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Duct  Tape  Marketing    Personal  Brand  Authoriy    Session  3  –  Creating  Your  Content  Platform  

1.   Your  Authority  Foundation  2.   Your  Marketing  Hourglass  3.   Your  Content  Platform  4.   Your  Connection  Journey  5.   Optional  Feedback  Session    

The  course  

Hourglass  Journey  Map  

•   Customer  Goals  •   Customer  Touchpoints  •   Customer  Questions  •   Projects  

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Action  Steps  1.  Audit  your  current  touchpoints  2.  Audit  your  current  content  3.  Consider  your  lead  capture  4.  Complete  Hourglass  Journey  Map  5.  Fill  in  your  Hourglass  gaps  

Duct  Tape  Marketing    Personal  Brand  Authoriy    Session  3  –  Creating  Your  Content  Platform  

The  publishing  model  •   Body  of  work  •   Major  themes    •   Editorial  calendar  

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Content  foundation  •   Case  statement  •   Point  of  View  eBook  •   Themed  online  content  

“An  educated      customer  will      always,  always  be      a  better  customer.”  

Case  statement  •   Challenge  •   Paint  a  better          picture  •   How  they  got          there  •   What  if  .  .  .  •   Call  to  action  

Content  powers  the  journey  

Awareness   Trust   Educa/on   Engagement   Conversion  

Blog  posts  Events  

Advertising  

How  to  Reviews  

Testimonials  Articles  

eBooks  Demos  

Workshops  FAQs  

Case  studies  Interviews  Contests  OPC  

Peers  Trials  

Personalization    

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Content  builds  awareness  

•   Blog  posts  •   Events  •   Advertising  

Content  builds  trust  

•   How  to  content  •   Reviews  •   Testimonials  •   Articles  

Content  educates  

•   eBooks  •   Newsletter  •   Workshops  •   Demonstrations  •   FAQs  •   Survey  data    

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Other  people’s  content  

•   Custom  RSS  feeds  •   Republish,  Share,  RT  •   Curate  •   Storify/Scoop.it  

Content  for  referrals  

•   Invited  content  •   Co-­‐branded  content  •   Sponsored  content  •   Curated  content  •   Incented  content  

Total  Content  System  •  Create  a  list  of  monthly  Landmark  Content  Themes  • Develop  your  Content  Delivery  Platform  •  Integrate  your  content  with  Core  Business  Objectives  

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Sample  theme  list  

•  Jan  –  Referral  Marketing  •  Feb  –  Coaching  and  Consulting  •  Mar  –  Sales  and  Lead  and  Conversion  

•  Apr  –  Online  Integration  •  May  –  Writing  •  Jun  –  Strategic  Partners  

•  Jul  –  Customer  Experience  •  Aug  –  Content  Marketing  •  Sep  –  High  Tech,  High  Touch  •  Oct  –  Growth  Strategies  •  Nov  –  Analytics  and    Conversion  

•  Dec  –  Personal  Growth  

Your  themes  

• Your  research  • Keyword  tools  keywordtool.io  

Editorial  Calendar  • Divvy  HQ  • Velocity  Partners  • WP  Plugin  

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June   July   Aug   Sept   Oct   Nov  

Theme   Content  Marke/ng  

Referrals   Strategic  Partners  

Building  Authority  

Lead  Conversion  

Adver/sing  

Blog   2X   4X   2X   4X   2X   4X  

Guest   2X   2X   2X   2X   2X   2X  

Podcast   1X   1X   1X   1X   1X   1X  

White  Paper   1X   1X   1X  

Ex  Ar/cle/OE   1X   1X   1X   1X   1X   1X  

Case  Studies  

LI  ar/cle   1X   1X   1X   1X   1X   1X  

Curate   1X   1X   1X   1X   1X   1X  

Social  Media   See  Social  Plan  

G+  HO   1X   1X   1X  

Content  Plan  &  Editorial  Calendar  

Content  inspiration  

• RSS  Reader  • Scoop.it  • Magazines  • SmartBrief  

• AllTop  • Delicious/Diigo  • Reddit    • Sent  email  box  

Content  outsource  • BlogMutt  • Zerys  •  InboundWriter  

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Content  creation  toolbox  

•  Visual.ly/Piktochart  –  infographics  •  Screen^low/Camtasia  –  screencasts  •  GoToWebinar/MeetingBurner  –  webinars  •  Skype/Call  Recorder  –  interviews  •  Canva/WordSwag–  image  editing  • Wufoo/SurveyMonkey  –  custom  surveys  • Rev.com  –  transcription  

     Build  Your  Publishing              Platform  

The  platform  essentials  

• Blog  • Podcast  • Speaking  • Misc.  outposts  

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What  is  a  blog?  

• You’re  not  a  blogger  •  It’s  software  • You  are  building  authority  •  Flexible  interaction  •  SEO  friendly  

What  is  a  podcast?  

• Audio  content  •  Subscribers  •  iTunes  • Automatic  push  

Why  podcast?  

• New  form  of  content  • Very  portable  •  Learning  style  • Access  

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Get  to  a  podium  • Get  referred  • Cut  a  deal  • Educate  like  crazy  • Collect  those  addresses  

•  Simple  call  to  action  

   

Action  Steps  1.  Create  your  case  statement  2. Map  your  12  themes  3.  Identify  your  core  presentation