© 2013 • All Rights Reserved • Big Block Studios Inc. • JusticeMitchell.com
Psychotic
Cross-Content Training
Psychotic
: an abnormal condition of the mind,
and is a generic psychiatric term for a
mental state often described as inv...
Reality=Boring Content
THIS SHOULD SUCK
Topic-Driven BlogPersonal Blog Business Blog
Personal Blog
Journal Content Self Branding Monetized Content
Main Menu Alt. Content
Journal Content - Foundations
• Define mission and goals
• Create a schedule
• Make it personal
• Key into goal growth
• Pa...
Journal Content - Ideas
• Support your content with your history
• Stories from your childhood
• Make a timeline of your l...
Journal Content - Killers
• #1 Killer: Lack of attention to engagement
• Inconsistent voice
• Playing sides
• Zombie apoca...
Self Branding - Foundations
• Identify your place (research)
• Define your voice, tone and manner
• Consistently brand all ...
Self Branding - Ideas
• Daily videos, vines or instagram videos
• Create a podcast or online radio show
• Become a guest b...
Self Branding - Killers
• Weak content with little value to audience
• Perception of “selling out”
• Superiority in voice
...
Monetized Content - Foundations
• Launch blog with content
• Seek ad networks (or customer direct ads) that are appropriat...
Monetized Content - Ideas
• Use videos with rating and reviews
• Give “pro” and “con” summaries every time
• Support big p...
Monetized Content - Killers
• Getting caught selling sponsored content as genuine
• Being “too much” of any one opinion
• ...
Business Blog
Online Business Brick & Mortar B2B Content
Main Menu Alt. Content
Online Business - Foundations
• Do a competitive content and social analysis
• Create an ambassador program
• Create a voi...
Online Business - Ideas
• Multi-part blog posts
• Interview your customer
• Map the production process of your product
• C...
Online Business - Killers
• Getting too personal
• Poor social engagement
• Talking bad about competitors
• Lack of engage...
Brick & Mortar - Foundations
• Cover/Own all location-based social networks to your location
• Create ample content (photo...
Brick & Mortar - Ideas
• Online contest for in-store rewards
• Create #instagram and micro-video incentivized programs and...
Brick & Mortar - Killers
• Not glorifying contest winners
• Inconsistent content deployment
• Lack of content diversity
• ...
B2B Content - Foundations
• Deploy topical content first
• Cover your competitor’s bases
• Create new content not simply so...
B2B Content - Ideas
• Create a community of SMEs for your business (also crisis)
• Actively seek photos, videos and feedba...
B2B Content - Killers
• Lack of knowledge within category
• Not responding to feedback
• Slow customer service
• Slow cont...
Topic-Driven Blog
Education & Training Ratings & Reviews Category SME
Main Menu Alt. Content
Education & Training - Foundations
• Define all the tools before the techniques
• Be sure to outline difficulties (create deg...
Education & Training - Ideas
• Videos, vines and instagrams - make multistep processes video
• Heavily tag your content so...
Education & Training - Killers
• Poor or inadequate content
• Too basic/advanced for demo
• Keeping current - version cont...
Rating & Reviews - Foundations
• Create a defined rating model
• Try to equally weight pros and cons
• Progressively review...
Rating & Reviews - Ideas
• Do end-of-year reviews
• Roll out new products
• Seek content from the vendors
• Seek supportin...
Rating & Reviews - Killers
• One-sided reviews
• Lack of integrity
• Slow engagement
• Killer Bees
IDEAS
KILLERS
Category SME - Foundations
SME Blogs are a derivative of Personal Branding but usually more topic
or subject matter driven...
Category SME - Ideas
• Respectfully challenge competitions’ content
• Create quarterly reviews and year-end “wrap ups”
• P...
Category SME - Killers
• Don’t be a douche bag
• Consistency in messaging and deployment
• Don’t make up facts
• Sharknado...
This Is A Test ... Remain Calm.
Define The Social Graph
What other marketing touch points are you using to get noticed?
Building Blocks For Ideation
#POSTS
COMMUNITIES
WEBISODIC
CONTENT
VIDEOS
PODCASTS
DIRECT
TWEETS
WEBSITES
THREADS
FORUMS
AR...
Content Litmus Test
NCAs ENGAGEMENT RETENTION RECRUITMENT
BRAND
IMPRESSION
ONLINE
PURCHASES
BUZZ
CONTESTS PRESS & NEWS WEB...
Mapping Your Content
Month 3Month 2Month 1
2 2 3 3 5
Your Special Magical Unicorn Person Thing
Justice Mitchell:
• Global Social Media Director — Kaseya
• JusticeMitchell.com ...
Psychotic Cross-Content Training #FLBLOGCON
Psychotic Cross-Content Training #FLBLOGCON
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Psychotic Cross-Content Training #FLBLOGCON

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What is the thing that every blogger will eventually ask themselves? "What do I write about this time?"

