How To Create And Share Content That Really Sells

HOW TO CREATE AND SHARE CONTENT
THAT REALLY SELLS
!
Presented by Tim Fifield and Hannah Brookes
!
25.04.14

HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14
GETTING TO KNOW YOU

SO, WHAT IS YOUR OBJECTIVE?

WHAT TODAY IS ALL ABOUT
INSPIRATION MOTIVATION IDEAS EDUCATION
SHARING FOCUS PLANNING ACTION

WHAT WILL WE LEARN TODAY?
Understanding
the needs of
your market
Writing effective
copy that
motivates action
Understanding
how Google
uses your
content
The importance
of being “the
trusted expert”
Ten power
words you
MUST use
The unmitigated
joy of Social
Media and
Blogging
Sharing some
awesome
success stories
Applying all this
and more to
your business

SO, WHAT IS ONLINE CONTENT?
WORDS IMAGES PHOTOS VIDEO
PODCASTS
INFO-
GRAPHICS
ANIMATIONS SLIDESHOWS

WHO IS YOUR CONTENT FOR?
EXISTING
CUSTOMERS
PROSPECTIVE
CUSTOMERS
INFLUENCERS
PARTNERS /
AFFILIATES
POTENTIAL
STAFF
SUPPLIERS ? ?
YO
U
R
TU
RN

WHAT IS YOUR CONTENT FOR?
!
TO START A
RELATIONSHIP
TO GET A
MEMBER/
SUBSCRIBER
ENCOURAGE
OTHERS TO
SHARE YOUR
STUFF
A NEWSLETTER
SIGN UP
BOOK AN
EVENT
TO INSPIRE
COLLABORATION
TO BUILD
TRUST AND
CONFIDENCE
TO MAKE A
SALE
YO
U
R
TU
RN

HOW DO I DELIVER MY CONTENT?
YOUR
WEBSITE
BLOGS
SOCIAL
MEDIA
EMAIL
GOOGLE APPS
OTHER
WEBSITES
SLIDESHARES

GUIDING PRINCIPALS FOR CONTENT
A I D A
ATTENTION INTEREST DESIRE ACTION

THE GOLDEN RULE OF EFFECTIVE
CONTENT IS TO REMEMBER THAT…
!
“IT’S NOT ABOUT YOU”

THE GOLDEN RULE OF EFFECTIVE
CONTENT IS TO REMEMBER THAT…
!
“IT’S ALL ABOUT THEM”

Who are your customers?
Where do they hangout online / offline?
What are they looking for?
Where do they currently buy?
What are their “hot buttons”?
YO
U
R
TU
RN

THE SILVER RULES…
YO
U
R
W
EBSITE
MAKE IT
PERSONAL
FOCUS ON
BENEFITS
REMOVE NON-
ESSENTIAL
JARGON
REMEMBER WE
ARE DRIVEN
BY EMOTION
GOOGLE APPS
OTHER
WEBSITES
SLIDESHARES

A GREAT EXAMPLE…
!
[Horsham Fitness]
!
YO
U
R
W
EBSITE

BLOGGING
!
!
!
BLO
G
G
IN
G

BLOGS ARE SUPER BECAUSE…
1. They can make you more visible in search engine results
2. They encourage people to talk about you elsewhere online
3. They can get you links
4. They help you become an authoritative voice in your industry
5. They invite feedback from your audience
BLO
G
G
IN
G

WHAT TO TALK ABOUT?
!
or more importantly...
!
WHAT DOES YOUR AUDIENCE WANT
TO READ?
BLO
G
G
IN
G

WHAT TO TALK ABOUT?
• Company News
• Industry News
• Events
• New products
• Tutorials
• Product / service demonstrations
• FAQs
BLO
G
G
IN
G

BLOGS SUCK BECAUSE...
• They are time consuming
• They are difficult if you don’t know what to say or how to
say it
• They might not be relevant to your audience
BLO
G
G
IN
G

BE RESOURCEFUL
WITH A RESOURCE
BLO
G
G
IN
G

RESOURCES ARE AWESOME
BECAUSE...
BLO
G
G
IN
G
• They are less time consuming *in the long run*
• They are long-lasting
• They boost your online authority

