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IGNITE YOUR
BUSINESS WITH
CONTENT
MARKETING
STERLING PERRY - CEO, SENT MEDIA MARKETING
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#IGNITEBIZ BLOGS, E-BOOKS & VIDEOS

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Housekeeping
 Today’s hashtag: #IGNITEBIZ
 Follow @sentmedia
 A few minutes of Q&A at the end of each section.
 You can also tweet your questions to @sentmedia using #IGNITEBIZ
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The Purpose of Today’s Workshop
 To show you how to create content for marketing: creating and
sharing relevant, valuable information that attracts people to you
and creates trust, credibility and authority for your business and that
ultimately converts visitors into buyers
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What you’re going to learn
 How content marketing can ignite your business
 How to write successful blog posts.
 How to create an E-book that people will want to read.
 How to make truly engaging videos.
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The Case for Content
 Interruption marketing (traditional advertising) is not enough.
 Customer behavior and expectations are shifting.
 61% of all purchase decisions begin on a search engine.
 Everyone is the media. Everyone is a publisher – including you!
 Unlike any other form of marketing, content marketing doesn’t have
an expiration date.
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What is Content
 Content is a broad term that refers to anything created and
uploaded to a website.
 More than words and images on a page; an embodiment of your
brand.
 Good content can quickly become the soul of your brand to the
online world.
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What Can Content Do for You?
 Attract customers.
 Educate your buyers about a purchase they are considering.
 Overcome resistance or address objections.
 Establish your credibility, trust, and authority in your industry.
 Tell your story.
 Build buzz via social networks.
 Build a base of fans and inspire customers to love you.
 Inspire impulse buys.
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The Key to Igniting Sales is to
create online content and optimize
it so that it appears on the first
page of search results when your
customers search for you or the
products or services you sell.
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THE HUB OF YOUR
ONLINE CONTENT
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What’s a blog
 A collection of articles that provide helpful, valuable, educational
and remarkable content to your target audience.
 By providing this value, blogs can easily and effectively draw
prospects to your website.
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Top blogging platforms
 Wordpress.com
 Blogger.com
 Medium.com
 Bolt.cm
The best place for your blog to be is on your website!!
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43%
OF COMPANIES HAVE ACQUIRED A CUSTOMER THROUGH THEIR BLOG
IN 2013.
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What Blogging Can Do?
 HELP YOU GET MORE CUSTOMERS
 DEMONSTRATE THOUGHT LEADERSHIP
 BUILD AUTHORITY AND TRUST WITH
PROSPECTIVE CUSTOMERS

