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UNTHINKABLE:
How the World’s Most Creative
Content Marketers Do What
Others Wouldn’t Dare
Jay Acunzo
Content Creation
@jay...
unthinkable.fm
unthinkable.fm
WHAT IS THE
BEST PRACTICE?!
unthinkable.fm
unthinkable.fm
unthinkable.fm
12:30
12:30
12:30
12:30
12:30
12:30
12:30
12:30
12:30 12:30 12:3
12:3
12:30
12:30
12:30
12:30
12:30
12:30
1...
unthinkable.fm
You’re stuck at
pretty good, Doc!
unthinkable.fmunthinkable.fm
unthinkable.fm
what the
data says
worked
unthinkable.fm
what the
data says
worked
what your
intuition says
could work
The Unthinkable
unthinkable.fm
David Cancel @dcancel
Co-founder & CEO, Drift
unthinkable.fm
Drift’s Content Marketing
unthinkable.fm
unthinkable.fm
• Gated content: 200/month.
• Ungated: 500/month.
unthinkable.fm
• Grew 30% in May.
• Grew 35% in June.
unthinkable.fm
unthinkable.fmunthinkable.fm
unthinkable.fm
“If we put on a prospect’s hat —
remember, we’re all committed to being
customer-centric, right? — this act...
unthinkable.fm
“If we put on a prospect’s hat —
remember, we’re all committed to being
customer-centric, right? — this act...
unthinkable.fmunthinkable.fm
unthinkable.fm
unthinkable.fm
unthinkable.fmunthinkable.fm
unthinkable.fm
unthinkable.fm
+
Your
Audience
Your
Product
=
Courtesy UserOnboard.com
unthinkable.fm
unthinkable.fm
what the
data says
worked
what your
intuition says
could work
unthinkable.fm
what the
data says
worked
what your
intuition says
could work
Not so scary
unthinkable.fm
AdWords
unthinkable.fm
unthinkable.fm
Treating content
like this is
dangerous.
unthinkable.fm
unthinkable.fm
unthinkable.fm
unthinkable.fm
unthinkable.fm
“Our quest to automate everything has left
us out of touch with our customers.
Marketing has become more ab...
unthinkable.fm
Finn Dowling
Writer & Marketer
Humane Society of
Silicon Valley
Eddie
The Dog
Puppy Adoption Wish List:
 Loves children
Eddie
The Dog
Puppy Adoption Wish List:
 Loves children’s fingers
Eddie
The Dog
Puppy Adoption Wish List:
 Loves children
 Hates other dogs
 Barks uncontrollably
Eddie
The Dog
’s fingers
Eddie
Puppy Adoption Wish List:
 Loves children
 Hates other dogs
 Barks uncontrollably
The Terrible
’s fingers
Like to go for walks in dog infested areas?
Enjoy the dog park? Keep walking. He goes zero to Cujo
in 0.5 seconds.
Want yo...
32,000 6,300
Over 7 million reached
Finn Dowling
• Didn’t start at the end result.
• Didn’t simply present the facts.
• Wrote something she enjoyed.
Finn Dowling
• Didn’t start at the end result.
• Didn’t simply present the facts.
• Wrote something she enjoyed.
“Most she...
unthinkable.fm
unthinkable.fm
• 1 post per weekday
• 1,000 total (4 years)
• Awesome things only
Neil Pasricha
@1000Awesome
unthinkable.fm
unthinkable.fm
50,000 visitors per day
unthinkable.fmunthinkable.fm
unthinkable.fm
unthinkable.fm
unthinkable.fm
• 1 post per weekday
• 1,000 total (4 years)
• Awesome things only
Neil Pasricha
@1000Awesome
Mikael Cho
@m...
unthinkable.fm
unthinkable.fm
50,000 visitors in 10 min  Customers
5M uniques & 1B views
= #1 customer source
unthinkable.fmunthinkable.fm
unthinkable.fm
unthinkable.fm
unthinkable.fm
unthinkable.fm
unthinkable.fm
AdWords
unthinkable.fm
what the
data says
worked
what your
intuition says
could work
Crazytown, USA
(Population: Jay)
unthinkable.fm
shortcut
culture
love creating
for its own sake
unthinkable.fm
“art” is the
wrong idea
real artists ship
and stand out
unthinkable.fm
factory
teams
tinker on the side
& be irreplaceable
unthinkable.fm
WHAT IF WE
CRAFTED
OUR OWN?
