The biggest mistake we see every day with clients struggling with attracting attention to their content is the fact they focus too much on selling or pitching their company. Your content shouldn't be about you whether it's professional or personal - if you really want to engage your target audience, focus on these the 6 guiding principles for content in this deck. About HANALI HANALI is a sales enablement agency. We focus on helping companies grow their revenue. HANALI (www.hanali.co) is part of the Now Creative Group. This slide deck was created by Ali Hanif, CEO of HANALI and Roxanna Munoz, Designer at HANALI. If you have any questions, comments or feedback, please send us an email at Team@Hanali.co

1. C O N T E N T :
It’s Not About You

2. G U I L T B Y
ASSOCIATION
When you are the one creating and putting
great content in the world it:
Attracts attention,
Establishes rapport,
Makes you look good
All of which boosts your Personal Brand.

3. #TheSix
GUIDING
PRINCIPLES

4. Just because you think your blog content is
great, doesn’t mean your target audience will.
1IT’S NOT
ABOUT YOU

5. REVERSE
ENGINEERING
Start with who this content is for:
Your Customer
BE HYPER-SPECIFIC
-What is my ideal company?
-Who is my ideal buyer?
-How do I reach them?
REVERSE
ENGINEER
Start with who this content is for:
Your Customer
BE HYPER-SPECIFIC
-What is the workflow of my ideal buyer?
-What challenges do they face?
-How do I reach them?

6. FOCUSON PROBLEMS
Whenyoufocusontheproblemsofyourcustomer
they are more likely to listen, engage and act on
your advice.

7. REVERSE
ENGINEERING
Start with who this content is for:
Your Customer
BE HYPER-SPECIFIC
-What is my ideal company?
-Who is my ideal buyer?
-How do I reach them?
LINKEDIN
EXAMPLE
• Thisarticlewaswrittenaboutthechallengeentrepreneurs
have with customer retention, its specifically for them.
• Itwaswrittenwithnomorethan400wordsforeasyreading
on a mobile phone, no stock photos were used.
• Notice the title is framed directly at the reader “You Are
Not Alone”

8. REVERSE
ENGINEERING
Start with who this content is for:
Your Customer
BE HYPER-SPECIFIC
-What is my ideal company?
-Who is my ideal buyer?
-How do I reach them?
ADDICTED
TO INSIGHT
Clients want to hear about what the market and
their competitors are doing. They are addicts.

9. 2
THINK LIKE A PUBLISHER
Just because you think your blog
content is great doesn’t mean your
target audience will.

10. • What their viewers want
• What the best distribution channels are
• What the best format is to deliver their content
• How to make their content easy to digest
• How can we build a more loyal audience
WHAT PUBLISHERS
THINK ABOUT

11. Tiny Hearts Going
All-In On Medium
Robleh Jama, founder of Toronto digital design
studio Tiny Hearts, found his audience of other
designers, developers and startups on Medium.
They have built a loyal following on Medium,
so much so that their entire company blog is
published exclusively on this free blog platform.

12. BUSINESS INSIDER
PICKED IT UP
Robleh’s post on making successful iOs apps,
was so popular on Medium that Business
Insider picked it up and featured his article
on their website.
The article had over 20,000 hits.
The lesson here is, if you publish your content
where you audience is the more like it is to
spread and attract the attention you want.

13. CURATE CONTENT
It’s not just about creating content.
You need to be able to curate it as well.

14. WHAT IS CONTENT
CURATION?
the most relevant and highest quality digital content on
a specific topic for their target market.
Content curation is when an individual
(or team) consistently
FINDS ORGANIZES ANNOTATES SHARES

15. Dave Pell, often referred to as the Editor of the
Internet consistently sends out this daily email of
the 10 top news stories.
Hegoesthroughover150mediapublicationsdaily
and picks the stories he believes his readers will
find interesting.
He creates his own headlines and commentaries
that are easy consume and entertaining to read -
He has his own unique style and voice.

