in the court of the content king (part 2)
Post on 21-Jan-2015
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In the Court of the
Content King II How to Write Content like a POPSTAR
Hi! My name is Mike Darnell. I was born in 1974 My 1st job was modeling underwear & Roman toys
Is your website targeting and engaging prospects?
My partner is Virode Imtarnasan - Thai, 38 years old, married, studied law Career: EA, Sega, IRM…
Web: Cnngo, Vertu, Playboy…
Last session we discussed the
WHY and WHAT of great content
We learned there’s Nothing New Under the Sun
because…
Marketers have always known the key to success is
providing useful information about their products…
Be it in person…
…in print…
Site 1
Site 2
Site 3
Site 4
Etc.
Your great
content
…and helped each other brainstorm content ideas for
our websites
We understood that our
challenge is finding the sweet spot:
Content that is
no only popular, but also has
marketing value for our
company
And we learned that with a little effort and creativity even
“boring” businesses can crack it…
Topics Mediums Products/services
Company info News Events
Tips/how-tos Faqs Lists
Case studies Testimonials/clients
Articles Etc…
Texts (HTML/PDF) Images
Presentations Audio
Podcasts VIDEO
Forms/Quizzes Etc.
The reality is that the EASIEST content we can
create, that’s still likely to gain our audience’s
appreciation, is probably:
Topics Mediums Products/services
Company info News Events
Tips/how-tos Faqs Lists
Case studies Testimonials/clients
Articles Etc…
Texts (HTML/PDF) Images
Presentations Audio
Podcasts VIDEO
Forms/Quizzes Etc.
The web is still* for the most part a text based medium
* But the future is video…
To rule the web you need to write like a ROCKSTAR
But HOW?
Technorati is probably the best place to find
blogs you’ll enjoy
Use Klout to find the Top Influencers relevant to you
Google Alerts are an excellent way to
regularly search and stay on top of topics
and key-phrases relevant to you and
your business
Setting up a dedicated
iGoogle page is an easy way to
categorize, organize, share, and collaborate
your Google Alerts with
others
Take a minute to list 10 key-phrases you
should have alerts for
AVOID reading on your PC
Use your phone to take advantage of time
travelling, waiting, etc.
Using a reader will remind you more and more people are accessing the
web on the move -
Is your content optimized for them?
This probably belongs on Facebook, unless you’re a vet…
1. Share good people & useful content 2. Show gratitude 3. Promote people you’d like to befriend
Tools like the Bit.ly browser plugin make sharing to
multiple platforms easy & fun
Aggregators like Scoop.it take your shared links and automatically turn
them into blog-like websites
The easiest thing to ruin online is your OWN REPUTATION
A good comment is a first step in establishing a relationship
IT HELPS GET YOU
NOTICED …by the author,
and everyone who visits their post. Ever.
Commenting sparks creativity
A good comment is easily remade into content for your own site
“…The most frequent reason for unsuccessful advertising is
advertisers who are so full of their own accomplishments
(the world’s best seed!) they forget to tell us why we
should buy (the world’s best lawn!)…”
[John Caples - 1926-1990 - The man who
wrote the book on copywriting]
Respect George Carlin:
Keep it simple and avoid jargon and
adjectives
72 DPI Screen flicker Distractions
etc., etc., etc…
Put your most important
information in the first two
paragraphs
Short paragraphs make for easy reading Usability experts are confirming what has long been known to newspaper editors and journalists. When writing news short paragraphs that handle one idea or concept are far more likely to be read and remembered.
9 out of 10 people only read headers The statistic above is entirely made up however I have little doubt that although the numbers may be off, the principle is valid. This is why it’s most likely the vast majority of people seeing this slide will never realize they’ve been taken for a little ride…
White spaces and margins are important Making text easy to read isn’t dependent solely on how the words and paragraphs are laid out. No less important are the surrounding and dividing spaces that allow the reader’s eyes and brain to rest, digest, and organize the content absorbed.
Never forget the Meta URL, <title>, “description”, <h1>
A typical blog post is anywhere between 150-400 words long - approximately the length of two full screens You have 10 minutes to write 150 words about your main product or service, while adhering to the 7 rules listed above. Swap your text with a class-mate and edit their text to make it more appealing. Leave notes explaining your edits. Present your work to the group for more feedback
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