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10 THINGS I WISH I KNEW ABOUT CONTENT MARKETING WHEN I STARTED

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10 Thing I wish I knew when I started blogging back in 2002. This presentation was given at the Super Fast Business conference in Sydney Australia in 2016.

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10 THINGS I WISH I KNEW ABOUT CONTENT MARKETING WHEN I STARTED

  1. 1. 10 THINGS I WISH I KNEW ABOUT CONTENT MARKETING WHEN I STARTEDDarren Rowse
  2. 2. My StoryIt all began with 4 words “Check out this blog”
  3. 3. Voice Community
  4. 4. My ‘Credentials’ • 20 jobs in 10 years • None of them in social media/web/design • Bachelor of.... Theology [and a bit of a Marketing Degree] • C grade average in English • Incapable of making text BOLD for 3 months
  5. 5. 4- 5 million+ visitors a month 20 million page views a month 1 million+ Social Network Connections Core team of 6 + 30 Writers ProBlogger the Book Podcast - 120,000 monthly downloads 34 eBooks and Courses ProBlogger Events A 7 figure annual profit 13 Years Later
  6. 6. “All things being equal, people do business with, and refer business to people they know, like and trust.” Bob Burg Know Like Trust Content marketing is great for
  7. 7. Blogs Part of the Mix Twitter Video Courses Email eBooks Forums Printables Podcasts Webinars Facebook LinkedIn Pinterest Live Streaming
  8. 8. Blogs Twitter Video Courses Email eBooks Forums Printables Podcasts Webinars Facebook LinkedIn Pinterest The Centre of my Mix Live Streaming
  9. 9. 10 THINGS I WISH I KNEW ABOUT CONTENT MARKETING WHEN I STARTEDDarren Rowse
  10. 10. 1
  11. 11. 1Define What your blog is about
  12. 12. Chris Hunter BikeEXIF.com Classic & Custom Motorcycles NICHE DEMOGRAPHIC Gala Darling GalaDarling.com a blog for youthful alternative (unconventional, individual, eccentric) women 3 ways to define what you do FIGHT ProBlogger ProBlogger.net You can make money blogging ethically
  13. 13. Choose Something That is Meaningful to You
  14. 14. 2
  15. 15. 2 understand your reader and how you’ll change them
  16. 16. Identify who you are trying to reach
  17. 17. My first Reader profiles
  18. 18. DIG DEEPER!
  19. 19. Understand your Reader’s… needs problems desires challenges dreams fears goals habits turn offs passions
  20. 20. Find out what is meaningful to them surveys polls Meetups Events focus groups social media email your readers live streaming masterminds
  21. 21. Identify the change You want to see in your readers
  22. 22. Great blogs leave a Mark on their readers
  23. 23. where are they when they arrive? where will they be when they leave? EXERCISE
  24. 24. Auto Mode Creative control EXERCISE
  25. 25. who will your reader become?
  26. 26. 3
  27. 27. 33 Phases of creating Great Content
  28. 28. My old approach to content 1. Sit down 2. Write a post 3. Publish the post
  29. 29. 1. Thoughtless 2. Sporadic 3. No momentum My old approach to content
  30. 30. Great blogs Take their readers on a journeyThey are Thoughtful, Consistent and Build Momentum
  31. 31. 1. Idea Generation 2. Content Creation 3. Content Completion Be intentional with….
  32. 32. Make appointments with yourself
  33. 33. 4
  34. 34. 4Generating ideas
  35. 35. Aperture Shutter Speed ISO composition holding a camera lighting manual mode confidence Auto Mode Creative control EXERCISE
  36. 36. Cornerstone Content
  37. 37. 6 quick Tips on Generating Ideas Keep a record of questions & problems Set ‘Idea traps’ like surveys, polls & Social Monitor social Media & blog comments Watch other blogs, forums & youtube Find a Brainstorming Buddy extend, update and repurpose your archives
  38. 38. 5
  39. 39. 5Creating content
  40. 40. 5 quick Tips on creating content
  41. 41. 1. Write to your avatar 5 quick Tips on creating content
  42. 42. 2. consider a post template michaelhyatt.com/anatomy-of-an-effective-blog-post.htmlvia: 5 quick Tips on creating content
  43. 43. 3. batch write5 quick Tips on creating content
  44. 44. 4. set deadlines 5 quick Tips on creating content
  45. 45. 5. consume great content5 quick Tips on creating content
  46. 46. 6
  47. 47. 6completing content
  48. 48. 4 quick Tips on completing content
  49. 49. 1. get help [if you can] 4 quick Tips on completing content
  50. 50. 2. read it out loud 4 quick Tips on completing content
  51. 51. 3. Polish it! add pictures, diagrams or charts craft your title work on your opening line Pay attention to formatting use headings & subheadings 4 quick Tips on completing content
  52. 52. 4. add depth use examples add an analogy, story or metaphor add your opinion suggest further reading add quotes or a mini-interview suggest an exercise or homework 4 quick Tips on completing content embed Something