16. 3ALWAYS
DELIVER
VALUE
DON’T
Create content you think is important
INSTEAD
Create content your customers need

17. DON’TFAKE EMPATHY
Create content that will make you money
Create content to help your customers
make money
DON’T
INSTEAD

18. REVERSE
ENGINEERING
Start with who this content is for:
Your Customer
BE HYPER-SPECIFIC
-What is my ideal company?
-Who is my ideal buyer?
-How do I reach them?
DELIVER VALUE
CONSISTENTLY
CUSTOMERSTRUST BRANDSTHATDELIVERCONSISTENTLY.
Don’t be a one hit wonder
QUALITY CONTENT
+ VALUE
+ CONSISTENCY
= BETTER LEAD GENERATION

19. 4BE
DIFFERENT
AVOID STOCK PHOTOS USE
HEADLINES THAT ATTRACT
A/B tests of headlines, with words like:
“List”
“You/Your”
“Free/Giveway”

20. Pablo is a free online website built by
Buffer a social media management
solution provider.
You can search for free images from
theirdatabaseoruploadyouownand
customize the size for use on Twitter,
Facebook or Instagram
Pablo is great for creating custom
images with text or quotes for use in
your content.

21. REVERSE
ENGINEERING
Start with who this content is for:
Your Customer
BE HYPER-SPECIFIC
-What is my ideal company?
-Who is my ideal buyer?
-How do I reach them?
TAKE
EXPERIMENT AND BE PREPARED TO FAIL
RISKS

22. I FAILED ON
MEDIUM
• I have been trying to publish a great
article on Medium.
• Ithoughtapersonalarticlethatwouldfit
intheLifeLessonscategorywouldreally
resonate with the readers on Medium.
• I spent hours playing around with the
words, title and images.
• I got just 20 views and only 25% finished
reading the whole thing.

23. SO I TRIED ON
LINKEDIN
• I could have given up but I didn’t.
• I edited my article and posted it on
LinkedIn as they had a theme on
“Life Outside Of Work.”
• I shared the article on LinkedIn and on
Twitter mentioning the LinkedInPulse
and LinkedIn accounts.
• Thearticlewaspickedupandfeaturedand
I was able to get 500 more connections.

24. 5
RESPOND TO INTEREST
If someone takes the time to like, share,
comment - it is a signal, you have their
interest, act on it!

25. EXPANDYOURNETWORK
• I have a template I use to add
people who engage with my
articles
• I mention their name, and add
a sentence based on info I find
on their profile or via common
connections
• Fastest way to grow your
network and audience

26. TRACK EVERYTHING
HubSpot Sales allows you to see exactly who is
opening your emails, where they are opening it and
on what device.

27. DETECT INTEREST
Attach.io allows you to
seewhatspecificpages
ofyourpowerpoint,PDF
orworddocyourviewer
is spending time on.

28. CONTENT TO CONTACT
Map your content to your
sales process and cycle.
UseGoogleAnalyticsonyour
websitetomakesureyouare
converting visitors.

29. 6
LEVERAGE YOUR NETWORK
Your network is a great way to test
your content. Use them as a feedback
loop. They can help you spread your
content too.

30. GETTING ON
HUFFINGTON
POST
HereishowIgotpublished
on the Huffington Post

31. SHOP YOUR
CONTENT
1. I contacted someone in my
network who had been published
in the HuffPo
2. I drafted an email to Arianna
Huffington mentioning the same
person and included topics and
samples of my writing

32. SHOP YOUR
CONTENT 3. This is what happened. I got in.
Cost = $0

33. REVERSE
ENGINEERING
Start with who this content is for:
Your Customer
BE HYPER-SPECIFIC
-What is my ideal company?
-Who is my ideal buyer?
-How do I reach them?
WE’RE DONE
LET’S MAKE CONTENT GREAT AGAIN.

34. ABOUT HANALI
We are a Sales Enablement Agency.
At HANALI we focus on one thing,
growing your revenue.
If you want to learn more about
growing your sales, drop us a line:
Team@Hanali.co
We are part of Now Creative Group.
Ali Hanif, CEO
Roxy Munoz , Designer