SlideShare a Scribd company logo
How	
  mining	
  your	
  knowledge	
  
helps	
  you	
  write	
  be5er	
  online	
  
content
Wednesday, 27 March 2013
Too	
  many	
  ideas
No	
  ideas
Don’t	
  want	
  to	
  leave	
  things	
  out
Want	
  to	
  sound	
  credible
Need	
  to	
  drive	
  traffic	
  
Wednesday, 27 March 2013
What	
  if	
  you	
  could	
  have	
  a	
  sure	
  fire	
  
method	
  to	
  ensure	
  your	
  online	
  
content	
  punches	
  above	
  it’s	
  
weight
Wednesday, 27 March 2013
Punch	
  above	
  your	
  weight
Wednesday, 27 March 2013
Agenda
• How	
  mining	
  your	
  knowledge	
  helps	
  
you	
  write	
  be9er	
  online	
  content
• 40	
  minute	
  presenta<on
• Slides	
  by	
  email
• Informal	
  session
Wednesday, 27 March 2013
What	
  we’ll	
  cover
1. Who,	
  what,	
  why	
  of	
  ar<cle	
  marke<ng
2. Topics	
  and	
  angles
3. Exercises	
  (a	
  quick	
  workout)
Wednesday, 27 March 2013
Who,	
  what,	
  why	
  of	
  ar?cle	
  
marke?ng
Wednesday, 27 March 2013
Ideas
Connec<ons
Systems
Wednesday, 27 March 2013
Where	
  do	
  you	
  find	
  ar?cles	
  
online?
Wednesday, 27 March 2013
business	
  websites blogs academic	
  sites
case	
  studies
forums
white	
  papers
podcasts e-­‐guides syndica<on	
  sites
online	
  magazines
news	
  sites
white	
  papers
Wednesday, 27 March 2013
Wednesday, 27 March 2013
Who	
  writes	
  ar?cles?
Wednesday, 27 March 2013
Wednesday, 27 March 2013
Why	
  write	
  ar<cles?
Wednesday, 27 March 2013
Wednesday, 27 March 2013
Wednesday, 27 March 2013
Biggest	
  challenge?
Finding	
  topics	
  and	
  angles
Wednesday, 27 March 2013
Splashing	
  around	
  in	
  the	
  shallows
Wednesday, 27 March 2013
Dive	
  deep	
  into	
  your	
  subject
Wednesday, 27 March 2013
3	
  formats	
  to	
  make	
  your	
  ar<cles	
  more	
  diges<ble
Join	
  my	
  list	
  today	
  	
  and	
  get	
  this	
  free	
  ar<cle	
  sent	
  to	
  
your	
  inbox	
  plus	
  regular	
  ar<cles	
  and	
  updates	
  about	
  
email	
  marke<ng	
  workshops	
  and	
  products	
  for	
  rural	
  
businesses
Wednesday, 27 March 2013
How	
  do	
  you	
  search	
  online?
Wednesday, 27 March 2013
How	
  to	
  do	
  email	
  marke<ng
• How	
  do	
  I	
  make	
  an	
  HTML	
  email?
• How	
  do	
  I	
  put	
  a	
  voucher	
  in	
  an	
  HTML	
  
email?
• How	
  do	
  I	
  add	
  a	
  link	
  to	
  a	
  voucher	
  in	
  
an	
  email	
  voucher
Wednesday, 27 March 2013
Process	
  of	
  drilling	
  down
Topic
Brainstorm	
  subtopics
Pick	
  one
Add	
  specific	
  (place)
Add	
  specific	
  (people)
Add	
  specific	
  (<me)
Add	
  specific
Add	
  curiosity	
  (why	
  &	
  how)
Wednesday, 27 March 2013
Example	
  1:	
  copywri<ng
• Topic;	
  copywri<ng
• Subtopics:	
  
• Call	
  to	
  ac(on	
  
• Headlines
• Connectors
• Weasel	
  words
• Making	
  the	
  offer
• Adding	
  curiosity	
  
• Add	
  specifics
• Call	
  to	
  ac<on	
  in	
  emails
• Call	
  to	
  ac<on	
  in	
  event	
  promo<on	
  emails
• Improve	
  response	
  rate	
  of	
  call	
  to	
  ac<on	
  in	
  event	
  
promo<on	
  emails
• How	
  a	
  two	
  stage	
  call	
  to	
  ac<on	
  improves	
  response	
  rates	
  
