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
- 10. Social networks plus websites
- 12. “Alright, internet dude, enough talk about the future.”
- 15. Source: Hitwise – website visits - week ending 02/05/2009
- 16. 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
- 17. B2B Marketing Tactics 2009 Source: Marketing Profs & Forrester
- 18. Ta tic g ne tingle d c s e ra as
- 21. If Wikipedia says it is, so it must be
- 22. “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)
- 23. 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.”
- 26. The Workout: 10 simple steps to cracking sweet-as content
- 27. Step 1. Work out your marketing challenges
- 28. Step 2. Work out who’s worth what to you
- 29. http w .s ://w w nitke o r.c m
- 30. Personas Great persona examples and discussion can be found in this Slideshare presentation: http://www.slideshare.net/JaneFloyd
- 31. Step 3. Work out what a ‘conversion’ means to you
- 32. Think • Downloads • Requests and • Joins measure • Subscribes • Registers ‘end • Calls actions’ • Watch, listen
- 34. Step 4. Work out what you’re about
- 35. Looking for myself online
- 49. Step 5. Work out what your competition is up to
- 55. Step 7. Work out how they are where they are
- 56. 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
- 57. Step 8. Work out how to get their attention
- 58. 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
- 59. Headlines Number + Adverb + Adjective + Topic + Focus + Benefit/Effect
- 61. Step 9. Work out how to persuade
- 62. Design Patterns
- 63. 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
- 64. Expert proof & quotes Second call to action for scrollers Social proof: Social proof: online Social proof: types of recommendation chatter use, credibility
- 65. Step 10. Work out your ask
- 66. 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
- 67. 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