How to Create the Correct Content
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The document provides guidance on creating different types of content for business purposes, explaining the purpose and characteristics of materials like brochures, whitepapers, eBooks, websites, landing pages, infographics, case studies and blogs. It discusses how to use these different collaterals effectively based on whether the goal is to educate, persuade, showcase expertise, or build relationships and engagement. Tips are also provided on campaign elements, social media strategies, and content best practices.
How to Create the Correct Content
- 1. Create the Correct Content Let’s Get Started…
- 2. Why do you write? • Because you need to communicate? • Or because you need to express The former makes for business writing. The later makes for marketing writing.
- 3. Different Collaterals and what do they mean. • Brochure • Success Stories • Whitepapers • Info graphics • Website content • Landing pages • eBooks • Blogs • Social media • Campaigns - internal and external
- 4. Brochures and Whitepapers Persuade the reader right from the beginning without making an attempt to educate them Brochures White papers Authoritative report or guide helping readers understand an issue, solve a problem, or make a decision
- 5. Whitepapers and eBooks What do you want to look like an expert or an engaging conversation starter?
- 6. White paper eBook Your mission isn’t to be the only expert in the field – it’s to be the latest expert with the freshest insights Your mission is to showcase knowledge, but in a more conversational tone appealing to your target market
- 7. White Papers eBooks • Long and linear – a deep read • Broken into smaller chunks – designed for skimming and scanning • Data centric – often based on formal research • Concept centric – based on ideas and trends of interest • Text-heavy • Visually heavy – main text supplemented with call-outs, bullet lists • Formal – impressive expert speaks to you • Casual and collegial – a conversation among equals - more conversational tone What we lack is Conclusion
- 8. Website and landing pages Websites and web pages • Probably know you • need to be nurtured, not sold • need all the navigation and resources on your site Landing pages • don’t know you • need to be convinced, educated and made to feel comfortable • to keep their interaction simple and direct
- 9. Info Graphics If a fact is good then only its Interesting The key to graphic is what it represents. If its only showing what you are saying then you are wasting a visual Read comic strips – The great place to learn for info graphics
- 10. Case Studies This is sharing of Knowledge and experience. Not a sales tool • Telling of stories, of predictions, of discovery and most importantly mistakes • Balance between facts and interest • Ask – what you want the person to mull over and trust me it cannot be a statistic like “45% improvement on current practices” • Any reduction in cost means someone is working, hard, smart and diligently. So case study should in someway celebrate that someone • Use facts to make a point. But point is more important than fact
- 11. Blogs Most useful but most under- utilized • The General post • The Specific post • The Philosophical post • The Action post
- 12. Tone and Voice of blog Blogging is one big conversation...
- 13. Social Media Looks easy, Feels easy, Most difficult
- 14. Facebook – Building Chatter, it is conversational and every post should be about dialogues and not likes Twitter – Building daily touch. Use twitter once a day for best effect LinkedIn– Building understanding. Network of like minded people and understanding other view points.
- 15. Campaigns What you need is: Star Thing Every Campaign Should have on star thing to sell. It can be a offer, free template, discount coupon….. Anything which can sell