Content Marketing for Writers

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    22-Jan-2018

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  1. 1. WHO ARE YOU?
  2. 2. WHO AM I?
  3. 3. TODAY
  4. 4. TEN YEARS AGO
  5. 5. YOU ALREADY KNOW HOW TO DO THE HARDEST PART.
  6. 6. Content Marketing for Writers
  7. 7. 13 CONTENT MARKETING TACTICS EMAIL NEWSLETTER PHOTO ESSAYSBLOG WHITE PAPER PODCAST VIDEO SOCIAL MEDIA MOBILE APPS eBOOK LIVE EVENT CUSTOM PUBLICATION ARTICLES WEBINAR WEBSITE MICROSITE SLIDESHARES INFOGRAPHIC CASE STUDY CONTENT CURATION DIRECT MAILCONTEST LIVE VIDEO GUEST POSTS RESEARCH REPORT
  8. 8. Its a strategic approach that involves the creation, distribution and measurement of stuff that attracts and retains readers. WHAT IS CONTENT MARKETING?
  9. 9. 15 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
  10. 10. 16 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
  11. 11. 17 THE CONTENT PROCESS PLAN BRAND TARGET AUDIENCE GOALS TACTICS
  12. 12. 18 THE CONTENT PROCESS PLAN BRAND TARGET AUDIENCE GOALS TACTICS
  13. 13. 19 KNOW THYSELF & THY TARGET AUDIENCE
  14. 14. 20 Via medium.com/@kelliagodon/you-are-not-a-brand
  15. 15. 21 WHY BRAND?A personal brand communicates your nuances quickly & clearly, so you connect with the right readers.
  16. 16. 22 What topics am I most passionate about? What have been my most popular works? What people does my writing attract? How would they describe my work? What do they love most about it? WHATS MY BRAND?
  17. 17. 23 THE CONTENT PROCESS PLAN BRAND TARGET AUDIENCE GOALS TACTICS
  18. 18. 24 SMART & STRETCH
  19. 19. 25 Specific Measurable Actionable Realistic Timely SMART GOALS ARE:
  20. 20. 26 Specific Measurable Actionable Realistic Timely SMART GOALS ARE: I will grow my platform.
  21. 21. 27 Specific Measurable Actionable Realistic Timely SMART GOALS ARE: I will grow my platform. I will add 200 eNews subscribers by 2017.
  22. 22. 28 Specific Measurable Actionable Realistic Timely SMART GOALS ARE: I will grow my platform. I will add 200 eNews subscribers by 2017. I will sell 1K copies of my eBook between now and Christmas.
  23. 23. 29 Specific Measurable Actionable Realistic Timely SMART GOALS ARE: I will grow my platform. I will add 200 eNews subscribers by 2017. I will sell 1K copies of my eBook between now and Christmas. I will receive 20 rejection letters in 2016.
  24. 24. 30 SET A STRETCH GOAL I will get an essay published in the NYT. I will give a book reading to a sold-out crowd. I will appear on a national news show. My eBook will reach #1 in its Amazon category.
