Content Creation Judo
15th February 2016 | By
Marc Lehmann, CEO | Saasu.com
Producing content is a comfort zone shift.
courage to share
Weaknesses? > Content Expertise, Time and the Capital Strengths > Agile and you’re an Expert in your field
Solo Content Entrepreneurs
Content re-rolling > Live stream > Video > Podcast > Blog
Big niches e.g. > Online gamers > Specific Game > In Game Topic
Content-as-a-service > Subscribers > Merchandise > Ad revenue
Advertising = buy it in bulk.
Public Relations = beg for it in bulk.
Sales = beg one customer at a time.
Content Marketing = earn it.
Summarised from: “Web Marketing that Works” by Toby Jenkins and Adam Franklin
Juice the Search Engines
Great content creates
brand value and SEO lift
by Mark Kens on Flickr
Passion builds great content
mind is drawn to and what you’d score an A+
Focus on real customer needs
Remove pain and create pleasure. Show how to do something. Create a virtual experience.
Authentic trumps manufactured content. Polarising opinion create traffic. Content that bleeds, reads.
Content is a Long Game
Huffington’s 4 year long
Assess content value
proxy can you find to assess your time investment in producing content?
1000 content views
20% are new visitors
$5 google ads per click
= $1,000 content value
Know your audience, create a story
Young female in Canada  buying handcrafted home furnishings  for clients. Uses iPhone  to watch videos  about home design  and reads e-magazines  on her tablet . Works on MacAir  from home and coffee shops .
Google Adwords gender and country filters
Candidate Search Keywords?
Content to support mobile, tablet and laptop.
Video content, First mobile app for iOS on App Store?
Content for e-Magazines?
Content to support mobile, tablet and laptop
Topics of interest might be SOHO, Startups, Micro business productivity.
Nearly-free tools for great content
iA writer or notepad/notes Microphone -
Rode.com Tripod -
Manfrotto.com Mobile - One with HD 1080p. iPhone or top-end Samsung
Lighting - LED panels - buy online
Presenting - Keynote/Powerpoint
Stock images -
Flickr or Unsplash Brand guidelines - Understand the rules of your visual brand.
Content System -
Wordpress Image Edits -
Pixlr or Paint.net
What the pro content producers use
Editing: Final Cut Pro
Images: Stocksy and Getty
Microphone: Blue Yheti
Set: Pre-built or on-location
Content: Creative Director
Traffic: Traffic Hacker
Production: Post editor
Rooster Teeth, a popular Youtube channel covering gaming. Their office: "Laboris Voro Ingemino" is tongue in cheek "work hard, consume, continue with increased effort". Image by Sean Savage
Cover your target audience
|||||||||||||||||||||||||||||||||||||||||||||| Facebook 45.78% (▲ up) Q:Too crowded?
|||||||||||||||||||||| YouTube 21.86% (▲ up)
||||| Twitter 4.78% (▲ up)
|||| Reddit 4.35% (▲ up) Q:Is this a missed opportunity?
|| Pinterest 1.54% (▲ up) Q:Female market. Is that what you need?
| Tumblr 1.37% (▼ down)
| LinkedIn 1.37% (– same) Q:Many SMB’s invest huge amounts of time. Why?
| Instagram 1.29% (▼ down)
| Yahoo! Answers 1.29% (▲ up)
| Google+ 0.97% (▼ down) Q:Is it worth the effort just because it's Google? Data source: Top Social Channels Sep 2015 by
Top 7 Content Tips
Drop poor content, promote winners.
Gradually increasing production quality.
Re-roll one type of content into another.
Portfolio select topics and channels.
Run experiments with new content.
Watch KPI's = Visits/Shares/Likes.
Be self expressed and real. No fear.
Photo by Arron Cupid on Flickr
Content Journey Checklist
Market - Work out your target and can you address it within budget?
Format - What can you produce within capability and budget?
Devices - What target consume content. Where, what on and when.
Awareness - Which Channels will you distribute content?
Desire & Action - How does your target take buy? Are you present?
Find out more
Chief Executive Officer, Saasu
This work is licensed under a Creative Commons Attribution 4.0 International License.