content strategy - be yoda, not luke
TRANSCRIPT
BE YODA NOT LUKEA C O N T E N T S T R A T E G Y T H A T W I N S –
F O R B U S I N E S S E S A N D B L O G G E R S A L I K E
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WHEN NINE HUNDRED YEARS OLD YOU REACH, LOOK AS GOOD YOU WILL NOT.
A B R A H A M L I N C O L N
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EVERY SITE NEEDSA VARIETY OF POSTS
D O E S A N Y O N E R E M E M B E R K A R A T E K I D ?
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DEFINE THE JOBOF EACH POST
P E O P L E H I R E D M I L K S H A K E S F O R B R E A K F A S T
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UNAWARE PROBLEM AWARE
SOLUTION AWARE
PRODUCT AWARE
FULLY AWARE
DISCOVERY CONSIDERATION DECISION
DEVELOP PROBLEM VOCABULARY
DEVELOP SOLUTION
VOCABULARY
ARTICULATE AVAILABLE OPTIONS
MATCH VALUES & NEEDS
DIFFERENTIATE YOUR
SOLUTION
CONTENT TYPES
• CHECKLISTS• STORIES• Q&A
• MAPS• LISTS• HOW TO
• TUTORIALS• WHITE PAPERS• COMPARISONS
• OPINIONS• BEST OF• GUIDES
• CASE STUDIES• BUYER’S GUIDE• HEAD TO HEAD
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