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You know you need to create content
                                                                but what does that really mean?




                                          Why should you create content?
image source: http://www.visiture.com/wp-content/uploads/2009/04/content1.jpg
Why should you create content?
image source: flickr.com/photos/roblisameehan/336071768
It adds value back into the community
image source: flickr.com/photos/roblisameehan/336071768
It helps to establish “expert” status
image source: flickr.com/photos/raster/3380860520
It facilitates your ability to reach prospects
                                (wherever they are)
image source: flickr.com/photos/sequoya/3551406095




            It nurtures leads through the buying process
                                                    (educating, empowering, inspiring & enabling)
It contributes to your organic search ranking
(so when you’ve been doing it as long as these guys, you’ll be at the top too)
It allows you to have a relevant impact
image source: flickr.com/photos/cuppini/3786536540
But, what actually
            constitutes content?




image source: flickr.com/photos/doberagi/1404539812
comments...




image source: flickr.com/photos/kasia-pics/2730645297
blog posts...

image source: flickr.com/photos/13582731
tweets...
image source: flickr.com/photos/maggieduvall/3741277664
pictures...
image source: flickr.com/photos/captainsmurf/445401202
video clips...




image source: flickr.com/photos/ihp/115884803
podcasts...
image source: flickr.com/photos/zoomar/2265202595
eBooks...
image source: flickr.com/photos/ppl2a/2652375827
webinars...
image source: flickr.com/photos/meetdimdim/3452639326
Do’s & Don’ts
do, show you’re the expert...
don’t, say you are.
       (you want people to decide this for themselves)




image source: flickr.com/photos/spiritedladyboutique/3925814815
do, be committed...
(content creation is a long-tail strategy)
don’t, expect to get-rich-quick.
                                                               (it takes consistency and time)
image source: flickr.com/photos/kubina/347687569
ah, yes...I see,
                                                        interesting




                       do, use language your customers use...
image source: flickr.com/photos/shadow_cat/3537328093
what exactly is...
                                                     “mission critical”?




        don’t, use gobbledygook.
image source: flickr.com/photos/diarmada/2650933844
(just do what you do best, and let others do what they do best)




                                              do, focus on what your best at...
                                    (Like Jim Collins hedgehog focus what your passionate about)
image source: flickr.com/photos/7533960@N02/2054836038
don’t, act like you know everything.
                                                   (Utilize internal resources and let them share their expertise)
image source: flickr.com/photos/melissathemouth/3442258473
do, be helpful...
image source: flickr.com/photos/skialpine/2246988033
don’t, be self-promotional.
image source: flickr.com/photos/mslume/441182515
do, share with the community...
don’t, bombard them.
image source: flickr.com/photos/meetdimdim/3452639326
do, map content to buying stages...
don’t, make the path hard to find
image source: flickr.com/photos/digicana/4172082155
do, create buyer personas...
image source: flickr.com/photos/mej1313/2585167444




don’t assume your content is relevant, by guessing
image source: flickr.com/photos/pjb2332




       do, be innovative, experimental & fun...
      (Scott Ableman plays a practical joke on co-worker using 14,000 Post-Its)
don’t, make others content look like yours.
              (3M steals idea without compensation or credit)
Genius
Thank you!   http://www.genius.com
             t: @genius_com
             e: bgago@genius.com
             t: @BarbraGago

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