BLOGGINGFOR WORLD DOMINATION(OR FOR BEGINNERS)Judi HuckSocial Media & Community Strategist
Why do we produce content - such as blogposts and email campaigns?
Answer:World domination
OverviewIn the next 45-60 minutes we’ll cover• The role of content• SEO tips for Wordpress• The “lead”• SUCCES technique a...
Good content• Provides value• Relevance indicated by clicks thrus• Recent, regular, fresh• Best practice: blog weekly• Uni...
Optimizing content for search• Differentiate with competitors• For Wordpress,  • Tag every keyword that quickly comes to  ...
SUCCES from Made to StickEasy to understand, easy to remember• Simple• Unexpected• Credible• Concrete• Emotional• Story
SIMPLE• Don’t bury the lead  • Inverted pyramid• Simplicity in terms of UX• Exercise   • High concept pitches – make your ...
UNEXPECTED• Element of surprise• Spark interest• Test of eyebrows and jaws• Make people think• Example   • AIDS training f...
CONCRETE• Touchable• Clear• Example   • Giving tree - donating X dollars produces Y effect   • Other charities seeking don...
CREDIBILITY• Interesting details• Stats (internal)• Authorities (external)   • Idea: interview industry leaders• Caution w...
EMOTIONAL• 2x as effective• Makes people care (and give, in the case of nonprofits)• Argument “The mere act of calculation...
STORYTELLING• Retention• Visualization and photographic memory• Example   • Jared of Subway     Easy to identify, easy to ...
YOUR TURN!• Use a Style Guide to unify multiple contributors  • Create guidelines for grammar, punctuation, emoticon use  ...
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Blogging for world domination, aka beginners

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Blogging for world domination, aka beginners

  1. 1. BLOGGINGFOR WORLD DOMINATION(OR FOR BEGINNERS)Judi HuckSocial Media & Community Strategist
  2. 2. Why do we produce content - such as blogposts and email campaigns?
  3. 3. Answer:World domination
  4. 4. OverviewIn the next 45-60 minutes we’ll cover• The role of content• SEO tips for Wordpress• The “lead”• SUCCES technique at length• The most important thing about content (spoiler: your audience!)
  5. 5. Good content• Provides value• Relevance indicated by clicks thrus• Recent, regular, fresh• Best practice: blog weekly• Unique v. duplicated• Diverse with: themes that repeat, special campaigns, evergreen content
  6. 6. Optimizing content for search• Differentiate with competitors• For Wordpress, • Tag every keyword that quickly comes to mind • Tag people in the post by first and last name • Use brand name, add titles/attributes to images • Repeat keywords in text and use in post title, headings, bold, links
  7. 7. SUCCES from Made to StickEasy to understand, easy to remember• Simple• Unexpected• Credible• Concrete• Emotional• Story
  8. 8. SIMPLE• Don’t bury the lead • Inverted pyramid• Simplicity in terms of UX• Exercise • High concept pitches – make your case compact • Hemingway complete stories in 6 words: “For sale: baby shoes, never used.” • Tell your brand story as a children’s book to focus on its core message
  9. 9. UNEXPECTED• Element of surprise• Spark interest• Test of eyebrows and jaws• Make people think• Example • AIDS training for professional athletes
  10. 10. CONCRETE• Touchable• Clear• Example • Giving tree - donating X dollars produces Y effect • Other charities seeking donations
  11. 11. CREDIBILITY• Interesting details• Stats (internal)• Authorities (external) • Idea: interview industry leaders• Caution with stats! • Active part of brain
  12. 12. EMOTIONAL• 2x as effective• Makes people care (and give, in the case of nonprofits)• Argument “The mere act of calculation reduces people’s charity” • Case studies
  13. 13. STORYTELLING• Retention• Visualization and photographic memory• Example • Jared of Subway Easy to identify, easy to take away (simple)• Exercise • Examine an article you like and determine the elements that apply • Share a customer testimonial of a positive product or service experience Bonus: use all elements of SUCCES from Made to Stick
  14. 14. YOUR TURN!• Use a Style Guide to unify multiple contributors • Create guidelines for grammar, punctuation, emoticon use • Define persona of brand/organization• Eventually – create a Playbook for response and engagement• Plan your Editorial Calendar for the quarter & tie to strategy• Review efforts (ex: monthly basis) to prioritize for the future• Tips on audience, aka the most important thing Questions? email Judi Huck @7huck on Twitter judihuck.com

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