How To Create And Share Content That Really Sells

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Top tips on creating attention grabbing content that motivates people to take action.

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How To Create And Share Content That Really Sells

  1. 1. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS ! Presented by Tim Fifield and Hannah Brookes ! 25.04.14
  2. 2. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 GETTING TO KNOW YOU
  3. 3. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 SO, WHAT IS YOUR OBJECTIVE?
  4. 4. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 WHAT TODAY IS ALL ABOUT INSPIRATION MOTIVATION IDEAS EDUCATION SHARING FOCUS PLANNING ACTION
  5. 5. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 WHAT WILL WE LEARN TODAY? Understanding the needs of your market Writing effective copy that motivates action Understanding how Google uses your content The importance of being “the trusted expert” Ten power words you MUST use The unmitigated joy of Social Media and Blogging Sharing some awesome success stories Applying all this and more to your business
  6. 6. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 SO, WHAT IS ONLINE CONTENT? WORDS IMAGES PHOTOS VIDEO PODCASTS INFO- GRAPHICS ANIMATIONS SLIDESHOWS
  7. 7. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 WHO IS YOUR CONTENT FOR? EXISTING CUSTOMERS PROSPECTIVE CUSTOMERS INFLUENCERS PARTNERS / AFFILIATES POTENTIAL STAFF SUPPLIERS ? ? YO U R TU RN
  8. 8. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 WHAT IS YOUR CONTENT FOR? ! TO START A RELATIONSHIP TO GET A MEMBER/ SUBSCRIBER ENCOURAGE OTHERS TO SHARE YOUR STUFF A NEWSLETTER SIGN UP BOOK AN EVENT TO INSPIRE COLLABORATION TO BUILD TRUST AND CONFIDENCE TO MAKE A SALE YO U R TU RN
  9. 9. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 HOW DO I DELIVER MY CONTENT? YOUR WEBSITE BLOGS SOCIAL MEDIA EMAIL GOOGLE APPS OTHER WEBSITES SLIDESHARES
  10. 10. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 GUIDING PRINCIPALS FOR CONTENT A I D A ATTENTION INTEREST DESIRE ACTION
  11. 11. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 THE GOLDEN RULE OF EFFECTIVE CONTENT IS TO REMEMBER THAT… ! “IT’S NOT ABOUT YOU”
  12. 12. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 THE GOLDEN RULE OF EFFECTIVE CONTENT IS TO REMEMBER THAT… ! “IT’S ALL ABOUT THEM”
  13. 13. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 Who are your customers? Where do they hangout online / offline? What are they looking for? Where do they currently buy? What are their “hot buttons”? YO U R TU RN
  14. 14. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 THE SILVER RULES… YO U R W EBSITE MAKE IT PERSONAL FOCUS ON BENEFITS REMOVE NON- ESSENTIAL JARGON REMEMBER WE ARE DRIVEN BY EMOTION GOOGLE APPS OTHER WEBSITES SLIDESHARES
  15. 15. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 A GREAT EXAMPLE… ! [Horsham Fitness] ! YO U R W EBSITE
  16. 16. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 BLOGGING ! ! ! BLO G G IN G
  17. 17. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 BLOGS ARE SUPER BECAUSE… 1. They can make you more visible in search engine results 2. They encourage people to talk about you elsewhere online 3. They can get you links 4. They help you become an authoritative voice in your industry 5. They invite feedback from your audience BLO G G IN G
  18. 18. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 WHAT TO TALK ABOUT? ! or more importantly... ! WHAT DOES YOUR AUDIENCE WANT TO READ? BLO G G IN G
  19. 19. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 WHAT TO TALK ABOUT? • Company News • Industry News • Events • New products • Tutorials • Product / service demonstrations • FAQs BLO G G IN G
  20. 20. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 BLOGS SUCK BECAUSE... • They are time consuming • They are difficult if you don’t know what to say or how to say it • They might not be relevant to your audience BLO G G IN G
  21. 21. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 BE RESOURCEFUL WITH A RESOURCE BLO G G IN G
  22. 22. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 RESOURCES ARE AWESOME BECAUSE... BLO G G IN G • They are less time consuming *in the long run* • They are long-lasting • They boost your online authority
  23. 23. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 BLOG CASE STUDY… BLO G G IN G http://www.nigelsecostore.com/
  24. 24. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 RESOURCE CASE STUDY… BLO G G IN G http://www.aquilar.co.uk/blog/
  25. 25. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 LAST MINUTE TIPS! BLO G G IN G • Sub-headings are your friends • Don’t forget: you are writing a blog post, not an essay • Add value with pictures, videos and links • Check your spelling! • Include a call to action at the end
  26. 26. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 VIDEO…why bother? ! 1.8 Million Words That’s the value of one minute of video, according to Dr. James McQuivey of Forrester Research. VID EO
  27. 27. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 VIDEO…why bother? ! 100 Million That’s the number of Internet users who watch online video each day. And a whole of them are looking to buy a service or product. VID EO
