wordcamp san diego 2016: "is your content helping or hurting you?"

Is Your Content Helping or Hurting?

Greg Taylor @grtaylor2 Marketing Press

The Good, The Bad, The Ugly & The Superb


Thank You For Being Here


Superb content is imperative when it comes to moving the needle on

business goals


Who am I?


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Have a question? Raise your hand, let’s talk about it…


Who are you?


The competitive landscape for content is busier than ever


There is more noise than ever


Consumption habits have changed


The Three Goals For Content


What are the various types of content


Do goals vary based on the medium?


Reality Check…


The Good


Traits of Good Content


• Informative •Spelling & Grammar are proper •Good information •Shareable •Good length (not too long, not too short) •Potentially addictive •Connects people to people•Delivered with some velocity

Now and forever Good will never be good enough for success


The Bad


Traits of Bad Content


• Vague • Too long / too short • Self serving • No real focus • Has the “So What” factor

The Ugly


Who cut the cord?


Traits of Ugly Content


• Over promotional • Boring • Repetitive • Look at me, look at me content • Click bait titles• No purpose• Lacks goals• WTF factor

Now, for the good stuff… The Superb


Traits of Superb Content


• Helpful • The creator thinks like a reader • Stimulates thought • Moves the needle on your goals • Increases conversion • Helps someone else become an expert• Perfect length • Maybe viral (if lucky) • Shareable and quotable • Connects • Possibly multiple voices • Evergreen• Multiple mediums • Posted

What’s the scariest button in the WordPress UI?


Nothing happens until you hit publish


So, where are you in this spectrum?


Tips to getting to superb…




Know your audience



Know your limitations



Measure everything



Be prepared to fail



Keep a running list of content ideas



Review, Refine, Repeat

Stay along the content continuum


Two Last Points and then Q&A


1. Perfection is the enemy of progress


2. Go Do.


Questions…
