3 Must-Read Decks on Content Marketing
February 13, 2015
If you want your business (or yourself!) to be better discovered or viewed as an industry leader, you know that content will help you get there. In the age of Internet searches, content marketing has emerged as a critical element of branding and advertising. So how exactly do you leverage the art -- and science -- of content marketing for your brand?
Ann Handley, Chief Content Officer of MarketingProfs, shares three (and a half!) decks she says you should read to better understand content marketing and refine your strategy.
The Reality of Content Marketing
This deck by Moz co-founder Rand Fishkin is extremely comprehensible and useful, Handley says. “Rand hits the trifecta: tells a story, conveys personality, and offers useful advice with real empathy for the pain of the audience -- that individual whose content marketing is failing miserably. And he does it with style and humor. And mustache wax. What's not to love?”
What Makes Great Content Marketing Great
Doug Kessler, co-founder of Velocity Partners, is often cited for authoring "Crap. The Content Marketing Deluge." But this lesser known deck of his is a favorite of Handley’s. “This one is equally brilliant from a content perspective -- it's a useful, inspired story told with empathy and humor.” The extra cherry on top? The way Kessler uses SlideShare as a narrative platform, she says. “He fleshes out the deck with text that explains a bit more -- and as a result it delivers a richer story in a linear format. In other words, he doesn't treat SlideShare as a place to stash presentation decks; he leverages the strengths of the platform perfectly.”
Content Marketing in Action
Although this deck by Mash+Studio is a pitch, “it’s a story well-told,” Handley says, and a great example of good content marketing. “I love the simplicity and artfulness of the whole thing.”
Bonus: A Content Marketing Org Chart
Handley shares a drawing she did that illustrates “the way a content marketing team might look within a larger org.” Her materials? A black Sharpie and an 8 ½ and 11-inch sheet of paper. “I drew it to include in presentations, but put it on SlideShare simply because people kept asking me for a copy of it.”