Date post: | 16-Jul-2015 |
Category: |
Marketing |
Upload: | search-engine-journal |
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• Director of Training at Bruce Clay, Inc.
• Published author
• Former business professor
#SEJSummit #Searchmetrics
3Takeaways
Develop real-life stories Keep your eyes open for
inspiration
Focus on being practical
and personal
#SEJSummit #Searchmetrics
Develop Real-Life Stories
“Why are stories so valuable? One reason is
that a story exerts a power beyond the
obvious. The whole is so much greater than
the sum of the parts—the facts, the events,
the context—that a story creates a deep
resonance.”
– Think Like a Freak
#SEJSummit #Searchmetrics
Develop Real-Life Stories
• Stories allow us to put ourselves in the character’s shoes
• As the reader, we start to project ourselves onto the character:
• “Yes! That is what I would have done”
• “That’s how I felt too”
#SEJSummit #Searchmetrics
• People become interested when they are in need and want to know how
you have helped others like them
• When you all of a sudden have a problem, you start to notice possible
solutions all around you
• A once boring topic is no longer that boring to you
Develop Real-Life Stories
#SEJSummit #Searchmetrics
• Develop stories that address:
• How people have used the product or service
• The types of successes your customers or clients have had
• Take testimonials a step further by painting the entire picture for the
reader
Develop Real-Life Stories
#SEJSummit #Searchmetrics
Develop Real-Life Stories
Why LED billboards are the right
choice for your organization.
#SEJSummit #Searchmetrics
Keep Your Eyes Open for Inspiration
• It is often difficult to sit down at your computer and try to determine
what to write.
• Prepare ahead of time by storing a file on your desk that is labeled
“Content Topics”
• Say goodbye to writer’s block
#SEJSummit #Searchmetrics
• Behave like a critical thinker
• Reexamine every article or book you read and story you hear—is there
some type of angle or insight you could provide your target audience?
• Reshape concepts and ideas into something new by asking yourself,
“How can I translate this information into something useful for my
audience?
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics
• Harness your inner news reporter
• Always be looking for something new that would relate to your
audience
• Some of the questions you should ask:• What are other companies saying?
• Is there an event or holiday that I can tie to this topic?
• What can I say that is different?
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics
Personal Finance = Often boring
Budgets + Calories = Something interesting
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics
• Sources of inspiration:
• News publications
• Magazines
• Social networks
• Comments on your existing blog posts or articles
• Junk mail (yes, even junk mail can be inspirational)
• Anything can inspire you
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics
• Even more sources of inspiration:
• Google Trends: http://www.google.com/trends/
• Google Alerts: https://www.google.com/alerts
• BuzzFeed: http://www.buzzfeed.com/
• Buzzsumo: http://buzzsumo.com/
• Addict-o-matic: http://addictomatic.com/
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics
• Great tool, if you want to store articles and read them later: Pocket:
https://getpocket.com/
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics
FOCUS ON BEING PRACTICAL & PERSONAL
And once the advice became practical
and personal, it became memorable.
– The Tipping Point
#SEJSummit #Searchmetrics
FOCUS ON BEING PRACTICAL & PERSONAL
• You have to include points in your content that makes it personal, but
also practical to the reader
• You don’t have to provide an avalanche of new information—you might
only need a change in how you are presenting your message (boring
or not)
#SEJSummit #Searchmetrics
FOCUS ON BEING PRACTICAL & PERSONAL
No bags or filters to buy. No extra
costs.
#SEJSummit #Searchmetrics
• What concerns does the reader have and how can you make it
simple to get help?
• Consider the types of questions your customers or clients ask and
the worries they face—those are potential topics
FOCUS ON BEING PRACTICAL & PERSONAL
#SEJSummit #Searchmetrics
FOCUS ON BEING PRACTICAL & PERSONAL
When you are in a car accident, you
will be looking for advice.
#SEJSummit #Searchmetrics
3Takeaways
Develop real-life stories Keep your eyes open for
inspiration
Focus on being practical
and personal
#SEJSummit #Searchmetrics