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How (and why) To Create RemarkableDigital Content,[object Object],››@AdamSinger,[object Object],››TheFutureBuzz.com,[object Object]
“Without a captive audience, there's no such thing as "advertising" any more. It's just content. And it needs to be good/interesting/relevant content if you want to get anyone to pay attention to it.”-Mike Masnick,[object Object]
<quick intro>,[object Object]
Hi, I’m Adam (if we already know each other, you can skip to slide 10 - if we don’t, say hello) ,[object Object]
I blog @ TheFutureBuzz.com,[object Object]
Also @ Online Marketing Blog,[object Object]
I’m a digital marketer @ TopRank Online Marketing,[object Object]
And a creative commons artist (visit AdamSinger.org for free tunes),[object Object]
</intro>,[object Object]
There’s something we should chat about,[object Object]
About that blog you launched, but don’t update,[object Object],Credit:  blogcomics.net,[object Object],Less than 10% of blogs are active on a daily basis*,[object Object],*source:  http://buzzdroid.com/wordpress/wordpresscom-dead-blog-stats/,[object Object]
About your web site if it’s basically a super-efficient brochure,[object Object]
About your brand’s digital reach, if it isn’t increasing monthly…,[object Object]
Think it’s tough now?  6 in 10* marketers are spending more on content marketing in 2010 - it’s going to get even more crowded,[object Object],*Source:  Junta 42 Content Marketing Spending Report),[object Object]
If you are a digital professional (marketer, PR pro, blogger, etc.) you’re publishing content.But are you unsure how it can provide increasing returns?(if you are lost there is hope – don’t jump off that bridge!),[object Object]
And for those 4/10 marketers who are not planning to create more content – are you sure?,[object Object]
OK – you’re ready for some tips…,[object Object]
Or, even simpler:Fresh (remarkable) content = winStatic/stale websites = failMake sense?  Great, let’s keep going....,[object Object]
First, you need an overall content strategy,[object Object]
All your content should play to the strategy, align to accomplish an objective and enable you to get known for something,[object Object]
“Everything is judged by its appearance; what is unseen counts for nothing. Never let yourself get lost in the crowd, then, or buried in oblivion.  Stand out. Be conspicuous, at all cost.  Make yourself a magnet of attention by appearing larger, more colorful, more mysterious, than the bland and timid masses.”-Robert Greene, 48 Laws Of Power,[object Object]
So - what should your strategy be?,[object Object]
That all depends…but I’ll share 10 effective tips I’ve learned developing content strategies to get you started,[object Object]
10 tips for content strategy development:1.  Think like an editor, not a writer (so, big picture)2.  Don’t be afraid to develop a strategy that creates enemies (enemies are good)3.  Give it time – payoff is not immediate (but if you’re smart, you can help speed it up)4.  If you don’t understand the niche, don’t be the one to develop the strategy5.  Fill gaps in the niche (what’s missing that people are demanding?)6.  Realize you can change this mid-stream, be flexible (change is good)7.  Position against others, especially those who have detractors (you’ll scoop them up)8.  Don’t create a strategy you can’t fulfill content for long term (you’ll run out of ideas)9. The strategy should not please everyone (if it does, it’s not sharp enough)  10.  Appear non-competitive to the big players (that way, they’ll link to you),[object Object]
Once you have your strategy, we’re ready to get rolling.    ,[object Object]
I know I skipped objectives, measurement, tools, mediums and a tactical plan – I’ll leave that to you. For now, let’s just focus on content.,[object Object]
Before you concept any content, consider these questions carefully:,[object Object]
But that’s not everything…,[object Object]
Q:  What’s the real reason most bloggers, PR pros and marketers don’t break through the digital clutter?,[object Object],Image credit:  http://www.flickr.com/photos/good_day/152342733/,[object Object]
A:  They’re not trying hard enough,[object Object]
If your management team won’t let you put real people behind content,[object Object]
If you can’t get that creative idea approved,[object Object]
If legal doesn’t even think you should be publishing content,[object Object]
If your team won’t give you the resources,[object Object]
These are your problems – solve them!,[object Object]
Further…,[object Object]
You haveto     - care about your content    - be creative    - be passionate    - be networkedWhen every company is a media company…it’s far too competitive to be anything less,[object Object],Image credit:  Hugh MacLeod,[object Object]
In other words:  it takes brain power, creativity and passion more than budget.(hint:  passion is a secret of the social web),[object Object],*source:  http://buzzdroid.com/wordpress/wordpresscom-dead-blog-stats/,[object Object],Image credit:  http://www.philipsonphotography.com/Home.html,[object Object]
Making content is easy.,[object Object]
Making content that matters is not – ittakes time, courage and focus,[object Object]
Don’t go cheap,[object Object]
Don’t cut corners,[object Object]
Take pride in your content if you hope to ever have it heard,[object Object]
Let’s look at some examples of good content ,[object Object]
First example:  being resourceful,[object Object]
Smashing Magazine is a white-hot web publication that frequently publishes lists, which have propelled them to 5 million+ VPM in the last year.  Their content is their marketing.,[object Object]
Some success metrics,[object Object],- Their stories frequently go popular on social news sites like Digg- Frequently inspires 100’s of organic comments- Gains insane amounts of reactions/links/refs around the web,[object Object]
Results like this will light up many areas of your programs (and business),[object Object]
In fact, go check out that article, I’ll wait…,[object Object]
Did you notice it was only ~500 words?,[object Object]
But did you also notice the author Vitaly created something unmissable to his niche?,[object Object]
Imagine the time that went into finding 53 specific examples…For just one article!,[object Object]
