Urszula Richards, onlineiq

Salisbury and Modbury

Creating and Marketing Content

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

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.

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

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

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

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

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

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

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/

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/

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

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

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

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

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

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

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

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

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

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

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

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!

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?

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

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

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

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

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

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

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

Content by Buying Cycle – another perspective

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

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!

Leverage Content

• Create once, repurpose segment

• Create once, distribute multiple channels

• Curate and Comment as Content

• Content, Community, Conversation

• Controversy as Content

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…”

YOUR content

• Choose topic

• Choose method

• Choose distribution

• Outline

• Next steps

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

Links & Resources

• www.copyblogger.com

• http://offers.hubspot.com/a-practical-guide-to-building-a-killer-content-strategy

• http://www.socialmediaexaminer.com/

• http://marketingconqueso.com/

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)