The document outlines five strategies for creating compelling content: filling the audience's content vacuum, drawing inspiration, leveraging connections, enabling star deflection, and acting as information buoys. It emphasizes the importance of understanding content goals, context, and audience needs to make the content relevant and engaging. The document encourages creators to be mindful of their role in the content ecosystem and to inspire and connect with their audience effectively.

1. Five Ways to Create
Compelling Content
Five Ways to Create Compelling Content
"Socialize" Your Small Business:
Content Creation and Optimization
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2. First Things
• Content in Context
• What Are Our Goals?
• Goals Inform Creativity
• The "Because" Exercise
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3. Create Into Your Audience's Content Vacuum
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4. Create Through Your Inspiration
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5. Create Through What Connects
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6. Create By Star Deflection
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7. Image credit. Geograph.org.uk
Create Information Buoys
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8. Recap
Create into your audience's content vacuum
Create through your inspiration
Create through what connects
Create through star deflection
Create information buoys
@Tinu | slideshare.net/tinustuff | #wgbiz

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 we're
creating content. Only then does it make sense for
us to into how to make it compelling.
• We'll discuss some precursors, briefly, and talk
about what our first exercise is going to be. Then
we'll 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. First Things
• Content in Context
• What Are Our Goals?
• Goals Inform Creativity
• The "Because" Exercise
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• 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 we're
using social media for research, customer service,
precursor to lead generation, etc.
• Sometimes even our goals aren't clearly defined
enough. After this, our first exercise is going to be
in pairs. And we're going to use the word
"because" to drill down to the smallest possible
degree what our goals are. We'll know we're done
when we get to something clear, ridiculous or
profound.

11. Create Into Your Audience's Content Vacuum
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Now I could have said, create into the conversation
stream. Or find their pain and present your products
and services as the solution. But sometimes there's
already a solution out there and yours is better.
Or your market exists because you created a cottage
industry. Or because they don't know they have this
problem.
How did they sell CDs to people who love records?
They put ideas into the audience's content vacuum.
They filled a space with more knowledge.
I like to picture empty seats in a circle or a stadium and
think "what would I have to say that would put people in
those seats?"

12. Create Through Your Inspiration
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Create by consuming more things that inspire you to
act, respond, etc. Part of that, in the case of the
blogosphere, might be in reading what others have to
say and reacting, or furthering a discussion with
additional, new points.
Let your customers be your inspiration. What's the part
of what you do that makes you feel passionate? Can
you use that passion to draw people to you? To ignite a
community?

13. Create Through What Connects
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Not just by what means, such as our cells, our web
sites, Facebook, Twitter, video, but through what
connects us as people.
Emotion, common interests, common backgrounds.
Rob Gordon, John Cusack's role in High Fidelity: " ...I
agreed that what really matters is what you like, not
what you are like..."

14. Create By Star Deflection
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Anyone not go through a phase where they or someone
close to them wanted to be famous. Part of what makes
social media work is the successful bartering of the
attention currency. So who is most powerful, people
who provide platforms to give people attention or those
who want to get attention?
Don't be the star. Be well known for your thought
leadership or expertise, but don't be the star. Enable
stardom.
We're not the stars, they are. Make them feel like
stars. Interviews, Peers, Customers, Workers

15. Image credit. Geograph.org.uk
Create Information Buoys
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Again, I could say, be their favorite news source. But giving that advice lands
a newbie in the echo chamber. Which is dangerous because if all they are
getting from you is regurgitation, why wouldn't they just go to the source?
So don't just echo news, make it. If you can make it, interpret it, Help them
navigate this sea of info. Think of yourself as a buoy. I picked the image of a
buoy for several reasons.
Twitter's public timeline is the fire hose. Your Facebook home page is the
news stream/feed. We're drowning in a flood of information. I think of the web
as conversation streams. All these images of water.
It's becoming an addiction, needing to know more, faster, deeper. We need
people who can both curb and feed that addiction, who can help us keep
afloat.
In verb form, buoy means to keep afloat. In noun form, its a floating device
with many uses - navigation a warning system. I like to think about them in
terms of , when someone is about to drown in a movie, they swim out to the
buoy andhang on for dear life.

16. Recap
Create into your audience's content vacuum
Create through your inspiration
Create through what connects
Create through star deflection
Create information buoys
@Tinu | slideshare.net/tinustuff | #wgbiz