Presented by Machielle Thomas

Content for the Modern World

Hi, I’m Machielle!

Bluehost Content Manager

Writer and Photographer

Graduated from Texas State University

From the Breakfast Taco Capital of the World (aka Austin, Tx)

Social Media and Content Strategist

Worked for Starwood Hotels and Golfsmith International

What is content?

● Content is: Information (practical, functional, tactical)

● Content is: Experience (Useful, Purposeful, Outcome Oriented)

● Content is: Engagement, relevant, reliable, interesting, entertaining or enlightening in the form of text, image, video or audio

Content THE relationship

builder

TLDR: CONTENT IS KING.

So, what is GOOD content?

Three C’s of Content

What are the benefits of content?

● Build a trusting relationship with your readers● SEO● Brand awareness● Lead generation● Social media presence● Backlinking● Build brand authority/thought-leadership

What was content originally?

What is content today?

In 2018, content consists of:

● Blogs● Social Media● Podcasts● Infographics● Memes

● Video● Photo● Website content● Webinars● Email

With all these options to get your message to the world…..

How do you identify which medium to use?

What problem do we solve for our customer?

● Wrinkle Cream● Baby Food● Camping Gear● Web hosting● Your industry?

Guess the audience

Why is there is NEED for your product or service?

What is a need?

Something that entertains

Something that answers a question

Information or Insight about a subject

How do I know what to feed my audience?

Observe your direction competitionAsk your audience

Stay up-to-date on trendsGet on social media

Targeted Content:

How to resonate with your audience through content

● Find common purpose ● Define your brand● Stay consistent in your messaging● Create an emotional connection

Headlines and Subject Lines

How to write clickable headlines

Use How-To’s

Name Drop Pose a Question

Writing a How-To Headline

Your headline is likely to be successful if it is telling your audience how to do something they are interested in doing.

Example: If you are targeting graduate students then your headline about student loans could be, ‘11 Ways to Pay Off Student Loans This Year’

Writing a Name Drop Headline

This headline does not tell the reader exactly what will be covered in the article; however, the mention of a known entity draws the attention of the reader.

Example: ‘Facebook 101: Create Your Social Media Presence.’

Posing a Question

Thought provoking headlines commonly pose a question or an implied question that readers assume will be answered in the content.

Example: ‘Drowning in Debt? We Can Help’.

How to get started

Top Free or Low Cost Content Tools

Buffer

SumoMe

Medium

Canva

Snappa

Hotjar

Google Analytics

Search Console

Promo

Hootsuite

Grammarly

BuzzSumo