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@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
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
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
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
2. Gather Data
Track useful things.Find information to cite.
Interview Subject Matter Experts (SMEs).Squeeze knowledge out of people.
@andymci
3. Plan Your Content
“Everything begins with writing.”
Start with the title.Outline your content.
@andymci
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
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
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.