Join me: JusticeMitchell.com on a choose your own adventure presentation! Together let's explore a break from the same old blog post model, and find new creative ways to express yourself and your content. Will let you the audience decide how best to take your future content from "zero to hero."

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Psychotic Cross-Content Training #FLBLOGCON

  1. 1. © 2013 • All Rights Reserved • Big Block Studios Inc. • JusticeMitchell.com Psychotic Cross-Content Training
  2. 2. Psychotic : an abnormal condition of the mind, and is a generic psychiatric term for a mental state often described as involving a "loss of contact with reality".
  3. 3. Reality=Boring Content
  4. 4. THIS SHOULD SUCK
  5. 5. Topic-Driven BlogPersonal Blog Business Blog
  6. 6. Personal Blog Journal Content Self Branding Monetized Content Main Menu Alt. Content
  7. 7. Journal Content - Foundations • Define mission and goals • Create a schedule • Make it personal • Key into goal growth • Participate “in real life” • Stay humble • Feedback IDEAS KILLERS
  8. 8. Journal Content - Ideas • Support your content with your history • Stories from your childhood • Make a timeline of your life • Write in third person looking in • Try using a story site like: • http://cowbird.com/ • https://storify.com/ • http://storyful.com/ IDEAS KILLERS
  9. 9. Journal Content - Killers • #1 Killer: Lack of attention to engagement • Inconsistent voice • Playing sides • Zombie apocalypse IDEAS KILLERS
  10. 10. Self Branding - Foundations • Identify your place (research) • Define your voice, tone and manner • Consistently brand all channels • Create content to support image • Defining your look • Create consistent • Be unique • Engage IDEAS KILLERS
  11. 11. Self Branding - Ideas • Daily videos, vines or instagram videos • Create a podcast or online radio show • Become a guest blogger • Become someone's pull quote: • http://www.responsesource.com/ • http://www.helpareporter.com/ • http://flacklist.com/ • http://muckrack.com/ IDEAS KILLERS
  12. 12. Self Branding - Killers • Weak content with little value to audience • Perception of “selling out” • Superiority in voice • Inconsistent posts • Pushing sales • Radioactive Fallout IDEAS KILLERS
  13. 13. Monetized Content - Foundations • Launch blog with content • Seek ad networks (or customer direct ads) that are appropriate for your demographic • If you’re seeking sponsorships or product be clear in your contextual intentions with the customer or brand. • Don’t seek advertisers until you have ample traffic, or subscribers • Be transparent with sponsorships, affiliation and ambassadorships IDEAS KILLERS
  14. 14. Monetized Content - Ideas • Use videos with rating and reviews • Give “pro” and “con” summaries every time • Support big post with an engagement email campaign • Create a ranking systems and leader-boards (makes additional content) • Reverse-engineer your competition’s most engaged posts • Recycle and refresh evolving topical content • Create surveys and ways to get feedback • Cultural “piggybacking” IDEAS KILLERS
  15. 15. Monetized Content - Killers • Getting caught selling sponsored content as genuine • Being “too much” of any one opinion • Not feeding your followers • Piranha Fish IDEAS KILLERS
  16. 16. Business Blog Online Business Brick & Mortar B2B Content Main Menu Alt. Content
  17. 17. Online Business - Foundations • Do a competitive content and social analysis • Create an ambassador program • Create a voice for the business • Create an assignment desk • Create a content calendar • Seek out SMEs for content • Track and optimize • Be consistent IDEAS KILLERS
  18. 18. Online Business - Ideas • Multi-part blog posts • Interview your customer • Map the production process of your product • Create a weekly content tradition “Behind the Scenes Tuesdays” • Pre, During and Post content for all new product launches • Produce basic video overviews of products (see: Zappos) • Create posts about the history of your product IDEAS KILLERS
  19. 19. Online Business - Killers • Getting too personal • Poor social engagement • Talking bad about competitors • Lack of engagement • Vampires IDEAS KILLERS
  20. 20. Brick & Mortar - Foundations • Cover/Own all location-based social networks to your location • Create ample content (photos & videos) of your location and culture • Give your online audience exclusivity before the general public • Cover the social channels appropriate for your demographic • Seek ways to make people part of the online content • Create and maintain an online communal extension • Favorite customers become ambassadors IDEAS KILLERS
  21. 21. Brick & Mortar - Ideas • Online contest for in-store rewards • Create #instagram and micro-video incentivized programs and discounts • Open your blog for external (moderated) submissions • Crowdsource customers on new product ideas • Rewards programs for blogger outreach • Make complaints real content IDEAS KILLERS
