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Content into Commerce: Powerful Ways to Turn Content into Cash

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Learn these powerful ways to get SEO traffic from search engines by turning your content into commerce. Turning your content into a keyword focused hub can also allow you to link into products and …

Learn these powerful ways to get SEO traffic from search engines by turning your content into commerce. Turning your content into a keyword focused hub can also allow you to link into products and make money - yes, you can possibly turn your content into cash!

Check out this SEO SlideShare, and follow @ELMConsulting on Twitter for more.

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  • 1. LESSON  1:     TURN  YOUR  CONTENT  INTO  CASH   Course   Turning  Content  Into  Commerce  
  • 2. Turn  Your  Content  into  Commerce   Ok,  we  all  know,  you  cant  really  turn  your  content  into   money,  can  you?  Yes!  Well,  sort-­‐of.  There  are  simple   ways  you  can  start  to  leverage  your  content  as  a   channel  for  commerce.   The  approach  to  content  development  should  focus  on   authority  building  at  its  core.  As  a  brand,  it  is   important  to  leverage  content  as  a  tool  for  authority   building  in  the  digital  space.     This  lesson  defines  guidelines  and  approaches  to  building   authority  through  content  development,  which  as  you   will  learn  in  lesson  4  of  this  course,  ulDmately  leads  a   reader  to  acDon.  
  • 3. Write  Statements  of  “Authority”   There  should  be  a  clear  use  of  statements  that  show  your  content  as   factual,  but  there  are  also  guidelines  that  govern  the  use  of  such   factual  remarks.    Follow  these  simple  steps  to  ensure  you  are  correctly  applying   statements  of  fact  to  your  content:   •  Statements  of  fact  should  not  be  exaggerated,  loosely  defined  or   paraphrased.  When  quoDng  sources  or  other  writers,  limit  quotes   into  short  statements  of  fact.   •  Statements  of  fact  must  be  objecDve,  accurate,  and  have  record  or   reference  for  every  asserDon.   •  Find  facts  that  can  be  stated  in  your  favor,  and  provide  relevant   context  and  brief  detail.   •  Neutralize  unfavorable  facts  by  seMng  them  in  footnotes  or  placing   them  in  context.   •  It  is  useful  to  briefly  summarize  statements  regarding  a  specific  topic   or  fact.  
  • 4. 5  Statements  that  Reflect  “Authority”   These  statements  are  important  because  they  help  the  search  engines  to   see  the  site  as  an  authority  for  a  given  topic.  When  wri<ng  about  a   given  subject,  it  is  helpful  to  make  authorita<ve  or  factual  statements  to   help  the  content  appear  trusted  and  resourceful.   Here  are  some  example  statements  that  reflect  authority  when  applied  to   wriQen  content.   1.  “Previous  studies  show…”   2.  “Is  has  become  clear  that…”   3.  “One  way  of  seeing  this  is…”   4.  “A  challenge  of  this  …”   5.  “On  or  about  such  and  such  date  this  happened…”   Use  these  and  other  techniques  to  improve  your  sites  authority  in  search.  
  • 5. Importance  of  Story  Telling   Making  a  connec<on  is  important  in  your  personal  life,   right?  So  it  is  also  important  in  your  professional  life;   establishing  a  background  and  context  about  your   product  or  service  with  your  target  audience.     Tell  a  story  that  connects  your  reader  to  you,  your  brand   and  the  value  you  provide,  which  will  make  it  more   suscep<ble  to  being  spread.     The  more  a  story  spreads,  the  higher  it  increases  in   authority.    
  • 6. How  to  Connect  with  Reader  EmoJons   Researchers  have  long  known  that  part  of  what  makes  content  so   suscepDble  to  spreading  is  emoDon;  emoDons  are  contagious.  This   emoDonal  contagion  can  occur  indirectly-­‐-­‐say,  by  receiving  a   forwarded  arDcle.  Evoking  an  emoDon  is  the  way  for  readers  to   connect  with  content.     To  become  an  authority,  write  content  that  evokes  one  of  these  5   connecDons:   1.  PosiDve  emoDon  –  happiness  in  the  reader   2.  NegaDve  emoDon  –  anger  the  reader   3.  Improve  the  mood  -­‐  comfort  the  reader     4.  Acceptance  –  make  the  reader  feel  “in  the  know”   5.  Empathy  -­‐  solve  a  problem   When  your  content  has  the  ability  to  arouse  readers  and  evoke  emoDon,   the  result  is  a  viral  spread  that  connects  readers  and  builds  authority.  
  • 7. Measure  Content  by  ConnecJons   Once  a  connec<on  is  made,  it  is  important  to  reveal   weather  or  not  the  approach  is  working,  and   measure  if  the  reader  took  ac<on.     Here  are  measurable  acDons  that  confirm  an   emoDonal  connecDon  was  made  through  content:   •  User  comments   •  Product/service  purchasing   •  Social  sharing  
  • 8. 70/20/10  Rule:  Approach  to  Authority   Here  is  a  breakdown  of  the  content  balance  to   have  influence  and  reach  the  personas  that   help  a  brand  be  seen  as  an  authority:     70%:  novice  –  content  to  tell  a  story  or  offer   a  soluDon     20%  knowledge  seekers  –  content  from  the   expert       10%  influenJal  –  content  for  the  experts    
  • 9. Balance  &  Influence    As  an  authority  of  subjects,  your  brand  has  to  have   balance  to  have  influence;  apply  the  70/20/10  rule.      This  is  to  say  that  of  the  content  wriQen  by  your  brand,   should  have  a  30%  expert  focus;  with  20%  of  content   from  the  expert,  while  only  10%  is  wriQen  for  experts.      The  prime  70%  of  content  is  to  build  authority  with  and   bring  informaDon  to  the  novice,  the  seeker  of  your   brand  that  does  not  have  that  deeper  insight.      Tell  a  good  story,  share  facts  and  offer  soluDons  that   makes  your  brand  authoritaDve,  and  gain  influence    This  novice  will  keep  coming  back,  and  amplify  the   message  beyond  your  website  
  • 10. Follow  us  on  TwiVer  @   www.TwiQer.com/ELMConsulDng.org   www.     www.ELMConsulDng.org