content marketing - in pursuit of audience love
TRANSCRIPT
SOCIAL CHANNELS PUBLICATIONS ANALYSE TRENDS
• Google Insights• Social Bakers• Spike Tool
• HBR• Forbes• Economist• Top Blogs/ Websites
in Your Industry
• Facebook• Twitter, Google+• Linkedin• Quora• Slideshare• Visual.ly
AGGREGATION PLATFORMS
1.2.3.4.
Follow SourcesIntegrate Social AccountsSit Back & ReadCollect Relevant Content(by Adding to Pocket on Feedlyor Flipping into yourPersonal Flipboard Magazine)
• Feedly• Flipboard
Characteristics of a Document
Exhaustive
Characteristics of a Presentation
Cinematic story
Topical structure Dramatic structure
Informative Transformative
Analytical process Creative process
Visually dense Visually sparse
Intended to be read Intended to be heard
Self-guided Presenter-guided
Characteristics of a Slidedoc
Explanatory Slidedoc
Neither dense documents nor sparse slides contain the right balance of detail and scanability to be used as a pre-read or handout. Slidedocs combine the strengths of documents and presentations while minimizing their weaknesses.
Modular structure
Educational
Visual thinking process
Tight visual-to-prose ratio
Understood quickly
1. Do people need to hear your message directly fromyou? If so, you should deliver a presentation.
2. Does the subject matter require a lot of detail tounderstand? If so, a slidedoc could be your best bet.The table to the right serves as a guide to help youdecide where some internal and externalcommunications may fall on the spectrum.
ATTRACTIONWhy should I listen?
RETENTIONOk, I’m Listening Now
AUTHORITYWhy Should I Believe You?
• Research Studies• Whitepapers• Blogs• POV• Case Studies
• Email Newsletters• Snackable Social Content• Webinars• Podcasts
• eBooks/How to Guides• Interactive Tools/Demos• Presentations• Infographics• Videos
ATTRACTION RETENTION AUTHORITY• Research Studies• Whitepapers• Blogs• POV• Case Studies
• Email Newsletters• Webinars• Podcasts
• Interactive Tools/Demos• eBooks/How to Guides• Presentations• Infographics• Videos
ATTRACTION RETENTION AUTHORITY
THE QUEEN TOTALLY UNAWARE OF THE EXISTENCE OF HER KING,WHILE HE TRUMPETS ABOUT HIMSELF!
• Research Studies• Whitepapers• Blogs• POV• Case Studies
• Email Newsletters• Webinars• Podcasts
• Interactive Tools/Demos• eBooks/How to Guides• Presentations• Infographics• Videos
SHAREABLESEARCHABLE SNACKABLE• Every time you create an
article, infographic, blog, or video, ask yourself if someone would find it interesting enough to share— and if the answer is no,start again.
• The average adult attention span is less than 8 seconds today.
• People will consume long-form content from time to time. But you want to keep them coming back for their daily “snacks” of information.
• With more than 100 billion global searches on Google every month, you have to build search optimization into your writing – from the start, not as an afterthought.
A strong title will entice your audience to read the rest of the text on your slide. Clear copy,however, will make sure they fully absorb your message.
• For more writing pointers, check out William Zinsser’s
text feature isoffer the speech-
“When a sentence becomes stronger,it usually becomes shorter. Thus, brevity is
a by-product of vigor.”
–Strunk & White, Elements of Style
• Changing your copy from passive to active voice most often means putting your subject at the beginning of your sentence and having it perform an action.
• Keep it short and to the point.
classic, “On Writing Well”.
Passive Voice Active Voice
The new version We developed the of our product new version ofwas developed in our product in 9
9 months. months.
The speech-to- Both products available on both
products. to-text feature.
can identify things as either
perspective.
the similarities and
Use analogies:
People respond when they
similar or different from their
Using analogies to compare
differences aids
understanding.
Cite examples:
Show readers examples oftimes when others in asimilar situation made adecision to align with yourperspective and had asuccessful outcome.
Case studies and proof help people through their decision process.
Make benefits explicit: Before a reader will get on board with what you’re proposing, they need to see what’s in it for them.
Make it clear what reward they will receive if they take the risk of aligning with you.
