Building Your Content Bubble - re:group

BUILDING YOUR CONTENT BUBBLE
WORDCAMP DETROIT 2010
OCTOBER 10, 2010

Tuesday, October 19, 2010

TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.

QUICK BACK STORY: WHAT’S A PRESS RELEASE?
CONTENT SHOULDN’T BE A CHORE

©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 2



A DIFFERENT WAY TO COMMUNICATE
DIFFERENT COMMUNICATION CHANNELS = DIFFERENT FORMS OF CONTENT




BLOGGING PAINS
AVOID THE START & STOP TECHNIQUE




CONTENT DISCOVERY PHASE
IDENTIFY YOUR COMMUNICATION OBJECTIVES




THE CONTENT BUBBLE
WHAT’S THE ONE SUBJECT YOU COULD BLOG ABOUT WITHOUT ANY
HESITATION?




#1 FIND YOUR CORE SUBJECT
WHAT ALL YOUR RELATED CONTENT WILL REVOLVE AROUND




#2 IDENTIFY SUBJECTS THAT RELATE TO YOUR CORE
HAVING 2-3 IS A GOOD STARTING POINT




#3 ADD SUBJECTS YOU ARE PASSIONATE ABOUT
PASSION AND EMOTION ARE CONTENT MAGNETS




#4 WHAT KIND OF CONTENT ARE PEOPLE SHARING?
PAY ATTENTION TO THE TYPE OF CONTENT PEOPLE WANT




#5 REPEAT AND RINSE
YOUR CONTENT WILL AND MUST ALWAYS EVOLVE




EXAMPLE: ITALIAN RESTAURANT
FIND YOUR POTENTIAL AUDIENCE




DON’T BURST YOUR BUBBLE
WAYS TO MAKE SURE YOUR CONTENT IS AWESOME




CONTENT IS KING, BUT LISTENING IS QUEEN!
NOT LISTENING? THEN YOU ARE GENERATING CONTENT IN A VACUUM!




• EVOLVE

BECOME A VALUABLE AND TRUSTED RESOURCE
FREELY SHARE INFORMATION AND NOT JUST YOUR INFORMATION




PROVIDE CONTENT THAT HELPS AND PEOPLE WILL WANT TO SHARE
THIS SHOULD BE A TOP OBJECTIVE




BE HUMAN - BE PERSONABLE - BE OUTSTANDING
PEOPLE WANT TO TALK WITH PEOPLE




HOW OFTEN DO I POST?
FOCUS ON QUALITY AND NOT QUANTITY




OWN YOUR CONTENT
PUT YOUR CONTENT WHERE YOU MAKE UP THE RULES




BE EASY ON THE EYES
HOW WE SEE CONTENT ONLINE IS DIFFERENT THAN HOW WE SEE IT OFFLINE




WOULD I READ THIS? WOULD I SHARE IT?
IF NO, THEN DON’T PUBLISH IT!!




HOW WE ABSORB CONTENT HAS CHANGED
CAN I READ YOUR CONTENT ON MY PHONE WHILE RIDING THE BUS?




CONTENT IS COMMUNICATION
GAIN TRUST AND LOYALTY FIRST



LET’S REVIEW?
• Step back
– Write down subjects you’d want to blog about
– Which ones stand out the most?

• Start with 2-3 related subjects and build your content
– Identify extensions of your core subject
– Add your passion

• Listen
– Pay attention to what people are sharing
– How would you do it differently?

• Be a resource
– Get people to share your content
– Be personable and help



LET’S REVIEW?
• Own your content
– Build your content hub
– Don’t rely on social networks

• Be easy on the eyes
– People skim content
– Pay attention to your layout

• Would your read your content?
– If creating content is chore - that is how it will come
across

• Content is communication
– Communicate like a human, not like a company




THANK YOU VERY MUCH!

David Murray
Director, Social Web Communications
734.327.6622
david.murray@regroup.us

Stop By and Say Hello
Follow Us On Twitter
Read Our Blog
My Twitter Profile




CHECK OUT THESE RESOURCES
David Meerman Scott
The New Rules of PR
The Gobbledygook Manifesto

Rohit Bhargava
The 5 New Rules of Social Media Optimization (SM0)

Social Media Explorer
30 Questions For Your Content Strategy

Jay Baer
Convince and Convert

Smashing Magazine
50 Free Resources That Will Improve Your Writing Skills

Copyblogger
10 Sure-Fire Headline Formulas that Work



PHOTO CREDITS

Le musée de la Communication (Berlin) Queen In Marble
Jean-Pierre Dalbéra Damian Curcio
http://www.flickr.com/photos/dalbera/ http://www.damian.curcio.com.ar/

Headache Cave Painting, Lascaux France
Marcelo Gerpe New World Encyclopedia

Contact 2 Yutaka Tsutano
Daniel Vendruscolo iPads on My Desk
www.flickr.com/photos/danieljaeger http://www.flickr.com/photos/ivyfield/

Reading
Linda Schmall



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