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How to Unleash the Power of Content “Ideas and inspiration for content that people love to share on social media”

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The social and mobile web landscape has provided the means for everyone to become a publisher. …

The social and mobile web landscape has provided the means for everyone to become a publisher.
Social networks have allowed us to not only create content but reach a global audience.
But shouting at 2 billion people is hard.
Social platforms such as Twitter allow us to speak to our tribes, fans and followers. The ones that matter.

So what are the challenges to creating content?
1. Finding the ideas and inspiration - “If you want to be a writer, you must do two things above all others: read a lot and write a lot.” - Stephen King
2. My ideas are not original
3. Forgetting about “you”
4. Building a platform
5. Marketing
6. Managing

What are the Opportunities?
1. It positions you as an expert
2. Networking opportunities
3. It has given the introvert a voice
4. Provides opportunity to create our own online asset & IP that you own
5. It has given creativity a platform
6. Monetise your content

In this presentation I reveal what have I learned about creating content that spreads.

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  • The Missing Hamster and the Labrador – Amy Howell
  • Emma is a 12 year old girl who has created her own YouTube channel titled “ The Emma Creative “ . It started from a passion for making clay Chibi charms and producing online videos.   She has mastered the skills required for designing and filming  video tutorials  on how to make these figures. Most nights she goes up to her room and instead of watching TV she produces her own tutorials on how to make Chibi charms that she ships around the world. Her Dad has become a constant visitor to the local post office. She doesn ’ t have a million views on her channel or even 100,000. She describes her YouTube channel as “ I ’ m just a normal girl that has a passion for being creative ” Emma is a content creator.
  • About 18 months ago Coca Cola changed it marketing strategy from “ creative excellence to content excellence ” When the biggest brand in the world does this you should sit up and take notice At the London Olympics Coca Cola used over 60 different types of content
  • Mr Porter - Men ’ s Online Store Hired the editor of the British magazine “ Esquire ” Create content that adds value The genius behind the online stores content is Jeremy Langmead who was previously the editor of the British edition of “ Esquire ” magazine. Jeremy says that “ Men will ask a lot of questions before buying something and if you give them the right answers they will spend ” The heart and soul of the success of “ Mr Porter ” is its content
  • The Web landscape has provided the means for everyone to become a publisher. The social web is the biggest change to publishing in over 550 years since the invention of the Gutenberg press
  • The Web landscape has provided the means for everyone to become a publisher. Everyone has a Publishing Machine in your pocket. It is called a smartphone, phablet or tablet
  • Content and marketing has now become global because the web is not restricted to political or geographical boundaries. Patrick story
  • Who you connect with is not limited to you local town or city but you can connect with people online who are passionate about the same topics you are You can do this via Facebook Twitter YouTube
  • Who you connect with is not limited to you local town or city but you can connect with people online who are passionate about the same topics you are You can do this via Facebook Twitter YouTube
  • Where do I find the ideas to create articles, videos or blog posts
  • Where do I find the ideas to create articles, videos or blog posts Stephen King “ If you want to be a writer, you must do two things above all others: read a lot and write a lot. ”
  • Just starting is also a challenge.
  • Just starting is also a challenge.
  • Content can position your brand as a thought leader in its industry and niche.
  • Content can position your brand as a thought leader in its industry and niche.
  • You are now defined by your content and over time it builds trust The example of your brand and your content being seen 3-5 Times The Edelmann Trust Barometer trust factor increase from 2% to 59%
  • To take weak ties and turn them into strong ties The Dunbar number 150
  • The Book “ Quiet ” – The Power of Introverts in a world that can ’ t stop talking – Susan Cain
  • “ Whatever you can do, or dream you can, begin it. Boldness has genius, magic, and power in it. Begin it now. ” – William Murray, Scottish mountaineer and adventurer.
  • My writing is not good enough and it needs to be just right. 20 articles ready to load on a blog We stand outside the arena and say "I am going to go in and kick some ass when I am bullet proof and perfect" That is seductive. The truth is that you will never be perfect
  • My story – If you have an inkling then just start
  • Understand your audience Their problems What content are they looking for What media do they want it in Does this article make sense if they are just starting out Where do they want to read their information
  • Adding as much value as you can possibly give to your readers and viewers should be your mantra. Give till it hurts Value can be added 4 ways Educating Informing Entertaining Inspiring Your audience wants you to take them by the hand and take them to the promised land
  • Steven King story Mark Twain who in a powerful 50 word sentence used 39 words which were only one syllable. If you can ’ t explain it simply, you don ’ t understand it well enough.  ~ Albert Einstein  
  • Dr. Seuss wrote The Cat in the Hat with only 236 different words, so his editor bet him he couldn ’ t write a book with only 50 different words. Dr. Seuss came back and won the bet with Green Eggs and Ham, one of the bestselling children ’ s books of all time.
  • David Ogilvy who was one of the geniuses of modern advertising and copy writing was know to to have written over 100 headlines for just one ad
  • People consume information in different ways. Younger generation would rather chew off their arm than read a paragraph of text. Use a video
  • Build it and they will come?
  • Content marketing is not a quick fix.
  • The reality is that in a time poor world giving people a list of things to do or 10 tips for creating a great video are the types of headlines and article that people click on. Packaging and chunking it down tells your reader you aren ’ t wasting tjeir time and it is easy to read and view. Creating this type of content still works and works well. Example:  10 Powerful Tips to Increase Fan Engagement on Facebook 
