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STRIKEACHORDLessonsformakingyourwebcontent resonate
ACHORD:An emotional feeling or response.A successful content creator aims to strike a chordeach and every time. How’s it d...
WE’VE PICKED A HANDFUL OF OUR HITS TO SHOW YOUHOW TO STRIKE A CHORD WITH CONTENT3
44A REAL LIFE LESSON... 5A MIGHTY METAPHOR... 7NEGATIVE POINT OF VIEW... 9CHALLENGE CONVENTION... 11HUMAN NATURE... 13DROP...
A REAL LIFELESSON TEACHSOMETHINGSOMEONETAUGHT YOUlesson one5
A REAL LIFE LESSONTake the reader on a journeywith you. Use basic storytellingelements: a place, a time,characters, confli...
A MIGHTYMETAPHORINTRODUCE AN IDEATOO STRANGETO BE IGNOREDlesson two7
A MIGHTY METAPHORMetaphors are fascinating.Especially when they’re a bitunusual. Metaphors make it easyto understand a con...
NEGATIVEPOINTOFVIEWYOU’RE DOING ITWRONGlesson three9
You might have been told it’s bestto stay positive. Wrong. It’spositively boring, actually. Breakfree from the predictable...
CHALLENGECONVENTIONYOU’RE ENTITLEDTO YOUR OPINIONlesson four11
CHALLENGE CONVENTIONSpeak your mind.Your unpopular opinion mightmake your content popular.When I told thought leaders what...
HUMANNATUREWE ARE WHATWEARElesson five13
HUMAN NATUREBasic needs.Take a cue from the covers ofCosmopolitan and the other popularmagazines that fly off displays at ...
DROP A BIGBOMBFORCETHEISSUElesson six15
DROP A BIG BOMBYou can’t top this.In this, my most read article todate, I held nothing back. Whenyou use superlatives like...
DELIVER SERIOUSVALUEHERE’S HOWTO GET THEJOB DONElesson seven17
DELIVER SERIOUS VALUEShow and tell.Social Media Examiner hasestablished a large and loyalaudience by delivering a steadyst...
SIMPLIFYSTUFFIT’S ALWAYS SMART TO GETBACK TO BASICSlesson eight19
SIMPLIFY STUFFBe the lens.New information, ideas andchallenges are coming at yourprospects and customersrelentlessly. They...
EXPLAIN WHATWORKSTELL ASUCCESSSTORYlesson nine21
EXPLAIN WHAT WORKSSuccess is seductive.Tales of triumph are compelling.You can focus on yourcustomer’s accomplishment,your...
RIDICULOUSFUNTHIS ONE’SA LAUGHERlesson ten23
RIDICULOUS FUNGet theatrical.Why not take chances with someunconventional storytelling styles?This one’s a comedy sketch. ...
UNLOCKASECRETTHERE’S SOMETHINGYOU NEED TO KNOWlesson eleven25
UNLOCK A SECRETTricks of the trade.You should share your secrets,your shortcuts, ans the tricksyou know will benefit poten...
SMARTSTRATEGIESSHARE ‘EM IFYOU GOT ‘EMlesson twelve27
SMART STRATEGIESBe a teacher.Conducting webinars is awonderful way to present adetailed lesson. Resist thetemptation to pi...
EXPRESSAPPRECIATIONSAYTHANK YOUlesson thirteeen29
EXPRESS APPRECIATIONGive thanks.A mentor of mine wrote about howmeaningful it is to recognize others.He’s one of the many ...
HOLIDAYWISHESWHO NEEDSHALLMARK?lesson fourteen31
HOLIDAY WISHESFrom the heart.Holidays present special occasionsfor doing something thematic.Strong marketers seldom miss t...
HAND OVER THEMICROPHONEGIVE SOMEONE ELSEA CHANCE TO TALKlesson fifteen33
HAND OVER THE MICROPHONENow hear this.With the mass adoption ofsmart phones, podcasts haveonly grown in popularity.You’ll ...
PLAYAGAMEGET THE AUDIENCEINVOLVEDlesson sixteen35
PLAY A GAMEGamification?You might have come acrossthis funny word. People loveto play games and learn bydoing so. Make wha...
LEADTHEWAYGIVE SOMEGUIDANCElesson seventeen37
LEAD THE WAYThe name of the game ispublishing. Consider howyou can collect your bestadvice and create a helpfulguide. “The...
Photo by Martin Fisch/FlickrSTRIKECHORDAVisit www.feldmancreative.comCall 916.984.998839
WrittenanddesignedbyBarryFeldmanofFeldman CreativeShare this eBook
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Strike a Chord: Lessons for Making Your Web Content Resonate

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This eBook explains and demonstrates how to strike a chord with your target audience by creating content that truly resonates. Feldman Creative shares 17 creative content marketing strategies that became hits. Examples extend beyond blog posts to include SlideShare presentations, webinars, infographics, podcasts, conference keynotes and eBooks. Each features an excerpt, brief case study with suggestions, and links to the online content. You'll dig this.

