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Content to Convert :: Part Deux / Putting Strategy into your Content Marketing

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Content to Convert :: Part Deux / Putting Strategy into your Content Marketing

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What is content.
Content is...
• the staff within your business. Think of Hooters... not literally. Be Unique.
• the design of your shop/office. Google for example - Free WiFi lets them share
• your products and services. Think of Coffee shops and ‘Latte Art’
• things like the menus on your tables. You could deliver your Menus on iPads?
• the Branding of your Business. Sofa King & “prices that are Sofa King low!”
• your company values. Associations with charities and causes are great.
• your customers. User generated content on experiences via social.
• EVERYTHING. Just understand your goal & what you are trying to achieve.

What is content.
Content is...
• the staff within your business. Think of Hooters... not literally. Be Unique.
• the design of your shop/office. Google for example - Free WiFi lets them share
• your products and services. Think of Coffee shops and ‘Latte Art’
• things like the menus on your tables. You could deliver your Menus on iPads?
• the Branding of your Business. Sofa King & “prices that are Sofa King low!”
• your company values. Associations with charities and causes are great.
• your customers. User generated content on experiences via social.
• EVERYTHING. Just understand your goal & what you are trying to achieve.

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Content to Convert :: Part Deux / Putting Strategy into your Content Marketing

  1. 1. Content to Convert #DigitalTrends RECOMMENDED UNTIL AUG 201 AWARD WINNER
  2. 2. // Introducing Strategy into your Content creation It’s not the size that matters. It’s what you do with it that counts.
  3. 3. Part DEUX
  4. 4. // Seth Godin content marketing is the only marketing left“
  5. 5. last time, we talked about. . .
  6. 6. The Content Marketing Scattergun
  7. 7. STOPCollaborate & Listen
  8. 8. Be a Curator
  9. 9. You don’t make a great museum by putting all the art in the world into a single room... That’s a Warehouse
  10. 10. What do we want? ... Good Content. When do we want it? ... Now. You need an Audience, not Traffic
  11. 11. Audience 1st Search engines 2nd Good Content will build an audience faster than anything else
  12. 12. Build your Buyer Persona(s) Do your research Fictional representations of your ideal customer. Based on data about: // Demographics // Online behavior // Educated speculation about their histories, motivations & concerns. Using these you can focus in on exactly where your buyers will spend their time, what publications they will read, which websites they will use and who is likely to influence them. I’ll even help you out! Grab me later & pinch a copy of my ‘Persona Survey Questions’!
  13. 13. Certain types of content play particularly important roles at specific stages of the decision-making process. Map Your Content AWARENESS RESEARCH COMPARISON PURCHASE BUYING BLOG POSTS, SOCIAL MEDIA UPDATES EBOOKS, WEBINARS, INDUSTRY REPORTS CASE STUDIES, DEMOS, CUSTOMER TESTIMONIALS ANALYST REPORTS, DETAILED PRODUCT INFO
  14. 14. the Content MachineYourDeluxeTourism Product,Experience,Venue Persona A (eg: Man in his 20’s) 1 1 3 3 2 2 4 4 1 1 3 3 2 2 4 4 1 1 3 3 2 2 4 4 Dream Booking Planning Experience Sharing 1 1 1 1 1 3 3 3 3 3 2 2 2 2 2 4 4 4 4 4 r1 r1 r1 r1 r1 r3 r3 r3 r3 r3 r2 r2 r2 r2 r2 r4 r4 r4 r4 r4 Dream Booking Planning Experience Sharing 1 1 1 1 1 3 3 3 3 3 2 2 2 2 2 4 4 4 4 4 r1 r1 r1 r1 r1 r3 r3 r3 r3 r3 r2 r2 r2 r2 r2 r4 r4 r4 r4 r4 Dream Booking Planning Experience Sharing 1 1 1 1 1 3 3 3 3 3 2 2 2 2 2 4 4 4 4 4 r1 r1 r1 r1 r1 r3 r3 r3 r3 r3 r2 r2 r2 r2 r2 r4 r4 r4 r4 r4 Persona B (eg: Woman in her 40’s) Persona C (eg: Woman with 2 Kids) Other Marketing
  15. 15. Strangely enough... The internet has 101 amazing infographics on the subject... Print one off... use it as funky wallpaper
  16. 16. Set Up Your Editorial Calendar GOOGLE CALENDAR A great tool for collaboration Share this with co-workers & content creators. • Work back from goals to define the content • Include alll specific dates, events & opportunities • Mix of content types, topics & personas • A great platform to repurpose content #OwnTheMoment Planner from Twitter
  17. 17. BUT
  18. 18. Storytelling is not intended to be a ‘Selling’ tool
  19. 19. What is content. Content is... • the staff within your business. Think of Hooters... not literally. Be Unique. • the design of your shop/office. Google for example - Free WiFi lets them share • your products and services. Think of Coffee shops and ‘Latte Art’ • things like the menus on your tables. You could deliver your Menus on iPads? • the Branding of your Business. Sofa King & “prices that are Sofa King low!” • your company values. Associations with charities and causes are great. • your customers. User generated content on experiences via social. • EVERYTHING. Just understand your goal & what you are trying to achieve.
