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Forget the Fairy Dust - How to Create Content That (Actually) Works

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Forget the Fairy Dust - How to Create Content That (Actually) Works

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It's easy to talk about creating great content, but if you've ever actually tried it, you'll know it's not so easy in the real world. Joel Klettke, Copywriter & Owner of Business Casual Copywriting dispels that Fairy Dust as he walks you through a highly-actionable process for creating consistently engaging content across a variety of formats. As former lead SEO at a digital agency, Joel brings a deep understanding of search to the copywriting table, then adds acutely refined conversion optimization skills to the mix. The result is irresistible copy. The kind that moves people to take action. Learn how to stop spending time building copy that just takes up space.

It's easy to talk about creating great content, but if you've ever actually tried it, you'll know it's not so easy in the real world. Joel Klettke, Copywriter & Owner of Business Casual Copywriting dispels that Fairy Dust as he walks you through a highly-actionable process for creating consistently engaging content across a variety of formats. As former lead SEO at a digital agency, Joel brings a deep understanding of search to the copywriting table, then adds acutely refined conversion optimization skills to the mix. The result is irresistible copy. The kind that moves people to take action. Learn how to stop spending time building copy that just takes up space.

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Forget the Fairy Dust - How to Create Content That (Actually) Works

  1. 1. Forget the Fairy Dust How to create content that (actually) works.
  2. 2. “Just fly to the moon!” - Totally Real NASA Scientists
  3. 3. “Just create great content!” - Delusional People
  4. 4. Clickbait headlines! Clickbait headlines! Numbered lists! Numbered lists! Sexy visuals!Sexy visuals! More content!More content!
  5. 5. “What’s the secret to great content?”
  6. 6. A big budget! A big budget! Stunning visuals! Stunning visuals! A famous author! A famous author! Interactive elements! Interactive elements!
  7. 7. Fairy-dust-free-truth: Great engagement, consistency and variety are all bi-products of a great process.
  8. 8. 1. Stare at your monitor for awhile 2. Check a keyword suggestion tool for ideas 3. Drink… “for inspiration” 4. Frantically bash keyboard at 11th hour 5. Hit publish and pray it works out
  9. 9. Not here.Success starts here…
  10. 10. If your topic isn’t engaging, and you don’t know how to research… …No team, execution or promo will save you.
  11. 11. “Where do great content ideas come from?”
  12. 12. Fairy-Dust-Free Truth: “I have no ideas” really means “I don’t know my customers.”
  13. 13. ?!?!
  14. 14. What if I told you… Source: https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-million-articles This isn’t the best way of thinking about engagement for most content, and most businesses? This isn’t the best way of thinking about engagement for most content, and most businesses?
  15. 15. I read a blog post I liked, so I bought a car from that dealer!
  16. 16. I read a blog post I liked, so I bought a car from that dealer! DOES NOT EXIST DOES NOT EXIST DOES NOT EXIST DOES NOT EXIST
  17. 17. Here’s how you get the answer: •Define your buyers’ journey •Map customers’ questions/pain points to each stage •Audit to find your gaps •THEN move to content ideation “What Should We Create?” Helpful resources: http://www.slideshare.net/HubSpot/kukesh9-16-2014final http://www.iacquire.com/blog/buying-cycle-cta
  18. 18. The Buyers’ Journey AwarenessAwareness Evaluation Purchase Retention Needs and pain points change along this journey. Ideally, you want to nurture leads through all stages.
  19. 19. Your content has ONE job: To help someone move onto the next stage.
  20. 20. Engaging: When your content helps your audience achieve a goal, and in the process, achieves yours.
  21. 21. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Relationship: Becoming aware of need • Content must… Establish rapport, earn credibility & secure follow-up • CTAs: Invitations to engage
  22. 22. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Metrics to Measure: Traffic by source, scroll depth, clicks to other content, likes, shares, downloads, comments
  23. 23. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Relationship: Actively establishing their preferences • Your content must… Educate, assist & persuade • CTAs: Invitations to learn (e.g. Subscribe, Take a Free Trial, Watch a Demo, Attend an Event)
  24. 24. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Metrics to Measure: Subscriptions, trials, downloads, open rates, attendance, views/view quality, calls to sales team
  25. 25. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Relationship: Evaluating risk & moving to purchase • Your content must… Support/reinforce decision & mitigate feelings of risk • CTAs: Hard sell (e.g. Buy Now, Talk to an Expert, Call Today)
  26. 26. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Metrics to Measure: Sales, conversion rate
  27. 27. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Relationship: Evaluating their purchase; seeking support • Your content must… Create brand advocates & repeat purchases • CTAs: Invitations for feedback (e.g. Send us a Review, Give us Your Feedback, Refer a Friend); Sales/Specials
  28. 28. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Primary Metrics to Measure: Repeat sales, net promoter score, qualitative reviews, referrals
  29. 29. “How do we know what customers are asking?”
  30. 30. Ask BDA questions: Before, During and After • What made you aware of your need? • What goals were you trying to achieve? • What obstacles stood in the way? Customer Interviews & Surveys
  31. 31. How else? • Ask your sales team/customer reps • Eavesdrop! • Q&A sites (Quora) • Niche forums (Reddit) • LinkedIn Groups • Social media • Search queries & trends
  32. 32. The tools to do this are free. You have no valid excuses. Google Surveys, Survey Gizmo, Typoform, Survey Monkey….
  33. 33. Collect more questions. Tools: http://www.answerthepublic.com/
  34. 34. AwarenessAwareness Evaluation Purchase Retention Map these questions to the buyer’s journey.
