10 ridiculously
simple steps to
making money
 with content
... with a handful of numbers,
quotes and diagrams thrown in
       at no additional cost
But first...
140 characters about me

Digital content-maker from way back (yes, the ‘90s)
living a hybrid life amongst brands, search e...
Oh... and I made this
Content, not ads
Chapters, not
matching luggage
Social networks
 plus websites
“Alright,
internet dude,
enough talk
about the
future.”
Source: Hitwise – website visits - week ending 02/05/2009
Some more numbers
Brand or channel unique audience:
      Facebook 4,979,000
      MySpace 2,179,000
       Blogger 2,029,...
B2B Marketing Tactics 2009
              Source: Marketing Profs & Forrester
Ta tic g ne tingle d
  c s e ra        as
But what is
content?
If Wikipedia
  says it is,
so it must be
“Content is information and
experiences that may provide value
for an end-user/audience in specific
contexts.”




       ...
http://en.wikipedia.org/wiki/Content_(media_and_publishing)




        “Content may be delivered via
     any medium such...
content sparks
conversation
becomes content
The Workout:
10 simple steps to cracking
      sweet-as content
Step 1.

 Work out
     your
marketing
challenges
Step 2.




Work out who’s worth what to you
http w .s
    ://w w nitke o
                r.c m
Personas
Great persona examples
and discussion can be
found in this Slideshare
presentation:
http://www.slideshare.net/Jan...
Step 3.




Work out what a ‘conversion’
       means to you
Think      • Downloads
           • Requests

and        • Joins


measure    • Subscribes
           • Registers

‘end   ...
Step 4.

 Work out
what you’re
      about
Looking for myself online
http://google.com/adwords
http://www.google.com/insights/
http://www.new.facebook.com/lexicon
http://www.taggalaxy.de
http://www.tweetcloud.com
http://www.tagcrowd.com
http://www.delicious.com
http://www.spezify.com
http://www.socialmention.com
http://blogsearch.google.com
http://www.digg.com
http://www.technorati.com
http://www.twendz.com
Step 5.

  Work out
  what your
competition
    is up to
http://google.com/adwords
http://www.quarkbase.com
http://www.spyfu.co
Step 6.

Work out
where
the
people
are
Step 7.

Work out
     how
 they are
    where
  they are
Forrester Social Technographics Ladder

               Common Tactics
   Creators
               Outreach to bloggers
    ...
Step 8.

Work out
  how
 to get
  their
attention
Thinking like a blogger
    1. Periodic hero content
      2. Snappy headlines
         3. Easy to scan
            4. Use...
Headlines

Number + Adverb + Adjective
+ Topic + Focus + Benefit/Effect
Step 9.




          Work out how to
          persuade
Design Patterns
Key, comparative benefit claim


                                              Social proof, performance proof



        ...
Expert proof &
                             quotes




                         Second call to action for
                ...
Step 10.

Work out
   your
     ask
Step 1. Work out your marketing challenges
Step 2. Work out who’s worth what to you
Step 3. Work out what a ‘conversion’ m...
Questions?


mark.pollard@mccann.com.au
       @markpollard
   www.markpollard.net


   Free SEO e-book from Glenn Murray ...
Content That Converts
Content That Converts
Content That Converts
Content That Converts
Content That Converts
Content That Converts
Content That Converts
Content That Converts
Content That Converts
Content That Converts
Content That Converts
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Content That Converts

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10 steps to making content that will work for your business: thinking like a blogger, personas, design patterns, end-actions and more.

