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Content content by your friend, Mark Pollard I live here: @markpollard www.markpollard.net www.mccann.com.au Choose your o...
How to make good online content Choose your own title
7 secret tips about online content that will make you famous Choose your own title
Why listen to me?
5 years radio 5 years street press 60+ mags
When I was 19, I taught myself how to build websites to publish music interviews; I then made this little publication
I believe you should practise what you preach; so I blog http:// www.markpollard.net
I Tweet http://www.twitter.com/markpollard
I make presentations http:// slideshare.net/markpollard
I’ve collaborated in book projects http:// www.theperfectgiftforaman.com.au
All of this brings me to the first point
Secret 1 <ul><li>Make it to learn it </li></ul>If you enjoyed this point, you may also enjoy ‘ Why strategists should make...
But before I go any further, I’d better tell you why I believe content is so important
The past 3 years have seen significant shifts in online behaviour and marketing strategies in Australia
<ul><li>Earned media </li></ul>Bought media Owned media The big business shift
<ul><li>“ When everything becomes a commodity, what is going to matter is the ability to design and deliver value.” </li><...
3 buckets: Information Transaction Communication
2009 - March <ul><li>Brand or channel unique audience: </li></ul><ul><li>Facebook  4,979,000 </li></ul><ul><li>MySpace  2,...
Australia now leads the world for time spent each month on social media sites (7.12 hours) - Nielsen, October 2009
Just under one-third of all time spent online by Australians  in October 2009 was spent on Facebook - Nielsen
My definition of social media <ul><li>Places where people interact  </li></ul><ul><li>on the public record </li></ul>The m...
And because so much action is happening online…
Secret 2 <ul><li>Balls stand out </li></ul>Related post: ‘ Words that you social media and agency types need to stop killi...
<ul><li>INSIGHT </li></ul><ul><li>An </li></ul><ul><li>unspoken </li></ul><ul><li>human </li></ul><ul><li>truth </li></ul>...
<ul><li>We share stuff that reveals something awe-inspiring about us or the world around us New York Times </li></ul>And u...
Secret 3 <ul><li>It’s not about you </li></ul>People like you like: ‘ How IKEA games you: the Real  Gruen  Transfer ’ at w...
Secret 4 <ul><li>Make love to Google </li></ul>Google this: ‘ How to get a man to open up ’ at www.markpollard.net
 
Secret 5 <ul><li>Habit through cycle </li></ul>Google: ‘ The Perfect Gift for a Man ’ (book, ebook, blog posts) You may th...
Content-making is heavy-lifting; routine can help you build momentum
Set yourself some goals around this circle (eg blog 5 times a week)
Secret 6 <ul><li>Some formulas work </li></ul>Find on AustralianINFront: ’ 10 things about trying ’
Number + Adverb + Adjective  + Topic + Focus + Benefit/Effect  Headlines (just don’t over-use them)
Secret 7 <ul><li>Instruct people to act </li></ul>Re-Tweet This: ‘ How to milk an advertising agency for all it’s worth ’ ...
Bonus secret <ul><li>Cross-promote: live isn’t dead </li></ul>
7 secret tips about online content that will make you famous
<ul><li>Make it to learn it </li></ul><ul><li>Be ballsy </li></ul><ul><li>It’s not about you </li></ul><ul><li>Make love t...
Iz u hav qwestshuns? LOL Adventure with me here: @markpollard www.markpollard.net
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7 secret tips about online content that will make you famous

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An updated version of '10 steps to making online content that converts' http://slidesha.re/WR87O with furry animals in it. Please share it with someone who may enjoy it. Originally presented to design students as part of Enmore Talks.

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7 secret tips about online content that will make you famous

