Content Marketing Teardown: Elon Musk’s Master Plan, Part Deux

The return of the king.

More precisely, the return of the content marketing king that brought us:

10 years ago.

Where has this traffic hungry, content marketer been for the past 10 years?

I’m not sure…

But one thing is clear.

This guy has been guest posting, developing his “Morrow Close” and studying Buzzfeed headlines.

And this 10 years of study has been PUMPED into his latest release.

I mean, even back then, he was dropping addictive, sarcastic and highly clickable headlines.

And now he’s back.

He’s back with a nonchalance, kind of like he drafted this post in Outlook and then just threw it over to 1 of his 4 secretaries to:

“Bang this up on the blog please Doris”:

Anyway, enough of this, let’s tear this bad boi down into 6 categories:

  • Story
  • Conversion
  • Design
  • Structure
  • Virality
  • Comedic value

STORY — 4/5

He opens with the 4 world changing bullets from 10 years ago…

He closes with the 4 updated bullets that will inevitable change the world in the next couple of years.

NO NEED TO provide an inspiration call to action in the style of Jon Morrow.

NO NEED TO mention your new content marketing friends (with big lists) so they have an incentive to share.

NO NEED TO ease your readers in with a simple to read, short lined intro.

It seems like Elon is ignoring everything we’ve been taught, but for some reason it works?


Not sure if you had the time to read my recent post on converting readers to subscribers:

Yes, you’re changing the world, I still don’t give a f*ck about your newsletter:

How about an eBook on:

“The 5 Simple Ways Tesla Will Change The World In The Next 3 Years (Without Depleting Natural Resources)”

Guaranteed higher conversion rate.

DESIGN — 2/5

I’m sorry Elon, if you presented me with a popup to submit my email for a preview of Master Plan Part Trois, you would be converting at 45%, but the language selector?

I know you have a popular website but surely you’re going to get higher conversion by auto changing language to IP address?

Moving on…

I was BEGGING to share this bad boi as I rolled down the page, let’s get some scrolling share icons for those readers that don’t reach to the bottom and somehow notice these minuscule icons:

Yet, I did end up share and to my HORROR, the social tags weren’t set such that I get a nice little image and summary for my Facebook friends:




Like part one, we have some H2 headings pressed in there for easy guidance, though not sure if they’re SEO optimised.

That said, each subhead does match up to the bullets listed in the summary, which let’s face it, i pretty hard hitting.

The only other point I would raise is that those paragraphs are a little too beefy.

I just don’t want to get stuck into a paragraph of this length:

Let’s cut those up a little…



Enough said.


The first master plan that I wrote 10 years ago is now in the final stages of completion. It wasn’t all that complicated and basically consisted of…

1. Create a low volume car, which would necessarily be expensive

2. Use that money to develop a medium volume car at a lower price

3. Use that money to create an affordable, high volume car


4. Provide solar power. No kidding, this has literally been on our website for 10 years.

You see, to a normal reader, this may seem like a ridiculous statement…

But to us content marketers we know the score here.

Not that complicated… I’ll just create a low ticket item to collect some cash.

Use that to buy more traffic (and time) to develop the high ticket offer and BOOM — big profits.

In summary, this content marketing player has come back into the game with MAD content…

But it seems like he has spent the last 10 years doing something else… other than studying the latest technology /trends in content marketing…

Not sure what…

(Rumour has it that Elon scrapped the Tesla ad budget because he started implementing the Free Traffic Forever Formula, find out what all the fuss is about here.)