8. Structure With Style
• Old marketing principle
• A.I.D.A.
Attention: grab the reader’s attention!
Interest: quickly address benefits
Desire: confirm their interest
Action: show them what to do next
9. More Tips
• Don’t sell, teach
• Make it digestible
• “Would I read (and share) it?”
10. Content Summary
• Headline + Featured Image Attention
• Tip: Check DIGG headlines & test, test, test…
• Featured Image + First sentence Interest
• Tip: Keywords to the front, thumbnail + excerpt
• Body Desire
• Tip: KISS, be concise, use lists
• Post-Body Action
• Tip: “Social Sharing” & “Related Posts” plugins
11. Spreading the word
• “Build and they will come?”
• If content is king, design is queen, then…
12. “…Context is GOD” – Gary V.
• Not what you deliver, but how
• Engagement
• Listening
• People don’t care about you…
• But they care what others say
• Friends, family
• Influencers, thought leaders
13. Marketing
• Outbound Marketing • Inbound Marketing
• Interruption • Attraction (Accessibility!)
• Advertising • Search, Social
• Telemarketers VS. • Email, Other
Tip: hubspot.com/marketing-resources
15. Inbound Marketing
• SEO
• Quality, not Quantity
• Eye on traffic – Google Analytics
• Plugin Tip – “SEO Pack”
• Social
• Produce “pointable” content
• Engage, listen, optimize
• Plugin Tip: “WP To Twitter”, “Wordbooker”
Give perspective on current internet user trends & behaviorhttp://www.huffingtonpost.com/2010/06/22/internet-usage-statistics_n_620946.html-156 Million
Thus, regardless of who your audience is, you must always assume two thing - your users are, and will always be, selfish and lazy. They don’t care about you, who you are
8/10 people read headline, 2/10 read the rest
-“Build and they will come?”No!-Users don’t care about you, but they do care what others say about you (Friends, Family, Influencers, thought leaders)-Be known, likeable, & trustworthy
How do you engage with your audience?Inbound marketing – Contenthttp://blog.hubspot.com/blog/tabid/6307/bid/2989/Inbound-Marketing-vs-Outbound-Marketing.aspx