In the Court of the Content King (part 2)


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Learn how to write like a POPSTAR, to ensure the success of your online marketing.

This is lesson #4 in my "Nothing new Under the Sun" series - A free online marketing course I'm sharing with the world :)

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In the Court of the Content King (part 2)

  1. 1. In the Court of theContent King IIHow to Write Content like a POPSTAR
  2. 2. Introduction
  3. 3. Hi!My name isMike Darnell.I was born in 1974My 1st job wasmodeling underwear& Roman toys
  4. 4. My partner is Virode Imtarnasan - Thai, 38 years old, married, studied law Career: EA, Sega, IRM… Web: Cnngo, Vertu, Playboy…Is your websitetargeting and engaging prospects?
  5. 5. Where we dobusiness
  6. 6. The Fun Bit
  7. 7. Last session we discussed theWHY and WHATof great content
  8. 8. We learned there’sNothing New Under the Sun because…
  9. 9. Marketers have alwaysknown the key to success isproviding useful information about their products…
  10. 10. …Especially AT THEPOINT/TIME OF SALE
  11. 11. Be it in person…
  12. 12. …in print…
  13. 13. …or online
  14. 14. We learned aboutthe importance ofINBOUND LINKS…
  15. 15. Site 1 Site 2 Your great Site 3content Site 4 Etc.
  16. 16. …and helped eachother brainstormcontent ideas for our websites
  17. 17. We understood that our challenge is finding the sweet spot: Content that isno only popular, but also hasmarketing value for our company
  18. 18. And we learned that with a little effort and creativity even“boring” businesses can crack it…
  19. 19. We touched on thetypes of content we can create:
  20. 20. Topics Mediums Products/services Company info Texts (HTML/PDF) News Images Events Presentations Tips/how-tos Audio Faqs Podcasts Lists VIDEO Case studies Forms/QuizzesTestimonials/clients Etc. Articles Etc…
  21. 21. The reality is that the EASIEST content we cancreate, that’s still likely to gain our audience’sappreciation, is probably:
  22. 22. Topics Mediums Products/services Company info Texts (HTML/PDF) News Images Events Presentations Tips/how-tos Audio Faqs Podcasts Lists VIDEO Case studies Forms/QuizzesTestimonials/clients Etc. Articles Etc…
  23. 23. The web is still* for the most part a text based medium * But the future is video…
  24. 24. To rule the web you needto write like a ROCKSTAR
  25. 25. But HOW?
  26. 26. Getting started:
  27. 27. Read ShareComment Write
  28. 28. 1) Read
  29. 29. What to Read
  30. 30. Learn from the best
  31. 31. Technorati is probablythe best place to find blogs you’ll enjoy
  32. 32. Use Klout to find the Top Influencers relevant to you
  33. 33. Another useful tool isGoogle Alerts
  34. 34. Google Alerts are an excellent way toregularly search andstay on top of topics and key-phrasesrelevant to you and your business
  35. 35. Setting up a dedicatediGoogle page isan easy way to categorize,organize, share,and collaborate your Google Alerts with others
  36. 36. Take a minute to list 10 key-phrases you should have alerts for
  37. 37. How to Read
  38. 38. AVOID reading on your PC Use your phone to take advantage of time travelling, waiting, etc.
  39. 39. Using a reader will remind you more and more people are accessing the web on the move -Is your content optimized for them?
  40. 40. 2) Share
  41. 41. What to Share
  42. 42. We all hateSPAMMERS
  43. 43. This probably belongson Facebook,unless you’re a vet…
  44. 44. Add value
  45. 45. Be relevantto your audience
  46. 46. 1. Share good people & useful content2. Show gratitude3. Promote people you’d like to befriend
  47. 47. How to Share
  48. 48. Start simple
  49. 49. By clicking buttons…
  50. 50. …and pasting links
  51. 51. Then take it tothe next level…
  52. 52. Tools like the browser plugin make sharing tomultiple platforms easy & fun
  53. 53. Aggregators like take yourshared links and automatically turn them into blog-like websites
  54. 54. Don’t abuse the tools
  55. 55. The easiest thing to ruin online is yourOWN REPUTATION
  56. 56. 3) Comment
  57. 57. Commenting is agreat way to engage
  58. 58. A good comment is a first step in establishing a relationship IT HELPS GET YOU NOTICED …by the author,and everyone who visits their post. Ever.
  59. 59. Commenting drives trafficand builds links
  60. 60. Commentingsparks creativityA good commentis easily remade into content for your own site
  61. 61. 4) Write
  62. 62. Once you feel you’re ready totake the plunge…
  63. 63. …it’s time to writeyour first content
  64. 64. Here are a fewhints and tips toget you started:
  65. 65. What NOT to write
  66. 66. About us FeaturesWe’re great
  67. 67. NOBODY CARES
  68. 68. “…The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world’s best seed!) they forget to tell us why we should buy (the world’s best lawn!)…” [John Caples -1926-1990 - The man who wrote the book on copywriting]
  69. 69. Focus on what’sin it forTHEM
  70. 70. Respect George Carlin: Keep it simple and avoid jargon and adjectives
  71. 71. How to write
  72. 72. Never forgetthat reading online isHARD
  73. 73. 72 DPIScreen flicker Distractionsetc., etc., etc…
  74. 74. Regardless ofthe reasons the result is…
  75. 75. Nobody really READS online……instead we SCAN
  76. 76. So be sure tofollow these7 basic tips…
  77. 77. Put your most important informationin the first two paragraphs
  78. 78. Learn from professionalJournalists and Editors…
  79. 79. Look at the next slide forNO MORE THAN 5 SECONDS
  80. 80. What do youremember?
  81. 81. Use LEADS
  82. 82. Short paragraphs make for easy readingUsability experts are confirming what has long been known to newspapereditors and journalists. When writing news short paragraphs that handleone idea or concept are far more likely to be read and remembered.9 out of 10 people only read headersThe statistic above is entirely made up however I have little doubt thatalthough the numbers may be off, the principle is valid. This is why it’s mostlikely the vast majority of people seeing this slide will never realize they’vebeen taken for a little ride…White spaces and margins are importantMaking text easy to read isn’t dependent solely on how the words andparagraphs are laid out. No less important are the surrounding and dividingspaces that allow the reader’s eyes and brain to rest, digest, and organizethe content absorbed.
  83. 83. Know yourkeywords and USE THEM
  84. 84. Never forget the MetaURL, <title>, “description”, <h1>
  85. 85. Questions?
  86. 86. Workshop time!
  87. 87. A typical blog post is anywhere between150-400 words long - approximately thelength of two full screensYou have 10 minutes to write 150 words about yourmain product or service, while adhering to the 7 ruleslisted above.Swap your text with a class-mate and edit their text tomake it more appealing. Leave notes explaining youredits.Present your work to the group for more feedback
  88. 88. Thanks! …I’m at Mike