Use emotional appeal: Business copy tends to be cold and factual. But decisions are made before they are rationalized.
Incorporate emotive visuals, shocking statistics, and stories that create an emotional response in the reader.
People will only share your content when••
•
•
it makes them look smart (extremely informative)they find it extremely usefulit makes them unique (great design, unique POV)its entertaining (and people would love them!)
Ahem, don’t ask me why I am sharing this presentation now!
BEFORE
Studying the sun could be a visually arresting experience, but this document is dull and dense, which can be intimidating.
As a result, its dull nature may affect thecomprehension of the subject matter.
Chunking the text by topic and displaying it ina visually interesting way can entice studentsto dive in.
AFTERBelieve it or not, this is the same material as the “before” example on the previous page. It’s colorful and broken into smaller, more digestible chunks of information.
1 DESIGN INSPIRATION 2 COLOUR PALETTE 3 FREE IMAGES/VECTOR ICONSGENERATOR/EXTRACTOR
4 5 DESIGN TOOLS FORALL FORMATS
6PRESENTATIONDESIGN
VIDEO CREATION
Canva• HaikuDeck• Canva
• Powtoon
• Adobe Voice (With Images andnarratives)
• Noun Project
• Compfight
• Adobe Kuler• Colorpic
• Behance• Slideshare• Visual.ly
HighTHIRD PARTY
SOCIAL
OWNED
Low
High Degree of Control Low
Deg
ree
of
Infl
uen
ce
• Website/Microsite• Webinar• Email List• Mobile App
• Twitter• Google+• Youtube• Slideshare
• Syndicated Publications- CIO, HBR- Forbes,- Information Week- Economist
• Influencer Outreach• Digital PR
HighTHIRD PARTY
SOCIAL
OWNED
STEP 1 – BUILD YOUR HOMELow
High Degree of Control Low
Deg
ree
of
Infl
uen
ce
• Website/Microsite• Webinar• Email List• Mobile App
• Twitter• Google+• Youtube• Slideshare
• Syndicated Publications- CIO, HBR- Forbes,- Information Week- Economist
• Influencer Outreach• Digital PR
HighTHIRD PARTY
SOCIAL
OWNED
STEP 2 -INVITE OTHERS TO
YOUR HOUSE PARTY
Low
High Degree of ControlLow
Deg
ree
of
Infl
uen
ce
• Website/Microsite• Webinar• Email List• Mobile App
• Twitter• Google+• Youtube• Slideshare
• Syndicated Publications- CIO, HBR- Forbes,- Information Week- Economist
• Influencer Outreach• Digital PR
HighTHIRD PARTY
SOCIAL
OWNED
STEP 3 – HELP THE OTHERS VOUCHFOR HOW GREAT YOUR PARTY WAS!
Low
High Degree of Control Low
Deg
ree
of
Infl
uen
ce
• Website/Microsite• Webinar• Email List• Mobile App
• Twitter• Google+• Youtube• Slideshare
• Syndicated Publications- CIO, HBR- Forbes,- Information Week- Economist
• Influencer Outreach• Digital PR
SOCIALOWNED EARNED
• No. of Mentions
• No. of Followers
• Reshares• Leads (Slideshare)• % Traffic to Website from
Social Channels
• Bounce Rate• Time on Site• % Returning Visitors• Open Rate• No. of Downloads• Leads
• Influencer Outreach• Digital PR
Advocacy Loop
DISTRIBUTION
CHANNELSMETRICSFORMATS
AWARENESS
ENGAGEMENTEngagement Rate
CONVERSION
ADVOCACY
Mentions
No. of
Influencer/PublicationAnalyst Reports, Media
Connection
PR Stories, AnalystRecommendations
No. of LeadsWebsite, Microsites, Slideshare, Community
Research Studies,
Whitepapers, POVs, Case
Studies, Guides
Open Rates, %
Returning Visitors,Email, Social Channels, (LinkedIn) Communities
Email Social, Webinars,
Podcasts, Blogs
eBooks/How to Guides,
Demos, Presentations,
Infographics, Short Videos
EFFORT
30%
20%
20%
30%
Bounce Rate, No. of Followers/Downloads,
Reshares
SEO/Paid Search, Social,Native Ads,Online PR