Download pdf - 12 RULES FOR CONTENT MARKETING CARNIVORES

Content for Carnivores: The Untold Story

THE SEMI-OFFICIALUNAUTHORIZED

FIELD GUIDE TO CONTENT MARKETING

FOR MEAT-EATERS

T.SmiThSon PierPonT rexx, iii

I BRAKE FOR

ASTEROIDS

WANT TO BECOME A CONTENT MARKETING

MEAT-EATER LIKE BIG REX?

READ ON!

WHASSUP? MY NAME IST. SMITHSON PIERPONT REXX, III –

BUT ALL MY TRIASSIC HOMEYSJUST CALL ME BIG REX!

EDITOR’S NOTE: Big Rex and his pals may be extinct today, but the fossil record has left us many

clues as to the re-imagined MarComm wisdom of these magnificent carnivorous creatures – who

ruled the planet for well over 150 MILLION YEARS. Evolutionarily speaking, they were able to

easily adapt to every environmental condition EXCEPT for the Chicxulub Asteroid Event.

If not for that one historic anomaly, they’d most likely still be around

- and no doubt super-active all over the Social Media MegaVerse.

Here’s what we think they’d besaying – if they only could.

Enjoy.– Mike Houle

> > >

ONLINE PROFILE: T.SmiThSon PierPonT rexx, iii Nickname: “Rex” / “T-Bone” / “T-Dawg”

DOB: Early Triassic (approximate)

Body Length: 44’ 3.5” including awesome tail

Weight: 6.85 metric tons

Build: Athletic / could lose a few pounds

Relationship It’s complicated. Status:

Likes: Cuddling, dinosaur pop-up books, table tennis, Pinterest, eating organic prey, watching TMZ

Dislikes: Patronizing vegans, doing pushups, losing at table tennis, flossing, SpellCheck, tofu, asteroids

Favorite Film: Godzilla (1954) w/subtitles

Ideal Job: Content Marketer or Bar Bouncer

Quote: “Dinosaurs don’t kill people. People haven’t been invented yet.”

“BIG REX”

1The Five Pillars

of Content Marketing:

According to contentmarketing.com (one of Big Rex’s favorite CM sites .)

2 3 4 5

SOURCE: http://contentmarketinginstitute.com/2007/07/the-ultimate-co/

‘‘‘‘

EDITORIAL-BASED. (or long-form) content.

It must tell a relevant, valuable story. Must be informative, educational or entertaining.


1KEEP IT

RELEVANT,YO.

MARKETING-BACKED. The content has

underlying marketing and sales objectives that a corporation, association or institution is trying to accomplish.


2‘‘‘‘

SCHWEET.

3BEHAVIOR-DRIVEN.

Seeks to maintain or alter the recipient’s behavior.


‘‘‘‘

I’LL TAKETWO!

BOGO SALEENDS MIDNIGHT

TONIGHT, YO.

MULTI-PLATFORM. (print, digital,

audio, video, events). It can be, but does not have to be, integrated.


4‘‘ ‘‘CAN I

COME?

Targeted toward a specific audience.

If you can’t name the audience, it’s not content marketing.


5‘‘‘‘

THAT WAS ALITTLE TOO CLOSEFOR COMFORT!

HEY!

Rex’s Rules12 WAYS CARNIVORES CAN REACHCONTENT MARKETING NIRVANA

AND FULLY MANIFEST ABSOLUTE SOCIAL MEDIA BLISS.

Great Contentis everywhere.

CHECK IT OUT, BRADLEY – WE FOUND A

BRAND NEW FOOD SOURCE. THIS ONE’S GOING ON

LinkedIn!

RexRule #1

4 Customer News

4 New Contracts

4 Employee Profiles

4 Annual Reports

4 Industry Trends

4 Nostalgia / Vintage

4 Volunteer Activities

4 Technical Breakthroughs

4 Strategic Partnerships

4 Personal Milestones

Cool Carnivore Content Ideas:

The Best Content Is

Visual.THEY CALL IT

SHOW & TELLFOR A REASON,

HOLMES!

AWESOME DINO-NOTE: Try using a cool dinosaur pic, a cute little baby, or an attractive female of any species to grab attention. Remember that, on the web, your competition is EVERYTHING ELSE! Pictures really do help tremendously.

RexRule #2

This

is a

T-Rex. VS.

