How to Create Content - prepared for AIESEC Canada National Congress 2014

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Creating a Content Strategy
The heart of Inbound Marketing that drives the
generation of leads + customers.

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Goal: To create a content
strategy to fuel your inbound

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“Marketers are always thinking..
“content. content. content.”

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Content:
1. Purpose
2. Format
3. Topic

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Content Formats:
!
1. Case Studies
2. Videos
3. Infographics
4. Blog Posts
5. eBooks
6. Templates
7. Research Reports
8. Checklists
9. Webinars
10. Whitepapers
11. Slideshare Decks
12. Be creative!

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“So. .what do I write?!”
Reference buyer personas
and the customer journey

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“I really need to get
my life together..job?”
!
“I’m graduating soon..
what’s next?!”
!
“Where am I going to
make new friends on
campus?”

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“I really need to get
my life together..job?”
!
“Which organization
on campus should I
join?”
“I’m graduating soon..
what’s next?!”
!
“Where am I going to
make new friends on
campus?”
!
“I want to travel.”
“Should I go abroad,
or stay here?”
!
“Where can I go
abroad and what kind
of opportunities?”

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“I really need to get
my life together..job?”
!
“Which organization
on campus should I
join?”
“I’m graduating soon..
what’s next?!”
!
“Where am I going to
make new friends on
campus?”
!
“I want to travel.”
“Should I go abroad,
or stay here?”
!
“Where can I go
abroad and what kind
of opportunities?”
“Should I go on that
internship in Eastern
Europe?”
!
“Which portfolio
should I join?”
!
“What type of
internship relevant to
my future should I
do?”

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Content should always help
move people {personas}
across the buying process

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BIG THEMES:
1. Youth Employability and Unemployment
2. Skills and Leadership Development
3. Internationalism and Globalization
4. Job Opportunities
5. Youth Development
6. Internships

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Content Blocks:
1. AWARENESS
2. CONSIDERATION
3. DECISION

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Content exists in everything.
— you just need to know how to tease it out

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Types of Content:

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“Lists”
ex:
- 10 ways on how to grow up
- 5 common mistakes made when travelling
- Top 5 lessons of young travellers abroad
- 6 ways travelling will get you a job
- 20 must-do’s when travelling in South Asiia

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“How-To’s”
ex:
- How to get an awesome job abroad
- How to not be unemployed and broke
- How to become a debt-free student
- How to see the world on a budget
- How change your life by travelling

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“How-to-not”
ex:
- How to not suck at college
- How to not lose at life
- How to not get fired on your first real job
- How to not get jet-lag
!

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“Guides”
Your content should help answer questions
your customers {personas} may have.
!
Ex:
- How to convince your parents about working
abroad
- How to get paid to see the world

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“Video”
Videos are the highest engagement form of
marketing — its the digital age. YouTube!
!
Ex:
- Are you emotionally connecting our products with the
people impacted?
- Are you documenting stories that evoke emotion?
!

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“Photo”
Photos are the centre piece of any visual
elements — a picture tells a thousand words.
!
Ex:
- Photos help convey your brand, emotions and the visual
storytelling
- Are you documenting stories that evoke emotion?
!

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Icebreaker

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Icebreaker
http://www.youtube.com/watch?v=IDJQOJCFPng

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Content Blocks:
1. AWARENESS
2. CONSIDERATION
3. DECISION

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Stop INTERRUPTING and
DEMANDING and instead provide
content that improves
somebody’s life — provide them
with content they can’t ignore.

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But I don’t have time to
create content..
- Make it a game [who gets the most
views, wins!]
- Translate the purpose and value of
content for your teams to understand
why anybody can contribute.
- Assign ownership

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Traffic:
Every visitor is a potential customer.
Strong branding and messaging help generate
quality leads. Amplified by sharability (viral)
Content engages visitors for conversion.

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Tips: Best Social Media
Engagement days:
Monday
Tuesday
Wednesday

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Content that helps students solves their
problems and see solutions.
Key Social Elements:
- Sharability (viral)
- Value Transfer
- Purpose
- Compelling and Emotional Connection

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Remember: Content for every stage

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Always ask yourself:
Would I spend my time reading this story?
If not - don’t post it.
Make it compelling. It should delight the
reader.