BLOG CASE STUDY…
BLO
G
G
IN
G
http://www.nigelsecostore.com/

RESOURCE CASE STUDY…
BLO
G
G
IN
G
http://www.aquilar.co.uk/blog/

LAST MINUTE TIPS!
BLO
G
G
IN
G
• Sub-headings are your friends
• Don’t forget: you are writing a blog post, not an essay
• Add value with pictures, videos and links
• Check your spelling!
• Include a call to action at the end

VIDEO…why bother?
!
1.8 Million Words
That’s the value of one minute of video, according to
Dr. James McQuivey of Forrester Research.
VID
EO

VIDEO…why bother?
!
100 Million
That’s the number of Internet users who watch online video each day.
And a whole of them are looking to buy a service or product.
VID
EO

VIDEO…why bother?
!
90%
The percentage of online shoppers at a major retailer’s website who said they find
video helpful in making shopping and buying decisions.
VID
EO

VIDEO…why bother?
!
80%
According to the Online Publishers Association, that’s the percentage of Internet
users who recall watching a video ad on a website they visited in the past 30
days. It gets even better. Of that 80%, 46% took the following action:
- 26% looked for more information about the subject of the video
- 22% visited the website named in the ad
- 15% visited the company represented in the video ad
- 12% purchased the specific product featured in the ad
VID
EO

VIDEO…why bother?
!
64%
That’s how much more likely website visitors are to buy a product on an online
retail site after watching a video.
!
In addition, visitors who view videos stay on the site an average of 2 minutes
longer than those who don’t view videos, comScore says.
VID
EO

VIDEO…why bother?
!
75%
Do your email subscribers drop like flies? Eloqua, an automated email marketing
provider, noted that including video in an introductory email reduced the number
of subscriber opt-outs by 75%.
!
Maintaining that contact is a vital part of establishing a relationship with
prospects.
VID
EO

VIDEO…why bother?
!
15 seconds
According to research conducted by Jun Group (2011), videos that are 15
seconds or shorter are shared 37 percent more often than those that last
between 30 seconds and 1 minute.
VID
EO

VIDEO…what will you do?
!
VID
EO

TOP TIPS…
VID
EO
• Make your title count
• Provide excellent content
• Include your URL in your video
• Brand your video (use your logo)
• Include a call to action
• Think SERIES

SOCIAL MEDIA

Where is your audience and what do they
want to hear about?

HOW FACEBOOK WORKS…

• Pictures and videos are more likely to cross the line than text
updates

• Boosting posts pushes them across into more News Feeds
This costs money so use it for posts that
will give you a return on your investment
e.g. posts about new products, that
include a link to your website, special
offers etc.

• Short and snappy is better than long and boring

• Include calls to action

• Ask questions

• Plan and schedule non-reactive content

• Check out your Insights

• Test and measure!
MORE FACEBOOK TIPS

• @username – how you identify yourself.  
Also how people talk to you

• RT – posts a copy of someone else’s tweet (it’s like an
endorsement and should be of interest to your followers)

• DM – direct message. Like sending an email (no-one else can see).
Use this for sensitive issues, sending your mobile no. etc

• #Hashtags – search term. Use to promote a given subject e.g.
#election
TWITTER GLOSSARY…

• Ask people to retweet, instead of hoping they will

• Use hashtags to start and take part in conversations…

• …but don’t use more than two in one tweet

• Talking about someone? Include their @username

TERRIFIC TWITTER TIPS…

• Want that tweet to appear in the feeds of your followers? Don’t
put @username at the beginning (rewrite the tweet or
write .@username)

• Grab attention by including hashtags, links and images

• Pictures uploaded via Twitter itself will automatically appear
(these have a link like this: pic.twi)er.com/fehruh54545)
TERRIFIC TWITTER TIPS…

OFFLINE…

Content Creation
“Creating (or sourcing) content that
brings the offline world back online”

Content Creation
Here’s how you might do that…

h)p://www.woolandthegang.com/
OFFLINE CASE STUDY…

THANK YOU FOR YOUR FULL AND
UNDIVIDED ATTENTION
!
Download this presentation at
slideshare.net

How To Create And Share Content That Really Sells

Recomendados

Recomendados

Mais conteúdo relacionado

Último

Último (20)

Destaque

Destaque (20)

How To Create And Share Content That Really Sells