Creating content that awesome is what you have to do if you want to grow.,[object Object]
By creating content like this, Smashing Magazine has built:- 5,000,000 million+ visitors/month- 200,000+ subscribers- 107,105comments as of Feb 2010- Leverage to sell a book- Enough attention to sell ads- Enough attention for a job board,[object Object]
Next content example:  A clever video to promote a book,[object Object]
YouTube’s fact sheet states every minute, 24 hours of video is uploaded to the network,[object Object]
And the truth is most videos that promote books suck,[object Object]
If you’re going to do this or create any type of video, think critically about it first,[object Object]
Book promotional video for Erik Qualman’s book, Socialnomics,[object Object],Click the link if you haven’t seen the Socialnomics video - is your video this cool?  If not, don’t ask your PR people to promote it.  Buy ads.,[object Object]
Some success metrics,[object Object], - Video generated 2 million+ views- Has been referenced/ embedded across the web (18K results in Google just for “Socialnomics Video” as one example)- Video has been a factor to help put Erik’s Socialnomics blog, on the map – his traffic spiked when the video was released and never let back down.,[object Object]
Of course, Erik’s objective is about more than buzz – those could all be KPIs (key performance indicators) to an end objective…,[object Object]
But without buzz, he wouldn’t have the results he does…,[object Object]
Video objective =  awareness for the book,  ,[object Object],              (and ultimately sales),[object Object]
The book is also popular enough to show up in the top results of an Amazon search for Social Media,[object Object]
Next example:Visual representation of data,[object Object]
As part of their marketing, OKCupid, a free online dating site publishes compelling statistical data on dating.  Except, instead of just sharing the numbers – they are known to visually represent the data in a compelling way.,[object Object]
OKCupid.com Growth,[object Object],Content is a part of their mix to market their brand, just one more element helping them achieve hockey-stick growth,[object Object]
Another example:“ego bait”,[object Object]
At the end of 2008 I compiled a list of 22 blogger quotes….,[object Object]
Then mashed up the quotes with images and made a slideshare,[object Object]
A few success metrics…,[object Object],- The slideshare has nearly 20K views- Achieved links from ultra-authoritative blogs - The twoquotes postson the blog generate consistent traffic (for content I just gathered). - Total original content created by me:  nothing. All from getting creative with other people’s ideas, who were fine with me sharing them(free promotions for them, it’s win-win),[object Object]
As a byproduct, I received web ink from the A-list….,[object Object],(Posts from  Chris Brogan, Brian Solis, Leo Babautaand Eric Friedman to name a few),[object Object]
I experimentwith ideas like this all the time – and it’s surprising how often they work.  Not to mention how easy and fun getting creative with web content is.  (you should experiment too – make the web your scratchpad),[object Object]
These are just a few examples - there is no limit to what you can do with digital technology + creativity.,[object Object]
Great content amplifies your KPIs,[object Object]
But the true objective should be to grow a community,[object Object]
Who else is doing this well?,[object Object]
Google takes their content directly to consumers,[object Object]
If the Official Google Blog was a newspaper, its subscriber numbers would put it in the top 10 for daily circulation (hat tip Noah),[object Object]
Google breaks their own news. They have a blog for literally everything they do.Then, the rest of the industry propagates it for them.,[object Object]
The Pro Blog Design team literally gives away their design secrets.  By doing that, they have not only built a massive following, they instill confidence in prospects and win business.,[object Object]
Mike Masnick, CEO of Techdirt/Floor 64 built an entire business around content though his tech news blog,[object Object]
With 600,000+ subscribers, they had more than a sufficient group to launch their insight community product,[object Object]
Eric Friedman’s blog content at www.marketing.fmwas a factor in helping him get a position with top VC firm Union Square Ventures (and he’s actually now working at Foursquare),[object Object]
Online Marketing Blog, published by the TopRank Marketing team has a thriving community, and is the #1 source of new biz(we walk the content marketing talk),[object Object]
I’ve hired SEO designer/technical guru Steven Bradley to help out on several projects (and he rocked at all of them).  I never even read his services pages and I knew he was a fit. I didn’t need to, his content all goes into my RSS reader.,[object Object]
What is your content doing for you?,[object Object]
Bonus:  Confused by all the strategy talk?  Here are some basic steps to start with,[object Object],1.  Spend a lot of time making and promoting awesome content.  The content you create should do all the “heavy lifting” – if done right, each bit should become a high-value entry point for your brand and provide consistent returns.  As you create more hits, they build upon each other giving the rest of your content more visibility.2.  Always be forming connections with others, whether it’s through your content or personal.  It’s amazing how few people realize the web is built on human connections.  BTW, I said connect, don’t spam. 3.  Work hard up front to reach a point you need little to no push marketing of your content, and let your community be the judge of what spreads.4.  Learn from your community’s feedback by watching how they react.  5.  Measure, iterate and refine.,[object Object]
Ready to learn more?Subscribe to The Future Buzz and join more than 7,000 digital professionals today.Just follow one of the links below (it’s free, and never any spam)Click to subscribe via RSSClick to subscribe via email(or follow @AdamSinger on Twitter)Credit to Shutterstock.com for all un-cited presentation images ,[object Object]

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How (And Why) To Create Remarkable Digital Content

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