1. The
MADMEN
GUIDE

2. LET’S BEGIN WITH YOUR

3. LET’S BEGIN WITH YOUR
COMPANY

4. YOUR
COMPANY
HAS DEEP EXPERTISE

5. BUT NO MEANS TO SHARE IT

6. THEY MAY NOT HAVE THE
RIGHT TOOLS

7. Like him
OR THE SOCIAL EXPERTISE

11. SO IF YOU WANT TO BE YOR
INDUSTRY’S
THOUGHT LEADER…

12. GREAT
CONTENT

13. “OKAY BRASS TACKS…
WHO BUYS OUR PRODUCTS?”
- DON DRAPER

14. “WE NEED TO BE
ASKING OURSELVES
WHAT DO OUR
CUSTOMERS WANT
?
- DON DRAPER

15. THEN CREATE A COMPELLING STORY

17. INVEST
IN THIS STEP

18. WHAT TYPE OF
CONTENT IS
COMPELLING?

19. THE LIST: EASILY DIGESTED
CONTENT FOR IMPATIENT CONTESTS: COMPETITION
INTERNET USERS CREATES BUZZ
THE VIRAL VIDEO: WILL IT BLEND
THE INFOGRAPHIC: VISUALIZING
DIFFICULT OR COMPLEX INFORMATION
CONTROVERSY: THE THIRD RAIL
OF VIRAL MARKETING
THE EXPERT ARTICLE OR
HOW-TO GUIDE
HIGH-TECH CONTENT:
APPS AND WIDGETS

20. HOW DO YOU KNOW ITS
COMPELLING

22. EMOTIONAL
CONNECTION

23. “YOU DON’T DANCE?
OR YOU DON’T DANCE WITH ME?”
- KEN COSGROVE

24. YOUR STORY
AND CONTENT
MUST CREATE
AN EMOTIONAL
REACTION

25. THAT REPEATED
OVER TIME
CREATES AN EMOTIONAL
BOND
WITH YOUR TARGET
AUDIENCE

26. NOTTHIS

28. HOW DO YOU CONNECT
EMOTIONALLY

29. YOUR
COMPANY
VALUES
UNIQUENESS

30. CONTENT
ON APPROPRIATE CHANNELS

31. “AT SOME
POINT, WE’VE
ALL PARKED IN
THE WRONG
GARAGE”

32. WHERE DO
YOUR
CUSTOMERS
HANG OUT?

33. WHAT SOCIAL
CHANNELS DO
THEY USE?

34. WHO ARE THE CURRENT
THOUGHT LEADERS?

35. WHAT TOOLS ARE COMPANIES USING
NOW?

36. THE HIGH LEVEL PROCESS
STORY
EMOTION

37. IT SHOULD END UP AS
GOOD AS THIS SCENE

38. SO CREATE THE PLAN AND HIRE
THE RIGHT ‘A’ TEAM

39. CONNECT WITH MARK FIDELMAN