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Want more visits, leads & customers
 Each blog post you publish it is seen as an
indexed pages on your website.
 Each page is an opportunity to get found
online. The more indexed pages you
have, The more opportunities you have
to get found online.
 Each blog post is an opportunity to
generate new leads.
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The 12 blogging
guidelines
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Define Your Purpose
 Who is your audience?
 Who is your competition for your audience’s attention?
 What is the focus of your blog? What is it about?
 What goals are you trying to achieve?
 Have you set metrics for measuring those goals?
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Set a reliable schedule
 How often should you blog?
 At least Twice a week is optimal.
Tuesdays and Thursday are optimal.
 Set your own schedule
 Produce a few posts at once and
then publish them throughout the
week
 Use your calendar app
 Brainstorm a few topics and main
points and then schedule when
you’re going to write them.
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Mix it up
 Mix short and long
posts
 Meatier posts and
less serious posts
 Timely posts and
timeless posts
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Move beyond written word
 Spice up your posts with imagery to help
further your point.
 Images
 Embedded YouTube videos
 Charts
 Infographics
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Consider Your Length
 “The Mini Skirt Rule” - Your posts should be
long enough to cover the essentials, but
short enough to keep it interesting.
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Learn how to write killer headlines
 Pique curiosity
 Use superlatives
 Use surprising or odd analogies
 Be specific
 Simplify a complex subject comprehensively
 Be contrarian
 Use numbers, especially odd numbers
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Design is important
 Your blog should have style and personality
 If you don’t have the resources to hire a
designer; there are numerous templates for
every publishing platform available online at
minimal cost.
 Items every blog needs:
 Subscription by email
 An archive of Recent posts
 Social sharing icons
 A clear way for someone to contact you
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Create momentum
 Include relevant calls to
action or triggers on each
blog post.
 Usually in the form of some
companion content:
 E-book, webinar, cheat
sheet, etc.
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Consider comment moderation
 Due to spammers and trolls, you’ll need
some form of comment moderation
 Never edit comments that are posted
by your readers, even if they disagree
 Moderation should be used only to keep
inappropriate comments off your site
 Monitor for comments so that not much
time passes between when the
comment is made and when it appears
on the site.
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Categorize and tag everything
 The intent is to allow readers to click on those category names to
find other posts you’ve written on the same topic
 Think of several top level categories that describe the content you’ll
be creating.
 Create unique keyword tags for your own unique content. This
makes it easier for search engines to find your content.
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Write the way you speak
 Be casual, informal, friendly and
accessible.
 Be you.
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Don’t Overthink…Just Publish
 Blogging is not journalism.
 You don’t have present a
balance piece of content.
 Leave room development
and the opinions of your
audience.
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E-Books
THE SMART WAY
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What is an E-book?
 A book published electronically, designed to be downloaded and
either read on a screen or printed.
 It is a guide or technical brief.
 Concept-centric, based on ideas and trends of interest.
 Conversational tone
 Sometimes, visually heavy
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What Can An E-Book Do For You
 Stand out from the crowd and
establish yourself as a leader
and authority in your niche.
 Generate Income.
 Future Transactions.
 Shorten Your Sales Cycle.
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E-book Creation
Process
PLAN IT OUT
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Step #1: Create a Mindmap
 A mindmap is a visual
representation of your thoughts,
and it’s a really cleaver way to see
how your ideas relate to each other
on paper.
 Use the mindmap to layout the
sections and chapters of your E-book.
 http://www.wisemapping.com/
Free online mind mapping
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Step #2: Create an Outline
 See the different parts of your E-book
in the order they’ll
presented to your readers
 List you sections and subsections
in a way that makes sense to your
readers.
 Spend some time think about the
order from a rookie’s perspective
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Step #3: Tools You’ll Need
 Microsoft Word is very feature rich and will allow you to easily create
a professional looking E-book.
 Microsoft PowerPoint – For more visually based E-books
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Step #4: Make a Template
 Page Size
 8.5” x 11” or 6” x 9”
 Font
 Arial or Helvetica work best
 Paragraph styles
 Pre-select the headings, subheadings, captions, bullets and the body
 Header and Footer
 Website, contact info, page numbers
 Graphics and Logo
 For branding include your website on each page.
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Step #5: How to Start Writing
 You don’t have to start with the
Introduction.
 Start with a section you know you can
easily crank out.
 Write and save your E-Book in sections.
Each section basically becomes a
blog post that you can organize later.
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Don’t Forget to Include
 Disclaimer and copyright page
 A preface
 An “About the Author” page
 Links
 Helpful tools and exercises
 A Thank You page
 Eye catching graphics
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E-book Best Practices
 Share or solve. Tell don’t sell.
 Have a little fun. Take a relaxed and casual tone.
 Tell a story.
 Give it an intriguing title.
 Add a “Share This E-book with a Friend” callout.
 Design matters
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Videos
SHOW ME A STORY
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Why use online video
 Youtube – 3 Billions views daily
 800 million visitors monthly
 2nd largest search engine in the world
 Your video content is 50 times more likely to appear on the first page
of search results than standard text based content.
 The best way to story tell.
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What to Shoot
 Why would the people I want to reach want to watch this?
 They either want to be entertained or educated; or both.
 What content would lends itself perfectly to video?
 Diary-style, How-to’s, interviews, product walk thru’s, behind the
scenes, tutorials, company stories, event videos.
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Equipment
 Visual
 DSLR Camera
 Smartphone
 Webcam
 Audio
 Lapel microphone
 Built in microphone
 Lighting
 3 point lighting
 Desk Lamp
 Actual daylight is the best
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Editing Software
 Window Movie Maker
 Drag and Drop editing
 Frame animations
 Animated Lower thirds
 Add audio and music as
separate tracks
 Directly uploads to the major
video sites.
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Online Video Tips
 Appx 3-5 minutes max
 More than a “talking head” mix up images and angles
 Use text and music
 Know your equipment
 Get away from as much noise as possible
 Beware of lighting & Shadows
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Online Video Tips
 Be fairly close to the camera’s built-in microphone
 Make sure camera is stable
 Consider perspective and framing
 Watch the video a couple times after filming
 Smile, relax and have fun!
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Time to Upload
 Title
 Short, informative and to the point.
 Search for related videos to find out what people
search for.
 Description
 Content-rich, use URL’s, keywords
 Tags
 Tag your video with every applicable word or phrase
 Tag names and companies
 Thumbnail
 Pick the most appropriate thumbnail for the video.
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Time to Create 46

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The Key to Igniting Sales is to
create online content and optimize
it so that it appears on the first
page of search results when your
customers search for you or the
products or services you sell.
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Want to Work With Me
Call: 678-820-9577
Tweet: @sentmedia
Email: Sterling@TheSentMedia.com
 Ignite Your Business E-Book
 Digital Marketing Coaching & Consulting
 Website Development
 Don’t leave without scheduling Your FREE 30 minute consultation!
 Audit your website
 Audit your social media
 Strategy session
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