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Content Marketing
X-Rays
The Hidden Details That Make
Each Piece Just Plain Work
Confession Time!
The only reason lots of us got
into content marketing
Confession Time!
Confession Time!
The only reason lots of us got
into content marketing
is that one word.
We thought…
We thought…
“Perfect! I like to write, design, record,
film, and otherwise create things.”
We thought…
“Perfect! I like to write, design, record,
film, and otherwise create things.”
- Corey J. Content
So we always start
with this stuff:
•  The Audience
•  The Experience
•  The Quality
•  The Creativity
•  The Piece Itself
So we always start
with this stuff:
•  The Audience
•  The Experience
•  The Quality
•  The Creativity
•  The Piece Itself
So we always start
with this stuff:
Which makes us better
at this stuff:
•  The Audience
•  The Experience
•  The Quality
•  The Creativity
•  The Piece Itself
So we always start
with this stuff:
Which makes us better
at this stuff:
•  The Subscribers
•  The Leads
•  The Process
•  The Marketing
•  The Practice Itself
We believe in the
power of quality,
craft-driven work.
We believe in the
power of quality,
craft-driven work.
Unfortunately, many marketers
obsess over, well … not that.
Content Farm
We believe in the
power of quality,
craft-driven work.
Unfortunately, many marketers
obsess over, well … not that.
Well, guess what?
Well, guess what?
Wut?
Content marketing is
m a t u r i n g
Content marketing is
m a t u r i n g
Aw, nuts
Content marketing is
m a t u r i n g
Marketers can’t rely on being first.
(someone else already was)
Content marketing is
m a t u r i n g
Marketers can’t rely on being first.
Nor can we rely on being loudest.
(someone else already was)
(readers are already overwhelmed)
We have to be genuinely good at this.
Content marketing is
m a t u r i n g
Marketers can’t rely on being first.
Nor can we rely on being loudest.
(someone else already was)
(readers are already overwhelmed)
Content marketing is
m a t u r i n g
We have to be genuinely good at this.
Marketers can’t rely on being first.
Nor can we rely on being loudest.
(someone else already was)
(readers are already overwhelmed)
Must know how to create well, not just market well.
Planning
Production
Distribution
Analysis
And when you think
about all the stuff we do
We’ve got tons of
support here…
Planning
Production
Distribution
Analysis
But not so much here…
Planning
Production
Distribution
Analysis
To help, I created this:
A bite-sized newsletter to help marketers master the craft of
content creation – 1 example of awesome content sent daily.
To help, I created this:
A bite-sized newsletter to help marketers master the craft of
content creation – 1 example of awesome content sent daily.
I’m Jay Acunzo (Google, HubSpot, NextView Ventures)

*
*
To help, I created this:
A bite-sized newsletter to help marketers master the craft of
content creation – 1 example of awesome content sent daily.

You can join the newsletter here.
To help, I created this:
A bite-sized newsletter to help marketers master the craft of
content creation – 1 example of awesome content sent daily.

You can join the newsletter here.

