Five Ways to Create          Compelling ContentFive Ways to Create Compelling Content              "Socialize" Your Small ...
First Things                                        •   Content in Context•   What Are Our Goals?•   Goals Inform Creativi...
Create Into Your Audiences Content Vacuum@Tinu | slideshare.net/tinustuff | #wgbiz
Create Through Your Inspiration @Tinu | slideshare.net/tinustuff | #wgbiz
Create Through What Connects@Tinu | slideshare.net/tinustuff | #wgbiz
Create By Star Deflection@Tinu | slideshare.net/tinustuff | #wgbiz
Image credit. Geograph.org.uk             Create Information Buoys@Tinu | slideshare.net/tinustuff | #wgbiz
Recap   Create into your audiences content vacuum         Create through your inspiration          Create through what con...
Five Ways to Create                Compelling Content      Five Ways to Create Compelling Content                    "Soci...
First Things                                                 •    Content in Context    •    What Are Our Goals?    •    G...
Create Into Your Audiences Content Vacuum       @Tinu | slideshare.net/tinustuff | #wgbizNow I could have said, create int...
Create Through Your Inspiration        @Tinu | slideshare.net/tinustuff | #wgbizCreate by consuming more things that inspi...
Create Through What Connects       @Tinu | slideshare.net/tinustuff | #wgbizNot just by what means, such as our cells, our...
Create By Star Deflection       @Tinu | slideshare.net/tinustuff | #wgbizAnyone not go through a phase where they or someo...
Image credit. Geograph.org.uk                           Create Information Buoys              @Tinu | slideshare.net/tinus...
Recap   Create into your audiences content vacuum         Create through your inspiration          Create through what con...
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5 Ways to Create Compelling Content - with notes

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Presentation with notes for “Socialize” Your Small Business: Content Creation and Optimization, May 19, 2011, PDF format

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5 Ways to Create Compelling Content - with notes

  1. 1. Five Ways to Create Compelling ContentFive Ways to Create Compelling Content "Socialize" Your Small Business:  Content Creation and Optimization@Tinu | slideshare.net/tinustuff | #wgbiz
  2. 2. First Things  • Content in Context• What Are Our Goals?• Goals Inform Creativity• The "Because" Exercise @Tinu | slideshare.net/tinustuff | #wgbiz
  3. 3. Create Into Your Audiences Content Vacuum@Tinu | slideshare.net/tinustuff | #wgbiz
  4. 4. Create Through Your Inspiration @Tinu | slideshare.net/tinustuff | #wgbiz
  5. 5. Create Through What Connects@Tinu | slideshare.net/tinustuff | #wgbiz
  6. 6. Create By Star Deflection@Tinu | slideshare.net/tinustuff | #wgbiz
  7. 7. Image credit. Geograph.org.uk Create Information Buoys@Tinu | slideshare.net/tinustuff | #wgbiz
  8. 8. Recap Create into your audiences content vacuum Create through your inspiration Create through what connects Create through star deflection Create information buoys@Tinu | slideshare.net/tinustuff | #wgbiz
  9. 9. Five Ways to Create Compelling Content Five Ways to Create Compelling Content "Socialize" Your Small Business:  Content Creation and Optimization @Tinu | slideshare.net/tinustuff | #wgbiz• Before we start, we have to think about why were creating content. Only then does it make sense for us to into how to make it compelling. • Well discuss some precursors, briefly, and talk about what our first exercise is going to be. Then well get into a quick overview of how to make content the people we want to reach will want to pay attention to and share.
  10. 10. First Things   • Content in Context • What Are Our Goals? • Goals Inform Creativity • The "Because" Exercise @Tinu | slideshare.net/tinustuff | #wgbiz• We have to know why, to know what and how, when it comes to creating. Creating content for a how-to may inform the format, or the level of detail. We also have to consider things like whether were using social media for research, customer service, precursor to lead generation, etc.• Sometimes even our goals arent clearly defined enough. After this, our first exercise is going to be in pairs. And were going to use the word "because" to drill down to the smallest possible degree what our goals are. Well know were done when we get to something clear, ridiculous or profound.
  11. 11. Create Into Your Audiences Content Vacuum @Tinu | slideshare.net/tinustuff | #wgbizNow I could have said, create into the conversationstream. Or find their pain and present your productsand services as the solution. But sometimes theresalready a solution out there and yours is better. Or your market exists because you created a cottageindustry. Or because they dont know they have thisproblem.How did they sell CDs to people who love records?They put ideas into the audiences content vacuum.They filled a space with more knowledge.I like to picture empty seats in a circle or a stadium andthink "what would I have to say that would put people inthose seats?"
  12. 12. Create Through Your Inspiration  @Tinu | slideshare.net/tinustuff | #wgbizCreate by consuming more things that inspire you toact, respond, etc. Part of that, in the case of theblogosphere, might be in reading what others have tosay and reacting, or furthering a discussion withadditional, new points.Let your customers be your inspiration. Whats the partof what you do that makes you feel passionate? Canyou use that passion to draw people to you? To ignite acommunity?
  13. 13. Create Through What Connects @Tinu | slideshare.net/tinustuff | #wgbizNot just by what means, such as our cells, our websites, Facebook, Twitter, video, but through whatconnects us as people.Emotion, common interests, common backgrounds.Rob Gordon, John Cusacks role in High Fidelity: " ...Iagreed that what really matters is what you like, notwhat you are like..."
  14. 14. Create By Star Deflection @Tinu | slideshare.net/tinustuff | #wgbizAnyone not go through a phase where they or someoneclose to them wanted to be famous. Part of what makessocial media work is the successful bartering of theattention currency. So who is most powerful, peoplewho provide platforms to give people attention or thosewho want to get attention?Dont be the star. Be well known for your thoughtleadership or expertise, but dont be the star. Enablestardom.Were not the stars, they are. Make them feel likestars. Interviews, Peers, Customers, Workers
  15. 15. Image credit. Geograph.org.uk Create Information Buoys @Tinu | slideshare.net/tinustuff | #wgbizAgain, I could say, be their favorite news source. But giving that advice landsa newbie in the echo chamber. Which is dangerous because if all they aregetting from you is regurgitation, why wouldnt they just go to the source? So dont just echo news, make it. If you can make it, interpret it, Help themnavigate this sea of info. Think of yourself as a buoy. I picked the image of abuoy for several reasons. Twitters public timeline is the fire hose. Your Facebook home page is thenews stream/feed. Were drowning in a flood of information. I think of the webas conversation streams. All these images of water.Its becoming an addiction, needing to know more, faster, deeper. We needpeople who can both curb and feed that addiction, who can help us keepafloat. In verb form, buoy means to keep afloat. In noun form, its a floating devicewith many uses - navigation  a warning system. I like to think about them interms of , when someone is about to drown in a movie, they swim out to thebuoy andhang on for dear life.
  16. 16. Recap Create into your audiences content vacuum Create through your inspiration Create through what connects Create through star deflection Create information buoys@Tinu | slideshare.net/tinustuff | #wgbiz
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