Four Keys To Great ContentPhillip ThuneCEO-AmericasTextbroker International@textbroker

What Is Great Content?

Four Keys to Great Content

• Audience

• Attitude

• Goals

• Keywords

Audience

It’s not about you.

Audience

Who is your audience?

-Check demographics, locations (Google Analytics)-Understand motivation for visiting and buying-Look for social signals (Likes, Re-tweets)-What are their needs?

Attitude

Now it’s about you.

Attitude: Outdoor OutfittersREI

Moosejaw

Details for Establishing Attitude

What attitude do you want? Serious, funny, happy, salesy? What’s your company history? What are your competitors doing? What makes you different from your competitors? How do you want to be seen? Company perspective (“we”) or third-person (“the company”)

communications? Can communications address the reader directly?

Goals

What should the piece do?• Establish as a leading

source?• Review an item?• Raise awareness?• Prompt purchases or

subscriptions?

Are there sub-goals, like increasing brand awareness?

Base keywords off of your audience’s preferences and your piece’s goals.

Items that are written starting from the keyword can lack focus and easily become stilted.

Keywords inspire snappy, pertinent headlines. Headlines can be re-worked after the content is finished for a stronger correlation between article and title.

Keywords

Where To Outsource Your Content

Writing Sites+ Set quality for set prices+ Options to work directly+ Quick turnaround+ Simple approval- Can’t talk to writer beforehand

Freelancers+ High quality+ Personal attention- High price- Long negotiations- No backups

Bidding Sites+ Low prices- Long negotiations- Manage multiple offers- Unclear timelines

Using a Writing Service

Set length and the general quality

Give your titles and your expectations

The more information you give in your instructions, the better the author can complete the assignment. With a strong title and clear instructions, any author should be able to write the post.

Instead of choosing from a pile of submissions, you simply say yes or no.

Conclusion

● Understand as much as possible about your audience

● Keep your attitude consistent● Set goals for each piece of content● Use your audience and your goals to generate

keywords and titles● Writing sites keep the process efficient and

affordable

Let’s make great content!