3. 3
START WITH THE END IN MIND
WHERE DO
YOU WANT
TO GO?
ACTIVITIES THAT CONTRIBUTE TO THE CLIENT’S
DESIRED RESULTS ARE THE ONES THAT SHOULD
HAVE THE HIGHEST PRIORITY.
FOR SOME CLIENTS, SUCCESS MAY BE SITE TRAFFIC, FOR
OTHERS IT MAY BE SALES AND FOR OTHERS IT MAY BE
WINNING AWARDS.
UNDERSTAND THE CRITERIA EACH CLIENT WILL JUDGE
CONTENT PERFORMANCE AGAINST.
4. 4
START WITH THE END IN MIND
IS IT WORTH
THE JOURNEY?
WHAT WILL YOUR AUDIENCE FIND WHEN THEY GET
TO YOUR TARGET PAGE?
THERE IS NO POINT IN INVESTING IN PROMOTION
UNLESS YOUR CONTENT IS AMAZING.
IF YOU WANT YOUR VISITORS TO RETURN, YOUR
CONTENT MUST DELIVER THE ANSWERS THEY NEED AND
EXCEED THEIR EXPECTATIONS OF USEFULNESS.
5. 5
AWESOME CONTENT
FROM: https://fizzle.co/sparkline/write-epic-shit
WRITE EPIC SHIT
ONLY AFTER YOU CREATE EPIC SHIT SHOULD YOU WORRY
ABOUT SHARING YOUR CONTENT WITH OTHER PEOPLE. ALL
THE PROMOTION IN THE WORLD WON’T MAKE YOUR SITE
POPULAR IF YOUR CONTENT SUCKS.
AND I DIDN’T SAY “WRITE MEDIOCRE SHIT.”
MEDIOCRE CONTENT IS ALL OVER THE WEB. DON’T
WASTE YOUR TIME OR OTHER PEOPLE’S TIME BY
WRITING THE SAME INANE CRAP THAT 10,000 OTHER
SITES HAVE ALREADY PUBLISHED.
WRITE THINGS THAT MAKE PEOPLE THINK.
INSPIRE PEOPLE. CHANGE LIVES. CREATE VALUE.
BLOW PEOPLE AWAY WITH YOUR USEFULNESS.
8. 8
EPIC CONTENT
MAKE SURE YOU’RE
WRITING FOR THE
RIGHT AUDIENCE
WOULD
YOU
YOUR FRIENDS
CO-WORKERS
FAMILY MEMBERS
CONTENT MARKETERS
THE CLIENT
THE CLIENT’S INDUSTRY PEERS
READ THIS?
9. EPIC CONTENT
MAKE SURE YOU’RE
WRITING FOR THE
RIGHT AUDIENCE
IS THE WRONG QUESTION
SO WHAT’S THE RIGHT QUESTION?
10. 10
EPIC CONTENT
MAKE SURE YOU’RE
WRITING FOR THE
RIGHT AUDIENCE
WOULD MY
INTENDED AUDIENCE
READ THIS?
11. 11
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
THE BASICS
GOAL OF THIS PIECE
TARGET AUDIENCE
TAKE-AWAYS
SUPPORTING POINTS
TONE OF VOICE
BRAND GUIDELINES
THE EXTRA MILE
HOME RUN
PSYCHOGRAPHICS
HEARTSTRINGS
TWEETABLE INSIGHT
CLEAR WORLD VIEW
STORY ARC
BE EPIC
THE SPECIFIC ACTION YOU WANT
YOUR AUDIENCE TO TAKE.
TELL YOUR WRITER:
12. 12
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
WHAT A HOME RUN LOOKS LIKE
YOU WANT THIS WORK TO BE THE STAND-OUT
CONTENT ABOUT THIS SUBJECT. AND NOT JUST ON
YOUR SITE, IT SHOULD BE THE BEST PIECE OF
CONTENT ABOUT THIS SUBJECT ON THE ENTIRE
INTERNET.
BECAUSE THAT’S WHO THE COMPETITION IS.
TELL YOUR WRITER:
13. 13
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
AUDIENCE PSYCHOGRAPHICS
DEMOGRAPHICS ARE A GOOD TOOL FOR HELPING
YOU UNDERSTAND WHAT YOUR AUDIENCE LOOKS
LIKE AND WHERE THEY ARE.
PSYCHOGRAPHICS FOCUS ON WHAT THEY THINK
AND WHY THEY THINK IT; WHAT THEY LOVE,
WHAT THEY HATE, WHAT MAKES THEM HAPPY OR
SAD.
TELL YOUR WRITER:
14. 14
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
PLAY THOSE HEARTSTRINGS
WE KNOW WHAT WE WANT THE AUDIENCE TO
THINK WHEN THEY CONSUME OUR CONTENT, BUT
HOW DO WE WANT THEM TO FEEL? ANGRY?
HOPEFUL? ENVIOUS? FOMO?
PEOPLE MAKE CHOICES EMOTIONALLY, SO APPEAL
TO THE ONES THAT WILL MAKE THEM REMEMBER
YOUR CONTENT.
TELL YOUR WRITER:
15. 15
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
ONE TWEETABLE INSIGHT
CAN YOU CONDENSE YOUR CONTENT INTO 140
CHARACTERS THAT PACK A PUNCH?
IF YOUR CONTENT HAS A SENTENCE THAT IS
TWITTER-READY, IT STANDS A MUCH BETTER
CHANCE OF BEING SHARED ON SOCIAL
PLATFORMS.
TELL YOUR WRITER:
16. 16
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
CLEAR WORLD VIEW
YOUR CLIENT HAS A BACKGROUND. THEY HAVE
OPINIONS AND BELIEFS. YOUR CONTENT SHOULD
HELP CUSTOMERS UNDERSTAND THE CLIENT’S
WORLD VIEW, AND ATTRACT THEIR TARGET
AUDIENCE.
NEUTRALITY IS AN OPTION, BUT IT CAN ALSO BE
BORING. AND FEW THINGS KILL CONTENT FASTER
THAN BORING.
