What can Don Draper teach us about Creating Content

Yes, I was a Mad Men fan. Everything that needs to be said about the show has already been said, by people with larger expense accounts than mine.

Seeing a distilled wisdom presented in the infographic below, I realise how much it told us about the creative process and you can easily apply this to modern content creation. Not only that but I like how it takes apart the process.

The thing that resonates with me, is “get in the frame of mind”. Storytelling is a natural, innate skill that most humans have buried just beneath the surface. It’s not so much mechanical as it is printed in our DNA, we simply need to feel it.

Of course, language is mechanical and rule based, but too many rules stifle the creativity. If Don Draper taught us anything it was that if you never break the rules, you will never fulfil your creativity.

Courtesy of: Copy Hackers

Mad Men Copywriting Crash Course

Tribal Content will help your SEO

Tribal Content

You need to get tribal with your content marketing.

No Longer is SEO about building that one massive link

And as I have been talking about for a while now, it’s about building your Tribe.

The tribe is your main focus, not links. Links come because of the tribe.

The tribe builds the brand.

The tribe in many ways is the brand.

Look at my post on cognitiveSEO regarding how Shopping Comparison sites are using various tribes to build out their content marketing strategy.

Their keyword is the BRAND.

You get people to talk about your brand.

The conversations I am having with other SEOs is that this is what Google is looking at. We need more research on this and I am definitely going to be looking more into it.


Find out what your tribe is about.
Use other tribes to increase the power of your own tribe.

In the meantime, smoke a peace pipe and chill.

Pic source

Creative Infographic Example

You take something that is very funny, “Alan Partridge”.
You add a hard to “get links”, subject like “retirement”.
You then add the mechanics and methodology of infographic creation and you have a tasy bit of content marketing.

From myretirementoptions.com

In my recent article about creating links for boring industires, for cognitiveSEO, I detail the process of doing this.

Creative thinking in content marketing is very hard, as you have to keep producing content at an ever increasing rate. And as Mitch Joel has cheekily suggested Content Marketing is Dead, it isn’t of course and never will be. But he uses the thought to intelligently explore a different way of thinking about content marketing and comes up with the line…

They want to feel like the finished products deserves its space in the book store… or on your Kindle. Authors only publish things that have real value.

Think about this. Take a published author and commission them to write a 30,000 word book to be published for Amazon Kindle. It would probably cost the same as a few infographics. I don’t see anyone doing that right now.

But we will.

Having created a short and snappy, but highly useful book with actionable content, I know how such a think raises your profile.

Instead of knocking out the odd blog post, commission a book.
Are any of your competitors doing this?

If you need help with this matter or any other content marketing issue, get in touch and I will tell you a few other cool things you could do that your competitors are not.

A Content Creation Course

Content creation machine

We create content to get links.

We create linkbait to get links.

Linkbait is about content not about links.

Links are the result, not the production. You produce content to get links, you do not build links you build content. (lets get away from this mindset of building links and focus on the reality that is building content for human beings to read)
Content That solves problems gets links

We are not in the seo, link building, web master business, we are in the solving problem business.
The reader is looking for solutions, not content. Linkers love solutions. (It may be content, but is it a solution. (We need to adopt the mind set of problem solvers, not web masters).

Content as a term is an abstract, solutions is the specific focus that works.

To be able to publish solutions you must first know the problem. These are the problems within your niche.
To know the problem you must know your niche.

You don’t have to know your niche, but you should know someone who knows your niche. Publishing solutions can be outsourced.
General information has little or no value , solutions that address specific problems has high value. Intensive research can produce all the problem solving content you will need. Again, this can be outsourced.

Outsourcing, your team must include someone who is an expert in your niche.

You cannot dominate a niche unless you have someone on your team who is an expert, or better still, you are the expert.

The strategic aim is to dominate the niche, we do this by being useful.

The Extremely Useful Content Creation Course
by Lyndon Antcliff

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Image source