unthinkable.fm
Learn More & Keep in Touch:
MonumentalShift.com/Jay-Acunzo
Jay Acunzo
@jayacunzo | #ContentJam
New Story
Every Monday:
Content Jam 2016: Unthinkable: How the World’s Most Creative Content Marketers Do What Others Wouldn’t Dare with Jay Acunzo
Content Jam 2016: Unthinkable: How the World’s Most Creative Content Marketers Do What Others Wouldn’t Dare with Jay Acunzo
Content Jam 2016: Unthinkable: How the World’s Most Creative Content Marketers Do What Others Wouldn’t Dare with Jay Acunzo
Content Jam 2016: Unthinkable: How the World’s Most Creative Content Marketers Do What Others Wouldn’t Dare with Jay Acunzo
Content Jam 2016: Unthinkable: How the World’s Most Creative Content Marketers Do What Others Wouldn’t Dare with Jay Acunzo
Content Jam 2016: Unthinkable: How the World’s Most Creative Content Marketers Do What Others Wouldn’t Dare with Jay Acunzo
Content Jam 2016: Unthinkable: How the World’s Most Creative Content Marketers Do What Others Wouldn’t Dare with Jay Acunzo
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Content Jam 2016: Unthinkable: How the World’s Most Creative Content Marketers Do What Others Wouldn’t Dare with Jay Acunzo

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Marketers today can measure everything, and we turn this obsession with measuring things into best practices to follow.
But then we attend these events or read industry blogs and marvel at big, unique, creative things awesome brands and innovative marketers do, and we think, “Wait a sec — there’s no best practice for launching an internal newsroom staffed by monkeys who are also Instagram influencers! How did they DO that?! How can WE do that?! And why can’t I be more creative in MY work?”
Good news: The era of the create-first content marketer is upon us. But to bet on your creativity, it takes a leap that to some seems scary but to others seems like a fulfilling career. So the only question you need to answer is … Are you ready to do the Unthinkable?

Publicada em: Marketing
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Content Jam 2016: Unthinkable: How the World’s Most Creative Content Marketers Do What Others Wouldn’t Dare with Jay Acunzo

  1. 1. UNTHINKABLE: How the World’s Most Creative Content Marketers Do What Others Wouldn’t Dare Jay Acunzo Content Creation @jayacunzo | #ContentJam
  2. 2. unthinkable.fm
  3. 3. unthinkable.fm WHAT IS THE BEST PRACTICE?!
  4. 4. unthinkable.fm
  5. 5. unthinkable.fm
  6. 6. unthinkable.fm 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:3 12:3 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30 12:30
  7. 7. unthinkable.fm You’re stuck at pretty good, Doc!
  8. 8. unthinkable.fmunthinkable.fm
  9. 9. unthinkable.fm what the data says worked
  10. 10. unthinkable.fm what the data says worked what your intuition says could work The Unthinkable
  11. 11. unthinkable.fm David Cancel @dcancel Co-founder & CEO, Drift
  12. 12. unthinkable.fm Drift’s Content Marketing
  13. 13. unthinkable.fm
  14. 14. unthinkable.fm • Gated content: 200/month. • Ungated: 500/month.
  15. 15. unthinkable.fm • Grew 30% in May. • Grew 35% in June.