Wednesday, 27 March 2013
Example	
  1:	
  women’s	
  equality
• Subtopics:	
  
• Pay
• Domes<c	
  chores
• Shoes
• Add	
  specifics
• Shoe	
  shapes
• Shoe	
  shapes	
  for	
  women	
  with	
  large	
  feet
• Shape	
  of	
  high-­‐heeled	
  shoes	
  for	
  women	
  
with	
  large	
  feet
Wednesday, 27 March 2013
Example	
  3:	
  smallholding
• Topic;	
  smallholding
• Subtopics:	
  
• buying
• Running	
  a	
  smallholding
• Breeds	
  for	
  smallholders
• Selling	
  produce
• Diversifying	
  income
Sub-­‐sub	
  topics
Running	
  a	
  smallholding	
  on	
  a	
  shoe	
  string
• Add	
  specifics
Running	
  a	
  Welsh	
  	
  smallholding	
  on	
  a	
  shoe	
  string
• Running	
  a	
  2	
  acre	
  Welsh	
  smallholding	
  on	
  a	
  shoestring
• Making	
  10K	
  profit	
  from	
  a	
  12	
  acre	
  Welsh	
  smallholding
• How	
  to	
  make	
  10K	
  profit	
  from	
  a	
  12	
  acre	
  Welsh	
  
Wednesday, 27 March 2013
Ar<cle	
  headlines	
  and	
  topics
Wednesday, 27 March 2013
Your	
  turn
Wednesday, 27 March 2013
Process	
  of	
  drilling	
  down
Topic
Brainstorm	
  subtopics
Pick	
  one
Add	
  specific	
  (place)
Add	
  specific	
  (people)
Add	
  specific	
  (<me)
Add	
  specific
Add	
  curiosity	
  (why	
  &	
  how)
Wednesday, 27 March 2013
What	
  we	
  covered
1. Who,	
  what,	
  why	
  of	
  ar<cle	
  marke<ng
2. Topics	
  and	
  angles
3. Exercises	
  (a	
  quick	
  workout)
Wednesday, 27 March 2013
Follow	
  me	
  @JulietFay
Wednesday, 27 March 2013

More Related Content

Similar to Juliet fay How drilling down through your knowledge helps you write better content

Become a Better Data Analyst with Tableau - Charlotte TUG
Become a Better Data Analyst with Tableau - Charlotte TUGBecome a Better Data Analyst with Tableau - Charlotte TUG
Become a Better Data Analyst with Tableau - Charlotte TUG
Sarah Bartlett
 
Office groups intro slides
Office groups intro slidesOffice groups intro slides
Office groups intro slides
spsnyc
 
Become a Better Data Analyst with Tableau - Accra TUG
Become a Better Data Analyst with Tableau - Accra TUGBecome a Better Data Analyst with Tableau - Accra TUG
Become a Better Data Analyst with Tableau - Accra TUG
Sarah Bartlett
 
Wordpress for Business
Wordpress for BusinessWordpress for Business
Wordpress for Business
Andrew Marks
 
SEO Basics in a Google+ World
SEO Basics in a Google+ WorldSEO Basics in a Google+ World
SEO Basics in a Google+ WorldKathryn McGeehan
 
Stanford Design Thinking: prototype online community study coach
Stanford Design Thinking: prototype online community study coachStanford Design Thinking: prototype online community study coach
Stanford Design Thinking: prototype online community study coach
lisdavis
 
Weboptimization Cycle
Weboptimization CycleWeboptimization Cycle
Weboptimization Cycle
Ole Gregersen
 
Inbound Marketing for Schools - Brendan Schneider (SchneiderB.com)
Inbound Marketing for Schools - Brendan Schneider (SchneiderB.com)Inbound Marketing for Schools - Brendan Schneider (SchneiderB.com)
Inbound Marketing for Schools - Brendan Schneider (SchneiderB.com)
Brendan Schneider
 
Designer As Founder: Class One Intro to Lean Startup & Business Model Generation
Designer As Founder: Class One Intro to Lean Startup & Business Model GenerationDesigner As Founder: Class One Intro to Lean Startup & Business Model Generation
Designer As Founder: Class One Intro to Lean Startup & Business Model Generation
Christina Wodtke
 
