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Content is King

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The King’s Subjects are Demanding

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brought to you by…

Developing Real Business Content

Because we can’t all be Coca-Cola

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Kate MorrisPrincipal Consultantkate.morris@distilled.net

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I’ve worked with over 40 clients.

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What is Content?We are not just talking text.

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Text ContentStatic – Comments – Blog Posts – Reviews – Product Descriptions

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Images

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Video

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Sound

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Why Content?(What do I get from it spending my time and

resources on content development?)

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Traffic#1

253% Increase in

Traffic

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Social#2

1.75 million Facebook Likes

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Conversions

#3

47% Increase in Conversions

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Trust/Brand

#4

ClientCompetitorHead Term

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But …

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I have a boring industry/product/company.

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I don’t know what to write!

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Everything has been said/done.

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It’s too much WORK!

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Getting Past Writer’s BlockStep Away.

Ask your target market.

Say it again, but better.

There are no boring industries.

Running a successful business is hard work.

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Developing Content Ideas

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Define Your Audience

#1

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#1Personas

OR

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#1Example

The Independent

They are their own boss and help small businesses make it in the big bad world. They create business cards, logos, and pens for realtors. Their home is

their office, their pets or children are their co-workers. Inspiration is almost easy but resources are not. Time is seemingly available but in short

supply due to the nature of running their business.

Example CustomerDonna Camachowww.linkedin.com/pub/donna-camacho/6/a73/96b

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Know them all, focus on one at a

time.

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Define Your GoalsNo, really, this helps immensely with content.

#2

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$1 million in revenue by 2015Be the best place for the best people to work

Sell the technology/idea in 3 years

#2Goals

Company | Campaign | Website

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Sell 100,000 units in the first year.Get coverage in 5 publications.Get 10,000 likes on Facebook.

#2Goals

Company | Campaign | Website

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Increase visits by 50% over last year.Decrease overall site bounce rate by 10%.

Increase the conversion rate by 5% site wide.

#2Goals

Company | Campaign | Website

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Company: Grow global ** business to 100M usersCampaign: Drive brand and product awareness on the web.Website: Increase raw organic search visits by 25% YOY

**edited to protect the business identity

#2Example

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Brainstorming

#3

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“Ideas are like rabbits. You get a couple and learn how to handle them, and pretty soon you have a

dozen.”

John Steinbeck (1902-1968)

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Write Everything Down. Everything.

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Talk to others, you won’t come up with ideas on your own.

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Filtering

#4

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Adria Saracino@adriasaracin

o

#4Filtering

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Supporting Information

#5

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Check out your competitors and do better, or not at all.

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SocialAdvertising

Links

Press ReleasesPartnerships

Users

#5Competitors

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Find Your OwnDatabases, Survey, Testing, Interviews

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Measure Success

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Start with your goals.

Measure

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Do Things that Impact Your Goals First

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Not all content is measured the same.

Measure

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Content Type Key MetricsProduct/Service Pages Conversions, Visits, Bounce RateBlog Posts Comments, Shares, VisitsOther Resources (Case Studies, Reports)

Links, Visits, Shares, Downloads

Videos Plays, Shares, EmbedsWebinars Attendees, Downloads, Views, SharesPress Releases Total Clips (stories), Visits from storiesImages Shares, Bounce RateJob Pages Visits, Conversion (applications)About Company Visits, Conversion (contact form)Contest Pages Conversions (Sign up, Sales, Coupon Use)

Measure

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Thank You Questions?