How to Etheically Steal Content

A Webinar from Kate Writes Right
How to Ethically Steal Content
Perfect the art of “stealing” to make your content more
engaging, authentic and profitable

Webinar Objectives
Kate@KateWritesRight.com
Module 1
Why content has become
critical to your business &
Buyer trends you can't
ignore.
Module 2
A totally NEW
definition of stealing
Module 3
Specific methods for
stealing content ethically
& satisfying your
company’s prospects and
customers

Common Writer’s Block
You know your prospects and customers
It’s easy to talk about your products and services
You may be the best provider in your industry
…but when you sit
down to write
content, you’re
clueless!

World Bank President Jim Kim quotes Bill Gates
The image above was part of a LinkedIn post by Jim Kim

Content is Required
FIRST…
Let Us
Understand WHY

Prospects & Customers Demand It
Internet-enabled buyers want ALL the
power in buying decisions
Their demand for content is very high and
continues to rise
They have a growing intolerance of
anything that slows their access to
information needed for a smart decision
As the provider of goods and services,
buyers expect you to educate, inform
and entertain them while they alone
consider their options

It takes much more than “eyeballs” landing on your
website with SEO, keywords and paid digital advertising
Buyers insist on getting valuable information from you

 Developing engaging content for
all your online content marketing is
a big task
 It’s really easy to find an
abundant supply of both good and
bad examples of content
 Left to your own brain – you can
“know too much” to be engaging
Although you want to be ethical in what you
digitally publish…Buyers only want the information
needed to be a smart buyer

What Your Customers Want
• Engaging, Easy-to-Read,
“Scan-able” Content
• Providers who stimulate
and satisfy their curiosity
and thirst for knowledge
• Bragging rights to their
friends about how smart
they are in their purchasing
decisions which can’t
happen without the
information you provided

Content is a Long-Term Investment
• Content level the playing
field between companies
• Paid advertising (PPC)
benefits the company with
the deepest pockets
• SEO is a constant battle
with Google changes
• Genuine VALUE to your
audience pays off with
durable results long-term
This graphic created by www.Marketoonist.com
is about social media. But the same principal
applies to all content

Redefining the word “steal”
Isn’t Copying
Illegal or
Immoral?

Stop Lying & Start Stealing
Totally original content is a myth
Stop believing you can do it

“
Steal from anywhere that resonates with inspiration or fuels
your imagination…Select only the things to steal from that
speak directly to your soul. If you do this, your work (and
theft) will be authentic.
Independent Film Maker, Jim Jarmusch

Selected Quotes about Stealing
• Salvador Dali ~ “Those who do not want to imitate anything, produce
nothing.”
• Paul McCartney ~ “I emulated Buddy Holly, Little Richard, Jerry Lee Lewis,
Elvis. We all did.”
• Francis Ford Coppola ~ “We want you to take from us. We want you, at
first, to steal from us, because you can’t steal. You will take what we give
you and you will put it in your own voice and that’s how you will find your
voice. And that’s how you begin. And then one day someone will steal
from you.”
• Kobe Bryant ~ “There isn’t a move that’s a new move.”

Want Awesome Content ? Forget You!
You can bypass years of study and the agony of trial & error
learning copywriting principles without setting a goal to become
$300 an hour copywriter
• Notice what makes you curious
• Trust readers will be curious about the same things
• Build relationships built on mutual curiosity
“Copying from others is not because you lack genius, but
because true genius is clothed in the ideas of others.”
Jon Morrow, renown copywriter and blogger

How to Steal Content
Create a
Stealthy
Mastermind

Writing is Not Easy!

But…It is Much Easier When You
Learn How to Ethically Steal Content

8 Stealing Skills You Must Master
1. Pay attention to what interests you and why – recognize quality
2. Engage in conversations with current clients – learn from them
3. Tap into arguments and controversial topics – Take a stand!
4. Watch content posted by competitors
5. Use current events and hot topics
6. Be a “HUMAN” with a personality
7. Use your CRM to measure what works
8. Adapt and revise as you learn more

How to Store and Access
the “loot” you have stolen
• Subscribe to industry newsletters and store them in a separate folder of
your email program
• Create MS Word documents with snippets and hyperlinks
• Participate in discussions in Social Media to find experts you may want to
interview or ask them to guest post for you
• From time to time, “curate” instead of stealing. Without fail, give credit
where it is due
• Keep a notebook or voice recorder with you to
make notes while you are doing other things
• Always be asking what your prospects and
customers want to know. Develop ways to deliver it
• Always Be Curious!

Swipe File Examples

Simplified sketch of a
Standard Content Piece
You can use this format for:
• Blog Posts
• Guest Articles
• Email Marketing
• Social Media posts
• And more
With a personal library of headlines, with
related sub-headlines, lede concepts and
conclusion ideas you can structure your
content to be readable
The goal is to engage the reader into what
you have to say. You want them to respond
with a comment, share with friends, or email
you with an opinion or question
Implementing What You Steal

Build Trust and See Increased Sales
• Your prospective Buyers don’t
know how to gather all the
information available to them
about your industry.
• Because you are an expert, you
know how to separate good
information from the bad
• Buyers purchase from
companies who generously share
information to make them a
smarter consumer
Will you be the one who
earns their trust?

Resources and Further Reading
• Book: “Steal Like an Artist” by Austin
Kleon (Kindle)
• Book: “Words That Sell” by Richard
Byan
• Book: “The Copywriter’s Handbook” by
Robert Bly
• Book: “Get Content, Get Customers”
free eBook from Pulizzi and Barrett
• Website: www.Curata.com learn ethics of content curation &
proper annotation
• Website: www.MichelFortin.com copywriter who shares lots of
tips about how to write content
• Website: www.ContentMarketingInstitute.com
Email me if you want a clickable
copy of this list

THANKS
Kate Frank, Founder and Copywriter
Kate Writes Right
(832) 464-4332 (936) 441-1314
Time For
Questions
What is the KWR/SCP?
What is guaranteed?
To learn more about the KWR/SCP,
email us with the word “guarantee” in
the subject line.

How to Etheically Steal Content

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How to Etheically Steal Content