Jim Young Vice President jim@prbrigade
Post on 06-Jan-2016
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Content Generation Workshop
Boy Scouts of America8/13/13
Jim YoungVice Presidentjim@prbrigade.com
Content Generation Workshop
Boy Scouts of America8/13/13
What you’ll leave with today
1. An understanding of what great content is
2. A basic content strategy3. Some content ideas4. Techniques for
generating more content
Content Generation Workshop
Boy Scouts of America8/13/13
A Couple of Important
Starting Points
Content Generation Workshop
Boy Scouts of America8/13/13
A Couple of Starting Points
Which site should you be on?
• Channel doesn’t matter• Your message matters
Content Generation Workshop
Boy Scouts of America8/13/13
A Couple of Starting Points
Are you thinking strategically?
• Know your audience.• Know your brand and
voice.
Content Generation Workshop
Boy Scouts of America8/13/13
A Couple of Starting Points
Sourc
es
Internal
External
Strategic Impulsive
Creative Processes
Where content comes from:
Today’s Topic
Content Generation Workshop
Boy Scouts of America8/13/13
What is the Purpose of Content?
Content Generation Workshop
Boy Scouts of America8/13/13
The Purpose of Content
Content(blog post, Tweet, etc.)
Desired Result(purchase, lead, inquiry)
Content Generation Workshop
Boy Scouts of America8/13/13
The Purpose of Content
Content
Emotional Reaction
Action
Desired Result
Content Generation Workshop
Boy Scouts of America8/13/13
The Purpose of Content
Content
Emotional Reaction
ActionThe more complex the Result,
the more repetitions
Desired Result
Content Generation Workshop
Boy Scouts of America8/13/13
The Purpose of Content
5 Typical Actions Content Drives• Getting found• Staying top of mind• Qualifying/filtering• Clarifying/differentiating• Managing objections
Content Generation Workshop
Boy Scouts of America8/13/13
The Purpose of Content
Content Generation Workshop
Boy Scouts of America8/13/13
So What is
Great Content?
Content Generation Workshop
Boy Scouts of America8/13/13
What is Great Content?
Great content is material that evokes a powerful emotional reaction
that moves people to take actions toward your
Desired Result.
Content Generation Workshop
Boy Scouts of America8/13/13
What is Great Content?
• The more powerful the reaction, the better the content
• But only if the emotions are appropriate to your brand
• It’s about your reader
Content Generation Workshop
Boy Scouts of America8/13/13
What is Great Content?
Emotion #1:
Enjoyment(humor, fun, escape, entertainment, etc.)
Content Generation Workshop
Boy Scouts of America8/13/13
What is Great Content?
Emotion #2:
Helpful(useful, educational, problem-solving, etc.)
Content Generation Workshop
Boy Scouts of America8/13/13
What is Great Content?
Emotion #3:
In the know(first to know, on the inside, in the know, etc.)
Content Generation Workshop
Boy Scouts of America8/13/13
What is Great Content?
Emotion #4:
Surprise(shock value, unexpected, unique perspective)
Content Generation Workshop
Boy Scouts of America8/13/13
What isGreat Content?
Emotion #5:
Conflict(debate, discussion, point/counterpoint, etc.)
Content Generation Workshop
Boy Scouts of America8/13/13
What is Great Content?
Emotion #6:
Fear(warning, investigative, being prepared, etc.)
Content Generation Workshop
Boy Scouts of America8/13/13
What is Great Content?
Emotion #7:
Trust(safety, reliability, honesty, integrity, etc.)
Content Generation Workshop
Boy Scouts of America8/13/13
What is Great Content?
Emotion #8:
Understanding(belonging, empathy, crusade, etc.)
Content Generation Workshop
Boy Scouts of America8/13/13
The Purpose of Content
Content Generation Workshop
Boy Scouts of America8/13/13
Techniques to generate
content topics
Content Generation Workshop
Boy Scouts of America8/13/13
Topic Generation
1. Answering questions • Something you commonly
get asked• Everything you’ve ever
been asked
Content Generation Workshop
Boy Scouts of America8/13/13
Topic Generation
2. Asking for involvement • Caption a picture• Make a list• Show us your [blank]• Solicit questions to answer
Content Generation Workshop
Boy Scouts of America8/13/13
Topic Generation
3. Asking questions • Of some outside expert(s)• Of some non-sales internal
expert (vendor, QC, etc)• Of customer who uses your
product or service innovatively
Content Generation Workshop
Boy Scouts of America8/13/13
Topic Generation
4. Explaining why• You do what you do• Why things are the way
they are• Things are not the way
they could be
Content Generation Workshop
Boy Scouts of America8/13/13
Topic Generation
5. Sharing a vision• Where the world is headed• How the world could be if
only• How the world will be when
Content Generation Workshop
Boy Scouts of America8/13/13
Topic Generation
6. Talking about others• Others who are or aren’t
getting it right• People/groups who share
your values or inspire you
Content Generation Workshop
Boy Scouts of America8/13/13
The Purpose of Content
Content Generation Workshop
Boy Scouts of America8/13/13
Techniques to generate
longer content material
Content Generation Workshop
Boy Scouts of America8/13/13
Long Material Generation
1. Start by talking, not writing• Over a table (conference,
lunch or bar), on a dais or on the phone
• Ask “why” questions if more material is needed
Content Generation Workshop
Boy Scouts of America8/13/13
Long Material Generation
2. Record the conversation• Take no (or minimal) notes.• Focus instead on listening
and keeping the speaker going
• Transcribe it later
Content Generation Workshop
Boy Scouts of America8/13/13
Long Material Generation
3. Use email as fallback• Perfect for the “Asking
Questions” approach• Use open-ended “why”
questions to get longer answers.
Content Generation Workshop
Boy Scouts of America8/13/13
Long Material Generation
4. Build a content calendar• Look ahead for known
events to plan content for• Work ahead to avoid
feeling rushed and stressed
Content Generation Workshop
Boy Scouts of America8/13/13
Jim YoungVice Presidentjim@prbrigade.com
Content Generation Workshop
Boy Scouts of America8/13/13
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