TELL YOUR WRITER:
17. 17
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
WHAT’S THE STORY ARC
HOPEFULLY YOUR CONTENT IS PART OF A LARGER
STORY THAT YOU’RE TELLING FOR THE CLIENT.
LET YOUR WRITER KNOW HOW THIS PIECE FITS IN
TO THE OVERALL STORY AND HOW IT WILL LEAD
INTO OTHER PIECES.
THIS CAN ALSO HELP NARROW THE FOCUS OF THE
PIECE AND PREVENT THE CONTENT GOING ON
UNNECESSARY TANGENTS.
TELL YOUR WRITER:
18. 18
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
BE EPIC
SHOW THE WRITER WHAT’S OUT THERE. WHAT DO
YOU THINK WORKS IN THIS AREA AND WHY?
WHAT DOESN’T WORK, WHY IS SOME CONTENT ON
THIS SUBJECT BETTER THAN OTHERS?
TELL YOUR WRITER:
19. 19
EPIC CONTENT
ELEMENTS OF EPIC CONTENT
CLICKABLE HEADLINE
USEFUL INFORMATION
MEMORABLE IMAGES
IRRESISTABLE CALL TO ACTION
20. 20
EPIC CONTENT
CLICKABLE HEADLINE
IF NOBODY CONSUMES YOUR CONTENT, IT DOESN’T
MATTER HOW GOOD IT IS. ACCORDING TO ADVERTISING
GENIUS DAVID OGILVY ONLY 1 IN 5 PEOPLE WILL READ
BEYOND A HEADLINE, TITLE OR SUBJECT LINE.
MAKE YOUR HEADLINE ENTICING.
21. 21
EPIC CONTENT
USEFUL INFORMATION
SOLVE A PROBLEM, PROVIDE ANSWERS, SIMPLIFY A
COMPLEX ISSUE. IF YOUR CONTENT ISN’T USEFUL IT ISN’T
EPIC. IT ALSO ISN’T VALUABLE. ORGANIZE YOUR
INFORMATION INTUITIVELY, USING AN OUTLINE, A
BULLETED LIST, OR INFOGRAPHIC.
SOLVE THEIR PROBLEM USING THEIR LANGUAGE.
22. 22
EPIC CONTENT
MEMORABLE IMAGES
INCLUDE IMAGES THAT ENHANCE YOUR WORK AND MAKE
IT MEMORABLE. CONTENT WITH GREAT IMAGES VS.
WRITTEN CONTENT WITH NO IMAGE INCREASES MEMORY
RETENTION FROM 10 PERCENT TO 65 PERCENT.
IMAGES MAKE YOUR STORY MEMORABLE.
23. 23
EPIC CONTENT
IRRESISTABLE CTA
MAKE YOUR CALL TO ACTION RELEVANT TO THE PROBLEM
THEY’RE TRYING TO SOLVE. MAKE IT URGENT - TIME OR SUPPLY
LIMITED. BE ENTICING - TRIGGER EMOTIONAL FEEL-GOOD
RESPONSES FOR ENGAGING.
REMOVE UNNECESSARY BARRIERS TO ENGAGEMENT
25. 25
THE CRAAP TEST
DOES YOUR CONTENT PASS THE CRAAP TEST?
CURRENCY | RELEVANCY | AUTHORITY | ACCURACY | PURPOSE
26. 26
CURRENCY
THE CRAAP TEST
CURRENCY
IS THIS INFORMATION CURRENT?
DOES MY WORK REFLECT CURRENT
THINKING/ATTITUDES/BEST PRACTICES?
AM I USING “EVERGREEN” AS AN EXCUSE TO
AVOID RESEARCH?
ARE MY RESEARCH SOURCES STILL VALID
AND CREDIBLE?
27. 27
RELEVANCY
THE CRAAP TEST
RELEVANCY
IS THIS INFORMATION RELEVANT?
DOES MY ARTICLE ADDRESS THE PROBLEM OR
ANSWER THE QUESTION? DOES IT DELIVER WHAT MY
HEADLINE PROMISES?
IS MY LANGUAGE AND INFORMATION APPROPRIATE
FOR MY INTENDED AUDIENCE?
WHAT DO OTHER SITES INCLUDE? DID I MISS
ANYTHING THAT WOULD MAKE THIS PIECE EVEN
MORE USEFUL?
28. 28
AUTHORITY
THE CRAAP TEST
AUTHORITY
IS THIS INFORMATION AUTHORITATIVE?
DO MY SOURCES HAVE AN AGENDA? DO I?
ARE MY SOURCES CREDIBLE AND QUALIFIED?
IS MY INFORMATION VERIFIABLE?
DOES MY USE OF LANGUAGE INDICATE AN
APPROPRIATE LEVEL OF CONFIDENCE IN THE
INFORMATION?
29. 29
ACCURACY
THE CRAAP TEST
ACCURACY
IS THIS INFORMATION ACCURATE?
HAVE I VERIFIED THE INFORMATION I’M
PRESENTING?
AM I PRESENTING FACTS OR OPINIONS?
IS MY LANGUAGE AND GRAMMAR CORRECT
AND UNAMBIGUOUS?
30. 30
PURPOSE
THE CRAAP TEST
PURPOSE
IS THIS INFORMATION USEFUL?
WHY AM I PRODUCING THIS CONTENT ANYWAY?
DOES IT DO WHAT IT’S SUPPOSED TO?
DO I HAVE BIASES THAT ARE EVIDENT IN MY
RESEARCH METHODS OR IN MY CONTENT?
33. 33
DISTRIBUTION
TARGET AUDIENCE:
HOUSEWIVES, MAID SERVICES
WHO ARE YOUR CUSTOMERS?
THIS HOUSEHOLD CLEANING PRODUCT IS AN OFF-WHITE NON-CRUMBLING
COMPOUND THAT REMOVES STAINS FROM WALLPAPER AND PAINTED WALLS.
YOUR CLIENTS PROBABLY KNOW
WHICH CONSUMERS THEY WANT TO
TARGET
34. 34
DISTRIBUTION
WHO ARE YOUR CUSTOMERS?