  • Learnt this early 30 Things you shouldn ’ t share on Facebook It is sad but true but most people prefer to hear bad news or know about things that they shouldn ’ t be doing or avoiding. Take the negative angle to a story or learning and be surprised by the traffic. Example:  Personal Branding on LinkedIn: 10 Mistakes to Avoid 
  • Infographics, Images, Photos and Video The last two years has seen the rise of information that presents complex data and information with a combination of text and images. It ’ s called “ Infographics ” Infographics is a media that has a propensity to get shared on Pinterest and passed around on Twitter. Example:  23 Hints for Creating content that Google Loves – Infographic
  • Create content that takes screenshots or uses images to convey an idea, concept or story. It provides emotional impact and they get shared on Facebook more than any other content type. A tool that helps me do this is  Snagit  and it is now an indispensable part of my content creation and optimising toolkit. Images can take your content from average to awesome!! Example:  A Powerful Two Step System to Increase the Value of Your Facebook Community
  • When creating a content you can share your story and ideas many ways but as online video now streams easily on the high speed internet it needs to be included in your content marketing mix. It can be a direct to camera video, a video capturing your screen (such as the Camtasia software) or it can be sourcing videos from YouTube that enhance your story.
  • You are not going to have your own content all the time but you can curate other peoples content Select the best package it up publish it You save people time by providing multiple sources of content all in one place
  • The fastest growing category on YouTube is “ How To ” videos People want to be taken by the hand and shown how to go from A to B It never ceases to surprise me the appetite for simple instructions that take people by the hand and shows them where to start and the steps along the way. Provide a “ how to ” framework that makes it easy to read, understand and implement. Your blog will be valued and admired. Show them where to start Give them a framework, a system or formula Example:  How to Verify Your Pinterest Account and why You Should
  • #15. Solving problems Provide step by step instructions about the major issues that plague your industry. This content adds enormous value to your readers and great content creation is always about adding value. Example: 20 ways to Increase Your Facebook Likes and Engagement
  • News is good as people love to hear the latest events and information about their industry. It works well but it ages quickly. Rule of thumb is only do this 10-20% of the time. People want to know what is happening whether it is in their industry, city or the world. Help them find it easily and quickly. Create, publish and promote this content fast. It has a nasty habit of becoming outdated and irrelevant very quickly!! Get it right and the news break streams over the web in a torrent of tweets. Huffington Post and Mashable are a success because of this. Example: Apple Makes Huge Announcement About Twitter
  • Research adds credibility Provide research backed facts wrapped up in a well structured article whether it is a singular or multiple source and they are printed off (or emailed) and put in front of the managers and CEO ’ s eyeballs. If the university research says it is true… it is!! Many people want proof before they make that first step of action. Example: How 5 Prestige Brands Innovate and Market on Facebook
  • The web demands fresh news and content very minute of every day. In this frenzy of informing it is often forgotten to tap into the power of content that is just as relevant in 2 years time as it is today. It is content that can be continued to be promoted and shared with your readers for a long time. Create content that is a framework or covers first principles and you will give it longevity and endurance. Example: 10 Ways to Launch and Promote a product Using Social Media
  • The web demands fresh news and content very minute of every day. In this frenzy of informing it is often forgotten to tap into the power of content that is just as relevant in 2 years time as it is today. It is content that can be continued to be promoted and shared with your readers for a long time. Create content that is a framework or covers first principles and you will give it longevity and endurance. Example: 10 Ways to Launch and Promote a product Using Social Media
  • #14. Tool or Application Reviews Everyone is looking for better ways,tools and apps that make life easier in what is sometimes seen as a complicated web world. Make it easy for your readers to find and download the software. Example: 10 Must have WordPress Plugins Every Blogger Should Know About
  • #16. Statistics and facts Content that outlines the latest statistics and facts are always an option that produces clicks and shares. People are intrigued by the bigger and better and articles about this are always a hit. Example: 72 Fascinating Social Media Marketing Facts and Statistics for 2012 
  • Put a quote on Twitter or Facebook and watch the “ likes ” leap. Nothing like an inspiring quote to put a gleam in someone ’ s eye to start their day. Example: Stephen King on what is required to be a good writer  “ If you want to be a writer, you must do two things above all others: read a lot and write a lot. ”
  • It looks like blue sky but there is a question on the horizon. Media formats do peak such as infographics, podcasts. I am finding that Infographics are generating half the views that they used to So you cannot rest on your laurels
  • You need to be nimble and agile and keep moving with different media formats
  • You need to keep experimenting with media types ad content formats. Part of the new Coca Cola content strategy is applying a 70/20/10 Investment principle to creating “ Liquid content “ . 70% of your content should be low risk. It pays the rent and is your bread and butter marketing (should be easy to do and only consumes 50% of your time) 20% of your content creation should innovate off what works. 10% of your content marketing is high risk ideas that will be tomorrows 70% or 20%…. be prepared to fail This provides a blueprint regarding moving on from just developing white papers, to trying some content that is more visual, courageous and engaging in web world that has embraced multimedia and interactive content.
  • #20. Transcripts Transcription services are now low cost and easy to do. This takes your podcast or video and turns it into a document.
  • If there is one last thing I can leave with you If you want to create awesome content whether it is writing, videos or images read a lot David Bowie -

