SEARCHLOVE DAN DIEGO 2013-Rebecca Bridge

Fail Big at Content, It's Okay!

Transcript

2. REBECCA BRIDGE @REBECCABRIDGE I AM A CONTENT STRATEGIST. GOT CHEESE? WHAT MEAN A “NON SEQUITOR”?
4. BEFORE WE GET INTO FAILING LIKE YOU MEAN IT…
5. I’d like to begin this marketing presentation with the most logical marketing topic I can think of: LITERATURE
11. SHELLFISH BY RICHARD BRAUTIGAN Always spend a penny as if you were spending a dollar and always spend a dollar as if you were spending a wounded eagle and always spend a wounded eagle as if you were spending the very sky itself. POEM @rebeccabridge  
12. FROM “THE CATCHER IN THE RYE” BY J.D. SALINGER “Take most people, they're crazy about cars. They worry if they get a little scratch on them, and they're always talking about how many miles they get to a gallon, and if they get a brand-new car already they start thinking about trading it in for one that's even newer. I don't even like old cars. I mean they don't even interest me. I'd rather have a goddamn horse. A horse is at least human, for God's sake.” -Holden Caulfield FICTION @rebeccabridge  
15. “Poets are our original systems thinkers. They look at our most complex environments and they reduce the complexity to something they begin to understand.” -Sidney Harman
16. 16 What  does  this   have  to  do  with   content  marke7ng?   @rebeccabridge  
17. IF A WEBSITE’S CONTENT IS SOLID THAT IS POETRY
18. THIS IS NOT WHAT I MEAN WHEN I SAY THAT IT’S OKAY TO FAIL BIG AT CONTENT.
19. IT’S NEVER OKAY TO FAIL AT THE CONTENT ESSENTIALS OF A WEBSITE.
23. TAKE CARE OF THE ESSENTIALS FIRST
24. ü LANDING PAGES ü PRODUCT DESCRIPTIONS ü ABOUT PAGES ü CATEGORY PAGES ü EVERGREEN CONTENT ü TITLE TAGS ü ESSENTIAL ONSITE CONTENT
25. WHEN YOU GET THAT DONE, YOU CAN MOVE ON TO THE FUN AND FLASHY STUFF, LIKE METAPHORICAL NOVEL WRITING.
26. When I say “Fail Big at Content” I mean fail big at
31. Now That’s a Lot of Resources!
37. BUT WE’RE AFRAID TO DO IT AND THAT’S BADD
38. WE’RE NOT STARTING CONVERSATIONS, WE’RE JUMPING IN IN THE MIDDLE.
40. WE HAVE LOTS OF REASONS TO STICK WITH THE NORM IT’S TOO EXPENSIVE or THE CLIENT MIGHT HATE IT or THE INTERNET MIGHT HATE IT or IT MIGHT NOT GO VIRAL !!!!!!!!!!!!!!!!!!!!!! THE REWARD ISN’T WORTH THE RISK
42. But  it’s  expensive!  
43. You Know Who Doesn’t Have Cash?
50. It Didn’t Go Viral, That’s Not What We Expected. Anyhow, it Did Something Better…
53. BECAUSE YOU KNOW WHO ISN’T AFRAID TO TAKE A RISK ON CONTENT?
54. THE BIG BOYS
55. McDonalds  or  Coke  or  Red  Bull  
61. First  Things  First   Is  it  Racist,   Sexist,  or   Otherwise   Irresponsible ?   There’s  risky  -­‐     And  then  there’s  just  stupid.  
62. Do You Hate It?
63. You’re Afraid of Failure
64. Failure ≠ Stupidity
66. Once Upon a Time…
71. Failure is how we learn. It’s how we make adjustments.
73. Get It Here: http://bit.ly/1edxceC
75. HOW TO FAIL GOOD:
76. @rebeccabridge