  35. 35. Fairy-Dust-Free Truth: Most people stop here, but this is only a starting point.
  36. 36. “How do I turn questions into a strategy that works?”
  37. 37. Source: http://blog.hubspot.com/marketing/blogging-frequency-benchmarks http://www.hubspot.com/marketing-statistics
  38. 38. Fairy-Dust-Free Truth: You can’t be Buzzfeed with a $250/month budget.
  39. 39. Embrace the idea of doing LESS… but BETTER.
  40. 40. Uh… what about that “less but better” thing, champ?”
  41. 41. REPURPOSING!REPURPOSING! • LESS time ideating • LESS time researching • MORE points of contact • MORE content for each stage of funnel
  42. 42. What Types of Content Work Best? *Not a hard and fast rule – just where these tend to work best.
  43. 43. Case Study: Ion Interactive BIG Idea: “How do you do interactive content?”
  44. 44. Webinar Slideshare Blog Series Interactive & PDF Ebook Email Series Social Promo Source: http://ioninteractive.com
  45. 45. Case Study: Ross Simmonds BIG Idea: “How do you start a side hustle?”
  46. 46. Source: http://rosssimmonds.com Quora Answer Big, Fat Ebook Blog Series Email Series Slideshare
  47. 47. Plan recurring series. Predictability is GREAT.
  48. 48. Source: http://www.clear-coat.com
  49. 49. Source: http://www.magnetstreet.com/wedding-blog/
  50. 50. “How do we make SURE our content stands out?”
  51. 51. Find out what you’re up against...
  52. 52. …And decide on how to beat it, ‘ala “Skyscraper Technique” Helpful resources: http://backlinko.com/skyscraper-technique http://okdork.com/2014/04/02/how-you-can-create-content-that-generates-40000-targeted-visitors/ Unique Voice Better Design More Current Different Audience Deeper Info New Format
  53. 53. Unique Voice “How can we say this in a way nobody else has?” Works best when… • Unique connection • Ubiquitous landscape • Narrow/specific audience
  54. 54. Sources: http://www.everywhereist.com/i-went-paleo-and-now-i-hate-everything/ http://www.themiddlefingerproject.org/ Unique Voice
  55. 55. Better Design “How can we add novelty or improve the experience?” Works best when… • Design adds a new element • Existing assets are bland/cheap • Combined with other tactics
  56. 56. Sources: https://moz.com/beginners-guide-to-content-marketing/is-content-right-for-my-business http://blog.froont.com/9-basic-principles-of-responsive-web-design/ Better Design
  57. 57. More Current “Can we update outdated stats, details or procedures?” Works best when… • Existing content is outdated • You can commit to maintaining the resource • You can add new, primary information
  58. 58. Sources: http://www.powder.com/2016-buyers-guide/ https://www.youtube.com/watch?v=sd0grLQ4voU More Current
  59. 59. Different Audience “Who else needs this information, or would use it in a unique way?” Works best when… • Underserved market • Substantial secondary/tertiary markets • Audience has specific, unique pain points
  60. 60. Sources: http://www.popsugar.com/beauty/Transgender-Beauty-Mistakes-Avoid-37476200#photo-37476200 http://www.bluesodapromo.com/blog/marketing-guide-freelancers/ Different Audience
  61. 61. Deeper Info “Can we compile the definitive version of this information?” Works best when… • Existing assets are shallow • Research is fragmented • You have new, primary information • You can reduce time necessary to hunt
  62. 62. Sources: https://rocketshp.com/ultimate-growth-hacking-sourcebook/ https://zapier.com/learn/the-ultimate-guide-to-remote-working/ Deeper Info
  63. 63. Sources: (Amy Harrison) https://www.youtube.com/watch?v=NE4RyF1aubo http://www.kaikkonendesign.fi/typography/ New Format “Can we use the same information to create a new experience?” Works best when… • Format adds depth • Addresses a new learning style • Less crowded channels • Repurposing!
  64. 64. Sources: (Amy Harrison) https://www.youtube.com/watch?v=NE4RyF1aubo http://www.kaikkonendesign.fi/typography/ New Format
  65. 65. Boom. You’re set up for success.
  66. 66. “What if we don’t have time?” • Do less, but better • Repurpose • Ideate all at once • Remarket
  67. 67. “What if we don’t have budget?” • Focus on evergreen content • Repurpose • Remarket • Retainer
  68. 68. “What if we don’t have talent?” • Stop forcing it • Make yourself the SME • Put creatives on retainer • Choose a format you excel in
  69. 69. All icons in this presentatiuon made by Freepik (http://www.freepik.com) from Flaticon (http://www.flaticon.com) Thank you! Email: joel@businesscasualcopywriting.com Twitter: @JoelKlettke Website: http://www.businesscasualcopywriting.com All resources/tools mentioned, plus bonuses: http://businesscasualcopywriting.com/bda/

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  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
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    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
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    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Use this slide to introduce each of your sections (as outlined in your agenda). Repeat as necessary for each separate section. Feel free to add images, screen shots, etc.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
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    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
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    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
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    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
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    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
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    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
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    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
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    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
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    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
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    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
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    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
  • Copy/paste as many slides as you may need in order to complete each separate section.
    Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.

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