Content is king

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Why is content important, how to create it, who to write for, where to publish

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Content is king

  1. 1. Content is king<br />Presented by Massimo Paolini<br />MPThree Consulting Inc.<br />www.mpaolini.com<br />408-256-0673<br />
  2. 2. Content<br />One tweet by a top influencer has a huge effect on your traffic.<br />Content will increase your traffic.<br />Traffic will increase your page rank.<br />Page rank will increase your visibility<br />Increase in visibility will bring you more traffic, more customers, and ultimately more business<br />
  3. 3. Content<br />Why do you need to generate lots of content?<br />Where do you need to generate content?<br />Let’s poll the audience.<br />
  4. 4. Content<br />Do you have a site?<br />Do you have a Facebook page?<br />Do you have a Twitter account?<br />What about LinkedIn, Blog, Lens, or any of the other Social media sites?<br />
  5. 5. Content<br />Content <br />= <br />Revenue<br />
  6. 6. Content<br />Therefore if content = business<br />Content = money<br />AND<br />Good content<br />=<br />Good money<br />If you’re still not convinced, try making money on the net without content…<br />Content = $$$$<br />
  7. 7. Content<br />We covered:<br />Why we need content<br />Next:<br />Quality is better than quantity<br />Who are you writing for? <br />Where you should add content?<br />
  8. 8. Content – What to write<br />You cannot just publish any rubbish…<br />
  9. 9. Content – What to write - Bad<br />“My Mom thinks I’m above using coupons (which isn’t quite true)”<br />“If I wanted to hear an a..hole I’d fart”<br />Karl writes about once a week<br />
  10. 10. Content – What to write – Better<br />If you’re interested in Google Analytics and how to DIY, this is a good post.<br />I publish every day<br />
  11. 11. Content – What to write – the best<br />Well written content, relevant, and very informative. <br />Avinash publishes about twice a month and has turned his blog posts into two very successful books.<br />
  12. 12. Content - research<br />Use tools to understand your audience<br />
  13. 13. Content – Who to write for<br />Audience intelligence by Microsoft<br />http://adlab.microsoft.com/Demographics-Prediction<br />Or just Google it.<br />This is telling me that my audience is <br /><ul><li>69% male,
  14. 14. 31% female.
  15. 15. 62% 25-34 yrs
  16. 16. 31% 50+ yrs</li></li></ul><li>Content – Who to write for<br />Use Quantcast.com Planner to figure out your audience<br />
  17. 17. Content – Who to write for<br />This is estimated traffic from two of the sites for the demographics you chose.<br />
  18. 18. Content – Who to write for<br /><ul><li>69% male,
  19. 19. 31% female.
  20. 20. 62% 25-34 yrs
  21. 21. 31% 50+ yrs</li></ul>Should my writing be frilly and feminine?<br />
  22. 22. Content – Who to write for<br />Do you know who your audience is?<br /><ul><li>69% male,
  23. 23. 31% female.
  24. 24. 62% 25-34 yrs
  25. 25. 31% 50+ yrs</li></li></ul><li>Content – Who to write for<br />Do you know who your audience is?<br /><ul><li>69% male,
  26. 26. 31% female.
  27. 27. 62% 25-34 yrs
  28. 28. 31% 50+ yrs</li></li></ul><li>Content – Who to write for<br />Are you targeting your audience?<br /><ul><li>69% male,
  29. 29. 31% female.
  30. 30. 62% 25-34 yrs
  31. 31. 31% 50+ yrs</li></li></ul><li>Content – Who to write for<br />Are you targeting your audience?<br /><ul><li>69% male,
  32. 32. 31% female.
  33. 33. 62% 25-34 yrs
  34. 34. 31% 50+ yrs</li></li></ul><li>Content – Where to write<br />
  35. 35. Content – Where to write<br />Next is listen to your audience.<br /><ul><li>Where are they?
  36. 36. What are they talking about?
