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Jim Young Vice President jim@prbrigade.com. What you ’ ll leave with today. An understanding of what great content is A basic content strategy Some content ideas Techniques for generating more content. A Couple of Important Starting Points. A Couple of Starting Points.

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Presentation Transcript
slide1

Jim Young

Vice President

jim@prbrigade.com

slide2

What you’ll leave with today

An understanding of what great content is

A basic content strategy

Some content ideas

Techniques for generating more content

slide3

A Couple of Important

Starting Points

slide4

A Couple of Starting Points

Which site should you be on?

  • Channel doesn’t matter
  • Your message matters
slide5

A Couple of Starting Points

Are you thinking strategically ?

  • Know your audience.
  • Know your brand and voice.
slide6

A Couple of Starting Points

Where content comes from:

Creative Processes

Strategic

Impulsive

Internal

Today’s Topic

Sources

External

slide8

The Purpose of Content

Content

(blog post, Tweet, etc.)

Desired Result

(purchase, lead, inquiry)

slide9

The Purpose of Content

Content

Emotional Reaction

Action

Desired Result

slide10

The Purpose of Content

Content

Emotional Reaction

Action

The more complex the Result,

the more repetitions

Desired Result

slide11

The Purpose of Content

5 Typical Actions Content Drives

  • Getting found
  • Staying top of mind
  • Qualifying/filtering
  • Clarifying/differentiating
  • Managing objections
slide13

So What

is

Great Content?

slide14

What is Great Content?

Great content is material that evokes a powerful emotionalreaction

that moves people to take actions toward your Desired Result.

slide15

What is Great Content?

  • The more powerful the reaction, the better the content
  • But only if the emotions are appropriate to your brand
  • It’s about your reader
slide16

What is Great Content?

Emotion #1:

Enjoyment

(humor, fun, escape, entertainment, etc.)

slide17

What is Great Content?

Emotion #2:

Helpful

(useful, educational, problem-solving, etc.)

slide18

What is Great Content?

Emotion #3:

In the know

(first to know, on the inside, in the know, etc.)

slide19

What is Great Content?

Emotion #4:

Surprise

(shock value, unexpected, unique perspective)

slide20

What isGreat Content?

Emotion #5:

Conflict

(debate, discussion, point/counterpoint, etc.)

slide21

What is Great Content?

Emotion #6:

Fear

(warning, investigative, being prepared, etc.)

slide22

What is Great Content?

Emotion #7:

Trust

(safety, reliability, honesty, integrity, etc.)

slide23

What is Great Content?

Emotion #8:

Understanding

(belonging, empathy, crusade, etc.)

slide26

Topic Generation

1. Answering questions

  • Something you commonly get asked
  • Everything you’ve ever been asked
slide27

Topic Generation

2. Asking for involvement

  • Caption a picture
  • Make a list
  • Show us your [blank]
  • Solicit questions to answer
slide28

Topic Generation

3. Asking questions

  • Of some outside expert(s)
  • Of some non-sales internal expert (vendor, QC, etc)
  • Of customer who uses your product or service innovatively
slide29

Topic Generation

4. Explaining why

  • You do what you do
  • Why things are the way they are
  • Things are not the way they could be
slide30

Topic Generation

5. Sharing a vision

  • Where the world is headed
  • How the world could be if only
  • How the world will be when
slide31

Topic Generation

6. Talking about others

  • Others who are or aren’tgetting it right
  • People/groups who share your values or inspire you
slide34

Long Material Generation

1. Start by talking, not writing

  • Over a table (conference, lunch or bar), on a dais or on the phone
  • Ask “why” questions if more material is needed
slide35

Long Material Generation

2. Record the conversation

  • Take no (or minimal) notes.
  • Focus instead on listening and keeping the speaker going
  • Transcribe it later
slide36

Long Material Generation

3. Use email as fallback

  • Perfect for the “Asking Questions” approach
  • Use open-ended “why” questions to get longer answers.
slide37

Long Material Generation

4. Build a content calendar

  • Look ahead for known events to plan content for
  • Work ahead to avoid feeling rushed and stressed
slide38

Jim Young

Vice President

jim@prbrigade.com