WHEN WIPE-CLEAN VINYL WALLPAPER
BECAME POPULAR IN THE 1950s, KUTOL
WALL CLEANER SALES FELL.
BUT ONE UNEXPECTED GROUP OF
CUSTOMERS STILL PURCHASED THE
PRODUCT.
35. 35
DISTRIBUTION
WHO ARE YOUR CUSTOMERS?
IT TURNS OUT THAT KUTOL WAS A BIG HIT
WITH SCHOOLS AND CHILDREN.
SO KUTOL REMOVED THE DETERGENTS FROM
THE COMPOUND AND REBRANDED IT.
36. 36
DISTRIBUTION
WHY DOES THE KUTOL STORY MATTER?
YOUR CLIENT MIGHT KNOW WHO THEIR
PRODUCT IS AIMED AT.
BUT THEY MIGHT NOT BE AWARE OF SOME OF
THE CUSTOMERS THEY ALREADY HAVE.
37. 37
DISTRIBUTION
SO IF YOU HAVE A PLUMBER WHO WANTS TO GET
THE WORD OUT ABOUT DEALING WITH BURST PIPES
IN THE WINTER, THE CONTENT MIGHT BETTER BE
SERVED BY ADDRESSING HOW BURST PIPES IMPACT
CARING FOR YOUR KIDS AND PLACED ON A
PARENTING WEBSITE.
THE TRUTH IS THAT MOST OF YOUR CUSTOMERS ARE
NOT SPENDING TIME READING BLOGS ABOUT
PLUMBING. THE GOAL IS TO GET YOUR CLIENT’S
CONTENT IN THE PLACES THE CUSTOMERS ARE
SPENDING TIME.
…AND WHERE ARE
YOUR CUSTOMERS?
38. 38
DISTRIBUTION
YOUR BUYER PERSONAS SHOULD HELP YOU
DETERMINE WHO YOUR CUSTOMERS ARE,
WHERE THEY SPEND THEIR TIME ON AND
OFFLINE AND WHAT PROBLEMS YOU CAN HELP
THEM TO SOLVE.
A GREAT PERSONA CAN’T BE GUESSED AT. IF
DATA IS AVAILABLE OR ACQUIRABLE IT IS FAR
MORE VALUABLE THAN A LIST OF
ASSUMPTIONS.
…AND WHERE ARE
YOUR CUSTOMERS?
40. 40
DISTRIBUTION
OWNED MEDIA EARNED MEDIA PAID MEDIA
WEBSITES
LANDING PAGES
SOCIAL PROPERTIES
NEWSLETTERS
SHARES
SOCIAL SHARING
REVIEWS
PAY-PER-CLICK
DISPLAY ADS
SOCIAL ADS
RETARGETING
WHAT KIND OF MEDIA IS CONTENT?
42. 42
INTEGRATED MARKETING
ORGANIC
VS.
PAID
ORGANIC REACH ON SOCIAL NETWORKS IS
SHRINKING AS THE PLATFORMS FIND WAYS TO
EXPLOIT AND MONETIZE THEIR USERS.
ACCORDING TO A STUDY BY SOCIAL@OGILVY IN FEBRUARY
2014, AVERAGE REACH FOR A BRAND’S ORGANIC POSTS IS
ONLY 6 PERCENT OF TOTAL AUDIENCE, DOWN FROM 12
PERCENT IN OCTOBER 2013.
MEANWHILE, PAID PROMOTION WILL PUT YOUR
CONTENT IN FRONT OF AS MANY PEOPLE AS YOU PAY
TO BE IN FRONT OF.
43. 43
INTEGRATED MARKETING
DID YOU KNOW?
THE DISTANCE FROM ATLANTA TO NEW YORK IS ABOUT
865 MILES.
IN ORDER TO GET OFF THE GROUND, A 737 MAKING THIS
FLIGHT USES 25 PERCENT OF ITS FUEL IN THE FIRST FIVE
MILES OF THE JOURNEY.
PAID PROMOTION OF YOUR BEST CONTENT GETS IT OFF
THE GROUND, AFTER THAT IT WILL FLY ALL BY ITSELF.
IF IT DOESN’T, IT WASN’T YOUR BEST CONTENT.
44. 44
INTEGRATED MARKETING
TIPS FOR BETTER
COLLABORATION
YOUR CLIENT’S SOCIAL MEDIA CONTENT CALENDAR IS AN
IMPORTANT TOOL FOR CONTENT MARKETERS. MAKE SURE
THE TEAM MANAGING SOCIAL PROMOTION IS AWARE OF
HIGH PRIORITY/HIGHLY SHAREABLE CONTENT SO IT CAN BE
PROPERLY PROMOTED..
BOTH PAID SOCIAL AND PAID SEARCH MAY NEED IMAGE
ASSETS TO USE IN PROMOTING YOUR CONTENT. WORK
WITH GRAPHIC DESIGNERS TO MAKE SURE ALL THE
REQUIRED ASSETS ARE AVAILABLE.
45. 45
INTEGRATED MARKETING
TIPS FOR BETTER
COLLABORATION
WORK ACROSS FUNCTIONS TO FIGURE OUT WHAT KIND OF
PROMOTION WILL BENEFIT YOUR CONTENT THE MOST, AND
EXPLORE HOW TO MAKE THAT HAPPEN.
NOT ALL CONTENT WILL NEED OR GET A LIFT FROM PAID
PROMOTION. THIS WILL DEPEND, IN PART, ON THE
OVERALL PRIORITIES OF THE SOCIAL STRATEGY AND HOW
SPECIFIC CONTENT FITS IN WITH THAT.
