Urszula Richards, onlineiq
Salisbury and Modbury
Creating and Marketing Content
Goals for this Session
You will leave this session with
• An outline of the content you will create
• Confidence with what...
Assumptions
• People do business (engage) with people
they know, like and trust
• That this occurs over time
• That this t...
What is content?
• Podcasts
• Youtube
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and com...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint Presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
What is content?
• Podcasts
• Video
• Checklists
• Blog posts
• White papers
• Powerpoint presentations
• Curate and comme...
Consider this ..
Have you ever had an email, a status update or blog post
and thought
• “What rubbish! or
• Tell someone w...
Ask yourself the hard questions…
• Who am I talking to?
• What problems are they dealing with /
trying to solve?
• What do...
Exercise – getting started on YOUR
content
• Go through your
sheet and answer
those questions.
• I will go though each
sec...
Preliminary Questions
Who am I talking to?
• You are NOT talking to everyone!
• Pick one customer segment and define
them ...
Preliminary Questions
What problems are they dealing with /
trying to solve?
• Take some time to think about this
• Draw o...
Preliminary Questions
What does s/he need most? What
information are they searching for?
• Pause and consider
• Write it d...
Preliminary Questions
How can I help?
• Having the answers to the above
questions, what knowledge, skills and
resources do...
Lets change tack and look at a case
study
http://www.copyblogger.com/ryan-masters-case-study/
Read article and go over les...
For content to be effective it needs to
• Be of high quality (commit to the process,
quality not quantity)
• Be relevant (...
Content by Buying Cycle – another perspective
Don’t mix up your messages
You should either
• Be providing something
of value or
• Asking them to buy
Don’t confuse peopl...
Content by Skill Set / Resources
• Be less ambitious & more practical
(do something you are likely to
succeed with)
• Unde...
Leverage Content
• Create once, repurpose segment
• Create once, distribute multiple
channels
• Curate and Comment as Cont...
Important point about outsourcing
content
• Your content is your strategy and proof for achieving the
‘know, like and trus...
YOUR content
• Chose topic
• Chose method
• Chose distribution
• Outline
• Next steps
Extra help
• Polaris – 4 hour mentoring session
• Developing understanding of your customer
• Marketing message
• Rhys Mou...
Links & Resources
• www.copyblogger.com
• http://offers.hubspot.com/a-practical-guide-to-building-a-killer-
content-strate...
Where you can get help with content
• Local Copywriters
• http://www.copyriot.com.au
• http://www.wickedcowmarketing.com.a...
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Creating and marketing content intro and overview

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Many businesses would love to get some marketing up and running, but either don't have the funds to pay anyone to do it, don't trust anyone to do it or would love to have a go at it themselves but don't know what to do.
While Facebook, Twitter and other social media is great at sharing information, for this to actually engage your prospects and clients you need to have something useful and interesting to share in the first place.
This session will be very hands on. Some basic information about how to get your content ready, followed by lots of practical exercises about how to apply this in your specific business. Make sure you bring pen and paper!
This FREE event is targeted at not for profits and all businesses with fewer than 200 employees
For enquiries please call or email:
Nicole DeVries
ndevries@salisbury.sa.gov.au
(08) 8260 8967

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Creating and marketing content intro and overview

