Jim Young Vice President firstname.lastname@example.org. 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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Jim Young Vice President email@example.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 Which site should you be on? • Channel doesn’t matter • Your message matters
A Couple of Starting Points Are you thinking strategically ? • Know your audience. • Know your brand and voice.
A Couple of Starting Points Where content comes from: Creative Processes Strategic Impulsive Internal Today’s Topic Sources External
The Purpose of Content Content (blog post, Tweet, etc.) Desired Result (purchase, lead, inquiry)
The Purpose of Content Content Emotional Reaction Action Desired Result
The Purpose of Content Content Emotional Reaction Action The more complex the Result, the more repetitions Desired Result
The Purpose of Content 5 Typical Actions Content Drives • Getting found • Staying top of mind • Qualifying/filtering • Clarifying/differentiating • Managing objections
So What is Great Content?
What is Great Content? Great content is material that evokes a powerful emotionalreaction that moves people to take actions toward your Desired Result.
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
What is Great Content? Emotion #1: Enjoyment (humor, fun, escape, entertainment, etc.)
What is Great Content? Emotion #2: Helpful (useful, educational, problem-solving, etc.)
What is Great Content? Emotion #3: In the know (first to know, on the inside, in the know, etc.)
What is Great Content? Emotion #4: Surprise (shock value, unexpected, unique perspective)
What isGreat Content? Emotion #5: Conflict (debate, discussion, point/counterpoint, etc.)
What is Great Content? Emotion #6: Fear (warning, investigative, being prepared, etc.)
What is Great Content? Emotion #7: Trust (safety, reliability, honesty, integrity, etc.)
What is Great Content? Emotion #8: Understanding (belonging, empathy, crusade, etc.)
Techniques to generate content topics
Topic Generation 1. Answering questions • Something you commonly get asked • Everything you’ve ever been asked
Topic Generation 2. Asking for involvement • Caption a picture • Make a list • Show us your [blank] • Solicit questions to answer
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
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
Topic Generation 5. Sharing a vision • Where the world is headed • How the world could be if only • How the world will be when
Topic Generation 6. Talking about others • Others who are or aren’tgetting it right • People/groups who share your values or inspire you
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
Long Material Generation 2. Record the conversation • Take no (or minimal) notes. • Focus instead on listening and keeping the speaker going • Transcribe it later
Long Material Generation 3. Use email as fallback • Perfect for the “Asking Questions” approach • Use open-ended “why” questions to get longer answers.
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
Jim Young Vice President firstname.lastname@example.org