  1. 1. Content content by your friend, Mark Pollard I live here: @markpollard www.markpollard.net www.mccann.com.au Choose your own title
  2. 2. How to make good online content Choose your own title
  3. 3. 7 secret tips about online content that will make you famous Choose your own title
  4. 4. Why listen to me?
  5. 5. 5 years radio 5 years street press 60+ mags
  6. 6. When I was 19, I taught myself how to build websites to publish music interviews; I then made this little publication
  7. 7. I believe you should practise what you preach; so I blog http:// www.markpollard.net
  8. 8. I Tweet http://www.twitter.com/markpollard
  9. 9. I make presentations http:// slideshare.net/markpollard
  10. 10. I’ve collaborated in book projects http:// www.theperfectgiftforaman.com.au
  11. 11. All of this brings me to the first point
  12. 12. Secret 1 <ul><li>Make it to learn it </li></ul>If you enjoyed this point, you may also enjoy ‘ Why strategists should make stuff ’ at www.markpollard.net
  13. 13. But before I go any further, I’d better tell you why I believe content is so important
  14. 14. The past 3 years have seen significant shifts in online behaviour and marketing strategies in Australia
  15. 15. <ul><li>Earned media </li></ul>Bought media Owned media The big business shift
  16. 16. <ul><li>“ When everything becomes a commodity, what is going to matter is the ability to design and deliver value.” </li></ul><ul><li>Edward de Bono, The Six Value Medals </li></ul>
  17. 17. 3 buckets: Information Transaction Communication
  18. 18. 2009 - March <ul><li>Brand or channel unique audience: </li></ul><ul><li>Facebook 4,979,000 </li></ul><ul><li>MySpace 2,179,000 </li></ul><ul><li>Blogger 2,029,000 </li></ul><ul><li>WordPress 832,000 </li></ul><ul><li>Twitter 679,000 </li></ul><ul><li>Bebo 543,000 </li></ul><ul><li>Yahoo!7 Groups 391,000 </li></ul><ul><li>Six Apart TypePad 326,000 </li></ul><ul><li>Google Groups 266,000 </li></ul><ul><li>LinkedIn 258,000 </li></ul>OCTOBER 2009 Facebook 8.1M YouTube: 5.8M MySpace 2.3M Twitter: 1.2-1.5M Source: Nielsen Online NetView, October 2009 – via SMH (At this point I rattle off 2010 stats)
  19. 19. Australia now leads the world for time spent each month on social media sites (7.12 hours) - Nielsen, October 2009
  20. 20. Just under one-third of all time spent online by Australians in October 2009 was spent on Facebook - Nielsen
  21. 21. My definition of social media <ul><li>Places where people interact </li></ul><ul><li>on the public record </li></ul>The main ingredients: content and interaction
  22. 22. And because so much action is happening online…
  23. 23. Secret 2 <ul><li>Balls stand out </li></ul>Related post: ‘ Words that you social media and agency types need to stop killing ’ at www.markpollard.net
  24. 24. <ul><li>INSIGHT </li></ul><ul><li>An </li></ul><ul><li>unspoken </li></ul><ul><li>human </li></ul><ul><li>truth </li></ul>Keep digging until you hit a nerve To help yourself stand out, make content that’s insightful An insight is typically something the sub-conscious brain knows but the conscious brain doesn’t think about
  25. 25. <ul><li>We share stuff that reveals something awe-inspiring about us or the world around us New York Times </li></ul>And understand what content gets shared Why? Identity shaping and reciprocity layby
  26. 26. Secret 3 <ul><li>It’s not about you </li></ul>People like you like: ‘ How IKEA games you: the Real Gruen Transfer ’ at www.markpollard.net
  27. 27. Secret 4 <ul><li>Make love to Google </li></ul>Google this: ‘ How to get a man to open up ’ at www.markpollard.net
  28. 29. Secret 5 <ul><li>Habit through cycle </li></ul>Google: ‘ The Perfect Gift for a Man ’ (book, ebook, blog posts) You may think this … but this can help
  29. 30. Content-making is heavy-lifting; routine can help you build momentum
  30. 31. Set yourself some goals around this circle (eg blog 5 times a week)
  31. 32. Secret 6 <ul><li>Some formulas work </li></ul>Find on AustralianINFront: ’ 10 things about trying ’
  32. 33. Number + Adverb + Adjective + Topic + Focus + Benefit/Effect Headlines (just don’t over-use them)
  33. 34. Secret 7 <ul><li>Instruct people to act </li></ul>Re-Tweet This: ‘ How to milk an advertising agency for all it’s worth ’ at www.markpollard.net
  34. 35. Bonus secret <ul><li>Cross-promote: live isn’t dead </li></ul>
  35. 36. 7 secret tips about online content that will make you famous
  36. 37. <ul><li>Make it to learn it </li></ul><ul><li>Be ballsy </li></ul><ul><li>It’s not about you </li></ul><ul><li>Make love to Google </li></ul><ul><li>Habit through cycle </li></ul><ul><li>Some formulas work; break others </li></ul><ul><li>Instruct people to act </li></ul><ul><li>BONUS : Cross-promote your content </li></ul>
  37. 38. Iz u hav qwestshuns? LOL Adventure with me here: @markpollard www.markpollard.net

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