Tips to Become a Better Data Analyst - Data+Women Germany
Tips to Become a Better Data Analyst - Data+Women GermanyTips to Become a Better Data Analyst - Data+Women Germany
Tips to Become a Better Data Analyst - Data+Women Germany
Sarah Bartlett
 
Sales and Service - Two Sides of the Same Coin (IHRSA 2013)
Sales and Service - Two Sides of the Same Coin (IHRSA 2013)Sales and Service - Two Sides of the Same Coin (IHRSA 2013)
Sales and Service - Two Sides of the Same Coin (IHRSA 2013)
Justin Cates
 
The How & Why Of Small Business Blogging
The How & Why Of Small Business BloggingThe How & Why Of Small Business Blogging
The How & Why Of Small Business Blogging
Claire Brotherton
 
How Content can Kick Start your Professional Referrals
How Content can Kick Start your Professional ReferralsHow Content can Kick Start your Professional Referrals
How Content can Kick Start your Professional Referrals
Ahava Leibtag
 
Screw Link Building - It is Called Relationship Building - On a Budget
Screw Link Building - It is Called Relationship Building - On a BudgetScrew Link Building - It is Called Relationship Building - On a Budget
Screw Link Building - It is Called Relationship Building - On a Budget
J Turnbull
 
Become a Better Data Analyst with Tableau - DenmarkTUG
Become a Better Data Analyst with Tableau - DenmarkTUGBecome a Better Data Analyst with Tableau - DenmarkTUG
Become a Better Data Analyst with Tableau - DenmarkTUG
Sarah Bartlett
 
Get Involved!
Get Involved!Get Involved!
Get Involved!
Ed Leighton-Dick
 
A Day in the Life of a Scrum Master
A Day in the Life of a Scrum MasterA Day in the Life of a Scrum Master
A Day in the Life of a Scrum Master
Linda Podder
 
Silicon Halton Meetup 42 - post event deck
Silicon Halton Meetup 42 - post event deckSilicon Halton Meetup 42 - post event deck
Silicon Halton Meetup 42 - post event deck
Silicon Halton
 
Are You Blogging Effectively?
Are You Blogging Effectively?Are You Blogging Effectively?
Are You Blogging Effectively?
2Stallions Digital Agency
 

Similar to Juliet fay How drilling down through your knowledge helps you write better content (20)

Become a Better Data Analyst with Tableau - Charlotte TUG
Become a Better Data Analyst with Tableau - Charlotte TUGBecome a Better Data Analyst with Tableau - Charlotte TUG
Become a Better Data Analyst with Tableau - Charlotte TUG
 
Office groups intro slides
Office groups intro slidesOffice groups intro slides
Office groups intro slides
 
Become a Better Data Analyst with Tableau - Accra TUG
Become a Better Data Analyst with Tableau - Accra TUGBecome a Better Data Analyst with Tableau - Accra TUG
Become a Better Data Analyst with Tableau - Accra TUG
 
Wordpress for Business
Wordpress for BusinessWordpress for Business
Wordpress for Business
 
SEO Basics in a Google+ World
SEO Basics in a Google+ WorldSEO Basics in a Google+ World
SEO Basics in a Google+ World
 
Stanford Design Thinking: prototype online community study coach
Stanford Design Thinking: prototype online community study coachStanford Design Thinking: prototype online community study coach
Stanford Design Thinking: prototype online community study coach
 
Weboptimization Cycle
Weboptimization CycleWeboptimization Cycle
Weboptimization Cycle
 
Inbound Marketing for Schools - Brendan Schneider (SchneiderB.com)
Inbound Marketing for Schools - Brendan Schneider (SchneiderB.com)Inbound Marketing for Schools - Brendan Schneider (SchneiderB.com)
Inbound Marketing for Schools - Brendan Schneider (SchneiderB.com)
 
Designer As Founder: Class One Intro to Lean Startup & Business Model Generation
Designer As Founder: Class One Intro to Lean Startup & Business Model GenerationDesigner As Founder: Class One Intro to Lean Startup & Business Model Generation
Designer As Founder: Class One Intro to Lean Startup & Business Model Generation
 
Mac 273 week 1 2013
Mac 273 week 1 2013Mac 273 week 1 2013
Mac 273 week 1 2013
 
Tips to Become a Better Data Analyst - Data+Women Germany
Tips to Become a Better Data Analyst - Data+Women GermanyTips to Become a Better Data Analyst - Data+Women Germany
Tips to Become a Better Data Analyst - Data+Women Germany
 
