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Creating Captivating Content


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8 ways to use content to reach out and connect with your audience

8 ways to use content to reach out and connect with your audience

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  • Center:Brand1st rung: strategy -- Observation, listening, identification, internalization, prioritization routingSecond: how -- Community, corporate comms, crisis support, products & sales, marketing/PR Outside: where conversation happen (blogging, blogging platforms, crowdsourced content, commenting, bookmarking, pictures, wikis, video/audit, reviews & ratings, SMS, location, etc.)LinkedIn – over 63 million (probably closer to 75 million)Twitter -- 106 million registered users (42 million in the U.S.)YouTube – 24 hours of video per minuteFlickr – over 4 billion images (October 2009)
  • Do it smartRepurpose content for different audiencesSame content: white paper, blog post series, video, podcast, FAQ#FredNMT – photos on Flickr, blog posts, tweet video montage
  • Transcript

    • 1. creating captivating content to engage your audience
      FredNMT version 3.0
      February 24, 2011
      SteigmanCommunications, LLC
    • 2. conversations are everywhere
    • 3. 7 “wow” factsabout the social web
      107 trillion emails were sent in 2010.
      At the current rate, 36 billion photos will be uploaded to Facebook each year.
      Every minute 35 hours of video is uploaded to YouTube.
      Each day 2 billion videos are watched on YouTube.
      Each month 30 billion pieces of content (links, notes, photos, etc.) are shared on Facebook.
      Users sent 25 billion tweets in 2010.
      The average U.S. Internet user watches 186 online videos per month.
      Source: Pingdom --Internet 2010 in Numbers
    • 4. if your organization is engaging online,give yourself a high five(because you are ahead of the curve)
      Source: SmartBrief on Entrepreneurs | 2/16/2011
    • 5. captivating content is what your audiencesays it is
      Photo by Kyknoord (Flickr)
    • 6. (but common sense helps)
      Photo: Eva101 (Flickr)
    • 7. be conversational
      use good English
      edit, edit, and then edit some more
      play nice (think reputation)
      engage (don’t promote)
      be relevant
      make your content sticky
    • 8. where is YOUR audience?
      Photo: James Cidland (Flickr)
    • 9. what are you trying to do?
      Photo: Mecookie (Flickr)
    • 10. 8ways to engage your audience
      ask questions
      be helpful
      point to information
      point to sources
      be exclusive
      create a community
      be amazing
      make it easy for people to connect
    • 11. askquestions
    • 12.
    • 13.
    • 14. be helpful
      “workshifting story: new city, same job”
      “what the best places to work have in common”
      “three productivity tools to keep you humming”
      “video conferencing: a workshifting paradox?
    • 15. “social media management tips”
      “how to keep tabs on
      the greatest presentations ever made”
      “getting creative with
      the new Facebook Page ribbon image”
      “making local reviews part of content strategy”
    • 16.
    • 17.
    • 18.
    • 19.
    • 20. point to information
    • 21.
    • 22. point to sources
    • 23. be exclusive
    • 24. create a community
    • 25.
    • 26.
    • 27.
    • 28.
    • 29.
    • 30. give them
      to talk about
      (be amazing)
    • 31. make it easy for people to connect
    • 32. (don’t reinvent the wheel)
      Photo by Dylan Cantwell (Flickr)
    • 33. “The Web is a laboratory for content…
      Photo: Mike Quozi (Flickr)
      We need to get into the laboratory and start running tests.”
      —Gerry McGovern
    • 34. Daria Steigman
      Steigman Communications, LLC
      Tel: 202.244.7651
      Twitter: @dariasteigman
      Photo: takomabibelot(Flickr)
      SteigmanCommunications, LLC