Content Marketing Tips by Kevin Spacey

Kevin Spacey at Content Marketing WorldSomewhat belatedly I’ve discovered these brilliant tips on content marketing by Kevin Spacey . Kevin Spacey the actor? Yes, and he really knows his stuff. We shouldn’t be so surprised. Besides being an actor, he’s run The Old Vic and turned it into one of the most successful theatres in London. He’s also the producer of House Of Cards whose characters and storyline has transformed the fortunes of Netflix.

Content is at the heart of what Spacey does. And, according to his key note speech at Content Marketing World 2014, at the heart of content is The Story. Many people still think marketing is about selling products and services by listing the features and their benefits but Spacey says, “Good content marketing is not a crap shoot—it has always been about the story.” The Story is “the essential concept that content marketing has learned and embraced better than anyone”.

So what does he say are the three keys to good content marketing?

Conflict. “The conflict between who we are, what we want to be and what others may expect of us is the central thread of the human experience… Our stories become richer, and become far more interesting, when they go against the settled order of things to achieve the unexpected.”

Authenticity. “Stay true to your brand, stay true to your voice and audiences will respond to that authenticity with enthusiasm and passion.”

Audience. “Audiences have spoken. They want stories.” Give them a good story and they will pass it on with a passion, says Spacey. “The audience doesn’t care about the platform,” he said, “they care about the content.”

“The story is everything, which means it’s our job to tell better stories,” exhorts Spacey. So how do you do that? Spacey gives us the starting point in a deceptively simple but insightful sentence. “It begins with knowing what story you want to tell,” he said. “Everything else will follow.”

His final tip. “It’s the risk takers that are rewarded.”

This blog was written by Paul Lewis, owner of the Winchester based marketing consultancy Seven Experience. You can connect with him on Google+ and LinkedIn

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