Building your voice by creating unique content 102911

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  • 1. Building Your Voice by Creating Unique Content Gordon Dymowski
  • 2. Goals of Today's Presentation
    • Learn the best strategies for making online content appeal to readers and online audience.
    • Jump start creative thinking on how you (as individual or as business) engage with your audience online
    • Drive organic search results through creative content
  • 3. About Gordon
    • Non-profit/small business communications consultant
    • Blogger/writer – Comic Related, Baker Street Blog, Chicago Now Job Stalker
    • Current work – Sears Holding, Chicago Red Cross, Greater Southwest Development Corp
    • http://linkd.in/gordondym
  • 4. How many of you, as part of your networking/marketing efforts….
    • Cold call?
    • Have a web site?
    • Blog?
    • Use Linked In to connect?
    • Tweet?
    • Use a Facebook Page?
  • 5. Are you finding that….
    • Potential customers don’t seem to engage with your corporate mission?
    • Your written online content doesn’t quite sparkle?
    • Driven more by keyword content & frequency than by actual information?
    • Not getting any followers/traction on your social media efforts?
    • Any specific problems that you have?
  • 6. Creating unique content means….
    • Creativity is less about « great » writing and more about writing to your audience and subject
    • Allowing content to drive your mission, goals, and interests
    • Thinking like a « community organizer » - using efforts to build a small group of potential advocates and « fans »
  • 7. Know Your Audience Web site analytics – and your current audience – can help you determine areas of focus
  • 8. Know Yourself
    • What is your/your company’s « brand » (both in marketing and personality/experience)
    • What is your perspective? What are you bringing to the table?
    • What are your goals? What do you hope to accomplish?
  • 9. Capture Ideas As They Happen
    • Post-It Notes
    • Small Bound Notebooks
    • Evernote
    • Springpad
    Have some method of grasping ideas “on the go” – it’s not about how you do it; just that you do it
  • 10. A Note About SEO
    • Keywords are important, but make sure they’re within a specific context
    • Don’t want to depend on keywords to make up bulk of your content
    • Tagging is similar – you can have too many tags and too many keywords
  • 11. Take the Right Tone
    • Think of online content as starting/maintaining conversation with audience
    • Be open to trying different kinds of approaches in content creation
    • Humor and commentary can act as strong methods of engaging online readers
  • 12. Know Your Channels - Blogs
    • Use RSS reader like Google Reader to keep current on industry, as well as find articles for reaction
    • Reach out and comment on other blogs of interest
    • Integrate other media from flickr, YouTube, Internet Archive (archive.org)
  • 13. Know Your Channels - Twitter
    • Think « headline » when writing your tweets
    • Leave 20 characters for retweeting
    • Use platform like Hootsuite/Tweetdeck to track conversations of interest/Twitterchats
  • 14. Know Your Channels - Facebook
    • Personal/Fan page updates are longer than Twitter, but similar principles apply
    • Posting on behalf of business, but keep conversational tone
    • Share photos & video – encourage fans to share
  • 15. Know Your Channels – Linked In
    • Build professional credentials & « brand » via updates
    • Use groups & others’ updates to find and share articles of interest
    • Maintain a primarily professional tone
  • 16. Always remember: Never cross –post across your social media streams – play to each channel’s strengths!
  • 17. Build an Editorial Calendar
    • Determine frequency of posting on each channel
    • Look at « seasonal » issues in business – holidays/highlights/peak periods of interest
    • Assemble document that indicates postings per month
  • 18. Putting it All Together
    • You’ve done market research into topics that interest your audience – you know what they would like to know
    • You’re learning what will engage your potential audience in a conversation
    • You’re also bringing your own perspective to creating content about your business
    Creating unique content is less about a specific method and more about bringing your/your company’s perspective to a given subject.
  • 19. Questions? Contact Info: Gordon Dymowski http://www.gordondymowski.com [email_address] 773-809-4473