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IGNITE YOUR 
BUSINESS WITH 
CONTENT 
MARKETING 
STERLING PERRY - CEO, SENT MEDIA MARKETING 
#IGNITEBIZ @SENTMEDIA 
1
Housekeeping 
Today’s hashtag: #IGNITEBIZ 
Follow @sentmedia 
A few minutes of Q&A at the end of each 
section. 
You can also tweet your questions to 
@sentmedia using #IGNITEBIZ 
2
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 
3
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. 
4
The 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. 
5
What 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. 
6
What 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. 
7
The 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. 
8
PODCASTING & 
WEB TV 
IS THIS THING ON??? 
9
What 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 
10
Why 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 
11
HOW TO PRODUCE 
YOUR SHOW 
SUCCESS TIPS 
12
Watch 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? 
13
Identifying 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. 
14
You 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 
15
Plan 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. 
16
Press Record 
Record your show 
Edit 
Post-production 
Export as a MP3/MP4 
Keep your show under 
30 min. 
17
Record 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 
18
Title, 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 
19
WEBINARS 
YOUR GUIDE TO AWESOMENESS 
20
What 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. 
21
67% of Business 
Leaders 
Who rely on social media for business 
information seek out relevant podcasts and 
webinars. 
22
Why attendees love webinars 
 Robust, interactive and social 
 Less intimidating 
 Broad-reaching 
 Geographically neutral 
 Team player in the content mix 
 Effective 
 Door openers 
23
HOW TO CREATE 
AWESOME 
WEBINARS 
10 TIPS TO AWESOMENESS 
24
Ask, “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? 
25
Create 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. 
26
Go 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 
27
Create 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. 
28
Write 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. 
29
Have compelling slides 
 Streamline your slides 
 Use 32 point font size 
 Offer one idea per slide 
 Use interesting graphics 
30
Titles 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 
31
Choose 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. 
32
Practice 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 
33
Reimagine 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 
34
HOW TO PRODUCE 
AWESOME WEBINARS 
35
Google+ 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 
36
Encourage 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. 
 #IGNITEBIZ 
37
Optimize 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! 
38
Carefully 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. 
39
Final considerations 
 Plan for disaster 
 Get feedback 
 Follow up promptly 
 Measure success 
 Many web conferencing options 
40
The 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. 
41
Want to Work With Me ? 
Call: 678-820-9577 
Tweet: @sentmedia 
Email: Sterling@TheSentMedia.com 
 Ignite Your Business E-Book 
 Digital Marketing Coaching & Consulting 
 Website Development 
 Don’t leave without scheduling Your FREE 30 minute consultation! 
 Audit your website 
 Audit your social media 
 Strategy session 
42

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Ignite Your Business with Content Marketing Part 2

  • 1. IGNITE YOUR BUSINESS WITH CONTENT MARKETING STERLING PERRY - CEO, SENT MEDIA MARKETING #IGNITEBIZ @SENTMEDIA 1
  • 2. Housekeeping Today’s hashtag: #IGNITEBIZ Follow @sentmedia A few minutes of Q&A at the end of each section. You can also tweet your questions to @sentmedia using #IGNITEBIZ 2
  • 3. 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 3
  • 4. 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. 4
  • 5. The 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. 5
  • 6. What 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. 6
  • 7. What 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. 7
  • 8. The 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. 8
  • 9. PODCASTING & WEB TV IS THIS THING ON??? 9
  • 10. What 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 10
  • 11. Why 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 11
  • 12. HOW TO PRODUCE YOUR SHOW SUCCESS TIPS 12
  • 13. Watch 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? 13
  • 14. Identifying 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. 14
  • 15. You 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 15
  • 16. Plan 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. 16
  • 17. Press Record Record your show Edit Post-production Export as a MP3/MP4 Keep your show under 30 min. 17
  • 18. Record 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 18
  • 19. Title, 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 19
  • 20. WEBINARS YOUR GUIDE TO AWESOMENESS 20
  • 21. What 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. 21
  • 22. 67% of Business Leaders Who rely on social media for business information seek out relevant podcasts and webinars. 22
  • 23. Why attendees love webinars  Robust, interactive and social  Less intimidating  Broad-reaching  Geographically neutral  Team player in the content mix  Effective  Door openers 23
  • 24. HOW TO CREATE AWESOME WEBINARS 10 TIPS TO AWESOMENESS 24
  • 25. Ask, “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? 25
  • 26. Create 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. 26
  • 27. Go 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 27
  • 28. Create 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. 28
  • 29. Write 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. 29
  • 30. Have compelling slides  Streamline your slides  Use 32 point font size  Offer one idea per slide  Use interesting graphics 30
  • 31. Titles 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 31
  • 32. Choose 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. 32
  • 33. Practice 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 33
  • 34. Reimagine 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 34
  • 35. HOW TO PRODUCE AWESOME WEBINARS 35
  • 36. Google+ 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 36
  • 37. Encourage 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.  #IGNITEBIZ 37
  • 38. Optimize 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! 38
  • 39. Carefully 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. 39
  • 40. Final considerations  Plan for disaster  Get feedback  Follow up promptly  Measure success  Many web conferencing options 40
  • 41. The 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. 41
  • 42. Want to Work With Me ? Call: 678-820-9577 Tweet: @sentmedia Email: Sterling@TheSentMedia.com  Ignite Your Business E-Book  Digital Marketing Coaching & Consulting  Website Development  Don’t leave without scheduling Your FREE 30 minute consultation!  Audit your website  Audit your social media  Strategy session 42