how to create compelling online content

26
How To create compelling online content with Pete Matthew Creator of Occasional blogger at Managing Director of

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This is the presentation from Pete Matthew's How-to session from the Monday afternoon of the IFP's annual conference 2012

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Page 1: How to create compelling online content

How Tocreate compelling

online contentwith

Pete Matthew

Creator of Occasional blogger at Managing Director of

Page 2: How to create compelling online content

How(not Why)

Page 3: How to create compelling online content

Decisions, decisions

Page 4: How to create compelling online content

Decide on your medium

Written Blog

Podcast

Video

Page 5: How to create compelling online content

Decide on your audience

Clients / Prospects

Professionals

Niche (e.g. Doctors)

Page 6: How to create compelling online content

Decide on your subject

Choose your passion

Need expertise

Stay focused

Page 7: How to create compelling online content

Practicalities

Page 8: How to create compelling online content

50 topics?

Page 9: How to create compelling online content

Get started

Page 10: How to create compelling online content

Setting up your platform

Blogs / CMS

Wordpress,

Blogger, Squarespace

Tumblr, Posterous

Page 11: How to create compelling online content

Setting up your platform

Design

Domain

Bells & Whistles

Page 12: How to create compelling online content

Golden Rule

Post regularly

Page 13: How to create compelling online content

If writing, use a template

Intro / Lead paragraph

Relevant image

Personal experience

Main body

Discussion question

Page 14: How to create compelling online content

Keep posts short

500 words approx

Short sentences

Short paragraphs

Use subheadings (H2/H3)

Use numbers / bullets

Page 15: How to create compelling online content

Maintain a list of post ideas

Tell a personal story

Describe a historical event

Book / movie / software review

Comment on a quotation

Comment on a news story

Page 16: How to create compelling online content

Maintain a list of post ideas

Report an interesting conversation

Create a step-by-step guide

Provide a list of resources

Answer a reader’s question

Make an complex task seem simple

Page 17: How to create compelling online content

Maintain a list of post ideas

Explain rationale behind a decision

Write a guide to something popular

Page 18: How to create compelling online content

Avoid these common mistakes

Not posting often enough

Posting too often

Posts are too long

You don’t invite engagement

You don’t engage in the conversation

Page 19: How to create compelling online content

Avoid these common mistakes

Your content isn’t accessible

You create poor headlines

Your posts are off-message

You have a weak first paragraph

Your post is about you

Page 20: How to create compelling online content

Spread the word

Twitter

Facebook

LinkedIn

Google+

Pinterest

Page 21: How to create compelling online content

Spread the word

These are embassies

Engage with people there

Bring them back to your home base

Brand them consistently

Page 22: How to create compelling online content

Tools

If writing, use an offline editor

Windows - Live Writer

Mac - MarsEdit

Page 23: How to create compelling online content

Tools

For images:

iStockPhoto.com

Flickr – CC License search

Page 24: How to create compelling online content

Great resources

Michael Hyatt.com

Copyblogger.com

PodcastAnswerMan.com

Codepotato.co.uk

Page 25: How to create compelling online content

The Best Book on the subject

Page 26: How to create compelling online content

Thank YouMore on Wednesday Morning

Session 1 – Track 2