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SEJ Summit 2017: Engaging Content Marketing For Boring Industries by Mindy Weinstein

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Presenter: Mindy Weinstein of Market Mind Shift
Description: Mindy breaks down three vital things in content marketing: how to develop interesting real-life stories, how to keep your eyes open for inspiration, and how to focus on being practical and personal. Let’s get started!

Published in: Marketing
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SEJ Summit 2017: Engaging Content Marketing For Boring Industries by Mindy Weinstein

  1. 1. #SEJSummit @mindyweinstein • Founder of Market MindShift • Specialties: Content, SEO and social media marketing • Marketing Professor • PhD Student
  2. 2. #SEJSummit 3 Takeaways Develop real-life stories Keep your eyes open for inspiration Focus on being practical & personal @mindyweinstein
  3. 3. #SEJSummit When your Subject Matter is as dull as a doorknob… what do you do? @mindyweinstein
  4. 4. #SEJSummit “Why are stories so valuable? One reason is that a story exerts a power beyond the obvious. The whole is so much greater than the sum of the parts—the facts, the events, the context—that a story creates a deep resonance.” – Think Like a Freak @mindyweinstein
  5. 5. #SEJSummit Develop Real-Life Stories • Stories allow us to put ourselves in the character’s shoes • As the reader, we start to project ourselves onto the character: • “Yes! That is what I would have done” • “That’s how I felt too” @mindyweinstein
  6. 6. #SEJSummit Develop Real-Life Stories • People become interested when they are in need and want to know how you have helped others like them • When you all of a sudden have a problem, you start to notice possible solutions all around you • A once boring topic is no longer that boring to you @mindyweinstein
  7. 7. #SEJSummit Develop Real-Life Stories • When you feel like you need a fanny pack, what do you do? @mindyweinstein
  8. 8. #SEJSummit @mindyweinstein
  9. 9. #SEJSummit @mindyweinstein
  10. 10. #SEJSummit @mindyweinstein
  11. 11. #SEJSummit Develop Real-Life Stories • Develop stories that address: • How people have used the product or service • The types of successes your customers or clients have had • Take testimonials a step further by painting the entire picture for the reader • Tell your story @mindyweinstein
  12. 12. #SEJSummit Develop Real-Life Stories • Telecom expense management @mindyweinstein
  13. 13. #SEJSummit Develop Real-Life Stories • Why LED billboards are the right choice for your organization @mindyweinstein
  14. 14. #SEJSummit Keep your eyes open for inspiration • It is often difficult to sit down at your computer and try to determine what to write • Prepare ahead of time by storing a file in your desk that is labeled “Content Topics” • Say goodbye to writer’s block @mindyweinstein
  15. 15. #SEJSummit Keep your eyes open for inspiration • Behave like a critical thinker • Reexamine every article or book you read and story you hear—is there some type of angle or insight you could provide your target audience? • Reshape concepts and ideas into something new by asking yourself, “How can I translate this information into something useful for my audience? @mindyweinstein
  16. 16. #SEJSummit @mindyweinstein
  17. 17. #SEJSummit Keep your eyes open for inspiration • Harness your inner news reporter • Always be looking for something new that would relate to your audience • Some of the questions you should ask: • What are other companies saying? • Is there an event or holiday that I can tie to this topic? • What can I say that is different? @mindyweinstein
  18. 18. #SEJSummit Keep your eyes open for inspiration • Did you know? May 11th is: • Twilight Zone Day • Eat What You Want Day @mindyweinstein
  19. 19. #SEJSummit Keep your eyes open for inspiration • Personal Finance = Often boring • Budgets + Calories = Something interesting @mindyweinstein
  20. 20. #SEJSummit Keep your eyes open for inspiration • Quicker Rooter Plumbing @mindyweinstein
  21. 21. #SEJSummit Keep your eyes open for inspiration • Even more sources of inspiration: • Google Trends: http://www.google.com/trends/ • Answer The Public: http://answerthepublic.com/ • BloomBerry: http://bloomberry.com/ • Buzzsumo: http://buzzsumo.com/ • BoardReader: http://boardreader.com/ @mindyweinstein
  22. 22. #SEJSummit Keep your eyes open for inspiration • Great tool, if you want to store articles and read them later: • Pocket: https://getpocket.c om/ @mindyweinstein
  23. 23. #SEJSummit “And once the advice became practical and personal, it became memorable.” – The Tipping Point @mindyweinstein
  24. 24. #SEJSummit Focus on being practical and personal • You have to include points in your content that makes it personal, but also practical to the reader • You don’t have to provide an avalanche of new information— you might only need a change in how you are presenting your message (boring or not) @mindyweinstein
  25. 25. #SEJSummit Focus on being practical and personal • What concerns does the reader have and how can you make it simple to get help? • Consider the types of questions your customers or clients ask and the worries they face—those are potential topics @mindyweinstein
  26. 26. #SEJSummit Focus on being practical and personal • When you are in a car accident, you will be looking for advice @mindyweinstein
  27. 27. #SEJSummit Focus on being practical and personal • Looking to store your things? @mindyweinstein
  28. 28. #SEJSummit No topic is truly boring! @mindyweinstein
  29. 29. #SEJSummit 3 Takeaways Develop real-life stories Keep your eyes open for inspiration Focus on being practical & personal @mindyweinstein
  30. 30. #SEJSummit Mindy Weinstein Founder & President, Market Mindshift @mindyweinstein @mindyweinstein

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