Content Development Workshop
Let’s get down to business …
brought to you by…

@katemorris
Kate Morris
Principal Consultant
kate.morris@distilled.net
@katemorris

@katemorris
Developing Content

@katemorris
Keyword Research is in the Past
@katemorris
The Key to Content is Users
@katemorris
Situation:
New Product, No Competitors,
No Known Product Keywords

@katemorris
Beta User Interviews

Analytics Analysis

New Product
Content
Keyword Planner

PPC Tests
@katemorris
Ready?

@katemorris
@katemorris
Step

#1

User Stories
(aka Personas)
@katemorris
Step

#1

Identify and Define 3
User Types
@katemorris
Step

#1

Identify and Define 3 User Types
1.
2.
3.
4.
5.

Who are they? (Make up a name, occupation, etc.)
What is their ...
Step

#2

Community Research

@katemorris
Step

#2
1.
2.
3.

Find people on social media like your personas.
Identify what they read and share.
Use tools like Faceb...
Step

#2

Become a part of their community.
1.
2.
3.
4.

Share knowledge in forums (no selling).
Guest post and advertise ...
Step

#3

Brainstorming

@katemorris
Step

#3

Write. Everything.
Down.
@katemorris
Step

#3

Get someone else’s
input and ideas.
@katemorris
Step

#3

Write. Everything.
Down.
@katemorris
Step

#4

Qualification

@katemorris
Step

#4

S.I.N.N.E.R.
shareable, informative, news breaking, novel, exceptional, and reactionary
Your content needs at le...
Step

#4

Is your content sinning?

@katemorris
Step

#5

Execute

@katemorris
Step

#5

Execute Tips
1.
2.

3.
4.
5.
6.

Be better than what is currently out there.
Be realistic about your capabilitie...
You Should Have:
A focus set of personas
Where to start entering their community
Tons of Ideas
A smaller list of great ide...
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Marketing festival Content Generation Workshop

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Marketing festival Content Generation Workshop

  1. 1. Content Development Workshop Let’s get down to business … brought to you by… @katemorris
  2. 2. Kate Morris Principal Consultant kate.morris@distilled.net @katemorris @katemorris
  3. 3. Developing Content @katemorris
  4. 4. Keyword Research is in the Past @katemorris
  5. 5. The Key to Content is Users @katemorris
  6. 6. Situation: New Product, No Competitors, No Known Product Keywords @katemorris
  7. 7. Beta User Interviews Analytics Analysis New Product Content Keyword Planner PPC Tests @katemorris
  8. 8. Ready? @katemorris
  9. 9. @katemorris
  10. 10. Step #1 User Stories (aka Personas) @katemorris
  11. 11. Step #1 Identify and Define 3 User Types @katemorris
  12. 12. Step #1 Identify and Define 3 User Types 1. 2. 3. 4. 5. Who are they? (Make up a name, occupation, etc.) What is their problem/issue/need that makes them look for your product or service? What other things are they dealing with in life? What do they do online? How do they find your website and what do you want them to do when they get there? @katemorris
  13. 13. Step #2 Community Research @katemorris
  14. 14. Step #2 1. 2. 3. Find people on social media like your personas. Identify what they read and share. Use tools like Facebook, Google Surveys, Ask Your Target Market, or just email to survey them. @katemorris
  15. 15. Step #2 Become a part of their community. 1. 2. 3. 4. Share knowledge in forums (no selling). Guest post and advertise on sites. Do favors, make friends. Above all, listen. @katemorris
  16. 16. Step #3 Brainstorming @katemorris
  17. 17. Step #3 Write. Everything. Down. @katemorris
  18. 18. Step #3 Get someone else’s input and ideas. @katemorris
  19. 19. Step #3 Write. Everything. Down. @katemorris
  20. 20. Step #4 Qualification @katemorris
  21. 21. Step #4 S.I.N.N.E.R. shareable, informative, news breaking, novel, exceptional, and reactionary Your content needs at least three. @katemorris
  22. 22. Step #4 Is your content sinning? @katemorris
  23. 23. Step #5 Execute @katemorris
  24. 24. Step #5 Execute Tips 1. 2. 3. 4. 5. 6. Be better than what is currently out there. Be realistic about your capabilities and pay well for people doing things you can’t (freelancer writers, designers, developers). Communicate the entire way with your team, boss, or client. Everyone has to agree. Be ready to let your idea go if it doesn’t work. Promotion has to be a part of this process even if it’s just product content. Be proud to share it with others, if not, go back to the drawing board. @katemorris
  25. 25. You Should Have: A focus set of personas Where to start entering their community Tons of Ideas A smaller list of great ideas A plan for execution (community, influencers, guidelines) @katemorris

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