46. 46
AMPLIFICATION TACTICS
AMPLIFICATION
TACTICS
MENTION INFLUENCERS, COMPANY SITES AND PAGES
GIVE INFLUENCERS SOMETHING VALUABLE FOR THEIR AUDIENCE
ASK INFLUENCERS TO CONTRIBUTE
TAKE THE BEST OF WHAT’S OUT THERE AND BUILD ON IT
TRANSFORM GREAT CONTENT INTO SHAREABLE PIECES
47. 47
AMPLIFICATION TACTICS
AMPLIFICATION
TACTICS
ENGAGE WITH COMMUNITIES, BUT BE AUTHENTIC
MAKE YOUR CONTENT EASY TO QUOTE AND IT WILL BE QUOTED
GET YOUR CONTENT IN NEW MARKETS USING NATIVE ADVERTISING
SPEND LESS TIME CREATING AND MORE TIME PROMOTING
PROVIDE BONUS CONTENT FOR READERS WHO SHARE
49. 49
MEASURE
REMEMBER:
WHAT GETS MEASURED
IS WHAT GETS DONE
IF RESULTS ARE BEING MEASURED, ACTIVITIES THAT
CONTRIBUTE TO THOSE RESULTS ARE THE ONES
THAT TAKE THE GREATEST PRIOTITY.
EACH CLIENT MAY HAVE DIFFERENT DEFINITIONS OF
SUCCESS. FOR SOME IT MAY BE SITE TRAFFIC, FOR
OTHERS IT MAY BE SALES AND FOR OTHERS IT MAY BE
WINNING AWARDS.
UNDERSTAND THE CRITERIA EACH CLIENT WILL JUDGE
CONTENT PERFORMANCE AGAINST.
51. 51
MEASURE
IF YOU DON’T USE ANALYSIS TO
UNDERSTAND AND CONTEXTUALIZE
HOW SUCCESS HAPPENED, YOU WILL
NEVER BE ABLE TO REPEAT THOSE
SUCCESSES, OR REPLICATE THEM FOR
OTHER CLIENTS.
CONTEXT IS IMPORTANT.
52. 52
MEASURE
USE IT.
IMPROVE IT.
LOSE IT.
IF YOU HAVE A PIECE OF CONTENT THAT CONSISTENTLY
CONVERTS, USE IT OFTEN.
USE INTERNAL LINKS, BACKLINKS AND PROMOTE IT.
IF YOUR CONTENT HAS HIT-AND-MISS SUCCESS WITH
CONVERSIONS, OPTIMIZE IT AND A/B TEST TO IMPROVE
CONSISTENCY OF CONVERSIONS.
IF YOUR CONTENT NEVER CAUSES CONVERSIONS,
DETERMINE WHETHER YOU INTENDED IT TO CREATE
CONVERSIONS. IF YOUR CONTENT ISN’T PERFORMING AS
EXPECTED, ASSESS WHETHER IT SHOULD EVEN BE ON THE
SITE.
54. 54
SUMMARY – EPIC CONTENT
CREATE EPIC CONTENT THAT YOUR AUDIENCE WANTS TO CONSUME
AND SHARE.
SUBJECT YOUR CONTENT TO THE CRAAP TEST.
INTERNET TROLLS WON’T GIVE YOUR CONTENT THE BENEFIT OF THE
DOUBT; YOU SHOULDN’T EITHER.
DEFINE YOUR AUDIENCE.
DON’T GUESS AT WHO THEY ARE IF DATA IS AVAILABLE.
GIVE YOUR WRITERS MORE TO GO ON.
LET THEM KNOW WHAT THE AUDIENCE LOVES AND HATES.
GIVE THE AUDIENCE A CLICKABLE HEADLINE, USEFUL INFORMATION,
MEMORABLE IMAGES AND AN IRRESISTABLE CALL TO ACTION.
55. 55
SUMMARY – DISTRIBUTION AND PROMOTION
AMPLIFY YOUR CONTENT THROUGH COMPANIES AND
INDIVIDUALS.
REWARD CONSUMERS WHO AMPLIFY YOUR CONTENT.
PUT YOUR CONTENT WHERE YOUR AUDIENCE IS.
USE TOOLS AND PLATFORMS THAT EXPAND YOUR REACH,
INTRODUCE NEW AUDIENCES TO YOUR CONTENT AND
CROSS INTO MARKETS YOUR CONTENT WOULDN’T
ORDINARILY FIND.
56. 56
SUMMARY – MEASUREMENT
ANALYSE THE RESULTS AND PUT THEM IN CONTEXT.
MEASURE THE RESULTS THAT ARE IMPORTANT TO YOUR
CLIENT.
ASK WHY YOUR CONTENT ACHIEVED THE RESULTS IT
ACHIEVED. LOOK FOR PATTERNS.
USE YOUR ANALYSIS TO REFINE EXISTING CONTENT AND
IMPROVE FUTURE CONTENT. USE IT, IMPROVE IT, OR LOSE
IT.
57. 57
ABOUT ME
I’M DUNCAN CONNOR.
I DO CONTENT, CONTENT MARKETING, CONVERSION
COPYWRITING AND DABBLE IN SEO.
EMAIL ME IF YOU WANT TO PLAY IN TRAFFIC.
Notas del editor
CONTENT MARKETING OVERVIEW presentation by Duncan Connor
ASK: WHAT COMPLETES THIS SENTENCE?
IT’S VITAL THAT YOU UNDERSTAND YOUR CLIENT’S GOALS.
IF YOU CREATE A CAMPAIGN TO INCREASE PAGEVIEWS WHEN WHAT THEY WANT IS TO INCREASE FORMFILLS, YOUR CAMPAIGN MIGHT INCREASE PAGEVIEWS BY 10,000 PERCENT.
BUT UNLESS IT ALSO INCREASES FORMFILLS, IT WILL BE A FAILURE.
DON’T DISAPPOINT YOUR AUDIENCE WITH WEAK CONTENT, THAT CAN TURN THEM OFF PERMANENTLY.
DON’T WASTE GOOD MONEY PROMOTING BAD CONTENT. DON’T WASTE TIME WRITING CONTENT IF YOU’RE NOT GOING TO PROMOTE IT.
THIS IS FROM FIZZLE.COM.
WE CAN’T ACHIEVE TRANSFORMATIVE RESULTS FOR CLIENTS UNLESS WE PRODUCE EPIC CONTENT.
