Creating and Marketing Content - by finding something YOU can do.
Most methods of content are covered, so that you can pick one and get started with it.
2. Goals for this Session
You will leave this session with
• An outline of the content you will create
• Confidence with what the next steps are
for you to create it, and
• A decision about how you will distribute it
3. Assumptions
• People do business (engage) with people
they know, like and trust
• That this occurs over time
• That this takes work ! & , however
choosing the right topic, the right method
and best distribution method for you will
make it fun.
4. What is content?
• Podcasts
• Youtube
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Pinterest / Images / Infographics
• Guest blog posts
• Interviews
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
5. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Pinterest / Images / Infographics
• Guest blog posts
• Interviews
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
6. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Pinterest / Images / Infographics
• Guest blog posts
• Interviews
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
7. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Pinterest / Images / Infographics
• Guest blog posts
• Interviews
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
8. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Pinterest / Images / Infographics
• Guest blog posts
• Interviews
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media
9. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
10. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint Presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
http://itsdevelopmental.com/2012/if-ever-there-was-a-reason-to-aggregate-filter-and-curate-content/
11. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media
http://www.smartinsights.com/plantosucceed/
12. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
13. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
14. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• Workshops and Presentations
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
15. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• Workshops and Presentations
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
16. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• Workshops and Presentations
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
17. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• Workshops and Presentations
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
18. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• Workshops and Presentations
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
19. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• Workshops and Presentations
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
20. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• Workshops and Presentations
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
21. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• Workshops and Presentations
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Reports
• Within social media – Twitter conversation, FB conversation, Linked In
22. What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comment
• Images / Infographics
• Guest blog posts
• Interviews
• Workshops and Presentations
• How to guides
• Testimonials
• Case Studies
• Email Newsletters
• Ebooks
• Webinars
• Within social media
– Twitter conversation, FB conversation, Linked In
23. Consider this ..
Have you ever had an email, a status update or blog post
and thought
• “What rubbish! or
• Tell someone who cares, or
• Why am I receiving this??? or
• How annoying!!
Don’t be that person!
24. Ask yourself the hard questions…
• Who am I talking to?
• What problems are they dealing with /
trying to solve?
• What does s/he need most? What
information are they searching for?
• How can I help?
25. Exercise – getting started on YOUR
content
• Go through your
sheet and answer
those questions.
• I will go though each
section and pause so
you can fill it out
26. Preliminary Questions
Who am I talking to?
• You are NOT talking to everyone!
• Pick one customer segment and define
them well
• Create a ‘cardboard cutout’ in your mind
about what this customer looks like, and
their life situation, in order to be answer
the next questions… give them a name
27. Preliminary Questions
What problems are they dealing with /
trying to solve?
• Take some time to think about this
• Draw on your experience of existing
customers or
• Take time to listen in on {online + offline}
conversations
28. Preliminary Questions
What does s/he need most? What
information are they searching for?
• Pause and consider
• Write it down
• Ask the person next to you for help
29. Preliminary Questions
How can I help?
• Having the answers to the above
questions, what knowledge, skills and
resources do you have that can help (& I
don’t mean your Product or Service)
• Content is {generally}*about marketing
not sales. However great content
marketing makes sales much easier.
*more about that later
30. Lets change tack and look at a case
study
http://www.copyblogger.com/ryan-masters-case-study/
Read article and go over lessons learnt, and
see if this helps you going back over your
answers
31. For content to be effective it needs to
• Be of high quality (commit to the process,
quality not quantity)
• Be relevant (know your audience)
• Be contextual (be where your clients ARE)
• Contribute to the Know, Like, Trust Vault
33. Don’t mix up your messages
You should either
• Be providing something
of value or
• Asking them to buy
Don’t confuse people by
mixing up these two
messages
34. Content by Skill Set / Resources
• Be less ambitious & more practical
(do something you are likely to
succeed with)
• Under-promise and over-deliver,
as trust will be undermined if you
promise and then don’t deliver
• Start small, build confidence,
competence before you know
what you can commit to regularly
• Generally one or two channels are
better than many unless you have
a huge team!
35. Leverage Content
• Create once, repurpose segment
• Create once, distribute multiple
channels
• Curate and Comment as Content
• Content, Community,
Conversation
• Controversy as Content
36. Important point about outsourcing
content
• Your content is your strategy and proof for achieving the
‘know, like and trust’ needed to convert leads into
clients
• Getting help with what you are not good at is important,
but the ideas and knowledge must come from YOU, or
someone as skilled / knowledgeable within your
business
• I often get asked …“I have purchased this newsletter
content from somewhere and want to email it out to my
clients…”
37. YOUR content
• Choose topic
• Choose method
• Choose distribution
• Outline
• Next steps
38. Extra help
• Polaris – 4 hour mentoring session
• Developing understanding of your customer
• Marketing message
• Rhys Moult, Polaris Centre 8260 8205
• Onlineiq – automated marketing sequences and
systems, websites, online marketing
www.onlineiq.biz, 0413 606 463
• Go to facebook.com/onlineiq and Like in order to
view new resources posted up
40. Where you can get help with content
• Local Copywriters
• http://www.copyriot.com.au
• http://www.wickedcowmarketing.com.au/
• Online Services https://www.ebyline.com/ (there are MANY others)
• Images
• www.depositphotos.com, www.flickr.com (creative commons for images)
• Image editing
• www.picmonkey.com
• www.fiverr.com for many graphic, and technical tasks
• www.haikudeck.com (app for beautiful presentations with images)
Notas do Editor
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Jonathan Hindshaw,
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….
Eg. Drug rehab – they show me no respect…. And a fight would break out… As if respect was a given…. Normal respect; greater respect ….