Breaking Bad ... Content Marketing Habits

TobyMurdock
Toby Murdock Co-Founder and CEO, Kapost

Posted on September 29th 2013

Breaking Bad ... Content Marketing Habits

Since the premiere of Breaking Bad 5 years, 8 months and 9 days agoWalter White has made some pretty terrible decisions.

He’s lied, murdered, ruined countless lives, and, not sure if you knew this, but he’s cooked a whole lot of meth.

But despite how often we scream at the television or tweet in anger after an episode, Walt is completely out of our control. Especially now, on this, the day of the final episode of Breaking Bad.

So in honor of Walt and the terrible habits he picked up while building his meth empire, I invite you to focus on something we can control: our own bad habits. And since this is a blog dedicated to content marketing, here are 6 habits we marketers need to break…badly.

1. Thinking quantity first, quality second

Obviously, Walt and Jesse cared about quantity. But what really set them apart was quality. Theirs was the best product on the market, and their popularity (and the bags/barrels full of money) grew because of it. The lesson here is obvious. If marketers continue to focus exclusively on quantity, we’ll create noise instead of results. Don’t be part of the content deluge. Take the time to create high-quality content so good, your audience can’t get enough of it.

2. Creating the same old content

Not only was Walt’s product the best, but it had a defining and unique characteristic. It was blue. The point here? Break out of creating the same old stuff everyone else is producing. If you can make your content stand out, your buyers will associate you with that particular “brand” of content, and will seek it out over that of your competitors.

3. Publishing, and not distributing

Do you think Walt could have built his empire without broad distribution? I mean, his product is in Europe now. Same principles apply in content marketing (well, minus the whole illegal, violent thing). The creation of quality content is the first step, but it won’t do anything for your organization unless you share it across multiple channels such as Twitter, LinkedIn, SlideShare, email, paid promotions, etc. And if that content is relevant to your audience, they’ll share it with their networks, too, expanding your reach.

4. Updating your editorial calendar…never

To create the perfect product for their customers, Walt and Jesse had to have the timing of each step perfectly planned, to the second. The second may not matter in this case, but mapping out the timing of marketing campaigns (including each task in the workflow) is one of the most important habits a marketer can learn. If you never update your editorial calendar with accurate due dates and deadlines, you won’t be able to create repeatable processes. Why? You won’t know how long it takes for a certain task or content asset to be completed, or for a campaign to be executed from start to finish. How long should an eBook take to produce from start to finish? How much time does your legal team need for approval? If you’re not sure, you’re probably seeing major discrepancies between the “plan” and your actual execution.

5. Blindly creating content without an audience in mind

Do your buyers actually enjoy your content? Content isn’t quite as addictive as methamphetamine (gross understatement), so if you’re going to keep people interested, you need to make sure content is entertaining, useful, and relevant to your target audience. This comes from building out your personas and the stages of the buyer’s journey, then creating content that addresses the specific interests and concerns of each of those buyers at each of those stages.

6. Ignoring sales

There are some pretty shaky relationships in Breaking Bad, from marital to business partnerships. Well, sales and marketing know something about that. Even though they’re notoriously at odds (there’s even a funny video or two about it), sales and marketing need one another to succeed. And, marketers, sales can be one of your greatest resources for content ideas that will deliver results. They’re talking to late-stage prospects every day, and understand why certain deals are won or lost. Listen to their content needs, and tap them for the questions buyers consistently ask them. This will get you even closer to creating content that your buyers truly want to consume during their journey.

Come Monday, once our tears have dried and we’ve made peace (or not) with the conclusion to this incredible series, hopefully this will help you transition from Breaking Bad to breaking bad content marketing habits.

TobyMurdock

Toby Murdock

Co-Founder and CEO, Kapost

Toby Murdock is co-founder and CEO of Kapost, which provides a content marketing platform that enables marketers to become publishers and win at the new game of marketing. Toby lives in Boulder, Colorado with his wife and three daughters. Find him on Twitter@tobymurdock / @kapost.
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Comments

Great point of view, this tips that you have shared is absolutely right and helpful.

Relevancy to your content creation is a must.

Great article with some brilliant points. I particularly agree with the point that the editorial calendar is an important element. Naturally plans will change, but your calendar needs to reflect this. To add to this point, the whole theme of the show is change, and although change hasn't gone swimmingly for any characters in the series, change doesn't necessarily have to be a bad thing. It's all about adapting to the situation (and we can certainly say that Walter White has adapted to the persona of Heisenberg!).

 

I recently wrote an article about what cult TV can teach us about content marketing - Breaking Bad is on there, along with other great shows such as The Walking Dead and Game of Thrones - do feel free to take a look: http://www.koozai.com/blog/search-marketing/cult-television-and-content-strategy/

Quality content should always be on top of your list.We have to create content for our users, not search engines. Don’t assume people will know what your website is about, spell it out for them. Keeping your content relevant and designing your website for your users is one of the best ways to get your website shared via social media which can be a great way to boost your presence on the web, and can even help boost your SEO efforts.

Content planning for your target audience and creating an editorial calendar is definitely important for any successful content marketing campaign. Another way to brainstorm for relevant topics is using a content marketing platform like Opentopic or Curata