THE INTERNET IS ALREADY FULL OF MEDIOCRE CONTENT, WE SHOULD DIFFERENTIATE OURSELVES BY PRODUCING EPIC CONTENT.
CONTENT MARKETING HAS THREE PHASES
THINK OF ANY PIECE OF WRITING YOU’VE RECEIVED FOR A CLIENT BLOG RECENTLY.
NOW ASK YOURSELF THIS QUESTION.
WHAT IS THE RIGHT QUESTION?
THINK OF ANY PIECE OF WRITING YOU’VE RECEIVED FOR A CLIENT BLOG RECENTLY.
NOW ASK YOURSELF THIS QUESTION.
WHAT IS THE RIGHT QUESTION?
THINK OF ANY PIECE OF WRITING YOU’VE RECEIVED FOR A CLIENT BLOG RECENTLY.
NOW ASK YOURSELF THIS QUESTION.
WHAT IS THE RIGHT QUESTION?
THE BASICS ARE SELF EXPLANATORY, BUT THE EPIC ARE…
HOME RUN – TELL THE WRITER THAT WE WANT THIS TO BE THE STAND-OUT PIECE OF CONTENT, NOT ONLY ON OUR SITE, BUT ON THE WEB FOR THIS KEYWORD.
PSYCHOGRAPHICS – WHAT DOES OUR PERSONA LOVE AND HATE? WHAT DO THEY BELIEVE IN?
HEARTSTRINGS – WE KNOW WHAT WE WANT THE PERSONA TO THINK; NOW WHAT DO WE WANT THEM TO FEEL?
TWEETABLE INSIGHT – A SHORT SENTENCE THAT NAILS THE PROBLEM OR SOLUTION. WHAT SINGLE THING SHOULD THEY REMEMBER FOREVER?
CLEAR WORLD VIEW – WHAT PERSPECTIVE ARE WE COMING OUT OF. WHO ARE WE, THE AUTHOR, AND WHY SHOULD ANYONE LISTEN?
STORY ARC – AS WE MOVE TOWARD PILLAR CONTENT, EACH PIECE OF CONTENT WILL BE PART OF A LARGER PIECE. LET YOUR WRITER KNOW HOW THIS PIECE FITS IN TO KEEP THEIR FOCUS APPROPRIATELY NARROW.
BE EPIC – WHAT’S OUT THERE THAT’S GOOD AND BAD? WHY IS SOME BETTER?
THE BASICS ARE SELF EXPLANATORY, BUT THE EPIC ARE…
HOME RUN – TELL THE WRITER THAT WE WANT THIS TO BE THE STAND-OUT PIECE OF CONTENT, NOT ONLY ON OUR SITE, BUT ON THE WEB FOR THIS KEYWORD.
PSYCHOGRAPHICS – WHAT DOES OUR PERSONA LOVE AND HATE? WHAT DO THEY BELIEVE IN?
HEARTSTRINGS – WE KNOW WHAT WE WANT THE PERSONA TO THINK; NOW WHAT DO WE WANT THEM TO FEEL?
TWEETABLE INSIGHT – A SHORT SENTENCE THAT NAILS THE PROBLEM OR SOLUTION. WHAT SINGLE THING SHOULD THEY REMEMBER FOREVER?
CLEAR WORLD VIEW – WHAT PERSPECTIVE ARE WE COMING OUT OF. WHO ARE WE, THE AUTHOR, AND WHY SHOULD ANYONE LISTEN?
STORY ARC – AS WE MOVE TOWARD PILLAR CONTENT, EACH PIECE OF CONTENT WILL BE PART OF A LARGER PIECE. LET YOUR WRITER KNOW HOW THIS PIECE FITS IN TO KEEP THEIR FOCUS APPROPRIATELY NARROW.
BE EPIC – WHAT’S OUT THERE THAT’S GOOD AND BAD? WHY IS SOME BETTER?
THE BASICS ARE SELF EXPLANATORY, BUT THE EPIC ARE…
HOME RUN – TELL THE WRITER THAT WE WANT THIS TO BE THE STAND-OUT PIECE OF CONTENT, NOT ONLY ON OUR SITE, BUT ON THE WEB FOR THIS KEYWORD.
PSYCHOGRAPHICS – WHAT DOES OUR PERSONA LOVE AND HATE? WHAT DO THEY BELIEVE IN?
HEARTSTRINGS – WE KNOW WHAT WE WANT THE PERSONA TO THINK; NOW WHAT DO WE WANT THEM TO FEEL?
TWEETABLE INSIGHT – A SHORT SENTENCE THAT NAILS THE PROBLEM OR SOLUTION. WHAT SINGLE THING SHOULD THEY REMEMBER FOREVER?
CLEAR WORLD VIEW – WHAT PERSPECTIVE ARE WE COMING OUT OF. WHO ARE WE, THE AUTHOR, AND WHY SHOULD ANYONE LISTEN?
STORY ARC – AS WE MOVE TOWARD PILLAR CONTENT, EACH PIECE OF CONTENT WILL BE PART OF A LARGER PIECE. LET YOUR WRITER KNOW HOW THIS PIECE FITS IN TO KEEP THEIR FOCUS APPROPRIATELY NARROW.
BE EPIC – WHAT’S OUT THERE THAT’S GOOD AND BAD? WHY IS SOME BETTER?
THE BASICS ARE SELF EXPLANATORY, BUT THE EPIC ARE…
HOME RUN – TELL THE WRITER THAT WE WANT THIS TO BE THE STAND-OUT PIECE OF CONTENT, NOT ONLY ON OUR SITE, BUT ON THE WEB FOR THIS KEYWORD.
PSYCHOGRAPHICS – WHAT DOES OUR PERSONA LOVE AND HATE? WHAT DO THEY BELIEVE IN?
HEARTSTRINGS – WE KNOW WHAT WE WANT THE PERSONA TO THINK; NOW WHAT DO WE WANT THEM TO FEEL?
TWEETABLE INSIGHT – A SHORT SENTENCE THAT NAILS THE PROBLEM OR SOLUTION. WHAT SINGLE THING SHOULD THEY REMEMBER FOREVER?
