10 Steps to Build Your Business Through Your Content

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Depending on who you talk to Social Media is almost 10 years old, and we still have companies who are wondering where to start when it comes to their content.



This is because people have not been educated on 1) why content is important and 2) how it works on the social web.

These two things are what we plan to solve with this presentation.

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10 Steps to Build Your Business Through Your Content

  1. 1. 10 Steps to Build Your Business Through Your Content
  2. 2. THIS IS A PRESENTATION WE GAVE ATBLOGWORLD NY 2012Finding the right type of content to create can be a challenge.However, getting people plugged into your content can be evenmore difficult. With the onslaught of information hitting us, howcan a business stand out and make an impression?The answer is communication.How an individual or business communicates to someone makesthe difference. Content can get someones attention, but if thereis no connection, there will be no sale. It‟s not just about content.Real and authentic communication, not marketing, through yourcontent will help increase the bottom line. 10 Steps to Build Your Business Through Your Content
  3. 3. KEY TAKE AWAYS FROM THIS PRESENTION:1. Learning the difference between creating content and connecting customers with your content.2. How to increase sales and referrals through effective communication with effective content.3. How different types of content speak differently to audiences, and how to best use certain channels. 10 Steps to Build Your Business Through Your Content
  4. 4. … Are We Here 10 Steps to Build Your Business Through Your Content
  5. 5. SO, WHY ARE WE HERE TALKING ABOUT CONTENT?• Depending on who you talk to Social Media is almost 10 years old, and we still have companies who are wondering where to start when it comes to their content.• Many companies, large and small, are still creating content that serves no purpose to their audience let alone their business.• And you know what? The companies are not to blame, because they have not been educated on why content is important and how it works on the social web.• These two things are what we plan to solve with this presentation, or at the very least give you a good head start! 10 Steps to Build Your Business Through Your Content
  6. 6. Understand What Content Truly Means Today 10 Steps to Build Your Business Through Your Content
  7. 7. CONTENT DOESN‟T WORK LIKE IT DID IN THE “OLD DAYS”• When it comes to content, the immediate impulse for many companies is to market themselves to a perceived audience.• This is wrong. People on the social web do not want to be marketed to. They want communication. They also want to be treated like participants of the brands they respect and who have earned their trust.• People are looking for resources of helpful information, and they return to, and most importantly, refer their friends to sources of content that help them.• So, the question you need to ask yourself is, how can you become and be seen as a helpful resource with your content? 10 Steps to Build Your Business Through Your Content
  8. 8. ConnectingContentto YourBusiness 10 Steps to Build Your Business Through Your Content
  9. 9. GUESS WHAT? YOUR CONTENT IS YOUR PRODUCT, TOO!• Do you buy products or services that are just okay?• Do you read and share content that comes across as a commercial or product pitch? Or comes across as if someone quickly put it together with much thought or care?• Hopefully you answered “no” to both questions.• Put as much care into your content as you do your product or service. Because, the reality is your content is a bridge for your customers to get to you and your business.• If people like your content, they are that much closer to liking you, and more importantly, wanting to buy from you! 10 Steps to Build Your Business Through Your Content
  10. 10. Keeping People’s Attention With Your Content 10 Steps to Build Your Business Through Your Content
  11. 11. YOU HAVE 2.5 to 5 SECONDS TO WIN A CUSTOMER• Audience attention online is extremely fickle.• Put yourself into the seat of your customers and think about how you “surf the web” for the things you want or are thinking about purchasing.• Do you stick around for the 10 minute video that explains what a product does? Do you take the time to read the 1500 word blog post with no pictures?• You need to start thinking how you and your content will be interesting, and how it will grab your audiences attention.• Start thinking like a potential customer, because the most dangerous thing you can do is assume that there is an audience who wants your content. 10 Steps to Build Your Business Through Your Content
  12. 12. Creating Content That Leads to the $$$10 Steps to Build Your Business Through Your Content
  13. 13. BECAUSE ULTIMATELY YOU WANT TO MAKE MONEY,RIGHT?• The Social Web is just one giant referral engine, and we refer things we like to our peers.• This is why content becomes incredibly important, because if people are referring your content to others, it is pretty much as if they are referring your products and services. We‟ll talk about this more in a bit.• So, think about the things you refer and why, and think about your content and if it is something you would want share to your network. 10 Steps to Build Your Business Through Your Content
