How Great Content Jumps from Page to Platform

H o w
G R E AT C O N T E N T
J u m p s F ro m
P a g e t o P l a t f o r m
Greenleaf Book Group
Where Ideas Thrive
www.greenleafbookgroup.com

E l i z a b e t h
B a r re t t
B r a n d S t r a t e g i s t ,
G r e e n l e a f
B o o k G r o u p

“Who learns most from a good
book is the author.”
-- Jose Bergamin,
Spanish writer and playwright

HOW GREAT CONTENT JUMPS FROM PAGE TO
PLATFORM
.....................................................................................
1.  What is a Content Entry Point?
2.  What is a Platform?
3.  What is SEO?
4.  What is a Keyword?

CONTENT ENTRY POINTS

Q: WHAT IS A CONTENT ENTRY
POINT FOR A BOOK?
A: PLACES IN A TEXT WHERE A
READER CONNECTS WITH AN
IDEA AND DIVES IN TO
LEARN MORE

TRAVEL GUIDE
MAP
DIAGRAM
GRAPHIC
CHECKLIST
PHOTO
TEXT

BUSINESS TITLE
ARTICLE / QUOTES
GRAPHIC
QUESTIONS

Q: WHAT IS A PLATFORM?
A: A FOUNDATION CONSISTING OF
VARIOUS ASSETS THAT A
THOUGHT LEADER CAN BUILD
FROM IN ORDER TO DELIVER
IDEAS TO THE WORLD

AUTHOR!

PLATFORM ENTRY POINTS
TWEETS
LONG FORM
PODCAST
BLOG
WEBSITE
VIDEO
Copyright © Mark Suster. All rights reserved.

THE JUMP FROM PAGE TO PLATFORM
QUOTES, ARTICLES, STATISTICS
CHECKLISTS, BEHIND THE SCENES
GRAPHICS, PHOTOGRAPHS, MAPS
CASE STUDIES, ANECDOTES
QUESTIONS, TAKEAWAYS
INTERVIEWS WITH EXPERTS
blog
podcast

THREE TAKEAWAYS
.........................................................................................
1. Build a Bridge
•  It’s not necessary to start from scratch. Repurpose
content from your book to build your platform assets.
2. Share Your Message in Different Ways
•  By creating a multimedia platform, you cast the net
wide and increase the chances of reaching more
people.
3. Not Everyone in a Demographic is the Same
•  Even within your target audience, consumption
preferences vary by personality. Mix it up!

SEARCH ENGINE OPTIMIZATION

Q: WHAT IS SEARCH ENGINE
OPTIMIZATION?
A: A COLLECTION OF STRATEGIES
THAT CAN IMPROVE THE
RANKINGS OF A WEBSITE/BLOG
IN ORGANIC SEARCH RESULTS

Q: WHAT IS A KEYWORD?
A: AN INFORMATIVE WORD OR
PHRASE USED TO INDICATE THE
CONTENT OF A WEB PAGE

STRATEGY 1 = USE THE LONG-TAIL
Benefits of long-tail keywords include more targeted traffic
and less competition for rankings.
DEFINITION: PHRASES OF MORE THAN TWO WORDS
USED WHEN SEARCHING FOR SOMETHNG SPECIFIC

STRATEGY 2 = USE THE SEO SALES FUNNEL
AWARENESS CONSIDERATION CONVERSION
A person is
feeling a pain
point and
searching for
help, but they
don’t know
what the
solution is
A person has
learned
enough to now
be searching
for a specific
solution
A person is
ready to
become a
customer
through
purchase or
participation

SAMPLE KEYWORDS (LEADERSHIP BOOK)
AWARENESS CONSIDERATION CONVERSION
Trouble with
communication
No company vision
How to handle
employee absenteeism
How to motivate a team
Writing a corporate
vision statement
Orientation best
practices
Top management books
for CEOs
Team building
workshops in Austin
Best business podcast

TOOLS FOR RESEARCH?
•  Google Adwords Keyword Planner Tool
•  Google Trends
•  Google Keyword Suggest

THREE TAKEAWAYS
.........................................................................................
1. Think Like a Human
•  When selecting SEO keywords, consider realistic long-
tail phrases that you would likely use in a search.
2. Span the Whole Funnel
•  Utilizing keywords in all 3 phases of the sales funnel
increases the odds of reaching more people.
3. Build Content Around Keywords
•  If you know that a certain keyword is targeted and
frequently searched, create content that fills the need
in order to capture the traffic.

* It gives your book content a
second life
* It enables you to connect in
different ways
* It serves as a cross-promotional
tool
* It improves the chance that
someone will discover you

WHEN CONTENT JUMPS FROM PAGE
TO PLATFORM...

THANK YOU!
Q&A
Visit www.greenleafbookgroup.com
Contact mmasumiya@greenleafbookgroup.com
for a free manuscript evaluation

REFERENCES / PHOTO CREDITS
.........................................................................................
Slide 5 “Dive” by SuperFantastic is licensed under CC BY 2.0
Slide 7 Copyright © BeijingHoliday.com. All rights reserved.
Slide 11 Copyright © Mark Suster. All rights reserved.
Slide 14 “Binoculars II” by Chase Elliott Clark is licensed under CC BY 2.0
Slide 23 “Bridge” by Walt Stoneburner is licensed under CC BY 2.0

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