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Your Magical Content Wand   by Tara Hunt
“We need to be on Instagram!”
                  says random non-social media using executive




                           stolen stock
                         photo of random
                          executive with
                            watermark
                            still visible.
Here is Your Magic Content Wand
what are any of these properties without content?
no content   content
A social platform without content is like a glass without
                         wine.

 (And yes, the glass enhances the body of the wine, so you should use the right glass.)
(Not to mention, bad wine, like bad content, will leave the drinker with a bad aftertaste.)
“Content marketing is the only marketing that’s left.”
                                        Seth Godin, 2008




                    i’m quoting this
                   guy seeking your
                     validation, but
                   you’ll understand
                   why this is ironic
                       later on...
why content marketing?

• It focuses on the customer’s needs


• it creates and sustains long term bonds


• it encourages sharing and word of mouth


• it cuts through the noise


• it’s more fun for both you and your customers


• you can see the impact instantly


• people aren’t listening to/believing/giving a darn about advertising anymore
good content informs, listens & responds, tells a
story, entertains and enhances your customers’
lives.
here are some examples (my
favorite little company who uses
content brilliantly + two of my
own works of content art) ...
just a blender
great audience!
Blendtec’s “Will it Blend?” iPad episode 15,666,175 views
http://www.youtube.com/watch?v=lAl28d6tbko                  entertain
the ultimate goal
selling high end blenders
went from around 100 likes to
1,146 in 5 months. minimal ad   starting from scratch
    spend (80% earned)
inform
pinboards to inspire
                   and share research




  foursquare lists to
    guide users to
locations + leave tips         blogging to provide deeper
                                information + inspiration
                                     in home design
the ultimate goal
drive traffic + signups to
      their website
more than doubled likes, signed
up 165,000 supporters, 11,000+      growing a personal/
volunteers and raised $1.2M (in 4
      months). No ad buy.
                                       political brand
telling a story
the ultimate goal
 getting out the vote
flickr for on the road      google+ hangouts for live/
coverage of the tour        interactive broadcasting




instagram hashtags
encourage audience      soapbox for great
    participation         policy ideas
the dryer, more
formulaic part of this
presentation...
types of content



                             PRODUCT                             BRAND
                (that thing you are selling + the
                                                    (how it will change your life/how you
               facts: who, what, when, where,
                                                         identify with the product)
                              how)

                   the balance of these content types
                 depends on your audiences preference
                            LIFESTYLE                        COMMUNITY
             (associated common threads - ie.        (highlighting your customers, your
                holidays, current events, etc)           vendors, your employees)

but if you are spending most of your time on
this, you are using cheap tricks and it won’t
   sustain...even Oreo will get old soon. ;)
magical content needs to be:
• consistent (pick a schedule and stick to it as   • quality (means more than a fancy camera and
  close as possible)                                 set...means you give your audience an
                                                     experience)
• frequent (some platforms require more
  frequency than others - I’m not talking 5        • evolving (improving every single day)
  posts/day...but don’t post every few months)
                                                   • authentic (not manufactured authentic.
• balanced (how much are you selling and how         authentic authentic)
  much are you listening?)
                                                   • /have personality (don’t be a machine or a
• interesting (goes without saying)                  PR bot)

• relevant (do you know your audience? do you      • positive (positivity always wins. defensiveness
  know your own brand?)                              loses)

• pro-active (understand the trends and needs      • right for the platform (don’t cross-post
  of your audience before they happen)               unless it’s applicable. PLEASE)

• reactive (take feedback with a grain of salt.    • awe inspiring (when you can, inspire and take
  listen. improve)                                   it to the next level.)

• interactive (get in there and have               • GOAL ACHIEVING (at the end of the day,
  conversations)                                     doesn’t matter how awesome you do, if you
                                                     aren’t achieving your goals, you need to
                                                     rethink your strategy)
learn                                           plan
          too many people get hung up
          here + even more people start
           here scratching their heads.

         truth is...you need to plan to fail.
         plan a few weeks out with some
         ideas from research...test them.
          be consistent. see what works
                 and what doesn’t.

           and remember...it takes time.
         keep your eyes and ears open for
         opportunity and listen more than
          anything in the first few months.

listen                                           post
here is a comparison of
magic and not magic
case study: luxy hair vs. traditional beauty brands




888,355 subscribers
126M+ video views
 zero advertising $$
how did they grow this channel?

