London. Photograph: by Lucy Husband/PAhttp://www.guardian.co.uk/environment/georgemonbiot/2009/feb/25/population-emissions-monbiot
Chris Brogan emailTalk about these questions – they are the reason you need good content.Robyn Quinn Big Bang Communications
Is your content talking more about you than them? What channels are the best route to your customers? That will guide your content planAudience or persona profile is key step in content planning and development – internal as well as externalHow about “you” languageWhat do they CARE about?
Hand out the Internet Users article
Talk about story telling and define story – business version
Gathering and sharing for your audiencesPulling together information from multiple sources with comments or discussion around itWriting original content
POSITION establish your organization authority –Curated content lets you ramp up quickly a resource, trustedThey will rely on you to filter the best stuff – so they don’t have to hunt it down
John Cleese is a great example – he has several talks on YouTube about the creative process
The first step is time consuming but don’t skip it!!!!
Tell stories – share information, the rule of thumb is 80% relevant info 20% sales or less….People do business with people they know or trust
Think visual – if its another talking head or a boring description of a process no one is interested in – you are wasting your resourcesFollowing industry news (having interviews with interesting influencers at a conference) is a good way to position your status as helpful
Rich, well written content that reflects the core values and business model can be a double strategy – SEO and public profile enhancement
Real content – versus smoke and mirrors.Session one we talked about establishing trust and being a useful source or good content will do that for your organization
don’t have crap on your site or blog just because it has great keywords. You insult your audience and alienate potential customers or partners – media will write you off if you do this.
Talk about blogging as a platformHow to use it, building links, follow blogs your current and future customers followMake comments on other blogs
the CEO of CISCO has a blog, industry associations have blogs
Nuff said – if you think blogging is a chore or stupid or you don’t enjoy the social media experience – blogging is not going to work for you
Remember your internal champions!!! Your own subject matter experts and front line staff who know what the customer really wantsOthers are – events, partnerships and alliances, networking, trade shows, conferences What metrics will you use to measure success?
Ask people to suggest other mistakes
TOOLS AND SITES ARE OUT THERE, AS WELL AS GOOD CREATORS (WRITERS, VIDEOGRAPHERS, ARTISTS, PODCAST PRODUCERS ETC)
Build Powerful Content…or get eatenRobyn Quinn
2013“The Year of Content”How do we satisfy the contentmonster?You need to plan, develop andmanage it for your business ororganization.Audrey from Little Shop of Horrors
GET TO KNOW YOUR AUDIENCEThere is no such thing as “the general public”Two people in this crowd care aboutwhat you care about.Content will find them.
Create a persona profile. Give them what they want.Who are your audiences?
The bad news: Internet usersaren‟t reading your content Eyes impatiently dart acrossscreens, looking for somethinginteresting. You may have 12 to 15characters – max – to get yourvisitors attention. If your content is fluff, or salesy,prepare for quick exits.
The good news: Internet users areloyal and appreciate relevantuseful content Telling a story engagesaudiences in ways that sellingsimply doesn‟t. Listen and be rewarded. Become their friendly andtrusted source of meaningfulinformation.
Three Phases of ContentAggregateCurateCreateHave you stalled ormoved through?
