Urszula Richards, onlineiq Salisbury and Modbury Creating and Marketing Content.

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 Email 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 Email 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 Email 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 Email 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 Email Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In http://itsdevelopmental.com/2012/if-ever-there-was-a-reason-to-aggregate-filter-and-curate-content/

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 Email Newsletters Ebooks Webinars Within social media http://www.smartinsights.com/plantosucceed/

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 Email 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 Email Newsletters Ebooks Webinars Within social media – Twitter conversation, FB conversation, Linked In

Consider this.. Have you ever had an email, 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 http://www.copyblogger.com/ryan-masters-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 http://www.copyriot.com.au http://www.wickedcowmarketing.com.au/ Online Services https://www.ebyline.com/ (there are MANY others)https://www.ebyline.com/ Images www.depositphotos.com, www.flickr.com (creative commons for images) Image editing www.picmonkey.com www.fiverr.com for many graphic, and technical tasks www.haikudeck.com (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 email 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 8260 8205 Onlineiq – automated marketing sequences and systems, websites, online marketing www.onlineiq.biz, 0413 606 463 www.onlineiq.biz Go to facebook.com/onlineiq and Like in order to view new resources posted up

Links & Resources www.copyblogger.com http://offers.hubspot.com/a-practical-guide-to-building-a-killer- content-strategy http://offers.hubspot.com/a-practical-guide-to-building-a-killer- content-strategy http://www.socialmediaexaminer.com/ http://marketingconqueso.com/

Urszula Richards, onlineiq Salisbury and Modbury Creating and Marketing Content.

Similar presentations

Presentation on theme: "Urszula Richards, onlineiq Salisbury and Modbury Creating and Marketing Content."— Presentation transcript:

Similar presentations

About project

Feedback

Log in

Auth with social network:

Urszula Richards, onlineiq Salisbury and Modbury Creating and Marketing Content.

Similar presentations

Presentation on theme: "Urszula Richards, onlineiq Salisbury and Modbury Creating and Marketing Content."— Presentation transcript:

Similar presentations

About project

Feedback