1. consistency - they committed to posting a video each week


2. relevancy - they started by watching trends - what their potential audience
   liked/wanted (oscar hair?), then as feedback came in, they answered
   requests


3. balanced - they do not make this about their extensions, but if you want
   those quadruple braids, it helps to use them! ;)


4. interactive - they acknowledge their audience (thanking individuals for
   suggestions)


5. quality - they take time to create great content. yes. it looks good. but it’s
   warm and genuine, too.
and the traditional beauty brands?
                                           a custom YouTube
                                         template like this costs
                                          $50,000 in advertising
                                         (because it’s Canadian)
                                                     majority paid for




     high views
  low subscribers                       a custom YouTube
   mostly paid for                    template like THIS costs
                                      $200,000+ in advertising
(average 90% paid)
how did they f&*k it up?

1. (over) produced a bunch of adsvideos up front to throw up over a campaign
   period.


2. didn’t do much to listen. hired an outside firm to do ‘community
   management’ which consisted more of management than community.


3. threw a bunch of money at the adsvideos so they’d look like they were
   super popular


4. focused solely on product, themselves and their own needs (screw the
   customer, she is there to buy my product!)


5. thought quality meant high-paid fashion models and celebrities and HD
   cameras...didn’t think about what the ‘new’ quality means. don’t care, really.
lots of people ask me, “but, Tara,
what brands do it well?” and instead
of giving you the same list of 5
companies you’ve already heard of
and are getting tired of hearing of, let
me offer this additional metaphor...
are you a                                            are you a fox?
hedgehog?




   https://www.etsy.com/listing/60007735/woodland-animal-pair-hedgehog-and-fox
best at getting                                                                    best at
     cushy, highly      HEDGEHOGS                                FOXES                content +
    paid corporate                                                                    social era
                                                                                      marketing!
      brand job!

                                                                                               severely
reasons why
 foxes leave
                      Focus in on one thing          Look at lots of different things       misunderstood
                                                                                           and undervalued
those jobs or
                                                                                             in corporate
 drink heavily
                                                                                                america

                                                     Take a new approach to every
                          Like formulas
                                                               situation                       which
                                                                                               is why
                                                                                              very very
                                                      Learn from others, but say, “It        few brands
                  Mimic what others are doing                                                  ‘get it’
                                                     depends” a lot when asked what
                       (“best practices”)
                                                             is the best way                  show me a
                                                                                               successful
                  Specialized, stalwart, stubborn,   Multidisciplinary, adaptable, self-    corporate social
                                                                                            campaign and I’ll
                   order-seeking, confident and        critical, tolerant of complexity,     show you a big,
                                                                                             ass ad budget
                            ideological.                  cautious and empirical.               behind it.


                                                     May seem to people to be a little
                 Seek out information to support
                                                       scattered...not ever *quite*
                             beliefs.
                                                                satisfied.

                 Old school traditional marketing       Emerging social era of
                        way of thinking.               marketing way of thinking.
here is a great example of those
unemployable foxes that are doing
it right...outside of corporate
america...
In less two years:
                              945,392 subscribers
                              142M+ video views
                                 $0 advertising
...make a living on YouTube ad revenues
how do they do it?

1. work their friggin tails off - they were either ‘on’ and filming or editing the
   entire time I saw them.


2. filmed everything they did and made it interesting because they were
   interested in it


3. were ruthlessly critical of their own work - always improving, listening to
   feedback and growing


4. hardly planned anything - took advantage of the moment


5. pumped out content like a factory - but with a great deal of respect for their
   audience (asking them what they wanted)
when asked about the secret sauce, Roman said something to
the tune of:

“if you start using rules, you stop using your
instincts.”




         (actually, it was more like, “that’s a dumb question. we just do stuff and some stuff works and some
          stuff doesn’t, but we learn from it and don’t follow any stupid formulas. Just our guts. Formulas are
            for out of date marketers who have lost their common sense.” but my interpretation is snappier. ;)
how to hone your instincts + become foxier

• Put down the content calendar, the Seth Godin book and any blog post that
  lists best practices.


• Stop thinking of your audience as consumers. They aren’t sitting with index
  fingers hovering over the like button, eagerly awaiting your next witty post. It’s
  your job to earn their attention.


• Get outside of your industry and your comfort area. Talk to strangers. Read
  books about stuff that has nothing to do with your work or industry.


• Let go of fear. Don’t be afraid to fail. Embrace criticism. Lose control.


• When you fall on your face, celebrate it. You just learned something.

   rinse and repeat until you are completely lost. then get drunk + write insane
  babble (don’t publish it online). read it sober. you may start to see an inkling...
and the magical
content wand?
the truth is:


           there is no magical content wand.
there is only authenticity, hard work, trial and error, consistency, humility, empathy,
  passion, desire and love. go ahead and pay for it if you want, but what you are
            buying isn’t real and comes at a higher cost than you think.

  if you want real magic, put that money into making a better product and spend
 more time and effort on becoming a fox. hone your instinct. love your customers.
 don’t think of it as a content marketing strategy, think of it as the most delightful
thing in the world because you get to interact with the people who can help make
your product better. this is the world’s best, most interesting, most accurate focus
                                 group. and it’s free.

