ROCK
YOUR
CONTENT
SHALL
does your
content
strike a
CHORD?
WE’VE PICKED A HANDFUL OF OUR HITS TO SHOW YOU
HOW TO STRIKE A CHORD WITH CONTENT
3
44
A REAL LIFE LESSON... 5
A MIGHTY METAPHOR... 7
NEGATIVE POINT OF VIEW... 9
CHALLENGE CONVENTION... 11
HUMAN NATURE... 1...
A REAL LIFE
LESSON TEACH
SOMETHING
SOMEONE
TAUGHT YOU
lesson one
5
A REAL LIFE LESSON
Take the reader on a journey
with you. Use basic storytelling
elements: a place, a time,
characters, co...
A MIGHTY
METAPHOR
INTRODUCE AN IDEA
TOO STRANGE
TO BE IGNORED
lesson two
7
A MIGHTY METAPHOR
Metaphors are fascinating.
Especially when they’re a bit
unusual. Metaphors make it easy
to understand a...
NEGATIVE
POINTOFVIEW
YOU’RE DOING IT
WRONG
lesson three
9
You might have been told it’s best
to stay positive. Wrong. It’s
positively boring, actually. Break
free from the predicta...
CHALLENGE
CONVENTION
YOU’RE ENTITLED
TO YOUR OPINION
lesson four
11
CHALLENGE CONVENTION
Speak your mind.
Your unpopular opinion might
make your content popular.
When I told thought leaders ...
HUMAN
NATURE
WE ARE WHAT
WEARE
lesson five
13
HUMAN NATURE
Basic needs.
Take a cue from the covers of
Cosmopolitan and the other popular
magazines that fly off displays...
DROP A BIG
BOMB
FORCE
THE
ISSUE
lesson six
15
DROP A BIG BOMB
You can’t top this.
In this, my most read article to
date, I held nothing back. When
you use superlatives ...
DELIVER SERIOUS
VALUE
HERE’S HOW
TO GET THE
JOB DONE
lesson seven
17
DELIVER SERIOUS VALUE
Show and tell.
Social Media Examiner has
established a large and loyal
audience by delivering a stea...
SIMPLIFY
STUFF
IT’S ALWAYS SMART TO GET
BACK TO BASICS
lesson eight
19
SIMPLIFY STUFF
Be the lens.
New information, ideas and
challenges are coming at your
prospects and customers
relentlessly....
EXPLAIN WHAT
WORKS
TELL A
SUCCESS
STORY
lesson nine
21
EXPLAIN WHAT WORKS
Success is seductive.
Tales of triumph are compelling.
You can focus on your
customer’s accomplishment,...
RIDICULOUS
FUN
THIS ONE’S
A LAUGHER
lesson ten
23
RIDICULOUS FUN
Get theatrical.
Why not take chances with some
unconventional storytelling styles?
This one’s a comedy sket...
UNLOCKA
SECRET
THERE’S SOMETHING
YOU NEED TO KNOW
lesson eleven
25
SLIDE PRESENTATION
Tricks of the trade.
You should share your secrets,
your shortcuts, and the tricks
you know will benefi...
SMART
STRATEGIES
SHARE ‘EM IF
YOU GOT ‘EM
lesson twelve
27
SMART STRATEGIES
Be a teacher.
Conducting webinars is a
wonderful way to present a
detailed lesson. Resist the
temptation ...
EXPRESS
APPRECIATION
SAY
THANK YOU
lesson thirteeen
29
EXPRESS APPRECIATION
Give thanks.
A mentor of mine wrote about how
meaningful it is to recognize others.
He’s one of the m...
HOLIDAY
WISHES
WHO NEEDS
HALLMARK?
lesson fourteen
31
HOLIDAY WISHES
From the heart.
Holidays present special occasions
for doing something thematic.
Strong marketers seldom mi...
HAND OVER THE
MICROPHONE
GIVE SOMEONE ELSE
A CHANCE TO TALK
lesson fifteen
33
HAND OVER THE MICROPHONE
Now hear this.
With the mass adoption of
smart phones, podcasts have
only grown in popularity.
Yo...
PLAY
AGAME
GET THE AUDIENCE
INVOLVED
lesson sixteen
35
PLAY A GAME
Gamification?
You might have come across
this funny word. People love
to play games and learn by
doing so. Mak...
LEAD
THEWAY
GIVE SOME
GUIDANCE
lesson seventeen
37
LEAD THE WAY
The name of the game is
publishing. Consider how
you can collect your best
advice and create a helpful
guide....
Photo by Martin Fisch/Flickr
STRIKE
CHORD
A
Visit www.feldmancreative.com
Call 916.984.9988
39
WrittenanddesignedbyBarryFeldmanof
Feldman Creative
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Your Content Shall Rock

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In this new and improved primer you'll learn how to strike a chord with your content. There are 16 lessons for creating all kinds of content that shall rock the web.