Sales and Service - Two Sides of the Same Coin (IHRSA 2013)
Sales and Service - Two Sides of the Same Coin (IHRSA 2013)Sales and Service - Two Sides of the Same Coin (IHRSA 2013)
Sales and Service - Two Sides of the Same Coin (IHRSA 2013)
 
The How & Why Of Small Business Blogging
The How & Why Of Small Business BloggingThe How & Why Of Small Business Blogging
The How & Why Of Small Business Blogging
 
How Content can Kick Start your Professional Referrals
How Content can Kick Start your Professional ReferralsHow Content can Kick Start your Professional Referrals
How Content can Kick Start your Professional Referrals
 
Screw Link Building - It is Called Relationship Building - On a Budget
Screw Link Building - It is Called Relationship Building - On a BudgetScrew Link Building - It is Called Relationship Building - On a Budget
Screw Link Building - It is Called Relationship Building - On a Budget
 
Become a Better Data Analyst with Tableau - DenmarkTUG
Become a Better Data Analyst with Tableau - DenmarkTUGBecome a Better Data Analyst with Tableau - DenmarkTUG
Become a Better Data Analyst with Tableau - DenmarkTUG
 
Get Involved!
Get Involved!Get Involved!
Get Involved!
 
A Day in the Life of a Scrum Master
A Day in the Life of a Scrum MasterA Day in the Life of a Scrum Master
A Day in the Life of a Scrum Master
 
Silicon Halton Meetup 42 - post event deck
Silicon Halton Meetup 42 - post event deckSilicon Halton Meetup 42 - post event deck
Silicon Halton Meetup 42 - post event deck
 
Are You Blogging Effectively?
Are You Blogging Effectively?Are You Blogging Effectively?
Are You Blogging Effectively?
 

Recently uploaded

Introduction to Quality Improvement Essentials
Introduction to Quality Improvement EssentialsIntroduction to Quality Improvement Essentials
Introduction to Quality Improvement Essentials
Excellence Foundation for South Sudan
 
Template Jadual Bertugas Kelas (Boleh Edit)
Template Jadual Bertugas Kelas (Boleh Edit)Template Jadual Bertugas Kelas (Boleh Edit)
Template Jadual Bertugas Kelas (Boleh Edit)
rosedainty
 
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
Nguyen Thanh Tu Collection
 
Unit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdfUnit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdf
Thiyagu K
 
Sectors of the Indian Economy - Class 10 Study Notes pdf
Sectors of the Indian Economy - Class 10 Study Notes pdfSectors of the Indian Economy - Class 10 Study Notes pdf
Sectors of the Indian Economy - Class 10 Study Notes pdf
Vivekanand Anglo Vedic Academy
 
Thesis Statement for students diagnonsed withADHD.ppt
Thesis Statement for students diagnonsed withADHD.pptThesis Statement for students diagnonsed withADHD.ppt
Thesis Statement for students diagnonsed withADHD.ppt
EverAndrsGuerraGuerr
 
Polish students' mobility in the Czech Republic
Polish students' mobility in the Czech RepublicPolish students' mobility in the Czech Republic
Polish students' mobility in the Czech Republic
Anna Sz.
 
How libraries can support authors with open access requirements for UKRI fund...
How libraries can support authors with open access requirements for UKRI fund...How libraries can support authors with open access requirements for UKRI fund...
How libraries can support authors with open access requirements for UKRI fund...
Jisc
 
Supporting (UKRI) OA monographs at Salford.pptx
Supporting (UKRI) OA monographs at Salford.pptxSupporting (UKRI) OA monographs at Salford.pptx
Supporting (UKRI) OA monographs at Salford.pptx
Jisc
 
2024.06.01 Introducing a competency framework for languag learning materials ...
2024.06.01 Introducing a competency framework for languag learning materials ...2024.06.01 Introducing a competency framework for languag learning materials ...
2024.06.01 Introducing a competency framework for languag learning materials ...
Sandy Millin
 
The approach at University of Liverpool.pptx
The approach at University of Liverpool.pptxThe approach at University of Liverpool.pptx
The approach at University of Liverpool.pptx
Jisc
 
Digital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and ResearchDigital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and Research
Vikramjit Singh
 
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
MysoreMuleSoftMeetup
 
How to Create Map Views in the Odoo 17 ERP
How to Create Map Views in the Odoo 17 ERPHow to Create Map Views in the Odoo 17 ERP
How to Create Map Views in the Odoo 17 ERP
Celine George
 
