how to create content

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Creating a Content Strategy The heart of Inbound Marketing that drives the

generation of leads + customers.

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Goal: To create a content strategy to fuel your inbound

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“Marketers are always thinking.. “content. content. content.”

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Content: 1. Purpose2. Format 3. Topic

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Content Formats:!6. Templates 7. Research Reports 8. Checklists 9. Webinars10. Whitepapers11. Slideshare Decks12. Be creative!

1. Case Studies 2. Videos 3. Infographics 4. Blog Posts 5. eBooks

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“So. .what do I write?!”

Reference buyer personas and the customer journey

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“I really need to get my life together..job?” !“I’m graduating soon.. what’s next?!” !“Where am I going to make new friends on campus?”

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“I really need to get my life together..job?” !“I’m graduating soon.. what’s next?!” !“Where am I going to make new friends on campus?” !“I want to travel.”

“Which organization on campus should I join?”“Should I go abroad, or stay here?” !“Where can I go abroad and what kind of opportunities?”

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“I really need to get my life together..job?” !“I’m graduating soon.. what’s next?!” !“Where am I going to make new friends on campus?” !“I want to travel.”

“Which organization on campus should I join?”“Should I go abroad, or stay here?” !“Where can I go abroad and what kind of opportunities?”

“Should I go on that internship in Eastern Europe?” !“Which portfolio should I join?” !“What type of internship relevant to my future should I do?”

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Content should always help move people {personas}across the buying process

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BIG THEMES: 1. Youth Employability and Unemployment 2. Skills and Leadership Development 3. Internationalism and Globalization 4. Job Opportunities 5. Youth Development 6. Internships

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Content Blocks:

1. AWARENESS 2. CONSIDERATION 3. DECISION

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Content exists in everything. — you just need to know how to tease it out

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Types of Content:

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“Lists”ex: - 10 ways on how to grow up - 5 common mistakes made when travelling - Top 5 lessons of young travellers abroad - 6 ways travelling will get you a job - 20 must-do’s when travelling in South Asiia

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“How-To’s”ex: - How to get an awesome job abroad - How to not be unemployed and broke - How to become a debt-free student - How to see the world on a budget - How change your life by travelling

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“How-to-not”ex: - How to not suck at college - How to not lose at life - How to not get fired on your first real job- How to not get jet-lag !

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“Guides”Your content should help answer questions your customers {personas} may have. !Ex: - How to convince your parents about working abroad - How to get paid to see the world

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“Video”Videos are the highest engagement form of marketing — its the digital age. YouTube! !Ex: - Are you emotionally connecting our products with the people impacted? - Are you documenting stories that evoke emotion? !

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“Photo”Photos are the centre piece of any visual elements — a picture tells a thousand words. !Ex: - Photos help convey your brand, emotions and the visual storytelling - Are you documenting stories that evoke emotion? !

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Icebreaker

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Icebreaker

http://www.youtube.com/watch?v=IDJQOJCFPng

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Content Blocks:

1. AWARENESS 2. CONSIDERATION 3. DECISION

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Stop INTERRUPTING and DEMANDING and instead provide

content that improves somebody’s life — provide them with content they can’t ignore.

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But I don’t have time to create content..

- Make it a game [who gets the most views, wins!] - Translate the purpose and value of content for your teams to understand why anybody can contribute. - Assign ownership

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Traffic:Every visitor is a potential customer. Strong branding and messaging help generate quality leads. Amplified by sharability (viral) Content engages visitors for conversion.

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Tips: Best Social Media Engagement days:

Monday TuesdayWednesday

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Content that helps students solves their problems and see solutions.

Key Social Elements: - Sharability (viral) - Value Transfer - Purpose - Compelling and Emotional Connection

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Remember: Content for every stage

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Always ask yourself: Would I spend my time reading this story?

If not - don’t post it.

Make it compelling. It should delight the reader.