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Because content isn’t an abstract painting… A short review by Michelle Bashan

Because content isn’t an abstract painting… A short review by Michelle Bashan. The Evolution of Content. Functional Content. This dog food is healthy for your dog. It will give them all the nutrients they need Feed 1 cup, twice a day. Accumulating Content. 5 things to do with dog food

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Because content isn’t an abstract painting… A short review by Michelle Bashan

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  1. Because content isn’t an abstract painting… A short review by Michelle Bashan

  2. The Evolution of Content

  3. Functional Content This dog food is healthy for your dog. It will give them all the nutrients they need Feed 1 cup, twice a day.

  4. Accumulating Content • 5 things to do with dog food • Who should be eating dog food? • How to serve dog food

  5. SEO Content My dog’s name is fluffy, he loves his dog food. I have been buying him Goood food dog food for 6 months now. He won’t stop eating his dog food. Every day Fluffy waits for me to give him his dog food. Fluffy’s dog food has all the vitamins he needs for a healthy coat….

  6. Original Content Fluffy’s Blog Because life should be a walk in the park Hello fellow canines, How have you been? I’m happy to report that I am better than ever! My owner got me some GOOOOD FOOD and I have been chasing cats and pooing in the park like pup – I highly recommend you get yourself some…

  7. Valuable Content • The greatest dog parks in the city • Dog training tips • Which dog suites your family • A dog or another child – the big choice • Dogs that get along with small children • Canine nutrition

  8. The Evolution of Content Type Effect

  9. Content Expectations How do we create content that is: • Original • Provides value • Is accessible and easy to find • Is ranked high on Google AND • Speaks our brand values and language • Sells, creates leads and shows ROI

  10. Content Marketing & Content Strategy

  11. Content Marketing | Content Strategy How the content you produce supports your marketing efforts – Build relationships The creation, publication, and management of useful content - Create content platforms

  12. Content Marketing | Content Strategy Look Out Think about your audiences and what they need: • 10 tips • Best practices etc. Create content that: helps them Look In Think about yourself, what you are capable of and what you want to say: • Your resources • Your differentiators Create platforms that: will serve you

  13. Content is not an abstract paining

  14. In this very competitive world… Where we are all inundated with information… No time… Less patience….

  15. How do we produce varied marketing material that allows us to honestly say: Our marketing material is useful and effective!

  16. Messaging Platform A tool to help you organize your corporate messages

  17. Who are we talking to?What do we tell them? And where will it be seen?

  18. Why do we need a messaging platform? In order to make your brand stand out over the ‘noise’, your marketing messages must be: Clear Consistent Relevant

  19. Clear So they are easy to grasp Consistent To create consistency across the organization / brand Relevant To hold the readers attention

  20. Who are we talking toWhat do we tell them and Where will it be seen

  21. Who are we talking to?

  22. Who are we talking toWhat do we tell them And where will it be seen

  23. What do we tell them?

  24. What we give What you get The Company The Product What do we tell them?

  25. Prioritization

  26. Who are we talking to What do we tell them And where will it be seen

  27. Where will it be published?

  28. Messaging Platform: Who are we talking to What do we tell them Where will it be seen

  29. Important to remember: Not all the messages in the platform need to appear in all of your content. BUT, all of the messages found in your content should be in the platform.

  30. Tying together the in’s and out’s • Product: Dog food • Desired message: We have 10 different vitamins in our dog food = healthier choice • Client: Dog owners • Content format: Tips and advise blog • Post name: Raising a healthy dog • Post topics: Exercise, time outdoors, canine relationships, human companionship, healthy food, plenty of vitamins…. Give value and weave in your marketing messages

  31. "The goal is not to be good at content marketing, the goal is to be good at business because of content marketing."  - Jay Baer, Best-Selling Author & Content Marketing Expert

  32. Thank You m@wir.co.il 054-572-0708 www.writeitright.co.il

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