The document discusses lessons learned from Kevin Spacey about creating effective content marketing. It emphasizes that stories are key, and to create great stories, content should include conflict to engage audiences, be authentic to the brand's voice, and be tailored to the audience. By taking risks in crafting compelling stories, marketers can be rewarded with engaged audiences that share and discuss the content.

1. WHAT KEVIN SPACEY TAUGHT ME
ABOUT CONTENT MARKETING
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1

2. IT’S ALL ABOUT THE STORY
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 2

3. HE TAUGHT US TO NOT
JUST CREATE A STORY
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 3

4. BUT TO CREATE
A GREAT STORY
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 4

5. 1. CONFLICT
“Conflict creates tension, and tension keeps people
engaged with your story. Our stories become richer and
become far more interesting when they go against the
subtle order of things to really achieve something
different and unexpected.”
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 5

6. 2. AUTHENTICITY
“Be mindful of falling into the trap of looking for keywords or quick
hits to boost their ranking on Google. Stay true to your brand and
true to your voice and audiences will respond to that authenticity
with enthusiasm and passion.”
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 6

7. 3. THE AUDIENCE
“The device and the length are irrelevant to the story – Audiences have spoken.
They want stories! They’re dying for them. They’re rooting for us to give them
the right thing. And they will talk about it, binge on it, carry it with them to the
bus, and to the hairdresser, force it on their friends, tweet, blog, Facebook,
make fan pages, silly GIFs, and God knows what else about it and engage in
with it with a passion and an intimacy that a blockbuster movie could only
dream of.”
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 7

8. AND ALL WE HAVE TO DO
IS GIVE THEM THE STORIES
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 8

9. FINAL WORD:
“It’s the risk takers that are rewarded.
“Go take some risks.
“Tell your stories. Content
marketing matters”
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 9

10. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 10

11. Kevin
Spacey
Closing Keynote
CMW Cleveland
http://www.youtube.com/wat
ch?v=NJnP2wsgnoA#t=236
Jason Dutton-Smith 11www.wordconnect.com.au @morethanroute66

12. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 12

13. @morethanroute66
jds747400@gmail.com
www.wordconnect.com.au
Jason Dutton-Smith
www.morethanroute66.com
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 13