Duct Tape Marketing Personal Brand Authoriy
Duct Tape Marketing Personal Brand Authoriy Session 3 – Creating Your Content Platform
The course 1. Your Authority Foundation 2. Your Marketing Hourglass 3. Your Content Platform 4. Your Connection Journey 5. Optional Feedback Session
Hourglass Journey Map • Customer Goals • Customer Touchpoints • Customer Questions • Projects
Action Steps
1. Audit your current touchpoints 2. Audit your current content 3. Consider your lead capture 4. Complete Hourglass Journey Map 5. Fill in your Hourglass gaps
Duct Tape Marketing Personal Brand Authoriy Session 3 – Creating Your Content Platform
The publishing model • Body of work • Major themes • Editorial calendar
Content foundation • Case statement • Point of View eBook • Themed online content “An educated customer will always, always be a better customer.”
Case statement • Challenge • Paint a better picture • How they got there • What if . . . • Call to action
Content powers the journey
Awareness
Blog posts Events Advertising
Trust
How to Reviews Testimonials Articles
Educa/on
Engagement
Conversion
eBooks Case studies Peers Demos Interviews Trials Workshops Contests Personalization FAQs OPC
Content builds awareness • Blog posts • Events • Advertising
Content builds trust • How to content • Reviews • Testimonials • Articles
Content educates • eBooks • Newsletter • Workshops • Demonstrations • FAQs • Survey data
Other people’s content • Custom RSS feeds • Republish, Share, RT • Curate • Storify/Scoop.it
Content for referrals • Invited content • Co-‐branded content • Sponsored content • Curated content • Incented content
Total Content System • Create a list of monthly Landmark Content Themes • Develop your Content Delivery Platform • Integrate your content with Core Business Objectives
Sample theme list • • Jan – Referral Marketing • Feb – Coaching and Consulting • • • Mar – Sales and Lead and Conversion • • Apr – Online Integration • • May – Writing • • Jun – Strategic Partners
Jul – Customer Experience Aug – Content Marketing Sep – High Tech, High Touch Oct – Growth Strategies Nov – Analytics and Conversion Dec – Personal Growth
Your themes • Your research • Keyword tools keywordtool.io
Editorial Calendar • Divvy HQ • Velocity Partners • WP Plugin
Content Plan & Editorial Calendar July
Aug
Sept
Theme
Content Marke/ng
June
Referrals
Strategic Partners
Building Authority
Lead Conversion
Adver/sing
Blog
2X
4X
2X
4X
2X
4X
Guest
2X
2X
2X
2X
2X
2X
Podcast
1X
1X
1X
1X
1X
1X
White Paper
1X
Ex Ar/cle/OE
1X
1X
1X
1X
1X
1X
LI ar/cle
1X
1X
1X
1X
1X
1X
Curate
1X
1X
1X
1X
1X
1X
Social Media
See Social Plan
1X
Oct
Nov
1X
Case Studies
G+ HO
1X
1X
Content inspiration • RSS Reader • Scoop.it • Magazines • SmartBrief
• AllTop • Delicious/ Diigo • Reddit • Sent email box
Content outsource • BlogMutt • Zerys • InboundWriter
1X
Content creation toolbox • Visual.ly/Piktochart – infographics • Screen^low/Camtasia – screencasts • GoToWebinar/MeetingBurner – webinars • Skype/Call Recorder – interviews • Canva/WordSwag– image editing • Wufoo/SurveyMonkey – custom surveys • Rev.com – transcription
Build Your Publishing Platform
The platform essentials • Blog • Podcast • Speaking • Misc. outposts
What is a blog? • You’re not a blogger • It’s software • You are building authority • Flexible interaction • SEO friendly
What is a podcast? • Audio content • Subscribers • iTunes • Automatic push
Why podcast? • New form of content • Very portable • Learning style • Access
Get to a podium • Get referred • Cut a deal • Educate like crazy • Collect those addresses • Simple call to action
Action Steps
1. Create your case statement 2. Map your 12 themes 3. Identify your core presentation
The course 1. Your Authority Foundation 2. Your Marketing Hourglass 3. Your Content Platform 4. Your Connection Journey 5. Optional Feedback Session
Hourglass Journey Map • Customer Goals • Customer Touchpoints • Customer Questions • Projects
Action Steps
1. Audit your current touchpoints 2. Audit your current content 3. Consider your lead capture 4. Complete Hourglass Journey Map 5. Fill in your Hourglass gaps
Duct Tape Marketing Personal Brand Authoriy Session 3 – Creating Your Content Platform
The publishing model • Body of work • Major themes • Editorial calendar
Content foundation • Case statement • Point of View eBook • Themed online content “An educated customer will always, always be a better customer.”
