A Beginner's Guide to Content Marketing With a List of DIY Tools, Content Development Methodologies For Marketers Looking to Make Their Audience Fall In Love With Them.

3. SOCIAL CHANNELS PUBLICATIONS ANALYSE TRENDS
• Google Insights
• Social Bakers
• Spike Tool
• HBR
• Forbes
• Economist
• Top Blogs/ Websites
in Your Industry
• Facebook
• Twitter, Google+
• Linkedin
• Quora
• Slideshare
• Visual.ly

5. SOCIAL NEWS DISCOVERY
PLATFORMS
• Muckrack (Paid)
• Digg

6. AGGREGATION PLATFORMS
1.
2.
3.
4.
Follow Sources
Integrate Social Accounts
Sit Back & Read
Collect Relevant Content
(by Adding to Pocket on Feedly
or Flipping into your
Personal Flipboard Magazine)
• Feedly
• Flipboard

8. Characteristics of a Document
Exhaustive
Characteristics of a Presentation
Cinematic story
Topical structure Dramatic structure
Informative Transformative
Analytical process Creative process
Visually dense Visually sparse
Intended to be read Intended to be heard
Self-guided Presenter-guided

9. Characteristics of a Slidedoc
Explanatory Slidedoc
Neither dense documents nor sparse
slides contain the right balance of detail
and scanability to be used as a pre-read
or handout. Slidedocs combine the
strengths of documents and
presentations while minimizing their
weaknesses.
Modular structure
Educational
Visual thinking process
Tight visual-to-prose ratio
Understood quickly

10. 1. Do people need to hear your message directly from
you? If so, you should deliver a presentation.
2. Does the subject matter require a lot of detail to
understand? If so, a slidedoc could be your best bet.
The table to the right serves as a guide to help you
decide where some internal and external
communications may fall on the spectrum.

11. ATTRACTION
Why should I listen?
RETENTION
Ok, I’m Listening Now
AUTHORITY
Why Should I Believe You?
• Research Studies
• Whitepapers
• Blogs
• POV
• Case Studies
• Email Newsletters
• Snackable Social Content
• Webinars
• Podcasts
• eBooks/How to Guides
• Interactive Tools/Demos
• Presentations
• Infographics
• Videos

12. ATTRACTION RETENTION AUTHORITY
• Research Studies
• Whitepapers
• Blogs
• POV
• Case Studies
• Email Newsletters
• Webinars
• Podcasts
• Interactive Tools/Demos
• eBooks/How to Guides
• Presentations
• Infographics
• Videos

13. ATTRACTION RETENTION AUTHORITY
THE QUEEN TOTALLY UNAWARE OF THE EXISTENCE OF HER KING,
WHILE HE TRUMPETS ABOUT HIMSELF!
• Research Studies
• Whitepapers
• Blogs
• POV
• Case Studies
• Email Newsletters
• Webinars
• Podcasts
• Interactive Tools/Demos
• eBooks/How to Guides
• Presentations
• Infographics
• Videos

15. SHAREABLESEARCHABLE SNACKABLE
• Every time you create an
article, infographic, blog, or
video, ask yourself if
someone would find it
interesting enough to share
— and if the answer is no,
start again.
• The average adult attention
span is less than 8 seconds
today.
• People will consume long-
form content from time to
time. But you want to keep
them coming back for their
daily “snacks” of information.
• With more than 100 billion
global searches on Google
every month, you have to
build search optimization into
your writing – from the start,
not as an afterthought.

16. A strong title will entice your audience to read the rest of the text on your slide. Clear copy,
however, will make sure they fully absorb your message.
• For more writing pointers, check out William Zinsser’s
text feature is
offer the speech-
“When a sentence becomes stronger,
it usually becomes shorter. Thus, brevity is
a by-product of vigor.”
–Strunk & White, Elements of Style
• Changing your copy from passive to active voice most
often means putting your subject at the beginning of
your sentence and having it perform an action.
• Keep it short and to the point.
classic, “On Writing Well”.
Passive Voice Active Voice
The new version We developed the
of our product new version of
was developed in our product in 9
9 months. months.
The speech-to-
Both products
available on both
products. to-text feature.

17. can identify things as either
perspective.
the similarities and
Use analogies:
People respond when they
similar or different from their
Using analogies to compare
differences aids
understanding.
Cite examples:
Show readers examples of
times when others in a
similar situation made a
decision to align with your
perspective and had a
successful outcome.
Case studies and proof help
people through their
decision process.
Make benefits explicit:
Before a reader will get on
board with what you’re
proposing, they need to see
what’s in it for them.
Make it clear what reward
they will receive if they take
the risk of aligning with you.
Use emotional appeal:
Business copy tends to be
cold and factual. But
decisionsare made before
they are rationalized.
Incorporate emotive visuals,
shocking statistics, and
stories that create an
emotional response in the
reader.

