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Content Matters More Than You Think
Create It, Sustain It
by Barb SawyersConstant Contact seminar
March 26, 2014
Before
Jakob Nielsen
“Newsletters must be seen as a long-term investment: they work their magic over
time.”
Bill Gates
“Content Is King”
Content Is King
People “must be rewarded with deep and extremely up-
to-date information.”
Content Is King
“The broad opportunities …involve supplying information or entertainment. No company is too small to participate.”
What challenges are you facing?
Challenges?
Challenges = Opportunities
Stand out
Extend your reach
More reading time
“When people are out and about, they often find themselves in situations with a
few minutes to kill, and mobile content can fill that need.”
“On the other hand, much mobile use is characterized by even more time pressure than desktop use.”
“deep and extremely up-to-date
information”
Challenges +
= Opportunities
Questions
1. How can I come up with kingly content ideas?
2. How can I keep the content rolling when I’m busy?
3. How can I avoid the common gaffes?
1. How can I come up with content ideas?
Respond to customers
Repackage your expertise
Reflect your world
How can content respond to customers?
1. How can I come up with content ideas?
How can content respond to customers?
Answer questions they ask youRaise issues they need to be educated onBuild a common ground
1. How can I come up with content ideas?
How can content reflect your world?
1. How can I come up with content ideas?
How can content reflect your world?
Seasonal markets, trends, illnesses, styles…Deadlines, prime time, special occasions…Politics, world eventsSports, movies, culture
1. How can I come up with content ideas?
1. How can I come up with content ideas?
How can repackage your expertise?
1. How can I come up with content ideas?
TipsHow-toInsightNews
Create “deep and extremely up-to-date” content through
1. How can I come up with content ideas?
Link your expertise to your life
How can you repackage your expertise?
Personal stories, business anecdotes that make your point, build common ground
1. How can I come up with content ideas?
Respond to customers
Repackage your expertise
Reflect your world
Make listsCreate a content calendar
Ignore your calendarKeep it short and simple
RecycleStretch
2. How can I keep the content rolling when I’m busy?
List your content ideas
2. How can I keep the content rolling when I’m busy?
Create a content calendar
2. How can I keep the content rolling when I’m busy?
Ignore your calendar
2. How can I keep the content rolling when I’m busy?
Keep it short and simpleKISS
2. How can I keep the content rolling when I’m busy?
Recycle content and experiences
2. How can I keep the content rolling when I’m busy?
Stretch
2. How can I keep the content rolling when I’m busy?
Make listsCreate a content calendar
Ignore your calendarKeep it short and simple
RecycleStretch
2. How can I keep the content rolling when I’m busy?
3. How can I avoid the common gaffes?
BoringWanderingMisspelling
Ill-fitting
3. How can I avoid the common gaffes?
Jargonalignment bandwidth customer centricity execution human capital…
Boring
3. How can I avoid the common gaffes?
Jargonalignment bandwidth customer centricity execution human capital…
Boring
3. How can I avoid the common gaffes?
Long, stuffyBoring
More than a minute to scanBest regards
3. How can I avoid the common gaffes?
Long, stuffyBoring
More than a minute to scanBest regards
Wandering
Get to the point
Talk about the weather
Too busy to tighten
Ya-da-ya-da-ya-da
3. How can I avoid the common gaffes?
Wandering
Get to the point
Talk about the weather
Too busy to tighten
Ya-da-ya-da-ya-da
3. How can I avoid the common gaffes?
MisspellingMistakes that spell checkcan’t catch
it’s problemyour welcomesmarter then meContent reins as king
3. How can I avoid the common gaffes?
MisspellingMistakes that spell checkcan’t catch
it’s problemyour welcomesmarter then meContent reins as king
3. How can I avoid the common gaffes?
Ill-fitting
Preview imagesMobile unfriendly
How your newsletter is seen
3. How can I avoid the common gaffes?
Ill-fitting
Preview imagesMobile unfriendly
How your newsletter is seen
3. How can I avoid the common gaffes?
BoringWanderingMisspelling
Ill-fitting
3. How can I avoid the common gaffes?
Challenges = Opportunities
Stand out
Extend your reach
More reading time
Content Is King
People “must be rewarded with deep and extremely up-
to-date information.”
“Newsletters must be seen as a long-term investment: they work their magic over
time.”
Newsletters are magic
When content remains kingnewsletters can work magic
1. How can I come up with content ideas?
Respond to customers
Repackage your expertise
Reflect your world
2. How can I keep the content rolling when I’m busy?
Make listsCreate a content calendarIgnore your calendarKeep it simpleRecycleStretch
3. How can I avoid the common gaffes?
BoringWanderingMisspelling
Ill-fitting
www.stickycommunication.ca
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