Content that gets to the heart of things — Ryan Kutscher // Circus Maximus

Show Notes

• 01:19
  How do you create content that gets to the heart of things?

  You have to know who you're talking to, what they care about, and why your proposition holds value for them.
• 01:29
  Mistakes people are making with content

  We overthink so much of this stuff. But we try to make it seem like it's this crazy, esoteric science when it's pretty simple. What's the pain point? What's your consumer struggling with? How do we transition them into a world where they're happy?
• 02:58
  It doesnt have to be complicated to be great

  With AI brands are creating and going to market faster no need to try to convince the c-suite.
• 06:33
  Brands that are doing content well

  Vital Farms for example. Categories often have conventions that everyone starts to fall into. You just have to break one of them to be provocative or to stand out.
• 07:38
  The mindset to have to create great content always

  There's no formula that gets you there. And there's not one right campaign; there are a million different ways to answer the problem Don't fall in love too much with any one particular idea. Just try to do as many as you can, and let the algorithm sort it out.
• 11:25
  Choosing an agency to partner with

  The magic formula is to ask if they have specific expertise in exactly what youre looking for. Do they have category experience? Have they done this three times in this category to great effect? And then the third is, do they have someone that's recommended them or a trusted voice on the client side?
• 16:18
  Before you start an agency

  Pick a discipline or a demographic and go deep on that
• 17:24
  The new era of marketing

  Its the AI era. AI is the first technology that comes into the creative process that comes in our space, and tells us how to do it.