Smart Business Show - Content Marketing Workshop

1. Building your presence on
@gregfrysocial
#contentthatflies
How to Create Content that Flies

2. Who is this Guy?
An
Interna)onal
Social
Media
trainer
delivering
regular
LinkedIn,
Facebook,
Twi;er,
YouTube,
Google+
and
Social
Business
Strategy
training
and
workshops
for
ins)tu)ons
such
as
the
Digital
Marke)ng
Ins)tute,
Sure
Skills
and
the
Digital
Skills
Academy.
Alongside
training
Greg
works
as
a
Social
Business
and
Content
Consultant.
He
believes
that
in
order
to
make
social
media
work
for
your
business
you
must
have
a
clear
business
goal,
a
clearly
defined
strategy,
great
content
and
make
sure
that
everything
you
do
is
measurable.
Greg
has
also
won
awards
for
his
blogging
whilst
contribu)ng
to
the
tweakyourbiz.com
community.
In
2014
Greg
worked
with
top
mul)na)onals
including:
Ulster
Bank,
MicrosoR,
UPC
and
Coca
Cola
Hellenic.

3. Content Marketing Stats
• Marketers who have prioritized blogging
are 13x more likely to enjoy positive ROI.
(HubSpot State of Inbound, 2014)
• Articles with images get 94% more views
than those without. (NewsCred)
• B2B companies that blog generate 67%
more leads than those without blogs.
(Social Fresh)
• Blogging increases web traffic by 55% for
brands. (Rocket Post)
• 62% of marketers use video in their
content marketing. (NewsCred)
• 73% of consumers get frustrated by
irrelevant web content. (Source: HubSpot)

4. What is Content Marketing?
“Content marketing is a
strategic marketing approach
focused on creating and distributing
valuable, relevant, and
consistent content to attract and
retain a clearly-defined audience —
and, ultimately, to drive profitable
customer action”
- Content Marking Institute

5. Examples of Content Marketing?
• Infographics
• Short Videos
• Podcast
• Case studies
• E-Books
• Link Round Ups
• Visual content
• Guides/ How to posts
• Product reviews
• Interviews

6. 5 Future Trends Happening
Now…….
• Video continues to evolve
• Unique “Rich” content
becomes vital
• Social Advertising
becomes more powerful
• “Private” Social Networks
thrive
• The Age of Advocacy
arrives

7. “The nobodies are the new somebodies”
Guy Kawasaki -
Founding partner at Garage Technology Ventures. Former Chief Evangelist of Apple

8. Pick your Team

9. 5 Questions in 5 Minutes
• What are your business objectives?
• Who is your audience?
• Where are they hanging out?
• What content would they find valuable?
• What budget can you allocate for content
creation and distribution?

10. The Workshop
• How can I find out about my target
audiences interests?
• How can I get my audience involved in my
Content Creation?
• Create a campaign concept for your chosen
brand. What content will fly on online?
• How will I use visuals and video? What tools
will I use?
• Create a 5 blog post titles for your brand.
The 5 Minute
HUDDLE

11. Write Great Titles
h;p://coschedule.com/headline-­‐analyzer

12. Use Great Looking Visuals
www.canva.com
3 Tools
• Canva
• PicMonkey
• Pablo by Buffer

13. Get Great Content Ideas
Feedly.com

14. Get Great Content Ideas
Buzzsumo.com

15. Content Ideas
• Top 10 type posts
• Link round ups
• Reviews
• Interviews
• Crowd Sourcing posts
• How to posts
• Case Studies
• Hot News Topics
• Round ups of your posts

16. Why Research Keywords
Keyword research allows you to confirm or find out about what
people are searching for. When deciding which keywords will work best,
consider those that offer you:
1. Relevance
2. Lots of searches
3. Less competition
So if we were building Apps what are pros and cons for using the
above keywords?

17. Keyword Search Tools
http://bit.ly/keywordplannergoogle

18. Formatting Your Posts
Title - On average, 8 out of 10 people will read headline copy, but only 2 out of 10
will read the rest
First paragraph -
Does it hold the reader’s attention? Does it explain what the content is about?
Does it communicate the “what it’s in it for me” for the reader?
Images – Break up the text and entice the reader in. Also important when
sharing on Social Media platforms.
Sub-headings – make it easy for a reader to scan your content.
Paragraph length and numbering – Shorter paragraphs and bullet points and
numbering work well in blogs.

19. Some Writing Tips
• Create a Headline that grabs your readers
attention.
• Write a great first paragraph. It should hold the
reader’s attention, explain what the post is about
and describe the what value the post offers the
reader.
• Use bullet points & numbering to make your posts
easy to follow.
• Use images to make your post stand out.
• Research your posts carefully and proof read
carefully.
• Invite comments and encourage readers to get
involved.
• Use your blog to demonstrate your expertise and
listen to your readers and clients needs. If a
customer emails you with an interesting question
or even leaves a question on your blog. Ask
yourself would this make a valuable blog post for
my readers.

20. Cindy King Round Up Posts

21. Allign yourself with the experts

22. Mercedes and Periscope

23. AIB – Customer Service

24. ESB ecar – Ambassadors

25. My Starbucks Idea
mystarbucksidea.com

26. #icebucketchallenge –
A Facebook game changer?

27. SlideShare.Net
mystarbucksidea.com

28. Be Real in your videos
http://youtu.be/vZcDjcaSHvc?t=1m4s

29. Topshop – London Fashion Week
http://youtu.be/EWD9GQ-iufM

30. Instagram Coupon?
http://bit.ly/instagramcoupons

31. 10 Takeaways
1. Add Share Buttons at the top and bottom of
your posts.
2. Post Blogs to 3rd Party Sites. Consider Book
Marking sites.
3. Consider writing guest blogs and contributing
to Business/Community blogs. Comment on
other people’s blogs. (be strategic)
4. Use visuals and video in your blog posts.
5. Include a link to your Blog on your email
signature
6. Tag your posts.
7. Add Links (inbound and outbound).
8. Encourage users to subscribe to your blog
9. Be Consistent
10. Write Good Titles and think SEO when writing
your posts.

32. Questions & Answers

33. Free Blog Audit
h;p://contentplan.co/free-­‐blog-­‐audit/

34. Contact Me
+353 87 2039855
t
twitter.com/gregfrysocial
ie.linkedin.com/in/gregfry
Download the slides - http://bit.ly/gregatsmartbusinessshow