  20. 20. CONTENT FROM YOUR BRAND
  21. 21. CONTENT FROM YOUR OFFICES
  22. 22. Nothing more needs to be said.
  23. 23. Be Short - Go Direct Take out the Guess Work
  24. 24. • biggest issues • objections to buying • the goals • the biggest challenges • what does success look like • the metrics they measure by They hear first-hand, the challenges & issues that your prospects are facing. They hear the common objections as to why people don’t buy. Your sales team provide a wealth of insight to the kind of Content to create
  25. 25. Go to your Customers // Direct Answers // Case Studies // Testimonials // Individual Journeys // Content ideas
  26. 26. & now...
  27. 27. THE MAGIC CONTENT
  28. 28. Before you write... Ask yourself this. • Is this actually useful? • Are you adding value - or just fluff? • Why are you writing this? • What problems are you solving? • What could you be doing instead? • Is it really worth it? “No fun for the writer - No fun for the reader.” Although, this guy likes fluff a little too much!
  29. 29. Create your content, tell your brand story, be emotional, be real. Your Story
  30. 30. #1: Your story needs a Hero • Make your customer the hero of your story. • Tell stories they imagine themselves in. • Understanding who you’re telling the story to. #2: Your story needs a helper So, what’s your role? Be Yoda • Make yourself the “wise helper” • Give the hero important information • Allow them to reach the goal.
  31. 31. #3: it’s the “gap” that makes a story work The Pageturning Factor It’s all about the gap... the space between what their wants & where they are in relation to this. 1. As the gap gets smaller, we think we’ve almost reached the goal. 2. Boom... Cliffhanger! 3. The gap widens again, so we’re driven to find out what comes next. Gaps command our attention & energy, That gives stories power. Understand the gap, and how you bridge it.
  32. 32. 1 Killer Headline + Incredibly Useful Info that Benefits Readers + Lively, Interesting Writing = Genuinely great content How to Write Great Content the formula...
  33. 33. The Content 80/20 Rule 8/10 Headlines get read 2/10 people read the copy The Headline. • The most important part of your Content. • Make it Magnetic • Write your headline first. • This focuses the content, stops drift & avoids waffle.
  34. 34. Write a Killer Headline like a Boss... “Can You Afford to Miss these 5 Easy Ways to be the Best Blogger in the World & Make Millions in just 5 minutes - all without having to lift a finger or learn anything, Fact.”
  35. 35. How to • How to [benefit 1] and [benefit 2] • How to ‘Win Friends’ and ‘Influence People’ The more you focus on the benefit to you reader in your headline - the happier your readers will be. List Posts • Ways to [do something] • Ways to Lose Your Job Whilst Presenting A Promise of ‘what’s in store’ Demonstrates Authority and Mastery of your expertise.
  36. 36. Insight • The Secret of [blank] • “The Secrets of Making Millions” Used quite a bit - because it works! Share insider knowledge and translate that into a benefit. Numbers • [No’ of Ways] Ways to [do something] • 10 Ways to Find a Friend Use digits rather than words & always place the number at the start of the sentence.
  37. 37. Education • The Beginners Guide to [blank] • “The Beginners Guide to Javelin Catching” Everyone wants to be taught. Headline Optimisation Example Instead of: “How to get better at planning your day.” Try: “The 5 minute guide to planning your day for more focus & productivity.”
  38. 38. Headline Tips • Make an intriguing almost irresistible promise. • Understanding the audience is key. • A really great Headline generally won’t appeal to everyone. • Understand ‘why’ the headline works and how to tweak it.
