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How to Create Great Conent

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How to create great content for your websites, blogs, email, flyers, and brochures in 7 simple steps.

How to create great content for your websites, blogs, email, flyers, and brochures in 7 simple steps.

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  • 1. CONTENT CREATION SYSTEM™ How to write great content for your blog posts, webpages, emails, flyers, and brochures in 7 simple steps.
  • 2. WHY YOU NEED QUALITY CONTENT 11/8/2013 In 2012:  2.4 Billion Internet Users (274 million in North America) 1.2 Trillion Searches on Google (67% market share)  2.2 Billion Email Users (Average open rate of 28%)  What are people doing on the internet? Looking for information. Copyright © 2013 by Boutique Marketing All Rights Reserved.  Source: http://royal.pingdom.com/2013/01/16/internet-2012-in-numbers/ 2
  • 3. GOOGLE AND SEMANTIC SEARCH 11/8/2013 Why? Because internet users demand good quality content. Source: Ricardo Bilton http://venturebeat.com/2013/10/02/things-not-strings-how-googles-new-hummingbirdalgorithm-sets-the-stage-for-the-future-of-mobile-search/ Copyright © 2013 by Boutique Marketing All Rights Reserved. “Core to what Google is doing with [these new updates] is a shift in focus away from keywords and towards intent and semantics, which are infinitely more relevant to users.” 3
  • 4. ENGAGEMENT BY DESIGN: CREATING CONTENT WITH A PURPOSE 11/8/2013 Copyright © 2013 by Boutique Marketing All Rights Reserved. 4
  • 5. HOW TO MANAGE YOUR CONTENT AND YOUR TIME Create an editorial schedule. 3. Write faster. Copyright © 2013 by Boutique Marketing All Rights Reserved. Think quarterly, not weekly. 2. 11/8/2013 1. 5
  • 6. HOW MUCH TIME SHOULD YOU SPEND WRITING? 11/8/2013 More complex sales pieces will take longer and less complex pieces, like an internal memo, will take much less time. Copyright © 2013 by Boutique Marketing All Rights Reserved. How much time? Realistically, you should spend anywhere from an 1-1 ½ hours creating an original piece of content. 6
  • 7. 7 SIMPLE STEPS 3. 4. 5. 6. 7. Copyright © 2013 by Boutique Marketing All Rights Reserved. 2. Decide Choose Your Topic Free Write Walk Away Find the Thread Edit Post 11/8/2013 1. 7
  • 8. STEP 1: DECIDE 11/8/2013 Copyright © 2013 by Boutique Marketing All Rights Reserved. Step 1 is to decide what type of copy you’re going to write (blog post, newsletter, email, etc…), who your prospect is, and what action do you want her to take. 8
  • 9. STEP 1: DECIDE 11/8/2013 Type of Copy: Knowing what you’re going to write will give you an idea of the how long your piece needs to be, and about how much time you’re going to spend writing. An email anywhere from 50-200 words. A newsletter should be anywhere from 50-500 words long. Who You’re Writing To: To write good copy you need to have supreme clarity on who you’re writing to and what problem you’re trying to solve. A copywriter’s trick is to create a detailed persona of your ideal prospect or client and write only to her. Copyright © 2013 by Boutique Marketing All Rights Reserved. In general a blog post should be between 200-700 words, depending on your industry. What’s Your Call to Action: You’re writing copy because you want to build credibility, create or sustain relationships, or you want them to buy your product. Knowing your call to action before you write will give your writing direction and 9 purpose.
  • 10. STEP 2: CHOOSE YOUR TOPIC 11/8/2013 Copyright © 2013 by Boutique Marketing All Rights Reserved. This is where most people become stuck in the writing process, they have no idea what to write about. However, now that you’ve already gone through step 1 the process 10 has already gotten easier.
  • 11. STEP 2: CHOOSE YOUR TOPIC Make a list of problems that your current or ideal customers are having. 2. Go to Amazon.com and look up bestsellers in your field and read the table of contents. 3. Read the reviews about these books. 4. Visit other blogs on a similar topic. 5. Type keywords into Google Search and make note of the auto-finish. For example if you type, “how to market” Google will try and finish the sentence for you. This will give you a clue to what people are searching for. 6. Go to Google+ and look under “what’s hot.” This will give you an idea of the topics that are trending. 7. Read journals, magazines, and papers that your clients are likely to read. Visit the comments section to see what you’re clients are thinking about. 8. Copyright © 2013 by Boutique Marketing All Rights Reserved. 1. 11/8/2013 Here are some copywriter’s tips to help you source ideas that your customers will love: You never know when inspiration will strike, so be sure to keep a piece of paper with you so you can write down ideas. 11
  • 12. STEP 3: FREE WRITE 11/8/2013 Copyright © 2013 by Boutique Marketing All Rights Reserved. Free writing is a technique that is very much like stream of consciousness writing. Free writing will allow you to develop your idea more fully and you may even come up with a new one. 12