Visual Content Check

fail

Tweets with Images get 49% more favorites.

Tweets with Images get 150% more Retweets.

Source: http://www.convinceandconvert.com/content-marketing/9-best-from-buffer/

No Image

No Image

Image Included

Image Included

Thisis a

T-Rex.

Thisis a

T-Rex.

Remember

WIIFM*

*THE WHAT’S IN IT FOR ME? FACTOR

SO, WHAT’SIN IT FOR ME,

REX?YOU'LL LOSE

900 POUNDS ANDLOOK EPOCHS

YOUNGER!

RexRule #3

Your prospects aren’t super interested in hearing about your

awesome grass seed.But they are always

thrilled to learn more about their lawns.

DINO FACT

JACK!

WHAHH?

So think

BENEFITS and not just

FEATURES when you post.

is good content. is way better.

Your Their

VS.

Hack yourselfA Viral Headline.Google search: “Jon Morrow’sHeadline Hacks” and download your free copy. It’s awesome.

http://www.jeffbullas.com/2013/10/11/7-content-marketing-tips-your-audience-attention-cheat-sheet/

GOOD STUFF!

RexRule #4

Interviewscan make great content.

MAN, I DON’TMAKE THE RULES.

I JUST ENJOY‘EM!

I WOULD LOVE TO KNOW HOW COMET-REX ALWAYS MAKES

THE HEADLINES.

Source: http://www.socialmediaexaminer.com/10-content-marketing-tips-you-can-employ-now/

RexRule #5

Create new contentConsistently.

GUESS WHAT DAY IT IS?—

PLEASE TELLME YOU DID NOT JUST SAY THAT.

RexRule #6

TWITTER

INSTAGRAM

FACEBOOK

BLOG

VIMEO

LINKED IN

DUDE, IT’SHALF-PAST WEDNESDAY.

SO HOWZE ABOUT A LITTLE ConTenT?

SLIDESHARE

ETCETERA

NEXT THING HE TELLS ME HE’S

STILL SPENDING MOST OF HIS MARCOMM BUDGET ON

TrADiTionAL meDiA...

BWAHHHAAHAHA!

SHOCKINGBUT TRUE![ ]

SOURCE: http://www.b2bmarketinginsider.com/content-marketing/2014-content-marketing-imperative

“Content marketing typically costs 62% less than traditional marketing methods –

yet it generates three times as many leads.” - B2B Marketing Insider

Winning organizations consistently create, execute and evaluate a well-defined regimen of targeted

content marketing. Which begs the question: why aren’t more of us doing it?

62% 3x SAVINGS RETURN

The New Math:

Offer a free eBook!

Remember yourCall to Action

AWESOME DINO-NOTE: It might sound obvious, but remember to ASK FOR THE ORDER – or at least for the connection. FREE downloadable How-To eBooks, customer surveys, and updates on industry trends are all great options.

RexRule #7

Superior Customer Serviceis your best SEO weapon.

SOURCE: http://www.theguardian.com/media-network/media-network-blog/2014/feb/14/content-marketing-strategies

AWESOME DINO-NOTE:

“Providing amazing customer

service is the new SEO,”

says Alan Coleman, CEO of

Wolfgang Digital.

Google now includes Customer

Reviews as a key ranking factor.

WE’RE NOTSATISFIED UNLESS

YOU ARE!

RexRule #8


AWESOME DINO-NOTE: While producing meaningful content on a regular basis is important, be sure to keep the creative level of your content high enough (and then some) to break through the clutter. Sometimes less really IS more.

CHECK OUT MYNEW CAVE PAINTING. IT’S WHAT THEY CALL

CREATIVE!

RexRule #9 Value Qualityover Quantity.

It’s a DINO-MARATHON — not a SPRINT.


AWESOME DINO-NOTE: Pace yourself and stick to a manageable schedule of timely content. Better to post fewer, higher-quality content placements than to tire your audience out with bland, low-impact content that gets you nowhere - FAST.

I’VE JUST GOTTA HIT THAT TREADMILL MORE THAN JUST ONCE EVERY

NEW YEAR’S DAY....

RexRule #10

SOURCE: http://searchenginewatch.com/article/2329636/Crush-Content-Marketing-in-2014-5-Outside-the-Box-Techniques-That-Get-Results

Guess what? DESIGN and COPY LENGTH matter more than SUBSTANCE.

