1. Making Marketing Content – A Workshop For Security Professionals
Presented by: Matt Ashton | Robbie Danko
Samantha Bresnan
On behalf of the PSA Sales & Marketing Committee

2. Introduction Who is PSA Security Network? Benefits:
The world’s largest electronic security cooperative
Chances are, your company is an owner!
Benefits:
National Deployment Program
Competitive Bid Program
Competitive Pricing on Leading Equipment
Committee Engagement | Networking | Education
marketing

3. Learning Outcomes LEARNING OBJECTIVES
Develop content that is social media ready
Create templates for customer-facing documentation and presentation materials
Produce a 60-second video that can be uploaded to YouTube and get your message across in a clear and concise manner

4. SOCIAL MEDIA CONTENT

5. Social Media Define your target audience Determine your message
Decide on your platform
Dive IN!

6. Most Socially Shared Content
Infographics–incredibly engaging; humans process visual info faster than words interactive content –the Quiz; user does something rather than consume it
Content That Evokes Emotion–strong positive emotion; happy emotions get more shares doesn’t matter what industry you are joy-interest-anticipation-trust
Content with Images–image rich content is incredibly shareable; the eyes and the brain gravitate toward it, engage with it, and share it
List Posts–people love to share lists and infographics (21,000 shares/mo), Headlines are magnetic, has a certain number of points, the public feels they benefit from a list post therefore share on social media
Newsworthy Content–Changes, additions, acquisitions, promotions, community involvement

7. Crafting Your Message Intended audience
What you want them to hear, see, feel
What you want them to remember
Linking to company website
How do you say it
Word count
Cadence
Sequence
Special effects (bold, italics, color)
Supporting image, video or other content

8. Tools Free pictures – Pexals.com Media ready images – canva.com
Scheduling distribution
Hootsuite
Tweetdeck

9. CUSTOMER FACING CONTENT

10. Types of Content Website Collateral Tradeshow Setup
Proposal Documentation
Cover page
RFP Responses

11. What Is Being Communicated
Company Background
Areas of Expertise
Differentiators
How Services are Delivered
Advantages of Working with You

12. Key Considerations Consistent Language Visual Appeal
Terminology
Writing Style
Conversational
Assumed Expertise/Expectation of Common Knowledge
Visual Appeal
Consistent branding
Color selections
Logo
Names of products/services
Definitions
How the content is distributed/accessed
Is it obvious why someone is reading your information
Relevancy and Timeliness

13. CREATING A VIDEO

14. Creating a Video What should your video be about?
What is the goal of your video?
Who are you talking to?
How can you use video to communicate your main idea?

15. Steps To Create Video Sources/Creation of Images Sources of Audio
Sources of Video
Uploading/Creating Timeline for Video
Hosting the Video
Promoting the Video
Social Media
Website
YouTube Channel
Signature

16. Questions??? Matt Ashton | matt.ashton@securadyne.com | 330-418-7933
Samantha Bresnan |
Robbie Danko | |