This runs through reasons you should be developing content to share with your customers, how it adds value, and some main do's & don'ts to think about.

1. You know you need to create content
but what does that really mean?
Why should you create content?
image source: http://www.visiture.com/wp-content/uploads/2009/04/content1.jpg

2. Why should you create content?
image source: flickr.com/photos/roblisameehan/336071768

3. It adds value back into the community
image source: flickr.com/photos/roblisameehan/336071768

4. It helps to establish “expert” status
image source: flickr.com/photos/raster/3380860520

5. It facilitates your ability to reach prospects
(wherever they are)

6. image source: flickr.com/photos/sequoya/3551406095
It nurtures leads through the buying process
(educating, empowering, inspiring & enabling)

7. It contributes to your organic search ranking
(so when you’ve been doing it as long as these guys, you’ll be at the top too)

8. It allows you to have a relevant impact
image source: flickr.com/photos/cuppini/3786536540

9. But, what actually
constitutes content?
image source: flickr.com/photos/doberagi/1404539812

10. comments...
image source: flickr.com/photos/kasia-pics/2730645297

11. blog posts...
image source: flickr.com/photos/13582731

12. tweets...
image source: flickr.com/photos/maggieduvall/3741277664

13. pictures...
image source: flickr.com/photos/captainsmurf/445401202

14. video clips...
image source: flickr.com/photos/ihp/115884803

15. podcasts...
image source: flickr.com/photos/zoomar/2265202595

16. eBooks...
image source: flickr.com/photos/ppl2a/2652375827

17. webinars...
image source: flickr.com/photos/meetdimdim/3452639326

18. Do’s & Don’ts

19. do, show you’re the expert...

20. don’t, say you are.
(you want people to decide this for themselves)
image source: flickr.com/photos/spiritedladyboutique/3925814815

21. do, be committed...
(content creation is a long-tail strategy)

22. don’t, expect to get-rich-quick.
(it takes consistency and time)
image source: flickr.com/photos/kubina/347687569

23. ah, yes...I see,
interesting
do, use language your customers use...
image source: flickr.com/photos/shadow_cat/3537328093

24. what exactly is...
“mission critical”?
don’t, use gobbledygook.
image source: flickr.com/photos/diarmada/2650933844

25. (just do what you do best, and let others do what they do best)
do, focus on what your best at...
(Like Jim Collins hedgehog focus what your passionate about)
image source: flickr.com/photos/7533960@N02/2054836038

26. don’t, act like you know everything.
(Utilize internal resources and let them share their expertise)
image source: flickr.com/photos/melissathemouth/3442258473

27. do, be helpful...
image source: flickr.com/photos/skialpine/2246988033

28. don’t, be self-promotional.
image source: flickr.com/photos/mslume/441182515

29. do, share with the community...

30. don’t, bombard them.
image source: flickr.com/photos/meetdimdim/3452639326

31. do, map content to buying stages...

32. don’t, make the path hard to find
image source: flickr.com/photos/digicana/4172082155

33. do, create buyer personas...

34. image source: flickr.com/photos/mej1313/2585167444
don’t assume your content is relevant, by guessing

35. image source: flickr.com/photos/pjb2332
do, be innovative, experimental & fun...
(Scott Ableman plays a practical joke on co-worker using 14,000 Post-Its)

36. don’t, make others content look like yours.
(3M steals idea without compensation or credit)

37. Genius
Thank you! http://www.genius.com
t: @genius_com
e: bgago@genius.com
t: @BarbraGago