This was one webinar that I’m glad I didn’t miss.
Lyndon Antcliff had some great insights into what makes content marketing (like Lyndon, I’m also not a fan of the phrase) successful on both the level of an individual piece and larger strategy. Or, mindset. Let’s go with mindset.
Briefly, some of the chief takeaways from the presentation:
- The goal in the end is a link, so we should forget about sales.
- We’re publishing—that is, communicating ideas using a textual/visual medium
- —People are the ones doing the linking
- Decide whether you’re an addict or a dealer
- —Give people what makes them excited, which means thinking like a tabloid and going for the lowest common denominator with the goal of being seen.
- Linkbait the brain
- —The headline for the primal brain
- —The body for the subconscious
- —And let the conscious brain think it’s the one making all the decisions
- Linkbait the news
- Focus on ideas, not mechanics
- —What about it could excite people or cause some kind of emotional reaction?
- Industries aren’t boring; the way in which those industries communicate is boring
You can find the full Hangout presentation here: http://cognitiveseo.com/blog/3483/content-marketing-landscape-lyndon-antcliff/