Content Creation for Boring and Regulated

IndustriesPresented by:

Nico Miceli | @NicoMiceliabout.me/nicomiceli

@nicomiceli

Content is king• Yeah we get

it!

• But do you have content that is getting you links?

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This Is Content

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This Is a Linkable Asset

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Do you have Linkable

Assets besides just content?

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It’s sometimes difficult!

Let’s go on a journey and look at it differently

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Excuse #1

“There isn’t much cool stuff in my industry”

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@nicomiceli

• Think about your product– What are the things

related and associated to it?

– Are there any emotions or feelings that come out of it?

– What facts can you think off?

– What are your customers, customers interested in?

– What are the effects of it?

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Lets Talk Office Supplies

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Lets Talk Office SuppliesB2B

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Lets Talk Office SuppliesB2B

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How do we think about linkable assets?

• Lets ask the people

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All in one scrapper bit.ly/nico-content-tips

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Reddit

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Reddit

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Reddit

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Reddit

OFFICE HACKS!

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“Binder Clips”

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@nicomiceli

Keep going!

• The top 100 office hacks• Best sharpie art• Other uses for dry erase markers• Be the resource that people go to

• But… make it different than what’s out there!

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HALT! Serious Time!

• Red Tape!– Lots of red tape

• Regulated industries

• Legal Dept• Steps of approval

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No more fun?

• Now it’s stricter • You can’t use crazy ideas • But you can use DATA!• You can use the resources you have• And you can make it look nice

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Let’s talk Finance

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Let’s talk Finance

Let’s talk FinanceUps

Downs

Finance Industry

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Biggest increase

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“People want to know about the stock market... So Tell them!”

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Lets get deeper in Data

• The World Fact Book• data.gov• World Bank• International Monetary Fund• State Agency Databases• US Government Printing Office (GPO)• Social Security Death Index• City-Data.com• Census.gov• Bls.gov

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URLs Here: bit.ly/nico-content-tips

So what do I do with it?

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Turn that data into a Fusion Table!

• Create interactive embeddable charts• Overlay any data on a map• Update the data whenever you want

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What should you build?

• Search and find out what questions are being asked? – Create something people will want to

use– Create a resource

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Keep thinking! What will overlay on a

map?

@nicomiceli

•Crime•Income•Places of interest

•Employment Rates

•High way speed limits

•City cleanliness•Historical

events•Public court

data

@nicomiceli

Example Data Sets here: bit.ly/nico-content-tips

guardian.co.uk/news/datablog

Want studies backed by credible sources?

ext:pdf site:.edu OR site:.gov "study" ~increase OR ~decrease [key word]

ext:pdf site:.edu OR site:.gov "study" ~increase OR ~decrease car

accidents

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Other query Ideas here: bit.ly/nico-content-tips

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“Ehhh That’s not my target audience”

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The Mindset

• Your clients are thinking about the target audience

• We are thinking how to increase internet presence and get more people - real people to talk about you

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Widening your audience will widen your target audience

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@nicomiceli

Extra Proof?

Who made that?

• 439 Linking Root Domains• PA 67• College Lead Gen Site!• medicalbillingandcoding.org

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Who made that?

• PA 77 • 80 Linking Route Domains• A Travel Site!• www.thomson.co.uk

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Other Examples here bit.ly/nico-content-tips

Remember…

Find out what people want around your industry & want to know about your industry

@nicomiceli

But don’t…

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Don’t think Promotion Think Presence

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Thanks!

Nico Miceli

Twitter @NicoMiceli

About.me/nicomiceli

bit.ly/nico-content-tips

@nicomiceli