Stop Kanye'ing Your Audience
A great example Wil gave was how Serious Eats' guide to grilling steaks improved his steak grilling game, made him smarter about steak cuts, techniques, etc., and helped him impress friends and family. So, when the site showed products from affiliates — like a grill or charcoal chimney — he wasn't put off by it because Serious Eats had already earned his trust.
"Content levels me up," he explained
So ask yourself: Is your content leveling people up? Or are you Kanye'ing them with pop-ups they don't want, sales pushes they don't need and no content that helps them be the best version of themselves.
Because if you are, another marketer is going to be the Beyonce to your Taylor Swift customer.
Do yourself a favor: The awesome folks at Conductor have made the C3 keynote videos available, so check out Wil's right here:
And I dare you to not get a little marketing crush on him and his mad presentation skills.