  28. 28. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 VIDEO…why bother? ! 90% The percentage of online shoppers at a major retailer’s website who said they find video helpful in making shopping and buying decisions. VID EO
  29. 29. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 VIDEO…why bother? ! 80% According to the Online Publishers Association, that’s the percentage of Internet users who recall watching a video ad on a website they visited in the past 30 days. It gets even better. Of that 80%, 46% took the following action: - 26% looked for more information about the subject of the video - 22% visited the website named in the ad - 15% visited the company represented in the video ad - 12% purchased the specific product featured in the ad VID EO
  30. 30. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 VIDEO…why bother? ! 64% That’s how much more likely website visitors are to buy a product on an online retail site after watching a video. ! In addition, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos, comScore says. VID EO
  31. 31. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 VIDEO…why bother? ! 75% Do your email subscribers drop like flies? Eloqua, an automated email marketing provider, noted that including video in an introductory email reduced the number of subscriber opt-outs by 75%. ! Maintaining that contact is a vital part of establishing a relationship with prospects. VID EO
  32. 32. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 VIDEO…why bother? ! 15 seconds According to research conducted by Jun Group (2011), videos that are 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and 1 minute. VID EO
  33. 33. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 VIDEO…what will you do? ! VID EO
  34. 34. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 TOP TIPS… VID EO • Make your title count • Provide excellent content • Include your URL in your video • Brand your video (use your logo) • Include a call to action • Think SERIES
  35. 35. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 SOCIAL MEDIA
  36. 36. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 Where is your audience and what do they want to hear about?
  37. 37. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 HOW FACEBOOK WORKS…
  38. 38. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 • Pictures and videos are more likely to cross the line than text updates   • Boosting posts pushes them across into more News Feeds This costs money so use it for posts that will give you a return on your investment e.g. posts about new products, that include a link to your website, special offers etc.
  39. 39. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 • Short and snappy is better than long and boring   • Include calls to action   • Ask questions   • Plan and schedule non-reactive content   • Check out your Insights   • Test and measure! MORE FACEBOOK TIPS
  40. 40. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 • @username – how you identify yourself. 
 Also how people talk to you   • RT – posts a copy of someone else’s tweet (it’s like an endorsement and should be of interest to your followers)   • DM – direct message. Like sending an email (no-one else can see). Use this for sensitive issues, sending your mobile no. etc   • #Hashtags – search term. Use to promote a given subject e.g. #election TWITTER GLOSSARY…
  41. 41. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 • Ask people to retweet, instead of hoping they will   • Use hashtags to start and take part in conversations…   • …but don’t use more than two in one tweet   • Talking about someone? Include their @username   TERRIFIC TWITTER TIPS…
  42. 42. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 • Want that tweet to appear in the feeds of your followers? Don’t put @username at the beginning (rewrite the tweet or write .@username)   • Grab attention by including hashtags, links and images   • Pictures uploaded via Twitter itself will automatically appear (these have a link like this: pic.twi)er.com/fehruh54545) TERRIFIC TWITTER TIPS…
  43. 43. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14
  44. 44. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 OFFLINE…
  45. 45. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14
  46. 46. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 Content Creation “Creating (or sourcing) content that brings the offline world back online”
  47. 47. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 Content Creation Here’s how you might do that…
  48. 48. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14
  49. 49. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14
  50. 50. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14
  51. 51. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 h)p://www.woolandthegang.com/ OFFLINE CASE STUDY…
  52. 52. HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14 THANK YOU FOR YOUR FULL AND UNDIVIDED ATTENTION ! Download this presentation at slideshare.net

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