CLEAR WORLD VIEW – WHAT PERSPECTIVE ARE WE COMING OUT OF. WHO ARE WE, THE AUTHOR, AND WHY SHOULD ANYONE LISTEN?
STORY ARC – AS WE MOVE TOWARD PILLAR CONTENT, EACH PIECE OF CONTENT WILL BE PART OF A LARGER PIECE. LET YOUR WRITER KNOW HOW THIS PIECE FITS IN TO KEEP THEIR FOCUS APPROPRIATELY NARROW.
BE EPIC – WHAT’S OUT THERE THAT’S GOOD AND BAD? WHY IS SOME BETTER?
THE BASICS ARE SELF EXPLANATORY, BUT THE EPIC ARE…
HOME RUN – TELL THE WRITER THAT WE WANT THIS TO BE THE STAND-OUT PIECE OF CONTENT, NOT ONLY ON OUR SITE, BUT ON THE WEB FOR THIS KEYWORD.
PSYCHOGRAPHICS – WHAT DOES OUR PERSONA LOVE AND HATE? WHAT DO THEY BELIEVE IN?
HEARTSTRINGS – WE KNOW WHAT WE WANT THE PERSONA TO THINK; NOW WHAT DO WE WANT THEM TO FEEL?
TWEETABLE INSIGHT – A SHORT SENTENCE THAT NAILS THE PROBLEM OR SOLUTION. WHAT SINGLE THING SHOULD THEY REMEMBER FOREVER?
CLEAR WORLD VIEW – WHAT PERSPECTIVE ARE WE COMING OUT OF. WHO ARE WE, THE AUTHOR, AND WHY SHOULD ANYONE LISTEN?
STORY ARC – AS WE MOVE TOWARD PILLAR CONTENT, EACH PIECE OF CONTENT WILL BE PART OF A LARGER PIECE. LET YOUR WRITER KNOW HOW THIS PIECE FITS IN TO KEEP THEIR FOCUS APPROPRIATELY NARROW.
BE EPIC – WHAT’S OUT THERE THAT’S GOOD AND BAD? WHY IS SOME BETTER?
THE BASICS ARE SELF EXPLANATORY, BUT THE EPIC ARE…
HOME RUN – TELL THE WRITER THAT WE WANT THIS TO BE THE STAND-OUT PIECE OF CONTENT, NOT ONLY ON OUR SITE, BUT ON THE WEB FOR THIS KEYWORD.
PSYCHOGRAPHICS – WHAT DOES OUR PERSONA LOVE AND HATE? WHAT DO THEY BELIEVE IN?
HEARTSTRINGS – WE KNOW WHAT WE WANT THE PERSONA TO THINK; NOW WHAT DO WE WANT THEM TO FEEL?
TWEETABLE INSIGHT – A SHORT SENTENCE THAT NAILS THE PROBLEM OR SOLUTION. WHAT SINGLE THING SHOULD THEY REMEMBER FOREVER?
CLEAR WORLD VIEW – WHAT PERSPECTIVE ARE WE COMING OUT OF. WHO ARE WE, THE AUTHOR, AND WHY SHOULD ANYONE LISTEN?
STORY ARC – AS WE MOVE TOWARD PILLAR CONTENT, EACH PIECE OF CONTENT WILL BE PART OF A LARGER PIECE. LET YOUR WRITER KNOW HOW THIS PIECE FITS IN TO KEEP THEIR FOCUS APPROPRIATELY NARROW.
BE EPIC – WHAT’S OUT THERE THAT’S GOOD AND BAD? WHY IS SOME BETTER?
THE BASICS ARE SELF EXPLANATORY, BUT THE EPIC ARE…
HOME RUN – TELL THE WRITER THAT WE WANT THIS TO BE THE STAND-OUT PIECE OF CONTENT, NOT ONLY ON OUR SITE, BUT ON THE WEB FOR THIS KEYWORD.
PSYCHOGRAPHICS – WHAT DOES OUR PERSONA LOVE AND HATE? WHAT DO THEY BELIEVE IN?
HEARTSTRINGS – WE KNOW WHAT WE WANT THE PERSONA TO THINK; NOW WHAT DO WE WANT THEM TO FEEL?
TWEETABLE INSIGHT – A SHORT SENTENCE THAT NAILS THE PROBLEM OR SOLUTION. WHAT SINGLE THING SHOULD THEY REMEMBER FOREVER?
CLEAR WORLD VIEW – WHAT PERSPECTIVE ARE WE COMING OUT OF. WHO ARE WE, THE AUTHOR, AND WHY SHOULD ANYONE LISTEN?
STORY ARC – AS WE MOVE TOWARD PILLAR CONTENT, EACH PIECE OF CONTENT WILL BE PART OF A LARGER PIECE. LET YOUR WRITER KNOW HOW THIS PIECE FITS IN TO KEEP THEIR FOCUS APPROPRIATELY NARROW.
BE EPIC – WHAT’S OUT THERE THAT’S GOOD AND BAD? WHY IS SOME BETTER?
THE BASICS ARE SELF EXPLANATORY, BUT THE EPIC ARE…
HOME RUN – TELL THE WRITER THAT WE WANT THIS TO BE THE STAND-OUT PIECE OF CONTENT, NOT ONLY ON OUR SITE, BUT ON THE WEB FOR THIS KEYWORD.
PSYCHOGRAPHICS – WHAT DOES OUR PERSONA LOVE AND HATE? WHAT DO THEY BELIEVE IN?
HEARTSTRINGS – WE KNOW WHAT WE WANT THE PERSONA TO THINK; NOW WHAT DO WE WANT THEM TO FEEL?
TWEETABLE INSIGHT – A SHORT SENTENCE THAT NAILS THE PROBLEM OR SOLUTION. WHAT SINGLE THING SHOULD THEY REMEMBER FOREVER?
CLEAR WORLD VIEW – WHAT PERSPECTIVE ARE WE COMING OUT OF. WHO ARE WE, THE AUTHOR, AND WHY SHOULD ANYONE LISTEN?