Transcript

  • 1. How to Unleash the Power of Content “Ideas and inspiration for content that people love to share on social media”
  • 2. The Emma Creative
  • 3. The Social Web Landscape - Publisher
  • 4. The Social Web Landscape - Mobile
  • 5. The Social Web Landscape - Global
  • 6. The Social Web Landscape - Tribes
  • 7. The Social Web Landscape - Search Engines
  • 8. The Challenges
  • 9. The Challenges - Finding the Inspiration
  • 10. The Challenges - My ideas are not original
  • 11. The Challenges - Its not about “your” product
  • 12. The Opportunities
  • 13. The Opportunities - Expert
  • 14. The Opportunities - Trust
  • 15. The Opportunities - Global Networking
  • 16. The Opportunities - Gives the introvert a voice
  • 17. The Opportunities – Communicate in real time
  • 18. The Opportunities - Turn Content into Gold
  • 19. What secrets did I learn?
  • 20. Start
  • 21. Perfection
  • 22. Passion
  • 23. Audience
  • 24. Value
  • 25. Simple
  • 26. Simple
  • 27. Headline
  • 28. Structure
  • 29. Multi-Media
  • 30. Sharing
  • 31. Promotion
  • 32. Persistence
  • 33. Tips for Shareable Content
  • 34. #1. Lists
  • 35. #2. Negative
  • 36. #3. Infographics
  • 37. #4. Images
  • 38. #5. Video
  • 39. #6. Curated Content
  • 40. #7. How To’s
  • 41. #8. Solving Problems
  • 42. #9. News
  • 43. #10. Research
  • 44. #11. Case Studies
  • 45. #12. Evergreen
  • 46. #13. Reviews
  • 47. #14. Statistics and facts
  • 48. #15. Quotes
  • 49. Calls To Action
  • 50. Takeaways - Passion
  • 51. Value
  • 52. Start
  • 53. Persistence “Nothing in the world can take the place of persistence. Talent will not, Genius will not, Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.”