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Is Your Content Helping or Hurting?
Greg Taylor @grtaylor2 Marketing Press
The Good, The Bad, The Ugly & The Superb
Greg Taylor @grtaylor2 Marketing Press
Thank You For Being Here
Greg Taylor @grtaylor2 Marketing Press
Who am I?
Greg Taylor @grtaylor2 Marketing Press
Social Media GRTaylor2
Greg Taylor @grtaylor2 Marketing Press
Have a question? Raise your hand, let’s talk about it…
Greg Taylor @grtaylor2 Marketing Press
Who are you?
Greg Taylor @grtaylor2 Marketing Press
Superb content is imperative when it comes to moving the needle on
business goals
Greg Taylor @grtaylor2 Marketing Press
The competitive landscape for content is busier than ever
Greg Taylor @grtaylor2 Marketing Press
There is more noise than ever
Greg Taylor @grtaylor2 Marketing Press
Consumption habits have changed
Greg Taylor @grtaylor2 Marketing Press
The Three Goals For Content
Greg Taylor @grtaylor2 Marketing Press
What are the various types of content
Greg Taylor @grtaylor2 Marketing Press
Do goals vary based on the media?
Greg Taylor @grtaylor2 Marketing Press
Reality Check…
Greg Taylor @grtaylor2 Marketing Press
The Good
Greg Taylor @grtaylor2 Marketing Press
Traits of Good Content
Greg Taylor @grtaylor2 Marketing Press
• Informative •Spelling & Grammar are proper •Good information •Shareable •Good length (not too long, not too short) •Potentially addictive •Connects people to people•Delivered with some velocity
Now and forever Good will never be good enough for success
Greg Taylor @grtaylor2 Marketing Press
The Bad
Greg Taylor @grtaylor2 Marketing Press
Traits of Bad Content
Greg Taylor @grtaylor2 Marketing Press
• Vague • Too long / too short • Self serving • No real focus • Has the “So What” factor
The Ugly
Greg Taylor @grtaylor2 Marketing Press
Who cut the cord?
Greg Taylor @grtaylor2 Marketing Press
Traits of Ugly Content
Greg Taylor @grtaylor2 Marketing Press
• Over promotional • Boring • Repetitive • Look at me, look at me content • Click bait titles• No purpose• Lacks goals• WTF factor
Now, for the good stuff… The Superb
Greg Taylor @grtaylor2 Marketing Press
Traits of Superb Content
Greg Taylor @grtaylor2 Marketing Press
• Helpful • The creator thinks like a reader • Stimulates thought • Moves the needle on your goals • Increases conversion • Helps someone else become an expert• Perfect length • Maybe viral (if lucky) • Shareable and quotable • Connects • Possibly multiple voices • Evergreen• Posted• Tells a story
What’s the scariest button in the WordPress UI?
Greg Taylor @grtaylor2 Marketing Press
Nothing happens until you hit publish
Greg Taylor @grtaylor2 Marketing Press
So, where are you in this spectrum?
Greg Taylor @grtaylor2 Marketing Press
Tips to getting to superb…
Greg Taylor @grtaylor2 Marketing Press
Tips to getting to superb…
Greg Taylor @grtaylor2 Marketing Press
Know your audience
Tips to getting to superb…
Greg Taylor @grtaylor2 Marketing Press
Know your limitations
Tips to getting to superb…
Greg Taylor @grtaylor2 Marketing Press
Measure everything
Tips to getting to superb…
Greg Taylor @grtaylor2 Marketing Press
Be prepared to fail
Tips to getting to superb…
Greg Taylor @grtaylor2 Marketing Press
Keep a running list of content ideas
Tips to getting to superb…
Greg Taylor @grtaylor2 Marketing Press
Review, Refine, Repeat
Stay along the content continuum
Greg Taylor @grtaylor2 Marketing Press
Two Last Points and then Q&A
Greg Taylor @grtaylor2 Marketing Press
1. Perfection is the enemy of progress
Greg Taylor @grtaylor2 Marketing Press
2. Go Do.
Greg Taylor @grtaylor2 Marketing Press
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Greg Taylor @grtaylor2 Marketing Press