Justice Mitchell: Psychotic Cross Content Training #FLBlogCon13
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Transcript of Justice Mitchell: Psychotic Cross Content Training #FLBlogCon13
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© 2013 • All Rights Reserved • Big Block Studios Inc. • JusticeMitchell.com
PsychoticCross-Content Training
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Psychotic: an abnormal condition of the mind,
and is a generic psychiatric term for a
mental state often described as involving
a "loss of contact with reality".
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Reality=Boring Content
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THIS SHOULD SUCK
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Topic-Driven BlogPersonal Blog Business Blog
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Personal Blog
Journal Content Self Branding Monetized Content
Main Menu Alt. Content
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Journal Content - Foundations
• Define mission and goals
• Create a schedule
• Make it personal
• Key into goal growth
• Participate “in real life”
• Stay humble
• Feedback
IDEAS
KILLERS
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Journal Content - Ideas
• Support your content with your history
• Stories from your childhood
• Make a timeline of your life
• Write in third person looking in
• Try using a story site like:
• http://cowbird.com/
• https://storify.com/
• http://storyful.com/
IDEAS
KILLERS
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Journal Content - Killers
• #1 Killer: Lack of attention to engagement
• Inconsistent voice
• Playing sides
• Zombie apocalypse
IDEAS
KILLERS
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Self Branding - Foundations
• Identify your place (research)
• Define your voice, tone and manner
• Consistently brand all channels
• Create content to support image
• Defining your look
• Create consistent
• Be unique
• Engage
IDEAS
KILLERS
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Self Branding - Ideas
• Daily videos, vines or instagram videos
• Create a podcast or online radio show
• Become a guest blogger
• Become someone's pull quote:
• http://www.responsesource.com/
• http://www.helpareporter.com/
• http://flacklist.com/
• http://muckrack.com/
IDEAS
KILLERS
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Self Branding - Killers
• Weak content with little value to audience
• Perception of “selling out”
• Superiority in voice
• Inconsistent posts
• Pushing sales
• Radioactive Fallout
IDEAS
KILLERS
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Monetized Content - Foundations
• Launch blog with content
• Seek ad networks (or customer direct ads) that are appropriate for your demographic
• If you’re seeking sponsorships or product be clear in your contextual intentions with the customer or brand.
• Don’t seek advertisers until you have ample traffic, or subscribers
• Be transparent with sponsorships, affiliation and ambassadorships
IDEAS
KILLERS
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Monetized Content - Ideas
• Use videos with rating and reviews
• Give “pro” and “con” summaries every time
• Support big post with an engagement email campaign
• Create a ranking systems and leader-boards (makes additional content)
• Reverse-engineer your competition’s most engaged posts
• Recycle and refresh evolving topical content
• Create surveys and ways to get feedback
• Cultural “piggybacking”
IDEAS
KILLERS
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Monetized Content - Killers
• Getting caught selling sponsored content as genuine
• Being “too much” of any one opinion
• Not feeding your followers
• Piranha Fish
IDEAS
KILLERS
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Business Blog
Online Business Brick & Mortar B2B Content
Main Menu Alt. Content
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Online Business - Foundations
• Do a competitive content and social analysis
• Create an ambassador program
• Create a voice for the business
• Create an assignment desk
• Create a content calendar
• Seek out SMEs for content
• Track and optimize
• Be consistent
IDEAS
KILLERS
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Online Business - Ideas
• Multi-part blog posts
• Interview your customer
• Map the production process of your product
• Create a weekly content tradition “Behind the Scenes Tuesdays”
• Pre, During and Post content for all new product launches
• Produce basic video overviews of products (see: Zappos)
• Create posts about the history of your product
IDEAS
KILLERS
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Online Business - Killers
• Getting too personal
• Poor social engagement
• Talking bad about competitors
• Lack of engagement
• Vampires
IDEAS
KILLERS
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Brick & Mortar - Foundations
• Cover/Own all location-based social networks to your location
• Create ample content (photos & videos) of your location and culture
• Give your online audience exclusivity before the general public
• Cover the social channels appropriate for your demographic
• Seek ways to make people part of the online content
• Create and maintain an online communal extension
• Favorite customers become ambassadors
IDEAS
KILLERS
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Brick & Mortar - Ideas
• Online contest for in-store rewards
• Create #instagram and micro-video incentivized programs and discounts
• Open your blog for external (moderated) submissions
• Crowdsource customers on new product ideas
• Rewards programs for blogger outreach
• Make complaints real content
IDEAS
KILLERS
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Brick & Mortar - Killers
• Not glorifying contest winners
• Inconsistent content deployment
• Lack of content diversity
• Rabid Packs of Dogs
IDEAS
KILLERS
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B2B Content - Foundations
• Deploy topical content first
• Cover your competitor’s bases
• Create new content not simply source it
• Content should create “thought leadership” not bandwagon
• Alignment with external blogging SME within category
• Seek content from staff (incentivize)
• Content calendars for posts and PR
IDEAS
KILLERS
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B2B Content - Ideas
• Create a community of SMEs for your business (also crisis)
• Actively seek photos, videos and feedback from staff (run contests)
• Develop communities and seed topics on boards for fresh perspectives
• Support your industry vertical with a independent multi-author content blog
• Seasonal, end-of-year and product launch based content
• Pre-write content prior to live events
IDEAS
KILLERS
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B2B Content - Killers
• Lack of knowledge within category
• Not responding to feedback
• Slow customer service
• Slow content distribution
• Giant F-ing Meteor!
