think like a journalist presenter: michelle west, chamber speak
TRANSCRIPT
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Think Like A Journalist
Presenter: Michelle West, Chamber Speak
www.chamberspeak.com
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Fabulous Prizes! Chamber Content
Solutions• 5 Free Articles
(a $145 value)
So affordable, so easy, it just might inspire a
happy dance!
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Fabulous Prizes!
Comprehensive Online Course plus a DIY Video Starter Kit!
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Fabulous Prizes! A Free Networking
Webinar for your members by Sandy J.
Kaminski
PlusA copy of Sandy’s
book – I’m At A Networking Event,
Now What?
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Throwback Thursday!
#TBT
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COMPETITION
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BEATING THE COMPETITION
• Best Content• Fastest
• Most Trustworthy• Likeable
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LACK OF UNDERSTANDING
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LITTLE THINGS ADD UP…
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DEFINING “CONTENT”
Blog articles Print articles Microblog (e.g. Tweets) Email Newsletters (Print or
Digital) Webinars Infographics Memes
Video Guides Business Book Reviews How-tos Lists Research/original data Podcasts Slide Share
Presentations
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TOP CHALLENGES FOR CONTENT MARKETERS
Creating quality content
Producing content on a regular basis
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KNOW YOUR AUDIENCE
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REALLY TRY TO KNOW THEM….
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NEWS JUDGMENT
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ESTABLISH A GUIDING PRINCIPAL
How am I going to help a small business
today?
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What they want to know/what they need to know
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MIX IT UP…
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ANGLES & ARMADILLOS
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FINDING AN ANGLE
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Think Like A Journalist
QUARTERLY THEMES
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QUARTERLY THEME: NETWORKING
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THE 9 LIVES OF A SINGLE TOPIC
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THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#1
Blog article
“Five Tips to Help You Get the Most Out of Your Next Networking
Experience”
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THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#2
Break the blog article into five social media posts.
(link back to the blog article for more info)
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THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#3 – Create and share an
Infographic – How to Work a Room
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THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#4
Blog article – Six Never Fail Conversation Starters
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THE 9 LIVES OF A SINGLE TOPIC
NETWORKING
#5Create a Meme
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THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#6
Fun Facebook quiz – Are you a master networker?
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THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#7
Share member survey results on the subject of networking
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THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#8
Social Media Post – The history of the business card
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THE 9 LIVES OF A SINGLE TOPIC
NETWORKING#9
Shoot & Post a Video - How to Follow Up After a Networking
Event
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Build an idea factory.
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EDITORIAL CALENDAR
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Automated Posts Appear Automated.
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I posted 28 photos to Facebook.
Aug 14
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Is It Working?
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Evergreen Content
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Think Like A Journalist
70% percent of consumers say content marketing makes them
feel closer to the company delivering the content, while 60 % say that company content
helps them make better product decisions.
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Content Marketing for Chambers
A Practical Approach:
What Are Your Goals?
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Content Marketing for Chambers
A Practical Approach: Ownership/Staffing
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Content Marketing for Chambers
A Practical Approach: Ownership/Staffing
Who will generate the content?
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Content Marketing for Chambers
A Practical Approach: Ownership/Staffing
Who will generate the content?
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Content Marketing for Chambers
A Practical Approach: Ownership/Staffing
Who will generate the content?
What form? How often?
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Content Marketing for Chambers
A Practical Approach: Ownership/Staffing
Who will generate the content?
What form? How often? How will you decide on
topics?
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Content Marketing for Chambers
A Practical Approach: Strategy
Use quarterly themes as a starting point.
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Content Marketing for Chambers
A Practical Approach: Strategy
Use quarterly themes as a starting point.
What message(s) do you want to deliver?
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Content Marketing for Chambers
A Practical Approach: Make a Plan
Editorial calendar
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Content Marketing for Chambers
A Practical Approach: Make a Plan
Editorial calendar What kinds of content will
you create?
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Content Marketing for Chambers
A Practical Approach: Make a Plan
Editorial calendar What kinds of content will
you create? How will you deliver it?
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Content Marketing for Chambers
A Practical Approach: Make a Plan
Editorial calendar What kinds of content will
you create? How will you deliver it? How often will you deliver
it?
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Content Marketing for Chambers
A Practical Approach: Keeping the Pace
Continuous flow of ideas is essential
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Content Marketing for Chambers
A Practical Approach: Keeping the Pace
Continuous flow of ideas is essential
Find different angles
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Content Marketing for Chambers
A Practical Approach: Keeping the Pace
Continuous flow of ideas is essential
Find different angles Repurpose content
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Content Marketing for Chambers
A Practical Approach: Promoting Your Content Email Social media Blog Website In person Print
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Content Marketing for Chambers
A Practical Approach: Measuring Success
Goals? How frequently will you
collect data? What key performance
indicators will you use to measure success?
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Content Marketing for Chambers
Goal Possible Metric
Brand Awareness Website traffic – page views – video views – document downloads/views – social chatter - shares
Engagement Blog comments – likes, shares, tweets, +1s, pins - forwards
Lead generation Form completion – email subscriptions
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Content Marketing for Chambers
A Practical Approach: Measuring Success
Track links through www.bitly.com
Constant Contact insights
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Content Marketing for Chambers
A Practical Approach: My Process
Publish blog article Promote via email
with link back to the article
Post link on Twitter & Linked In
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Content Marketing for Chambers – The Nine Lives of
a Single Topic
Networking
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The Nine Lives of a Single Topic
Quarterly Theme: Networking #1 – Blog article
“Five Tips to Help You Get the Most Out of Your
Next Networking Experience”
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The Nine Lives of a Single Topic
Quarterly Theme: Networking
#2 – Break the blog article into five social
media posts.(link back to the blog article for more info)
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The Nine Lives of a Single Topic
Quarterly Theme: Networking
#3 – Create an Infographic – How to
Work a Room
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The Nine Lives of a Single Topic
Quarterly Theme: Networking
#4 – Member Testimonialon the value of
networking through the chamber
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The Nine Lives of a Single Topic
Quarterly Theme: Networking
#5 – Blog article – Five Never Fail Conversation
Starters
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The Nine Lives of a Single Topic
Quarterly Theme: Networking
#6 – Break the blog into five social media posts (with links back to the
original article)
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The Nine Lives of a Single Topic
Quarterly Theme: Networking
#7 – Create a Meme
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The Nine Lives of a Single Topic
Quarterly Theme: Networking
#8 – Fun Facebook quiz – Are you a master
networker?
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The Nine Lives of a Single Topic
Quarterly Theme: Networking
#9 – Share member survey results on the subject of networking
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Content Marketing for Chambers – The Nine Lives of
a Single Topic
Presenter: Michelle West, Chamber Speak