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The Other C Word: Your Key to Great Content Marketing

by Doug Kessler  |  
October 9, 2013
  |  3,466 views

Most content marketing is intelligent and strategic and professional. But it's also a bit... limp. Middle-of-the-road. Safe.

That's what Velocity's recent SlideShare, "The Other C Word," is all about.

I've embedded it here—to save you googling—and then added some great examples of confident content marketing below.

When Ann Handley of MarketingProfs (annhandley.com) read "The Other C Word," she immediately added another vital ingredient that's shared by all great content marketing: Empathy.

Ann definitely has a point. Confidence without empathy is arrogance. And nobody likes arrogance.


But confidence with empathy is magic. As a reader, I'll go anywhere a confident, empathetic writer wants to take me. (But I won't get out of bed for a mealy-mouthed or self-centered writer).

Using the multiplication sign completes the equation: Confidence x Empathy = Great Content

If either value is zero, the results will be zero too. If both values are high, the results will skyrocket.


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Doug Kessler is a co-founder and the creative director of London-based B2B content marketing agency Velocity, which publishes a steady stream of content about content marketing.

Email: doug@velocitypartners.com

Twitter: @dougkessler

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  • by Sarah Bauer Wed Oct 9, 2013 via web

    To be confident in what you're talking about, you need to know what you're talking about. And that's why it's important to do your research on the topic you want to address before diving in.

    Great deck. Excellent advice.
    Cheers,
    Sarah Bauer
    Navigator Multimedia

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