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@andymci
Content Creation Regimen
Andy McIlwain @ WordCamp Hamilton 2016
@andymci
Prologue:
Hi! I’m Andy.
@andymci
Three things to know about me:
I love content & community.
I work at GoDaddy.
This presentation is 100% me (not
G...
@andymci
What we’re covering today:
1. Tools I think you should use.
2. Helpful visual concepts.
3. A seven-step regimen o...
@andymci
Part I:
Get Your Stuff
Together
(yay plugins!)
@andymci
Self-hosted? You’ll need:
Yoast SEO
Google Analytics Dashboard for WP
LeadIn
Jetpack
@andymci
On WordPress.com?
You’re good!
@andymci
Part II:
Set Your Goals
@andymci
Know why you’re doing this.
What are you trying to accomplish? Are you
doing this for your business, to build you...
@andymci
This Year’s Big Goal
QuarterQuarter Quarter Quarter
Month
Month
Month
Month
Month
Month
Month
Month
Month
Month
M...
@andymci
This Year
QuarterQuarter Quarter Quarter
Month
Month
Month
Month
Month
Month
Month
Month
Month
Month
Month
Month
...
@andymci
Know who you want to reach.
Understand the reader. Understand the
viewer. Understand the listener. Understand
the...
@andymci
Know if you’re in alignment.
Present the right content in the right place at
the right time to fulfill the needs ...
@andymci
New Visitor
Familiar Visitor
Time
Where
does your
content fit?
@andymci
New Visitor
Familiar Visitor
Your Goals
Reach
Teach
Sell
Time
@andymci
New Visitor
Familiar Visitor
Time
Your Goals
Reach
Teach
Sell
Audience
Goals
Discover
Learn
Decide
@andymci
Know your content types and where they
fit.
Shared = A sample of your stuff.
Informational = Bring the knowledge....
@andymci
New Visitor
Familiar Visitor
Time
Your Goals
Reach
Teach
Sell
Audience
Goals
Discover
Learn
Decide
Shared
Info
Co...
@andymci
Part III:
The Regimen
@andymci
1. Brainstorm Topics
What do you know?
What are others doing?
What are people searching for?
What’s popular on th...
@andymci
Moz Keyword Explorer: See what people are searching
for.
@andymci
BuzzSumo: See what’s viral on the web about a topic.
@andymci
2. Gather Data
Track useful things.
Find information to cite.
Interview Subject Matter Experts (SMEs).
Squeeze kn...
@andymci
Todoist extension for Google Chrome
@andymci
3. Plan Your Content
“Everything begins with writing.”
Start with the title.
Outline your content.
@andymci
SumoMe’s “Power Words” are cheat codes for headlines.
@andymci
Portent’s Content Idea Generator
@andymci
4. Produce
Get down to writing.
Find a featured image.
Review your stuff.
(Using Yoast? Set your Focus Keyword.)
...
@andymci
Grammarly is my new best friend.
@andymci
Random landscapes are better than lame corporate
stock.
@andymci
Yoast’s keyword analysis is super useful.
@andymci
New Visitor
Familiar Visitor
Time
Your Goals
Reach
Teach
Sell
Audience
Goals
Discover
Learn
Decide
Shared
(not on...
@andymci
5. Re-Publish
Don’t just automatically share. Make it native.
Adapt your content to each channel.
@andymci
Big list on the blog. Check it. x.co/regimen
@andymci
6. Promote
Create an outreach list for your epic content.
Contact people you surveyed or interviewed.
Contact sit...
@andymci
Find reporters through Hey Press
@andymci
7. Gauge Success
Turn to your analytics stats.
Monitor subscribers.
@andymci
Example of a Google Analytics report.
@andymci
Epilogue (full post + more links and goodies):
x.co/regimen
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Content Creation Regimen - WordCamp Hamilton 2016

Content creation is the hardest part of content marketing. No amount of reading articles, listening to podcasts, or attending conferences will change that. You need to do the work if you want to make an impact.

Content creation is the hardest part of content marketing. Follow this step-by-step guide to get your content production process up and running.

