content that converts
DESCRIPTION
10 steps to making content that will work for your business: thinking like a blogger, personas, design patterns, end-actions and more.TRANSCRIPT
10 ridiculously simple steps to making money with content
... with a handful of numbers, quotes and diagrams thrown in
at no additional cost
But first...
I work here
I tweet here
I write here
140 characters about me
Digital content-maker from way back (yes, the ‘90s) living a hybrid life amongst brands, search engines, social networks and websites.
www.markpollard.net
@markpollard
Oh... and I made this
Content, not ads
Chapters, not matching luggage
Social networks plus websites
“Alright, internet dude, enough talk about the future.”
Source: Hitwise – website visits - week ending 02/05/2009
Some more numbersBrand or channel unique audience:
Facebook 4,979,000MySpace 2,179,000Blogger 2,029,000
WordPress 832,000Twitter 679,000Bebo 543,000
Yahoo!7 Groups 391,000Six Apart TypePad 326,000
Google Groups 266,000LinkedIn 258,000
Source: Nielsen Online NetView, March 2009
B2B Marketing Tactics 2009
Source: Marketing Profs & Forrester
Tactics generating leads
But what is content?
If Wikipedia says it is,
so it must be
“Content is information and experiences that may provide value for an end-user/audience in specific contexts.”
http://en.wikipedia.org/wiki/Content_(media_and_publishing)
“Content may be delivered via any medium such as the internet,
television, and audio CDs, as well as live events such as conferences
and stage performances.”
http://en.wikipedia.org/wiki/Content_(media_and_publishing)
content sparks
conversation becomes content
The Workout:
10 simple steps to cracking sweet-as content
Step 1.
Work out your
marketing challenges
Step 2.
Work out who’s worth what to you
http://www.snitker.com
Personas
Great persona examples and discussion can be found in this Slideshare presentation: http://www.slideshare.net/JaneFloyd
Step 3.
Work out what a ‘conversion’ means to you
• Downloads
• Requests
• Joins
• Subscribes
• Registers
• Calls
• Watch, listen
Think and measure ‘end actions’
Step 4.
Work out what you’re
about
Looking for myself online
http://google.com/adwords
http://www.google.com/insights/
http://www.new.facebook.com/lexicon
http://www.taggalaxy.de
http://www.tweetcloud.com
http://www.tagcrowd.com
http://www.delicious.com
http://www.spezify.com
http://www.socialmention.com
http://blogsearch.google.com
http://www.digg.com
http://www.technorati.com
http://www.twendz.com
Step 5.
Work out what your
competition is up to
http://google.com/adwords
http://www.quarkbase.com
http://www.spyfu.com
Step 6.
Work out where thepeople are
Step 7.
Work out how
they are where
they are
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Outreach to bloggersContests to solicit contentEncourage spoofing
Solicit commentsEncourage votingSocial bookmarkingEncourage forward to friend
Offer RSS feedsSnaggable WidgetsDownload PodcastsViral videos/websites
Create groups & communitiesSocial applications
Portable, original contentOptimize content findability
Forrester Social Technographics Ladder
Common Tactics
Source: www.forrester.com/Groundswell/profile_tool.html
Step 8.
Work out how
to get their
attention
Thinking like a blogger
1. Periodic hero content
2. Snappy headlines
3. Easy to scan
4. Useful
5. Promote your content
6. Validate other content creators
7. Lateral thoughts
Number + Adverb + Adjective + Topic + Focus + Benefit/Effect
Headlines
Step 9.
Work out how to persuade
Design Patterns
Shows me what I’m buying
Plain English features - succinct
CTA: trial, 60 second sign-up
Social proof, performance proof
Key, comparative benefit claim
Fights for credibility - logos
Simple
Visuals for every benefitSocial proof: from respected companies active in online communities Relevance: types of firm
Relevance: types, scale of use
Video to linger & connect
Empathy: Relates my problem back to me
Expert proof & quotes
Social proof: recommendation
Second call to action for scrollers
Social proof: online chatterSocial proof: types of
use, credibility
Step 10.
Work out your
ask
Step 1. Work out your marketing challenges
Step 2. Work out who’s worth what to you
Step 3. Work out what a ‘conversion’ means to you
Step 4. Work out what you’re about
Step 5. Work out what your competition is up to
Step 6. Work out where the people are
Step 7. Work out how they are where they are
Step 8. Work out how to get their attention
Step 9. Work out how to persuade
Step 10. Work out your ask
Free SEO e-book from Glenn Murray at Divine Write valued at $79.95 http://www.divinewrite.com/ADMA
Questions?
@markpollard
www.markpollard.net