You blog, have a unique voice, tell a fascinating story, promote your brand, engage on social media―but do you know the appetite of your audience? Content is a banquet for digital consumers. Web content is consumed like fast food or revolving trips to the buffet, on impulse, from desire, with abandon, and in real time. Learn what content consumers really want and how to satisfy them. Presentation delivered at Minnesota Blogger Conference 2012, September 22, 2012, Minneapolis, MN For more information visit: http://wordimage.com/blog/content-is-a-banquet/

1. Content is a Banquet

2. David Hedrick Skarjune
@SKARJUNE
www.WORDIMAGE.com
Buffet Time, by Matt Hintsa, some rights reserved © 2012 Word & Image

3. Art Critic Analyst
Photographer Programmer
Musician Developer
Taxi Driver Webmaster
Bartender Consultant
Writer System Architect
Journalist Educator
Editor Community Builder
Graphic Arts Technician Publisher

4. The Money Trader
is a story about money
and greed. Down and
out speculator Jake
Buchanan makes a
comeback in the 1987
crash. But will he find
love and happiness?
www.TheMoneyTraderBook.com

5. Content Is ?

6. Content isan Orgy!
Content is an Orgy!

8. 24 x 7 x Global Digital Content
* Content is 24x7
* Content is global
* Content Channels
multiplying
* Content Consumers
maturing
* Interactive & Mobile
explosive growth

9. Content Consumers ???
“Consume content falls right on the line
between terms I can grit my teeth and use and
terms that make me want to rinse my mouth
with bleach.”
Erin Kissane, “Bad Words,” Brain Traffic Blog, September 22, 2011

10. The Cluetrain Manifesto
95 Theses
1. Markets are conversations.
3. Conversations among human beings
sound human. They are conducted in
a human voice.
11. People in networked markets have
figured out that they get far better
information and support from one
another than from vendors.
39. The community of discourse is the
market.
72. We like this new marketplace much
better.
80. Don't worry, you can still make
money. That is, as long as it's not Levine, Locke, Searls & Weinberger,
the only thing on your mind. www.cluetrain.com, 1999

11. Long Tail of Content
Where does your content fit?

12. US Interactive Marketing 2011-2016
$34B $77B

13. What’s the Recipe for Content?
* Develop a Strategy
* Create Great Content
* Optimize for SEO
* Go Multi-Channel
* Practice Content Marketing
* Use Social Media
* Engage Community
* Funnel ― Measure ― Repeat

14. The Purchase Funnel, AdExchanger, June 1, 2012

15. Minnesota Masters of Content
Kristina Halvorson Lee Odden, TopRank
Brain Traffic Online Marketing

16. So Many Chefs of Content
Like Street Chefs who park all over town,
bloggers and tweeters are digital chefs
satisfying the cravings of content consumers.
Photos by Village Square, some rights reserved

17. What is your Audience’s Appetite
* 53% of Internet time spent directly
attributable to content consumption.
* 23% of all social media messages contain
links to content.
* 92% trust recommendations of friends
* 70% trust opinion posts
AOL Research and Nielsen
photo by voteprime, some rights reserved

18. Discoverability
Humans and search engines don’t
consume content in the same way.
Search engines consume content
via code, metadata, tags, etc.
Content is something we
connect to emotionally,
converse about, or learn from.
Daniel Eizans, “Context in Content Strategy:
Defining Context,” www.danieleizans.com,
Jan 12, 2011

19. Consumer Analysis
* Personae are psychographic groupings
Lifestyle, Opinions, Activities, Behavior
* Scenarios are contextual narratives
Problem to Solution, Touchpoints, Pathways
David Armano, http://www.futurelab.net

20. Barbra Gago, “Step-by-Step Templates for Mapping your B2B Content,”
www.contentmarketinginstitute.com, April 21, 2011

21. Blogging for Personas?
How many types and tastes can you blog for?
Photo by KittyKat3756, some rights reserved
Not everyone. Not all the time.

22. Buddhist Degrees of Separation
Buddhist Metta Practice
1. Self
2. Benefactor
3. Friend
4. Neutral Person
5. Difficult Person
6. All Beings Near
7. All Beings Far

23. “All our words
are but crumbs
that fall down
from the feast
of the mind.”
—Kahlil Gibran, Sand and Foam, 1926