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•Content•Marketing•Strategy
By Lyndon Antcliff
What is Content really about?
AttentionEngagement
Results
CommunicationPersuasion
2 Elements of content
thought
Content is merely a mechanism for
transferring a
Addict or Dealer?
Edward Jenner?Ada Lovelace? Tommy Flowers?
Addict or Dealer?
Edward Jenner?Ada Lovelace? Tommy Flowers?Kim Kardashian?
•Attitude vs Knowledge
Attitude or mindset is difficult to learnKnowledge is easily picked upMost content creators work on instinct, not learned theory
Disciplined practice is the key to improvement
Get in tune
Expect the expected in an unexpected way
Build a
PublishingMachine
•Psychographic • The content is viewed in the mind of the viewer
• Content should created for reaction
• People are attracted, think, react
• Mental triggers cause positive reactions
• Reader has a psychographic profile
•Mass Publishing We want to attract as many people as possible
We want social signals to propel the content in front of as many of the linkerati as possible
We expect a proportion will have linking ability
Helps us to scale
Tabloid mind setStar Wars
•Tabloid Content There is a war going on right now online forthe attention of people's minds
We are not creating Encyclopedia Britannica
You either get attention or you do not
Twitter complains when people try to getattention yet still clicks through
•Human MindHigh brain or conscious brain
Mid level brain or sub-conscious
Primal brain
in 3 minutes
•Primal Brain Ancient part of the brain
Wired to keeping you alive
Responds to fear, danger, death,Sex, greed...etc.
Controls the adrenal gland and hormones
Loves a cracking headline
•Sub-Conscious Can perform 11 million processes atonce, conscious brain can onlyPerform 40 processes at once
Emotional, attaches memory to outsidestimuli
Irrational
Impulse buying/linking
•Conscious Conscious brain is what we think is the brain
It deals with the auditory and visual input
It has great intentions that are subverted by thePrimal and the sub-conscious mind.
Most decision making is not conscious
What is Newsjackin
g?
An element of news plus
something extra Creating
something new which promotes
brand
Bongo Bongo Land
Why Newsjacking
?
Potentially High ROI
Low cost to implement
Few will notice if you fail
Hard to do
Hard wired to capture the
conversation
Narrative can be crafted to adapt
to the brand
Can be massive if the wind is blowing the right way
Get in tune stay in tune• You must constantly scan for the next usable news items• Make the news part of your daily flow• If you are naturally good at newsjacking you are already there• Fine tune the process• Already have what is useful defined• You are a dealer not a junkie
Feed the Hungry Crowd
Feed the hungry crowd• The media are hungry for fresh news• People want a deeper understanding of current news• People want more information about what they are thinking about• People want a twist, a different view of what is on their mind• Sometimes people desire more information about Kardashians
Big news little news
Big news little news• Going after big news such as Star Wars makes sense• Going after small, but sector specific news also makes sense• Decide whether which type of newsjacker you want to be• Big news means big prizes but smaller stories have a higher success
rate
Star Wars
Star Wars• Star Wars is an exceptional event• Huge, starving crowd of fanatics hungry for new info• Wealth of content to fit any brand• Ability to go big• Going obvious runs into “megh”, must have a twist• Lots of fun
