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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 e...
Oh... and I made this
Content, not ads
Chapters, not
matching luggage
Social networks
 plus websites
“Alright,
internet dude,
enough talk
about the
future.”
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,...
B2B Marketing Tactics 2009
              Source: Marketing Profs & Forrester
Ta tic g ne tingle d
  c s e ra        as
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)




        “Content may be delivered via
     any medium such...
content sparks
conversation
becomes content
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/Jan...
Step 3.




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

and        • Joins


measure    • Subscribes
           • Registers

‘end   ...
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
Step 7.

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

               Common Tactics
   Creators
               Outreach to bloggers
    ...
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. Use...
Headlines

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




          Work out how to
          persuade
Design Patterns
Key, comparative benefit claim


                                              Social proof, performance proof



        ...
Expert proof &
                             quotes




                         Second call to action for
                ...
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’ m...
Questions?


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


   Free SEO e-book from Glenn Murray ...
Key, comparative benefit claim Social
Key, comparative benefit claim Social
Key, comparative benefit claim Social
Key, comparative benefit claim Social
Key, comparative benefit claim Social
Key, comparative benefit claim Social
Key, comparative benefit claim Social
Key, comparative benefit claim Social
Key, comparative benefit claim Social
Key, comparative benefit claim Social
Key, comparative benefit claim Social
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Key, comparative benefit claim Social Content That Converts

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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

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