IDEAS
KILLERS
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Topic-Driven Blog
Education & Training Ratings & Reviews Category SME
Main Menu Alt. Content
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Education & Training - Foundations
• Define all the tools before the techniques
• Be sure to outline difficulties (create degrees)
• Make sure you cross-link DIY items that relate
• Multi-authors post work well to cover ancillary topics
• When creating online education be sure to use ample content
• Don’t get brand specific (unless promoting one)
• Explain the process in more than one way
IDEAS
KILLERS
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Education & Training - Ideas
• Videos, vines and instagrams - make multistep processes video
• Heavily tag your content so like-minded topics will live in the same place
• Monetize your education:
• Learning Management Systems (LMS)
• http://www.mindflash.com
• http://www.litmos.com/
• http://www.talentlms.com/
IDEAS
KILLERS
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Education & Training - Killers
• Poor or inadequate content
• Too basic/advanced for demo
• Keeping current - version control
• Killer Space Aliens
IDEAS
KILLERS
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Rating & Reviews - Foundations
• Create a defined rating model
• Try to equally weight pros and cons
• Progressively review your ranking process
• Be transparent with sponsored reviews
• Let your audience submit ratings
• Create unique ranking criteria
• Be topical — “don’t rate late!”
IDEAS
KILLERS
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Rating & Reviews - Ideas
• Do end-of-year reviews
• Roll out new products
• Seek content from the vendors
• Seek supporting metrics from independents
• Invites category SMEs to submit their ratings
• Create “best of” and “worst of” categories
• Create leader-boards
IDEAS
KILLERS
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Rating & Reviews - Killers
• One-sided reviews
• Lack of integrity
• Slow engagement
• Killer Bees
IDEAS
KILLERS
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Category SME - Foundations
SME Blogs are a derivative of Personal Branding but usually more topic or subject matter driven.
• SME content while topical adds credibility
• Maintain topical status within vertical
• Create “key differentiation” through opinion, research and strategies
• “OWN” the category with supported content
• Create content from resourced data
• Publish external content such as eBooks and whitepapers
IDEAS
KILLERS
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Category SME - Ideas
• Respectfully challenge competitions’ content
• Create quarterly reviews and year-end “wrap ups”
• Prognosticate trends and changes in your vertical
• Surround yourself with other SMEs you’re not in competition with
• Posts should create a foundational understand with defined opinion
• Create content where their is none – podcasts? Infographics?
• Fertile soil for multi-part posts
IDEAS
KILLERS
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Category SME - Killers
• Don’t be a douche bag
• Consistency in messaging and deployment
• Don’t make up facts
• Sharknados
IDEAS
KILLERS
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This Is A Test ... Remain Calm.
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Define The Social Graph
What other marketing touch points are you using to get noticed?
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Building Blocks For Ideation
#POSTS
COMMUNITIES
WEBISODIC CONTENT
VIDEOS
PODCASTS
DIRECT
TWEETS
WEBSITES
THREADS
FORUMS
ARTICLES
PRESS RELEASES
EMAILS
INTERNALMESSAGING
SPECIAL OFFERS
POSTS
THEN NOW
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Content Litmus Test
NCAs ENGAGEMENT RETENTION RECRUITMENT BRAND IMPRESSION
ONLINE PURCHASESBUZZ
CONTESTS PRESS & NEWS WEBINARS COMMUNITY EVENTS PRODUCTEDUCATION
TRENDSPOTTING
Primary Directives:
Secondary Directives:
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Mapping Your Content
Month 3Month 2Month 1
2 2 3 3 5
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Your Special Magical Unicorn Person Thing
Justice Mitchell:
• Global Social Media Director — Kaseya
• JusticeMitchell.com — Blogger
Social Nerd:
• twitter.com/justicemitchell
• instagram.com/justicemitchell
• facebook.com/justicewmitchell
SPEAKER