* It's powerful because you can connect in different ways (Content Entry Points) * It's powerful because it can enhance your credibility as a thought leader (Ultimate Business Card) * It's powerful because it can improve the chance that someone discovers you (SEO Value) Greenleaf Book Group is much more than a publishing company: we're an idea company. Our Brand Strategist will share expert tips on creating powerful content and leveraging that content to connect with audiences on a grander scale.

1. T h e P o w e r o f
G R E AT C O N T E N T
t o B o o s t
Yo u r B r a n d
@ G r e e n l e a f B o o k G r
# i d e a s t h r i v e
...and build your platform!

2. E l i z a b e t h
B a r re t t
B r a n d S t r a t e g i s t ,
G r e e n l e a f
B o o k G r o u p

3. TWEET US!
@GreenleafBookGr
#ideasthrive

4. LAST MONTH:
Building and Editing Your Book

5. “Who learns most from a good
book is the author.”
-- Jose Bergamin,
Spanish writer and playwright

6. WHAT IS THE POWER OF GREAT CONTENT?
.....................................................................................
1. Content Entry Points
• It's powerful because you can connect in
different ways
2. The Ultimate Business Card
• It's powerful because it can enhance your
credibility as a thought leader
3. SEO Value
• It's powerful because it can improve the chance
that someone discovers you
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

7. CONTENT ENTRY POINTS
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

8. Q: WHAT IS A CONTENT ENTRY
POINT FOR A BOOK?
A: PLACES IN A TEXT WHERE A
READER CONNECTS WITH AN
IDEA AND DIVES IN TO
LEARN MORE
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

9. TRAVEL GUIDE
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

10. TRAVEL GUIDE
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
MAP
DIAGRAM
GRAPHIC
CHECKLIST
PHOTO
TEXT

11. BUSINESS TITLE
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

12. BUSINESS TITLE
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
ARTICLE / QUOTES
GRAPHIC
QUESTIONS

13. Q: WHAT IS A PLATFORM?
A: A FOUNDATION CONSISTING OF
VARIOUS ASSETS THAT A
THOUGHT LEADER CAN BUILD
FROM IN ORDER TO DELIVER
IDEAS TO THE WORLD
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

14. PLATFORM ENTRY POINTS
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
Copyright © Mark Suster. All rights reserved.

15. PLATFORM ENTRY POINTS
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
TWEETS
LONG FORM
PODCAST
BLOG
WEBSITE
VIDEO
Copyright © Mark Suster. All rights reserved.

16. THE JUMP FROM PAGE TO PLATFORM
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
QUOTES, ARTICLES, STATISTICS
CHECKLISTS, BEHIND THE SCENES
GRAPHICS, PHOTOGRAPHS, MAPS
CASE STUDIES, ANECDOTES
QUESTIONS, TAKEAWAYS
INTERVIEWS WITH EXPERTS
blog
podcast

17. THREE TAKEAWAYS
.........................................................................................
1. Build a Bridge
• It’s not necessary to start from scratch. Repurpose
content from your book to build your platform assets.
2. Share Your Message in Different Ways
• By creating a multimedia platform, you cast the net
wide and increase the chances of reaching more
people.
3. Not Everyone in a Demographic is the Same
• Even within your target audience, consumption
preferences vary by personality. Mix it up!
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

18. THE ULTIMATE BUSINESS CARD
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

19. Q: HOW IS A BOOK LIKE A
BUSINESS CARD?
A: A BOOK CONVEYS YOUR
EXPERTISE AND ENHANCES YOUR
REPUTATION AS A LEADER IN
YOUR FIELD
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

20. A BOOK CAN OFFER...
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
“Based on a
ten-year
longitudinal
study...”
CREDIBILITY
Expertise Perception/Brand
Reputation Core Ideas
Thesis Differentiation

21. A BOOK CAN OFFER...
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
NAME RECOGNITION
Bookstores Reviews
Amazon Interviews
References Guest Blogging

22. A BOOK CAN OFFER...
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
CROSS PROMOTION
Consulting Workshops
Blog Newsletter
Seminars Speaking

