[ghost partner] content is the killer app

Howard Flint

GhostPartner.com

Content.

Content.Content can GROW your

business.

Content.Content can GROW your business.

New customers find you.

Content.Content can GROW your business.

New customers find you.

Current customers become ADVOCATES

for you.

What is STOPPING you?

CHALLENGES:

#1 “Creating Original Content” #2 “Having time to do it”

Creating ContentCurating (or repurposing) Content

Killer App

Killer App“A killer application (commonly shortened to killer app), in the jargon of marketing teams, has been used to refer to any computer program or service that is so necessary or desirable that it proves the core value of some larger technology. A killer app can substantially increase sales of the platform on which it runs.”

Content is the Killer App.Your business is the ‘platform’.

Killer Apps

Great Content Thru HistoryGreat Content Thru History

Content is Vital to your Business

Current Clients+

Prospects

The Internet IS content. Period.

Simple =

Who What When Where How Who What When Where How Who What When Where How Who What When Where How Who What When Where How Who What When Where How Who What When Where How Who What When Where How Who What When Where How Who What When

?

WHY?• Keep top-of-mind with current clients.

WHY?• Keep top-of-mind with current clients. • SEO – “Fresh, Original, Content = better ORGANIC search

results”.

Newsletter?Blog?

Social Media?

WHERE?

Newsletter?Blog?

Social Media?

YESIf you have content, do them all.

WHERE?

OPTION ONE (if no Blog)

• Newsletter, then Social Media thru SimpleShare

WHERE?

OPTION TWO

• Blog, then Newsletter thru RSS Feed• Social Media from your Blog or thru

Newsletter.

WHERE?

Insert Blog Content thru RSS Feed

WHO & WHAT?Who am I addressing? What do I want to tell them?

WHO & WHAT?Who am I addressing? What do I want to tell them?

PROMOTEINFORMRELATE

• PROMOTE: Motivate purchase, increase event attendance (Coupons or Event marketing)

• INFORM: demo your expertise to potential customers AND existing ones, differentiate your business (Newsletters, Social Media, blog)

• RELATE: Increase loyalty, encourage more referrals (Surveys, bonuses for refer-a-friend, etc)

Audiences• Don’t be afraid to create different newsletters for

different audiences• Use a Survey

Subject Lines• Grab attention without being too outrageous• SEE Spam Dos and Don’t• Make a Promise

7 steps to writing a great story

7 steps to writing a great story1. Identify your audience Whom are you targeting? Potential clients, existing customers, your employees, your peers? Write as if you’re talking to them.

7 steps to writing a great story2. Get organizedDefine your purpose. What do you want to accomplish in this particular piece? Write it down at the top of your file/paper and keep it on top of your brain.

7 steps to writing a great story3. Incorporate your passionYou do what you do well. Others could learn a thing or two from you. When you speak/write passionately, you are more memorable and that is key in getting people to read your content.

7 steps to writing a great story4. Use storiesReports transfer information; stories convey emotion, which is more memorable?

7 steps to writing a great story5. “Save string” Collect quotes, insight, anecdotes and research that underpin your points. Keep a notebook or computer file and fill it up.

7 steps to writing a great story6. PrioritizeWhat’s the most important part of the message? Hone in on that and don’t meander. Stay on point.

7 steps to writing a great story7. Create a knowledge gapTell the audience something they don’t know. Create curiosity... an “intellectual itch” they’ve just gotta scratch.

Curating or Repurposing content

• Always attribute• Don’t do this solely

Frequency

WHEN?

“Always better to sprinkle with pearls occasionally rather than dump [crap]

too frequently. This will get you unfollowed, unliked, hidden and

unsubscribed.” -me

WHEN?

• BLOG: Twice per week is good

WHEN?

• BLOG: Twice per week at most• NEWSLETTER: Twice per month to Bi-monthly. Quarterly is

too infrequent.

WHEN?

• BLOG: Twice per week at most• NEWSLETTER: Twice per month to Bi-monthly. Quarterly is

too infrequent.• SOCIAL MEDIA: Somewhere between the 2

WHEN?

WARNING: Be consistent

WHEN?

“The world’s greatest writers are all drunks

and fighters”-The Mighty Mighty Bosstones

HOW?

7 tips for staying consistent on your content

1. Develop an editorial calendar first thing. Lay out 12 (or 26 or 6) topics you want to cover this year


2. Create titles for each subject. We create the title 2nd because it needs to be attention grabbing.

It’s the tail that wags the dog.


3. Set dates and deadlines for yourself.Like any other habit you need to adopt… schedule it.


4. Write in the early morning when you are fresh. If you wait until later, all kinds of excuses could come up. It’s like exercise. Do it early. Just do it.


5. “Spill your mind” onto a page Whole thoughts, outline, whatever works, just spill


6. Finish a piece, walk away, come back and edit later.


7. Keep in succinct, to the point. No one wants to scroll and scroll. Perhaps ask a spouse or

colleague to edit for you.

The world is ruled by content.

Big or small.

We’d love to help you…

• Content creation and strategy for newsletter or Blog. We can get “just about anything” written.

• Social Media Branding and Strategy

• Custom Email Templates

• Press Releases and Distribution

• SEO and Website work

• Brand NEW…

NEW Content Coaching

• Professional editing help• Consult with editorial calendar• more…

We’d love to help you…

[ghost partner] content is the killer app

Business

great content

blog content

original content

repurposing content

blog newsletter

great story1

great story2

great story3