  37. 37. What is their tone?</li></li></ul><li>Content – Where to write<br />
  38. 38. Content – Where to write<br />
  39. 39. Content – Where to write<br />
  40. 40. Content<br />We covered:<br />Why we need content<br />Quality is better than quantity<br />Who are you writing for? <br />Where you should add content?<br />BONUS: SEO<br />Let me show you a simple procedure for producing good SEO with your content, interested?<br />
  41. 41. SEO<br />SEO IS VERY TIME CONSUMING!<br />
  42. 42. SEO<br />Basics:<br /><ul><li>Two audiences
  43. 43. They will not come
  44. 44. They will not search for what you think they should
  45. 45. DO NOT FORGET WHO PAYS THE BILLS</li></li></ul><li>SEO<br />Tools for research:<br />Google’s own search engine should be your starting point.<br />Use the suggestions in the drop box<br />Use the Wonder Wheel<br />Create a long list of keywords<br />Use insights for search and the Google Keyword tool to qualify your list<br />
  46. 46. SEO<br />Back to Microsoft for their commercial intent tool.<br />Web Analytics<br />77% NON commercial<br />Marketing results<br />89% Commercial<br />
  47. 47. SEO Template<br />Title tag (human – sets the title on the results page.<br />Meta description (human – sets the description on the search engine<br />
  48. 48. SEO Template <br />Now let’s take care of the machine<br />URL<br />Page H1 title<br />First paragraph<br />
  49. 49. MONEY SLIDESEO Template - Put it all together<br />Keyword: Marketing results<br />Title tag: Measure your marketing results with Google Analytics Campaigns – MPThree Consulting Inc<br />Meta Description: By measuring your marketing results …<br />URL: measure-marketing-results-with-google-analytics<br />H1 title: Use Google Analytics to measure your marketing results.<br />1st paragraph: In order to increase your marketing results you need to measure them…<br />
  50. 50. Content<br />We covered:<br />Why we need content<br />Quality is better than quantity<br />Who are you writing for? <br />Where you should add content?<br />SEO a template<br />Next<br />How do I write?<br />I also have a great trick for creating content, would you like me to tell you about it?<br />
  51. 51. Writing – A trick<br />How do the professionals do it?<br />
  52. 52. Writing – A trick<br />Create an avatar, or a mental image that represents the audience you are addressing<br />
  53. 53. Writing – A trick<br />Write without editing<br />Do it for 10 minutes<br />
  54. 54. Writing – A trick<br />Do not spell correct<br />Do not edit<br />Do not refer<br />Just write<br />Let it sit for a day<br />
  55. 55. We covered:<br />Why we need content<br />Quality is better than quantity<br />Who are you writing for? <br />Where you should add content?<br />SEO a template<br />The secret of professional writers<br />Next:How do you create a good headline? <br />
  56. 56. Writing - Headlines<br />Create the most awesome catchy headline ever<br />Use tools like:<br />http://www.herenextyear.com/headlinegenerator/<br />http://www.herenextyear.com/headlinegenerator/<br />
  57. 57. Writing - Headlines<br />The list are ideas you can use and tweak<br /><ul><li>Play to guilt
  58. 58. Play to fear
  59. 59. Play to the bandwagon
  60. 60. Play to the joy of curiosity</li></li></ul><li>Writing - Headlines<br />Linkbait Generator http://linkbaitgenerator.com/index.php<br />
  61. 61. Writing - Headlines<br />Remember your audience.<br />If this is what they are attracted to, give it to them.<br />Must be entertaining or at least interesting and keyword rich<br />Use captivating images<br />If you’re handy with Photoshop or another image program you can create images like this one<br />
  62. 62. Writing - Headlines<br />Or if you are like me, use Flickr.com<br />Use the advanced search and look for CC images or send an email to the author asking for permission.<br />
  63. 63. We covered:<br />Why we need content<br />Quality is better than quantity<br />Who are you writing for? <br />Where you should add content?<br />SEO a template<br />The secret of professional writers<br />How do you create a good headline?<br />Where to get images <br />Next:Where do I find the material? <br />
  64. 64. Content – Finding material<br />Tie in to current events<br />Read headlines<br />Search Google Blogs<br />
  65. 65. Content – Finding material<br />Set up Google Alerts on:<br />Your industry<br />Your keywords<br />Your competitors<br />The experts<br />
  66. 66. Content – Finding material<br />Create lists<br /><ul><li>Top 99</li></ul>This search gave me 43 million results!<br />Use some else’s list to create articles on the listed items, maybe even a series.<br />