The following examples are from The Daily Content.
A better way to do link roundups
“Easy to create” shouldn’t mean “poorly done”
A better way to do link roundups
Recurring info for each link like “In a
Sentence” improves the experience.
“Easy to create” shouldn’t mean “poorly done”
A better way to do link roundups
Recurring info for each link like “In a
Sentence” improves the experience.
The Adventure Ratings prompt
readers to eagerly scan the post.
“Easy to create” shouldn’t mean “poorly done”
A better way to do link roundups
Recurring info for each link like “In a
Sentence” improves the experience.
The Adventure Ratings prompt
readers to eagerly scan the post.
Gorgeous, full-bleed imagery
immediately tells readers: This is a
high-quality, premium article – not
an afterthought like many roundups.
“Easy to create” shouldn’t mean “poorly done”
A better way to do link roundups
Recurring info for each link like “In a
Sentence” improves the experience.
The Adventure Ratings prompt
readers to eagerly scan the post.
Gorgeous, full-bleed imagery
immediately tells readers: This is a
high-quality, premium article – not
an afterthought like many roundups.
View It
“Easy to create” shouldn’t mean “poorly done”
A stress-free, beautiful SlideShare
In a noisy content ecosystem, being quiet stands out.
A stress-free, beautiful SlideShare
In a noisy content ecosystem, being quiet stands out.
Minimal design is popular, but it can
also help content stand out. The
“native” experience on SlideShare is
cluttered. The whitespace attracts
readers better than louder covers.
A stress-free, beautiful SlideShare
In a noisy content ecosystem, being quiet stands out.
Minimal design is popular, but it can
also help content stand out. The
“native” experience on SlideShare is
cluttered. The whitespace attracts
readers better than louder covers.
The hand-drawn cartoons support
the narrative but do so without the
aforementioned clutter, which would
have been an easy trap.
A stress-free, beautiful SlideShare
In a noisy content ecosystem, being quiet stands out.
Minimal design is popular, but it can
also help content stand out. The
“native” experience on SlideShare is
cluttered. The whitespace attracts
readers better than louder covers.
View It
The hand-drawn cartoons support
the narrative but do so without the
aforementioned clutter, which would
have been an easy trap.
A story you experience
Now among the all-time classics, Snow Fall remains awesome.
A story you experience
Now among the all-time classics, Snow Fall remains awesome.
Tough to do it justice here. It’s just
one of those pieces you have to see
(or see again). Truly amazing stuff.
A story you experience
Now among the all-time classics, Snow Fall remains awesome.
Tough to do it justice here. It’s just
one of those pieces you have to see
(or see again). Truly amazing stuff.
View It
Inside jokes for loyal readers.
Something extra for your favorites.
Inside jokes for loyal readers.
Something extra for your favorites.
The Game of Thrones
theme “newsjacks” the
topic, appealing to a
broad audience.
Inside jokes for loyal readers.
Something extra for your favorites.
The Game of Thrones
theme “newsjacks” the
topic, appealing to a
broad audience.
But hidden away for
those who spend more
time and dive deeper
are some jokes for
industry insiders.
Inside jokes for loyal readers.
Something extra for your favorites.
View It
The Game of Thrones
theme “newsjacks” the
topic, appealing to a
broad audience.
But hidden away for
those who spend more
time and dive deeper
are some jokes for
industry insiders.
A motherfreakin’ pig.
A motherfreakin’ pig. 
On a motherfreakin’ surfboard.
A motherfreakin’ pig. 
On a motherfreakin’ surfboard.
A motherfreakin’ pig. 
On a motherfreakin’ surfboard.
Remove a brand from a piece. Does it still hold
up? That’s content. If not, it’s a commercial.
GoPro’s video is pure, unadulterated story.
A motherfreakin’ pig. 
On a motherfreakin’ surfboard.
View It
Remove a brand from a piece. Does it still hold
up? That’s content. If not, it’s a commercial.
GoPro’s video is pure, unadulterated story.
Happy Creating!
Get 1 example of awesome content
marketing in your inbox each weekday
in this bite-sized newsletter.

Subscribe and get your first example right away.
Subscribe to
The Daily Content

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Content Marketing X-Rays: Hidden Elements That Make Great Content Work

