Upload
corrin-foster
View
460
Download
0
Embed Size (px)
Citation preview
Re c y c l i n g & Re p u r p o s i n g
G R E AT C O N T E N Tt o B o o s t Yo u r
B r a n d
@ G r e e n l e a f B o o k G r# i d e a s t h r i v e
...and build your platform!
C o r r i n Fo s t e rD i r e c t o r , o f M a r k e t i n g &
B r a n d i n g
G r e e n l e a f B o o k G r o u p
“Who learns most from a good book is the author.”
– Jose Bergamin, Spanish writer and playwright
WHAT IS THE POWER OF GREAT CONTENT?.....................................................................................1. Content Entry Points
• Powerful because they allow you to connect with different readers in different ways
2. Wheel of Content• Powerful because it provides you with a
never-ending supply of content3. SEO Value
• Powerful because it increases discoverability
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
CONTENT ENTRY POINTS
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
Q: WHAT IS A CONTENT ENTRY POINT?
A: PLACES IN A TEXT WHERE A READER CONNECTS WITH AN IDEA AND DIVES IN TO LEARN MORE
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
TRAVEL GUIDE
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
TRAVEL GUIDE
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
MAP
DIAGRAM
GRAPHIC
CHECKLIST
PHOTO
TEXT
BUSINESS TITLE
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
BUSINESS TITLE
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
ARTICLE / QUOTES GRAPHIC
QUESTIONS
Q: WHAT IS A PLATFORM?
A: A FOUNDATION CONSISTING OF VARIOUS ASSETS THAT A THOUGHT LEADER CAN BUILD FROM IN ORDER TO DELIVER IDEAS TO THE WORLD
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
PLATFORM ENTRY POINTS
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
Copyright © Mark Suster. All rights reserved.
PLATFORM ENTRY POINTS
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
TWEETS LONG FORM
PODCAST
BLOGWEBSITE
VIDEOCopyright © Mark Suster. All rights reserved.
THREE TAKEAWAYS.........................................................................................1. Build a Bridge
• It’s not necessary to start from scratch. Repurpose content from your book to build your platform assets.
2. Share Your Message in Different Ways• By creating a multimedia platform, you cast the
net wide and increase the chances of reaching more people.
3. Not Everyone in a Demographic is the Same• Even within your target audience, consumption
preferences vary by personality. Mix it up!
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
WHEEL OF CONTENT
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
WHEEL OF CONTENT.........................................................................................1. Blog as Hub
• Original content, posted consistently, and optimized for discoverability
2. Social Media as Spokes• Customize message, highlight, and promote
3. Community as Momentum• Ask questions, give answers, participate, and
engage
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
1 BOOK = 1 YEAR OF CONTENT
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
RECYCLE.........................................................................................1. Editorial Calendar2. Promote3. Update
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
REPURPOSE.........................................................................................1. Excerpts2. Articles3. Presentations4. Webinars
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
REFORMAT
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
QUOTES, ARTICLES, STATISTICS
CHECKLISTS, BEHIND THE SCENES
GRAPHICS, PHOTOGRAPHS, MAPS
CASE STUDIES, ANECDOTES
QUESTIONS, TAKEAWAYS
INTERVIEWS WITH EXPERTS
OUT OF IDEAS?.........................................................................................1. Newsjacking2. Response Pieces3. 101 Level SEO4. Content Scraping5. Most Shared6. Search Topics7. Eavesdrop8. Email9. Reviews10. Guides & Tutorials11. Infographics
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
THREE TAKEAWAYS.........................................................................................1. New Audiences Await
• Breadth of content can result in customers discovering your business who may never have otherwise found you.
2. Content Piques Interest• One small piece of content that resonates
provides an incentive seek out more, sign up for your newsletter, or employ your services.
3. Storytelling is Key for a Speaker• Content requires a well thought-out strategy
and a compelling delivery of ideas, both of which are strong indicators that you would do well on stage.
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
SEARCH ENGINE OPTIMIZATION
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
Q: WHAT IS SEARCH ENGINE OPTIMIZATION?
A: A COLLECTION OF STRATEGIES THAT CAN IMPROVE THE RANKINGS OF A WEBSITE IN ORGANIC SEARCH RESULTS
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
Q: WHAT IS A KEYWORD?
A: AN INFORMATIVE WORD OR PHRASE USED TO INDICATE THE CONTENT OF A WEB PAGE
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
STRATEGY 1 = USE THE LONG-TAIL
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
Benefits of long-tail keywords include more targeted traffic and less competition for rankings.
DEFINITION: PHRASES OF MORE THAN TWO WORDSUSED WHEN SEARCHING FOR SOMETHNG SPECIFIC
STRATEGY 2 = USE THE SEO SALES FUNNEL
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
AWARENESS CONSIDERATION CONVERSION
A person is feeling a pain
point and searching for
help, but they don’t know what the solution
is
A person has learned
enough to now be
searching for a specific solution
A person is ready to
become a customer through
purchase or participation
SAMPLE KEYWORDS (LEADERSHIP BOOK)
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
AWARENESS CONSIDERATION CONVERSION
Trouble with communication
No company vision
How to handle employee absenteeism
How to motivate a team
Writing a corporate vision statement
Orientation best practices
Top management books for CEOs
Team building workshops in Austin
Best business podcast
TOOLS FOR RESEARCH?• Google Adwords Keyword Planner• Google Trends• Yoast WordPress Plugin
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
THREE TAKEAWAYS.........................................................................................1. Think Like a Human
• When selecting SEO keywords, consider realistic long-tail phrases that you would likely use in a search.
2. Span the Whole Funnel• Utilizing keywords in all 3 phases of the sales
funnel increases the odds of reaching more people.
3. Build Content Around Keywords• If you know that a certain keyword is targeted
and frequently searched, create content that fills the need in order to capture the traffic.
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e
Can jump from page to platform…and vice versa
Can enable you to connect in different ways
Can enhance your credibility as a thought leader
Can cross promote your business
Can improve the chance that someone discovers you
CONTENT IS POWERFUL BECAUSE IT...
THANK YOU!Q&A
Fo r mo re de t a i l s a b o u t o u r b r a n d d e v e l o p me nt s e r v i c e s ,c o n t a c t mm a s um i ya @ g re e n l e a f b o o k g ro u p . c o m
IDEAS THRIVE
REFERENCES / PHOTO CREDITS......................................................................................... Slide 3 “Multiple Tweets Plain” by mkhmarketing is licensed under CC BY 2.0Slide 4 photo by Sergey Zolkin licensed by unsplash.com Slide 7 “Dive” by SuperFantastic is licensed under CC BY 2.0Slide 9 Copyright © BeijingHoliday.com. All rights reserved.Slides 14-15 Copyright © Mark Suster. All rights reserved.Slide 18 “Business professional’s handshake” by Uberof222 ff is licensed under CC BY 2.0Slides 20-24 Copyright © Ron Carucci and Eric Hansen. All rights reserved.Slide 26 “Binoculars II” by Chase Elliott Clark is licensed under CC BY 2.0Slide 34 “Bridge” by Walt Stoneburner is licensed under CC BY 2.0Slide 35 “Audience at humanities theatre” by Mohammad Jangda is licensed under CC BY 2.0
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e