10 ridiculously simple steps to
making money with content

... with a handful of
numbers, quotes and diagrams thrown in at no additional cost

But first...

140 characters about me Digital
content-maker from way back (yes, the ‘90s) living a hybrid life amongst brands, search engines, social networks and websites. I work here I write here www.markpollard.net I tweet here @markpollard

Oh... and I made this

Content, not ads

Chapters, not
matching luggage

Social networks
plus websites

“Alright, internet dude, enough talk
about the future.”

Source: Hitwise – website visits
- week ending 02/05/2009

Some more numbers Brand or
channel unique audience: Facebook 4,979,000 MySpace 2,179,000 Blogger 2,029,000 WordPress 832,000 Twitter 679,000 Bebo 543,000 Yahoo!7 Groups 391,000 Six Apart TypePad 326,000 Google Groups 266,000 LinkedIn 258,000 Source: Nielsen Online NetView, March 2009

B2B Marketing Tactics 2009 Source:
Marketing Profs & Forrester

Ta tic g ne tingle
d c s e ra as

But what is
content?

If Wikipedia says it is,
so it must be

“Content is information and experiences
that may provide value for an end-user/audience in specific contexts.” http://en.wikipedia.org/wiki/Content_(media_and_publishing)

http://en.wikipedia.org/wiki/Content_(media_and_publishing) “Content may be delivered
via any medium such as the internet, television, and audio CDs, as well as live events such as conferences and stage performances.”

content sparks
conversation
becomes content

The Workout: 10 simple steps
to cracking sweet-as content

Step 1. Work out your
marketing challenges

Step 2. Work out who’s
worth what to you

http w .s ://w w
nitke o r.c m

Personas Great persona examples and
discussion can be found in this Slideshare presentation: http://www.slideshare.net/JaneFloyd

Step 3. Work out what
a ‘conversion’ means to you

Think • Downloads • Requests
and • Joins measure • Subscribes • Registers ‘end • Calls actions’ • Watch, listen

Step 4. Work out what
you’re about

Looking for myself online

http://google.com/adwords

http://www.google.com/insights/

http://www.new.facebook.com/lexicon

http://www.taggalaxy.de

http://www.tweetcloud.com

http://www.tagcrowd.com

http://www.delicious.com

http://www.spezify.com

http://www.socialmention.com

http://blogsearch.google.com

http://www.digg.com

http://www.technorati.com

http://www.twendz.com

Step 5. Work out what
your competition is up to

http://google.com/adwords

http://www.quarkbase.com

http://www.spyfu.co

Step 6. Work out where
the people are

Step 7. Work out how
they are where they are

Forrester Social Technographics Ladder Common
Tactics Creators Outreach to bloggers Contests to solicit content Encourage spoofing Critics Solicit comments Encourage voting Social bookmarking Encourage forward to friend Collectors Offer RSS feeds Snaggable Widgets Download Podcasts Joiners Viral videos/websites Create groups & communities Social applications Spectators Portable, original content Optimize content findability Inactives Source: www.forrester.com/Groundswell/profile_tool.html

Step 8. Work out how
to get their attention

Thinking like a blogger 1.
Periodic hero content 2. Snappy headlines 3. Easy to scan 4. Useful 5. Promote your content 6. Validate other content creators 7. Lateral thoughts

Headlines Number + Adverb +
Adjective + Topic + Focus + Benefit/Effect

Step 9. Work out how
to persuade

Design Patterns

Key, comparative benefit claim Social
proof, performance proof Plain English features - succinct CTA: trial, 60 second sign-up Shows me what I’m buying Fights for credibility - Simple logos Social proof: from Video to linger & connect Visuals for every benefit respected companies active in online communities Relevance: types of firm Relevance: types, scale of use Empathy: Relates my problem back to me

Expert proof & quotes Second
call to action for scrollers Social proof: Social proof: online Social proof: types of recommendation chatter use, credibility

Step 10. Work out your
ask

Step 1. Work out your
marketing challenges Step 2. Work out who’s worth what to you Step 3. Work out what a ‘conversion’ means to you Step 4. Work out what you’re about Step 5. Work out what your competition is up to Step 6. Work out where the people are Step 7. Work out how they are where they are Step 8. Work out how to get their attention Step 9. Work out how to persuade Step 10. Work out your ask

Questions? mark.pollard@mccann.com.au @markpollard www.markpollard.net Free
SEO e-book from Glenn Murray at Divine Write valued at $79.95 http://www.divinewrite.com/ADMA