This document discusses how to create effective content marketing. It begins by explaining that quality content that provides value to the audience will build trust and drive views and shares. It then discusses elements from "Made to Stick" that make content memorable: being simple, unexpected, credible, concrete, emotional, and telling stories. The document also discusses how content can drive sales by knowing what resonates with the audience and leveraging search engine optimization. Finally, it addresses how to scale content creation through style guides, response playbooks, editorial calendars, and sharing tools to involve multiple contributors.

1. LEAPING INTO CONTENT:
VIEWS, SALES, SCALE
Judi Huck
Social Media & Community Strategist

2. Why do we produce content - such as blog
posts and email campaigns?

3. Before taking on anything content-wise,
first we must build trust by providing
value.

4. PART I. Views
Quality content gets the most visits
and shares

5. SUCCES from Made to Stick
Easy to understand, easy to remember
• Simple
• Unexpected
• Credible
• Concrete
• Emotional
• Story

6. SIMPLE
• Don’t bury the lead
• Inverted pyramid
• Simplicity in terms of UX
• Exercise
• High concept pitches – make your case compact
• Hemingway complete stories in 6 words:
“For sale: baby shoes, never used.”
• Tell your brand story as a children’s book to focus on its core message

7. UNEXPECTED
• Element of surprise
• Spark interest
• Test of eyebrows and jaws
• Make people think
• Example
• AIDS training for professional athletes

8. CONCRETE
• Touchable
• Clear
• Example
• Giving tree - donating X dollars produces Y effect
• Other charities seeking donations

9. CREDIBILITY
• Interesting details
• Stats (internal)
• Authorities (external)
• Idea: interview industry leaders
• Caution with stats!
• Active part of brain

10. EMOTIONAL
• 2x as effective
• Makes people care ( and give, in the case of nonprofits)
• Argument
“The mere act of calculation reduces people’s charity”
• Case studies
•

11. STORYTELLING
• Retention
• Visualization and photographic memory
• Example
• Jared of Subway
Easy to identify, easy to take away (simple)
• Exercise
• Examine an article you like and determine the elements that apply
• Share a customer testimonial of a positive product or service experience
Bonus: use all elements of SUCCES from Made to Stick

12. PART II. Sales
How does your content drive
the bottom line?

13. Knowing what sells
Back to the Trojan Horse
• Importance of audience
• Leveraging organic search (SEO)
• Exercise
• How does our product or service enrich the lives of customers in their
day to day lives?

14. PART III. Scale
Content & Community are not silos,
but in fact: concerted, collaborative acts

15. How to scale content
• Style Guide to unify multiple contributors
• Example: NY Creative Interns blog contributor guidelines
• Exercise: Missing piece
• Playbook for response and engagement
• Editorial Calendar to plan for the long term
• Apps & tools to make sharing content convenient
Questions? email Judi Huck
@7huck on Twitter
judihuck.com