C O N T E N T :It’s Not About You

G U I L T B YA S S O C I AT I O N

When you are the one creating and puttinggreat content in the world it:

At t r a c t s a t t e n t i o n ,

E s t a b l i s h e s ra p p o r t ,

M a ke s yo u l o o k g o o d

All of which boosts your Personal Brand.

#TheSixGUIDING P R I N C I P LE S

Just because you think your blog content is great, doesn’t mean your target audience will.

1I T ’ S N OT A B O U T YO U

REVERSEENGINEERING

Start with who this content is for: Your Customer

BE HYPER-SPECIFIC-What is my ideal company?

-Who is my ideal buyer?

-How do I reach them?

REVERSEENGINEER

Start with who this content is for: Your Customer

BE HYPER-SPECIFIC-What is the workflow of my ideal buyer?

-What challenges do they face?

-How do I reach them?

FOCUSON PROBLEMS

When you focus on the problems of your customer they are more likely to listen, engage and act on your advice.

REVERSEENGINEERING

Start with who this content is for: Your Customer

BE HYPER-SPECIFIC-What is my ideal company?

-Who is my ideal buyer?

-How do I reach them?

LINKEDINEXAMPLE

• This article was written about the challenge entrepreneurs

have with customer retention, its specifically for them.

• It was written with no more than 400 words for easy reading

on a mobile phone, no stock photos were used.

• Notice the title is framed directly at the reader “You Are

Not Alone”

REVERSEENGINEERING

Start with who this content is for: Your Customer

BE HYPER-SPECIFIC-What is my ideal company?

-Who is my ideal buyer?

-How do I reach them?

ADDICTEDTO INSIGHT

Clients want to hear about what the market and their competitors are doing. They are addicts.

2 T H I N K L I K E A P U B L I S H E R

Just because you think your blog content is great doesn’t mean your target audience will.

• What their viewers want • What the best distribution channels are• What the best format is to deliver their content• How to make their content easy to digest• How can we build a more loyal audience

WHAT PUBLISHERSTHINK ABOUT

Tiny Hearts Going All-In On Medium

Robleh Jama, founder of Toronto digital design

studio Tiny Hearts, found his audience of other

designers, developers and startups on Medium.

They have built a loyal following on Medium,

so much so that their entire company blog is

published exclusively on this free blog platform.

BUSINESS INSIDERPICKED IT UP

Robleh’s post on making successful iOs apps,

was so popular on Medium that Business

Insider picked it up and featured his article

on their website.

The article had over 20,000 hits.

The lesson here is, if you publish your content

where you audience is the more like it is to

spread and attract the attention you want.

CURATE CONTENT

It’s not just about creating content. You need to be able to curate it as well.

WHAT IS CONTENTCURATION?

the most relevant and highest quality digital content on a specific topic for their target market.

Content curation is when an individual (or team) consistently

FINDS ORGANIZES ANNOTATES SHARES

Dave Pell, often referred to as the Editor of the

Internet consistently sends out this daily email of

the 10 top news stories.

He goes through over 150 media publications daily

and picks the stories he believes his readers will

find interesting.

He creates his own headlines and commentaries

that are easy consume and entertaining to read -

He has his own unique style and voice.

3A LWAYS D E L I V E R

VA L U E

DON’TCreate content you think is important

INSTEADCreate content your customers need

DON’T FAKE EMPATHY

Create content that will make you money

Create content to help your customers make money

DON’T

INSTEAD

REVERSEENGINEERING

Start with who this content is for: Your Customer

BE HYPER-SPECIFIC-What is my ideal company?

-Who is my ideal buyer?

-How do I reach them?

DELIVER VALUECONSISTENTLY

CUSTOMERS TRUST BRANDS THAT DELIVER CONSISTENTLY.

Don’t be a one hit wonder

QUALITY CONTENT + VALUE + CONSISTENCY = BETTER LEAD GENERATION

4B E D I F F E R E N T

AVOID STOCK PHOTOS USEHEADLINES THAT ATTRACT

A/B tests of headlines, with words like: “List”“You/Your” “Free/Giveway”

Pablo is a free online website built by

Buffer a social media management

solution provider.

You can search for free images from

their database or upload you own and

customize the size for use on Twitter,

Facebook or Instagram

Pablo is great for creating custom

images with text or quotes for use in

your content.

REVERSEENGINEERING

Start with who this content is for: Your Customer

BE HYPER-SPECIFIC-What is my ideal company?

-Who is my ideal buyer?

-How do I reach them?

TAKE

EXPERIMENT AND BE PREPARED TO FAIL

RISKS

I FAILED ONMEDIUM• I have been trying to publish a great

article on Medium.• I thought a personal article that would fit

in the Life Lessons category would really resonate with the readers on Medium.

• I spent hours playing around with the words, title and images.

• I got just 20 views and only 25% finished reading the whole thing.

SO I TRIED ONLINKEDIN

• I could have given up but I didn’t.• I edited my article and posted it on

LinkedIn as they had a theme on “Life Outside Of Work.”

• I shared the article on LinkedIn and on Twitter mentioning the LinkedInPulse and LinkedIn accounts.

• The article was picked up and featured and I was able to get 500 more connections.

5 R E S P O N D TO I N T E R E S T

If someone takes the time to like, share, comment - it is a signal, you have their interest, act on it!

EXPAND YOUR NETWORK

• I have a template I use to add

people who engage with my

articles

• I mention their name, and add

a sentence based on info I find

on their profile or via common

connections

• Fastest way to grow your

network and audience

TRACK EVERYTHING

HubSpot Sales allows you to see exactly who is opening your emails, where they are opening it and

on what device.

DETECT INTEREST

Attach.io allows you to see what specific pages of your powerpoint, PDF or word doc your viewer is spending time on.

CONTENT TO CONTACT

Map your content to your sales process and cycle.

Use Google Analytics on your website to make sure you are converting visitors.

6L E V E R AG E YO U R N E T WO R K

Your network is a great way to test your content. Use them as a feedback loop. They can help you spread your content too.

GETTING ON

HUFFINGTONPOST

Here is how I got published on the Huffington Post

SHOP YOURCONTENT1. I contacted someone in my network who had been published in the HuffPo2. I drafted an email to Arianna Huffington mentioning the same person and included topics and samples of my writing

SHOP YOURCONTENT 3. This is what happened. I got in.

Cost = $0

REVERSEENGINEERING

Start with who this content is for: Your Customer

BE HYPER-SPECIFIC-What is my ideal company?

-Who is my ideal buyer?

-How do I reach them?

WE’RE DONE

LET’S MAKE CONTENT GREAT AGAIN.

A B O U T H A N A L I

We are a Sales Enablement Agency. At HANALI we focus on one thing, growing your revenue.

If you want to learn more about growing your sales, drop us a line: Team@Hanali.co

We are part of Now Creative Group.

A l i H a n i f , C E O

R o x y M u n o z , D e s i g n e r