Content Marketing - In Pursuit of Audience Love

SOCIAL CHANNELS PUBLICATIONS ANALYSE TRENDS

• Google Insights• Social Bakers• Spike Tool

• HBR• Forbes• Economist• Top Blogs/ Websites

in Your Industry

• Facebook• Twitter, Google+• Linkedin• Quora• Slideshare• Visual.ly

SOCIAL NEWS DISCOVERYPLATFORMS

• Muckrack (Paid)

• Digg

AGGREGATION PLATFORMS

1.2.3.4.

Follow SourcesIntegrate Social AccountsSit Back & ReadCollect Relevant Content(by Adding to Pocket on Feedlyor Flipping into yourPersonal Flipboard Magazine)

• Feedly• Flipboard

Characteristics of a Document

Exhaustive

Characteristics of a Presentation

Cinematic story

Topical structure Dramatic structure

Informative Transformative

Analytical process Creative process

Visually dense Visually sparse

Intended to be read Intended to be heard

Self-guided Presenter-guided

Characteristics of a Slidedoc

Explanatory Slidedoc

Neither dense documents nor sparse slides contain the right balance of detail and scanability to be used as a pre-read or handout. Slidedocs combine the strengths of documents and presentations while minimizing their weaknesses.

Modular structure

Educational

Visual thinking process

Tight visual-to-prose ratio

Understood quickly

1. Do people need to hear your message directly fromyou? If so, you should deliver a presentation.

2. Does the subject matter require a lot of detail tounderstand? If so, a slidedoc could be your best bet.The table to the right serves as a guide to help youdecide where some internal and externalcommunications may fall on the spectrum.

ATTRACTIONWhy should I listen?

RETENTIONOk, I’m Listening Now

AUTHORITYWhy Should I Believe You?

• Research Studies• Whitepapers• Blogs• POV• Case Studies

• Email Newsletters• Snackable Social Content• Webinars• Podcasts

• eBooks/How to Guides• Interactive Tools/Demos• Presentations• Infographics• Videos

ATTRACTION RETENTION AUTHORITY• Research Studies• Whitepapers• Blogs• POV• Case Studies

• Email Newsletters• Webinars• Podcasts

• Interactive Tools/Demos• eBooks/How to Guides• Presentations• Infographics• Videos

ATTRACTION RETENTION AUTHORITY

THE QUEEN TOTALLY UNAWARE OF THE EXISTENCE OF HER KING,WHILE HE TRUMPETS ABOUT HIMSELF!

• Research Studies• Whitepapers• Blogs• POV• Case Studies

• Email Newsletters• Webinars• Podcasts

• Interactive Tools/Demos• eBooks/How to Guides• Presentations• Infographics• Videos

SHAREABLESEARCHABLE SNACKABLE• Every time you create an

article, infographic, blog, or video, ask yourself if someone would find it interesting enough to share— and if the answer is no,start again.

• The average adult attention span is less than 8 seconds today.

• People will consume long-form content from time to time. But you want to keep them coming back for their daily “snacks” of information.

• With more than 100 billion global searches on Google every month, you have to build search optimization into your writing – from the start, not as an afterthought.

A strong title will entice your audience to read the rest of the text on your slide. Clear copy,however, will make sure they fully absorb your message.

• For more writing pointers, check out William Zinsser’s

text feature isoffer the speech-

“When a sentence becomes stronger,it usually becomes shorter. Thus, brevity is

a by-product of vigor.”

–Strunk & White, Elements of Style

• Changing your copy from passive to active voice most often means putting your subject at the beginning of your sentence and having it perform an action.

• Keep it short and to the point.

classic, “On Writing Well”.

Passive Voice Active Voice

The new version We developed the of our product new version ofwas developed in our product in 9

9 months. months.

The speech-to- Both products available on both

products. to-text feature.

can identify things as either

perspective.

the similarities and

Use analogies:

People respond when they

similar or different from their

Using analogies to compare

differences aids

understanding.

Cite examples:

Show readers examples oftimes when others in asimilar situation made adecision to align with yourperspective and had asuccessful outcome.

Case studies and proof help people through their decision process.

Make benefits explicit: Before a reader will get on board with what you’re proposing, they need to see what’s in it for them.

Make it clear what reward they will receive if they take the risk of aligning with you.

