Content Creation Judo
15th February 2016 by Marc Lehmann | CEO, Saasu.com
Producing content is a comfort zone shift.
1. Current comfort zone
2. The courage to share
3. Where magic happens
Weaknesses? > Content Expertise, Time and the Capital
Strengths > Agile and you’re an Expert in your field
Solo Content Entrepreneurs
Content re-rolling > Live stream > Video > Podcast > Blog
Big niches e.g. > Online gamers > Specific Game > In Game Topic
Content-as-a-service > Subscribers > Merchandise > Ad revenue
Advertising = buy it in bulk.
Public Relations = beg for it in bulk.
Sales = beg one customer at a time.
Content Marketing = earn it.
Summarised from: “Web Marketing that Works” by Toby Jenkins and Adam Franklin
Juice the Search Engines
Great content creates brand value and SEO lift
Photo: Johannes Osterhoff
Passion builds great content
What your mind is drawn to and what you’d score an A+ interest
Focus on real customer needs
Remove pain and Create pleasure.
Show how to do something. Create a virtual experience.
Authentic trumps manufactured content. Polarising opinion create traffic. Content that bleeds, reads.
Content is a Long Game
Huffington’s 4 year long overnight success.
Assess content value
What proxy can you find to assess your time investment in producing content?
are new visitors
google ads per click
Know your audience, create a story
Young female in Canada buying handcrafted home furnishings for clients. Uses iPhone to watch videos about home design and reads e-magazines on her tablet. Works on MacAir from home and coffee shops.
- Google Adwords gender and country filters
- Candidate Search Keywords?
- Content to support mobile, tablet and laptop.
- Video content, First mobile app for iOS on App Store?
- Content for e-Magazines?
- Content to support mobile, tablet and laptop
- Topics of interest might be SOHO, Startups, Micro business productivity.
Nearly-free tools for great content
- Writing - iA writer or notepad/notes
- Microphone - Rode.com
- Tripod - Manfrotto.com
- Mobile - One with HD 1080p. iPhone or top-end Samsung
- Lighting - LED panels - buy online
- Presenting - Keynote/Powerpoint
- Stock images - Flickr or Unsplash
- Brand guidelines - Understand the rules of your visual brand.
- Content System - Wordpress
- Image Edits - Pixlr or Paint.net
What the pro content producers use
- Editing: Final Cut Pro
- Images: Stocksy and Getty
- Microphone: Blue Yheti
- Set: Pre-built or on-location
- Cameras: Nikon/Canon/Red
- Content: Creative Director
- Traffic: Traffic Hacker
- Production: Post editor
Rooster Teeth, a popular Youtube channel covering gaming. Their office: "Laboris Voro Ingemino" is tongue in cheek "work hard, consume, continue with increased effort". Image by Sean Savage
Cover your target audience
Data source: Top Social Channels Sep 2015 by Dreamgrow
- |||||||||||||||||||||||||||||||||||||||||||||| Facebook 45.78% (▲ up) Q:Too crowded?
- |||||||||||||||||||||| YouTube 21.86% (▲ up)
- ||||| Twitter 4.78% (▲ up)
- |||| Reddit 4.35% (▲ up) Q:Is this a missed opportunity?
- || Pinterest 1.54% (▲ up) Q:Female market. Is that what you need?
- | Tumblr 1.37% (▼ down)
- | LinkedIn 1.37% (– same) Q:Many SMB’s invest huge amounts of time. Why?
- | Instagram 1.29% (▼ down)
- | Yahoo! Answers 1.29% (▲ up)
- | Google+ 0.97% (▼ down) Q:Is it worth the effort just because it's Google?
Top 7 Content Tips
- Drop poor content, promote winners.
- Gradually increasing production quality.
- Re-roll one type of content into another.
- Portfolio select topics and channels.
- Run experiments with new content.
- Watch KPI's = Visits/Shares/Likes.
- Be self expressed and real. No fear.
Photo by Arron Cupid on Flickr
Content Journey Checklist
- Market - Work out your target and can you address it within budget?
- Format - What can you produce within capability and budget?
- Devices - What target consume content. Where, what on and when.
- Awareness - Which Channels will you distribute content?
- Desire & Action - How does your target take buy? Are you present?
Find out more
Chief Executive Officer, Saasu
This work is licensed under a Creative Commons Attribution 4.0 International License.