10 ridiculously
simple steps to
making money
with content

... with a handful of numbers,
quotes and diagrams thrown in
at no additional cost

But first...

140 characters about me
Digital content-maker from way back (yes, the ‘90s)
living a hybrid life amongst brands, search engines,
social networks and websites.
I work here
I write here www.markpollard.net
I tweet here @markpollard

Oh... and I made this

Content, not ads

Chapters, not
matching luggage

Social networks
plus websites

“Alright,
internet dude,
enough talk
about the
future.”

Source: Hitwise – website visits - week ending 02/05/2009

Some more numbers
Brand or channel unique audience:
Facebook 4,979,000
MySpace 2,179,000
Blogger 2,029,000
WordPress 832,000
Twitter 679,000
Bebo 543,000
Yahoo!7 Groups 391,000
Six Apart TypePad 326,000
Google Groups 266,000
LinkedIn 258,000
Source: Nielsen Online NetView, March 2009

B2B Marketing Tactics 2009
Source: Marketing Profs & Forrester

Ta tic g ne tingle d
c s e ra as

But what is
content?

If Wikipedia
says it is,
so it must be

“Content is information and
experiences that may provide value
for an end-user/audience in specific
contexts.”
http://en.wikipedia.org/wiki/Content_(media_and_publishing)

http://en.wikipedia.org/wiki/Content_(media_and_publishing)
“Content may be delivered via
any medium such as the internet,
television, and audio CDs,
as well as live events such as conferences
and stage performances.”

content sparks
conversation
becomes content

The Workout:
10 simple steps to cracking
sweet-as content

Step 1.
Work out
your
marketing
challenges

Step 2.
Work out who’s worth what to you

http w .s
://w w nitke o
r.c m

Personas
Great persona examples
and discussion can be
found in this Slideshare
presentation:
http://www.slideshare.net/JaneFloyd

Step 3.
Work out what a ‘conversion’
means to you

Think • Downloads
• Requests
and • Joins
measure • Subscribes
• Registers
‘end • Calls
actions’ • Watch, listen

Step 4.
Work out
what you’re
about

Looking for myself online

http://google.com/adwords

http://www.google.com/insights/

http://www.new.facebook.com/lexicon

http://www.taggalaxy.de

http://www.tweetcloud.com

http://www.tagcrowd.com

http://www.delicious.com

http://www.spezify.com

http://www.socialmention.com

http://blogsearch.google.com

http://www.digg.com

http://www.technorati.com

http://www.twendz.com

Step 5.
Work out
what your
competition
is up to

http://google.com/adwords

http://www.quarkbase.com

http://www.spyfu.co

Step 6.
Work out
where
the
people
are

Step 7.
Work out
how
they are
where
they are

Forrester Social Technographics Ladder
Common Tactics
Creators
Outreach to bloggers
Contests to solicit content
Encourage spoofing
Critics
Solicit comments
Encourage voting
Social bookmarking
Encourage forward to friend
Collectors
Offer RSS feeds
Snaggable Widgets
Download Podcasts
Joiners Viral videos/websites
Create groups & communities
Social applications
Spectators
Portable, original content
Optimize content findability
Inactives
Source: www.forrester.com/Groundswell/profile_tool.html

Step 8.
Work out
how
to get
their
attention

Thinking like a blogger
1. Periodic hero content
2. Snappy headlines
3. Easy to scan
4. Useful
5. Promote your content
6. Validate other content creators
7. Lateral thoughts

Headlines
Number + Adverb + Adjective
+ Topic + Focus + Benefit/Effect

Step 9.
Work out how to
persuade

Design Patterns

Key, comparative benefit claim
Social proof, performance proof
Plain English features - succinct
CTA: trial, 60 second sign-up
Shows me what I’m buying
Fights for credibility - Simple
logos
Social proof: from Video to linger & connect
Visuals for every benefit
respected companies
active in online
communities Relevance: types of firm
Relevance: types, scale of use
Empathy: Relates my
problem back to me

Expert proof &
quotes
Second call to action for
scrollers
Social proof: Social proof: online
Social proof: types of recommendation chatter
use, credibility

Step 10.
Work out
your
ask

Step 1. Work out your marketing challenges
Step 2. Work out who’s worth what to you
Step 3. Work out what a ‘conversion’ means to you
Step 4. Work out what you’re about
Step 5. Work out what your competition is up to
Step 6. Work out where the people are
Step 7. Work out how they are where they are
Step 8. Work out how to get their attention
Step 9. Work out how to persuade
Step 10. Work out your ask

Questions?
mark.pollard@mccann.com.au
@markpollard
www.markpollard.net
Free SEO e-book from Glenn Murray at
Divine Write valued at $79.95
http://www.divinewrite.com/ADMA