Get Smart About Content

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Presented at Podcamp Boston 6, Sept. 25, 2011

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Get Smart About Content

  1. 1. ...About Content Georgy Cohen@radiofreegeorgy Podcamp Boston Sept. 25, 2011 #pcb6
  2. 2. Content is great.
  3. 3. Content can help you:•Get business•Persuade audiences•Build relationships•Establish expertise•Communicate news•Spread ideas
  4. 4. Content is work.
  5. 5. Content requires:•Thoughtful creation•Consistent attention•Ongoing assessment•Engagement and response•Adaptation and evolution•Constant promotion
  6. 6. Content is alive.
  7. 7. The more work youput in, the longer your content lifespan.
  8. 8. Content is a process, not a project.
  9. 9. Let’s talk about this...
  10. 10. Flashes of inspirationbecome enduring contentthrough thoughtful,sustained effort over time.
  11. 11. Content withoutplanning is a problemwaiting to happen.
  12. 12. Get the best out of yourcontent, before it gets thebest of you!•Avoid “blank page panic”and anxiety-basedpublishing•Abandoned channels leadto missed opportunitiesand a damaged brand
  13. 13. To avoidKAOS...
  14. 14. ...takeCONTROL
  15. 15. And ask yourself siximportant questions
  16. 16. Why? What is your goal?Content is just a tool in service of a goal
  17. 17. Avoid O.S.S.** “Ooh, shiny!” syndrome
  18. 18. Who? Who is your audience? What are their needs andhow can you address them?
  19. 19. What?What do you want to say? How do you distillyour goals into messages?
  20. 20. How? What types of content will you publish?What is your tone/voice?
  21. 21. Where?What publishing platforms will you use? (It doesn’t have to be all of them.)
  22. 22. Wrong RightYour channels should support one another.
  23. 23. When? Do you use an editorial calendar?Publishing is a privilege, not a right. Don’t add volume; add value.
  24. 24. And we can’t forget...
  25. 25. Measurement ensures your content is helping you achieve your goals.The old measurement trick!
  26. 26. Making contentmore effectiveat every turn......and loving it!
  27. 27. Thank you! Questions? @radiofreegeorgygeorgy.cohen@gmail.com georgycohen.com

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