  1. 1. Urszula Richards, onlineiq Salisbury and Modbury Creating and Marketing Content
  2. 2. Goals for this Session You will leave this session with • An outline of the content you will create • Confidence with what the next steps are for you to create it, and • A decision about how you will distribute it
  3. 3. Assumptions • People do business (engage) with people they know, like and trust • That this occurs over time • That this takes work ! & , however choosing the right topic, the right method and best distribution method for you will make it fun.
  4. 4. What is content? • Podcasts • Youtube • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Pinterest / Images / Infographics • Guest blog posts • Interviews • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  5. 5. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Pinterest / Images / Infographics • Guest blog posts • Interviews • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  6. 6. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Pinterest / Images / Infographics • Guest blog posts • Interviews • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  7. 7. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Pinterest / Images / Infographics • Guest blog posts • Interviews • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  8. 8. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Pinterest / Images / Infographics • Guest blog posts • Interviews • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media
  9. 9. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  10. 10. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint Presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In http://itsdevelopmental.com/2012/if-ever-there-was-a-reason-to-aggregate-filter-and-curate-content/
  11. 11. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media http://www.smartinsights.com/plantosucceed/
  12. 12. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  13. 13. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  14. 14. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • Workshops and Presentations • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  15. 15. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • Workshops and Presentations • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  16. 16. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • Workshops and Presentations • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  17. 17. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • Workshops and Presentations • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  18. 18. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • Workshops and Presentations • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  19. 19. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • Workshops and Presentations • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  20. 20. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • Workshops and Presentations • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  21. 21. What is content? • Podcasts • Video • Checklists • Blog posts • White papers • Powerpoint presentations • Curate and comment • Images / Infographics • Guest blog posts • Interviews • Workshops and Presentations • How to guides • Testimonials • Case Studies • Email Newsletters • Ebooks • Webinars • Within social media – Twitter conversation, FB conversation, Linked In
  22. 22. Consider this .. Have you ever had an email, a status update or blog post and thought • “What rubbish! or • Tell someone who cares, or • Why am I receiving this??? or • How annoying!! Don’t be that person!
  23. 23. Ask yourself the hard questions… • Who am I talking to? • What problems are they dealing with / trying to solve? • What does s/he need most? What information are they searching for? • How can I help?
  24. 24. Exercise – getting started on YOUR content • Go through your sheet and answer those questions. • I will go though each section and pause so you can fill it out
  25. 25. Preliminary Questions Who am I talking to? • You are NOT talking to everyone! • Pick one customer segment and define them well • Create a ‘cardboard cutout’ in your mind about what this customer looks like, and their life situation, in order to be answer the next questions… give them a name
  26. 26. Preliminary Questions What problems are they dealing with / trying to solve? • Take some time to think about this • Draw on your experience of existing customers or • Take time to listen in on {online + offline} conversations
  27. 27. Preliminary Questions What does s/he need most? What information are they searching for? • Pause and consider • Write it down • Ask the person next to you for help
  28. 28. Preliminary Questions How can I help? • Having the answers to the above questions, what knowledge, skills and resources do you have that can help (& I don’t mean your Product or Service) • Content is {generally}*about marketing not sales. However great content marketing makes sales much easier. *more about that later
  29. 29. Lets change tack and look at a case study http://www.copyblogger.com/ryan-masters-case-study/ Read article and go over lessons learnt, and see if this helps you going back over your answers
  30. 30. For content to be effective it needs to • Be of high quality (commit to the process, quality not quantity) • Be relevant (know your audience) • Be contextual (be where your clients ARE) • Contribute to the Know, Like, Trust Vault
  31. 31. Content by Buying Cycle – another perspective
  32. 32. Don’t mix up your messages You should either • Be providing something of value or • Asking them to buy Don’t confuse people by mixing up these two messages
  33. 33. Content by Skill Set / Resources • Be less ambitious & more practical (do something you are likely to succeed with) • Under-promise and over-deliver, as trust will be undermined if you promise and then don’t deliver • Start small, build confidence, competence before you know what you can commit to regularly • Generally one or two channels are better than many unless you have a huge team!
  34. 34. Leverage Content • Create once, repurpose segment • Create once, distribute multiple channels • Curate and Comment as Content • Content, Community, Conversation • Controversy as Content
  35. 35. Important point about outsourcing content • Your content is your strategy and proof for achieving the ‘know, like and trust’ needed to convert leads into clients • Getting help with what you are not good at is important, but the ideas and knowledge must come from YOU, or someone as skilled / knowledgeable within your business • I often get asked …“I have purchased this newsletter content from somewhere and want to email it out to my clients…”
  36. 36. YOUR content • Chose topic • Chose method • Chose distribution • Outline • Next steps
  37. 37. Extra help • Polaris – 4 hour mentoring session • Developing understanding of your customer • Marketing message • Rhys Moult, Polaris Centre 8260 8205 • Onlineiq – automated marketing sequences and systems, websites, online marketing www.onlineiq.biz, 0413 606 463 • Go to facebook.com/onlineiq and Like in order to view new resources posted up
  38. 38. Links & Resources • www.copyblogger.com • http://offers.hubspot.com/a-practical-guide-to-building-a-killer- content-strategy • http://www.socialmediaexaminer.com/ • http://marketingconqueso.com/
  39. 39. Where you can get help with content • Local Copywriters • http://www.copyriot.com.au • http://www.wickedcowmarketing.com.au/ • Online Services https://www.ebyline.com/ (there are MANY others) • Images • www.depositphotos.com, www.flickr.com (creative commons for images) • Image editing • www.picmonkey.com • www.fiverr.com for many graphic, and technical tasks • www.haikudeck.com (app for beautiful presentations with images)
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