IGNITE YOUR BUSINESS WITH CONTENT MARKETINGSTERLING PERRY - CEO, SENT MEDIA MARKETING

#IGNITEBIZ @SENTMEDIA

1

Housekeeping

Today’s hashtag: #IGNITEBIZFollow @sentmedia A few minutes of Q&A at the end of each

section.You can also tweet your questions to

@sentmedia using #IGNITEBIZ

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The Purpose of Today’s Workshop

To show you how to create content for marketing: creating and sharing relevant, valuable information that attracts people to you and creates trust, credibility and authority for your business and that ultimately converts visitors into buyers

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What you’re going to learn

How content marketing can ignite your business How to create and produce your own podcast or web

TV show. How to create and produce awesome webinars.

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5The Case for Content

Interruption marketing (traditional advertising) is not enough.

Customer behavior and expectations are shifting. 89% of all purchase decisions begin on a search

engine. Everyone is the media. Everyone is a publisher –

including you! Unlike any other form of marketing, content marketing

doesn’t have an expiration date.

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6What is Content

Content is a broad term that refers to anything created and uploaded to a website.

More than words and images on a page; an embodiment of your brand.

Good content can quickly become the soul of your brand to the online world.

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7What Can Content Do for You?

Attract customers. Educate your buyers about a purchase they are

considering. Overcome resistance or address objections. Establish your credibility, trust, and authority in your

industry. Tell your story. Build buzz via social networks. Build a base of fans and inspire customers to love you. Inspire impulse buys.

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8The Key to Igniting Sales is to create online content and optimize it so that it appears on the first page of search results when your customers search for you or the products or services you sell.

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PODCASTING & WEB TVIS THIS THING ON???

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10What is a Podcast/Web TV?

A digital program, delivered over the web to a subscriber that typically consumes via a mobile device.

Can be either audio or video

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11Why they are great

Your own show!

Can draw a very specific qualified audience

Allows your audience to consume your content on the go

Establishes you as an expert

Provides context for clients

It makes you better at your job

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HOW TO PRODUCE YOUR SHOWSUCCESS TIPS

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13Watch and Listen

What are your favorite podcast or web show and why?

Spend time on itunes and YouTube exploring shows in your space

Spend time with shows that engage you

Do you like the casual approach or the buttoned up talk show approach?

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14Identifying Your Show

Audio or Video? Play to your strengths Choose a topic or a niche as your focus Who is your perfect audience member? Who is the show for? Co-hosted or self-hosted Interview format or self produced Mission statement – what are your goals in a clear

concise statement.

15You Already Have the Equipment

Hardware Laptop with built-in microphone Smartphone pre-installed voice recorder app Use your headphone/mic

Software Audacity – free recording software for PC GarageBand – pre-installed for Mac Window Movie Maker or iMovie

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16Plan Before Recording

Write some basic show notes: Topics you’ll discuss Links Graphics Items that you don’t want to forget You’ll want to post these notes along with your

finished show to your blog.

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17Press Record

Record your showEditPost-production Export as a MP3/MP4Keep your show

under 30 min.

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18Record Intros and Outros Separately

Intros and outros are a time to give key calls to action Fully explain your show What you will bring to the table each episode Show consistency Keep both under 60 seconds Add to the beginning and end of your main content

piece

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19Title, Tag, Upload and Share

Give your show and episodes great compelling titles

Tagging Add all relevant information

and keywords Upload

To your website and YouTube

Share your show on social media

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WEBINARS

YOUR GUIDE TO AWESOMENESS

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21What is a webinar?

A web-based seminar for viewing or listening. They are typically a combination of audio and PowerPoint, although they sometimes incorporate video, too.

Webinars take place on web conferencing platforms, which can be either an application that’s downloaded or viewed over the web.

Attendees access the meeting by a link or meeting invitation distributed by the webinar host.

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67% of Business Leaders

Who rely on social media for business information seek out relevant podcasts and webinars.

