10 ridiculously

simple steps to
making money
with content
 ... with a handful of numbers,
quotes and diagrams thrown in at
no additional cost
But first...
140 characters about me

Digital content-maker from way back (yes, the ‘90s)

living a hybrid life amongst brands, search engines,
social networks and websites.

I work here
I write here www.markpollard.net

I tweet here @markpollard

Oh... and I made this
Content, not ads
Chapters, not matching luggage
Social networks plus websites
“Alright,
internet dude,
enough talk
about the
future.”
Source: Hitwise – website visits - week ending 02/05/2009
Some more numbers
Brand or channel unique audience:

Facebook 4,979,000
MySpace 2,179,000
Blogger 2,029,000
WordPress 832,000
Twitter 679,000
Bebo 543,000
Yahoo!7 Groups 391,000
Six Apart TypePad 326,000
Google Groups 266,000
LinkedIn 258,000

Source: Nielsen Online NetView, March 2009

B2B Marketing Tactics 2009
Source: Marketing Profs & Forrester
Tactics generating leads
But what is
content?
If Wikipedia
says it is,
so it must be
“Content is information and
experiences that may provide
value for an end-user/audience in
specific contexts.”

http://en.wikipedia.org/wiki/Content_(media_and_publishing)
 http://en.wikipedia.org/wiki/Content_(media_and_publishing)

“Content may be delivered via

any medium such as the internet,
television, and audio CDs,
as well as live events such as
conferences and stage performances.”
 content sparks
conversation
becomes content
 The Workout:
10 simple steps to cracking
sweet-as content
 Step 1.

Work out
your
marketing
challenges
 Step 2.

Work out who’s worth what to you

http://www.snitker.com
http://www.slideshare.net/JaneFloyd/
http://www.slideshare.net/JaneFloyd/
Step 3.

Work out what a ‘conversion’

means to you
Think • Downloads
• Requests
and • Joins

measure • Subscribes
• Registers
‘end • Calls

actions’ • Watch, listen

 Step 4.

Work out
what
you’re
about
Looking for myself online
http://google.com/adwords
http://www.google.com/insights/
http://www.new.facebook.com/lexicon
http://www.taggalaxy.de
http://www.tweetcloud.com
http://www.tagcrowd.com
http://www.delicious.com
http://www.spezify.com
http://www.socialmention.com
http://blogsearch.google.com
http://www.digg.com
http://www.technorati.com
http://www.twendz.com
 Step 5.

Work out
what your
competition
is up to
http://google.com/adwords
http://www.quarkbase.com
http://www.spyfu.com
Step 6.

Work out
where
the
people
are
 Step 7.

Work out
how
they are
where
they are
Forrester Social Technographics Ladder

Common Tactics
Creators
Outreach to bloggers
Contests to solicit content
Encourage spoofing

Critics
Solicit comments
Encourage voting
Social bookmarking
Encourage forward to friend
Collectors
Offer RSS feeds
Snaggable Widgets
Download Podcasts
Joiners Viral videos/websites

Create groups & communities

Social applications
Spectators

Portable, original content

Optimize content findability

Inactives

Source: www.forrester.com/Groundswell/profile_tool.html
 Step 8.

Work out
how
to get
their
attention
Thinking like a blogger
1. Periodic hero content
2. Snappy headlines
3. Easy to scan
4. Useful
5. Promote your content
6. Validate other content creators
7. Lateral thoughts
 Headlines

Number + Adverb + Adjective

+ Topic + Focus +
Benefit/Effect
Step 9.

Work out how to

persuade
Design Patterns
 Key, comparative benefit claim

Social proof, performance

proof

Plain English features -

succinct

CTA: trial, 60 second sign-up

Shows me what I’m buying

Fights for credibility - Simpl

logos e

Social proof: from Video to linger &

Visuals for every
respected connect
benefit
companies active
in online Relevance: types of
firm
communities

Relevance: types, scale of

use Empathy: Relates my
problem back to me
 Expert proof &
quotes

Second call to action for

scrollers

Social proof: Social proof:

Social proof: types recommendation online chatter
of use, credibility
 Step 10.

Work out
your
ask
Step 1. Work out your marketing challenges
Step 2. Work out who’s worth what to you
Step 3. Work out what a ‘conversion’ means to you
Step 4. Work out what you’re about
Step 5. Work out what your competition is up to
Step 6. Work out where the people are
Step 7. Work out how they are where they are
Step 8. Work out how to get their attention
Step 9. Work out how to persuade
Step 10. Work out your ask
 Questions?

mark.pollard@mccann.com.au
@markpollard
www.markpollard.net

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