• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
7 tips for creating content
 

7 tips for creating content

on

  • 659 views

A presentation given as a webcast in January 2010, outlining 7 important considerations for content marketers. These 7 tips will help you maximise the quality and effectiveness of your online content, ...

A presentation given as a webcast in January 2010, outlining 7 important considerations for content marketers. These 7 tips will help you maximise the quality and effectiveness of your online content, whilst minimising the effort involved.

Statistics

Views

Total Views
659
Views on SlideShare
657
Embed Views
2

Actions

Likes
0
Downloads
10
Comments
0

2 Embeds 2

http://www.lmodules.com 1
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    7 tips for creating content 7 tips for creating content Presentation Transcript

    • Vote: Does the head of your organisation ‘believe’ in content marketing?
    • Assumption #1: We all want to believe in content marketing
    • Social media undoubtedly growing 1 in 10 buyers use blogs to assess potential suppliers 16% identify business needs from online community interaction 43% said use of podcasts, videos and webcasts had increased in last 12 months 75% of blog readers said they were “very influential”
    • Quality v quantity We need good content We needs lots of it
    • Quality v quantity We need good content We needs lots of it But there aren’t enough hours in the day for what we’re doing already!
    • 1. Sell more by not selling anything
    • Content marketing Recognition of Need more effective Requirement Specification Request for Information / Long List Selection of Short List Evaluation of Short List Content marketing Presentations less effective Final Selection Post Purchase / Repeat Purchase
    • The social web has freed the masses
    • 2. Listen & Learn
    • Topics linked with your Listen & Learn brand Opinion of your brand Guide content Interact directly Google Alerts Social Mention Ice Rocket Backtype …or a paid solution
    • 3. The Value of Exclusivity
    • Exclusivity Better/more comprehensive/detailed More focused More topical More original
    • 4. Get the right format
    • Text v video v audio It’s your audience’s preference, not yours Age Literacy Geography Mobility Devices Time
    • The eBook technique No columns Use links Use pages instead of paragraphs Vary text size Images Lots of white space
    • Quality matters High-quality writing is “highly influential” on perception of a brand. Poor-quality writing was the most frequently cited reason for content having less influence.
    • 5. Repurposing
    • Can you convert into another format? Audience? Content? Technology? Time?
    • 2010: The Year Of Video
    • 53x more likely than text to appear on front page of search results. 2010: The Year Of Video
    • 53x more likely than text to appear on front page of search results. 3% of US companies plan to increase overall marketing spend: 52% will increase spend on video. 2010: The Year Of Video
    • 53x more likely than text to appear on front page of search results. 3% of US companies plan to increase overall marketing spend: 52% will increase spend on video. 2010: The Year In 2008, 28% of technology buyers rated video as Of Video “influential collateral”. Last year, it was 50%. Source: Eccolo, B2B Magazine [US]
    • Repurposing content Divide and conquer: split it down Combined opinion piece Pick of the Week Refocus
    • 6. Sourcing and planning
    • Sourcing & The goose that lays the golden egg. Keep the talent planning happy.
    • Sourcing & The goose that lays the golden egg. Keep the talent planning happy. Measure and motivate
    • Sourcing & The goose that lays the golden egg. Keep the talent planning happy. Measure and motivate Get the content habit. A little often; store it up.
    • Sourcing & The goose that lays the golden egg. Keep the talent planning happy. Measure and motivate Get the content habit. A little often; store it up. Write a schedule. See gaps and opportunities coming.
    • 7. Attractiveness
    • Content so good you just have to share it
    • Content so good you just have to share it Content so attractive you just have to click it
    • Which one would you choose?
    • 7 tips, 6 ways, the 10 biggest… Proof of success: how I did it Are you the kind of person who is influenced by a headline? You must read this! Break from the norm Puns, quotes, wordplays
    • BUT… Think about context Restrict length Don’t forget <H1> tags
    • And lastly…
    • Don’t lose the momentum
    • Don’t lose the momentum
    • Don’t lose the momentum
    • IDM Annual B2B Conference www.theidm.com/b2bconference £50 off – email marketing@theidm.com Buyersphere Research Report www.baseonegroup.co.uk @basebot .

    • Thank you for listening