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ridiculousl y simple steps to making money with content

Content That Converts

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10 steps to making content that will work for your business: thinking like a blogger, personas, design patterns, end-actions and more.

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10 ridiculously simple steps to making money with content

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... with a handful of numbers, quotes and diagrams thrown in

at no additional cost

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But first...

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I work here

I tweet here

I write here

140 characters about me

Digital content-maker from way back (yes, the ‘90s) living a hybrid life amongst brands, search engines, social networks and websites.

www.markpollard.net

@markpollard

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Oh... and I made this

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Content, not ads

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Chapters, not matching luggage

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Social networks plus websites

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“Alright, internet dude, enough talk about the future.”

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Source: Hitwise – website visits - week ending 02/05/2009

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Some more numbersBrand or channel unique audience:

Facebook 4,979,000MySpace 2,179,000Blogger 2,029,000

WordPress 832,000Twitter 679,000Bebo 543,000

Yahoo!7 Groups 391,000Six Apart TypePad 326,000

Google Groups 266,000LinkedIn 258,000

Source: Nielsen Online NetView, March 2009

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B2B Marketing Tactics 2009

Source: Marketing Profs & Forrester

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Tactics generating leads

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But what is content?

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If Wikipedia says it is,

so it must be

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“Content is information and experiences that may provide value for an end-user/audience in specific contexts.”

http://en.wikipedia.org/wiki/Content_(media_and_publishing)

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“Content may be delivered via any medium such as the internet,

television, and audio CDs, as well as live events such as conferences

and stage performances.”

http://en.wikipedia.org/wiki/Content_(media_and_publishing)

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content sparks

conversation becomes content

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The Workout:

10 simple steps to cracking sweet-as content

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Step 1.

Work out your

marketing challenges

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Step 2.

Work out who’s worth what to you

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http://www.snitker.com

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Personas

Great persona examples and discussion can be found in this Slideshare presentation: http://www.slideshare.net/JaneFloyd

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Step 3.

Work out what a ‘conversion’ means to you

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• Downloads

• Requests

• Joins

• Subscribes

• Registers

• Calls

• Watch, listen

Think and measure ‘end actions’

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Step 4.

Work out what you’re

about

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Looking for myself online

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http://google.com/adwords

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http://www.google.com/insights/

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http://www.new.facebook.com/lexicon

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http://www.taggalaxy.de

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http://www.tweetcloud.com

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http://www.tagcrowd.com

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http://www.delicious.com

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http://www.spezify.com

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http://www.socialmention.com

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http://blogsearch.google.com

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http://www.digg.com

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http://www.technorati.com

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http://www.twendz.com

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Step 5.

Work out what your

competition is up to

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http://google.com/adwords

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http://www.quarkbase.com

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http://www.spyfu.com

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Step 6.

Work out where thepeople are

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Step 7.

Work out how

they are where

they are

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Creators

Critics

Collectors

Joiners

Spectators

Inactives

Outreach to bloggersContests to solicit contentEncourage spoofing

Solicit commentsEncourage votingSocial bookmarkingEncourage forward to friend

Offer RSS feedsSnaggable WidgetsDownload PodcastsViral videos/websites

Create groups & communitiesSocial applications

Portable, original contentOptimize content findability

Forrester Social Technographics Ladder

Common Tactics

Source: www.forrester.com/Groundswell/profile_tool.html

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Step 8.

Work out how

to get their

attention

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Thinking like a blogger

1. Periodic hero content

2. Snappy headlines

3. Easy to scan

4. Useful

5. Promote your content

6. Validate other content creators

7. Lateral thoughts

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Number + Adverb + Adjective + Topic + Focus + Benefit/Effect

Headlines

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Step 9.

Work out how to persuade

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Design Patterns

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Shows me what I’m buying

Plain English features - succinct

CTA: trial, 60 second sign-up

Social proof, performance proof

Key, comparative benefit claim

Fights for credibility - logos

Simple

Visuals for every benefitSocial proof: from respected companies active in online communities Relevance: types of firm

Relevance: types, scale of use

Video to linger & connect

Empathy: Relates my problem back to me

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Expert proof & quotes

Social proof: recommendation

Second call to action for scrollers

Social proof: online chatterSocial proof: types of

use, credibility

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Step 10.

Work out your

ask

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Step 1. Work out your marketing challenges

Step 2. Work out who’s worth what to you

Step 3. Work out what a ‘conversion’ means to you

Step 4. Work out what you’re about

Step 5. Work out what your competition is up to

Step 6. Work out where the people are

Step 7. Work out how they are where they are

Step 8. Work out how to get their attention

Step 9. Work out how to persuade

Step 10. Work out your ask

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Free SEO e-book from Glenn Murray at Divine Write valued at $79.95 http://www.divinewrite.com/ADMA

Questions?

[email protected]

@markpollard

www.markpollard.net

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