Kevin Spacey Closing Keynote Highlights – Content Marketing World 2014

I know what you're all thinking what the hell am I doing here what exactly am i doing at a Content Marketing Institute annual event there is no way to say no when the founder of the Content Marketing Institute the master marketeer himself Joe itsy-bitsy blitzie calls you now Joe can sell you on just about anything Joe he called me today Kevin I get this opportunity you won't want to miss there's this little nice little event I throw every year you got to be there can you do that for me spaceman it's a real classy fair orange candy on soda and it's in Cleveland I think I'll talk about something that's really important to me and I hope to you the story is everything which means that it's our jobs to tell better stories the first important element of good storytelling is conflict conflict creates tension and tension keeps people engaged with your story this kind of conflict between who we are and what we want to be and what others may expect of us is the central thread of the human experience look into your own life and you'll see that kind of tension everywhere our stories become richer and become far more interesting when they go against the settled order of things to really achieve something different and unexpected now the second important element in storytelling is authenticity and I think a lot of content marketers need to 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 which brings us to the third and possibly most important element of any story the audience the device and the length are irrelevant to the story which is essential concept that content marketing has learned and embraced better than anyone it's no longer about who you know or how much you can afford but what you can do and 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 engage in it with a passion and an intimacy that a blockbuster movie could only dream of and all we have to do is give it to them and if I may quote our good friend Frank Underwood just one last time we worked too hard to come within an arm's reach of the prize only to have our hands cut off just before we seize it for those of us climbing to the top of the food chain there is but one rule hunt or be hunted so get your minds to work express yourselves with confidence and always remember it's the risk takers that are rewarded I thank you for having been such a attentive and warm audience I wish you all the best with the challenges that lie ahead for each and every one of you thank you and good afternoon in wrapping this whole thing up most of these corporate marketers small medium sized large brands they have to go back to their offices they've been inspired they've listened to you and they're going to get in front of their bosses saying I'm gonna go tell stories and they're going to say we have kids sell products and services so as you know the story takes time to unravel unfold what would be your recommendation for them to go back and say you know what we need that we need to talk to our customers this way I think it really starts with what story do you want to tell and if you start with what story do you want to tell everything else will follow if you start with what's my result gonna be or what do I want it to be or how do I just what story do you want to tell begin very simply and then start to build the blocks toward telling that story what's the best and most efficient and most interesting and most compelling way that I can tell that story I mean people always ask me how do you create the characters that you create my answer is I don't the writer creates them I'm an interpreter and my job is to serve the writing and if the writing is no good and not authentic and not interesting and not compelling I can't create something I'm only as good as the material I have and always keep that in mind you're only as good as the material you have good luck thank you very much thank everybody mr.

Content Marketing Institute

Kevin Spacey.

As found on YouTube

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