  • 13. STEP 3: FREE WRITE 1. 2. Write down or type your topic. Spend no more than fifteen minutes writing stream of consciousness on your topic. • Do not worry about punctuation, spelling, or grammar. • Keep writing until you feel you’ve exhausted the topic and then write for a minute or two more. • You will veer off the topic and that’s okay. You’ll write down every cliché you know about your topic and that’s okay too. Just write. • Free writing will help you to move beyond the frustration of having to write perfectly. • It is your most powerful tool in your writer’s toolbox. As an added benefit, it’s also very relaxing. Copyright © 2013 by Boutique Marketing All Rights Reserved. Here’s how it works: 11/8/2013 Free writing is a technique that is very much like stream of consciousness writing. Free writing will allow you to develop your idea more fully and you may even come up with a new one. 13
  • 14. STEP 4: FIND THE THREAD 11/8/2013 Either re-write these paragraphs on another sheet of paper or cut and paste them in a new document. Usually these are your opening paragraphs. Now you just need to finish the piece. Copyright © 2013 by Boutique Marketing All Rights Reserved. Spend 5 minutes going over your free write. You will be surprised to see that there is a paragraph or two that kind-of make sense. Just like in the free-write, don’t worry about making the piece perfect, not yet. Just spend another 14 15 minutes or so finishing your piece and make sure that you add your call-to-action near the end.
  • 15. STEP 5: WALK AWAY 11/8/2013 Step 2 should have taken you about 10 minutes and your free write, step 3, no more than 15 minutes. Copyright © 2013 by Boutique Marketing All Rights Reserved. If you already had a good idea about the needs of your ideal client then step 1 should have taken you no more than 5 minutes. And step 4 another 15 minutes. So far you should’ve put in about 45 minutes of writing your post. Now comes the most crucial step in the writing process, walking away. 15
  • 16. STEP 5: WALK AWAY 2. By breaking up your writing you’ll feel less overwhelmed. When you come back to your writing your mind will be fresh and you’ll quickly be able to find what is salvageable in your piece and what isn’t. Copyright © 2013 by Boutique Marketing All Rights Reserved. 1. 11/8/2013 You need to learn to let your writing rest for an hour or even a day. This serves two purposes: 16
  • 17. STEP 6: EDIT 11/8/2013 --John Irving Copyright © 2013 by Boutique Marketing All Rights Reserved. “More than a half, maybe as much as two-thirds of my life as a writer is rewriting.” 17
  • 18. STEP 6: EDIT Ask yourself these three questions: 1. Is it Clear? 2. Is it Simple? 3. Is it Direct? Master copywriter Michael Masterson says, “Good writing is clear thinking.” If it sounds good when read aloud then you’re ready for the final step. Copyright © 2013 by Boutique Marketing All Rights Reserved. As you’re reading you’ll stop and make corrections. After you go through the entire piece, read it aloud to yourself again. 11/8/2013 Now that you’re piece has rested, it’s time to finish it. A copywriter’s trick is to read your copy aloud to yourself. You’ll find the inconsistencies, awkward sentences, and the lulls. 18
  • 19. STEP 7: POST AND PROMOTE 11/8/2013 Now it’s time to release it into the world. Copyright © 2013 by Boutique Marketing All Rights Reserved. So, if you’ve done all the steps you’ve spent about 60-75 minutes writing your piece. Congratulations! 19
  • 20. STEP 7: POST AND PROMOTE Oh here’s a last piece of advice. Don’t be afraid to check your analytics often. This will give you more insight into what your clients and prospects are looking to read. Happy Writing! Copyright © 2013 by Boutique Marketing All Rights Reserved. Promote it on all of your social media channels and ask your partners and friends to share it. If it’s good then they will. 11/8/2013 You can re-write and re-edit a piece indefinitely, but you’ve got a million other things to do, so post your piece and promote it. 20
  • 21. FINAL THOUGHTS For example, did you know that people retain more information when they read on paper versus online?  Did you know that only 20% of people will read a webpage in it’s entirety?  That 8 words is optimal for email subject lines.  That long form copy on landing pages will convert better for many products and services. Copyright © 2013 by Boutique Marketing All Rights Reserved.  11/8/2013 Each piece of copy has it’s own structure. 21
  • 22. HOW TO CREATE ENGAGING CONTENT IN 7 SIMPLE STEPS 11/8/2013 Wednesday’s, December 4th, 11th, 18th from 7:00-9:30 PM Copyright © 2013 by Boutique Marketing All Rights Reserved. The workshop series will be held at The Life Oasis in Torrance 22
  • 23. HOW TO CREATE ENGAGING CONTENT IN 7 SIMPLE STEPS. Discover the secrets to creating engaging blogs, webpages, emails and landing pages.  Learn how to create an editorial schedule to manage your time.  Create a detailed client profile and refine your brand message.  Be given fail-proof templates that you can use to re-create great copy again and again.  When you finish with this series, you will have created an email series to sell your product or service, at least one blog post, Q1 editorial schedule, and improve at least one of your cornerstone pages for your website. Copyright © 2013 by Boutique Marketing All Rights Reserved.  11/8/2013 In this hands-on 3-part series you will : 23
  • 24. REGISTER TODAY AT: http://www.GreatContent.EventBrite.com Copyright © 2013 by Boutique Marketing All Rights Reserved. Register before November 28th and Pay only $147 11/8/2013 Cost is: $197 24

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