How To Create And Share Content That Really Sells

HOW TO CREATE AND SHARE CONTENT

THAT REALLY SELLS !

Presented by Tim Fifield and Hannah Brookes !

25.04.14

HOW TO CREATE AND SHARE CONTENT THAT REALLY SELLS | Presented by Tim Fifield and Hannah Brookes | 25.04.14

GETTING TO KNOW YOU


SO, WHAT IS YOUR OBJECTIVE?


WHAT TODAY IS ALL ABOUT

INSPIRATION MOTIVATION IDEAS EDUCATION

SHARING FOCUS PLANNING ACTION


WHAT WILL WE LEARN TODAY?

Understanding the needs of your market

Writing effective copy that

motivates action

Understanding how Google uses your content

The importance of being “the

trusted expert”

Ten power words you MUST use

The unmitigated joy of Social Media and Blogging

Sharing some awesome

success stories

Applying all this and more to

your business


SO, WHAT IS ONLINE CONTENT?

WORDS IMAGES PHOTOS VIDEO

PODCASTS INFO- GRAPHICS ANIMATIONS SLIDESHOWS


WHO IS YOUR CONTENT FOR?

EXISTING CUSTOMERS

PROSPECTIVE CUSTOMERS INFLUENCERS PARTNERS /

AFFILIATES

POTENTIAL STAFF SUPPLIERS ? ?

YOUR

TURN


WHAT IS YOUR CONTENT FOR? !

TO START A RELATIONSHIP

TO GET A MEMBER/

SUBSCRIBER

ENCOURAGE OTHERS TO

SHARE YOUR STUFF

A NEWSLETTER SIGN UP

BOOK AN EVENT

TO INSPIRE COLLABORATION

TO BUILD TRUST AND

CONFIDENCE

TO MAKE A SALE

YOUR

TURN


HOW DO I DELIVER MY CONTENT?

YOUR WEBSITE BLOGS SOCIAL

MEDIA EMAIL

GOOGLE APPS OTHER WEBSITES SLIDESHARES


GUIDING PRINCIPALS FOR CONTENT

A I D A

ATTENTION INTEREST DESIRE ACTION


THE GOLDEN RULE OF EFFECTIVE CONTENT IS TO REMEMBER THAT…

!

“IT’S NOT ABOUT YOU”


THE GOLDEN RULE OF EFFECTIVE CONTENT IS TO REMEMBER THAT…

!

“IT’S ALL ABOUT THEM”


Who are your customers? Where do they hangout online / offline?

What are they looking for? Where do they currently buy? What are their “hot buttons”?

YOUR

TURN


THE SILVER RULES…YOUR

WEBSITE

MAKE IT PERSONAL

FOCUS ON BENEFITS

REMOVE NON-ESSENTIAL JARGON

REMEMBER WE ARE DRIVEN BY EMOTION

GOOGLE APPS OTHER WEBSITES SLIDESHARES


A GREAT EXAMPLE… !

[Horsham Fitness] !

YOUR

WEBSITE

http://www.horshamfitness.co.uk/


BLOGGING !

!

!

BLOGGING


BLOGS ARE SUPER BECAUSE…1. They can make you more visible in search engine results 2. They encourage people to talk about you elsewhere online 3. They can get you links 4. They help you become an authoritative voice in your industry 5. They invite feedback from your audience

BLOGGING


WHAT TO TALK ABOUT? !

or more importantly... !

WHAT DOES YOUR AUDIENCE WANT TO READ?

BLOGGING


WHAT TO TALK ABOUT?• Company News • Industry News • Events • New products • Tutorials • Product / service demonstrations • FAQs

BLOGGING


BLOGS SUCK BECAUSE...• They are time consuming • They are difficult if you don’t know what to say or how to

say it • They might not be relevant to your audience

BLOGGING


BE RESOURCEFUL WITH A RESOURCE

BLOGGING


RESOURCES ARE AWESOME BECAUSE...