You gather and shareinteresting contentfrom multiple sourcesas a discerningpublisher.AGGREGATE
You become atrusted filter for youraudience –commenting on andsharing interestingcontent.CURATE
CREATE Warning: Being a content creator is nocake walk Find your authentic voice Avoid “brochure” talk Enjoy the experience Give yourself time“Creativity is not a talent, it is a way of operating”John Cleese
Make Your Content Plan Assess your current assets (existing content on yourwebsite, in your user materials) Identify what you want as an outcome (changedbehaviour not a list of likes or followers) Draft a realistic editorial grid Create a schedule – based on your resources Outcomes and measurements specified/expectations Hire a contractor if necessary Listen Adjust, constantly
Example of a planning grid “outputs” layout. If youhave too much time on your hands:
Share or Solve:Don‟t ShillGreat relationships are built on trust
Six Characteristics of aGood Content Idea or Story True – real people, real situations, genuineemotions and facts Relevant – what benefit for the reader/user Human – believable and universal Passionate – you have to care Original – so what? Surprising – look for a way to raise curiousity
Building the Right Content foryour Audiences LISTEN - OBSERVE Join social media conversations – discover how youcan contribute while raising company/organizationprofile Survey results (yours and others) Use technical FAQs and customer feedback Stories - customers and staff Reviews of books, conferences, websites, webinars,blogs
Video/Audio Content Visual is powerful – but make sure you have resources Post images – ask staff and customers „How to‟ videos Industry experts and forums Industry leader podcasts Product descriptions/explanations Speaking engagements Tour of your office/facility/factory HR related videos (staff stories)
Traditional Content Day in the Life Interviews with staff Company profile, timeline or history Interviews with senior staff Achievements and awards Testimonials from clients/customers Lists: 10 things, 7 tips, 5 mistakes… Community contributions
How Abe Books shows the way Niche Blogs Pinterest Website expereince Guest blogs Google+ community Forums Featured commentary on book newsOnline used book source (Amazon) uses astrong - and synchronized - contentstrategy to successfully build trust in theirbook communities.
Mari Smith, Social Media Camp 2013Content is King.But Engagement is Queen and sherules the house!
Engagement – an outcome ofgood content management Facebook community –checking in for relevancy Sharing on LinkedIn Sharing and responding toconversations on Twitter Posting on blogs, activelyresponding Asking for opinions Brand champions Forums Podcasts Webinars Google Hangouts Pinterest Boards – monitoraudiences and whichposting get attention Positive profile
Have FunExample - HubSpot Blog Content Foodie Fun Raisin Bran - Useful, everyday posts. Practical how to advice Spinach - Healthy thoughtful posts. Establish your businessand credibility. Longer posts with info. Roasts - Big hearty projects. Take a lot of time, get attention Tabasco - Articles that start fires. Risky tough questions. Chocolate cake - The sweet stuff. Fun stuff like cartoons,music videos and entertainment. These are the posts that getshared the most on social media.
The "Lets Start a Blog" BlogYou know what these are like. The first post (which stillhasnt scrolled off the front page) says something like"Test" or "I Have A Blog!" The next three posts are a littleless focused. And then nothing. Its a problem of access,or too much of a good thing. A blog is a place to saysomething, and even though theyre freely available toanyone who can fog a mirror, this does not imply that allmirror-foggers have something to say.**These are not to be confused with people who dohave something to say, but shouldnt, like computerprogrammers. Cracked.com
Blog Content IdeasTechnical content View from the top(CEOs)Image baseTumblr etcIndustrycommentary Merchandisingcontent „Soft‟ perspectives ofcompany – charitywork, people Aggregator ofnews/content
Plan Elements Define what success looks like (metrics) Listen and research assumptions Understand your target audience needs (Persona) Stories – essential element Content development strategy – aggregate, curate orcreate Create an editorial calendar and assign the “storytellers” Promote the content (pull) publicity, media relations andsocial media Leverage your own expertise Reinforce website as hub – information source/contacts
Avoid Common ContentManagement Mistakes Too much SEO Too sales focused Assume you don‟t have to listen Assuming you know who the audienceis…and what they need to know. Not sourcing aggregated or curatedinformation. Failing to adjust content for differentaudiences Not adding content regularly Not having a plan
Action Steps – Ready? Establish your budget, internal experts and resources early Hire a writer – good ones are rare and worth the expense Invest in a social media dashboard - Hootsuite – monitor trendsand conversations and join. Conference programs – find content your audience already likes! Vimeo and YouTube offer guides for new users Others ?
People will forgetwhat you said.People will forgetwhat you did.But people will never forgethow you made them FEEL.Maya AngelouThe real reason content works:
Thank you!Remember to listen,craft and share goodcontent to producegreat resultswww.bigbangcommunications.ca@PR4Science