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23Why attendees love webinars

Robust, interactive and social

Less intimidating Broad-reaching Geographically neutral Team player in the content

mix Effective Door openers

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HOW TO CREATE AWESOME WEBINARS10 TIPS TO AWESOMENESS

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25Ask, “What’s keeping our clients up at night?”

What information do our customers or prospects want?

How can we help? Clue: What are your

most popular blog posts or most downloaded eBooks?

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26Create Momentum

Educate, inspire your customers Be a resource and educator Make it clear that you are there

for them when they’re ready to buy

Webinars allow you to turn content into a relationship immediately.

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27Go Big, or go tactical

Big-thinking, inspirational or strategic high level strategic seminars

How-to webinars that offer specific, tactical information Create broadly appealing webinars to generate broad

awareness and leads, then host smaller affairs to a more qualified base of prospects

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28Create your webinar registration form wisely

Select form fields that capture relevant information and start to flag hot leads.

Avoid long, cumbersome forms.

Think about your long term goals.

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29Write the story

Don’t start with PowerPoint

Map out an outline of both your story and quick ideas of accompanied charts and photos

Write out the key points and assemble them into a logical structure.

Although, you’re presenting digitally, public speaking and selling is very much an analog process.

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30Have compelling slides

Streamline your slides Use 32 point font size

Offer one idea per slide Use interesting graphics

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31Titles are important!

Your webinar title is both the promise of what an attendee can expect the content to be and an indication of how it will be presented. Pique curiosity

Use superlatives

Use surprising or odd analogies

Be specific

Simplify a complex subject comprehensively

Be contrarian

Use numbers, especially odd numbers

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32Choose guest speakers wisely

Are they compelling enough to hold the attention of your audience?

Tap recognized experts, happy customers, thought leaders, authors

By social prospecting on SlideShare and YouTube you can find lesser-know compelling talent.

Establish clear expectations and guidelines with any speaker.

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33Practice and rehearse

Use the built in PowerPoint “Rehearse Timings” and “Record Slide Show” features to practice your presentation.

Don’t read from they slide, rather tell your story.

Schedule a rehearsal ahead of the live webinar date.

Make sure you and your guest are comfortable with the webinar platform

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34Reimagine your webinar

Pre-webinar article Pre-webinar podcast On-demand webinar Upload to SlideShare or as a PDF download on your

site Post-webinar podcast Post-webinar blog posts

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HOW TO PRODUCE AWESOME WEBINARS

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36Google+ Hangouts on Air Free to use, less complicated

10 guests + unlimited audience

Live streaming to Google+, YouTube and your website

Immediate archivie to YouTube

Mobile friendly

Easy registration

Push notifications

Apps Q&A

Showcase

Video

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37Encourage interaction

Utilize the webinar platforms chat panel and encourage Q&A

Build interaction into the presentation by stopping for questions.

Consider having a moderator on deck to up the level of response and engagement.

Create a short, searchable companion hashtag.

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38Optimize for sharing and spread it around

Upload your webinar presentation and slide notes to SlideShare.

Use keywords in the presentation title and tag your slides with plenty of relevant words.

Load the SlideShare app onto your LinkedIn & Facebook profiles.

Embed your SlideShare and YouTube video into your homepage or a blog post.

Share the links everywhere!

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39Carefully craft your final slide

Your visual takeaway for attendees.

Create a slide that either converts browsers into buyers or nudges them a little closer to doing so.

Give a link with a compelling limited time offer

Use the ShowCase app in Google HOA to do this attractively.

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40Final considerations

Plan for disaster Get feedback Follow up promptly Measure success Many web conferencing options

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41The Key to Igniting Sales is to create online content and optimize it so that it appears on the first page of search results when your customers search for you or the products or services you sell.

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42Want to Work With Me ?Call: 678-820-9577Tweet: @sentmediaEmail: Sterling@TheSentMedia.com Ignite Your Business E-Book

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