  • 1. Content Marketing X-Rays The Hidden Details That Make Each Piece Just Plain Work
  • 3. The only reason lots of us got into content marketing Confession Time!
  • 4. Confession Time! The only reason lots of us got into content marketing is that one word.
  • 6. We thought… “Perfect! I like to write, design, record, film, and otherwise create things.”
  • 7. We thought… “Perfect! I like to write, design, record, film, and otherwise create things.” - Corey J. Content
  • 8. So we always start with this stuff:
  • 9. •  The Audience •  The Experience •  The Quality •  The Creativity •  The Piece Itself So we always start with this stuff:
  • 10. •  The Audience •  The Experience •  The Quality •  The Creativity •  The Piece Itself So we always start with this stuff: Which makes us better at this stuff:
  • 11. •  The Audience •  The Experience •  The Quality •  The Creativity •  The Piece Itself So we always start with this stuff: Which makes us better at this stuff: •  The Subscribers •  The Leads •  The Process •  The Marketing •  The Practice Itself
  • 12. We believe in the power of quality, craft-driven work.
  • 13. We believe in the power of quality, craft-driven work. Unfortunately, many marketers obsess over, well … not that.
  • 14. Content Farm We believe in the power of quality, craft-driven work. Unfortunately, many marketers obsess over, well … not that.
  • 17. Content marketing is m a t u r i n g
  • 18. Content marketing is m a t u r i n g Aw, nuts
  • 19. Content marketing is m a t u r i n g Marketers can’t rely on being first. (someone else already was)
  • 20. Content marketing is m a t u r i n g Marketers can’t rely on being first. Nor can we rely on being loudest. (someone else already was) (readers are already overwhelmed)
  • 21. We have to be genuinely good at this. Content marketing is m a t u r i n g Marketers can’t rely on being first. Nor can we rely on being loudest. (someone else already was) (readers are already overwhelmed)
  • 22. Content marketing is m a t u r i n g We have to be genuinely good at this. Marketers can’t rely on being first. Nor can we rely on being loudest. (someone else already was) (readers are already overwhelmed) Must know how to create well, not just market well.
  • 24. We’ve got tons of support here… Planning Production Distribution Analysis
  • 25. But not so much here… Planning Production Distribution Analysis
  • 26. To help, I created this: A bite-sized newsletter to help marketers master the craft of content creation – 1 example of awesome content sent daily.
  • 27. To help, I created this: A bite-sized newsletter to help marketers master the craft of content creation – 1 example of awesome content sent daily. I’m Jay Acunzo (Google, HubSpot, NextView Ventures) * *
  • 28. To help, I created this: A bite-sized newsletter to help marketers master the craft of content creation – 1 example of awesome content sent daily. You can join the newsletter here.
  • 29. To help, I created this: A bite-sized newsletter to help marketers master the craft of content creation – 1 example of awesome content sent daily. You can join the newsletter here. The following examples are from The Daily Content.
  • 30. A better way to do link roundups “Easy to create” shouldn’t mean “poorly done”
  • 31. A better way to do link roundups Recurring info for each link like “In a Sentence” improves the experience. “Easy to create” shouldn’t mean “poorly done”
  • 32. A better way to do link roundups Recurring info for each link like “In a Sentence” improves the experience. The Adventure Ratings prompt readers to eagerly scan the post. “Easy to create” shouldn’t mean “poorly done”
  • 33. A better way to do link roundups Recurring info for each link like “In a Sentence” improves the experience. The Adventure Ratings prompt readers to eagerly scan the post. Gorgeous, full-bleed imagery immediately tells readers: This is a high-quality, premium article – not an afterthought like many roundups. “Easy to create” shouldn’t mean “poorly done”
  • 34. A better way to do link roundups Recurring info for each link like “In a Sentence” improves the experience. The Adventure Ratings prompt readers to eagerly scan the post. Gorgeous, full-bleed imagery immediately tells readers: This is a high-quality, premium article – not an afterthought like many roundups. View It “Easy to create” shouldn’t mean “poorly done”
  • 35. A stress-free, beautiful SlideShare In a noisy content ecosystem, being quiet stands out.
  • 36. A stress-free, beautiful SlideShare In a noisy content ecosystem, being quiet stands out. Minimal design is popular, but it can also help content stand out. The “native” experience on SlideShare is cluttered. The whitespace attracts readers better than louder covers.
  • 37. A stress-free, beautiful SlideShare In a noisy content ecosystem, being quiet stands out. Minimal design is popular, but it can also help content stand out. The “native” experience on SlideShare is cluttered. The whitespace attracts readers better than louder covers. The hand-drawn cartoons support the narrative but do so without the aforementioned clutter, which would have been an easy trap.
  • 38. A stress-free, beautiful SlideShare In a noisy content ecosystem, being quiet stands out. Minimal design is popular, but it can also help content stand out. The “native” experience on SlideShare is cluttered. The whitespace attracts readers better than louder covers. View It The hand-drawn cartoons support the narrative but do so without the aforementioned clutter, which would have been an easy trap.
  • 39. A story you experience Now among the all-time classics, Snow Fall remains awesome.
  • 40. A story you experience Now among the all-time classics, Snow Fall remains awesome. Tough to do it justice here. It’s just one of those pieces you have to see (or see again). Truly amazing stuff.
  • 41. A story you experience Now among the all-time classics, Snow Fall remains awesome. Tough to do it justice here. It’s just one of those pieces you have to see (or see again). Truly amazing stuff. View It
  • 42. Inside jokes for loyal readers. Something extra for your favorites.
  • 43. Inside jokes for loyal readers. Something extra for your favorites. The Game of Thrones theme “newsjacks” the topic, appealing to a broad audience.
  • 44. Inside jokes for loyal readers. Something extra for your favorites. The Game of Thrones theme “newsjacks” the topic, appealing to a broad audience. But hidden away for those who spend more time and dive deeper are some jokes for industry insiders.
  • 45. Inside jokes for loyal readers. Something extra for your favorites. View It The Game of Thrones theme “newsjacks” the topic, appealing to a broad audience. But hidden away for those who spend more time and dive deeper are some jokes for industry insiders.
  • 47. A motherfreakin’ pig. On a motherfreakin’ surfboard.
  • 48. A motherfreakin’ pig. On a motherfreakin’ surfboard.
  • 49. A motherfreakin’ pig. On a motherfreakin’ surfboard. Remove a brand from a piece. Does it still hold up? That’s content. If not, it’s a commercial. GoPro’s video is pure, unadulterated story.
  • 50. A motherfreakin’ pig. On a motherfreakin’ surfboard. View It Remove a brand from a piece. Does it still hold up? That’s content. If not, it’s a commercial. GoPro’s video is pure, unadulterated story.
  • 51. Happy Creating! Get 1 example of awesome content marketing in your inbox each weekday in this bite-sized newsletter. Subscribe and get your first example right away. Subscribe to The Daily Content