I KNOW, RIGHT? PLUS, IT WAS

REALLY LONG -JUST LIKE US!

WHAT A GREAT POST. I LIKE THOSE FONTS -

AND WHAT A COLOR PALETTE.GOTTA SHARE IT.

EDITOR’S NOTE: I must say, this one surprised me. I’d always assumed that in the rapid-fire Internet Age, short and sweet was

just naturally better. As a designer myself, it’s both refreshing and reassuring to hear that good design really does matter.

If you’ve got the time, go to the link in the footer and get the full story. It makes perfect sense now.

– MikeRexRule #11

SHARE

‘‘1. “Longer Content Has a Much Higher Perceived Value” “When someone sees a long post they automatically

think “wow, this must have taken a ton of work. I need to share this.”

Posts with 300 words don’t have the same effect.”

According to SearchEngineWatch.com:


SEEEEE? TOLD YA. SIZE REALLY

DOES MATTER.

‘‘I WISH MY

ARMS WERE BIGGER.

‘‘According to SearchEngineWatch.com: (cont.)

2. “You can create the definitive guide on a topic.” “I can tell you from experience

that having the definitive guide to something on your blog is the fast track to hands-off link development. But it’s hard to cover an entire subject in 400 words.”


Big Rex’sDEFINITIVE GUIDECarnivoreContent Marketing

to

‘‘We’re writing this one now.


According to SearchEngineWatch.com: (cont.)

3. “More engagement and time on site.” “Reading 1,500 words of pure gold puts someone

in a very appreciative mood. A mood that encourages them to share your stuff.”

– Brian Dean Search Engine Watch

WHERE DIDTHE MORNING GO?

THIS BLOGGER WRITESSOME REALLY DEEP STUFF.

I MUST SHARE!

‘‘‘‘

LondonLondon New YorkNew York TokyoTokyoMoscowMoscow

“Guy Kawasaki is known for posting the same content multiple times, and one reason he advocates doing this

is to reach your followers in different time zones.”He’s found that this increases the traffic to his content,

particularly when Tweeting the same link several times.” – Leo Widrich

Convince And Convert

SOURCE: http://www.convinceandconvert.com/content-marketing/9-best-from-buffer/

Post multiple times formultiple time zones.

‘‘‘‘ RexRule #12

“The reason for repeated tweets is to maximize traffic and therefore advertising sales.

I’ve found that each tweet gets approximately the same amount of clickthroughs.

Why get 600 page views when you can get 2,400?” - Guy Kawasaki

Super Famous Tech Dude Apple, Google, Canva, etc.

SOURCE: http://www.convinceandconvert.com/content-marketing/9-best-from-buffer/

‘‘‘‘

NOW JOEL, DON’T TRY THIS

UNTIL YOU’RE OLDER...MR. KAWASAKI IS A PROFESSIONAL -

AND A GROWN-UP.

THE 5 PILLARS1. Editorial-Based2. Marketing-Backed3. Behavior-Driven4. Multi-Platform5. Targeted Audience


Let’sreview!

The 12 Rules of Rex 1. Content is Everywhere

2. Use Visual Content

3. The WIIFM Factor

4. Write a Viral Headline

5. Use Interviews

6. Post Consistently

7. Remember Call to Action

8. Killer Customer Service

9. Quality Beats Quantity

10. Run a Marathon

11. Lengthy + Well-Designed

12. Repeated Posts

DEFINITIVE GUIDECarnivoreContent Marketing

to

Big Rex’s Rex’s New eBook Is Coming Soon!But we still need lots more content. Ironic, right?Send us your CM tips, ideas and true stories – and we’ll include the best ones. With full attribution of course.No one is as smart as all of us – so send a message to the Editor here to get the process started:

< CLICK MEHEY MIKE!

http://www.newplanetcreative.com/#!contact/component_14113

DEFINITIVE GUIDECarnivoreContent Marketing

to

Big Rex’sTHANKS

FOR VIEWING!PLEASE SEND MIKE A NOTE

IF YOU’D LIKE HIM TO CREATE ANYTHING

COOL FOR YOU.

HEY MIKE!

NewPlanetCreative.comMIKE HOULE

Founder New Planet Creative

< CLICK ME


www.newplanetcreative.com

[email protected]

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