23. NAVALENT
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

24. NAVALENT
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
BOOK
URL
BIO
EVENTS
WEBSITE

25. THREE TAKEAWAYS
.........................................................................................
1. New Audiences Await
• The publicity that accompanies a book can result in
customers discovering your business, who may never
have otherwise found you.
2. A Book Can Pique Interest
• If a book has a powerful and unique message, it
provides an incentive to also read your blog, sign up
for your newsletter, or seek out your services.
3. Storytelling is Key for a Speaker
• Writing a book requires a well thought-out thesis and
a compelling delivery of ideas, both of which are
strong indicators that you would do well on stage.
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

26. SEARCH ENGINE OPTIMIZATION
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

27. Q: WHAT IS SEARCH ENGINE
OPTIMIZATION?
A: A COLLECTION OF STRATEGIES
THAT CAN IMPROVE THE
RANKINGS OF A WEBSITE IN
ORGANIC SEARCH RESULTS
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

28. Q: WHAT IS A KEYWORD?
A: AN INFORMATIVE WORD OR
PHRASE USED TO INDICATE THE
CONTENT OF A WEB PAGE
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

29. STEP 1 = USE THE LONG-TAIL
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
Benefits of long-tail keywords include more targeted traffic
and less competition for rankings.
DEFINITION: PHRASES OF MORE THAN TWO WORDS
USED WHEN SEARCHING FOR SOMETHNG SPECIFIC

30. STEP 2 = USE THE SEO SALES FUNNEL
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
AWARENESS CONSIDERATION CONVERSION
A person is
feeling a pain
point and
searching for
help, but they
don’t know
what the
solution is
A person has
learned
enough to now
be searching
for a specific
solution
A person is
ready to
become a
customer
through
purchase or
participation

31. SAMPLE KEYWORDS (LEADERSHIP BOOK)
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
AWARENESS CONSIDERATION CONVERSION
Trouble with
communication
No company vision
How to handle
employee absenteeism
How to motivate a team
Writing a corporate
vision statement
Orientation best
practices
Top management books
for CEOs
Team building
workshops in Austin
Best business podcast

32. TOOLS FOR RESEARCH?
• Google Adwords Keyword Planner Tool
• Google Trends
• Google Keyword Suggest
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

33. THREE TAKEAWAYS
.........................................................................................
1. Think Like a Human
• When selecting SEO keywords, consider realistic long-
tail phrases that you would likely use in a search.
2. Span the Whole Funnel
• Utilizing keywords in all 3 phases of the sales funnel
increases the odds of reaching more people.
3. Build Content Around Keywords
• If you know that a certain keyword is targeted and
frequently searched, create content that fills the need
in order to capture the traffic.
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

34. Can jump from page to platform
Can enable you to connect in
different ways
Can enhance your credibility as a
thought leader
Can cross promote your business
Can improve the chance that
someone discovers you
CONTENT IS POWERFUL BECAUSE IT...

35. THANK YOU!
Q&A
F o r m o r e d e t a i l s a b o u t o u r b r a n d d e v e l o p m e n t s e r v i c e s ,
c o n t a c t m m a s u m i y a @ g r e e n l e a f b o o k g r o u p . c o m

36. NEXT MONTH:
Strategically Building Your Audience
F o r m o r e d e t a i l s a b o u t o u r b r a n d d e v e l o p m e n t s e r v i c e s ,
c o n t a c t m m a s u m i y a @ g r e e n l e a f b o o k g r o u p . c o m

37. IDEAS THRIVE

38. REFERENCES / PHOTO CREDITS
.........................................................................................
Slide 3 “Multiple Tweets Plain” by mkhmarketing is licensed under CC BY 2.0
Slide 4 photo by Sergey Zolkin licensed by unsplash.com
Slide 7 “Dive” by SuperFantastic is licensed under CC BY 2.0
Slide 9 Copyright © BeijingHoliday.com. All rights reserved.
Slides 14-15 Copyright © Mark Suster. All rights reserved.
Slide 18 “Business professional’s handshake” by Uberof222 ff is licensed under CC BY 2.0
Slides 20-24 Copyright © Ron Carucci and Eric Hansen. All rights reserved.
Slide 26 “Binoculars II” by Chase Elliott Clark is licensed under CC BY 2.0
Slide 34 “Bridge” by Walt Stoneburner is licensed under CC BY 2.0
Slide 35 “Audience at humanities theatre” by Mohammad Jangda is licensed under CC BY 2.0
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e