                                 now that’s magical.
tara hunt (@missrogue)
author. speaker. entrepreneur. karaoke
lover. pug owner. mom. digital &
social strategist. boat rocker. fox with
a hedgehog façade. dabbler. rambler.

tara@buyosphere.com
www.tarahunt.com
twitter.com/missrogue

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Here is Your Magic Content Wand

  • 1. Your Magical Content Wand by Tara Hunt
  • 2. “We need to be on Instagram!” says random non-social media using executive stolen stock photo of random executive with watermark still visible.
  • 4. what are any of these properties without content?
  • 5. no content content
  • 6. A social platform without content is like a glass without wine. (And yes, the glass enhances the body of the wine, so you should use the right glass.) (Not to mention, bad wine, like bad content, will leave the drinker with a bad aftertaste.)
  • 7. “Content marketing is the only marketing that’s left.” Seth Godin, 2008 i’m quoting this guy seeking your validation, but you’ll understand why this is ironic later on...
  • 8. why content marketing? • It focuses on the customer’s needs • it creates and sustains long term bonds • it encourages sharing and word of mouth • it cuts through the noise • it’s more fun for both you and your customers • you can see the impact instantly • people aren’t listening to/believing/giving a darn about advertising anymore
  • 9. good content informs, listens & responds, tells a story, entertains and enhances your customers’ lives.
  • 10. here are some examples (my favorite little company who uses content brilliantly + two of my own works of content art) ...
  • 13. Blendtec’s “Will it Blend?” iPad episode 15,666,175 views http://www.youtube.com/watch?v=lAl28d6tbko entertain
  • 14. the ultimate goal selling high end blenders
  • 15. went from around 100 likes to 1,146 in 5 months. minimal ad starting from scratch spend (80% earned)
  • 17. pinboards to inspire and share research foursquare lists to guide users to locations + leave tips blogging to provide deeper information + inspiration in home design
  • 18. the ultimate goal drive traffic + signups to their website
  • 19. more than doubled likes, signed up 165,000 supporters, 11,000+ growing a personal/ volunteers and raised $1.2M (in 4 months). No ad buy. political brand
  • 21. the ultimate goal getting out the vote
  • 22. flickr for on the road google+ hangouts for live/ coverage of the tour interactive broadcasting instagram hashtags encourage audience soapbox for great participation policy ideas
  • 23. the dryer, more formulaic part of this presentation...
  • 24. types of content PRODUCT BRAND (that thing you are selling + the (how it will change your life/how you facts: who, what, when, where, identify with the product) how) the balance of these content types depends on your audiences preference LIFESTYLE COMMUNITY (associated common threads - ie. (highlighting your customers, your holidays, current events, etc) vendors, your employees) but if you are spending most of your time on this, you are using cheap tricks and it won’t sustain...even Oreo will get old soon. ;)
  • 25. magical content needs to be: • consistent (pick a schedule and stick to it as • quality (means more than a fancy camera and close as possible) set...means you give your audience an experience) • frequent (some platforms require more frequency than others - I’m not talking 5 • evolving (improving every single day) posts/day...but don’t post every few months) • authentic (not manufactured authentic. • balanced (how much are you selling and how authentic authentic) much are you listening?) • /have personality (don’t be a machine or a • interesting (goes without saying) PR bot) • relevant (do you know your audience? do you • positive (positivity always wins. defensiveness know your own brand?) loses) • pro-active (understand the trends and needs • right for the platform (don’t cross-post of your audience before they happen) unless it’s applicable. PLEASE) • reactive (take feedback with a grain of salt. • awe inspiring (when you can, inspire and take listen. improve) it to the next level.) • interactive (get in there and have • GOAL ACHIEVING (at the end of the day, conversations) doesn’t matter how awesome you do, if you aren’t achieving your goals, you need to rethink your strategy)
  • 26. learn plan too many people get hung up here + even more people start here scratching their heads. truth is...you need to plan to fail. plan a few weeks out with some ideas from research...test them. be consistent. see what works and what doesn’t. and remember...it takes time. keep your eyes and ears open for opportunity and listen more than anything in the first few months. listen post
  • 27. here is a comparison of magic and not magic
  • 28. case study: luxy hair vs. traditional beauty brands 888,355 subscribers 126M+ video views zero advertising $$
  • 29. how did they grow this channel? 1. consistency - they committed to posting a video each week 2. relevancy - they started by watching trends - what their potential audience liked/wanted (oscar hair?), then as feedback came in, they answered requests 3. balanced - they do not make this about their extensions, but if you want those quadruple braids, it helps to use them! ;) 4. interactive - they acknowledge their audience (thanking individuals for suggestions) 5. quality - they take time to create great content. yes. it looks good. but it’s warm and genuine, too.