Full post available at https://andymci.com/content-creation-regimen/

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Content Creation Regimen - WordCamp Hamilton 2016

  1. 1. @andymci Content Creation Regimen Andy McIlwain @ WordCamp Hamilton 2016
  2. 2. @andymci Prologue: Hi! I’m Andy.
  3. 3. @andymci Three things to know about me: I love content & community. I work at GoDaddy. This presentation is 100% me (not GoDaddy).
  4. 4. @andymci What we’re covering today: 1. Tools I think you should use. 2. Helpful visual concepts. 3. A seven-step regimen of tactics to guide you.
  5. 5. @andymci Part I: Get Your Stuff Together (yay plugins!)
  6. 6. @andymci Self-hosted? You’ll need: Yoast SEO Google Analytics Dashboard for WP LeadIn Jetpack
  7. 7. @andymci On WordPress.com? You’re good!
  8. 8. @andymci Part II: Set Your Goals
  9. 9. @andymci Know why you’re doing this. What are you trying to accomplish? Are you doing this for your business, to build your brand and attract customers? Or are you doing this for yourself, as a hobby or personal interest?
  10. 10. @andymci This Year’s Big Goal QuarterQuarter Quarter Quarter Month Month Month Month Month Month Month Month Month Month Month Month Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k
  11. 11. @andymci This Year QuarterQuarter Quarter Quarter Month Month Month Month Month Month Month Month Month Month Month Month Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Wee k Our ambition is up here - lofty & bold. Our execution is down here - hard & tactical.
  12. 12. @andymci Know who you want to reach. Understand the reader. Understand the viewer. Understand the listener. Understand the individual. Understand what they want. The more you understand, the more your content will align with their interests.
  13. 13. @andymci Know if you’re in alignment. Present the right content in the right place at the right time to fulfill the needs of your audience while meeting your own goals.
  14. 14. @andymci New Visitor Familiar Visitor Time Where does your content fit?
  15. 15. @andymci New Visitor Familiar Visitor Your Goals Reach Teach Sell Time
  16. 16. @andymci New Visitor Familiar Visitor Time Your Goals Reach Teach Sell Audience Goals Discover Learn Decide
  17. 17. @andymci Know your content types and where they fit. Shared = A sample of your stuff. Informational = Bring the knowledge. Conversion = Get them to take action.
  18. 18. @andymci New Visitor Familiar Visitor Time Your Goals Reach Teach Sell Audience Goals Discover Learn Decide Shared Info Converts!
  19. 19. @andymci Part III: The Regimen
  20. 20. @andymci 1. Brainstorm Topics What do you know? What are others doing? What are people searching for? What’s popular on the web right now?
  21. 21. @andymci Moz Keyword Explorer: See what people are searching for.
  22. 22. @andymci BuzzSumo: See what’s viral on the web about a topic.
  23. 23. @andymci 2. Gather Data Track useful things. Find information to cite. Interview Subject Matter Experts (SMEs). Squeeze knowledge out of people.
  24. 24. @andymci Todoist extension for Google Chrome
  25. 25. @andymci 3. Plan Your Content “Everything begins with writing.” Start with the title. Outline your content.
  26. 26. @andymci SumoMe’s “Power Words” are cheat codes for headlines.
  27. 27. @andymci Portent’s Content Idea Generator
  28. 28. @andymci 4. Produce Get down to writing. Find a featured image. Review your stuff. (Using Yoast? Set your Focus Keyword.) Add a call-to-action.
  29. 29. @andymci Grammarly is my new best friend.
  30. 30. @andymci Random landscapes are better than lame corporate stock.
  31. 31. @andymci Yoast’s keyword analysis is super useful.
  32. 32. @andymci New Visitor Familiar Visitor Time Your Goals Reach Teach Sell Audience Goals Discover Learn Decide Shared (not on your site) Info (on your site) Converts! Don’t forget your CTAs.
  33. 33. @andymci 5. Re-Publish Don’t just automatically share. Make it native. Adapt your content to each channel.
  34. 34. @andymci Big list on the blog. Check it. x.co/regimen
  35. 35. @andymci 6. Promote Create an outreach list for your epic content. Contact people you surveyed or interviewed. Contact sites or people you cite in your post.
  36. 36. @andymci Find reporters through Hey Press
  37. 37. @andymci 7. Gauge Success Turn to your analytics stats. Monitor subscribers.
  38. 38. @andymci Example of a Google Analytics report.
  39. 39. @andymci Epilogue (full post + more links and goodies): x.co/regimen

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