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Your Content Shall Rock

  1. 1. ROCK YOUR CONTENT SHALL
  2. 2. does your content strike a CHORD?
  3. 3. WE’VE PICKED A HANDFUL OF OUR HITS TO SHOW YOU HOW TO STRIKE A CHORD WITH CONTENT 3
  4. 4. 44 A REAL LIFE LESSON... 5 A MIGHTY METAPHOR... 7 NEGATIVE POINT OF VIEW... 9 CHALLENGE CONVENTION... 11 HUMAN NATURE... 13 DROP A BIG BOMB... 15 DELIVER SERIOUS VALUE... 17 SIMPLIFY STUFF... 19 EXPLAIN WHAT WORKS... 21 SERIOUS FUN... 23 UNLOCK A SECRET... 25 SMART STRATEGIES... 27 EXPRESS APPRECIATION... 29 HOLIDAY WISHES... 31 HAND OVER THE MICROPHONE... 33 PLAY A GAME... 35 LEAD THE WAY... 37 CONTACT... 39 CONTENTS Share this eBook
  5. 5. A REAL LIFE LESSON TEACH SOMETHING SOMEONE TAUGHT YOU lesson one 5
  6. 6. A REAL LIFE LESSON Take the reader on a journey with you. Use basic storytelling elements: a place, a time, characters, conflict and resolution. The main character overcomes an obstacle. A lesson is learned. Read “The Most Valuable ‘How to’ Lesson of My Copywriting Career” on Business2Community. Guest blog post Tell a good story. 6
  7. 7. A MIGHTY METAPHOR INTRODUCE AN IDEA TOO STRANGE TO BE IGNORED lesson two 7
  8. 8. A MIGHTY METAPHOR Metaphors are fascinating. Especially when they’re a bit unusual. Metaphors make it easy to understand a concept. Set it up and drive it home. Have fun with it and your readers will too. Read “Your Website is a Mousetrap and Your Content is the Cheese” on Social Media Today. Kill it with curiosity. 8 Guest blog post
  9. 9. NEGATIVE POINTOFVIEW YOU’RE DOING IT WRONG lesson three 9
  10. 10. You might have been told it’s best to stay positive. Wrong. It’s positively boring, actually. Break free from the predictable “how to” now and then. Be a contrarian. Amplify a painful problem. Use the magnetic pull of the no-no and the power of the unknown. NEGATIVE POINT OF VIEW Read “11 Reasons Why Prospects Don’t Convert into Customers” on Convince and Convert. Have no fear. 10 Guest blog post
  11. 11. CHALLENGE CONVENTION YOU’RE ENTITLED TO YOUR OPINION lesson four 11
  12. 12. CHALLENGE CONVENTION Speak your mind. Your unpopular opinion might make your content popular. When I told thought leaders what I thought of their ridiculous self- appointed title, I ruffled some feathers. But I don’t apologize for having an opinion. I strongly suggest you have a strong point of view and put it out there. Read “Don’t Tell Me You’re a Thought Leader: Just Be One” on Social Media Today. 12 Guest blog post
  13. 13. HUMAN NATURE WE ARE WHAT WEARE lesson five 13
  14. 14. HUMAN NATURE Basic needs. Take a cue from the covers of Cosmopolitan and the other popular magazines that fly off displays at the checkout counter. Headlines that speak to our basic desires such as sex, love, comfort, and happiness will generate supreme curiosity. Of course, it doesn’t hurt to get a little frisky now and then either. Read “If You Don’t Treat Social Media Like Sex, You’re Doing It Wrong” on Social Media Explorer. 14 Guest blog post
  15. 15. DROP A BIG BOMB FORCE THE ISSUE lesson six 15
  16. 16. DROP A BIG BOMB You can’t top this. In this, my most read article to date, I held nothing back. When you use superlatives like “the most” or “the ultimate,” be careful not to write checks you can’t cash. But if you can make a big promise and deliver, do it. Read “The Most Effective SEO Strategy of All Time” on Social Media Today. 16 Guest blog post
  17. 17. DELIVER SERIOUS VALUE HERE’S HOW TO GET THE JOB DONE lesson seven 17
  18. 18. DELIVER SERIOUS VALUE Show and tell. Social Media Examiner has established a large and loyal audience by delivering a steady stream of detailed “how to” tutorials. Choose a topic you know inside and out and teach a lesson your audience will value. This is your ticket to building authority and establishing trust. Read “How to Generate Leads with SlideShare” on Social Media Examiner. 18 Guest blog post
  19. 19. SIMPLIFY STUFF IT’S ALWAYS SMART TO GET BACK TO BASICS lesson eight 19
  20. 20. SIMPLIFY STUFF Be the lens. New information, ideas and challenges are coming at your prospects and customers relentlessly. They crave clarity. Find an area of confusion. Zoom in on the issues, help readers understand them and focus on what matters most. Read “Making Your Online Marketing Work: Sharpen Your Focus on This One Thing” on Copyblogger. 20 Guest blog post
