Creating and marketing content - finding something YOU can do

1. Urszula Richards, onlineiq Salisbury and Modbury Creating and Marketing Content

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

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/

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

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

32. Content by Buying Cycle – another perspective

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

39. 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/

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)

Creating and marketing content - finding something YOU can do

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