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SEJ Summit 2015: Engaging Content Marketing for 'Boring' Industries by Mindy Weinstein
The document emphasizes the importance of developing real-life stories, finding inspiration, and focusing on practical and personal content in communication. Stories can resonate deeply with audiences and make even dull topics interesting by illustrating successes and relatable experiences. Techniques such as identifying potential content topics and personalizing advice can enhance engagement and relatability.
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SEJ Summit 2015: Engaging Content Marketing for 'Boring' Industries by Mindy Weinstein
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- 2. • Director ofTraining at Bruce Clay, Inc. • Published author • Former business professor #SEJSummit #Searchmetrics
- 3. 3Takeaways Develop real-life storiesKeep your eyes open for inspiration Focus on being practical and personal #SEJSummit #Searchmetrics
- 4. WhenyourSubjectMatteris is dull asa doorknob... Whatdoyoudo? #SEJSummit #Searchmetrics
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- 6. Develop Real-Life Stories Whenrats invade your car, what do you do? #SEJSummit #Searchmetrics
- 7. Develop Real-Life Stories “Whyare stories so valuable? One reason is that a story exerts a power beyond the obvious. The whole is so much greater than the sum of the parts—the facts, the events, the context—that a story creates a deep resonance.” – Think Like a Freak #SEJSummit #Searchmetrics
- 8. Develop Real-Life Stories •Stories allow us to put ourselves in the character’s shoes • As the reader, we start to project ourselves onto the character: • “Yes! That is what I would have done” • “That’s how I felt too” #SEJSummit #Searchmetrics
- 9. • People becomeinterested when they are in need and want to know how you have helped others like them • When you all of a sudden have a problem, you start to notice possible solutions all around you • A once boring topic is no longer that boring to you Develop Real-Life Stories #SEJSummit #Searchmetrics
- 10. • Develop storiesthat address: • How people have used the product or service • The types of successes your customers or clients have had • Take testimonials a step further by painting the entire picture for the reader Develop Real-Life Stories #SEJSummit #Searchmetrics
- 11. Develop Real-Life Stories WhyLED billboards are the right choice for your organization. #SEJSummit #Searchmetrics
- 12. Develop Real-Life Stories Fromour families to yours. #SEJSummit #Searchmetrics
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- 14. Keep Your EyesOpen for Inspiration • It is often difficult to sit down at your computer and try to determine what to write. • Prepare ahead of time by storing a file on your desk that is labeled “Content Topics” • Say goodbye to writer’s block #SEJSummit #Searchmetrics
- 15. • Behave likea critical thinker • Reexamine every article or book you read and story you hear—is there some type of angle or insight you could provide your target audience? • Reshape concepts and ideas into something new by asking yourself, “How can I translate this information into something useful for my audience? Keep Your Eyes Open for Inspiration #SEJSummit #Searchmetrics
- 16. • Harness yourinner news reporter • Always be looking for something new that would relate to your audience • Some of the questions you should ask: • What are other companies saying? • Is there an event or holiday that I can tie to this topic? • What can I say that is different? Keep Your Eyes Open for Inspiration #SEJSummit #Searchmetrics
- 17. Personal Finance =Often boring Budgets + Calories = Something interesting Keep Your Eyes Open for Inspiration #SEJSummit #Searchmetrics
- 18. Will it blend? KeepYour Eyes Open for Inspiration #SEJSummit #Searchmetrics
- 19. • Sources ofinspiration: • News publications • Magazines • Social networks • Comments on your existing blog posts or articles • Junk mail (yes, even junk mail can be inspirational) • Anything can inspire you Keep Your Eyes Open for Inspiration #SEJSummit #Searchmetrics
- 20. • Even moresources of inspiration: • Google Trends: http://www.google.com/trends/ • Google Alerts: https://www.google.com/alerts • BuzzFeed: http://www.buzzfeed.com/ • Buzzsumo: http://buzzsumo.com/ • Addict-o-matic: http://addictomatic.com/ Keep Your Eyes Open for Inspiration #SEJSummit #Searchmetrics
- 21. • Great tool,if you want to store articles and read them later: Pocket: https://getpocket.com/ Keep Your Eyes Open for Inspiration #SEJSummit #Searchmetrics
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- 23. FOCUS ON BEINGPRACTICAL & PERSONAL And once the advice became practical and personal, it became memorable. – The Tipping Point #SEJSummit #Searchmetrics
- 24. FOCUS ON BEINGPRACTICAL & PERSONAL • You have to include points in your content that makes it personal, but also practical to the reader • You don’t have to provide an avalanche of new information—you might only need a change in how you are presenting your message (boring or not) #SEJSummit #Searchmetrics
- 25. FOCUS ON BEINGPRACTICAL & PERSONAL No bags or filters to buy. No extra costs. #SEJSummit #Searchmetrics
- 26. • What concernsdoes the reader have and how can you make it simple to get help? • Consider the types of questions your customers or clients ask and the worries they face—those are potential topics FOCUS ON BEING PRACTICAL & PERSONAL #SEJSummit #Searchmetrics
- 27. FOCUS ON BEINGPRACTICAL & PERSONAL Embarrassing question? No problem. #SEJSummit #Searchmetrics
- 28. FOCUS ON BEINGPRACTICAL & PERSONAL When you are in a car accident, you will be looking for advice. #SEJSummit #Searchmetrics
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- 31. 3Takeaways Develop real-life storiesKeep your eyes open for inspiration Focus on being practical and personal #SEJSummit #Searchmetrics
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