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Startupfest 2019 - Content is literally everything

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Veröffentlicht am

Jane Hu (Founder, Nonesuch Media)

An early stage startup has an ever-growing and never-shrinking list of priorities vying for time and attention. Product, recruiting, fundraising, go-to-market, user acquisition, business model, etc. But one priority that is often overlooked is content. Content is more than just marketing, more than just a couple of blog posts written as an afterthought for your prospective launch. Let’s get to the core of why content is indispensable, learn how the best traditional content companies in the world operate, and distill it down to what you can do right now to tell your own compelling story.

Veröffentlicht in: Kleinunternehmen & Unternehmertum
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Startupfest 2019 - Content is literally everything

  1. 1. Content
  2. 2. Source: @chelseakauai
  3. 3. Marketing
  4. 4. Content
  5. 5. Source: Evite
  6. 6. Source: Daniel Shiffman
  7. 7. Source: Viceland
  8. 8. Source: @exclusivemotivation01
  9. 9. Source: Spotify
  10. 10. Source: TED
  11. 11. Source: Jason Reed
  12. 12. It’s important to isolate the form of content from its impact.
  13. 13. Content Mindset
  14. 14. Principle #1: Everybody has a story.
  15. 15. You can fashion a story out of anything.
  16. 16. Source: Seinfeld
  17. 17. A good story doesn’t need a good plot.
  18. 18. Great stories can come from unexpected places.
  19. 19. Show your personality.
  20. 20. Source: James Charles, Tana Mongeau, Shane Dawson, Jeffree Starr
  21. 21. Humanize.
  22. 22. Be a curator.
  23. 23. You have to craft the story.
  24. 24. Source: Dollar Shave Club
  25. 25. Get creative.
  26. 26. Principle #2: Telling your story is important in more ways than you think.
  27. 27. Potential customers
  28. 28. Potential customers Current customers
  29. 29. Potential customers Current customers Past customers
  30. 30. Potential customers Current customers Past customers Qualification
  31. 31. Potential customers Current customers Past customers Qualification Sales
  32. 32. Potential customers Current customers Past customers Qualification Sales Investors
  33. 33. Potential customers Current customers Past customers Qualification Sales Investors Employees
  34. 34. Potential customers Current customers Past customers Qualification Sales Investors Employees Prospective employees
  35. 35. Potential customers Current customers Past customers Qualification Sales Investors Employees Prospective employees User research
  36. 36. Potential customers Current customers Past customers Qualification Sales Investors Employees Prospective employees User research Yourself!
  37. 37. Potential customers Current customers Past customers Qualification Sales Investors Employees Prospective employees User research Yourself!
  38. 38. Published content scales perfectly.
  39. 39. Principle #3: Don’t underestimate your audience
  40. 40. Make the audience put things together. Don’t give them 4. Give them 2+2. - Andrew Stanton Pixar Source: TED
  41. 41. Source: Inception
  42. 42. Emotion
  43. 43. Source: Red Bull
  44. 44. Who are you in between your sales pitches?
  45. 45. Principle #4: Data will only get you so far.
  46. 46. Price of printer Amortization schedule Price of toner x how often toner needs to be replaced Sheets of paper printed a month Value of b&w vs. color printer Value of combining faxing and scanning with printing Time wasted walking to other printer across room Lifespan of typical printer
  47. 47. It’s 70% gut and 30% data. - Ted Sarandos Chief Content Officer Source: Vulture
  48. 48. Taste
  49. 49. #1: Everybody has a story. #2: Telling your story is important in more ways than you think. #3: Don’t underestimate your audience. #4: Data will only get you so far.
  50. 50. Content Mindset
  51. 51. Unique
  52. 52. Competitors
  53. 53. Competitors
  54. 54. Curate
  55. 55. Attribution
  56. 56. Source: Dreamstime
  57. 57. Authenticity
  58. 58. Editorial calendar Editorial guidelines Content plan KPIs Channel & platform strategy Engagement strategy Customer profiles & user journeys Integration w/ rest of marketing strategy Asset creation Workflow Organizational structure Amplification plan
  59. 59. Jane Hu Nonesuch Media jane@nonesuchmedia.com

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