Expect the expected in an
unexpected way
Predicting the expected unexpected• Known events will be covered by most• Wait till something unexpected happens and newsjack that• You have less competition for a competitive subject
Made in Cornwall
by
Cornwallseo.com
• Credits
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• https://www.flickr.com/photos/barzan-qtr/3386641358/in/photolist-6agquf-6pGKuP-69pNSR-b7AVtH-n4rCLn-hQPmWp-4bBihf-rjtbSe-4o3gC8-q6mQZk-4N4qf9-a5bJJf-oKz53c-dEzMQg-S6UGh-5VVkAr-e23hbp-jBhtB1-3YHZC-6pVDwc-dWEs64-mU17KX-mrwukm-dEzMDk-5Zej4U-eRTMoj-FVZ1B-5D5Q4i-bmNxvH-aj2Ts-5Dkzgj-cnHc2j-nSGG1u-3zkhth-4rF17Y-nfWTdJ-aBE7H5-fPfBMb-4wMgQE-zXkvt-4X1RqC-bsQuhG-S6UXL-8tCZEc-DYKbZ-f3qQKu-gGGaE-GhFvb-kbeXGs-4Xu3qq
• https://www.flickr.com/photos/13606325@N08/2416993706/in/photolist-4FzJ2h-dW9X9R-6pp1Et-dABgMF-iEoTKj-ipJb1g-wELz2-4Wo85-fvudQG-bm5Ny4-iXvMTo-25BYRZ-rvEFyC-dzk4mg-kkuHXZ-6pt9FJ-gbA7WS-CbvEz-ahdAKT-79WHt-9KjMX2-dZtmtq-jrb4Yo-rf4BB1-6cfyhN-oTviV1-7aj2F8-ddzXc7-4SFygK-74kr9F-6QRCf1-aiQhW7-aoZ8wS-4CCM6A-7oU4R-adRtu5-nqC9Nq-s1pDjw-qEaHCt-nhEhMP-bsHxr8-eSr9GM-5JastZ-qSJWRg-h7ghTQ-2GChy-aCRkMh-mbtmz6-dKAXEj-jmLJUk
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• https://www.flickr.com/photos/thomashawk/7215052318/in/photolist-bZz2FL-dE8pZp-aBNPrV-qj7yix-4CLJQ8-vArT9j-BQjUZ-4Nz1EB-pEk35a-4LUtmz-bxZesm-sdPTqP-bVeMkT-qwvmc3-qNXkGD-Wd54U-e2Gcb2-a3Mia-6yELkX-nNfsNs-wJRDi-Ap23W-6GRNcS-842qX-2fvh4W-gJQhJC-exoYGE-5WbduE-2fiY2j-5g77wy-7L8aqL-pQs9AN-k2ho5V-9DAnWF-ua6YKA-dC7Wfz-8ANYYm-ij5tJ-n1nGTB-73XJtd-2bzqHy-dVPAJt-ahezXn-5TfeFv-BHYmW-oAhDXt-mHUHyW-a1V3bz-8niesN-qLXrt7
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• https://www.flickr.com/photos/jdhancock/3888022463/in/photolist-6Vz8C4-8jBzoD-dz2rX5-8pFmZL-ph11Uz-pQeyAQ-nEst8Y-5o9ryr-6JChUK-eta6W-dudLBb-eya8m-hCx2po-hG1wBQ-jr58pJ-gbgUGE-82G9aZ-t2U9vG-8w51ZU-o2rqkr-aRRSD4-9AcfUD-anj3gZ-7xo9yP-oVdDTm-nMEpB7-iXQFaq-93JtxW-dLkw94-r7RkhZ-5DRi1v-tLremT-hzRS3f-qdNZKx-91gcA-oCj6n7-2nUVrf-nkipJn-qBviYz-5nb385-6fyY7F-kPCwvN-niYdWX-oYDjSM-dtPrSY-5He7kn-wdwFRX-bf1Eap-9fpLL8-qs5Dym
• Tom Collins
https://www.flickr.com/photos/tomcollinsphoto/19008741635/in/photolist-uXJLCK-3YHZC-87V3sQ-puwbsG-4ozGRf-uRE8E-dextHU-hJZSXR-7GwTFT-tLP8t-at77y-cVgJiJ-mbFZX-9pbt3N-shAgK-qg7tch-boQRU2-65b5y8-uCXhgE-d6A7J9-67NZWY-8Pi5C6-fBsxxE-aBvstD-e5Weaz-88JTVi-ohPrrk-oj14pe-v8LUz-5AMsw9-o7tSz7-7XkhM7-dPoK9J-sBo7Hm-oHNAU5-fKPw7G-92kLx9-aFkDnF-5vyRkU-Zh6RD-TXx1-a12n7o-rmc5ik-dMhqhY-byWVc6-nbFb3h-5Bskwc-5VnTvD-5TJvc3-82EESu
• John Fowlerhttps://www.flickr.com/photos/snowpeak/14629877115/
• Ted Rheingold
https://www.flickr.com/photos/bmindful/113996138/in/photolist-b5g5E-2GTAnY-c86pDf-7KjfyQ-bEwa7F-GchQt-8rKo9S-dkdPxN-bUU4Vt-a9KuwM-a9Kura-8tkTi3-8tkTaL-6qEZzQ-9sDD4w-8thSyP-z7xRk-7HpZwu-4RdnCb-fnjFW1-hUzjhQ-Lqevy-e7mPJf-7A7zNJ-HFRfv-9pJAkE-33QvDV-ijHM7-bqxiYN-mGbze-bMLfa-ee1Gzm-9KuvnX-986Cqg-46yfM-5FKoSc-9JppiE-5c5d69-e46gNm-qtuHv-8t4jzo-4T66gG-5mtBGt-dWH3LM-4bqCbe-4K8mnr-nXJas-adniE-fST57-rByn2
•aka Tman
•
https://www.flickr.com/photos/rundwolf/1595151868/in/photolist-3qXz5q-56ut84-4M9idC-6ecwPF-asR8yu-3dFxVt-pz1toU-asNv9v-asNvcx-mhxqm-asAbeg-asAbjK-4uqGX-asAb5R-asR8s9-asR8uE-7aKNAh-asR8By-asNv6F-2AW2L-axPxD-7x4dbE-7GMtC7-5EBCE2-EM6MG-3SuWE-28St4-8fBjT5-ahQxG4-28SgF-5r4jaf-jydhDW-89bRZm-9TDsSu-4BFpFz-7GM7ZA-71wG8V-pputR-48VXu-fsYaeN-kQPEJy-8oozpu-6oibCF-2omifs-6L7u4a-8okoJD-cTJUFW-6zwshZ-8WqHof-5dYY3X