How to make great content for your business
Published on Mar 19, 2018
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PRESENTATION OUTLINE
HOW TO make great content for your business
David Wilson | @mazydavy | david@totheend.co.uk
Photo by Kelly Sikkema
Reasons for Creating Content
- Build brand
- Establish credentials and expertise
- Talk to your customers
- Attract visitors from search engines
- Attract press coverage
- Social media interactions
Photo by Jean-Pierre ARIBAU
Regular Content TYPES
- Blog
- Podcast
- Video
- White Paper
- Newsletter
- Photos & Images
Photo by jimmiehomeschoolmom
REGULAR CONTENT FAILS
- Give up from lack of success
- Don't promote it
- Struggle for ideas
Photo by David B. Williams
TAKES TIME TO BUILD AUDIENCE
TAKES TIME TO BUILD AUDIENCE
TAKES TIME TO BUILD AUDIENCE
SUCCESS IS UNPREDICTABLE
SHARE WHEN APPROPRIATE
FREE TOOLS you can USE
- Google Analytics
- Search Console
- KParser
- BuzzSumo
- OpenSiteExplorer
- Quora
Photo by Related Fluid Power
THE SNIFF TEST: IS IT
- Helpful?
- Valuable?
- Unique?
- Better than the next site's?
hERO CONTENT = MORE EFFORT
- Linked from homepage
- Promoted to press
- Outreach campaigns
- Paid Promotion
- Data Collection
Photo by Serge Kutuzov
BIG CONTENT types
- Topic Specific Site / Blog
- Research Project
- Long-form Articles
- Quality Video
- Infographic or Data Visualisation
Photo by solofotones
BIG CONTENT types
- Topic Specific Site / Blog
- Research Project
- Long-form Articles
- Quality Video
- Infographic or Data Visualisation
Photo by solofotones
BIG CONTENT types
- Topic Specific Site / Blog
- Research Project
- Long-form Articles
- Quality Video
- Infographic or Data Visualisation
Photo by solofotones
BIG CONTENT types
- Topic Specific Site / Blog
- Research Project
- Long-form Articles
- Quality Video
- Infographic or Data Visualisation
Photo by solofotones
BIG CONTENT types
- Topic Specific Site / Blog
- Research Project
- Long-form Articles
- Quality Video
- Infographic or Data Visualisation
Photo by solofotones
Big Content Rules
- Think BIG
- Think little
- Don't Sell it Short
- Timeless or Timely
Photo by Kaarina Dillabough
BIG CONTENT Fails
- Idea not well-matched to audience
- Too little effort making
- Too little effort sharing
Photo by CincinnatiPhoto
FIND THE RIGHT AUDIENCE
- Build a persona to test against
- Look at what your audience already shares
- Think about promotion you can scale
Photo by Fouquier ॐ
Making BIG CONTENT
- Have a proper objective
- Plan time and budget
- Don't cut corners
- Make it comprehensive
- Think about responses - what do we want to happen?
Photo by eriwst
Sharing Big Content
- Make it easy to share
- Make it easy to digest
- Tell everyone
- Don't skimp on budget or effort.
Photo by cogdogblog
CASE STUDY: DRIVERLESS CARS
Photo by Photographing Travis
CASE STUDY: DRIVERLESS CARS
Photo by Photographing Travis
CASE STUDY: DRIVERLESS CARS
Photo by Photographing Travis
CASE STUDY: DRIVERLESS CARS
Photo by Photographing Travis
CASE STUDY: DRIVERLESS CARS
Photo by Photographing Travis
How to make great content for your business
David Wilson | @mazydavy | DAVID@TOTHEEND.CO.UK
Photo by ed_needs_a_bicycle
