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UNTHINKABLE: How the World’s Most Creative Content Marketers Do What Others Wouldn’t Dare
Jay Acunzo
Content Creation
@jayacunzo | #ContentJam
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WHAT IS THEBEST PRACTICE?!
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You’re stuck at pretty good, Doc!
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Good marketersfollow best practices.Great marketerscraft their own.
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what thedata says
worked
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what thedata says
worked
what yourintuition says
could work
The Unthinkable
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David Cancel @dcancel Co-founder & CEO, Drift
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Drift’s Content Marketing
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SUBSCRIBERS:• Gated content: 200/month.• Ungated: 500/month.
They call me CMO.Chief Mini-Officer.
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USERS:• Grew 30% in May.• Grew 35% in June.
How you like me now?
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1.When you tell storiesothers can’t resist,others tell stories about YOU.
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“If we put on a prospect’s hat — remember, we’re all committed to being customer-centric, right? — this actually seems, well, pretty nice.”
Scott BrinkerEditor, Chief Marketing Technologist
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“If we put on a prospect’s hat — remember, we’re all committed to being customer-centric, right? — this actually seems, well, pretty nice.”
Scott BrinkerEditor, Chief Marketing Technologist
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2.When you make the leap, you stop playing in the market and start SHAPING it.
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3.When you admit you sell the means and not the end itself,you sell more.
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+
YourAudience
YourProduct
=
Courtesy UserOnboard.com
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When you do the Unthinkable…
1. Others tell stories about YOU.2. You start SHAPING the market.3. You sell MORE.
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what thedata says
worked
what yourintuition says
could work
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what thedata says
worked
what yourintuition says
could work
Not so scary
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AdWords
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Treating content like this is
dangerous.
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Telic.
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GoodMarketers
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GreatMarketers
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“Our quest to automate everything has left us out of touch with our customers.
Marketing has become more about gaming systems or get-rich-quick schemes.
You can’t build something big by doing things the same way as everyone else.”
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3 TRAITSof those who do the
Unthinkable
Finn DowlingWriter & MarketerHumane Society ofSilicon Valley
EddieThe Dog
Puppy Adoption Wish List: Loves children
EddieThe Dog
Puppy Adoption Wish List: Loves children’s fingers
EddieThe Dog
Puppy Adoption Wish List: Loves children Hates other dogs Barks uncontrollably
EddieThe Dog
’s fingers
Eddie
Puppy Adoption Wish List: Loves children Hates other dogs Barks uncontrollably
The Terrible
’s fingers
Like to go for walks in dog infested areas?Enjoy the dog park? Keep walking. He goes zero to
Cujo in 0.5 seconds.
Want your kids to grow up with a full complement of fingers and toes? Not the dog for you.
“
32,000 6,300
Over 7 million reached
Finn Dowling• Didn’t start at the end result.• Didn’t simply present the facts.• Wrote something she enjoyed.
Finn Dowling• Didn’t start at the end result.• Didn’t simply present the facts.• Wrote something she enjoyed.
“Most shelter blogs make me want to stick my head in an oven.”
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1.Intrinsically
Motivated to Make
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• 1 post per weekday• 1,000 total (4 years)• Awesome things only
Neil Pasricha@1000Awesome
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50,000 visitors per day
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$0
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Our job is not to “be creative.”Our job is to CREATE.
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2.Ship. A lot.
#Intuition
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• 1 post per weekday• 1,000 total (4 years)• Awesome things only
Neil Pasricha@1000Awesome
Mikael Cho@mikaelcho
“We had no money … and had 3 months worth of cash left to turn things around. If we didn’t
we were toast. Done.”
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Unsplash.com
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50,000 visitors in 10 min Customers
5M uniques & 1B views= #1 customer source
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$19
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3.Launch
Side Projects
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Those who do the Unthinkable…
1. Start with the means, not the ends.2. Ship work on a consistent basis.3. Learn from side projects to grow.
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Didn’t follow the best practice.CREATED IT.
Didn’t emulate the standard.BECAME IT.
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AdWords
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what thedata says
worked
what yourintuition says
could work
Crazytown, USA(Population: Jay)
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shortcutculture
love creatingfor its own sake
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“art” is the wrong idea
real artists shipand stand out
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factoryteams
tinker on the side & be irreplaceable
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WHAT IF WECRAFTED
OUR OWN?
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Learn More & Keep in Touch:MonumentalShift.com/Jay-Acunzo
Jay Acunzo@jayacunzo | #ContentJam
New StoryEvery Monday:
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