brian clark_searchlove san diego_a strategic approach to creative content marketing
TRANSCRIPT
A STRATEGIC APPROACH TO CREATIVE CONTENT
MARKETINGBrian Clark
CEO - Copyblogger Media@copyblogger
Social
Content
Search
Sale
Unaware
Attraction
Permission
Conversion
Sale
THE MONOMYTH
Unaware
Attraction
Permission
Conversion
Ordinary World
Call to Adventure
Meeting the Mentor
Crossing the Threshold
Sale
THE STORY: CONTENT AS MENTOR
THE 5Cs OF CONTENT CREATION
5Cs
‣ Context
‣ Cornerstone
‣ Connection
‣ Conversion
‣ Copy
CONTEXT‣ What’s the journey?
FIND OUT THEIR PROBLEMS AND DESIRES, MAKE THEM THE HERO,
AND HELP THEM ON THEIR JOURNEY
CORNERSTONE‣ What do they need to know?
CONNECTION‣ What do they need to engage?
MEANING + FASCINATION = ENGAGEMENT
CONVERSION‣ What do they need to believe?
EVANGELIZE AND CONVERT
COPY‣ What’s the offer?
‣ Great product or service
‣ Fantastic value
‣ Communicate benefits
‣ Overcome lingering objections
‣ Reverse risk
‣Cornerstone = Educate
‣Connection = Engage
‣Conversion = Evangelize