Use emotional appeal: Business copy tends to be cold and factual. But decisions are made before they are rationalized.

Incorporate emotive visuals, shocking statistics, and stories that create an emotional response in the reader.

People will only share your content when••

•

•

it makes them look smart (extremely informative)they find it extremely usefulit makes them unique (great design, unique POV)its entertaining (and people would love them!)

Ahem, don’t ask me why I am sharing this presentation now!

BEFORE

Studying the sun could be a visually arresting experience, but this document is dull and dense, which can be intimidating.

As a result, its dull nature may affect thecomprehension of the subject matter.

Chunking the text by topic and displaying it ina visually interesting way can entice studentsto dive in.

AFTERBelieve it or not, this is the same material as the “before” example on the previous page. It’s colorful and broken into smaller, more digestible chunks of information.

1 DESIGN INSPIRATION 2 COLOUR PALETTE 3 FREE IMAGES/VECTOR ICONSGENERATOR/EXTRACTOR

4 5 DESIGN TOOLS FORALL FORMATS

6PRESENTATIONDESIGN

VIDEO CREATION

Canva• HaikuDeck• Canva

• Powtoon

• Adobe Voice (With Images andnarratives)

• Noun Project

• Compfight

• Adobe Kuler• Colorpic

• Behance• Slideshare• Visual.ly

1 DESIGN INSPIRATION

• Behance

• Slideshare

• Visual.ly

2 COLOR PALETTE GENERATOR/ EXTRACTOR

COLORFUL

DARK

DEEP

• Adobe Kuler

• Colorpic

3 FREE IMAGES/VECTOR ICONS

• Noun Project

• Compfight

• Photorack

4 PRESENTATIONDESIGN

• HaikuDeck

• Canva

5 DESIGN FOR ALLFORMATS

Canva

(Posters,

Infographics,

Fb/Twitter

Covers,

Email etc)

6 VIDEO CREATION

• Powtoon

• Adobe Voice

• VideoScribe

HighTHIRD PARTY

SOCIAL

• Linkedin

OWNED

Low

High Degree of Control Low

Deg

ree

of

Infl

uen

ce

• Website/Microsite• Webinar• Email List• Mobile App

• Facebook

• Twitter• Google+• Youtube• Slideshare

• Syndicated Publications- CIO, HBR- Forbes,- Information Week- Economist

• Influencer Outreach• Digital PR

HighTHIRD PARTY

SOCIAL

• Linkedin

OWNED

STEP 1 – BUILD YOUR HOMELow


Deg

ree

of

Infl

uen

ce


• Facebook




HighTHIRD PARTY

SOCIAL

• Linkedin

OWNED

STEP 2 -INVITE OTHERS TO

YOUR HOUSE PARTY

Low

High Degree of ControlLow

Deg

ree

of

Infl

uen

ce


• Facebook




HighTHIRD PARTY

SOCIAL

• Linkedin

OWNED

STEP 3 – HELP THE OTHERS VOUCHFOR HOW GREAT YOUR PARTY WAS!

Low


Deg

ree

of

Infl

uen

ce


• Facebook




SOCIALOWNED EARNED

• No. of Mentions

• No. of Followers

• Reshares• Leads (Slideshare)• % Traffic to Website from

Social Channels

• Bounce Rate• Time on Site• % Returning Visitors• Open Rate• No. of Downloads• Leads


Advocacy Loop

DISTRIBUTION

CHANNELSMETRICSFORMATS

AWARENESS

ENGAGEMENTEngagement Rate

CONVERSION

ADVOCACY

Mentions

No. of

Influencer/PublicationAnalyst Reports, Media

Connection

PR Stories, AnalystRecommendations

No. of LeadsWebsite, Microsites, Slideshare, Community

Research Studies,

Whitepapers, POVs, Case

Studies, Guides

Open Rates, %

Returning Visitors,Email, Social Channels, (LinkedIn) Communities

Email Social, Webinars,

Podcasts, Blogs

eBooks/How to Guides,

Demos, Presentations,

Infographics, Short Videos

EFFORT

30%

20%

20%

30%

Bounce Rate, No. of Followers/Downloads,

Reshares

SEO/Paid Search, Social,Native Ads,Online PR

Content Marketing - In Pursuit of Audience Love

Marketing

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