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Content That Converts

  1. 10 ridiculously simple steps to making money with content
  2. ... with a handful of numbers, quotes and diagrams thrown in at no additional cost
  3. But first...
  4. 140 characters about me Digital content-maker from way back (yes, the ‘90s) living a hybrid life amongst brands, search engines, social networks and websites. I work here I write here www.markpollard.net I tweet here @markpollard
  5. Oh... and I made this
  6. Content, not ads
  7. Chapters, not matching luggage
  8. Social networks plus websites
  9. “Alright, internet dude, enough talk about the future.”
  10. Source: Hitwise – website visits - week ending 02/05/2009
  11. Some more numbers Brand or channel unique audience: Facebook 4,979,000 MySpace 2,179,000 Blogger 2,029,000 WordPress 832,000 Twitter 679,000 Bebo 543,000 Yahoo!7 Groups 391,000 Six Apart TypePad 326,000 Google Groups 266,000 LinkedIn 258,000 Source: Nielsen Online NetView, March 2009
  12. B2B Marketing Tactics 2009 Source: Marketing Profs & Forrester
  13. Ta tic g ne tingle d c s e ra as
  14. But what is content?
  15. If Wikipedia says it is, so it must be
  16. “Content is information and experiences that may provide value for an end-user/audience in specific contexts.” http://en.wikipedia.org/wiki/Content_(media_and_publishing)
  17. http://en.wikipedia.org/wiki/Content_(media_and_publishing) “Content may be delivered via any medium such as the internet, television, and audio CDs, as well as live events such as conferences and stage performances.”
  18. content sparks conversation becomes content
  19. The Workout: 10 simple steps to cracking sweet-as content
  20. Step 1. Work out your marketing challenges
  21. Step 2. Work out who’s worth what to you
  22. http w .s ://w w nitke o r.c m
  23. Personas Great persona examples and discussion can be found in this Slideshare presentation: http://www.slideshare.net/JaneFloyd
  24. Step 3. Work out what a ‘conversion’ means to you
  25. Think • Downloads • Requests and • Joins measure • Subscribes • Registers ‘end • Calls actions’ • Watch, listen
  26. Step 4. Work out what you’re about
  27. Looking for myself online
  28. http://google.com/adwords
  29. http://www.google.com/insights/
  30. http://www.new.facebook.com/lexicon
  31. http://www.taggalaxy.de
  32. http://www.tweetcloud.com
  33. http://www.tagcrowd.com
  34. http://www.delicious.com
  35. http://www.spezify.com
  36. http://www.socialmention.com
  37. http://blogsearch.google.com
  38. http://www.digg.com
  39. http://www.technorati.com
  40. http://www.twendz.com
  41. Step 5. Work out what your competition is up to
  42. http://google.com/adwords
  43. http://www.quarkbase.com
  44. http://www.spyfu.co
  45. Step 6. Work out where the people are
  46. Step 7. Work out how they are where they are
  47. Forrester Social Technographics Ladder Common Tactics Creators Outreach to bloggers Contests to solicit content Encourage spoofing Critics Solicit comments Encourage voting Social bookmarking Encourage forward to friend Collectors Offer RSS feeds Snaggable Widgets Download Podcasts Joiners Viral videos/websites Create groups & communities Social applications Spectators Portable, original content Optimize content findability Inactives Source: www.forrester.com/Groundswell/profile_tool.html
  48. Step 8. Work out how to get their attention
  49. Thinking like a blogger 1. Periodic hero content 2. Snappy headlines 3. Easy to scan 4. Useful 5. Promote your content 6. Validate other content creators 7. Lateral thoughts
  50. Headlines Number + Adverb + Adjective + Topic + Focus + Benefit/Effect
  51. Step 9. Work out how to persuade
  52. Design Patterns
  53. Key, comparative benefit claim Social proof, performance proof Plain English features - succinct CTA: trial, 60 second sign-up Shows me what I’m buying Fights for credibility - Simple logos Social proof: from Video to linger & connect Visuals for every benefit respected companies active in online communities Relevance: types of firm Relevance: types, scale of use Empathy: Relates my problem back to me
  54. Expert proof & quotes Second call to action for scrollers Social proof: Social proof: online Social proof: types of recommendation chatter use, credibility
  55. Step 10. Work out your ask
  56. Step 1. Work out your marketing challenges Step 2. Work out who’s worth what to you Step 3. Work out what a ‘conversion’ means to you Step 4. Work out what you’re about Step 5. Work out what your competition is up to Step 6. Work out where the people are Step 7. Work out how they are where they are Step 8. Work out how to get their attention Step 9. Work out how to persuade Step 10. Work out your ask
  57. Questions? mark.pollard@mccann.com.au @markpollard www.markpollard.net Free SEO e-book from Glenn Murray at Divine Write valued at $79.95 http://www.divinewrite.com/ADMA

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