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Content marketing can dramatically change your business and attract a new audience that you've never reached before without it. In this SlideShare teaching you'll learn how to make awesome blogs, eBooks and videos that will ignite your business and attract solid sales leads.
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IGNITE YOUR
BUSINESS WITH
CONTENT
MARKETINGSTERLING PERRY - CEO, SENT MEDIA MARKETING
#IGNITEBIZ BLOGS, E-BOOKS & VIDEOS
1
Housekeeping
Today’s hashtag: #IGNITEBIZ
Follow @sentmedia
A few minutes of Q&A at the end of each section.
You can also tweet your questions to @sentmedia using #IGNITEBIZ
2
The Purpose of Today’s Workshop
To show you how to create content for marketing: creating and
sharing relevant, valuable information that attracts people to you
and creates trust, credibility and authority for your business and that ultimately converts visitors into buyers
3
What you’re going to learn
How content marketing can ignite your business
How to write successful blog posts.
How to create an E-book that people will want to read.
How to make truly engaging videos.
4
The Case for Content
Interruption marketing (traditional advertising) is not enough.
Customer behavior and expectations are shifting.
61% of all purchase decisions begin on a search engine.
Everyone is the media. Everyone is a publisher – including you!
Unlike any other form of marketing, content marketing doesn’t have
an expiration date.
5
What is Content
Content is a broad term that refers to anything created and
uploaded to a website.
More than words and images on a page; an embodiment of your
brand.
Good content can quickly become the soul of your brand to the
online world.
6
What Can Content Do for You?
Attract customers.
Educate your buyers about a purchase they are considering.
Overcome resistance or address objections.
Establish your credibility, trust, and authority in your industry.
Tell your story.
Build buzz via social networks.
Build a base of fans and inspire customers to love you.
Inspire impulse buys.
7
The Key to Igniting Sales is to
create online content and optimize
it so that it appears on the first
page of search results when your
customers search for you or the
products or services you sell.
8
THE HUB OF YOUR
ONLINE CONTENT
9
What’s a blog
A collection of articles that provide helpful, valuable, educational
and remarkable content to your target audience.
By providing this value, blogs can easily and effectively draw
prospects to your website.
10
Top blogging platforms
Wordpress.com
Blogger.com
Medium.com
Bolt.cm
The best place for your blog to be is on your website!!
11
43%OF COMPANIES HAVE ACQUIRED A CUSTOMER THROUGH THEIR BLOG
IN 2013.
12
What Blogging Can Do?
HELP YOU GET MORE CUSTOMERS
DEMONSTRATE THOUGHT LEADERSHIP
BUILD AUTHORITY AND TRUST WITH PROSPECTIVE CUSTOMERS
Want more visits, leads & customers
Each blog post you publish it is seen as an
indexed pages on your website.
Each page is an opportunity to get found
online. The more indexed pages you
have, The more opportunities you have
to get found online.
Each blog post is an opportunity to
generate new leads.
13
The 12 blogging
guidelines
14
Define Your Purpose
Who is your audience?
Who is your competition for your audience’s attention?
What is the focus of your blog? What is it about?
What goals are you trying to achieve?
Have you set metrics for measuring those goals?
15
Set a reliable schedule
How often should you blog?
At least Twice a week is optimal.
Tuesdays and Thursday are optimal.
Set your own schedule
Produce a few posts at once and
then publish them throughout the
week
Use your calendar app
Brainstorm a few topics and main
points and then schedule when
you’re going to write them.
16
Mix it up
Mix short and long
posts
Meatier posts and
less serious posts
Timely posts and
timeless posts
17
Move beyond written word
Spice up your posts with imagery to help
further your point.
Images
Embedded YouTube videos
Charts
Infographics
18
Consider Your Length
“The Mini Skirt Rule” - Your posts should be
long enough to cover the essentials, but
short enough to keep it interesting.
19
Learn how to write killer headlines
Pique curiosity
Use superlatives
Use surprising or odd analogies
Be specific
Simplify a complex subject comprehensively
Be contrarian
Use numbers, especially odd numbers
20
Design is important
Your blog should have style and personality
If you don’t have the resources to hire a
designer; there are numerous templates for
every publishing platform available online at
minimal cost.
Items every blog needs:
Subscription by email
An archive of Recent posts
Social sharing icons
A clear way for someone to contact you
21
Create momentum
Include relevant calls to
action or triggers on each blog post.
Usually in the form of some
companion content:
E-book, webinar, cheat
sheet, etc.
22
Consider comment moderation
Due to spammers and trolls, you’ll need
some form of comment moderation
Never edit comments that are posted
by your readers, even if they disagree
Moderation should be used only to keep
inappropriate comments off your site
Monitor for comments so that not much
time passes between when the
comment is made and when it appears
on the site.
