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@andymci Content Creation Regimen Andy McIlwain @ WordCamp Hamilton 2016

Content Creation Regimen - WordCamp Hamilton 2016

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@andymci

Content Creation RegimenAndy McIlwain @ WordCamp Hamilton 2016

@andymci

Prologue:

Hi! I’m Andy.

@andymci

Three things to know about me:

I love content & community.

I work at GoDaddy.

This presentation is 100% me (not GoDaddy).

@andymci

What we’re covering today:

1. Tools I think you should use.

2. Helpful visual concepts.

3. A seven-step regimen of tactics to guide you.

@andymci

Part I:

Get Your Stuff Together(yay plugins!)

@andymci

Self-hosted? You’ll need:

Yoast SEO

Google Analytics Dashboard for WP

LeadIn

Jetpack

@andymci

On WordPress.com?

You’re good!

@andymci

Part II:

Set Your Goals

@andymci

Know why you’re doing this.

What are you trying to accomplish? Are you doing this for your business, to build your brand and attract customers? Or are you doing this for

yourself, as a hobby or personal interest?

@andymci

This Year’s Big Goal

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@andymci

This Year

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Our ambition is up here - lofty & bold.

Our execution is down here - hard & tactical.

@andymci

Know who you want to reach.

Understand the reader. Understand the viewer. Understand the listener. Understand the individual. Understand what they want.

The more you understand, the more your content will align with their interests.

@andymci

Know if you’re in alignment.

Present the right content in the right place at the right time to fulfill the needs of your audience

while meeting your own goals.

@andymci

New Visitor

Familiar Visitor

Time

Where does your content fit?

@andymci

New Visitor

Familiar Visitor

Your Goals

Reach

Teach

Sell

Time

@andymci

New Visitor

Familiar Visitor

Time

Your Goals

Reach

Teach

Sell

Audience Goals

Discover

Learn

Decide

@andymci

Know your content types and where they fit.

Shared = A sample of your stuff.Informational = Bring the knowledge.Conversion = Get them to take action.

@andymci

New Visitor

Familiar Visitor

Time

Your Goals

Reach

Teach

Sell

Audience Goals

Discover

Learn

Decide

Shared

Info

Converts!

* LeadIn Magic

@andymci

Part III:

The Regimen

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1. Brainstorm Topics

What do you know?What are others doing?

What are people searching for?What’s popular on the web right now?

@andymci

Moz Keyword Explorer: See what people are searching for.

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BuzzSumo: See what’s viral on the web about a topic.

@andymci

2. Gather Data

Track useful things.Find information to cite.

Interview Subject Matter Experts (SMEs).Squeeze knowledge out of people.

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Todoist extension for Google Chrome

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3. Plan Your Content

“Everything begins with writing.”

Start with the title.Outline your content.

@andymci

SumoMe’s “Power Words” are cheat codes for headlines.

@andymci

Portent’s Content Idea Generator

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4. Produce

Get down to writing.Find a featured image.

Review your stuff.(Using Yoast? Set your Focus Keyword.)

Add a call-to-action.

@andymci

Grammarly is my new best friend.

@andymci

Random landscapes are better than lame corporate stock.

@andymci

Yoast’s keyword analysis is super useful.

@andymci

New Visitor

Familiar Visitor

Time

Your Goals

Reach

Teach

Sell

Audience Goals

Discover

Learn

Decide

Shared(not on your site)

Info(on your site)

Converts!

Get attention

CTA to the site

CTA to convert

Converted!

Don’t forget your CTAs.

@andymci

5. Re-Publish

Don’t just automatically share. Make it native.Adapt your content to each channel.

@andymci

Big list on the blog. Check it. x.co/regimen

@andymci

6. Promote

Create an outreach list for your epic content.

Contact people you surveyed or interviewed.

Contact sites or people you cite in your post.

@andymci

Find reporters through Hey Press

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7. Gauge Success

Turn to your analytics stats.Monitor subscribers.

@andymci

Example of a Google Analytics report.

@andymci

Epilogue (full post + more links and goodies):

x.co/regimen