STORY ARC – AS WE MOVE TOWARD PILLAR CONTENT, EACH PIECE OF CONTENT WILL BE PART OF A LARGER PIECE. LET YOUR WRITER KNOW HOW THIS PIECE FITS IN TO KEEP THEIR FOCUS APPROPRIATELY NARROW.
BE EPIC – WHAT’S OUT THERE THAT’S GOOD AND BAD? WHY IS SOME BETTER?
EPIC CONTENT INCLUDES THESE ELEMENTS.
THINK OF A PIECE OF CONTENT YOU LOVE AND THINK ABOUT HOW THESE ELEMENTS ARE INVOLVED.
EPIC CONTENT INCLUDES THESE ELEMENTS.
THINK OF A PIECE OF CONTENT YOU LOVE AND THINK ABOUT HOW THESE ELEMENTS ARE INVOLVED.
EPIC CONTENT INCLUDES THESE ELEMENTS.
THINK OF A PIECE OF CONTENT YOU LOVE AND THINK ABOUT HOW THESE ELEMENTS ARE INVOLVED.
EPIC CONTENT INCLUDES THESE ELEMENTS.
THINK OF A PIECE OF CONTENT YOU LOVE AND THINK ABOUT HOW THESE ELEMENTS ARE INVOLVED.
EPIC CONTENT INCLUDES THESE ELEMENTS.
THINK OF A PIECE OF CONTENT YOU LOVE AND THINK ABOUT HOW THESE ELEMENTS ARE INVOLVED.
APPLE OWN THE SMARTPHONE MARKET; NOT BY SELLING DOZENS OF MODELS, BUT BY DOING ONE THING SPECTACULARLY WELL.
DO YOU THINK THE IPHONE IS EPIC?
THE CRAAP TEST WAS DEVELOPED AT THE UNIVERSITY OF CALIFORNIA IN CHICO AS A GUIDE FOR STUDENTS TO USE WHEN SELECTING SOURCES FOR PAPERS.
LOOKING AT IT FROM THE OTHER SIDE, FROM A CONTENT PRODUCER WHOSE WORK CAN BE USED AS SOURCE MATERIAL, OUR CONTENT SHOULD PASS THE SAME TEST.
YOU NEED TO PUT YOUR CONTENT WHERE YOUR CUSTOMERS ARE, NOT TRY TO ATTRACT YOUR CUSTOMERS TO WHERE YOUR CONTENT IS. AT LEAST TO BEGIN WITH.
YOU’VE SPENT A LOT OF TIME AND EFFORT CREATING AN EPIC PIECE OF CONTENT. DON’T LET IT GO TO WASTE BY FAILING TO PROMOTE IT.
IN THE 1940s, KUTOL MADE A COMPOUND THAT WAS EXCELLENT AT TAKING STAINS OUT OF WALLPAPER AND FROM PAINTED WALLS. THEY THREW IT IN A CAN AND MADE A BUNCH OF MONEY FROM IT.
BUT IN THE 1950s, VINYL WALLPAPER, WHICH WIPED CLEAN, WAS A BIG DEAL, AND MADE THE PRODUCT OBSOLETE.
WHEN KUTOL FOUND OUT THAT KINDERGARTNERS WERE USING THE PRODUCT AS A RE-USABLE CLAY SUBSTITUTE, THEY REMOVED THE DETERGENT FROM THE MIXTURE AND REBRANDED. YOU KNOW IT AS PLAY-DOH. AND THEY MADE A BUNCH MORE MONEY.
SO WHY IS THIS IMPORTANT?
IN THE 1940s, KUTOL MADE A COMPOUND THAT WAS EXCELLENT AT TAKING STAINS OUT OF WALLPAPER AND FROM PAINTED WALLS. THEY THREW IT IN A CAN AND MADE A BUNCH OF MONEY FROM IT.
BUT IN THE 1950s, VINYL WALLPAPER, WHICH WIPED CLEAN, WAS A BIG DEAL, AND MADE THE PRODUCT OBSOLETE.
WHEN KUTOL FOUND OUT THAT KINDERGARTNERS WERE USING THE PRODUCT AS A RE-USABLE CLAY SUBSTITUTE, THEY REMOVED THE DETERGENT FROM THE MIXTURE AND REBRANDED. YOU KNOW IT AS PLAY-DOH. AND THEY MADE A BUNCH MORE MONEY.
SO WHY IS THIS IMPORTANT?
IN THE 1940s, KUTOL MADE A COMPOUND THAT WAS EXCELLENT AT TAKING STAINS OUT OF WALLPAPER AND FROM PAINTED WALLS. THEY THREW IT IN A CAN AND MADE A BUNCH OF MONEY FROM IT.
BUT IN THE 1950s, VINYL WALLPAPER, WHICH WIPED CLEAN, WAS A BIG DEAL, AND MADE THE PRODUCT OBSOLETE.
WHEN KUTOL FOUND OUT THAT KINDERGARTNERS WERE USING THE PRODUCT AS A RE-USABLE CLAY SUBSTITUTE, THEY REMOVED THE DETERGENT FROM THE MIXTURE AND REBRANDED. YOU KNOW IT AS PLAY-DOH. AND THEY MADE A BUNCH MORE MONEY.
SO WHY IS THIS IMPORTANT?
IN THE 1940s, KUTOL MADE A COMPOUND THAT WAS EXCELLENT AT TAKING STAINS OUT OF WALLPAPER AND FROM PAINTED WALLS. THEY THREW IT IN A CAN AND MADE A BUNCH OF MONEY FROM IT.
BUT IN THE 1950s, VINYL WALLPAPER, WHICH WIPED CLEAN, WAS A BIG DEAL, AND MADE THE PRODUCT OBSOLETE.
WHEN KUTOL FOUND OUT THAT KINDERGARTNERS WERE USING THE PRODUCT AS A RE-USABLE CLAY SUBSTITUTE, THEY REMOVED THE DETERGENT FROM THE MIXTURE AND REBRANDED. YOU KNOW IT AS PLAY-DOH. AND THEY MADE A BUNCH MORE MONEY.