  53. 53. Make the most of Embeddable Content videos (youtube) slides (slideshare) instagram Pics and Videos Facebook posts, videos images (Facebook) Live or replays of Live-streaming (Periscope/blab) audio Files (anchor) Cartoons (andertoons) Tweets (Twitter) Slideshows (Flickr) Infographics (infogr.am) bookmarks (pinterest) Animated GIFs (giphy) Polls/quizzes (qzzr) google Maps/Earth Mindmaps (mindmeister) Google Docs/forms/pdfs podcast Players
  54. 54. 7
  55. 55. 7Mix Up Your Content
  56. 56. Inform inspire interact
  57. 57. Guides, How-To, Tips/Tutorials FAQs Stories Research and Results Jargon Busters Case Studies Resource Lists Humor Interviews List Posts Discussion/Debate posts Formats of Content to Try
  58. 58. Blog Posts Visual Content Infographics Cheat Sheets Podcasts Live Streaming Video Webinars Slideshare Embedded Social Media Content Try different mediums
  59. 59. Different Content for different purposes Know Like Trust
  60. 60. Know Like Trust Different Content for different purposes
  61. 61. Different Content for different purposes Know Like Trust
  62. 62. Different Content for different purposes Know Like Trust
  63. 63. Different Content for different purposes Know Like Trust
  64. 64. Know Like Trust Buy Different Content for different purposes
  65. 65. Know Like Trust Buy Different Content for different purposes Blog: 5% Email: 90% Social: 5%
  66. 66. so… Use your content to get people on your list Blog/Podcast Wide Opt-in Email Sequence Category Wide Opt-in Email Sequence Smarter
  67. 67. Content Post or Category Specific Opt-in Email Sequence What the cool kids are doing amy porterfield offered a free PDF of articles
  68. 68. Razor Social offers a PDF version of blog posts Content Post or Category Specific Opt-in Email Sequence
  69. 69. Content Post or Category Specific Opt-in Email Sequence screw the nine to five offer checklists and swipe files
  70. 70. 8
  71. 71. 8Create Content Events
  72. 72. build reader engagement & community generates traffic builds momentum and stickiness highlights social proof grows brand awareness demonstrates leadership unlocks monetisation strategy (products & sponsorship) helps you understand your readership can give motivation and framework for creating content Benefits of Content Events
  73. 73. Vanessa Rowse styleandshenanigans.com
  74. 74. Christina Butcher HairRomance.com 30 Braids in 30 Days
  75. 75. don’t bite off more than you can chew - start small you do need some readers/engagement first participate in other people’s challenges make it related to your niche/demographic/fight make it regular - create a rhythm give readers something to DO make it social, shareable and interactive (hashtag it!) make it visual give readers a way to connect, join or sign up tips for running a Content Event
  76. 76. 9
  77. 77. 9Differentiate Yourself
  78. 78. Differentiating Yourself is one of the most important elements of successful content marketing
  79. 79. Choose a unique Topic 7 quick ways to stand Out
  80. 80. First! [early]
  81. 81. Combined separate topics shoeblogs.com
  82. 82. Jumping on a Trend simplegreensmoothies.com ProBlogger.com
  83. 83. Emerging Sub Niche sociallysorted.com ProBlogger.com
  84. 84. Choose a unique Topic Serve an ignored demographic 7 quick ways to stand Out
  85. 85. Serving An Ignored Demographic nerdfitness.com
  86. 86. Choose a unique Topic Serve an ignored demographic Use a different format or Medium 7 quick ways to stand Out
  87. 87. Changed the Format theverge.com ProBlogger.com
  88. 88. Changed the Medium isocialfanz.com ProBlogger.com
  89. 89. Choose a unique Topic Serve an ignored demographic Use a different format or Medium 7 quick ways to stand OutPublish at a different Pace ProBlogger.com
  90. 90. Publish at a Faster Pace eofire.com
  91. 91. Published at a Slower Pace doshdosh.comPreviously at
  92. 92. Choose a unique Topic Serve an ignored demographic Use a different format or Medium Write for a different level of expertise 7 quick ways to stand OutPublish at a different Pace ProBlogger.com
  93. 93. Serving Beginners digital-photography- school.com ProBlogger.com
  94. 94. Choose a unique Topic Serve an ignored demographic Use a different format or Medium Write for a different level of expertise Refine your Voice 7 quick ways to stand OutPublish at a different Pace
  95. 95. Professor CelebrityJournalistProphetArtist Voices Content Creators Can Assume Companion CuratorReviewerEntertainerMentor Story teller ??? Thought Leader TeacherGuide 1st 5 from JeffGoins.com
  96. 96. 10
  97. 97. 10Keep Moving
  98. 98. Take Imperfect ActionJadah Sellner

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