the power of great content
TRANSCRIPT
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!
E l i z a b e t h
B a r r e 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
TWEET US!
@GreenleafBookGr #ideasthrive
LAST MONTH: Building and Editing Your Book
“Who learns most from a good
book is the author.”
-- Jose Bergamin, Spanish writer and playwright
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
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CONTENT ENTRY POINTS
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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
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TRAVEL GUIDE
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TRAVEL GUIDE
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MAP
DIAGRAM
GRAPHIC
CHECKLIST
PHOTO
TEXT
BUSINESS TITLE
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BUSINESS TITLE
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ARTICLE / QUOTES GRAPHIC
QUESTIONS
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
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PLATFORM ENTRY POINTS
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Copyright © Mark Suster. All rights reserved.
PLATFORM ENTRY POINTS
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TWEETS LONG FORM
PODCAST
BLOG WEBSITE
VIDEO Copyright © Mark Suster. All rights reserved.
THE JUMP FROM PAGE TO PLATFORM
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QUOTES, ARTICLES, STATISTICS
CHECKLISTS, BEHIND THE SCENES
GRAPHICS, PHOTOGRAPHS, MAPS
CASE STUDIES, ANECDOTES
QUESTIONS, TAKEAWAYS
INTERVIEWS WITH EXPERTS
blog
podcast
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!
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THE ULTIMATE BUSINESS CARD
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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
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A BOOK CAN OFFER...
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“Based on a ten-year longitudinal study...”
CREDIBILITY
Expertise Perception/Brand Reputation Core Ideas Thesis Differentiation
A BOOK CAN OFFER...
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NAME RECOGNITION
Bookstores Reviews Amazon Interviews References Guest Blogging
A BOOK CAN OFFER...
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CROSS PROMOTION
Consulting Workshops Blog Newsletter Seminars Speaking
NAVALENT
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NAVALENT
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BOOK
URL
BIO EVEN
TS W
EBSITE
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.
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SEARCH ENGINE OPTIMIZATION
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Q: WHAT IS SEARCH ENGINE
OPTIMIZATION?
A: A COLLECTION OF STRATEGIES
THAT CAN IMPROVE THE RANKINGS OF A WEBSITE IN ORGANIC SEARCH RESULTS
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Q: WHAT IS A KEYWORD?
A: AN INFORMATIVE WORD OR
PHRASE USED TO INDICATE THE CONTENT OF A WEB PAGE
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STEP 1 = USE THE LONG-TAIL
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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
STEP 2 = USE THE SEO SALES FUNNEL
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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
SAMPLE KEYWORDS (LEADERSHIP BOOK)
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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
TOOLS FOR RESEARCH? • Google Adwords Keyword Planner Tool • Google Trends • Google Keyword Suggest
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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.
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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...
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
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
IDEAS THRIVE
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
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