  • 30. and the traditional beauty brands? a custom YouTube template like this costs $50,000 in advertising (because it’s Canadian) majority paid for high views low subscribers a custom YouTube mostly paid for template like THIS costs $200,000+ in advertising (average 90% paid)
  • 31. how did they f&*k it up? 1. (over) produced a bunch of adsvideos up front to throw up over a campaign period. 2. didn’t do much to listen. hired an outside firm to do ‘community management’ which consisted more of management than community. 3. threw a bunch of money at the adsvideos so they’d look like they were super popular 4. focused solely on product, themselves and their own needs (screw the customer, she is there to buy my product!) 5. thought quality meant high-paid fashion models and celebrities and HD cameras...didn’t think about what the ‘new’ quality means. don’t care, really.
  • 32. lots of people ask me, “but, Tara, what brands do it well?” and instead of giving you the same list of 5 companies you’ve already heard of and are getting tired of hearing of, let me offer this additional metaphor...
  • 33. are you a are you a fox? hedgehog? https://www.etsy.com/listing/60007735/woodland-animal-pair-hedgehog-and-fox
  • 34. best at getting best at cushy, highly HEDGEHOGS FOXES content + paid corporate social era marketing! brand job! severely reasons why foxes leave Focus in on one thing Look at lots of different things misunderstood and undervalued those jobs or in corporate drink heavily america Take a new approach to every Like formulas situation which is why very very Learn from others, but say, “It few brands Mimic what others are doing ‘get it’ depends” a lot when asked what (“best practices”) is the best way show me a successful Specialized, stalwart, stubborn, Multidisciplinary, adaptable, self- corporate social campaign and I’ll order-seeking, confident and critical, tolerant of complexity, show you a big, ass ad budget ideological. cautious and empirical. behind it. May seem to people to be a little Seek out information to support scattered...not ever *quite* beliefs. satisfied. Old school traditional marketing Emerging social era of way of thinking. marketing way of thinking.
  • 35. here is a great example of those unemployable foxes that are doing it right...outside of corporate america...
  • 36. In less two years: 945,392 subscribers 142M+ video views $0 advertising ...make a living on YouTube ad revenues
  • 37. how do they do it? 1. work their friggin tails off - they were either ‘on’ and filming or editing the entire time I saw them. 2. filmed everything they did and made it interesting because they were interested in it 3. were ruthlessly critical of their own work - always improving, listening to feedback and growing 4. hardly planned anything - took advantage of the moment 5. pumped out content like a factory - but with a great deal of respect for their audience (asking them what they wanted)
  • 38. when asked about the secret sauce, Roman said something to the tune of: “if you start using rules, you stop using your instincts.” (actually, it was more like, “that’s a dumb question. we just do stuff and some stuff works and some stuff doesn’t, but we learn from it and don’t follow any stupid formulas. Just our guts. Formulas are for out of date marketers who have lost their common sense.” but my interpretation is snappier. ;)
  • 39. how to hone your instincts + become foxier • Put down the content calendar, the Seth Godin book and any blog post that lists best practices. • Stop thinking of your audience as consumers. They aren’t sitting with index fingers hovering over the like button, eagerly awaiting your next witty post. It’s your job to earn their attention. • Get outside of your industry and your comfort area. Talk to strangers. Read books about stuff that has nothing to do with your work or industry. • Let go of fear. Don’t be afraid to fail. Embrace criticism. Lose control. • When you fall on your face, celebrate it. You just learned something. rinse and repeat until you are completely lost. then get drunk + write insane babble (don’t publish it online). read it sober. you may start to see an inkling...
  • 41. the truth is: there is no magical content wand. there is only authenticity, hard work, trial and error, consistency, humility, empathy, passion, desire and love. go ahead and pay for it if you want, but what you are buying isn’t real and comes at a higher cost than you think. if you want real magic, put that money into making a better product and spend more time and effort on becoming a fox. hone your instinct. love your customers. don’t think of it as a content marketing strategy, think of it as the most delightful thing in the world because you get to interact with the people who can help make your product better. this is the world’s best, most interesting, most accurate focus group. and it’s free. now that’s magical.
  • 42. tara hunt (@missrogue) author. speaker. entrepreneur. karaoke lover. pug owner. mom. digital & social strategist. boat rocker. fox with a hedgehog façade. dabbler. rambler. tara@buyosphere.com www.tarahunt.com twitter.com/missrogue