Urszula Richards, onlineiq Salisbury and Modbury Creating and Marketing Content
Goals for this Session You will leave this session with An outline of the content you will create Confidence with what the next steps are for you to create it, and A decision about how you will distribute it
Assumptions People do business (engage) with people they know, like and trust That this occurs over time That this takes work ! & , however choosing the right topic, the right method and best distribution method for you will make it fun.
What is content? Podcasts Youtube Checklists Blog posts White papers Powerpoint presentations Curate and comment Pinterest / Images / Infographics Guest blog posts Interviews How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Pinterest / Images / Infographics Guest blog posts Interviews How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Pinterest / Images / Infographics Guest blog posts Interviews How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Pinterest / Images / Infographics Guest blog posts Interviews How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Pinterest / Images / Infographics Guest blog posts Interviews How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Images / Infographics Guest blog posts Interviews How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint Presentations Curate and comment Images / Infographics Guest blog posts Interviews How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Images / Infographics Guest blog posts Interviews How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Images / Infographics Guest blog posts Interviews How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Images / Infographics Guest blog posts Interviews How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Images / Infographics Guest blog posts Interviews Workshops and Presentations How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Images / Infographics Guest blog posts Interviews Workshops and Presentations How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Images / Infographics Guest blog posts Interviews Workshops and Presentations How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Images / Infographics Guest blog posts Interviews Workshops and Presentations How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Images / Infographics Guest blog posts Interviews Workshops and Presentations How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Images / Infographics Guest blog posts Interviews Workshops and Presentations How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Images / Infographics Guest blog posts Interviews Workshops and Presentations How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
What is content? Podcasts Video Checklists Blog posts White papers Powerpoint presentations Curate and comment Images / Infographics Guest blog posts Interviews Workshops and Presentations How to guides Testimonials Case Studies Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In
Consider this.. Have you ever had an , a status update or blog post and thought “What rubbish! or Tell someone who cares, or Why am I receiving this??? or How annoying!! Don’t be that person!
Ask yourself the hard questions… Who am I talking to? What problems are they dealing with / trying to solve? What does s/he need most? What information are they searching for? How can I help?
Exercise – getting started on YOUR content Go through your sheet and answer those questions. I will go though each section and pause so you can fill it out
Preliminary Questions Who am I talking to? You are NOT talking to everyone! Pick one customer segment and define them well Create a ‘cardboard cutout’ in your mind about what this customer looks like, and their life situation, in order to be answer the next questions… give them a name
Preliminary Questions What problems are they dealing with / trying to solve? Take some time to think about this Draw on your experience of existing customers or Take time to listen in on {online + offline} conversations
Preliminary Questions What does s/he need most? What information are they searching for? Pause and consider Write it down Ask the person next to you for help
Preliminary Questions How can I help? Having the answers to the above questions, what knowledge, skills and resources do you have that can help (& I don’t mean your Product or Service) Content is {generally}*about marketing not sales. However great content marketing makes sales much easier. *more about that later
Lets change tack and look at a case study Read article and go over lessons learnt, and see if this helps you going back over your answers
For content to be effective it needs to Be of high quality (commit to the process, quality not quantity) Be relevant (know your audience) Be contextual (be where your clients ARE) Contribute to the Know, Like, Trust Vault
Content by Buying Cycle – another perspective
Don’t mix up your messages You should either Be providing something of value or Asking them to buy Don’t confuse people by mixing up these two messages
Content by Skill Set / Resources Be less ambitious & more practical (do something you are likely to succeed with) Under-promise and over-deliver, as trust will be undermined if you promise and then don’t deliver Start small, build confidence, competence before you know what you can commit to regularly Generally one or two channels are better than many unless you have a huge team!
Leverage Content Create once, repurpose segment Create once, distribute multiple channels Curate and Comment as Content Content, Community, Conversation Controversy as Content
Where you can get help with content Local Copywriters Online Services (there are MANY others) Images (creative commons for images) Image editing for many graphic, and technical tasks (app for beautiful presentations with images)
Important point about outsourcing content Your content is your strategy and proof for achieving the ‘know, like and trust’ needed to convert leads into clients Getting help with what you are not good at is important, but the ideas and knowledge must come from YOU, or someone as skilled / knowledgeable within your business I often get asked …“I have purchased this newsletter content from somewhere and want to it out to my clients…”
YOUR content Chose topic Chose method Chose distribution Outline Next steps
Extra help Polaris – 4 hour mentoring session Developing understanding of your customer Marketing message Rhys Moult, Polaris Centre Onlineiq – automated marketing sequences and systems, websites, online marketing Go to facebook.com/onlineiq and Like in order to view new resources posted up
Links & Resources content-strategy content-strategy