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  1. 1. STRIKEACHORDLessonsformakingyourwebcontent resonate
  2. 2. ACHORD:An emotional feeling or response.A successful content creator aims to strike a chordeach and every time. How’s it done? Listen closelyto the needs of your prospective customers.Determine exactly what they’ll tune into.Then, create content bound to resonate.2
  3. 3. WE’VE PICKED A HANDFUL OF OUR HITS TO SHOW YOUHOW TO STRIKE A CHORD WITH CONTENT3
  4. 4. 44A REAL LIFE LESSON... 5A MIGHTY METAPHOR... 7NEGATIVE POINT OF VIEW... 9CHALLENGE CONVENTION... 11HUMAN NATURE... 13DROP A BIG BOMB... 15DELIVER SERIOUS VALUE... 17SIMPLIFY STUFF... 19EXPLAIN WHAT WORKS... 21SERIOUS FUN... 23UNLOCK A SECRET... 25SMART STRATEGIES... 27EXPRESS APPRECIATION... 29HOLIDAY WISHES... 31HAND OVER THE MICROPHONE... 33PLAY A GAME... 35LEAD THE WAY... 37CONTACT... 39CONTENTSShare this eBook
  5. 5. A REAL LIFELESSON TEACHSOMETHINGSOMEONETAUGHT YOUlesson one5
  6. 6. A REAL LIFE LESSONTake the reader on a journeywith you. Use basic storytellingelements: a place, a time,characters, conflict andresolution. The main characterovercomes an obstacle.A lesson is learned.Read “The Most Valuable ‘How to’Lesson of My Copywriting Career”on Business2Community.Guest blog postTell a good story.6
  7. 7. A MIGHTYMETAPHORINTRODUCE AN IDEATOO STRANGETO BE IGNOREDlesson two7
  8. 8. A MIGHTY METAPHORMetaphors are fascinating.Especially when they’re a bitunusual. Metaphors make it easyto understand a concept. Set itup and drive it home. Have funwith it and your readers will too.Read “Your Website is a Mousetrap andYour Content is the Cheese”on Social Media Today.Kill it with curiosity.8Guest blog post
  9. 9. NEGATIVEPOINTOFVIEWYOU’RE DOING ITWRONGlesson three9
  10. 10. You might have been told it’s bestto stay positive. Wrong. It’spositively boring, actually. Breakfree from the predictable “how to”now and then. Be a contrarian.Amplify a painful problem. Usethe magnetic pull of the no-no andthe power of the unknown.NEGATIVE POINT OF VIEWRead “11 Reasons Why ProspectsDon’t Convert into Customers”on Convince and Convert.Have no fear.10Guest blog post
  11. 11. CHALLENGECONVENTIONYOU’RE ENTITLEDTO YOUR OPINIONlesson four11
  12. 12. CHALLENGE CONVENTIONSpeak your mind.Your unpopular opinion mightmake your content popular.When I told thought leaders whatI thought of their ridiculous self-appointed title, I ruffled somefeathers. But I don’t apologize forhaving an opinion. I stronglysuggest you have a strongpoint of view and put it out there.Read “Don’t Tell Me You’re aThought Leader: Just Be One”on Social Media Today.12Guest blog post
  13. 13. HUMANNATUREWE ARE WHATWEARElesson five13
  14. 14. HUMAN NATUREBasic needs.Take a cue from the covers ofCosmopolitan and the other popularmagazines that fly off displays at thecheckout counter. Headlines thatspeak to our basic desires such assex, love, comfort, and happinesswill generate supreme curiosity. Ofcourse, it doesn’t hurt to get a littlefrisky now and then either.Read “If You Don’t Treat Social MediaLike Sex, You’re Doing It Wrong”on Social Media Explorer.14Guest blog post
  15. 15. DROP A BIGBOMBFORCETHEISSUElesson six15
  16. 16. DROP A BIG BOMBYou can’t top this.In this, my most read article todate, I held nothing back. Whenyou use superlatives like “themost” or “the ultimate,” becareful not to write checks youcan’t cash. But if you can makea big promise and deliver,do it.Read “The Most EffectiveSEO Strategy of All Time”on Social Media Today.16Guest blog post
  17. 17. DELIVER SERIOUSVALUEHERE’S HOWTO GET THEJOB DONElesson seven17
  18. 18. DELIVER SERIOUS VALUEShow and tell.Social Media Examiner hasestablished a large and loyalaudience by delivering a steadystream of detailed “how to”tutorials. Choose a topic youknow inside and out and teacha lesson your audience will value.This is your ticket to buildingauthority and establishing trust.Read “How to Generate Leads withSlideShare” on Social Media Examiner.18Guest blog post
  19. 19. SIMPLIFYSTUFFIT’S ALWAYS SMART TO GETBACK TO BASICSlesson eight19
  20. 20. SIMPLIFY STUFFBe the lens.New information, ideas andchallenges are coming at yourprospects and customersrelentlessly. They crave clarity.Find an area of confusion. Zoomin on the issues, help readersunderstand them and focus onwhat matters most.Read “Making Your Online Marketing Work:Sharpen Your Focus on This One Thing”on Copyblogger.20Guest blog post
