10 ridiculously simple steps to making money with content

... with a handful of numbers, quotes and diagrams thrown in

at no additional cost

But first...

I work here

I tweet here

I write here

140 characters about me

Digital content-maker from way back (yes, the ‘90s) living a hybrid life amongst brands, search engines, social networks and websites.

www.markpollard.net

@markpollard

Oh... and I made this

Content, not ads

Chapters, not matching luggage

Social networks plus websites

“Alright, internet dude, enough talk about the future.”

Source: Hitwise – website visits - week ending 02/05/2009

Some more numbersBrand or channel unique audience:

Facebook 4,979,000MySpace 2,179,000Blogger 2,029,000

WordPress 832,000Twitter 679,000Bebo 543,000

Yahoo!7 Groups 391,000Six Apart TypePad 326,000

Google Groups 266,000LinkedIn 258,000

Source: Nielsen Online NetView, March 2009

B2B Marketing Tactics 2009

Source: Marketing Profs & Forrester

Tactics generating leads

But what is content?

If Wikipedia says it is,

so it must be

“Content is information and experiences that may provide value for an end-user/audience in specific contexts.”

http://en.wikipedia.org/wiki/Content_(media_and_publishing)

“Content may be delivered via any medium such as the internet,

television, and audio CDs, as well as live events such as conferences

and stage performances.”

http://en.wikipedia.org/wiki/Content_(media_and_publishing)

content sparks

conversation becomes content

The Workout:

10 simple steps to cracking sweet-as content

Step 1.

Work out your

marketing challenges

Step 2.

Work out who’s worth what to you

http://www.snitker.com

Personas

Great persona examples and discussion can be found in this Slideshare presentation: http://www.slideshare.net/JaneFloyd

Step 3.

Work out what a ‘conversion’ means to you

• Downloads

• Requests

• Joins

• Subscribes

• Registers

• Calls

• Watch, listen

Think and measure ‘end actions’

Step 4.

Work out what you’re

about

Looking for myself online

http://google.com/adwords

http://www.google.com/insights/

http://www.new.facebook.com/lexicon

http://www.taggalaxy.de

http://www.tweetcloud.com

http://www.tagcrowd.com

http://www.delicious.com

http://www.spezify.com

http://www.socialmention.com

http://blogsearch.google.com

http://www.digg.com

http://www.technorati.com

http://www.twendz.com

Step 5.

Work out what your

competition is up to

http://google.com/adwords

http://www.quarkbase.com

http://www.spyfu.com

Step 6.

Work out where thepeople are

Step 7.

Work out how

they are where

they are

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Outreach to bloggersContests to solicit contentEncourage spoofing

Solicit commentsEncourage votingSocial bookmarkingEncourage forward to friend

Offer RSS feedsSnaggable WidgetsDownload PodcastsViral videos/websites

Create groups & communitiesSocial applications

Portable, original contentOptimize content findability

Forrester Social Technographics Ladder

Common Tactics

Source: www.forrester.com/Groundswell/profile_tool.html

Step 8.

Work out how

to get their

attention

Thinking like a blogger

1. Periodic hero content

2. Snappy headlines

3. Easy to scan

4. Useful

5. Promote your content

6. Validate other content creators

7. Lateral thoughts

Number + Adverb + Adjective + Topic + Focus + Benefit/Effect

Headlines

Step 9.

Work out how to persuade

Design Patterns

Shows me what I’m buying

Plain English features - succinct

CTA: trial, 60 second sign-up

Social proof, performance proof

Key, comparative benefit claim

Fights for credibility - logos

Simple

Visuals for every benefitSocial proof: from respected companies active in online communities Relevance: types of firm

Relevance: types, scale of use

Video to linger & connect

Empathy: Relates my problem back to me

Expert proof & quotes

Social proof: recommendation

Second call to action for scrollers

Social proof: online chatterSocial proof: types of

use, credibility

Step 10.

Work out your

ask

Step 1. Work out your marketing challenges

Step 2. Work out who’s worth what to you

Step 3. Work out what a ‘conversion’ means to you

Step 4. Work out what you’re about

Step 5. Work out what your competition is up to

Step 6. Work out where the people are

Step 7. Work out how they are where they are

Step 8. Work out how to get their attention

Step 9. Work out how to persuade

Step 10. Work out your ask

Free SEO e-book from Glenn Murray at Divine Write valued at $79.95 http://www.divinewrite.com/ADMA

Questions?

mark.pollard@mccann.com.au

@markpollard

www.markpollard.net