Content Generation Workshop Boy Scouts of America 8/13/13 Jim Young Vice President

Content Generation Workshop Boy Scouts of America 8/13/13 What you’ll leave with today 1.An understanding of what great content is 2.A basic content strategy 3.Some content ideas 4.Techniques for generating more content

Content Generation Workshop Boy Scouts of America 8/13/13 A Couple of Important Starting Points

Content Generation Workshop Boy Scouts of America 8/13/13 A Couple of Starting Points Which site should you be on? Channel doesn’t matter Your message matters

Content Generation Workshop Boy Scouts of America 8/13/13 A Couple of Starting Points Are you thinking strategically? Know your audience. Know your brand and voice.

Content Generation Workshop Boy Scouts of America 8/13/13 A Couple of Starting Points Sources Internal External StrategicImpulsive Creative Processes Where content comes from: Today’s Topic

Content Generation Workshop Boy Scouts of America 8/13/13 What is the Purpose of Content?

Content Generation Workshop Boy Scouts of America 8/13/13 The Purpose of Content Content (blog post, Tweet, etc.) Desired Result (purchase, lead, inquiry)

Content Generation Workshop Boy Scouts of America 8/13/13 The Purpose of Content Content Emotional Reaction Action Desired Result

Content Generation Workshop Boy Scouts of America 8/13/13 The Purpose of Content Content Emotional Reaction Action The more complex the Result, the more repetitions Desired Result

Content Generation Workshop Boy Scouts of America 8/13/13 The Purpose of Content 5 Typical Actions Content Drives Getting found Staying top of mind Qualifying/filtering Clarifying/differentiating Managing objections

Content Generation Workshop Boy Scouts of America 8/13/13 The Purpose of Content

Content Generation Workshop Boy Scouts of America 8/13/13 So What is Great Content?

Content Generation Workshop Boy Scouts of America 8/13/13 What is Great Content? Great content is material that evokes a powerful emotional reaction that moves people to take actions toward your Desired Result.

Content Generation Workshop Boy Scouts of America 8/13/13 What is Great Content? The more powerful the reaction, the better the content But only if the emotions are appropriate to your brand It’s about your reader

Content Generation Workshop Boy Scouts of America 8/13/13 What is Great Content? Emotion #1: Enjoyment (humor, fun, escape, entertainment, etc.)

Content Generation Workshop Boy Scouts of America 8/13/13 What is Great Content? Emotion #2: Helpful (useful, educational, problem-solving, etc.)

Content Generation Workshop Boy Scouts of America 8/13/13 What is Great Content? Emotion #3: In the know (first to know, on the inside, in the know, etc.)

Content Generation Workshop Boy Scouts of America 8/13/13 What is Great Content? Emotion #4: Surprise (shock value, unexpected, unique perspective)

Content Generation Workshop Boy Scouts of America 8/13/13 What isGreat Content? Emotion #5: Conflict (debate, discussion, point/counterpoint, etc.)

Content Generation Workshop Boy Scouts of America 8/13/13 What is Great Content? Emotion #6: Fear (warning, investigative, being prepared, etc.)

Content Generation Workshop Boy Scouts of America 8/13/13 What is Great Content? Emotion #7: Trust (safety, reliability, honesty, integrity, etc.)

Content Generation Workshop Boy Scouts of America 8/13/13 What is Great Content? Emotion #8: Understanding (belonging, empathy, crusade, etc.)

Content Generation Workshop Boy Scouts of America 8/13/13 The Purpose of Content

Content Generation Workshop Boy Scouts of America 8/13/13 Techniques to generate content topics

Content Generation Workshop Boy Scouts of America 8/13/13 Topic Generation 1. Answering questions Something you commonly get asked Everything you’ve ever been asked

Content Generation Workshop Boy Scouts of America 8/13/13 Topic Generation 2. Asking for involvement Caption a picture Make a list Show us your [blank] Solicit questions to answer

Content Generation Workshop Boy Scouts of America 8/13/13 Topic Generation 3. Asking questions Of some outside expert(s) Of some non-sales internal expert (vendor, QC, etc) Of customer who uses your product or service innovatively

Content Generation Workshop Boy Scouts of America 8/13/13 Topic Generation 4. Explaining why You do what you do Why things are the way they are Things are not the way they could be

Content Generation Workshop Boy Scouts of America 8/13/13 Topic Generation 5. Sharing a vision Where the world is headed How the world could be if only How the world will be when

Content Generation Workshop Boy Scouts of America 8/13/13 Topic Generation 6. Talking about others Others who are or aren’t getting it right People/groups who share your values or inspire you

Content Generation Workshop Boy Scouts of America 8/13/13 The Purpose of Content

Content Generation Workshop Boy Scouts of America 8/13/13 Techniques to generate longer content material

Content Generation Workshop Boy Scouts of America 8/13/13 Long Material Generation 1. Start by talking, not writing Over a table (conference, lunch or bar), on a dais or on the phone Ask “why” questions if more material is needed

Content Generation Workshop Boy Scouts of America 8/13/13 Long Material Generation 2. Record the conversation Take no (or minimal) notes. Focus instead on listening and keeping the speaker going Transcribe it later

Content Generation Workshop Boy Scouts of America 8/13/13 Long Material Generation 3. Use as fallback Perfect for the “Asking Questions” approach Use open-ended “why” questions to get longer answers.

Content Generation Workshop Boy Scouts of America 8/13/13 Long Material Generation 4. Build a content calendar Look ahead for known events to plan content for Work ahead to avoid feeling rushed and stressed

Content Generation Workshop Boy Scouts of America 8/13/13 Jim Young Vice President

Content Generation Workshop Boy Scouts of America 8/13/13