This document provides tips for using content as a weapon to drive explosive growth. It recommends defining your target audience and creating quality content that addresses their needs on a regular basis. Content should be distributed across various channels like blogs, videos, podcasts and online courses. It also suggests engaging with your audience before, during and after speaking events to generate more opportunities from each gig. The goal is to maximize your content's reach by slicing it into many formats and recycling it across multiple channels.

1. Weaponize your Content
Your recipe for EXPLOSIVE growth
With Aidan Crawford
www.shortcircuitmedia.com

2. Who am I?
Marketing as a Managed Service
I work with consultants, professional speakers,
and sales trainers to help them align their
marketing with business goals.
I take the time to understand your business,
create a custom marketing strategy, execute
that strategy and then provide ongoing
support.

3. Content as a WMD (Weapon of Mass
Dissemination)
* What content?
* Promote your content
* Monetize your genius
* A real plan to dominate your next speaking event

4. Ready...
Define your audience
Make the case for your
business
● Who will find the most value in your expertise
● Who will pay for that expertise?
● What do you you bring to the table that is
unique?
● How does this tie into a return on investment?

5. Aim...
Everything has to be about
your audience first.
Keep it conversational
● Every piece of content on your site needs to align
with your value and benefits you bring to the table.
● Focus on who your client is and their needs more
than how awesome you are.

6. FIRE...
Make yourself a trusted
resource by creating quality
content on a regular basis.
This will help you get noticed
by search engines and
prospects
Types of content
● Blogs and articles
● Short videos on LinkedIn
● Podcasts
● Online courses

7. Social Media
Marketing
Choose your social media
channels carefully. Find out
where your clients are going
to be and then focus your
attention on getting theirs.
B2B or B2C
Twitter and LinkedIn are Business Channels
Play in the same sandbox where your prospective
clients play.
● Regular LinkedIn updates
● Linkedin Publisher Posts

8. Paid Advertising
If you are professional
and want to get noticed
by other professionals
who might actually hire
you. Focus your attention
on Linkedin
LinkedIn
● 50% of B2B buyers use LinkedIn when making
purchasing decisions
● 94% of B2B marketers use LinkedIn to
distribute content
● More than 1 million people use LinkedIn’s
publishing platform, sharing over 130,000
posts each week

9. Is your site a
content graveyard?
if you don’t regularly update
your site, they may wonder if
you are still in business.
Get your content seen
● Post it to social media channels
● KEEP posting it to social media channels
○ Revive Old Posts
○ Tweet sheet
● Boost your content on social media
● Use it for your newsletter
● Recycle it into different content

10. Short shots
Videos don’t have to be
fancy to be fantastic.
Your iDea and an iPhone
● Videos posted to LinkedIn can be seen faster
and reach more of your targets than if you post
them to Youtube.
● The slicker you make the video the more it
looks like an ad
● Include a write up with a CTA
● Use it for your blogs as source material

11. If a tree falls in the
forest...
Most podcasts flop and
nobody is listening.
What is your podcast strategy
● Why are you doing a podcast?
● Who do you want to listen?
● What are you selling?
● Be strategic on who you have on as a guest

12. Maximize your
content/minimize
your time
Anytime you have great
content slice it and dice it up
in as many ways as you can.
Remember 99.9999999999%
of the planet will never read
your book.
Interview/podcast
Blog
Video
Book
Reduce
Reuse
Recycle

13. Teach a person to
fish...online!
If you are a knowledge
speaker you can sell that
knowledge across multiple
channels.
WP Courseware from
Flyplugins.com
Keynote/Breakout
Online Course
New book!
Book

14. Turn one gig into
many
Every time you speak to an
association you have an
opportunity to grow your
business exponentially
through spin-off gigs.
It doesn’t take much to do a
lot more than everyone else!
Engage Before, During and
After
● Create a Tweet Sheet to promote your session
on Twitter using the official event hashtag.
● Live Tweet your session (1 tweet of a salient
point every 5 minutes)
● Create a landing page to send people back to
with resources
● Post session make the pitch “If you loved my
session why not book 20 minutes to talk about
how I can help your organization…”

15. Thanks!
Contact us:
Aidan Crawford
ShortCircuitMedia.com to book a
30 minute marketing
consultation.
Aidan@shortcircuitmedia.com