An Idea...and a Blank Page

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Looking to add content to your marketing that isn't just filler? Do you have an idea, but are you struggling to develop it? Here is a self-guided narrative with triggers that might get your creative juices flowing, helping you decide what to do NEXT while keeping the right end in mind: Serve Your Prospect. That's what content marketing is all about!

Marketing Business Technologie

An Idea...

Keith F. Luscher
Principal, Serve Your Prospects, LLC

...and a
Blank Page

Prospect ENGAGEMENT...

http://www.flickr.com/photos/54106223@N00/2968666405/

http://www.flickr.com/photos/45928872@N08/4300122831/

What
is it to

ENGAGE

a Prospect?

SERVE

Your
PROSPECT!
Does Your
Content Do
That?

THINK Like a Publisher!

And (More
Importantly)...

To Publish
or NOT:
The Book
Proposal
Benchmark

Who are YOU to Talk?

http://www.flickr.com/photos/76029035@N02/6829429639/

Who are YOU to Talk?

[authority]

http://www.flickr.com/photos/76029035@N02/6829429639/

[trust]

http://www.flickr.com/photos/76029035@N02/6829391391/

Who ELSE is Addressing It?

[competition]

http://www.flickr.com/photos/76029035@N02/6829391391/

Who ELSE is Addressing It?

BUT WAIT...
[you are NOT just an
editor and publisher]

BUT WAIT...
[you are NOT just an
editor and publisher]
[you are a content
marketer]
[ugh—more questions]

How Will I
Turn WARY
Prospects
into LOYAL
Customers?
[well, maybe not this dude]
http://www.flickr.com/photos/11540081@N05/2984053554/

Am I Going for a Bigger Slice of the Pie...

...or Do I Want to
GROW the Pie Itself?

http://www.flickr.com/photos/24963327@N00/4108518066
/

...and a
Blank
Page.
Does it
Look Like
This...

Do You Have...

http://www.flickr.com/photos/61423903@N06/736958047
8/

[expertise]

[passion]

One Approach: The Interview

http://www.flickr.com/photos/11883362@N00/2279740170

Can You..?
[explain concepts]

http://www.flickr.com/photos/16638697@N00/193688571/

Can You..?

[tell stories]
http://www.flickr.com/photos/74669477@N00/6184599528/

...Keys to a Successful Interview!

http://www.flickr.com/photos/74669477@N00/6184599528/

http://www.flickr.com/photos/38315261@N00/154640125

Get it On Camera...

http://www.flickr.com/photos/40829033@N05/4117804630

Get It Transcribed...

http://www.flickr.com/photos/41031098@N03/6751241959/

http://www.flickr.com/photos/38307206@N02/3649959481/

http://www.flickr.com/photos/7801632@N07/4591285086/

Good Content...

[blogs]

http://www.flickr.com/photos/34467210@N04/4179101910/

Good Content...

[presentations]

http://www.flickr.com/photos/51035743246@N01/1651870/

Good Content...

[books]

Leverage
Your
Media for
ALL its
Worth...

But Don't Forget:

SERVE YOUR
PROSPECT!
Keith F. Luscher

[thank you]

Principal, Serve Your Prospects, LLC

(614) 706-4337
keith@serveyourprospects.com
www.ServeYourProspects.com

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An Idea...and a Blank Page

1. An Idea... ...and a Blank Page

2. An Idea... Keith F. Luscher Principal, Serve Your Prospects, LLC ...and a Blank Page

3. An Idea... [part one]

4. Survey: Marketers Want MORE Content!

5. Do YOU?

6. Could QUANTITY be Trumping QUALITY?

7. Why MORE Content?

8. Prospect ENGAGEMENT... http://www.flickr.com/photos/54106223@N00/2968666405/

9. http://www.flickr.com/photos/20035490@N00/258314696/ BRAND Building...

10. ...and SALES.

11. http://www.flickr.com/photos/45928872@N08/4300122831/ What is it to ENGAGE a Prospect?

12. SERVE Your PROSPECT!

13. SERVE Your PROSPECT! Does Your Content Do That?

14. STOP Thinking Like a Marketer...

15. THINK Like a Publisher!

16. THINK Like a Publisher! And (More Importantly)...

17. Think Like an EDITOR.

18. To Publish or NOT: The Book Proposal Benchmark

19. What ISSUE are You Addressing?

20. [need] What ISSUE are You Addressing?

21. WHO will Want to Read This?

22. WHO will Want to Read This? [market]

23. ...and WHY?

24. ...and WHY? [value]

25. Who are YOU to Talk? http://www.flickr.com/photos/76029035@N02/6829429639/

26. Who are YOU to Talk? [authority] http://www.flickr.com/photos/76029035@N02/6829429639/ [trust]

27. http://www.flickr.com/photos/76029035@N02/6829391391/ Who ELSE is Addressing It?

28. [competition] http://www.flickr.com/photos/76029035@N02/6829391391/ Who ELSE is Addressing It?

29. What will they PAY for It?

30. [cost] What will they PAY for It?

31. BUT WAIT... [you are NOT just an editor and publisher]

32. BUT WAIT... [you are NOT just an editor and publisher] [you are a content marketer] [ugh—more questions]

33. How Will I Turn WARY Prospects into LOYAL Customers? [well, maybe not this dude] http://www.flickr.com/photos/11540081@N05/2984053554/

34. Am I Going for a Bigger Slice of the Pie...

35. ...or Do I Want to GROW the Pie Itself? http://www.flickr.com/photos/24963327@N00/4108518066 /

36. So You Have An Idea...

37. ...and a Blank Page. [part two]

38. ...and a Blank Page. Does it Look Like This...

39. ...or This?

40. Not a Writer?

41. Not a Writer? [okay]

42. Do You Have... [expertise]

43. Do You Have... http://www.flickr.com/photos/61423903@N06/736958047 8/ [expertise] [passion]

44. Then You Can Harness BOTH for Content!

45. One Approach: The Interview http://www.flickr.com/photos/11883362@N00/2279740170

46. Can You..? [answer questions]

47. Can You..? [explain concepts] http://www.flickr.com/photos/16638697@N00/193688571/

48. Can You..? [tell stories] http://www.flickr.com/photos/74669477@N00/6184599528/

49. Can You..? [converse]

50. ...Keys to a Successful Interview! http://www.flickr.com/photos/74669477@N00/6184599528/ http://www.flickr.com/photos/38315261@N00/154640125

51. Get it On Camera... http://www.flickr.com/photos/40829033@N05/4117804630

52. Get It Transcribed... http://www.flickr.com/photos/41031098@N03/6751241959/

53. http://www.flickr.com/photos/38307206@N02/3649959481/

54. Good Content is Like a Soybean...

55. http://www.flickr.com/photos/7801632@N07/4591285086/ Good Content... [blogs]

56. Good Content... [videos]

57. Good Content... [podcasts]

58. Good Content... [reports]

59. Good Content... [info-graphs]

60. Good Content... [newsletters]

61. Good Content... [tweets]

62. http://www.flickr.com/photos/34467210@N04/4179101910/ Good Content... [presentations]

63. http://www.flickr.com/photos/51035743246@N01/1651870/ Good Content... [books]

64. Leverage Your Media for ALL its Worth...

65. But Don't Forget: SERVE YOUR PROSPECT!

66. But Don't Forget: SERVE YOUR PROSPECT! Keith F. Luscher [thank you] Principal, Serve Your Prospects, LLC (614) 706-4337 keith@serveyourprospects.com www.ServeYourProspects.com

An Idea...and a Blank Page

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