  67. 67. Content – Finding material<br />Who’s who of the industry (love your competition)<br />
  68. 68. Content – Finding material<br />Write Chatter<br />
  69. 69. Content – Finding material<br />There is SO much content on the web that there is no excuse for not finding material<br />Don’t forget a call to action.<br />So many consultants I work with have great site with amazing content, yet they are afraid of selling themselves. Guess what happens…<br />More Ideas<br />Interview Library<br />Rewrite something from a different sector<br />Original research<br />Original perspective<br />Write white papers<br />Ask for participation<br />Include calls to action<br />
  70. 70. We covered:<br />Why we need content<br />Quality is better than quantity<br />Who are you writing for? <br />Where you should add content?<br />SEO a template<br />The secret of professional writers<br />How do you create a good headline?<br />Where to get images <br />Where do I find the material?<br />Next:more shortcuts & Tools<br />
  71. 71. Shortcuts<br />Use your phone as a memo pad. Jot down ideas as they pop into your mind, or even start a dictating to yourself.<br />
  72. 72. Shortcuts<br />Frankenstein articles<br />Write an intro paragraph<br />+<br />Modify an existing paragraph<br />+<br />Write a middle section<br />+<br />Modify another paragraph<br />+<br />Write a conclusion<br />
  73. 73. Shortcuts<br />Buy books and magazines<br />Use content from books and magazines to create unique perspectives for your audience<br />
  74. 74. Shortcuts<br />Make a video and include a transcript<br />Use the script for your video to add text to your video page.<br />
  75. 75. More Shortcuts<br />Shortcuts<br />Outsource<br />Does not have to be something new every month<br />Can be a review/critique of someone else<br />
  76. 76. Shortcuts AND tools<br />Use twitter to search for materials, for promoting your content, and for creating content out of the conversations you generate<br />
  77. 77. Evernote.com allows you to create written notes, sound bites and images<br />Tools<br />
  78. 78. The Gender Genie<br />http://bookblog.net/gender/genie.php<br />Tools<br />
  79. 79. http://iwl.me/<br />Tools<br />
  80. 80. The Brainstormer<br />http://www.distractionbeast.com/brainstormer.swf<br />Tools<br />
  81. 81. Tools<br />750 Word Brain Dumps http://750words.com/<br />
  82. 82. Tools<br />GobbledyGook Grader http://gobbledygook.grader.com/<br />
  83. 83. http://www.herenextyear.com/headlinegenerator/<br />Tools<br />
  84. 84. http://linkbaitgenerator.com/index.php<br />Tools<br />
  85. 85. More Tools<br />
  86. 86. More tools<br />Use <br />Wikipedia<br />Ezine<br />Article City<br />Go-Articles<br />Constant Content<br />Technorati<br />YouTube<br />Flickr<br />Scribd<br />Yahoo Answers<br />
  87. 87. We covered:<br />Why we need content<br />Quality is better than quantity<br />Who are you writing for? <br />Where you should add content?<br />SEO a template<br />The secret of professional writers<br />How do you create a good headline?<br />Where to get images <br />Where do I find the material?<br />Shortcuts & Tools<br />Next:Where do I find the time?<br />
  88. 88. Creating content is TIME CONSUMING!<br />Time<br />
  89. 89. Schedule time every day to write for the various avenues you have<br />Hire a VA, talk to me to find out how you can get 10 hours a week for only $50.<br />
  90. 90. We covered:<br />Why we need content<br />Quality is better than quantity<br />Who are you writing for? <br />Where you should add content?<br />SEO a template<br />The secret of professional writers<br />How do you create a good headline?<br />Where to get images <br />Where do I find the material?<br />Shortcuts & Tools<br />Next:Why are we doing this?<br />
  91. 91. Go from this<br />Being on page 10 + of the search engines<br />
  92. 92. To This<br />On page one and two of the search engines<br />With great content you get results.<br />
  93. 93. Content<br />One tweet by a top influencer has a huge effect on your traffic.<br />Content will increase your traffic.<br />Traffic will increase your page rank.<br />Page rank will increase your visibility<br />Increase in visibility will bring you more traffic, more customers, and ultimately more business<br />
  94. 94. Would you like this presentation?<br />Give me your business card and I will send you and email with the presentation.<br />

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