So You Wanna Be a Rock Star?

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So You Wanna Be a Rock Star? Simple Ways to
Create Content that Rocks!
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(No Transcript)
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What is content marketing?
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What is content marketing?

Stuff that goes on your websiteer, album.
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What is content marketing?

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Why do businesses do it?
Lead generation 71.3 Thought
leadership/ market education 49.9 Customer
acquisition 45.0 Brand awareness 41
.0 Lead nurturing 35.4 Website
traffic 27.8 Source B2B Content
Marketing Trends Report by Spiceworks
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How does it work?
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Who can be a rock star?
Anyone! Be an expert. Be a thought
leader. Elevate your company brand or your
personal brand.
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What do you do?
Who has a blog? Social media presence? Who
struggles to find topics to write about? Do you
end up not posting because of this? Moreover,
how many things do you not read because they are
BORING?
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So you want to be a Rock Star?

• at least, a content Rock Star?
• Key Characteristics of Rock Stars
• Defined personality
• Write about what they know
• Connect with their audience
• Use different channels to distribute their music

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Personality

• Find your voice. What is the tone of your blog or
  social media profiles?

GOAL Be authentic Be a resource
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Personality

• If your brand was a person, what kind of
  personality would it have?
• If your brand was a person, whats their
  relationship to the consumer? (a coach, friend,
  teacher, dad, etc.)
• Describe in adjectives what your companys
  personality is not.
• Are there any companies that have a similar
  personality to yours? Why are they similar?
• How do you want your customers to think about
  your company?
• Kevan Lee writing in Fast Company

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Cool voice, man.

• MailChimp is
• Fun but not childish
• Clever but not silly
• Cool but not alienating
• Informal but not sloppy
• Helpful but not overbearing
• Expert but not bossy
• Weird but not inappropriate

Mailchimp http//mailchimp.com/about/style-guide/
voice-and-tone
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Cool voice, man.
The cool, trendy hipster with a social conscious.
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Cool voice, man.
The interesting industry expert.
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What will you write?
The key to songwriting is just to be able to
observe, and put yourself in situations to be
around people, and let those ideas come to
you. Eric Church
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Finding Inspiration

• What to write about?
• Things you know.
• How-tos and tutorials
• Actual clean up jobs
• Advice for selecting service providers
• Top mistakes you see people making

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Finding Inspiration
Callaway Golf's YouTube Is a Hole in One Callaway
promotes itself on YouTube, with excellent
content that isn't overly salesy or promotional.
Videos include how to hit a bump and
run and vertical centers of gravity in golf
drivers.
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Finding Inspiration
Good stuff!
bossplow.com
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Finding Inspiration

• What to write about?
• Things happening around you.
• Current events (e.g. Red Carpet awards,
  elections)
• Related interests and activities (e.g. pro-bono
  work, community events)
• Upcoming classes or educational resources for
  consumers

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Finding Inspiration

• What to write about?
• Calendar Events
• Weird and Wacky Holidays

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Finding Inspiration

• What to write about?
• Engage directly with your audience.
• Answer questions
• Conduct interviews with local personalities or
  experts

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Finding Inspiration
Remember, it doesnt have to always be
specifically about your product or service.
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Still Stuck?
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Connecting with the Audience

• Present information in fun, engaging ways.
• At a cocktail party, you wouldnt walk up to
  someone and say, Hey, Im Dave. My stuff is 20
  off.
• What you do is ask questions, tell stories,
  listen, and relate to people.
• Dave Kerpen, CEO of Likeable Media

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Writing the lyrics

• Pretend youre writing to your favorite customer.
• Hey, Al. Whats been going on? I swear, every
  holiday season I see the same issues as people
  try to keep their floors clean for holiday
  parties. It seems like if homeowners just did X,
  Y and Z, we could prevent half of these issues!

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Writing the Lyrics
Okay, a few rules. Embrace brevity Short
paragraphs (3 sentences, 6 lines) with no more
than 25 words in a sentence. Fancy doesnt work
Lose the jargon. Why utilize when use works
just fine? Emphasize text Use BOLD and ITALICS
to highlight key points.
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Writing the Lyrics
White Space is Good Too much text is
exhausting. Use Subheads Help people skip to
parts they find most interesting or
relevant. Picture This Illustrate your points or
posts with images.
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Writing the Lyrics

• Video
• Infographics
• Audio
• Memes
• Links to other resources

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Schedule Your Tour
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Schedule Your Tour
Nov. Dec. Jan. Feb.
Newsletter/FOCUS THANK YOU! Prepping for Thanksgiving Dinners Stop the Stain HOLIDAYS Holiday Parties Protecting Your Floors from Traffic and Stains WINTER FLOORCARE Keeping Floors and Indoors Healthy during winter SHOW YOUR FLOORS SOME LOVE!
Blog Tips, Top Nov. Stains, What Were Thankful for Top December Stains, Floor Protection in the North Pole Indoor Air Quality and Floorcare, New Studies, Asthma and Floors, 15 Resolutions Floor care products we love!
Social Contest Guess this Stain Top Gifts Resolutions, protecting floors Contest What Floor Surface Do you Love the Best?
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Make a Set List
November 17-21 2014
Mon. Tues. Weds. Thurs. Friday
Weekly Blog Post 5 Things You Can Do Now to Make Your Floors Say Thank You after Thanksgiving 5 Things You Can Do Now to Make Your Floors Say Thank You after Thanksgiving 5 Things You Can Do Now to Make Your Floors Say Thank You after Thanksgiving 5 Things You Can Do Now to Make Your Floors Say Thank You after Thanksgiving 5 Things You Can Do Now to Make Your Floors Say Thank You after Thanksgiving
Social (FB and Twitter) Prepared for the holidays? Link to Blog Guess this holiday stain Reminder Time to schedule your carpet cleaning! Holiday stains Which have you had? Get 10 off your next cleaning with your best holidayfails
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Define Your Distribution Plan
1. Post the content to your website.
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Define Your Distribution Plan
2. Distribute the link through your communication
channels.
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Benefits
3. Win awards!

• Improve SEO
• Build awareness
• Build better relationships and improve customer
  retention
• Generate leads
• Your 15 minutes of fame!

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Rockstar Resources
Grammarly Your personal grammar coach (a plug-in
for Word and Outlook) ProWritingAid.com An
online writing coach that flags errors in your
writing Wordcounter Helps make sure youre not
using the same word over and over and
over Portent.com An idea generator! Input a
topic and let portent go to work. Ubersuggest.org
Another idea generator!
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Rockstar Resources
For Photos Creative Commons (http//search.creat
ivecommons.org) Comfight (www.compfight.com) Free
Images (www.freeimages.com) Unsplash
(www.unsplash.com)
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Are you ready?