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Why Thinking Like a Poker Player Will Make You a Better Content Marketer
Transcript of Why Thinking Like a Poker Player Will Make You a Better Content Marketer
1. Who am I?
2. What's this about?
3. What's the point?
who am I?
what's this about?
Best UK agency for Content Strategy
Best UK agency for Digital Strategy (under 40 staff)
RAR Digital Awards 2014
Digital Content Development Manager, Suffolk County Council
(Hooray - go strategy!)
Rebuild in progress!
Content Strategist, Further Digital Marketing
What's the point?
Inspiration can come from anywhere - we can learn a lot by looking at how pro gamblers approach things like...
perceptions vs. reality
poker, data and content
Everything begins and ends with data
But with poker!
what is poker?
content marketing tells
Focus on what the available information
is telling you
keep it positive
researching your opponents
types of poker player...
on the evolution of content strategy
what's the best strategy?
is poker all about
the late, great
know when to
what does that mean?
data tells a story
"A game of decision-making in the face of incomplete information."
- David Sklanksy
poker tells = insight
What are Google's tells?
Evolution of semantic search
Content gap opportunities
Make content decisions with positive expected value
All decisions have a long-term expected value
= negative expectation
= positive expectation
making +ev decisions
Creating a 12-month+ strategy
'Selling' clients long-term results
Focusing on the end game
Prioritising activity over strategy
Chasing quick wins to impress clients
Knee-jerking based on early metrics
Research competitors to find out where they're outplaying you
"An inexperienced or unskilled poker player, especially such a player who loses significant amounts of money."
what's a 'fish'?
Who are they targeting?
What's their strategy?
What content are they producing?
What formats are they using?
Where are they acquiring coverage?
Create an original content strategy for every campaign
The 'calling station'
Should you always play the same way? No!
"The most adaptable poker player will survive" - Darwin*
*Not real quote
All poker games are different - and so are all content marketing campaigns:
Don't rely on branded templates
Beware general best practice tips
Create unique customer profiles
Ensure strategies are tailored
Be prepared to adapt!
It's about the 'smallball' wins
Most of your wins
should come from
Make incremental gains by following the 70/20/10 principle
70% = "bread and butter"
20% = door-stop sandwich
10% = experimental cooking
Avoiding big losses is as good as creating big wins
Obama '08: video vs. photo
Result: video =
worse than photo ($60m!)
Learn about CRO from
Don't persist with content ideas that aren't
know when to
Reasons that we just can't let go of losing content ideas...
1. It worked before
2. It was in the content audit
3. The client's already paid for it
4. It was YOUR idea
5. It's the only idea!
Don't be a cowboy - be data-led!