create more compelling content - wfg refresh · 2018-02-14 · john l. scott real estate...
TRANSCRIPT
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Create More Compelling Content
Jason Sheffield
Vice President of Content Strategy
BombBomb
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Creating and
Distributing
Phenomenal Content
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Storytelling
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Storytelling
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Three questions to ask about your story
[?]*
*seth godin – All marketers are liars
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Which WORLDVIEW are you addressing?
The story you tell must match that of the
worldview of your audience. If you don’t
get noticed, you’re invisible
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What about the STORY is worth noticing?
Tell a story your audience cares about
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How will YOU live the story?
Be authentic.
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WhatWritten words
Images (photos, graphics, etc)
Videos
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WhereSocial media channels
Your website and/or blog
Your emails
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WhySave money More and warmer leads
Save time Assets for prospects & clients
Build expertise Process makes you better
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4 Storylines
Local appeal
Customer first
Point of view
3 part formula
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Local appeal
Zillow, Realtor.com, Trulia, Homes
Vs
YOU
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Local appeal
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Local appeal
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“My community video gives me
the best return on investment.”
Paul BalzottiJohn L. Scott Real Estate
Bellingham, WA
Local appeal
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Local appeal
Kendyl YoungDIGGS
Glendale, CA
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Local appeal
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Local appeal
AssetsList of areas
A video featuring the area
A dozen photos of the area
Write ups - elevator pitch and a couple paragraphs
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Local appeal
RepurposingWrite ups to blog posts, emails, social posts
Video to YouTube, social channels, emails
Photos to Instagram, social channels, blog posts
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Local Appeal - Easy WinsMake “Top 5” or “Top 10” lists
Engage people in social media and email
Highlight or interview local businesses
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Customer first
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Customer first
Kelly LeClairHOM Sotheby’s Internatinal Realty
San Clemente, CA
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“Teach me something I don’t know.
Look out for my best interest.
Provide me value
while expecting nothing in return.”
Justin TuckerChief Marketing Officer
West, a WFG Company
Customer first
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Easy Wins – Customer First
List frequently asked questions
Organize them by audience/segment
Answer them in your preferred medium
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Point of view
“The best type of content is
content that has an opinion.
I am a big believer of leaning into
who you are …”
Katie LanceCEO, Katie Lance Consulting
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Point of view
“We’re infusing a lot of personality.
How we really speak to friends and family
is showing up more …
it makes it far more engaging.”
Teri ConradFounder, Agent Quest
Consultant, Royal LePage Wolstencroft
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Point of view
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Easy Wins – Point of View
Build from facts, but have an opinion
Don’t look sideways
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3 Keys
Purpose
Grit
Consistency
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Purpose
To DoCreate a purpose or mission statement
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Michael ThorneTMB Real Estate Group
Fort Langley, BC
Purpose
“We believe that
community
is where the long-
term continual win is.”
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Grit
I am not …
a writer
a photographer
a video person
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GritI am not …
a writer
a photographer
a video person
YET
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Grit
To DoPassion and perseverance beat “talent”
Find an accountability or content partner
1>0
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Consistency
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Consistency
To Do“Pick a day … and stick to it.”
“It’s a flywheel in either direction.”
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4 Storylines for
More Compelling Content
Local appeal Point of view
Customer first 3 part formula
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“Noise” isn’t the problem …
sameness is.
Closing Tips
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Live your story. Be authentic.
Closing Tips
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CompellingBonus.com
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Create More Compelling Content
Jason Sheffield
Vice President of Content Strategy
BombBomb