  14. 14. BEFORE WE GO ANY FURTHER, LET‟S TAKE A MOMENT TOBREAK DOWN WHAT SOCIAL MEDIA REALLY IS.• Take out a piece of paper and draw a line down the middle creating two columns.• Leave some space at the bottom, because that is where we are going to write down the “secret content formula.”• Label the top left column “What Social Media Is” and the right column “What Social Media Isn‟t.”• Your piece of paper should look like the next slide 10 Steps to Build Your Business Through Your Content
  15. 15. What Social Media Is What Social Media Isn’t “Insert Secret Content Formula Here” 10 Steps to Build Your Business Through Your Content
  16. 16. ON THE “WHAT SOCIAL MEDIA IS” COLUMN WRITE DOWNTHE FOLLOWING• Communication• People• Passion• Emotion• Referral Engine• Relationship Builder• Connectivity• Sharing• Loyalty• ContentYou get the idea. The above list gives you a good start, and asyou continue your Social Media education feel free to add morewords here that share the similar theme! 10 Steps to Build Your Business Through Your Content
  17. 17. What Social Media Is What Social Media Isn’tCommunicationPeoplePassionEmotionReferral EngineRelationship Builder “Insert Secret Content Formula Here” 10 Steps to Build Your Business Through Your Content
  18. 18. NOW LET‟S ADD SOME WORDS TO THE “WHAT SOCIALMEDIA ISN‟T” COLUMN• Facebook• Twitter• Blogs• Pinterest• Marketing• Advertising• Followers/Fans• Automated• Strategies• ToolsAll of the words above are tactics, and they have little or nothingto do when it comes to what Social Media really is.Now you have a nice cheat sheet you can reference! 10 Steps to Build Your Business Through Your Content
  19. 19. What Social Media Is What Social Media Isn’tCommunication FacebookPeople TwitterPassion MarketingEmotion Bulletin BoardsReferral Engine BlogsRelationship Builder Pinterest “Insert Secret Content Formula Here” 10 Steps to Build Your Business Through Your Content
  20. 20. It’s All About Communication 10 Steps to Build Your Business Through Your Content
  21. 21. COMMUNICATION IS KEY!• We‟ve said this a thousand times, but it holds true – those who communicate the best in the social space win the customers.• Communication is not marketing!• Repeat. Communication is not marketing, and this is what businesses and organizations need to learn. They need to communicate with and not market at their customers through Social Media channels.• This is why companies fail when it comes to Social Media. They see the available channels as just another way to advertise. People don‟t want to be marketed to online unless they choose to be. 10 Steps to Build Your Business Through Your Content
  22. 22. Now we can talkabout the 10steps that willhelp your contentbuild yourbusiness! 10 Steps to Build Your Business Through Your Content
  23. 23. Step .5Identify Your Business Goals 10 Steps to Build Your Business Through Your Content
  24. 24. OKAY, WE LIED. THERE ARE MORE THAN STEPS• Before you begin thinking about content, you need to take some time to identify what your overall business objectives are and how your content will help achieve those goals.• Is your goal Brand Awareness? Is it Transactions or Sales? Is it Loyalty Programs? What about Customer Service? If you are a non-profit your goal might be Fundraising or Campaign Awareness.• Remember, Social Media works when it is integrated with your overall marketing efforts. So, no your goals before getting started. 10 Steps to Build Your Business Through Your Content
  25. 25. Step 1Listen 10 Steps to Build Your Business Through Your Content
  26. 26. LISTEN BEFORE YOU SPEAK• Before you know what kind of content to create, you need a better understanding of who your audience might be. HELPFUL RESOURCE• Take the time to listen to your Check out our blog post that breaks brand, competition, industry, and consumer voice. down the simple steps needed to build your Social Media Intelligence Dashboard:• What is already being said about you? What is already being said about your industry? Better yet, what is not being Why Aren’t You Listening? said, and where might you begin sharing your voice? What is your competition doing? What aren‟t they doing? What could you be doing better?• Take advantage of the free tools like Google Alerts, RSS feeds, and Twitter hashtags to begin building your Social Intelligence Dashboards. 10 Steps to Build Your Business Through Your Content
  27. 27. Step 2Identify Your Content Subjects 10 Steps to Build Your Business Through Your Content
  28. 28. THIS IS SOMETHING WE CALL YOUR CONTENT BUBBLE• We have talked about this concept in previous presentations, and it has helped all of our clients. HELPFUL RESOURCE• After taking some time to listen you will have a better idea of Our Director of Social Media gave a what you should talk about. great presentation on how to build your Content Bubble. Check it out!• Your Content Bubble is built from four layers of subjects Building Your Content Bubble including: Core Subject, Related Subjects, Passion Subjects, and Shared Subjects.• When put together these layers create a solid foundation of content subjects you can work from. 10 Steps to Build Your Business Through Your Content
  29. 29. Step 3 Filter Your SubjectsInto “Types” Of Content 10 Steps to Build Your Business Through Your Content
  30. 30. NOW TAKE YOUR CONTENT SUBJECTS AND FILTER THEMINTO TYPES OF CONTENT• It has been our experience that content falls into three types of funnels: 1. Expertise – show people your opinions and how smart you are 2. Personality – show people your smile and how fun you are 3. Curated – show people content you found that relates strongly with who you are• Find the balance between these three types of content. You may have to adjust and change between these three categories as you go! 10 Steps to Build Your Business Through Your Content