  39. 39. Not sure which headline to use? Test your Headlines on Twitter first. Use ‘retweets’ as a guide to engagement 140 Characters puts anyone who understands the fundamentals of a good headline at an advantage
  40. 40. Grab a copy of my How to Win at Headlines - Swipe File. With all the formulas & quick wins you will ever need... To request it, show me some love on: You have the Headline, Now on to the content. @estrategyltd /in/deanbreyley
  41. 41. It’s not all about length. Although generally, longer is better - don’t get hung up on that. Shorter is also sometimes better. Length is only one factor to consider. Should we move on? Content And surprise! People DO actually read it...
  42. 42. Readers like: • 300 - 500 Words Short, sharp creative stories that say something new. • 800 + Words Long, in-depth articles. Strong detailed narrative or insightful analysis • Forget the Middle - 500 to 800 Not short, fast & focused or long enough to be a real pay-off for readers.
  43. 43. Build the inverted pyramid • Go in Conclusion 1st, • Address the 5 W’s. • Then support it below
  44. 44. Keep it Short, Sweet & Neat • Embrace the line break (Shift+Return). • 1 Idea per paragraph - 3 or 4 sentences at most. • Break content with subheads - use ‘mini headlines’. • Use bulleted lists - this provides a visual break. • Use a strong image & deep captions (2-3 sentences).
  45. 45. • Add highly relevant links to other relevant content • Use strategic formatting - Bold important concepts • Harness the power of numbers (1,2,3,4,5,6,7 etc,) • Check your dual readership path & look after Scanners. (bullets, bold, lists, heads & subheads)
  46. 46. Include an Image Preferably a photograph. If in doubt - use a Puppy. Add a Call to Action Tell them you want them to do something. Seriously. Do this… Every time. Always. PLEASE CLICK ME
  47. 47. Optimise the Content SEO aint dead, it’s just different Text : Consider title tags, Meta descriptions, H1 tags, and URL structure. Image : Relevant alt tags, image tags, and filenames, while keeping file size in mind, too.
  48. 48. Please use “Click here” What the? Usability experts say: “Never, ever use Click here for a hyper-link.” Read more: copyblogger.com/click-here 95% of the time - Good Advice. Show what’s on the other side of the click instead. Click Here - On Your CTA Please
  49. 49. How to #Win Out-teach Your Competition Your competitors are also busy people. Selling sexy things, sponsoring cool events, delivering great work, yadda yadda. So how do you stand out? Don’t outspend them... Out-teach them! They probably won’t be thinking of this (erm… until they read this, so get there first!)
  50. 50. Teaching forms a bond that no other form of marketing provides. Earn loyalty, respect & gain trust. Even if they don’t buy from you, they will still be a fan. What do you mean “if they DON’T buy?” Don’t neglect Your 2nd Customer. Just Great Marketing? #CONTROVERSIAL
  51. 51. Repurposing Content. Serving the same content to multiple audiences. • Infographics • Meme • Videos • Guides • Reviews • Opinion post • How-to • Lists • Link Page • Ebook • Case Study • Podcast • Interview • Research • Original Data
  52. 52. Next you will learn the 7 things you absolutely, under no circumstance, must not do with your Content Marketing...
  53. 53. 7 Deadly Sins of Content Marketing When you come back next time for my presentation on:
  54. 54. I’ll just remind you... You need these in your life...
  55. 55. www.econsultancy.com/blog/64539- introducing-the-periodic-table-of-content-marketing
  56. 56. Social media is not something that should be solely utilized by any one team within a company. Ideally, the entire community will also be more apt to share these openings with its networks. Internal social networking There are some social networks that are designed to be used entirely inside an organization. Some people like Yammer. Some prefer Chatter. Heck, some even use Basecamp or Jive. Whatever flavor you pick, social networking tools used internally can be incredible for knowledge sharing, building a sense of camaraderie, and increasing cross-functional collaboration. Internal social networks can also be valuable for governance and policy awareness efforts. Career advancement Being active and fully aware of the "hows and whats" of social media is quickly becoming a mandatory skill in today's workforce. This skill cannot be overlooked, especially for HR professionals. Social media can also be used to network online and learn about trending topics in a specific field, discovering new areas of opportunity for the business that might include niche communities for related professions. Consistent branding and voice There are many elements that go into a brand—both visual and otherwise—but ultimately what it becomes is your promise to your customers. You define their experience of what your product offering tries to fulfill. A "brand" can feel like a very amorphous concept; but consider the fact that your company's brand helps add tangible value to the organization, and when managed appropriately, it can help to protect the investments made to the business over time. How one actually determines the value of a brand is a fairly complicated endeavor. Most of us aren't trying to compete with the most valuable global brands. That being said, there sure is a lot you can learn from them: Your social presence is just an extension of your brand, allowing that brand to reach many more people through networked experiences. This can be both a risk and an opportunity, so it’s important to spend the time it takes