Download - Content: create it, sustain it
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Content Matters More Than You Think
Create It, Sustain It
by Barb SawyersConstant Contact seminar
March 26, 2014
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Before
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Jakob Nielsen
“Newsletters must be seen as a long-term investment: they work their magic over
time.”
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Bill Gates
“Content Is King”
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Content Is King
People “must be rewarded with deep and extremely up-
to-date information.”
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Content Is King
“The broad opportunities …involve supplying information or entertainment. No company is too small to participate.”
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What challenges are you facing?
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Challenges?
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Challenges = Opportunities
Stand out
Extend your reach
More reading time
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“When people are out and about, they often find themselves in situations with a
few minutes to kill, and mobile content can fill that need.”
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“On the other hand, much mobile use is characterized by even more time pressure than desktop use.”
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“deep and extremely up-to-date
information”
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Challenges +
= Opportunities
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Questions
1. How can I come up with kingly content ideas?
2. How can I keep the content rolling when I’m busy?
3. How can I avoid the common gaffes?
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1. How can I come up with content ideas?
Respond to customers
Repackage your expertise
Reflect your world
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How can content respond to customers?
1. How can I come up with content ideas?
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How can content respond to customers?
Answer questions they ask youRaise issues they need to be educated onBuild a common ground
1. How can I come up with content ideas?
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How can content reflect your world?
1. How can I come up with content ideas?
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How can content reflect your world?
Seasonal markets, trends, illnesses, styles…Deadlines, prime time, special occasions…Politics, world eventsSports, movies, culture
1. How can I come up with content ideas?
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1. How can I come up with content ideas?
How can repackage your expertise?
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1. How can I come up with content ideas?
TipsHow-toInsightNews
Create “deep and extremely up-to-date” content through
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1. How can I come up with content ideas?
Link your expertise to your life
How can you repackage your expertise?
Personal stories, business anecdotes that make your point, build common ground
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1. How can I come up with content ideas?
Respond to customers
Repackage your expertise
Reflect your world
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Make listsCreate a content calendar
Ignore your calendarKeep it short and simple
RecycleStretch
2. How can I keep the content rolling when I’m busy?
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List your content ideas
2. How can I keep the content rolling when I’m busy?
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Create a content calendar
2. How can I keep the content rolling when I’m busy?
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Ignore your calendar
2. How can I keep the content rolling when I’m busy?
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Keep it short and simpleKISS
2. How can I keep the content rolling when I’m busy?
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Recycle content and experiences
2. How can I keep the content rolling when I’m busy?
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Stretch
2. How can I keep the content rolling when I’m busy?
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Make listsCreate a content calendar
Ignore your calendarKeep it short and simple
RecycleStretch
2. How can I keep the content rolling when I’m busy?
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3. How can I avoid the common gaffes?
BoringWanderingMisspelling
Ill-fitting
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3. How can I avoid the common gaffes?
Jargonalignment bandwidth customer centricity execution human capital…
Boring
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3. How can I avoid the common gaffes?
Jargonalignment bandwidth customer centricity execution human capital…
Boring
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3. How can I avoid the common gaffes?
Long, stuffyBoring
More than a minute to scanBest regards
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3. How can I avoid the common gaffes?
Long, stuffyBoring
More than a minute to scanBest regards
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Wandering
Get to the point
Talk about the weather
Too busy to tighten
Ya-da-ya-da-ya-da
3. How can I avoid the common gaffes?
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Wandering
Get to the point
Talk about the weather
Too busy to tighten
Ya-da-ya-da-ya-da
3. How can I avoid the common gaffes?
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MisspellingMistakes that spell checkcan’t catch
it’s problemyour welcomesmarter then meContent reins as king
3. How can I avoid the common gaffes?
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MisspellingMistakes that spell checkcan’t catch
it’s problemyour welcomesmarter then meContent reins as king
3. How can I avoid the common gaffes?
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Ill-fitting
Preview imagesMobile unfriendly
How your newsletter is seen
3. How can I avoid the common gaffes?
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Ill-fitting
Preview imagesMobile unfriendly
How your newsletter is seen
3. How can I avoid the common gaffes?
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BoringWanderingMisspelling
Ill-fitting
3. How can I avoid the common gaffes?
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Challenges = Opportunities
Stand out
Extend your reach
More reading time
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Content Is King
People “must be rewarded with deep and extremely up-
to-date information.”
![Page 46: Content: create it, sustain it](https://reader033.vdocuments.us/reader033/viewer/2022061118/54690d34af79596a1b8b57d8/html5/thumbnails/46.jpg)
“Newsletters must be seen as a long-term investment: they work their magic over
time.”
Newsletters are magic
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When content remains kingnewsletters can work magic
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1. How can I come up with content ideas?
Respond to customers
Repackage your expertise
Reflect your world
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2. How can I keep the content rolling when I’m busy?
Make listsCreate a content calendarIgnore your calendarKeep it simpleRecycleStretch
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3. How can I avoid the common gaffes?
BoringWanderingMisspelling
Ill-fitting
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