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PsychoticCross-Content Training

Psychotic: an abnormal condition of the mind,

and is a generic psychiatric term for a

mental state often described as involving

a "loss of contact with reality".

Reality=Boring Content

THIS SHOULD SUCK

Topic-Driven BlogPersonal Blog Business Blog

Personal Blog

Journal Content Self Branding Monetized Content

Main Menu Alt. Content

Journal Content - Foundations

• Define mission and goals

• Create a schedule

• Make it personal

• Key into goal growth

• Participate “in real life”

• Stay humble

• Feedback

IDEAS

KILLERS

Journal Content - Ideas

• Support your content with your history

• Stories from your childhood

• Make a timeline of your life

• Write in third person looking in

• Try using a story site like:

• http://cowbird.com/

• https://storify.com/

• http://storyful.com/

IDEAS

KILLERS

Journal Content - Killers

• #1 Killer: Lack of attention to engagement

• Inconsistent voice

• Playing sides

• Zombie apocalypse

IDEAS

KILLERS

Self Branding - Foundations

• Identify your place (research)

• Define your voice, tone and manner

• Consistently brand all channels

• Create content to support image

• Defining your look

• Create consistent

• Be unique

• Engage

IDEAS

KILLERS

Self Branding - Ideas

• Daily videos, vines or instagram videos

• Create a podcast or online radio show

• Become a guest blogger

• Become someone's pull quote:

• http://www.responsesource.com/

• http://www.helpareporter.com/

• http://flacklist.com/

• http://muckrack.com/

IDEAS

KILLERS

Self Branding - Killers

• Weak content with little value to audience

• Perception of “selling out”

• Superiority in voice

• Inconsistent posts

• Pushing sales

• Radioactive Fallout

IDEAS

KILLERS

Monetized Content - Foundations

• Launch blog with content

• Seek ad networks (or customer direct ads) that are appropriate for your demographic

• If you’re seeking sponsorships or product be clear in your contextual intentions with the customer or brand.

• Don’t seek advertisers until you have ample traffic, or subscribers

• Be transparent with sponsorships, affiliation and ambassadorships

IDEAS

KILLERS

Monetized Content - Ideas

• Use videos with rating and reviews

• Give “pro” and “con” summaries every time

• Support big post with an engagement email campaign

• Create a ranking systems and leader-boards (makes additional content)

• Reverse-engineer your competition’s most engaged posts

• Recycle and refresh evolving topical content

• Create surveys and ways to get feedback

• Cultural “piggybacking”

IDEAS

KILLERS

Monetized Content - Killers

• Getting caught selling sponsored content as genuine

• Being “too much” of any one opinion

• Not feeding your followers

• Piranha Fish

IDEAS

KILLERS

Business Blog

Online Business Brick & Mortar B2B Content

Main Menu Alt. Content

Online Business - Foundations

• Do a competitive content and social analysis

• Create an ambassador program

• Create a voice for the business

• Create an assignment desk

• Create a content calendar

• Seek out SMEs for content

• Track and optimize

• Be consistent

IDEAS

KILLERS

Online Business - Ideas

• Multi-part blog posts

• Interview your customer

• Map the production process of your product

• Create a weekly content tradition “Behind the Scenes Tuesdays”

• Pre, During and Post content for all new product launches

• Produce basic video overviews of products (see: Zappos)

• Create posts about the history of your product

IDEAS

KILLERS

Online Business - Killers

• Getting too personal

• Poor social engagement

• Talking bad about competitors

• Lack of engagement

• Vampires

IDEAS

KILLERS

Brick & Mortar - Foundations

• Cover/Own all location-based social networks to your location

• Create ample content (photos & videos) of your location and culture

• Give your online audience exclusivity before the general public

• Cover the social channels appropriate for your demographic

• Seek ways to make people part of the online content

• Create and maintain an online communal extension

• Favorite customers become ambassadors

IDEAS

KILLERS

Brick & Mortar - Ideas

• Online contest for in-store rewards

• Create #instagram and micro-video incentivized programs and discounts

• Open your blog for external (moderated) submissions

• Crowdsource customers on new product ideas

• Rewards programs for blogger outreach

• Make complaints real content

IDEAS

KILLERS

Brick & Mortar - Killers

• Not glorifying contest winners

• Inconsistent content deployment

• Lack of content diversity

• Rabid Packs of Dogs

IDEAS

KILLERS

B2B Content - Foundations

• Deploy topical content first

• Cover your competitor’s bases

• Create new content not simply source it

• Content should create “thought leadership” not bandwagon

• Alignment with external blogging SME within category

• Seek content from staff (incentivize)