  31. 31. Step 4Cultivate Your Botanical Garden 10 Steps to Build Your Business Through Your Content
  32. 32. Step 5Identify Social NetworksYou Can Manage 10 Steps to Build Your Business Through Your Content
  33. 33. Step 6Organize Your Efforts 10 Steps to Build Your Business Through Your Content
  34. 34. CONTENT WILL TAKE WORK, SO MANAGE WHAT YOU CAN!• Aim to create a beautiful content garden that people will want to visit, return to, and tell their friends about.• Gardens have weeds and bugs, so be ready to prune and spray your garden so it looks nice!• This is why it is important not to jump on every social network that is available. Begin with what you can manage.• Because you will need to organize your publishing efforts, and when you are starting out, it is good to focus on quality, not just quantity.• Aim to organize your content by tasks, and not channel. 10 Steps to Build Your Business Through Your Content
  35. 35. Step 7Build Unique Value for Your Social Networks 10 Steps to Build Your Business Through Your Content
  36. 36. WHY WOULD I WANT TO FOLLOW YOU ON “X” SOCIALNETWORK?• Create unique value for each of your social networks so there is a reason for people to follow all of them. HELPFUL RESOURCES• If you are sharing the same content on all your social We talk more about creating unique networks at the same time, this is called auto-populating, and value of your social networks in our it devalues your content. presentation we gave at BlogWorld LA. Feel free to check it out! Breaking Down Your Content for the Social Web 10 Steps to Build Your Business Through Your Content
  37. 37. Step 8Provide ACall to Action 10 Steps to Build Your Business Through Your Content
  38. 38. Step 9 Make It Easy For Peopleto Accomplish Your Calls to Action 10 Steps to Build Your Business Through Your Content
  39. 39. PROVIDE CALL TO ACTIONS AND DON‟T MAKE IT HARD FORPEOPLE TO ACCOMPLISH WHAT YOU WANT!• Do you like trying to find where you are supposed to click to learn more about your product? Do you like filling out 16 fields of information just so you can sign up for a newsletter?• Provide clear call to actions with clear directions, and with as few steps as possible.• Again, people have short attention spans (2.5 to 5 seconds). Don‟t make them work for what you want, because they wont. 10 Steps to Build Your Business Through Your Content
  40. 40. Step 10Measure and Review 10 Steps to Build Your Business Through Your Content
  41. 41. KNOW WHAT IT IS YOU NEED TO MEASURE• You are going to have to take the time to look at what is happening with your content. HELPFUL RESOURCES• Don‟t focus on the clicks, focus on the behavior. How are Want to learn more about Social Media people behaving with what you are sharing online? ROI? Feel free to check out our presentation about this tricky subject:• Look to see who is sharing what and who is part of your How To Measure Social Media ROI community. Or you can watch the presentation• Remember to align what you are measuring with your overall here: marketing objectives. Social Media U: Measuring ROI 10 Steps to Build Your Business Through Your Content
  42. 42. Step 10.5Rinse and Repeat 10 Steps to Build Your Business Through Your Content
  43. 43. Remember the Secret Content Formula Earlier? Are You Ready For It? The Secret to Successful Content Is…10 Steps to Build Your Business Through Your Content
  44. 44. HELP10 Steps to Build Your Business Through Your Content
  45. 45. PEOPLE REMEMBER THOSE WHO HELP THEM• How will your content help your audience? How do you plan to help your audience through your content? The value in your HELPFUL RESOURCES content is how it helps people with their problems. Be sure to check out our blog. We talk a• All the above steps should be geared towards helping your lot about content and best practices customers in some way. when it comes to Branding and Social Media.• Don‟t expect people to buy your stuff or sign up for your www.thinkmoncur.com newsletter if there isn‟t value for them in doing so. If you have any questions, don‟t• People share and talk about helpful resources. They ignore hesitate to ask. We‟d be happy to help! spammers.• Now, you have all the steps you need to start building great content that will ultimately help build your business! 10 Steps to Build Your Business Through Your Content
  46. 46. Thank You! www.moncurassociates.com Like Us On Facebook Follow @thinkmoncur on Twitter Visit Our Blog Have A Great Day!10 Steps to Build Your Business Through Your Content
  47. 47. Photo Credits• A Good Question - by Benimoto• Why? - by m.gifford• Ulaanbaatar, Mongolia - by Shellorz• Books Have Knowledge - by Zitona• Curves - by Steve-h• Self Portrait - by Carsten Schertzer• Camo Camion - Part 3 - by BrickAr!san• Light - by Seyed Mostafa Zamani• Paper Goal Post - by Woodley Wonderworks• Yoda Playlist: - by Orange_Beard• Alex‟s Dream (Explored) - by Sean Rogers1• Hexagons 2 - by brewbooks• United States Botanical Garden - Washington D.C. - by Dougtone 10 Steps to Build Your Business Through Your Content
  48. 48. Photo Credits• Everyone Loves Books - by boltron• Business Calendar & Schedule - by Photosteve 101• Kraanspoor - Crane Track - by on1stsite• Push button for... - by jinterwas• O OUTRO LADO DO MEDO É A LIBERDADE - by JonyCunha• Do You Measure up - by Lauren Manning• Wash Your Hands - by gwaar• Don‟t Forget - by Martijn Munneke• dark side of the moon - by Seier+Seier• happy birthday, baby mantis - by WoodleyWonderworks• no video games - by Robert Couse-Baker• Out of Order - by Jim Linwood• Slice „em up - by Capture Queen 10 Steps to Build Your Business Through Your Content

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