[GHOST PARTNER] Content is the killer app

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[GHOST PARTNER] Content is the killer app

  1. 1. GhostPartner.comHoward Flint
  2. 2. Content.
  3. 3. Content.Content can GROW your business.
  4. 4. Content. Content can GROW your business.New customers find you.
  5. 5. Content. Content can GROW your business. New customers find you.Current customers become ADVOCATES for you.
  6. 6. What is STOPPING you?
  7. 7. CHALLENGES:#1 “Creating Original Content”#2 “Having time to do it”
  8. 8. Creating ContentCurating (or repurposing) Content
  9. 9. Killer App
  10. 10. Killer App“A killer application (commonly shortened to killerapp), in the jargon of marketing teams, has been usedto refer to any computer program or service that is sonecessary or desirable that it proves the core value ofsome larger technology. A killer app can substantiallyincrease sales of the platform on which it runs.”
  11. 11. Content is the Killer App.Your business is the ‘platform’.
  12. 12. Killer Apps
  13. 13. Great Content Thru History
  14. 14. Great Content Thru History
  15. 15. Great Content Thru History
  16. 16. Great Content Thru History
  17. 17. Great Content Thru History
  18. 18. Great Content Thru History
  19. 19. Content is Vital to your Business
  20. 20. Current Clients + Prospects
  21. 21. The Internet IS content. Period.
  22. 22. Simple =
  23. 23. Who What When Where How WhoWhat When Where How Who WhatWhen Where How Who What When ?Where How Who What When WhereHow Who What When Where HowWho What When Where How WhoWhat When Where How Who WhatWhen Where How Who What When
  24. 24. WHY?
  25. 25. WHY?• Keep top-of-mind with current clients.
  26. 26. WHY?• Keep top-of-mind with current clients.• SEO – “Fresh, Original, Content = better ORGANIC search results”.
  27. 27. WHERE? Newsletter? Blog? Social Media?
  28. 28. WHERE? Newsletter? Blog? Social Media? YESIf you have content, do them all.
  29. 29. WHERE?OPTION ONE (if no Blog)• Newsletter, then Social Media thru SimpleShare
  30. 30. WHERE?OPTION TWO• Blog, then Newsletter thru RSS Feed• Social Media from your Blog or thru Newsletter.
  31. 31. Insert Blog Content thru RSS Feed
  32. 32. WHO & WHAT?Who am I addressing? What do I want to tell them?
  33. 33. WHO & WHAT?Who am I addressing? What do I want to tell them? PROMOTE INFORM RELATE
  34. 34. • PROMOTE: Motivate purchase, increase event attendance (Coupons or Event marketing)• INFORM: demo your expertise to potential customers AND existing ones, differentiate your business (Newsletters, Social Media, blog)• RELATE: Increase loyalty, encourage more referrals (Surveys, bonuses for refer-a-friend, etc)
  35. 35. Audiences• Don’t be afraid to create different newsletters for different audiences• Use a Survey
  36. 36. Subject Lines• Grab attention without being too outrageous• SEE Spam Dos and Don’t• Make a Promise
  37. 37. 7 steps to writing a great story
  38. 38. 7 steps to writing a great story1. Identify your audienceWhom are you targeting? Potential clients, existing customers,your employees, your peers? Write as if you’re talking to them.
  39. 39. 7 steps to writing a great story2. Get organizedDefine your purpose. What do you want to accomplish in thisparticular piece? Write it down at the top of your file/paper andkeep it on top of your brain.
  40. 40. 7 steps to writing a great story3. Incorporate your passionYou do what you do well. Others could learn a thing or two fromyou. When you speak/write passionately, you are morememorable and that is key in getting people to read yourcontent.
  41. 41. 7 steps to writing a great story4. Use storiesReports transfer information; stories convey emotion, which ismore memorable?
  42. 42. 7 steps to writing a great story5. “Save string”Collect quotes, insight, anecdotes and research that underpinyour points. Keep a notebook or computer file and fill it up.
  43. 43. 7 steps to writing a great story6. PrioritizeWhat’s the most important part of the message? Hone in on thatand don’t meander. Stay on point.
  44. 44. 7 steps to writing a great story7. Create a knowledge gapTell the audience something they don’t know. Create curiosity...an “intellectual itch” they’ve just gotta scratch.
  45. 45. Curating or Repurposing content• Always attribute• Don’t do this solely
  46. 46. WHEN?
  47. 47. WHEN? Frequency
  48. 48. WHEN?“Always better to sprinkle with pearlsoccasionally rather than dump [crap] too frequently. This will get you unfollowed, unliked, hidden and unsubscribed.” -me
  49. 49. WHEN?• BLOG: Twice per week is good
  50. 50. WHEN?• BLOG: Twice per week at most• NEWSLETTER: Twice per month to Bi-monthly. Quarterly is too infrequent.
  51. 51. WHEN?• BLOG: Twice per week at most• NEWSLETTER: Twice per month to Bi-monthly. Quarterly is too infrequent.• SOCIAL MEDIA: Somewhere between the 2
  52. 52. WHEN? WARNING:Be consistent
  53. 53. HOW?
  54. 54. HOW?
  55. 55. HOW? “The world’s greatest writers are all drunks and fighters” -The Mighty Mighty Bosstones
  56. 56. 7 tips for staying consistent on your content1. Develop an editorial calendar first thing.Lay out 12 (or 26 or 6) topics you want to cover this year
  57. 57. 7 tips for staying consistent on your content2. Create titles for each subject.We create the title 2nd because it needs to be attention grabbing. It’s the tail that wags the dog.
  58. 58. 7 tips for staying consistent on your content3. Set dates and deadlines for yourself.Like any other habit you need to adopt… schedule it.
  59. 59. 7 tips for staying consistent on your content4. Write in the early morning when you are fresh.If you wait until later, all kinds of excuses could come up. It’s likeexercise. Do it early. Just do it.
  60. 60. 7 tips for staying consistent on your content. “Spill your mind” onto a pagehole thoughts, outline, whatever works, just spill
  61. 61. 7 tips for staying consistent on your content. Finish a piece, walk away, come back and edit later.
  62. 62. 7 tips for staying consistent on your content. Keep in succinct, to the point.o one wants to scroll and scroll. Perhaps ask a spouse orcolleague to edit for you.
  63. 63. The world is ruled by content. Big or small.
  64. 64. We’d love to help you…
  65. 65. • Content creation and strategy for newsletter or Blog.We can get “just about anything” written.• Social Media Branding and Strategy• Custom Email Templates• Press Releases and Distribution• SEO and Website work• Brand NEW…
  66. 66. NEW Content Coaching• Professional editing help• Consult with editorial calendar• more…
  67. 67. We’d love to help you…

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