• Content calendars for posts and PR

IDEAS

KILLERS

B2B Content - Ideas

• Create a community of SMEs for your business (also crisis)

• Actively seek photos, videos and feedback from staff (run contests)

• Develop communities and seed topics on boards for fresh perspectives

• Support your industry vertical with a independent multi-author content blog

• Seasonal, end-of-year and product launch based content

• Pre-write content prior to live events

IDEAS

KILLERS

B2B Content - Killers

• Lack of knowledge within category

• Not responding to feedback

• Slow customer service

• Slow content distribution

• Giant F-ing Meteor!

IDEAS

KILLERS

Topic-Driven Blog

Education & Training Ratings & Reviews Category SME

Main Menu Alt. Content

Education & Training - Foundations

• Define all the tools before the techniques

• Be sure to outline difficulties (create degrees)

• Make sure you cross-link DIY items that relate

• Multi-authors post work well to cover ancillary topics

• When creating online education be sure to use ample content

• Don’t get brand specific (unless promoting one)

• Explain the process in more than one way

IDEAS

KILLERS

Education & Training - Ideas

• Videos, vines and instagrams - make multistep processes video

• Heavily tag your content so like-minded topics will live in the same place

• Monetize your education:

• Learning Management Systems (LMS)

• http://www.mindflash.com

• http://www.litmos.com/

• http://www.talentlms.com/

IDEAS

KILLERS

Education & Training - Killers

• Poor or inadequate content

• Too basic/advanced for demo

• Keeping current - version control

• Killer Space Aliens

IDEAS

KILLERS

Rating & Reviews - Foundations

• Create a defined rating model

• Try to equally weight pros and cons

• Progressively review your ranking process

• Be transparent with sponsored reviews

• Let your audience submit ratings

• Create unique ranking criteria

• Be topical — “don’t rate late!”

IDEAS

KILLERS

Rating & Reviews - Ideas

• Do end-of-year reviews

• Roll out new products

• Seek content from the vendors

• Seek supporting metrics from independents

• Invites category SMEs to submit their ratings

• Create “best of” and “worst of” categories

• Create leader-boards

IDEAS

KILLERS

Rating & Reviews - Killers

• One-sided reviews

• Lack of integrity

• Slow engagement

• Killer Bees

IDEAS

KILLERS

Category SME - Foundations

SME Blogs are a derivative of Personal Branding but usually more topic or subject matter driven.

• SME content while topical adds credibility

• Maintain topical status within vertical

• Create “key differentiation” through opinion, research and strategies

• “OWN” the category with supported content

• Create content from resourced data

• Publish external content such as eBooks and whitepapers

IDEAS

KILLERS

Category SME - Ideas

• Respectfully challenge competitions’ content

• Create quarterly reviews and year-end “wrap ups”

• Prognosticate trends and changes in your vertical

• Surround yourself with other SMEs you’re not in competition with

• Posts should create a foundational understand with defined opinion

• Create content where their is none – podcasts? Infographics?

• Fertile soil for multi-part posts

IDEAS

KILLERS

Category SME - Killers

• Don’t be a douche bag

• Consistency in messaging and deployment

• Don’t make up facts

• Sharknados

IDEAS

KILLERS

This Is A Test ... Remain Calm.

Define The Social Graph

What other marketing touch points are you using to get noticed?

Building Blocks For Ideation

#POSTS

COMMUNITIES

WEBISODIC CONTENT

VIDEOS

PODCASTS

DIRECT

TWEETS

WEBSITES

THREADS

FORUMS

ARTICLES

PRESS RELEASES

EMAILS

INTERNALMESSAGING

SPECIAL OFFERS

POSTS

THEN NOW

Content Litmus Test

NCAs ENGAGEMENT RETENTION RECRUITMENT BRAND IMPRESSION

ONLINE PURCHASESBUZZ

CONTESTS PRESS & NEWS WEBINARS COMMUNITY EVENTS PRODUCTEDUCATION

TRENDSPOTTING

Primary Directives:

Secondary Directives:

Mapping Your Content

Month 3Month 2Month 1

2 2 3 3 5

Your Special Magical Unicorn Person Thing

Justice Mitchell:

• Global Social Media Director — Kaseya

• JusticeMitchell.com — Blogger

Social Nerd:

• twitter.com/justicemitchell

• instagram.com/justicemitchell

• facebook.com/justicewmitchell

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