Case statement • Challenge • Paint a better picture • How they got there • What if . . . • Call to action
Content powers the journey
Awareness
Blog posts Events Advertising
Trust
How to Reviews Testimonials Articles
Educa/on
Engagement
Conversion
eBooks Case studies Peers Demos Interviews Trials Workshops Contests Personalization FAQs OPC
Content builds awareness • Blog posts • Events • Advertising
Content builds trust • How to content • Reviews • Testimonials • Articles
Content educates • eBooks • Newsletter • Workshops • Demonstrations • FAQs • Survey data
Other people’s content • Custom RSS feeds • Republish, Share, RT • Curate • Storify/Scoop.it
Content for referrals • Invited content • Co-‐branded content • Sponsored content • Curated content • Incented content
Total Content System • Create a list of monthly Landmark Content Themes • Develop your Content Delivery Platform • Integrate your content with Core Business Objectives
Sample theme list • • Jan – Referral Marketing • Feb – Coaching and Consulting • • • Mar – Sales and Lead and Conversion • • Apr – Online Integration • • May – Writing • • Jun – Strategic Partners
Jul – Customer Experience Aug – Content Marketing Sep – High Tech, High Touch Oct – Growth Strategies Nov – Analytics and Conversion Dec – Personal Growth
Your themes • Your research • Keyword tools keywordtool.io
Editorial Calendar • Divvy HQ • Velocity Partners • WP Plugin
Content Plan & Editorial Calendar July
Aug
Sept
Theme
Content Marke/ng
June
Referrals
Strategic Partners
Building Authority
Lead Conversion
Adver/sing
Blog
2X
4X
2X
4X
2X
4X
Guest
2X
2X
2X
2X
2X
2X
Podcast
1X
1X
1X
1X
1X
1X
White Paper
1X
Ex Ar/cle/OE
1X
1X
1X
1X
1X
1X
LI ar/cle
1X
1X
1X
1X
1X
1X
Curate
1X
1X
1X
1X
1X
1X
Social Media
See Social Plan
1X
Oct
Nov
1X
Case Studies
G+ HO
1X
1X
Content inspiration • RSS Reader • Scoop.it • Magazines • SmartBrief
• AllTop • Delicious/ Diigo • Reddit • Sent email box
Content outsource • BlogMutt • Zerys • InboundWriter
1X
Content creation toolbox • Visual.ly/Piktochart – infographics • Screen^low/Camtasia – screencasts • GoToWebinar/MeetingBurner – webinars • Skype/Call Recorder – interviews • Canva/WordSwag– image editing • Wufoo/SurveyMonkey – custom surveys • Rev.com – transcription
Build Your Publishing Platform
The platform essentials • Blog • Podcast • Speaking • Misc. outposts
What is a blog? • You’re not a blogger • It’s software • You are building authority • Flexible interaction • SEO friendly
What is a podcast? • Audio content • Subscribers • iTunes • Automatic push
Why podcast? • New form of content • Very portable • Learning style • Access
Get to a podium • Get referred • Cut a deal • Educate like crazy • Collect those addresses • Simple call to action
Action Steps
1. Create your case statement 2. Map your 12 themes 3. Identify your core presentation
