You know you need to create content, but what does that really mean?

You know you need to create content but what does that really mean? Why should you create content? image source: http://www.visiture.com/wp-content/uploads/2009/04/content1.jpg

Why should you create content? image source: ﬂickr.com/photos/roblisameehan/336071768

It adds value back into the community image source: ﬂickr.com/photos/roblisameehan/336071768

It helps to establish “expert” status image source: ﬂickr.com/photos/raster/3380860520

It facilitates your ability to reach prospects (wherever they are)

image source: ﬂickr.com/photos/sequoya/3551406095 It nurtures leads through the buying process (educating, empowering, inspiring & enabling)

It contributes to your organic search ranking (so when you’ve been doing it as long as these guys, you’ll be at the top too)

It allows you to have a relevant impact image source: ﬂickr.com/photos/cuppini/3786536540

But, what actually constitutes content? image source: ﬂickr.com/photos/doberagi/1404539812

comments... image source: ﬂickr.com/photos/kasia-pics/2730645297

blog posts... image source: ﬂickr.com/photos/13582731

tweets... image source: ﬂickr.com/photos/maggieduvall/3741277664

pictures... image source: ﬂickr.com/photos/captainsmurf/445401202

video clips... image source: ﬂickr.com/photos/ihp/115884803

podcasts... image source: ﬂickr.com/photos/zoomar/2265202595

eBooks... image source: ﬂickr.com/photos/ppl2a/2652375827

webinars... image source: ﬂickr.com/photos/meetdimdim/3452639326

Do’s & Don’ts

do, show you’re the expert...

don’t, say you are. (you want people to decide this for themselves) image source: ﬂickr.com/photos/spiritedladyboutique/3925814815

do, be committed... (content creation is a long-tail strategy)

don’t, expect to get-rich-quick. (it takes consistency and time) image source: ﬂickr.com/photos/kubina/347687569

ah, yes...I see, interesting do, use language your customers use... image source: ﬂickr.com/photos/shadow_cat/3537328093

what exactly is... “mission critical”? don’t, use gobbledygook. image source: ﬂickr.com/photos/diarmada/2650933844

(just do what you do best, and let others do what they do best) do, focus on what your best at... (Like Jim Collins hedgehog focus what your passionate about) image source: ﬂickr.com/photos/7533960@N02/2054836038

don’t, act like you know everything. (Utilize internal resources and let them share their expertise) image source: ﬂickr.com/photos/melissathemouth/3442258473

do, be helpful... image source: ﬂickr.com/photos/skialpine/2246988033

don’t, be self-promotional. image source: ﬂickr.com/photos/mslume/441182515

do, share with the community...

don’t, bombard them. image source: ﬂickr.com/photos/meetdimdim/3452639326

do, map content to buying stages...

don’t, make the path hard to ﬁnd image source: ﬂickr.com/photos/digicana/4172082155

do, create buyer personas...

image source: ﬂickr.com/photos/mej1313/2585167444 don’t assume your content is relevant, by guessing

image source: ﬂickr.com/photos/pjb2332 do, be innovative, experimental & fun... (Scott Ableman plays a practical joke on co-worker using 14,000 Post-Its)

don’t, make others content look like yours. (3M steals idea without compensation or credit)

Genius Thank you! http://www.genius.com t: @genius_com e: bgago@genius.com t: @BarbraGago

http://www.socialbeta.cn	3975
http://help.slideshare.com	658
http://www.slideshare.net	515
http://estevedaniel.blogspot.com	478
http://www.genius.com	354
http://www.20ju.com	353
http://barbragago.com	330
http://blog.slideshare.net	181
http://www.dontwasteyourtime.co.uk	175
http://atcore.dk	138
http://www.foliospaces.com	123
http://veronicavera-factorhumano.com	108
http://slideshare.zendesk.com	76
http://xianguo.com	59
http://qplus.yuemee.com	58
http://www.thewebpitch.com	55
http://www.entrepriseglobale.biz	41
http://www.hksilicon.com	40
http://www.techcn.com.cn	24
https://c1.livetext.com	23
http://www.gilyehuda.com	21
http://www.chuanboxue.cn	19
http://www.estevedaniel.blogspot.com	18
http://global-enterprise.biz	14
http://diwiki.com	11
http://universidadeinvisivel.com	10
http://digilearning.blogspot.com	10
http://80.70.2.210	10
http://www.universidadeinvisivel.com	9
http://reader.youdao.com	9
http://flavors.me	8
http://feed.feedsky.com	8
http://bitacoradeperspectivas.wordpress.com	8
http://itindex.net	6
http://translate.googleusercontent.com	6
http://sawthis.posterous.com	6
http://feeds.feedburner.com	5
http://globecorp.biz	5
https://www.genius.com	4
http://www.cirip.ro	4
http://wp-test.communardo.local	3
http://www.yuemee.com	3
url_unknown	3
http://cache.baidu.com	3
http://pop.robingood.com	2
http://vouleragora.blogspot.fr	2
http://democracypr.simonwheatley.co.uk	2
http://www.socialbeta.cn.sixxs.org	2
http://1909draft.diwiki.net	2
http://www.intelligencestrategique.be	2
http://www.vouleragora.blogspot.com	2
http://localhost	2
https://noc.slideshare.com	1
http://www.19820.com	1
http://blueskysport.taobao.com	1
http://www.clipboard.com	1
http://twebmail.mail.163.com	1
resource://brief-content	1
http://www.hanrss.com	1
http://www.yolao.com	1
http://chitechnews.collected.info	1
http://weibo.com	1
http://webcache.googleusercontent.com	1
http://blog.slideshare.com	1
http://import-lcij.posterous.com	1
https://jimtoniks.diwiki.net	1
http://www.weebly.com	1
http://perevod.yandex.net	1
http://wiki.freshconsulting.com	1
http://65.55.177.205	1
http://vouleragora.blogspot.com	1
http://www.intelligence-strategique.be	1

You know you need to create content, but what does that really mean?

by Barbra Gago on Jan 07, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

72 Embeds 8,003

Statistics

You know you need to create content, but what does that really mean? — Presentation Transcript