  25. 25. 31 How much time can I devote? What could derail my efforts? How can I prepare? AS YOURE SETTING GOALS, CONSIDER:
  26. 26. 32 THE CONTENT PROCESS PLAN BRAND TARGET AUDIENCE GOALS TACTICS
  27. 27. 33 STOCK & FLOW
  28. 28. 34 STOCK & FLOW High-quality More time to produce Long shelf life VIDEO eBOOK
  29. 29. 35 STOCK & FLOW Lower quality Less time to produce Ephemeral High-quality More time to produce Long shelf life VIDEO eBOOK BLOG eNEWSSOCIAL MEDIA
  30. 30. 36 CHOOSE TACTICS EMAIL NEWSLETTER PHOTO ESSAYSBLOG WHITE PAPER PODCAST VIDEO SOCIAL MEDIA MOBILE APPS eBOOK LIVE EVENT CUSTOM PUBLICATION ARTICLES WEBINAR WEBSITE MICROSITE SLIDESHARES INFOGRAPHIC CASE STUDY CONTENT CURATION DIRECT MAILCONTEST LIVE VIDEO GUEST POSTS RESEARCH REPORT
  31. 31. 37 CHOOSE TACTICS EMAIL NEWSLETTER PHOTO ESSAYSBLOG WHITE PAPER PODCAST VIDEO SOCIAL MEDIA MOBILE APPS eBOOK LIVE EVENT CUSTOM PUBLICATION ARTICLES WEBINAR WEBSITE MICROSITE SLIDESHARES INFOGRAPHIC CASE STUDY CONTENT CURATION DIRECT MAILCONTEST LIVE VIDEO GUEST POSTS RESEARCH REPORT
  32. 32. 38 CHOOSE TACTICS: EVERYDAY EMAIL NEWSLETTER PHOTO ESSAYSBLOG WHITE PAPER PODCAST VIDEO SOCIAL MEDIA MOBILE APPS eBOOK LIVE EVENT CUSTOM PUBLICATION ARTICLES WEBINAR WEBSITE MICROSITE SLIDESHARES INFOGRAPHIC CASE STUDY CONTENT CURATION DIRECT MAILCONTEST LIVE VIDEO GUEST POSTS RESEARCH REPORT
  33. 33. 39 CHOOSE TACTICS EMAIL NEWSLETTER PHOTO ESSAYSBLOG WHITE PAPER PODCAST VIDEO SOCIAL MEDIA MOBILE APPS eBOOK LIVE EVENT CUSTOM PUBLICATION ARTICLES WEBINAR WEBSITE MICROSITE SLIDESHARES INFOGRAPHIC CASE STUDY CONTENT CURATION DIRECT MAILCONTEST LIVE VIDEO GUEST POSTS RESEARCH REPORT
  34. 34. 40 CHOOSE TACTICS: OPPORTUNISTIC EMAIL NEWSLETTER PHOTO ESSAYSBLOG WHITE PAPER PODCAST VIDEO SOCIAL MEDIA MOBILE APPS eBOOK LIVE EVENT CUSTOM PUBLICATION ARTICLES WEBINAR WEBSITE MICROSITE SLIDESHARES INFOGRAPHIC CASE STUDY CONTENT CURATION DIRECT MAILCONTEST LIVE VIDEO GUEST POSTS RESEARCH REPORT
  35. 35. 41 CONTENT MARKETING PLAN Blog Guest Content Facebook Twitter Types Journal entries Book reviews Curated articles Author Q&As Opinion News How-To Links News articles Images Links Status updates Retweets Mentions Frequency 1x week 1x month 2x week 5x week Success Metrics Visitors Page views Time on site Visitors Comments Shares Reach Engagement New followers Impressions Mentions Goals 1 post/week +20% visitors/mo 1 post/month 2 posts/ week +5 likes/week +50 follows/week 10 mentions/mo 6K imps/mo
  36. 36. 42 CONTENT MARKETING PLAN Blog Guest Content Facebook Twitter Types Journal entries Book reviews Curated articles Author Q&As Opinion News How-To Links News articles Images Links Status updates Retweets Mentions Frequency 1x week 1x month 2x week 5x week Success Metrics Visitors Page views Time on site Visitors Comments Shares Reach Engagement New followers Impressions Mentions Goals 1 post/week +20% visitors/mo 1 post/month 2 posts/ week +5 likes/week +50 follows/week 10 mentions/mo 6K imps/mo
  37. 37. 43 CREATE AN EDITORIAL CALENDAR Via ProBlogger.com
  38. 38. 44 CREATE AN EDITORIAL CALENDAR
  39. 39. 45 CONCEPTING WORKSHEET Content Title Platform(s) Target Audience Keywords Theme Type Structure Blog post Article or essay eBook Video PodcasteNews Info- graphic Multi- media News/ Trends List FAQ Best of Q&AHow-to Opinion Curated Adapted from HubSpot.com Earned Owned
  40. 40. 46 CONCEPTING WORKSHEET Content Title Platform(s) Target Audience Keywords Theme Type Structure Researching Mysterious Family Legends Ancestry.com Blog post Article or essay eBook Video PodcasteNews Info- graphic Multi- media News/ Trends List FAQ Best of Q&AHow-to Opinion Curated Adapted from HubSpot.com Earned OwnedX
  41. 41. 47 CONCEPTING WORKSHEET Content Title Platform(s) Target Audience Keywords Theme Type Structure Researching Mysterious Family Legends Ancestry.com Women interested in genealogy Blog post Article or essay eBook Video PodcasteNews Info- graphic Multi- media News/ Trends List FAQ Best of Q&AHow-to Opinion Curated Adapted from HubSpot.com Earned OwnedX
  42. 42. 49 CONCEPTING WORKSHEET Content Title Platform(s) Target Audience Keywords Theme Type Structure Researching Mysterious Family Legends Ancestry.com Women interested in genealogy Family legends, family ghost stories Blog post Article or essay eBook Video PodcasteNews Info- graphic Multi- media News/ Trends List FAQ Best of Q&AHow-to Opinion Curated Adapted from HubSpot.com Earned OwnedX
  43. 43. Generate ideas and drive traffic. Increase productivity.
