 38
Great stories can change our attitudes.
@shanesnow
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@shanesnow 47
“We are a media company now.” –David Beebe, Marriott vice president of global creative.
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Stories are a smarter way to do marketing.
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Stories are a smarter way to build relationships.
@shanesnow
Shouting into the hurricane.
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Figure out what the audience wants first, then figure out the
technology and process to use. (Most of us do this backwards.)
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Publishing strategy matters. (How you publish is as important as what you publish.)
A deeper pattern…
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But what is it that
you’re optimizing?
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Optimize the content you make, and the way you distribute it.
CREATE
CONNECT
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Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
61
American Express OPEN Forum
z
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
62
AmEx Small Business Saturday
z
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
63
z
GE Reports
z
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
64
Infographics @ Universal
z
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
65
Telling products’ stories @ Groupon
z
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
68
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
B2C
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
B2C
69
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
B2C
SOCIAL
CHANNELS
SOCIAL
CHANNELS
SOCIAL
CHANNELS
SOCIAL
CHANNELS
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Youtube
B2C
70
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Youtube
SnapChat/Kik
B2C Linkedin
Youtube
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Slideshare
Sponsored
webinars
B2C Youtube
SnapChat/Kik
Youtube
71
B2B B2C
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Slideshare
Sponsored
webinars
Youtube
SnapChat/Kik
Youtube
B2B B2C
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Slideshare
Sponsored
webinars
Sponsored
content
Sponsored
content
Youtube
SnapChat/Kik
Youtube
72
B2B B2C
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Slideshare
Sponsored
webinars
Sponsored
content
Sponsored
content
Youtube
SnapChat/Kik
Youtube
B2B B2C
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Slideshare
Sponsored
webinars
Sponsored
content
Sponsored
content
Youtube
SnapChat/Kik
Youtube
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Email is 100x more effective than organic
social
While a newsletter sent to 100,000
subscribers can easily result in
10,000 readers within a few hours, a
Facebook or Twitter update sent to
the same following is likely to produce
less than 70.
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Organic social is all about your readers’
social
The secret is that the majority of your social
media traffic will come when other people—
such as your email subscribers or influencers
you interview—share your content, not when
you share your own content.
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Paid distribution is now the most cost
effective way to do social
Optimize for…
BRAND and/or CONVERSION
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@shanesnow 161
Great stories build relationships.
@shanesnow
@shanesnow 162
Great stories make us care.
@shanesnow
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Content Marketing Strategy Resources: contently.com/strategist
All my contact info and stuff: shanesnow.com
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