Transcending copy

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Transcending copy: How to create captivating content

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  • Transcending copy

    1. 1. Transcending copy How to create captivating content
    2. 2. CONTENT IS KING
    3. 3. Out with the old <ul><li>The Old World </li></ul><ul><li>Traditional advertising used to push ad messages out to customers in through a small range of marketing channels </li></ul><ul><li>Access to information for the customer more limited restricting choice for comparative assessments </li></ul><ul><li>The New World </li></ul><ul><li>New world tactics aimed at pulling customers in through a multi ,diverse range of marketing channels </li></ul><ul><li>Access to seemingly limitless information, the customer is more empowered to switch off messages that are considered unworthy of their attention </li></ul>
    4. 4. Out with the old <ul><li>The Old World </li></ul><ul><li>The balance of power between the consumer and the marketer is in favour of the marketer </li></ul><ul><li>Consumers are easier to ‘pin-down’ and reached via traditional media </li></ul><ul><li>The New World </li></ul><ul><li>The balance of power between the consumer and the marketer is now in favour of the consumer. </li></ul><ul><li>The proliferation of the media, content and communication choices on the web and on mobile has led to an increasingly granular fragmentation of time . </li></ul>
    5. 5. What do people want? CONTENT- by this we mean any type of material that is created on behalf of your brand or business that has the effect of attracting visitors towards the brand and leads to increased levels of engagement.
    6. 6. Sourcing ideas for your content
    7. 7. HOT TOPICS <ul><li>Twitter trends </li></ul><ul><li>Tweetchats </li></ul><ul><li>Webinars </li></ul><ul><li>Forums </li></ul><ul><li>Meetups </li></ul><ul><li>Conferences </li></ul><ul><li>LinkedIn groups </li></ul><ul><li>Question and Answer sites </li></ul><ul><li>Your team </li></ul><ul><li>Crowdsource- take a poll and post about the results </li></ul><ul><li>Resources </li></ul>
    8. 8. Then make a Word Cloud
    9. 9. What do you know about your customers? <ul><li>Create personas for your customers </li></ul><ul><ul><li>Develop ideas based on your customer behaviours, attitudes and lifestyles. The idea is to craft content to their specific wants and needs. </li></ul></ul>
    10. 10. Determine the purpose of your content <ul><li>To inform? </li></ul><ul><li>To amuse? </li></ul><ul><li>To educate? </li></ul><ul><li>To meet an unmet need? </li></ul><ul><li>To entertain? </li></ul><ul><li>To influence? </li></ul>
    11. 11. The 3 Essentials of captivating content <ul><li>Relevance </li></ul><ul><li>If your content is relevant to my search, I will want to read it </li></ul><ul><li>Resonance </li></ul><ul><li>If your search is in tune with my circumstances, I will read it </li></ul><ul><li>Immediacy </li></ul><ul><li>If your content enables me to act on it quickly, I will. </li></ul>
    12. 12. Determine the form of your content <ul><li>A YouTube video </li></ul><ul><li>A Facebook page </li></ul><ul><li>An online game </li></ul><ul><li>A White Paper </li></ul><ul><li>A Twitter promotion </li></ul><ul><li>A Blog post </li></ul><ul><li>A product brochure </li></ul><ul><li>A podcast </li></ul><ul><li>An app </li></ul><ul><li>Case studies </li></ul><ul><li>Web content </li></ul><ul><li>Ebooks </li></ul><ul><li>Educational materials </li></ul><ul><li>Webinars </li></ul><ul><li>Slide presentations </li></ul><ul><li>Press releases </li></ul>
    13. 13. A 5 step framework for creating captivating content <ul><li>There are five distinguishing characteristics of the most captivating content on the web: </li></ul><ul><li>Original </li></ul><ul><li>Adds value </li></ul><ul><li>Memorable </li></ul><ul><li>Well optimized for search </li></ul><ul><li>Brilliantly executed </li></ul>
    14. 14. The execution is the killer ingredient <ul><li>What made Blendtec’s ‘Will it blend’ campaign so phenomenally successful? </li></ul><ul><li>Dickson, the main character makes it fun </li></ul><ul><li>It’s interactive- encouraging and gaining real engagement on different social media platforms </li></ul><ul><li>It’s authentic- he really does blend …the iPhone golf ball, laser pointers… </li></ul><ul><li>It’s original </li></ul><ul><li>It’s memorable </li></ul><ul><li>It adds value </li></ul><ul><li>It’s brilliantly executed and siper-optimized </li></ul>
    15. 15. How your content is made visible
    16. 16. <ul><li>Search </li></ul><ul><li>73% use search as their first port of call when looking for content. </li></ul><ul><li>Social </li></ul><ul><li>Social Media platforms enable you to join in the conversations your customers are having and to start new ones that lead to your content </li></ul><ul><li>Website/Blog </li></ul><ul><li>Your website enables you to market your brand and share your promotional content through social sharing buttons </li></ul>
    17. 17. Ihubbusiness is an i nternetmarketingstrategies blog aimed at small businesses looking for the best tips and strategies online. Join us!

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