  21. 21. EXPLAIN WHATWORKSTELL ASUCCESSSTORYlesson nine21
  22. 22. EXPLAIN WHAT WORKSSuccess is seductive.Tales of triumph are compelling.You can focus on yourcustomer’s accomplishment,your own (as I did here)or anyone you know readerscan relate to. Give it a storytreatment. Color it with detailsabout the challenge and diginto exactly what works.Read “Inbound Marketing Works:A Copywriter’s Success Story”on Social Media Today.22Guest blog post
  23. 23. RIDICULOUSFUNTHIS ONE’SA LAUGHERlesson ten23
  24. 24. RIDICULOUS FUNGet theatrical.Why not take chances with someunconventional storytelling styles?This one’s a comedy sketch. It’s aparody actually. I had a blast writingit and the readers got a kick out ofit too. Keep your eyes open forsome day-to-day drama, give it atwist and surprise your audiencenow and then.Read “Is Social Media as Worthlessas the Telephone” on The Point, theFeldman Creative blog.24Blog post
  25. 25. UNLOCKASECRETTHERE’S SOMETHINGYOU NEED TO KNOWlesson eleven25
  26. 26. UNLOCK A SECRETTricks of the trade.You should share your secrets,your shortcuts, ans the tricksyou know will benefit potentialcustomers. This presentationdelivers a lesson on repurposingcontent to extract more valueout of it. The audience responsewas overwhelming.See “The eBook is the Studin Your Content Marketing Stable”on SlideShare.26Slide presentation
  27. 27. SMARTSTRATEGIESSHARE ‘EM IFYOU GOT ‘EMlesson twelve27
  28. 28. SMART STRATEGIESBe a teacher.Conducting webinars is awonderful way to present adetailed lesson. Resist thetemptation to pitch products.Teach, don’t preach. You’llcome across as an authority.Watch “Magnetic Content: Strategies toTransform Your Website Into a CustomerAttraction Force Field”on YouTube.28Webinar
  29. 29. EXPRESSAPPRECIATIONSAYTHANK YOUlesson thirteeen29
  30. 30. EXPRESS APPRECIATIONGive thanks.A mentor of mine wrote about howmeaningful it is to recognize others.He’s one of the many people whoinfluenced my approach to marketingand is thanked in this infographic.Not surprisingly, the people andorganizations recognized hereappreciated my gesture—andshared the content.Check out “Feeling the Vibe of the Tribe”a “ThankYouGraphic onSocial Media Today30Infographic
  31. 31. HOLIDAYWISHESWHO NEEDSHALLMARK?lesson fourteen31
  32. 32. HOLIDAY WISHESFrom the heart.Holidays present special occasionsfor doing something thematic.Strong marketers seldom miss theopportunity to take advantage oftimely and topical content. In thisinfographic, I cited a great report Icame upon and gave it a Valentine’sDay treatment. Do you love it?Check out “Engagement:The DNA of Relationships”an infographic on SlideShare.32Infographic
  33. 33. HAND OVER THEMICROPHONEGIVE SOMEONE ELSEA CHANCE TO TALKlesson fifteen33
  34. 34. HAND OVER THE MICROPHONENow hear this.With the mass adoption ofsmart phones, podcasts haveonly grown in popularity.You’ll strike a chord with thosethat like to listen by producingpodcasts. Hosting a show notonly extends your reach, itgives you a great opportunityto invite influential guests tojoin the program.Listen to “Content Marketing Minds” and“The Point - In Your Ear” by searchingiTunes for “Barry Feldman.”34Podcasts
  35. 35. PLAYAGAMEGET THE AUDIENCEINVOLVEDlesson sixteen35
  36. 36. PLAY A GAMEGamification?You might have come acrossthis funny word. People loveto play games and learn bydoing so. Make what mighthave been a mundaneexperience fun and unforget-table. “WTF” was a gameshow created to kick off amarketing conference.Play the game, “WTF: Words, Things,Faces” (New media’s favorite game show”on SlideShare.36Event keynote
  37. 37. LEADTHEWAYGIVE SOMEGUIDANCElesson seventeen37
  38. 38. LEAD THE WAYThe name of the game ispublishing. Consider howyou can collect your bestadvice and create a helpfulguide. “The Plan” is anexample, as is this eBook.I hope you learned a lot.Read “The Plan to Grow Your Businesswith Effective Online Marketing” availableon the Feldman Creative website.eBookLay out a plan.38
  39. 39. Photo by Martin Fisch/FlickrSTRIKECHORDAVisit www.feldmancreative.comCall 916.984.998839
  40. 40. WrittenanddesignedbyBarryFeldmanofFeldman CreativeShare this eBook
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