Startupfest 2019 - Content is literally everything
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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.
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Startupfest 2019 - Content is literally everything
- 1. Content
- 10. Marketing
- 12. Content
- 14. Source: Evite
- 17. Source: Viceland
- 20. Source: Spotify
- 21. Source: TED
- 25. It’s important to isolate the form of content from its impact.
- 27. Content Mindset
- 29. Principle #1: Everybody has a story.
- 31. You can fashion a story out of anything.
- 33. Source: Seinfeld
- 34. A good story doesn’t need a good plot.
- 36. Great stories can come from unexpected places.
- 38. Source: James Charles, Tana Mongeau, Shane Dawson, Jeffree Starr
- 40. Humanize.
- 42. Be a curator.
- 44. You have to craft the story.
- 45. Source: Dollar Shave Club
- 47. Get creative.
- 51. Principle #2: Telling your story is important in more ways than you think.
- 56. Potential customers Current customers Past customers
- 57. Potential customers Current customers Past customers Qualification
- 58. Potential customers Current customers Past customers Qualification Sales
- 59. Potential customers Current customers Past customers Qualification Sales Investors
- 60. Potential customers Current customers Past customers Qualification Sales Investors Employees
- 61. Potential customers Current customers Past customers Qualification Sales Investors Employees Prospective employees
- 62. Potential customers Current customers Past customers Qualification Sales Investors Employees Prospective employees User research
- 63. Potential customers Current customers Past customers Qualification Sales Investors Employees Prospective employees User research Yourself!
- 64. Potential customers Current customers Past customers Qualification Sales Investors Employees Prospective employees User research Yourself!
- 67. Principle #3: Don’t underestimate your audience
- 69. Make the audience put things together. Don’t give them 4. Give them 2+2. - Andrew Stanton Pixar Source: TED
- 72. Emotion
- 73. Source: Red Bull
- 75. Who are you in between your sales pitches?
- 77. Principle #4: Data will only get you so far.
- 78. 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
- 79. It’s 70% gut and 30% data. - Ted Sarandos Chief Content Officer Source: Vulture
- 82. Taste
- 85. #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.
- 86. Content Mindset
- 88. Unique
- 89. Competitors
- 90. Competitors
- 92. Curate
- 94. Attribution
- 97. Authenticity
- 99. 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