Walt Disney, by either accident or design, taught all of us how to create the ultimate model for content marketing. Mickey Mouse was the foundation, from Walt's early experiences he developed the original models for branded content, using media to market and the ultimate consumer marketing experience: Disneyland. - At the very start you enter an experience, are engaged in a story world. The customer service staff, ready to help you are cast members. You are immersed in a full blown consumer experience and at the height of emotion, spit out the other end at a store that is selling you merchandise connected with that experience. - How do you do that for your brand? It is easier than you think! Experience our extremely popular slideshare on how to create effective marketing stories: http://www.slideshare.net/CarlHartman/20-story-essentialsummary See our slideshare on how to write an effective value proposition here - http://www.slideshare.net/CarlHartman/5-keys-to-an-amazing-value-proposition

1. 2 Models for
Content Marketing
from Walt Disney
How 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

2. Walter Elias Disney
While 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!

3. –Walt Disney
“I would rather entertain and hope that people
learned something than educate people and
hope they were entertained.”

4. 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.

5. 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.

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

7. 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…

8. –Walt Disney
“Disneyland is the star,
everything else is in the supporting role.”

9. Big Content or the
The Disneyland Experience

10. Text
1. Come Play in My Park
Customers are no longer customers, they
experience your brand as an audience…

11. Low Emotion versus
High Emotion
Content 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.

12. 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.

13. 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.

14. Text
2. Experiences and Lifestyles
Consumers purchase lifestyles, features &
benefits are secondary.

15. Create Rich Experiences
Most 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.

16. 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!

17. –Walt Disney
“Disneyland is a work of love.
We didn't go into Disneyland just with the idea
of making money.”

18. 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.

19. –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.”

20. 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.

21. Ending so soon?
Find out more how to use high touch
marketing and big content.
!
Find us here: http://www.brandgineering.org
!
Explore our Content Marketing School
!
Our popular SlideShare on Stories in Marketing
REMEMBER TO TWEET, LIKE AND SHARE!