Learn how to write like a POPSTAR, to ensure the success of your online marketing. This is lesson #4 in my "Nothing new Under the Sun" series - A free online marketing course I'm sharing with the world :) Lesson #1: http://kpis.co/2011/10/24/3-things-to-know-for-your-website-to-succeed Lesson #2: http://kpis.co/2012/02/11/what-do-you-know-about-the-first-50-years-of-internet-history Lesson #3: http://www.slideshare.net/popart/in-the-court-of-the-content-king

1. In the Court of the
Content King II
How to Write Content like a POPSTAR

2. Introduction

3. Hi!
My name is
Mike Darnell.
I was born in 1974
My 1st job was
modeling underwear
& Roman toys

4. My partner is
Virode Imtarnasan -
Thai, 38 years old,
married, studied law
Career: EA, Sega, IRM…
Web: Cnngo, Vertu,
Playboy…
Is your website
targeting and engaging prospects?

5. Where we do
business

6. The Fun Bit

7. Last session we
discussed the
WHY and WHAT
of great content

8. We learned there’s
Nothing New Under the Sun
because…

9. Marketers have always
known the key to success is
providing useful information
about their products…

10. …Especially
AT THE
POINT/TIME
OF SALE

11. Be it in person…

12. …in print…

13. …or online

14. We learned about
the importance of
INBOUND LINKS…

15. Site 1
Site 2
Your
great Site 3
content
Site
4
Etc.

16. …and helped each
other brainstorm
content ideas for
our websites

17. We understood
that our
challenge is
finding the
sweet spot:
Content that is
no only popular,
but also has
marketing value
for our
company

18. And we learned that with a little
effort and creativity even
“boring” businesses can crack it…

19. We touched on the
types of content we
can create:

20. Topics Mediums
Products/services
Company info
Texts (HTML/PDF)
News
Images
Events
Presentations
Tips/how-tos
Audio
Faqs
Podcasts
Lists
VIDEO
Case studies
Forms/Quizzes
Testimonials/clients
Etc.
Articles
Etc…

21. The reality is that the
EASIEST content we can
create, that’s still likely to
gain our audience’s
appreciation, is probably:

22. Topics Mediums
Products/services
Company info
Texts (HTML/PDF)
News
Images
Events
Presentations
Tips/how-tos
Audio
Faqs
Podcasts
Lists
VIDEO
Case studies
Forms/Quizzes
Testimonials/clients
Etc.
Articles
Etc…

23. The web is still* for the most
part a text based medium
* But the future is video…

24. To rule the web you need
to write like a ROCKSTAR

25. But HOW?

26. Getting started:

27. Read
Share
Comment
Write

28. 1) Read

29. What to Read

30. Learn from the best

31. Technorati is probably
the best place to find
blogs you’ll enjoy

32. Use Klout to find the
Top Influencers
relevant to you

33. Another useful tool is
Google Alerts

34. Google Alerts are an
excellent way to
regularly search and
stay on top of topics
and key-phrases
relevant to you and
your business

36. Setting up a
dedicated
iGoogle page is
an easy way to
categorize,
organize, share,
and collaborate
your Google
Alerts with
others

37. Take a minute to list 10
key-phrases you
should have alerts for

38. How to Read

39. AVOID reading on your PC
Use your phone to take
advantage of time
travelling, waiting, etc.

40. Using a reader will remind you more
and more people are accessing the
web on the move -
Is your content optimized for them?

41. 2) Share

42. What to Share

43. We all hate
SPAMMERS

44. This probably belongs
on Facebook,
unless you’re a vet…

45. Add value

46. Be relevant
to your audience

47. 1. Share good people & useful content
2. Show gratitude
3. Promote people you’d like to befriend

48. How to Share

49. Start simple

50. By clicking buttons…

51. …and pasting links

52. Then take it to
the next level…

53. Tools like the Bit.ly browser
plugin make sharing to
multiple platforms easy & fun

54. Aggregators like Scoop.it take your
shared links and automatically turn
them into blog-like websites

55. Don’t abuse
the tools

56. The easiest thing to
ruin online is your
OWN REPUTATION

57. 3) Comment

58. Commenting is a
great way to engage

59. A good comment is a first step
in establishing a relationship
IT HELPS GET YOU
NOTICED
…by the author,
and everyone who visits their post.
Ever.

60. Commenting
drives traffic
and builds links

61. Commenting
sparks creativity
A good comment
is easily remade
into content for
your own site

62. 4) Write

63. Once you feel
you’re ready to
take the plunge…

64. …it’s time to write
your first content

65. Here are a few
hints and tips to
get you started:

66. What NOT
to write

67. About us
Features
We’re great

68. NOBODY
CARES

69. “…The most frequent reason for
unsuccessful advertising is
advertisers who are so full of
their own accomplishments
(the world’s best seed!)
they forget to tell us why we
should buy
(the world’s best lawn!)…”
[John Caples -
1926-1990 - The man who
wrote the book on
copywriting]

70. Focus on
what’s
in it for
THEM

72. Respect George Carlin:
Keep it simple and
avoid jargon and
adjectives

73. How to write

74. Never forget
that reading
online is
HARD

75. 72 DPI
Screen flicker
Distractions
etc., etc., etc…

76. Regardless of
the reasons the
result is…

77. Nobody really
READS online…
…instead we SCAN

78. So be sure to
follow these
7 basic tips…

80. Put your most
important
information
in the first two
paragraphs

82. Learn from
professional
Journalists and
Editors…

83. Look at the
next slide for
NO MORE THAN
5 SECONDS

85. What do you
remember?

86. Use LEADS

88. Short paragraphs make for easy reading
Usability experts are confirming what has long been known to newspaper
editors and journalists. When writing news short paragraphs that handle
one idea or concept are far more likely to be read and remembered.
9 out of 10 people only read headers
The statistic above is entirely made up however I have little doubt that
although the numbers may be off, the principle is valid. This is why it’s most
likely the vast majority of people seeing this slide will never realize they’ve
been taken for a little ride…
White spaces and margins are important
Making text easy to read isn’t dependent solely on how the words and
paragraphs are laid out. No less important are the surrounding and dividing
spaces that allow the reader’s eyes and brain to rest, digest, and organize
the content absorbed.

90. Know your
keywords and
USE THEM

92. Never forget the Meta
URL, <title>, “description”, <h1>

93. Questions?

94. Workshop time!

95. A typical blog post is anywhere between
150-400 words long - approximately the
length of two full screens
You have 10 minutes to write 150 words about your
main product or service, while adhering to the 7 rules
listed above.
Swap your text with a class-mate and edit their text to
make it more appealing. Leave notes explaining your
edits.
Present your work to the group for more feedback

96. Thanks!
…I’m at mi@vimi.co
Mike