nick tran presentation at content marketing insider summit
TRANSCRIPT
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
T R A N S I T I O N I N
G
F R O M T O
C H A P T E R
1
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
J O I N I NG AT T H I S T I ME
WAS A
I N D I SGU I SE
BECAUSE…
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M
T H E BR AN D WAS OPEN T O
R AD I C AL C H AN GE.
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M
THAT CHANGE GAVE US
THE FREEDOM TO TH INK
BEYOND THE FOOD
CATEGORY AND PUSH
OUR BRAND INTO A
L IFESTYLE .
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M
W E E V OLV ED FROM
HAVING OUR
CUS TOME RS B UY
TA CO B E LL
INTO FRIE NDS
BUYING INTO TACO
B E LL .
TRANSACTIONS 2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M
LE S S ON #1 :
UNCOV E R WH Y
Y OUR B RA ND E X IS TS
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M
ONCE YOU F IGURE THAT OUT ,
ANYTHING IS POSSIBLE .
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
C H A P T E R
2
S T A N C E . C O M
AL L OW
CONSTRAINTS TO
DRIVE CREAT IV ITY
FU R TH ER
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M
G IVE A TO W N O F 6 ,0 0 0
PEO PL E A L IT T L E MO R E F U N
IN TH E IR EVER YD AY L IFE
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M
LE S S ON #2 : S TA RT
WITH IMP OS S IB LE ,
THE N WORK B A CK
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
C H A P T E R
3
S T A N C E . C O M
HOW DO WE GE T
P E OP LE TA LK ING?
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
S T A N C E . C O M
B UILD Y OUR
BRAND
INTO A REL IG ION
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M
L E S S ON # 3 : S TOP
TA L K IN G A T
P E OP L E A N D F IN D
WA Y S TO MA K E
P E OP LE TA LK2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
C H A P T E R
4
S T A N C E . C O M
F R
O M
T
O
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
S T A N C E . C O M
F R
O M
T
O
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
?
?
?
?
????
?
S T A N C E . C O M
WHAT D ID I
LEARN?
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M
R U L E R
E X P L O R E R
H E R O
R E G U L A R
J E S T E R
M A G I C I A N O U T L A W
I N N O C E N T
L O V E R
C A R E G I V E R C R E A T O R
S A G E
R U L E R
E X P L O R E R
H E R O
R E G U L A R
J E S T E R
M A G I C I A N
I N N O C E N T
L O V E R
C A R E G I V E R C R E A T O R
S A G E
O U T L A W
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M
L E S S ON # 4 : I F Y OU WA N T
TO B E A S TOR Y TELLER ,
S TA R T WITH A C H A R A C TER
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
C H A P T E R
5
S T A N C E . C O M
MA K IN G C ON TE N T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
S T A N C E . C O M
I F YOU AREN ’T
PROVID ING VALUE,
DON’T DO IT .
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M
LESSON 5 : STOP
PUSHING CONTENT
ON PEOPLE AND MAKE
CONTENT PEOPLE WANT
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
C H A P T E R 1 C H A P T E R 2 C H A P T E R 3 C H A P T E R 4 C H A P T E R 5
S T A N C E . C O M
T H A N K Y O U
2 0 1 5 M E D I A P O S T C O N T E N T M A R K E T I N G I N S I D E R S U M M I T
