Jim Young Vice President jim@prbrigade

Content Generation Workshop

Boy Scouts of America8/13/13

Jim YoungVice [email protected]



What you’ll leave with today

1. An understanding of what great content is

2. A basic content strategy3. Some content ideas4. Techniques for

generating more content



A Couple of Important

Starting Points



A Couple of Starting Points

Which site should you be on?

• Channel doesn’t matter• Your message matters




Are you thinking strategically?

• Know your audience.• Know your brand and

voice.




Sourc

es

Internal

External

Strategic Impulsive

Creative Processes

Where content comes from:

Today’s Topic



What is the Purpose of Content?



The Purpose of Content

Content(blog post, Tweet, etc.)

Desired Result(purchase, lead, inquiry)




Content

Emotional Reaction

Action

Desired Result




Content

Emotional Reaction

ActionThe more complex the Result,

the more repetitions

Desired Result




5 Typical Actions Content Drives• Getting found• Staying top of mind• Qualifying/filtering• Clarifying/differentiating• Managing objections



So What is

Great Content?



What is Great Content?

Great content is material that evokes a powerful emotional reaction

that moves people to take actions toward your

Desired Result.




• The more powerful the reaction, the better the content

• But only if the emotions are appropriate to your brand

• It’s about your reader




Emotion #1:

Enjoyment(humor, fun, escape, entertainment, etc.)




Emotion #2:

Helpful(useful, educational, problem-solving, etc.)




Emotion #3:

In the know(first to know, on the inside, in the know, etc.)




Emotion #4:

Surprise(shock value, unexpected, unique perspective)



What isGreat Content?

Emotion #5:

Conflict(debate, discussion, point/counterpoint, etc.)




Emotion #6:

Fear(warning, investigative, being prepared, etc.)




Emotion #7:

Trust(safety, reliability, honesty, integrity, etc.)




Emotion #8:

Understanding(belonging, empathy, crusade, etc.)



Techniques to generate

content topics



Topic Generation

1. Answering questions • Something you commonly

get asked• Everything you’ve ever

been asked



Topic Generation

2. Asking for involvement • Caption a picture• Make a list• Show us your [blank]• Solicit questions to answer



Topic Generation

3. Asking questions • Of some outside expert(s)• Of some non-sales internal

expert (vendor, QC, etc)• Of customer who uses your

product or service innovatively



Topic Generation

4. Explaining why• You do what you do• Why things are the way

they are• Things are not the way

they could be



Topic Generation

5. Sharing a vision• Where the world is headed• How the world could be if

only• How the world will be when



Topic Generation

6. Talking about others• Others who are or aren’t

getting it right• People/groups who share

your values or inspire you



Techniques to generate

longer content material



Long Material Generation

1. Start by talking, not writing• Over a table (conference,

lunch or bar), on a dais or on the phone

• Ask “why” questions if more material is needed




2. Record the conversation• Take no (or minimal) notes.• Focus instead on listening

and keeping the speaker going

• Transcribe it later




3. Use email as fallback• Perfect for the “Asking

Questions” approach• Use open-ended “why”

questions to get longer answers.




4. Build a content calendar• Look ahead for known

events to plan content for• Work ahead to avoid

feeling rushed and stressed



Jim YoungVice [email protected]

Jim Young Vice President jim@prbrigade

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