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Building your voice by creating unique content 102911


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Building your voice by creating unique content 102911

  1. 1. Building Your Voice by Creating Unique Content Gordon Dymowski
  2. 2. Goals of Today's Presentation <ul><li>Learn the best strategies for making online content appeal to readers and online audience. </li></ul><ul><li>Jump start creative thinking on how you (as individual or as business) engage with your audience online </li></ul><ul><li>Drive organic search results through creative content </li></ul>
  3. 3. About Gordon <ul><li>Non-profit/small business communications consultant </li></ul><ul><li>Blogger/writer – Comic Related, Baker Street Blog, Chicago Now Job Stalker </li></ul><ul><li>Current work – Sears Holding, Chicago Red Cross, Greater Southwest Development Corp </li></ul><ul><li> </li></ul>
  4. 4. How many of you, as part of your networking/marketing efforts…. <ul><li>Cold call? </li></ul><ul><li>Have a web site? </li></ul><ul><li>Blog? </li></ul><ul><li>Use Linked In to connect? </li></ul><ul><li>Tweet? </li></ul><ul><li>Use a Facebook Page? </li></ul>
  5. 5. Are you finding that…. <ul><li>Potential customers don’t seem to engage with your corporate mission? </li></ul><ul><li>Your written online content doesn’t quite sparkle? </li></ul><ul><li>Driven more by keyword content & frequency than by actual information? </li></ul><ul><li>Not getting any followers/traction on your social media efforts? </li></ul><ul><li>Any specific problems that you have? </li></ul>
  6. 6. Creating unique content means…. <ul><li>Creativity is less about « great » writing and more about writing to your audience and subject </li></ul><ul><li>Allowing content to drive your mission, goals, and interests </li></ul><ul><li>Thinking like a « community organizer » - using efforts to build a small group of potential advocates and « fans » </li></ul>
  7. 7. Know Your Audience Web site analytics – and your current audience – can help you determine areas of focus
  8. 8. Know Yourself <ul><li>What is your/your company’s « brand » (both in marketing and personality/experience) </li></ul><ul><li>What is your perspective? What are you bringing to the table? </li></ul><ul><li>What are your goals? What do you hope to accomplish? </li></ul>
  9. 9. Capture Ideas As They Happen <ul><li>Post-It Notes </li></ul><ul><li>Small Bound Notebooks </li></ul><ul><li>Evernote </li></ul><ul><li>Springpad </li></ul>Have some method of grasping ideas “on the go” – it’s not about how you do it; just that you do it
  10. 10. A Note About SEO <ul><li>Keywords are important, but make sure they’re within a specific context </li></ul><ul><li>Don’t want to depend on keywords to make up bulk of your content </li></ul><ul><li>Tagging is similar – you can have too many tags and too many keywords </li></ul>
  11. 11. Take the Right Tone <ul><li>Think of online content as starting/maintaining conversation with audience </li></ul><ul><li>Be open to trying different kinds of approaches in content creation </li></ul><ul><li>Humor and commentary can act as strong methods of engaging online readers </li></ul>
  12. 12. Know Your Channels - Blogs <ul><li>Use RSS reader like Google Reader to keep current on industry, as well as find articles for reaction </li></ul><ul><li>Reach out and comment on other blogs of interest </li></ul><ul><li>Integrate other media from flickr, YouTube, Internet Archive ( </li></ul>
  13. 13. Know Your Channels - Twitter <ul><li>Think « headline » when writing your tweets </li></ul><ul><li>Leave 20 characters for retweeting </li></ul><ul><li>Use platform like Hootsuite/Tweetdeck to track conversations of interest/Twitterchats </li></ul>
  14. 14. Know Your Channels - Facebook <ul><li>Personal/Fan page updates are longer than Twitter, but similar principles apply </li></ul><ul><li>Posting on behalf of business, but keep conversational tone </li></ul><ul><li>Share photos & video – encourage fans to share </li></ul>
  15. 15. Know Your Channels – Linked In <ul><li>Build professional credentials & « brand » via updates </li></ul><ul><li>Use groups & others’ updates to find and share articles of interest </li></ul><ul><li>Maintain a primarily professional tone </li></ul>
  16. 16. Always remember: Never cross –post across your social media streams – play to each channel’s strengths!
  17. 17. Build an Editorial Calendar <ul><li>Determine frequency of posting on each channel </li></ul><ul><li>Look at « seasonal » issues in business – holidays/highlights/peak periods of interest </li></ul><ul><li>Assemble document that indicates postings per month </li></ul>
  18. 18. Putting it All Together <ul><li>You’ve done market research into topics that interest your audience – you know what they would like to know </li></ul><ul><li>You’re learning what will engage your potential audience in a conversation </li></ul><ul><li>You’re also bringing your own perspective to creating content about your business </li></ul>Creating unique content is less about a specific method and more about bringing your/your company’s perspective to a given subject.
  19. 19. Questions? Contact Info: Gordon Dymowski [email_address] 773-809-4473