to decide and define what your brand will be in the social environment, as inconsistency in this area can lead to a disjointed customer experience (or even a negative impact). Key questions to answer include: Sample Guidelines 1. How your logo is to be represented 2. What fonts and colors can be used and in what manner 3. A full brand description and what it stands for 4. Situations in which the brand can and cannot be used 5. Tone, voice, and manner guidelines 6. Other topographical and structural elements (primarily for advertisers) If you do not already have brand guidelines developed, you'll want to start there with your marketing team. Once you have those finished, you'll want to address how they translate to social media. Most of the visual components (logos, colors, etc.) will remain the same, though you'll want to make sure the users setting up your social profiles have access to any relevant creative assets. For more inspiration, take a look at the and . For most small and medium businesses, these will likely feel overzealous (they probably are), but you can glean inspiration for the parts that make sense for you. If you have a graphic design team, they should be able to help you with a lot of this as well. Know your audience. Be on-brand, but also be relevant to the environment in which you're working. Your audience, or the social platform you are engaging on, may slightly change your tone and voice from your brand guidelines. This is where it's important to have a really solid understanding so you can adapt as necessary. It's not vital to be absolutely consistent between platforms, but it is vital to demonstrate cohesiveness. Be human. It probably sounds obvious, but this is the goal of social media. Human engagement is where the magic is, and keeping that in mind as you're developing your brand will help you craft a voice that's not only solid and cohesive, but also one that users can relate to and build relationships with. You know, like people. :) Integrate your campaigns. Integrating your campaigns across all of your social profiles can help solidify your brand and amplify your efforts. Using similar visual elements across all of your profiles will help ingrain your messaging and drive home the point in ways that are relevant and customized to the platform. Cambridge Identity Guidelines MailChimp's guidelines Is social media just a fad? Over the last several years, there has been an explosion of growth in popular social media platforms like Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest, and many others. It's safe to say that the era of social media is just getting started, and the need for social media in business will only become stronger over time. The whole world has seen the impact of the expansion and adoption of social media tactics, and the rising stats speak for themselves. When Facebook started in 2004, it was a bare-bones social network focused on connecting college students. Nine years and more than 1 billion active users later, Facebook has become the most widely-used social network to date and has shaped online interaction as we know it. From connecting distant friends and family members, to bridging the gap between brands and their communities, Facebook has taken the way we interact online to a whole new level. Key stats and demographics Looking for sources? Click on any of the stats above! How are people using Facebook? Since its inception, Facebook has become an integral component of people's online social presence. For many, Facebook is the only online social network in which they participate, though the level of engagement varies across the user spectrum. From those that check the network periodically throughout the week to those who are almost compulsively active, the core driving force to participation is connection: connecting with colleagues, friends old and new, alumni networks, and for an increasing percentage of users, even professional connections. The network itself has transformed into one with highly customizable privacy and visibility settings. Users can dial down their Chapter 6 Facebook Welcome to The Beginner's Guide to Social Media! Welcome to The Beginner's Guide to Social Media! Whether you're new to social media or just looking to close a few knowledge gaps, we're glad you stopped by. By now, we've all heard how valuable—even essential—social media can be. Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that social media is a far more complex field than it first seems. Diving in without a sense for what it's like can be overwhelming, and building a network that provides real value takes both savvy and hard work, but fear not—we're here to help! We hope you'll find this to be one of the most comprehensive social media resources available, and that no matter what your skill level is, there's plenty in here to help you improve your social presence. What are we waiting for? Let's dive in! Chapters Introduction 1 The Value of Social Media 2 Social Media Best Practices 3 Social Media Metrics and ROI 4 Find the Right Network for You 5 Facebook 6 Twitter 7 Google+ 8 LinkedIn 9 YouTube and Pinterest 10 Blogging 11 Social Doesn't Stop There 12 www.moz.com/beginners-guide-to-social-media/
  57. 57. Content.
  58. 58. Content. Keep it real
  59. 59. DEVELOPING & ENHANCING THE DIGITAL CUSTOMER JOURNEY & EXPERIENCE email dean@e-strategy.net linkedin /in/deanbreyley twitter @deanbreyley @estrategyltd dog&bone 07709 576 499 01803 203311 info@e-strategy.net The Byre. Berry Pomeroy. Devon. TQ9 6LH #DigitalTrends

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