23
Categorize and tag everything
The intent is to allow readers to click on those category names to
find other posts you’ve written on the same topic
Think of several top level categories that describe the content you’ll
be creating.
Create unique keyword tags for your own unique content. This
makes it easier for search engines to find your content.
24
Write the way you speak
Be casual, informal, friendly and
accessible.
Be you.
25
Don’t Overthink…Just Publish
Blogging is not journalism.
You don’t have present a
balance piece of content.
Leave room development
and the opinions of your
audience.
26
E-Books THE SMART WAY
27
What is an E-book?
A book published electronically, designed to be downloaded and
either read on a screen or printed.
It is a guide or technical brief.
Concept-centric, based on ideas and trends of interest.
Conversational tone
Sometimes, visually heavy
28
What Can An E-Book Do For You
Stand out from the crowd and
establish yourself as a leader
and authority in your niche.
Generate Income.
Future Transactions.
Shorten Your Sales Cycle.
29
E-book Creation
ProcessPLAN IT OUT
30
Step #1: Create a Mindmap
A mindmap is a visual
representation of your thoughts,
and it’s a really cleaver way to see how your ideas relate to each other
on paper.
Use the mindmap to layout the
sections and chapters of your E-
book.
http://www.wisemapping.com/
Free online mind mapping
31
Step #2: Create an Outline
See the different parts of your E-
book in the order they’ll
presented to your readers
List you sections and subsections
in a way that makes sense to your
readers.
Spend some time think about the
order from a rookie’s perspective
32
Step #3: Tools You’ll Need
Microsoft Word is very feature rich and will allow you to easily create
a professional looking E-book.
Microsoft PowerPoint – For more visually based E-books
33
Step #4: Make a Template
Page Size
8.5” x 11” or 6” x 9”
Font
Arial or Helvetica work best
Paragraph styles
Pre-select the headings, subheadings, captions, bullets and the body
Header and Footer
Website, contact info, page numbers
Graphics and Logo
For branding include your website on each page.
34
Step #5: How to Start Writing
You don’t have to start with the
Introduction.
Start with a section you know you can
easily crank out.
Write and save your E-Book in sections.
Each section basically becomes a
blog post that you can organize later.
35
Don’t Forget to Include
Disclaimer and copyright page
A preface
An “About the Author” page
Links
Helpful tools and exercises
A Thank You page
Eye catching graphics
36
E-book Best Practices
Share or solve. Tell don’t sell.
Have a little fun. Take a relaxed and casual tone.
Tell a story.
Give it an intriguing title.
Add a “Share This E-book with a Friend” callout.
Design matters
37
VideosSHOW ME A STORY
38
Why use online video
Youtube – 3 Billions views daily
800 million visitors monthly
2nd largest search engine in the world
Your video content is 50 times more likely to appear on the first page
of search results than standard text based content.
The best way to story tell.
39
What to Shoot
Why would the people I want to reach want to watch this?
They either want to be entertained or educated; or both.
What content would lends itself perfectly to video?
Diary-style, How-to’s, interviews, product walk thru’s, behind the
scenes, tutorials, company stories, event videos.
40
Equipment
Visual
DSLR Camera
Smartphone
Webcam
Audio
Lapel microphone
Built in microphone
Lighting
3 point lighting
Desk Lamp
Actual daylight is the best
41
Editing Software
Window Movie Maker
Drag and Drop editing
Frame animations
Animated Lower thirds
Add audio and music as
separate tracks
Directly uploads to the major
video sites.
42
Online Video Tips
Appx 3-5 minutes max
More than a “talking head” mix up images and angles
Use text and music
Know your equipment
Get away from as much noise as possible
Beware of lighting & Shadows
43
Online Video Tips
Be fairly close to the camera’s built-in microphone
Make sure camera is stable
Consider perspective and framing
Watch the video a couple times after filming
Smile, relax and have fun!
44
Time to Upload
Title
Short, informative and to the point.
Search for related videos to find out what people search for.
Description
Content-rich, use URL’s, keywords
Tags
Tag your video with every applicable word or phrase
Tag names and companies
Thumbnail
Pick the most appropriate thumbnail for the video.
45
Time to Create 46
The Key to Igniting Sales is to
create online content and optimize
it so that it appears on the first
page of search results when your
customers search for you or the
products or services you sell.
47
Want to Work With Me
Call: 678-820-9577
Tweet: @sentmedia
Email: [email protected]
Ignite Your Business E-Book
Digital Marketing Coaching & Consulting
Website Development
Don’t leave without scheduling Your FREE 30 minute consultation!
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Strategy session
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