SO WHY IS THIS IMPORTANT?
THE TRUTH IS THAT MOST OF YOUR CUSTOMERS ARE NOT SPENDING TIME READING BLOGS ABOUT PLUMBING. THE GOAL IS TO GET YOUR CLIENT’S CONTENT IN THE PLACES THE CUSTOMERS ARE SPENDING TIME.
SO IF YOU HAVE A PLUMBER WHO WANTS TO GET THE WORD OUT ABOUT DEALING WITH BURST PIPES IN THE WINTER, THE CONTENT MIGHT BETTER BE SERVED BY ADDRESSING HOW BURST PIPES IMPACT CARING FOR YOUR KIDS AND PLACED ON A PARENTING WEBSITE.
THE TRUTH IS THAT MOST OF YOUR CUSTOMERS ARE NOT SPENDING TIME READING BLOGS ABOUT PLUMBING. THE GOAL IS TO GET YOUR CLIENT’S CONTENT IN THE PLACES THE CUSTOMERS ARE SPENDING TIME.
SO IF YOU HAVE A PLUMBER WHO WANTS TO GET THE WORD OUT ABOUT DEALING WITH BURST PIPES IN THE WINTER, THE CONTENT MIGHT BETTER BE SERVED BY ADDRESSING HOW BURST PIPES IMPACT CARING FOR YOUR KIDS AND PLACED ON A PARENTING WEBSITE.
YOU’VE GOT YOUR CONTENT OUT THERE, SOME PEOPLE ARE SEEING IT. NOW HOW DO YOU EXPAND YOUR REACH AND GROW YOUR AUDIENCE?
WHERE DOES CONTENT LIVE? HOW ABOUT SEO?
HOW DO THESE KINDS OF MEDIA WORK TOGETHER?
WHAT KINDS OF CONTENT BENEFIT FROM PAID? WHICH ARE MORE LIKELY TO CREATE EARNED?
THIS TIES MEDIA TYPES TO CONTENT MARKETING EFFORTS.
WE CAN’T RELY ON POSTING SOMETHING ON A BLOG, LINKING IT ON FACEBOOK AND WATCHING THE PAGEVIEWS RACK UP.
EVEN THE BEST CONTENT – STUFF THAT CAN RUN ON ITS OWN – SOMETIMES NEEDS HELP GETTING ITS LEGS UNDER IT FIRST.
THIS IS NOT TO SAY THAT ORGANIC PROMOTION DOESN’T HAVE VALUE, IT DOES AND NOT ALL CONTENT NEEDS THAT BOOST FROM PAID.
PROMOTION SHOULD BE USED TO PUT YOUR CONTENT IN FRONT OF PEOPLE. AFTER THAT, THE CONTENT SHOULD KEEP GENERATING ITS OWN AUDIENCE, AND THEN THE PROMOTION CAN END.
DON’T WASTE TIME WRITING CONTENT IF YOU’RE NOT GOING TO PROMOTE IT IN SOME WAY. DON’T WASTE GOOD MONEY PROMOTING BAD CONTENT.
WORK ACROSS FUNCTIONS TO FIGURE OUT WHAT KIND OF PROMOTION WILL BENEFIT YOUR CONTENT THE MOST, AND EXPLORE HOW TO MAKE THAT HAPPEN.
NOT ALL CONTENT WILL END UP GETTING HELP FROM PAID PROMOTION. THIS WILL DEPEND, IN PART, ON THE OVERALL PRIORITIES OF THE SOCIAL STRATEGY AND HOW SPECIFIC CONTENT FITS IN WITH THAT.
DON’T WASTE TIME WRITING CONTENT IF YOU’RE NOT GOING TO PROMOTE IT IN SOME WAY. DON’T WASTE GOOD MONEY PROMOTING BAD CONTENT.
WORK ACROSS FUNCTIONS TO FIGURE OUT WHAT KIND OF PROMOTION WILL BENEFIT YOUR CONTENT THE MOST, AND EXPLORE HOW TO MAKE THAT HAPPEN.
NOT ALL CONTENT WILL END UP GETTING HELP FROM PAID PROMOTION. THIS WILL DEPEND, IN PART, ON THE OVERALL PRIORITIES OF THE SOCIAL STRATEGY AND HOW SPECIFIC CONTENT FITS IN WITH THAT.
THESE AMPLIFICATION TACTICS ARE DESIGNED TO GROW YOUR AUDIENCE. MANY OF THESE WILL IMPROVE HOW YOU ARE SEEN AS A THOUGHT-LEADER.
THESE AMPLIFICATION TACTICS ARE DESIGNED TO GROW YOUR AUDIENCE. MANY OF THESE WILL IMPROVE HOW YOU ARE SEEN AS A THOUGHT-LEADER.
THIS LOOKS FAMILIAR, RIGHT?
BY SETTING CLEAR EXPECTATIONS AT THE START, FIGURING OUT IF YOU WERE SUCCESSFUL IS MUCH EASIER.
MEASUREMENT ALONE HAS LIMITED VALUE.
WITHOUT ANALYSIS, UNDERSTANDING AND CONTEXTUALIZATION OF HOW THESE RESULTS HAPPENED, YOU WILL NEVER REPEAT SUCCESSES OR REPLICATE IT FOR OTHER CLIENTS.
MEASUREMENT ALONE HAS LIMITED VALUE.
WITHOUT ANALYSIS, UNDERSTANDING AND CONTEXTUALIZATION OF HOW THESE RESULTS HAPPENED, YOU WILL NEVER REPEAT SUCCESSES OR REPLICATE IT FOR OTHER CLIENTS.
DOES YOUR CONTENT CONVERT?
3. NOT ALL CONTENT IS DESIGNED TO GENERATE CONVERSIONS. JUDGING THIS KIND OF CONTENT BY CONVERSIONS WILL ALWAYS SHOW IT AS FAILING. THE QUESTION SHOULD BE: DID THIS CONTENT DO WHAT WE EXPECTED/DESIGNED IT TO DO?