Marketing isn't storytelling. It's worldbuilding. Every customer, every client writes their own stories, selecting their own points at which to contact you. If you want to successfully build marketing worlds, you need to be weird, useful and significant. Learn how in this presentation, given at Confluence 2015.
5. @portentint
Nothing but love
BECAUSE, WHILE I CAN BE
OBNOXIOUS, I’M NOT A JERK. I
WANT TO HELP, AND I’M PRETTY
EMPHATIC ABOUT IT. DON’T
HESITATE TO ASK QUESTIONS.
I’M HAPPY TO HELP. HONEST
21. @portentint
Significant
Useful
Blog Stopping distance
Webinar Engine types
Weird
Fb Stopping distance
Tw Fastest car
Tw Braking
Quora Stopping distance
POINTS OF ENTRY
THEN WE CREATE MANY
WAYS CUSTOMERS CAN
MOVE FURTHER ALONG
THEIR OWN STORYLINE
22. @portentint
Significant
Useful
Blog Stopping distance
Webinar Engine types
Weird
Fb Stopping distance
Tw Fastest car
Tw Braking
Quora Stopping distance
Defensive design
Site speed
It works
CRITICAL STOPS
AND DO OUR BEST TO ENSURE
THEY CAN REACH A
SATISFYING CONCLUSION
38. WEIRD = A NICHE. ANY NICHE.
ALLERGIC TO WOOL
DUDE. THAT'S
PERSONAL.
come near me
with those shears
and I will @#)$!!
you up
OK. SOMETIMES WEIRD
MEANS STRANGE.
56. @portentint
Useful
Weird
SEO 0-60
PPC 0-60
SEO 0-60 times
Facebook Cycling
Facebook Racks
Twitter 0-60 times
Facebook Fastest cars
Instagram Trials
Facebook Sprains
EVEN FOR 40+
MOUNTAIN BIKERS
62. @portentint
Useful
Weird
SEO 0-60
PPC 0-60
SEO 0-60 times
Facebook Cycling
Facebook Racks
Twitter 0-60 times
Facebook Fastest cars
Instagram Trials
Quora True Detective
Facebook True Detective
YEP. MORE ENTRY POINTS.
ANSWER THAT TRUE
DETECTIVE QUESTION,
AND NOT JUST ON QUORA
63. @portentint
Useful
Weird
SEO 0-60
PPC 0-60
SEO 0-60 times
Facebook Cycling
Facebook Racks
Twitter 0-60 times
Facebook Fastest cars
Instagram Trials
Quora True Detective
Facebook True Detective
QUORA SHOWED US THE
ENTRY POINT. IT DOESN’T
HAVE TO BE THE ONLY ONE
68. Useful
Weird
SEO 0-60
PPC 0-60
SEO 0-60 times
Facebook Cycling
Facebook Racks
Twitter 0-60 times
Facebook Fastest cars
Instagram Trials
Quora Car safety
PRODUCE FOR
THESE ENTRY POINTS
69. Useful
Weird
SEO 0-60
PPC 0-60
SEO 0-60 times
Facebook Cycling
Facebook Racks
Twitter 0-60 times
Facebook Fastest cars
Instagram Trials
Quora Car safety
TARGET THESE ENTRY POINTS
70. Useful
Weird
SEO 0-60
PPC 0-60
SEO 0-60 times
Facebook Cycling
Facebook Racks
Twitter 0-60 times
Facebook Fastest cars
Instagram Trials
Quora Car safety
OPTIMIZE FOR
THESE ENTRY POINTS
71. Useful
Weird
SEO 0-60
PPC 0-60
SEO 0-60 times
Facebook Cycling
Facebook Racks
Twitter 0-60 times
Facebook Fastest cars
Instagram Trials
Quora Car safety
BUILD FOR
THESE ENTRY POINTS
90. @portentint
“TOP 10 CARS ON TV: 2015”
THIS WOULD BE A NICE
STEP 2. TAKE PEOPLE
FROM THE WEIRD
CONTENT TO THIS
91. Weird
Facebook True Detective
Quora True Detective
Post TV cars of 2015
Useful
THIS PROVIDES PATHS – IT
CONNECTS THE DOTS –
FROM WEIRD TO USEFUL
TO SIGNIFICANT
92. Weird
Facebook True Detective
Quora True Detective
Instagram Blind spot detection
Post Blind spot detection
Post TV cars of 2015
Useful
AND REMEMBER, WE’RE
WORLDBUILDING, NOT STORYTELLING.
CREATE THE ENTRY POINTS…
93. Weird
Facebook True Detective
Instagram Blind spot detection
Post Blind spot detection
Post TV cars of 2015
Useful
…AND THAT NEXT LAYER, AND LET
PEOPLE DEFINE THEIR OWN STORIES
99. @portentint
TOOLS
OCCASIONA SELF PROMOTION
BUT ‘USEFUL’ DOESN’T JUST MEAN
‘BLOG POSTS.’ GREAT FREE
OFFERS LIKE THIS CAN WORK.
MOMAGENDA DOESN’T EVEN
REQUIRE AN E-MAIL ADDRESS. BUT
THIS IS SURE USEFUL
102. BUT USEFUL CAN ALSO MEAN GREAT
PRODUCT DESCRIPTIONS, A WONDERFUL
HOTEL BOOKING SEARCH TOOL,
ANYTHING. IT’S NOT ‘CONTENT
MARKETING’ (WHATEVER THAT IS)
145. Significant
Useful
Blog Stopping distance
Webinar Engine types
Weird
Fb Stopping distance
Tw Fastest car
Tw Braking
Quora Stopping distance
Retargeting
RETARGETING CAN BRING PEOPLE
BACK TO ENTRY POINTS WHEN THEY
FORGET ABOUT YOU, OR GET
DISTRACTED. DON’T BE RUDE. JUST
PROVIDE A GENTLE REMINDER
152. Significant
Useful
Blog Stopping distance
Webinar Engine types
Weird
Fb Stopping distance
Tw Fastest car
Tw Braking
Quora Stopping distance
Defensive design
Site speed
It works
Retargeting
PEOPLE BOUNCE
AROUND
160. NEVER, EVER SPLIT THE
(ADVENTURING) PARTY
you handle the
dragon. i'm
going to search
for gold.
this won't end
well.
TRY TO AVOID SILOING.
DIVIDING THE PARTY
NEVER GOES WELL