  21. 21. EXPLAIN WHAT WORKS TELL A SUCCESS STORY lesson nine 21
  22. 22. EXPLAIN WHAT WORKS Success is seductive. Tales of triumph are compelling. You can focus on your customer’s accomplishment, your own (as I did here) or anyone you know readers can relate to. Give it a story treatment. Color it with details about the challenge and dig into exactly what works. Read “Inbound Marketing Works: A Copywriter’s Success Story” on Social Media Today. 22 Guest blog post
  23. 23. RIDICULOUS FUN THIS ONE’S A LAUGHER lesson ten 23
  24. 24. RIDICULOUS FUN Get theatrical. Why not take chances with some unconventional storytelling styles? This one’s a comedy sketch. It’s a parody actually. I had a blast writing it and the readers got a kick out of it too. Keep your eyes open for some day-to-day drama, give it a twist and surprise your audience now and then. Read “Is Social Media as Worthless as the Telephone” on The Point, the Feldman Creative blog. 24 Blog post
  25. 25. UNLOCKA SECRET THERE’S SOMETHING YOU NEED TO KNOW lesson eleven 25
  26. 26. SLIDE PRESENTATION Tricks of the trade. You should share your secrets, your shortcuts, and the tricks you know will benefit potential customers. This presentation delivers a lesson on repurposing content to extract more value out of it. The reaction was overwhelming. Try it. See “The eBook is the Stud in Your Content Marketing Stable” on SlideShare.
  27. 27. SMART STRATEGIES SHARE ‘EM IF YOU GOT ‘EM lesson twelve 27
  28. 28. SMART STRATEGIES Be a teacher. Conducting webinars is a wonderful way to present a detailed lesson. Resist the temptation to pitch products. Teach, don’t preach. You’ll come across as an authority. Watch “Magnetic Content: Strategies to Transform Your Website Into a Customer Attraction Force Field”on YouTube. 28 Webinar
  29. 29. EXPRESS APPRECIATION SAY THANK YOU lesson thirteeen 29
  30. 30. EXPRESS APPRECIATION Give thanks. A mentor of mine wrote about how meaningful it is to recognize others. He’s one of the many people who influenced my approach to marketing and is thanked in this infographic. Not surprisingly, the people and organizations recognized here appreciated my gesture—and shared the content. Check out “Feeling the Vibe of the Tribe” a “ThankYouGraphic on Social Media Today 30 Infographic
  31. 31. HOLIDAY WISHES WHO NEEDS HALLMARK? lesson fourteen 31
  32. 32. HOLIDAY WISHES From the heart. Holidays present special occasions for doing something thematic. Strong marketers seldom miss the opportunity to take advantage of timely and topical content. In this infographic, I cited a great report I came upon and gave it a Valentine’s Day treatment. Do you love it? Check out “Engagement: The DNA of Relationships” an infographic on SlideShare. 32 Infographic
  33. 33. HAND OVER THE MICROPHONE GIVE SOMEONE ELSE A CHANCE TO TALK lesson fifteen 33
  34. 34. HAND OVER THE MICROPHONE Now hear this. With the mass adoption of smart phones, podcasts have only grown in popularity. You’ll strike a chord with those that like to listen by producing podcasts. Hosting a show not only extends your reach, it gives you a great opportunity to invite influential guests to join the program. Listen to “Content Marketing Minds” and “The Point - In Your Ear” by searching iTunes for “Barry Feldman.” 34 Podcasts
  35. 35. PLAY AGAME GET THE AUDIENCE INVOLVED lesson sixteen 35
  36. 36. PLAY A GAME Gamification? You might have come across this funny word. People love to play games and learn by doing so. Make what might have been a mundane experience fun and unforget- table. “WTF” was a game show created to kick off a marketing conference. Play the game, “WTF: Words, Things, Faces” (New media’s favorite game show” on SlideShare. 36 Event keynote
  37. 37. LEAD THEWAY GIVE SOME GUIDANCE lesson seventeen 37
  38. 38. LEAD THE WAY The name of the game is publishing. Consider how you can collect your best advice and create a helpful guide. “The Plan” is an example, as is this eBook. I hope you learned a lot. Read “The Plan to Grow Your Business with Effective Online Marketing” available on the Feldman Creative website. eBook Lay out a plan. 38
  39. 39. Photo by Martin Fisch/Flickr STRIKE CHORD A Visit www.feldmancreative.com Call 916.984.9988 39
  40. 40. WrittenanddesignedbyBarryFeldmanof Feldman Creative Share this eBook
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