How to create content

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How to Create Content - prepared for AIESEC Canada National Congress 2014

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How to create content

  1. 1. #nomorecomplacency ! Creating a Content Strategy 
 The heart of Inbound Marketing that drives the generation of leads + customers.
  2. 2. #nomorecomplacency Goal: To create a content strategy to fuel your inbound
  3. 3. #nomorecomplacency
  4. 4. #nomorecomplacency
  5. 5. #nomorecomplacency “Marketers are always thinking.. 
 “content. content. content.”
  6. 6. #nomorecomplacency Content: 1. Purpose
 2. Format 3. Topic
  7. 7. #nomorecomplacency Content Formats: ! 1. Case Studies 2. Videos 3. Infographics 4. Blog Posts 5. eBooks 6. Templates 7. Research Reports 8. Checklists 9. Webinars
 10. Whitepapers
 11. Slideshare Decks
 12. Be creative!
  8. 8. #nomorecomplacency
  9. 9. #nomorecomplacency “So. .what do I write?!” Reference buyer personas and the customer journey
  10. 10. #nomorecomplacency
  11. 11. #nomorecomplacency “I really need to get my life together..job?” ! “I’m graduating soon.. what’s next?!” ! “Where am I going to make new friends on campus?”
  12. 12. #nomorecomplacency “I really need to get my life together..job?” ! “Which organization on campus should I join?”
 “I’m graduating soon.. what’s next?!” ! “Where am I going to make new friends on campus?” ! “I want to travel.” 
 “Should I go abroad, or stay here?” ! “Where can I go abroad and what kind of opportunities?”
  13. 13. #nomorecomplacency “I really need to get my life together..job?” ! “Which organization on campus should I join?”
 “I’m graduating soon.. what’s next?!” ! “Where am I going to make new friends on campus?” ! “I want to travel.” 
 “Should I go abroad, or stay here?” ! “Where can I go abroad and what kind of opportunities?” “Should I go on that internship in Eastern Europe?” ! “Which portfolio should I join?” ! “What type of internship relevant to my future should I do?”
  14. 14. #nomorecomplacency
  15. 15. #nomorecomplacency
  16. 16. #nomorecomplacency Content should always help move people {personas} across the buying process
  17. 17. #nomorecomplacency BIG THEMES: 1. Youth Employability and Unemployment 2. Skills and Leadership Development 3. Internationalism and Globalization 4. Job Opportunities 5. Youth Development 6. Internships
  18. 18. #nomorecomplacency Content Blocks: 1. AWARENESS 2. CONSIDERATION 3. DECISION
  19. 19. #nomorecomplacency
  20. 20. #nomorecomplacency Content exists in everything.
 — you just need to know how to tease it out
  21. 21. #nomorecomplacency
  22. 22. #nomorecomplacency Types of Content:
  23. 23. #nomorecomplacency “Lists” ex: 
 - 10 ways on how to grow up - 5 common mistakes made when travelling - Top 5 lessons of young travellers abroad - 6 ways travelling will get you a job - 20 must-do’s when travelling in South Asiia
  24. 24. #nomorecomplacency “How-To’s” ex: 
 - How to get an awesome job abroad 
 - How to not be unemployed and broke 
 - How to become a debt-free student - How to see the world on a budget - How change your life by travelling
  25. 25. #nomorecomplacency “How-to-not” ex: 
 - How to not suck at college 
 - How to not lose at life - How to not get fired on your first real job
 - How to not get jet-lag !
  26. 26. #nomorecomplacency “Guides” Your content should help answer questions your customers {personas} may have. ! Ex: 
 - How to convince your parents about working abroad - How to get paid to see the world
  27. 27. #nomorecomplacency “Video” Videos are the highest engagement form of marketing — its the digital age. YouTube! ! Ex: 
 - Are you emotionally connecting our products with the people impacted? - Are you documenting stories that evoke emotion? !
  28. 28. #nomorecomplacency “Photo” Photos are the centre piece of any visual elements — a picture tells a thousand words. ! Ex: 
 - Photos help convey your brand, emotions and the visual storytelling - Are you documenting stories that evoke emotion? !
  29. 29. #nomorecomplacency Icebreaker
  30. 30. #nomorecomplacency Icebreaker http://www.youtube.com/watch?v=IDJQOJCFPng
  31. 31. #nomorecomplacency Content Blocks: 1. AWARENESS 2. CONSIDERATION 3. DECISION
  32. 32. #nomorecomplacency Stop INTERRUPTING and DEMANDING and instead provide content that improves somebody’s life — provide them with content they can’t ignore.
  33. 33. #nomorecomplacency
  34. 34. #nomorecomplacency
  35. 35. #nomorecomplacency
  36. 36. #nomorecomplacency
  37. 37. #nomorecomplacency But I don’t have time to create content.. - Make it a game [who gets the most views, wins!] - Translate the purpose and value of content for your teams to understand why anybody can contribute. - Assign ownership
  38. 38. #nomorecomplacency
  39. 39. #nomorecomplacency
  40. 40. #nomorecomplacency
  41. 41. #nomorecomplacency Traffic: Every visitor is a potential customer. 
 
 Strong branding and messaging help generate quality leads. Amplified by sharability (viral)
 
 Content engages visitors for conversion.
  42. 42. #nomorecomplacency
  43. 43. #nomorecomplacency Tips: Best Social Media Engagement days: Monday 
 Tuesday
 Wednesday
  44. 44. #nomorecomplacency Content that helps students solves their problems and see solutions. Key Social Elements: 
 - Sharability (viral) - Value Transfer - Purpose 
 - Compelling and Emotional Connection
  45. 45. #nomorecomplacency Remember: Content for every stage
  46. 46. #nomorecomplacency Always ask yourself: Would I spend my time reading this story?
 
 If not - don’t post it. 
 Make it compelling. It should delight the reader.
 


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