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER  FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...TESDA TM1 REVIEWER  FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
EugeneSaldivar
 
The French Revolution Class 9 Study Material pdf free download
The French Revolution Class 9 Study Material pdf free downloadThe French Revolution Class 9 Study Material pdf free download
The French Revolution Class 9 Study Material pdf free download
Vivekanand Anglo Vedic Academy
 
Basic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumersBasic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumers
PedroFerreira53928
 
1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx
JosvitaDsouza2
 
Cambridge International AS A Level Biology Coursebook - EBook (MaryFosbery J...
Cambridge International AS  A Level Biology Coursebook - EBook (MaryFosbery J...Cambridge International AS  A Level Biology Coursebook - EBook (MaryFosbery J...
Cambridge International AS A Level Biology Coursebook - EBook (MaryFosbery J...
AzmatAli747758
 
Fish and Chips - have they had their chips
Fish and Chips - have they had their chipsFish and Chips - have they had their chips
Fish and Chips - have they had their chips
GeoBlogs
 

Recently uploaded (20)

Introduction to Quality Improvement Essentials
Introduction to Quality Improvement EssentialsIntroduction to Quality Improvement Essentials
Introduction to Quality Improvement Essentials
 
Template Jadual Bertugas Kelas (Boleh Edit)
Template Jadual Bertugas Kelas (Boleh Edit)Template Jadual Bertugas Kelas (Boleh Edit)
Template Jadual Bertugas Kelas (Boleh Edit)
 
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
 
Unit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdfUnit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdf
 
Sectors of the Indian Economy - Class 10 Study Notes pdf
Sectors of the Indian Economy - Class 10 Study Notes pdfSectors of the Indian Economy - Class 10 Study Notes pdf
Sectors of the Indian Economy - Class 10 Study Notes pdf
 
Thesis Statement for students diagnonsed withADHD.ppt
Thesis Statement for students diagnonsed withADHD.pptThesis Statement for students diagnonsed withADHD.ppt
Thesis Statement for students diagnonsed withADHD.ppt
 
Polish students' mobility in the Czech Republic
Polish students' mobility in the Czech RepublicPolish students' mobility in the Czech Republic
Polish students' mobility in the Czech Republic
 
How libraries can support authors with open access requirements for UKRI fund...
How libraries can support authors with open access requirements for UKRI fund...How libraries can support authors with open access requirements for UKRI fund...
How libraries can support authors with open access requirements for UKRI fund...
 
Supporting (UKRI) OA monographs at Salford.pptx
Supporting (UKRI) OA monographs at Salford.pptxSupporting (UKRI) OA monographs at Salford.pptx
Supporting (UKRI) OA monographs at Salford.pptx
 
2024.06.01 Introducing a competency framework for languag learning materials ...
2024.06.01 Introducing a competency framework for languag learning materials ...2024.06.01 Introducing a competency framework for languag learning materials ...
2024.06.01 Introducing a competency framework for languag learning materials ...
 
The approach at University of Liverpool.pptx
The approach at University of Liverpool.pptxThe approach at University of Liverpool.pptx
The approach at University of Liverpool.pptx
 
Digital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and ResearchDigital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and Research
 
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
 
How to Create Map Views in the Odoo 17 ERP
How to Create Map Views in the Odoo 17 ERPHow to Create Map Views in the Odoo 17 ERP
How to Create Map Views in the Odoo 17 ERP
 
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER  FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...TESDA TM1 REVIEWER  FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
 
The French Revolution Class 9 Study Material pdf free download
The French Revolution Class 9 Study Material pdf free downloadThe French Revolution Class 9 Study Material pdf free download
The French Revolution Class 9 Study Material pdf free download
 
Basic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumersBasic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumers
 
1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx
 
Cambridge International AS A Level Biology Coursebook - EBook (MaryFosbery J...
Cambridge International AS  A Level Biology Coursebook - EBook (MaryFosbery J...Cambridge International AS  A Level Biology Coursebook - EBook (MaryFosbery J...
Cambridge International AS A Level Biology Coursebook - EBook (MaryFosbery J...
 