  16. 16. unthinkable.fm
  17. 17. unthinkable.fmunthinkable.fm
  18. 18. unthinkable.fm “If we put on a prospect’s hat — remember, we’re all committed to being customer-centric, right? — this actually seems, well, pretty nice.” Scott Brinker Editor, Chief Marketing Technologist
  19. 19. unthinkable.fm “If we put on a prospect’s hat — remember, we’re all committed to being customer-centric, right? — this actually seems, well, pretty nice.” Scott Brinker Editor, Chief Marketing Technologist
  20. 20. unthinkable.fmunthinkable.fm
  21. 21. unthinkable.fm
  22. 22. unthinkable.fm
  23. 23. unthinkable.fmunthinkable.fm
  24. 24. unthinkable.fm
  25. 25. unthinkable.fm + Your Audience Your Product = Courtesy UserOnboard.com
  26. 26. unthinkable.fm
  27. 27. unthinkable.fm what the data says worked what your intuition says could work
  28. 28. unthinkable.fm what the data says worked what your intuition says could work Not so scary
  29. 29. unthinkable.fm AdWords
  30. 30. unthinkable.fm
  31. 31. unthinkable.fm Treating content like this is dangerous.
  32. 32. unthinkable.fm
  33. 33. unthinkable.fm
  34. 34. unthinkable.fm
  35. 35. unthinkable.fm
  36. 36. unthinkable.fm “Our quest to automate everything has left us out of touch with our customers. Marketing has become more about gaming systems or get-rich-quick schemes. You can’t build something big by doing things the same way as everyone else.”
  37. 37. unthinkable.fm
  38. 38. Finn Dowling Writer & Marketer Humane Society of Silicon Valley Eddie The Dog
  39. 39. Puppy Adoption Wish List:  Loves children Eddie The Dog
  40. 40. Puppy Adoption Wish List:  Loves children’s fingers Eddie The Dog
  41. 41. Puppy Adoption Wish List:  Loves children  Hates other dogs  Barks uncontrollably Eddie The Dog ’s fingers
  42. 42. Eddie Puppy Adoption Wish List:  Loves children  Hates other dogs  Barks uncontrollably The Terrible ’s fingers
  43. 43. Like to go for walks in dog infested areas? Enjoy the dog park? Keep walking. He goes zero to Cujo in 0.5 seconds. Want your kids to grow up with a full complement of fingers and toes? Not the dog for you. “
  44. 44. 32,000 6,300 Over 7 million reached
  45. 45. Finn Dowling • Didn’t start at the end result. • Didn’t simply present the facts. • Wrote something she enjoyed.
  46. 46. Finn Dowling • Didn’t start at the end result. • Didn’t simply present the facts. • Wrote something she enjoyed. “Most shelter blogs make me want to stick my head in an oven.”
  47. 47. unthinkable.fm
  48. 48. unthinkable.fm • 1 post per weekday • 1,000 total (4 years) • Awesome things only Neil Pasricha @1000Awesome
  49. 49. unthinkable.fm
  50. 50. unthinkable.fm 50,000 visitors per day
  51. 51. unthinkable.fmunthinkable.fm
  52. 52. unthinkable.fm
  53. 53. unthinkable.fm
  54. 54. unthinkable.fm • 1 post per weekday • 1,000 total (4 years) • Awesome things only Neil Pasricha @1000Awesome Mikael Cho @mikaelcho “We had no money … and had 3 months worth of cash left to turn things around. If we didn’t we were toast. Done.”
  55. 55. unthinkable.fm
  56. 56. unthinkable.fm 50,000 visitors in 10 min  Customers 5M uniques & 1B views = #1 customer source
  57. 57. unthinkable.fmunthinkable.fm
  58. 58. unthinkable.fm
  59. 59. unthinkable.fm
  60. 60. unthinkable.fm
  61. 61. unthinkable.fm
  62. 62. unthinkable.fm AdWords
  63. 63. unthinkable.fm what the data says worked what your intuition says could work Crazytown, USA (Population: Jay)
  64. 64. unthinkable.fm shortcut culture love creating for its own sake
  65. 65. unthinkable.fm “art” is the wrong idea real artists ship and stand out
  66. 66. unthinkable.fm factory teams tinker on the side & be irreplaceable
  67. 67. unthinkable.fm WHAT IF WE CRAFTED OUR OWN?
  68. 68. unthinkable.fm
  69. 69. Learn More & Keep in Touch: MonumentalShift.com/Jay-Acunzo Jay Acunzo @jayacunzo | #ContentJam New Story Every Monday:

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