18. People will only share your content when
•
•
•
•
it makes them look smart (extremely informative)
they find it extremely useful
it makes them unique (great design, unique POV)
its entertaining (and people would love them!)
Ahem, don’t ask me why I am sharing this presentation now!

19. BEFORE
Studying the sun could be a visually arresting
experience, but this document is dull and
dense, which can be intimidating.
As a result, its dull nature may affect the
comprehension of the subject matter.
Chunking the text by topic and displaying it in
a visually interesting way can entice students
to dive in.

20. AFTER
Believe it or not, this is the same material
as the “before” example on the previous
page. It’s colorful and broken into smaller,
more digestible chunks of information.

23. 1 DESIGN INSPIRATION 2 COLOUR PALETTE 3 FREE IMAGES/
VECTOR ICONSGENERATOR/EXTRACTOR
4 5 DESIGN TOOLS FOR
ALL FORMATS
6PRESENTATION
DESIGN
VIDEO CREATION
Canva• HaikuDeck
• Canva
• Powtoon
• Adobe Voice
(With Images
and
narratives)
• Noun Project
• Compfight
• Adobe Kuler
• Colorpic
• Behance
• Slideshare
• Visual.ly

24. 1 DESIGN INSPIRATION
• Behance
• Slideshare
• Visual.ly

25. 2 COLOR PALETTE GENERATOR/ EXTRACTOR
COLORFUL
DARK
DEEP
• Adobe Kuler
• Colorpic

26. 3 FREE IMAGES/VECTOR ICONS
• Noun Project
• Compfight
• Photorack

27. 4 PRESENTATION
DESIGN
• HaikuDeck
• Canva

28. 5 DESIGN FOR ALL
FORMATS
Canva
(Posters,
Infographics,
Fb/Twitter
Covers,
Email etc)

29. 6 VIDEO CREATION
• Powtoon
• Adobe Voice
• VideoScribe

31. High
THIRD PARTY
SOCIAL
• Linkedin
OWNED
Low
High Degree of Control Low
DegreeofInfluence
• Website/Microsite
• Webinar
• Email List
• Mobile App
• Facebook
• Twitter
• Google+
• Youtube
• Slideshare
• Syndicated Publications
- CIO, HBR
- Forbes,
- Information Week
- Economist
• Influencer Outreach
• Digital PR

32. High
THIRD PARTY
SOCIAL
• Linkedin
OWNED
STEP 1 – BUILD YOUR HOME
Low
High
Degree of Control Low
DegreeofInfluence
• Website/Microsite
• Webinar
• Email List
• Mobile App
• Facebook
• Twitter
• Google+
• Youtube
• Slideshare
• Syndicated Publications
- CIO, HBR
- Forbes,
- Information Week
- Economist
• Influencer Outreach
• Digital PR

33. High
THIRD PARTY
SOCIAL
• Linkedin
OWNED
STEP 2 -
INVITE OTHERS TO
YOUR HOUSE PARTY
Low
High Degree of Control Low
DegreeofInfluence
• Website/Microsite
• Webinar
• Email List
• Mobile App
• Facebook
• Twitter
• Google+
• Youtube
• Slideshare
• Syndicated Publications
- CIO, HBR
- Forbes,
- Information Week
- Economist
• Influencer Outreach
• Digital PR

34. High
THIRD PARTY
SOCIAL
• Linkedin
OWNED
STEP 3 – HELP THE OTHERS VOUCH
FOR HOW GREAT YOUR PARTY WAS!
Low
High Degree of Control Low
DegreeofInfluence
• Website/Microsite
• Webinar
• Email List
• Mobile App
• Facebook
• Twitter
• Google+
• Youtube
• Slideshare
• Syndicated Publications
- CIO, HBR
- Forbes,
- Information Week
- Economist
• Influencer Outreach
• Digital PR

36. SOCIALOWNED EARNED
• No. of Mentions
• No. of Followers
• Reshares
• Leads (Slideshare)
• % Traffic to Website from
Social Channels
• Bounce Rate
• Time on Site
• % Returning Visitors
• Open Rate
• No. of Downloads
• Leads
• Influencer Outreach
• Digital PR

37. Advocacy Loop
DISTRIBUTION
CHANNELS
METRICSFORMATS
AWARENESS
ENGAGEMENT
Engagement Rate
CONVERSION
ADVOCACY
Mentions
No. of
Influencer/Publication
Analyst Reports, Media
Connection
PR Stories, Analyst
Recommendations
No. of LeadsWebsite, Microsites,
Slideshare, Community
Research Studies,
Whitepapers, POVs, Case
Studies, Guides
Open Rates, %
Returning Visitors,Email, Social Channels,
(LinkedIn) Communities
Email Social, Webinars,
Podcasts, Blogs
eBooks/How to Guides,
Demos, Presentations,
Infographics, Short Videos
EFFORT
30%
20%
20%
30%
Bounce Rate, No. of
Followers/Downloads,
Reshares
SEO/Paid Search, Social,
Native Ads,
Online PR

38. 