Fish and Chips - have they had their chips
Fish and Chips - have they had their chipsFish and Chips - have they had their chips
Fish and Chips - have they had their chips
 

Juliet fay How drilling down through your knowledge helps you write better content

  • 1. How  mining  your  knowledge   helps  you  write  be5er  online   content Wednesday, 27 March 2013
  • 2. Too  many  ideas No  ideas Don’t  want  to  leave  things  out Want  to  sound  credible Need  to  drive  traffic   Wednesday, 27 March 2013
  • 3. What  if  you  could  have  a  sure  fire   method  to  ensure  your  online   content  punches  above  it’s   weight Wednesday, 27 March 2013
  • 4. Punch  above  your  weight Wednesday, 27 March 2013
  • 5. Agenda • How  mining  your  knowledge  helps   you  write  be9er  online  content • 40  minute  presenta<on • Slides  by  email • Informal  session Wednesday, 27 March 2013
  • 6. What  we’ll  cover 1. Who,  what,  why  of  ar<cle  marke<ng 2. Topics  and  angles 3. Exercises  (a  quick  workout) Wednesday, 27 March 2013
  • 7. Who,  what,  why  of  ar?cle   marke?ng Wednesday, 27 March 2013
  • 9. Where  do  you  find  ar?cles   online? Wednesday, 27 March 2013
  • 10. business  websites blogs academic  sites case  studies forums white  papers podcasts e-­‐guides syndica<on  sites online  magazines news  sites white  papers Wednesday, 27 March 2013
  • 17. Biggest  challenge? Finding  topics  and  angles Wednesday, 27 March 2013
  • 18. Splashing  around  in  the  shallows Wednesday, 27 March 2013
  • 19. Dive  deep  into  your  subject Wednesday, 27 March 2013
  • 20. 3  formats  to  make  your  ar<cles  more  diges<ble Join  my  list  today    and  get  this  free  ar<cle  sent  to   your  inbox  plus  regular  ar<cles  and  updates  about   email  marke<ng  workshops  and  products  for  rural   businesses Wednesday, 27 March 2013
  • 21. How  do  you  search  online? Wednesday, 27 March 2013
  • 22. How  to  do  email  marke<ng • How  do  I  make  an  HTML  email? • How  do  I  put  a  voucher  in  an  HTML   email? • How  do  I  add  a  link  to  a  voucher  in   an  email  voucher Wednesday, 27 March 2013
  • 23. Process  of  drilling  down Topic Brainstorm  subtopics Pick  one Add  specific  (place) Add  specific  (people) Add  specific  (<me) Add  specific Add  curiosity  (why  &  how) Wednesday, 27 March 2013
  • 24. Example  1:  copywri<ng • Topic;  copywri<ng • Subtopics:   • Call  to  ac(on   • Headlines • Connectors • Weasel  words • Making  the  offer • Adding  curiosity   • Add  specifics • Call  to  ac<on  in  emails • Call  to  ac<on  in  event  promo<on  emails • Improve  response  rate  of  call  to  ac<on  in  event   promo<on  emails • How  a  two  stage  call  to  ac<on  improves  response  rates   Wednesday, 27 March 2013
  • 25. Example  1:  women’s  equality • Subtopics:   • Pay • Domes<c  chores • Shoes • Add  specifics • Shoe  shapes • Shoe  shapes  for  women  with  large  feet • Shape  of  high-­‐heeled  shoes  for  women   with  large  feet Wednesday, 27 March 2013
  • 26. Example  3:  smallholding • Topic;  smallholding • Subtopics:   • buying • Running  a  smallholding • Breeds  for  smallholders • Selling  produce • Diversifying  income Sub-­‐sub  topics Running  a  smallholding  on  a  shoe  string • Add  specifics Running  a  Welsh    smallholding  on  a  shoe  string • Running  a  2  acre  Welsh  smallholding  on  a  shoestring • Making  10K  profit  from  a  12  acre  Welsh  smallholding • How  to  make  10K  profit  from  a  12  acre  Welsh   Wednesday, 27 March 2013
  • 27. Ar<cle  headlines  and  topics Wednesday, 27 March 2013
  • 29. Process  of  drilling  down Topic Brainstorm  subtopics Pick  one Add  specific  (place) Add  specific  (people) Add  specific  (<me) Add  specific Add  curiosity  (why  &  how) Wednesday, 27 March 2013
  • 30. What  we  covered 1. Who,  what,  why  of  ar<cle  marke<ng 2. Topics  and  angles 3. Exercises  (a  quick  workout) Wednesday, 27 March 2013