how great content jumps from page to platform

H o w G R E AT C O N T E N T

J u m p s F r o m P a g e t o P l a t f o r m

Greenleaf Book Group

Where Ideas Thrive

www.greenleafbookgroup.com

E l i z a b e t h

B a r r e t t

B r a n d S t r a t e g i s t , G r e e n l e a f

B o o k G r o u p


“Who learns most from a good

book is the author.”

-- Jose Bergamin, Spanish writer and playwright


HOW GREAT CONTENT JUMPS FROM PAGE TO PLATFORM .....................................................................................

1.  What is a Content Entry Point? 2.  What is a Platform? 3.  What is SEO? 4.  What is a Keyword?


CONTENT ENTRY POINTS


Q: WHAT IS A CONTENT ENTRY

POINT FOR A BOOK?

A: PLACES IN A TEXT WHERE A

READER CONNECTS WITH AN IDEA AND DIVES IN TO LEARN MORE


TRAVEL GUIDE

MAP

DIAGRAM

GRAPHIC

CHECKLIST

PHOTO

TEXT


BUSINESS TITLE

ARTICLE / QUOTES GRAPHIC

QUESTIONS


Q: WHAT IS A PLATFORM?

A: A FOUNDATION CONSISTING OF

VARIOUS ASSETS THAT A THOUGHT LEADER CAN BUILD FROM IN ORDER TO DELIVER IDEAS TO THE WORLD


AUTHOR!


PLATFORM ENTRY POINTS

TWEETS LONG FORM

PODCAST

BLOG WEBSITE

VIDEO Copyright © Mark Suster. All rights reserved.


THE JUMP FROM PAGE TO PLATFORM

QUOTES, ARTICLES, STATISTICS

CHECKLISTS, BEHIND THE SCENES

GRAPHICS, PHOTOGRAPHS, MAPS

CASE STUDIES, ANECDOTES

QUESTIONS, TAKEAWAYS

INTERVIEWS WITH EXPERTS

blog

podcast


THREE TAKEAWAYS .........................................................................................1. Build a Bridge

•  It’s not necessary to start from scratch. Repurpose content from your book to build your platform assets.

2. Share Your Message in Different Ways •  By creating a multimedia platform, you cast the net

wide and increase the chances of reaching more people.

3. Not Everyone in a Demographic is the Same •  Even within your target audience, consumption

preferences vary by personality. Mix it up!


SEARCH ENGINE OPTIMIZATION


Q: WHAT IS SEARCH ENGINE

OPTIMIZATION?

A: A COLLECTION OF STRATEGIES

THAT CAN IMPROVE THE RANKINGS OF A WEBSITE/BLOG

IN ORGANIC SEARCH RESULTS


Q: WHAT IS A KEYWORD?

A: AN INFORMATIVE WORD OR

PHRASE USED TO INDICATE THE CONTENT OF A WEB PAGE


STRATEGY 1 = USE THE LONG-TAIL

Benefits of long-tail keywords include more targeted traffic and less competition for rankings.

DEFINITION: PHRASES OF MORE THAN TWO WORDS USED WHEN SEARCHING FOR SOMETHNG SPECIFIC


STRATEGY 2 = USE THE SEO SALES FUNNEL

AWARENESS CONSIDERATION CONVERSION

A person is feeling a pain

point and searching for help, but they

don’t know what the

solution is

A person has learned

enough to now be searching for a specific

solution

A person is ready to

become a customer through

purchase or participation


SAMPLE KEYWORDS (LEADERSHIP BOOK)

AWARENESS CONSIDERATION CONVERSION

Trouble with communication No company vision How to handle employee absenteeism

How to motivate a team Writing a corporate vision statement Orientation best practices

Top management books for CEOs Team building workshops in Austin Best business podcast


TOOLS FOR RESEARCH? •  Google Adwords Keyword Planner Tool •  Google Trends •  Google Keyword Suggest


THREE TAKEAWAYS .........................................................................................1. Think Like a Human

•  When selecting SEO keywords, consider realistic long-tail phrases that you would likely use in a search.

2. Span the Whole Funnel •  Utilizing keywords in all 3 phases of the sales funnel

increases the odds of reaching more people. 3. Build Content Around Keywords

•  If you know that a certain keyword is targeted and frequently searched, create content that fills the need in order to capture the traffic.


* It gives your book content a second life

* It enables you to connect in

different ways

* It serves as a cross-promotional tool

* It improves the chance that someone will discover you

WHEN CONTENT JUMPS FROM PAGE TO PLATFORM...


THANK YOU! Q&A

Vis it www.greenleafbookgroup.com

Contact [email protected]

for a free manuscript evaluation


I D E A S T H R I V E

REFERENCES / PHOTO CREDITS ......................................................................................... Slide 5 “Dive” by SuperFantastic is licensed under CC BY 2.0 Slide 7 Copyright © BeijingHoliday.com. All rights reserved. Slide 11 Copyright © Mark Suster. All rights reserved. Slide 14 “Binoculars II” by Chase Elliott Clark is licensed under CC BY 2.0 Slide 23 “Bridge” by Walt Stoneburner is licensed under CC BY 2.0


how great content jumps from page to platform

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