Transcript
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brought to you by…

Content Development Workshop

Let’s get down to business …

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Kate MorrisPrincipal Consultant

[email protected]

@katemorris

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Developing Content

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Keyword Research is in the Past

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The Key to Content is Users

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Situation:New Product, No

Competitors, No Known Product Keywords

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Beta User Interviews Analytics Analysis

Keyword Planner PPC Tests

New Product Content

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Ready?

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User Stories(aka Personas)

#1Step

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Identify and Define 3 User Types

#1Step

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Identify and Define 3 User Types1. Who are they? (Make up a name, occupation, etc.)2. What is their problem/issue/need that makes them look for your

product or service?3. What other things are they dealing with in life?4. What do they do online?5. How do they find your website and what do you want them to do

when they get there?

#1Step

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Community Research

#2Step

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1. Find people on social media like your personas.2. Identify what they read and share.3. Use tools like Facebook, Google Surveys, Ask

Your Target Market, or just email to survey them.

#2Step

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Become a part of their community.1. Share knowledge in forums (no selling).2. Guest post and advertise on sites.3. Do favors, make friends.4. Above all, listen.

#2Step

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Brainstorming

#3Step

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Write. Everything. Down.

#3Step

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Get someone else’s input and ideas.

#3Step

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Write. Everything. Down.

#3Step

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Qualification

#4Step

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S.I.N.N.E.R.shareable, informative, news breaking, novel, exceptional, and

reactionary

Your content needs at least three.

#4Step

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Is your content sinning?

#4Step

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Execute

#5Step

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Execute Tips1. Be better than what is currently out there.2. Be realistic about your capabilities and pay well for people doing

things you can’t (freelancer writers, designers, developers).3. Communicate the entire way with your team, boss, or client. Everyone

has to agree.4. Be ready to let your idea go if it doesn’t work.5. Promotion has to be a part of this process even if it’s just product

content.6. Be proud to share it with others, if not, go back to the drawing board.

#5Step

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You Should Have:A focus set of personas

Where to start entering their communityTons of Ideas

A smaller list of great ideasA plan for execution (community, influencers,

guidelines)