creating content that does more
TRANSCRIPT
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Creating content that DOES more
By Michelle Reilly, Original Thinking
EDUCATION FOR ADVICE PROFESSIONS
The new
knowledge era
demands we
prove our worth,
not just sell it.
YOUR AUDIENCE IS KING
LESSON1
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LESSON2
Communication is still a two-way street
Don’t make
the mistake of
RQO\�RXW�ÀRZLQJ�information.
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Your solutions might be
Easily available Elsewhere
LESSON3
Our
challenge is
to stand out
in a sea of
sameness.
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Help others without expecting anything in return
LESSON4
You’ll be
rewarded
with gratitude
and business
loyalty.
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The art of great content
is answering real questions
LESSON5
Not what
you think they
are, but what you
know they are.
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Creating content that will move people
towards youDelivering your
difference in unique and
engaging ways.
MISSION
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OBJECTIVE
Not just More content,
but content that DOES more Getting the right kind of content
to the right people at the right time.
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FREQUENCY OF
CONTACT
RELEVANCY OF
CONTent
ENGAGEMENT AND
GROWTH
STRATEGY
The new value formula
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Go for gold content
STRATEGY
YOUR EXPERTISE
ORIGINAL IDEAS
YOUR BRAND INTENTION
YOUR AUDIENCE NEEDS
SWEET SPOT
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STRATEGY
Consider your
overall topic
positioning and
what you should
be creating
content about.
Anchor your talking points
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STRATEGY
Your goal is to
identify where your
audience exchange
information and to
engage them there.
CHOOSE THE RIGHT CHANNEL FOR
YOUR CONTENT
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STRATEGY
We need to
earn the attention
of our audience and
remain visible to
keep it.
BeConsistent,relevant,Original
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