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Despite knowing that good content is perhaps the most powerful way to influence today’s internet-centric consumers, many business owners sit in front of the computer with no idea how to create content. This webinar will change all of that. Attend this webinar and you will: • Learn how to develop original content using what other people have written. • Feel inspired to dig into your vast knowledge base to create content your prospects can use. • Experience high confidence with a supply of good ideas. • Never be stuck – trying to figure out what to write again. THIS IS NOT PLAGIARISM!!! No professional athlete or performer has reached success without learning from the performance of others. Creating written content is no different.
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A Webinar from Kate Writes Right
How to Ethically Steal Content
Perfect the art of “stealing” to make your content more engaging, authentic and profitable
Webinar Objectives
Module 1Why content has become
critical to your business & Buyer trends you can't
ignore.
Module 2A totally NEW definition of
stealing
Module 3Specific methods for stealing content ethically & satisfying
your company’s prospects and customers
Common Writer’s Block
You know your prospects and customersIt’s easy to talk about your products and services
You may be the best provider in your industry
…but when you sit down to write content, you’re
clueless!
World Bank President Jim Kim quotes Bill Gates
The image above was part of a LinkedIn post by Jim Kim
Content is Required
FIRST… Let Us
Understand WHY
Prospects & Customers Demand It
Internet-enabled buyers want ALL the power in buying decisions
Their demand for content is very high and continues to rise
They have a growing intolerance of anything that slows their access to information needed for a smart decision
As the provider of goods and services, buyers expect you to educate, inform and entertain them while they alone consider their options
It takes much more than “eyeballs” landing on your website with SEO, keywords and paid digital advertisingBuyers insist on getting valuable information from you
Developing engaging content for all your online content marketing is a big task
It’s really easy to find an abundant supply of both good and bad examples of content
Left to your own brain – you can “know too much” to be engaging
Although you want to be ethical in what you digitally publish…Buyers only want the information needed
to be a smart buyer
What Your Customers Want
• Engaging, Easy-to-Read, “Scan-able” Content
• Providers who stimulate and satisfy their curiosity and thirst for knowledge
• Bragging rights to their friends about how smart they are in their purchasing decisions which can’t happen without the information you provided
Content is a Long-Term Investment
• Content level the playing field between companies• Paid advertising (PPC)
benefits the company with the deepest pockets• SEO is a constant battle
with Google changes• Genuine VALUE to your
audience pays off with durable results long-term
This graphic created by www.Marketoonist.com is about social media. But the same principal
applies to all content
Stop Lying & Start Stealing
Totally original content is a myth Stop believing you can do it
“ Steal from anywhere that resonates with inspiration or fuels your imagination…Select only the things to steal from that speak directly to your soul. If you do this, your work (and theft) will be authentic.
Independent Film Maker, Jim Jarmusch
Selected Quotes about Stealing
• Salvador Dali ~ “Those who do not want to imitate anything, produce nothing.”
• Paul McCartney ~ “I emulated Buddy Holly, Little Richard, Jerry Lee Lewis, Elvis. We all did.”
• Francis Ford Coppola ~ “We want you to take from us. We want you, at first, to steal from us, because you can’t steal. You will take what we give you and you will put it in your own voice and that’s how you will find your
voice. And that’s how you begin. And then one day someone will steal from you.”
• Kobe Bryant ~ “There isn’t a move that’s a new move.”
Want Awesome Content ? Forget You!You can bypass years of study and the agony of trial & error
learning copywriting principles without setting a goal to become $300 an hour copywriter
• Notice what makes you curious • Trust readers will be curious about the same things • Build relationships built on mutual curiosity
“Copying from others is not because you lack genius, but because true genius is clothed in the ideas of others.”
Jon Morrow, renown copywriter and blogger
Writing is Not Easy!
But…It is Much Easier When You Learn How to Ethically Steal Content
8 Stealing Skills You Must Master
1. Pay attention to what interests you and why – recognize quality
2. Engage in conversations with current clients – learn from them
3. Tap into arguments and controversial topics – Take a stand!
4. Watch content posted by competitors
5. Use current events and hot topics
6. Be a “HUMAN” with a personality
7. Use your CRM to measure what works
8. Adapt and revise as you learn more
How to Store and Access the “loot” you have stolen
• Subscribe to industry newsletters and store them in a separate folder of your email program
• Create MS Word documents with snippets and hyperlinks
• Participate in discussions in Social Media to find experts you may want to interview or ask them to guest post for you
• From time to time, “curate” instead of stealing. Without fail, give credit where it is due
• Keep a notebook or voice recorder with you to make notes while you are doing other things
• Always be asking what your prospects and customers want to know. Develop ways to deliver it• Always Be Curious!
Swipe File Examples
Simplified sketch of a Standard Content Piece
You can use this format for:• Blog Posts• Guest Articles• Email Marketing• Social Media posts• And more
With a personal library of headlines, with related sub-headlines, lede concepts and conclusion ideas you can structure your content to be readable
The goal is to engage the reader into what you have to say. You want them to respond with a comment, share with friends, or email you with an opinion or question
Implementing What You Steal
Build Trust and See Increased Sales
• Your prospective Buyers don’t know how to gather all the information available to them about your industry.• Because you are an expert,
you know how to separate good information from the bad• Buyers purchase from
companies who generously share information to make them a smarter consumer
Will you be the one who earns their trust?
Resources and Further Reading• Book: “Steal Like an Artist” by Austin
Kleon (Kindle)• Book: “Words That Sell” by Richard
Byan• Book: “The Copywriter’s Handbook” by
Robert Bly• Book: “Get Content, Get Customers”
free eBook from Pulizzi and Barrett
• Website: www.Curata.com learn ethics of content curation & proper annotation• Website: www.MichelFortin.com copywriter who shares lots of
tips about how to write content• Website: www.ContentMarketingInstitute.com
Email me if you want a clickable copy of this list
THANKS
Kate Frank, Founder and Copywriter
Kate Writes Right(832) 464-4332 (936) 441-1314
Time For Questions
What is the KWR/SCP?What is guaranteed?
To learn more about the KWR/SCP, email us with the word “guarantee” in
the subject line.