BLOGGING

• They are less time consuming *in the long run* • They are long-lasting • They boost your online authority


BLOG CASE STUDY…BLOGGING

http://www.nigelsecostore.com/

http://www.nigelsecostore.com/


RESOURCE CASE STUDY…BLOGGING

http://www.aquilar.co.uk/blog/

http://www.aquilar.co.uk/blog/


LAST MINUTE TIPS!BLOGGING

• Sub-headings are your friends • Don’t forget: you are writing a blog post, not an essay • Add value with pictures, videos and links • Check your spelling! • Include a call to action at the end


VIDEO…why bother? !

1.8 Million Words That’s the value of one minute of video, according to

Dr. James McQuivey of Forrester Research.

VIDEO



100 Million That’s the number of Internet users who watch online video each day.

And a whole of them are looking to buy a service or product.

VIDEO



90% The percentage of online shoppers at a major retailer’s website who said they find

video helpful in making shopping and buying decisions.

VIDEO



80% According to the Online Publishers Association, that’s the percentage of Internet

users who recall watching a video ad on a website they visited in the past 30 days. It gets even better. Of that 80%, 46% took the following action:

- 26% looked for more information about the subject of the video - 22% visited the website named in the ad

- 15% visited the company represented in the video ad - 12% purchased the specific product featured in the ad

VIDEO



64% That’s how much more likely website visitors are to buy a product on an online

retail site after watching a video. !

In addition, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos, comScore says.

VIDEO



75% Do your email subscribers drop like flies? Eloqua, an automated email marketing provider, noted that including video in an introductory email reduced the number

of subscriber opt-outs by 75%. !

Maintaining that contact is a vital part of establishing a relationship with prospects.

VIDEO



15 seconds According to research conducted by Jun Group (2011), videos that are 15 seconds or shorter are shared 37 percent more often than those that last

between 30 seconds and 1 minute.

VIDEO


VIDEO…what will you do? !

VIDEO

http://vimeo.com/36258512





















TOP TIPS…VIDEO

• Make your title count • Provide excellent content • Include your URL in your video • Brand your video (use your logo) • Include a call to action • Think SERIES


SOCIAL MEDIA


Where is your audience and what do they want to hear about?


HOW FACEBOOK WORKS…


• Pictures and videos are more likely to cross the line than text updates

• Boosting posts pushes them across into more News Feeds

This costs money so use it for posts that will give you a return on your investment e.g. posts about new products, that include a link to your website, special offers etc.


• Short and snappy is better than long and boring

• Include calls to action •Ask questions • Plan and schedule non-reactive content • Check out your Insights • Test and measure!

MORE FACEBOOK TIPS


•@username – how you identify yourself. Also how people talk to you

• RT – posts a copy of someone else’s tweet (it’s like an endorsement and should be of interest to your followers)

• DM – direct message. Like sending an email (no-one else can see). Use this for sensitive issues, sending your mobile no. etc

• #Hashtags – search term. Use to promote a given subject e.g. #election

TWITTER GLOSSARY…


•Ask people to retweet, instead of hoping they will •Use hashtags to start and take part in conversations…

•…but don’t use more than two in one tweet • Talking about someone? Include their @username

TERRIFIC TWITTER TIPS…


•Want that tweet to appear in the feeds of your followers? Don’t put @username at the beginning (rewrite the tweet or write .@username)

• Grab attention by including hashtags, links and images • Pictures uploaded via Twitter itself will automatically appear

(these have a link like this: pic.twi)er.com/fehruh54545)

TERRIFIC TWITTER TIPS…

http://pic.twitter.com/fehruh54545


OFFLINE…


Content Creation

“Creating (or sourcing) content that brings the offline world back online”


Content Creation

Here’s how you might do that…


h)p://www.woolandthegang.com/

OFFLINE CASE STUDY…

http://www.woolandthegang.com/


THANK YOU FOR YOUR FULL AND UNDIVIDED ATTENTION

!

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How To Create And Share Content That Really Sells

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