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10 ridiculously
simple steps to
making money
 with content
... with a handful of numbers,
quotes and diagrams thrown in
       at no additional cost
But first...
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
Oh... and I made this
Content That Converts
Content That Converts
Content, not ads
Chapters, not
matching luggage
Social networks
 plus websites
Content That Converts
“Alright,
internet dude,
enough talk
about the
future.”
Content That Converts
Content That Converts
Source: Hitwise – website visits - week ending 02/05/2009
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
B2B Marketing Tactics 2009
              Source: Marketing Profs & Forrester
Ta tic g ne tingle d
  c s e ra        as
Content That Converts
But what is
content?
If Wikipedia
  says it is,
so it must be
“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)
http://en.wikipedia.org/wiki/Content_(media_and_publishing)




        “Content may be delivered via
     any medium such as the internet,
                television, and audio CDs,
as well as live events such as conferences
                  and stage performances.”
content sparks
conversation
becomes content
Content That Converts
The Workout:
10 simple steps to cracking
      sweet-as content
Step 1.

 Work out
     your
marketing
challenges
Step 2.




Work out who’s worth what to you
http w .s
    ://w w nitke o
                r.c m
Personas
Great persona examples
and discussion can be
found in this Slideshare
presentation:
http://www.slideshare.net/JaneFloyd
Step 3.




Work out what a ‘conversion’
       means to you
Think      • Downloads
           • Requests

and        • Joins


measure    • Subscribes
           • Registers

‘end       • Calls


actions’   • Watch, listen
Content That Converts
Step 4.

 Work out
what you’re
      about
Looking for myself online
http://google.com/adwords
http://www.google.com/insights/
http://www.new.facebook.com/lexicon
http://www.taggalaxy.de
http://www.tweetcloud.com
http://www.tagcrowd.com
http://www.delicious.com
http://www.spezify.com
http://www.socialmention.com
http://blogsearch.google.com
http://www.digg.com
http://www.technorati.com
http://www.twendz.com
Step 5.

  Work out
  what your
competition
    is up to
http://google.com/adwords
http://www.quarkbase.com
http://www.spyfu.co
Step 6.

Work out
where
the
people
are
Content That Converts
Step 7.

Work out
     how
 they are
    where
  they are
Forrester Social Technographics Ladder

               Common Tactics
   Creators
               Outreach to bloggers
               Contests to solicit content
               Encourage spoofing

   Critics
               Solicit comments
               Encourage voting
               Social bookmarking
               Encourage forward to friend
  Collectors
               Offer RSS feeds
               Snaggable Widgets
               Download Podcasts
   Joiners     Viral videos/websites


               Create groups & communities
               Social applications
  Spectators

               Portable, original content
               Optimize content findability

   Inactives


                                              Source: www.forrester.com/Groundswell/profile_tool.html
Step 8.

Work out
  how
 to get
  their
attention
Thinking like a blogger
    1. Periodic hero content
      2. Snappy headlines
         3. Easy to scan
            4. Useful
    5. Promote your content
6. Validate other content creators
       7. Lateral thoughts
Headlines

Number + Adverb + Adjective
+ Topic + Focus + Benefit/Effect
Content That Converts
Step 9.




          Work out how to
          persuade
Design Patterns
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
Expert proof &
                             quotes




                         Second call to action for
                              scrollers


                         Social proof:               Social proof: online
Social proof: types of   recommendation              chatter
use, credibility
Step 10.

Work out
   your
     ask
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
Questions?


mark.pollard@mccann.com.au
       @markpollard
   www.markpollard.net


   Free SEO e-book from Glenn Murray at
   Divine Write valued at $79.95
   http://www.divinewrite.com/ADMA
Content That Converts

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