  22. 22. Brick & Mortar - Killers • Not glorifying contest winners • Inconsistent content deployment • Lack of content diversity • Rabid Packs of Dogs IDEAS KILLERS
  23. 23. B2B Content - Foundations • Deploy topical content first • Cover your competitor’s bases • Create new content not simply source it • Content should create “thought leadership” not bandwagon • Alignment with external blogging SME within category • Seek content from staff (incentivize) • Content calendars for posts and PR IDEAS KILLERS
  24. 24. B2B Content - Ideas • Create a community of SMEs for your business (also crisis) • Actively seek photos, videos and feedback from staff (run contests) • Develop communities and seed topics on boards for fresh perspectives • Support your industry vertical with a independent multi-author content blog • Seasonal, end-of-year and product launch based content • Pre-write content prior to live events IDEAS KILLERS
  25. 25. B2B Content - Killers • Lack of knowledge within category • Not responding to feedback • Slow customer service • Slow content distribution • Giant F-ing Meteor! IDEAS KILLERS
  26. 26. Topic-Driven Blog Education & Training Ratings & Reviews Category SME Main Menu Alt. Content
  27. 27. Education & Training - Foundations • Define all the tools before the techniques • Be sure to outline difficulties (create degrees) • Make sure you cross-link DIY items that relate • Multi-authors post work well to cover ancillary topics • When creating online education be sure to use ample content • Don’t get brand specific (unless promoting one) • Explain the process in more than one way IDEAS KILLERS
  28. 28. Education & Training - Ideas • Videos, vines and instagrams - make multistep processes video • Heavily tag your content so like-minded topics will live in the same place • Monetize your education: • Learning Management Systems (LMS) • http://www.mindflash.com • http://www.litmos.com/ • http://www.talentlms.com/ IDEAS KILLERS
  29. 29. Education & Training - Killers • Poor or inadequate content • Too basic/advanced for demo • Keeping current - version control • Killer Space Aliens IDEAS KILLERS
  30. 30. Rating & Reviews - Foundations • Create a defined rating model • Try to equally weight pros and cons • Progressively review your ranking process • Be transparent with sponsored reviews • Let your audience submit ratings • Create unique ranking criteria • Be topical — “don’t rate late!” IDEAS KILLERS
  31. 31. Rating & Reviews - Ideas • Do end-of-year reviews • Roll out new products • Seek content from the vendors • Seek supporting metrics from independents • Invites category SMEs to submit their ratings • Create “best of” and “worst of” categories • Create leader-boards IDEAS KILLERS
  32. 32. Rating & Reviews - Killers • One-sided reviews • Lack of integrity • Slow engagement • Killer Bees IDEAS KILLERS
  33. 33. Category SME - Foundations SME Blogs are a derivative of Personal Branding but usually more topic or subject matter driven. • SME content while topical adds credibility • Maintain topical status within vertical • Create “key differentiation” through opinion, research and strategies • “OWN” the category with supported content • Create content from resourced data • Publish external content such as eBooks and whitepapers IDEAS KILLERS
  34. 34. Category SME - Ideas • Respectfully challenge competitions’ content • Create quarterly reviews and year-end “wrap ups” • Prognosticate trends and changes in your vertical • Surround yourself with other SMEs you’re not in competition with • Posts should create a foundational understand with defined opinion • Create content where their is none – podcasts? Infographics? • Fertile soil for multi-part posts IDEAS KILLERS
  35. 35. Category SME - Killers • Don’t be a douche bag • Consistency in messaging and deployment • Don’t make up facts • Sharknados IDEAS KILLERS
  36. 36. This Is A Test ... Remain Calm.
  37. 37. Define The Social Graph What other marketing touch points are you using to get noticed?
  38. 38. Building Blocks For Ideation #POSTS COMMUNITIES WEBISODIC CONTENT VIDEOS PODCASTS DIRECT TWEETS WEBSITES THREADS FORUMS ARTICLES PRESS RELEASES EMAILS INTERNAL MESSAGING SPECIAL OFFERS POSTS THEN NOW
  39. 39. Content Litmus Test NCAs ENGAGEMENT RETENTION RECRUITMENT BRAND IMPRESSION ONLINE PURCHASES BUZZ CONTESTS PRESS & NEWS WEBINARS COMMUNITY EVENTS PRODUCT EDUCATION TREND SPOTTING Primary Directives: Secondary Directives:
  40. 40. Mapping Your Content Month 3Month 2Month 1 2 2 3 3 5
  41. 41. Your Special Magical Unicorn Person Thing Justice Mitchell: • Global Social Media Director — Kaseya • JusticeMitchell.com — Blogger Social Nerd: • twitter.com/justicemitchell • instagram.com/justicemitchell • facebook.com/justicewmitchell SPEAKER

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