4. 140 characters about me
Digital content-maker from way back (yes, the ‘90s)
living a hybrid life amongst brands, search engines,
social networks and websites.
I work here
I write here www.markpollard.net
I tweet here @markpollard
16. Some more numbers
Brand or channel unique audience:
Facebook 4,979,000
MySpace 2,179,000
Blogger 2,029,000
WordPress 832,000
Twitter 679,000
Bebo 543,000
Yahoo!7 Groups 391,000
Six Apart TypePad 326,000
Google Groups 266,000
LinkedIn 258,000
Source: Nielsen Online NetView, March 2009
22. “Content is information and
experiences that may provide value
for an end-user/audience in specific
contexts.”
http://en.wikipedia.org/wiki/Content_(media_and_publishing)
63. Key, comparative benefit claim
Social proof, performance proof
Plain English features - succinct
CTA: trial, 60 second sign-up
Shows me what I’m buying
Fights for credibility - Simple
logos
Social proof: from Video to linger & connect
Visuals for every benefit
respected companies
active in online
communities Relevance: types of firm
Relevance: types, scale of use
Empathy: Relates my
problem back to me
64. Expert proof &
quotes
Second call to action for
scrollers
Social proof: Social proof: online
Social proof: types of recommendation chatter
use, credibility
66. Step 1. Work out your marketing challenges
Step 2. Work out who’s worth what to you
Step 3. Work out what a ‘conversion’ means to you
Step 4. Work out what you’re about
Step 5. Work out what your competition is up to
Step 6. Work out where the people are
Step 7. Work out how they are where they are
Step 8. Work out how to get their attention
Step 9. Work out how to persuade
Step 10. Work out your ask
67. Questions?
mark.pollard@mccann.com.au
@markpollard
www.markpollard.net
Free SEO e-book from Glenn Murray at
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