  44. 44. Generate ideas and drive traffic. Increase productivity.
  45. 45. 55 CONCEPTING WORKSHEET Content Title Platform(s) Target Audience Keywords Theme Format/Type Structure Researching Mysterious Family Legends Ancestry.com Women interested in genealogy Family legends, family ghost stories Family stories, genealogy X Blog post Article or essay eBook Video PodcasteNews Info- graphic Multi- media X News/ Trends List FAQ Best of Q&AHow-to Opinion Curated Adapted from HubSpot.com Earned OwnedX
  46. 46. 56 CONCEPTING WORKSHEET Content Title Platform(s) Target Audience Keywords Theme Format/Type Structure Researching Mysterious Family Legends Ancestry.com Women interested in genealogy Family legends, family ghost stories Family stories, genealogy X Blog post Article or essay eBook Video PodcasteNews Info- graphic Multi- media X News/ Trends List FAQ Best of Q&AHow-to Opinion Curated Adapted from HubSpot.com Earned OwnedX
  47. 47. 57 THE CONTENT PROCESS PLAN BRAND TARGET AUDIENCE GOALS TACTICS
  48. 48. 58 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
  49. 49. 60 PERFECTION IS THE ENEMY OF GOOD
  50. 50. 61 KEEP THE IDEAS COMING Whats been occupying my mind? What topics have caught my interest? What things have I read? Whats trending on social media? What content marketing am I feeling excited about? What type of content marketing havent I done in a while?
  51. 51. 62 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
  52. 52. via HubSpot.com
  53. 53. 64 DISTRIBUTION METHODS Website Blog Social Earned Links eNews Internal Links Forums Reformat
  54. 54. 65 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
  55. 55. 66 DATA IS EVERYWHERE YOU JUST HAVE TO FIND IT
  56. 56. 71 CONTENT MARKETING PLAN Blog Guest Content Facebook Twitter Types Journal entries Book reviews Curated articles Author Q&As Opinion News How-To Links News articles Images Links Status updates Retweets Mentions Frequency 1x week 1x month 2x week 5x week Success Metrics Visitors Page views Time on site Visitors Comments Shares Reach Engagement New followers Impressions Mentions Goals 1 post/week +20% visitors/mo 1 post/month 2 posts/ week +5 likes/week +50 follows/week 10 mentions/mo 6K imps/mo
  57. 57. 73 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
  58. 58. 74 THE CONTENT PROCESS via HubSpot.com DISTRIBUTECREATEPLAN ANALYZE REPEAT
  59. 59. 75 RESOURCES
  60. 60. 76 Download this PPT & other resources @ bit.ly/CMforWriters
  61. 61. 77 QUESTIONS
  62. 62. THANKS!LETS KEEP IN TOUCH. @KellyKautz Facebook.com/AuthorKellyKautz Kelly-Kautz.com KellyWatsonKautz@gmail.com