It can be challenging to write about how to write a presentation for the MyBusiness Academy mainly because our content needs to be top notch. There are many factors we need to take into account, not only do we need to research the best information in order to build a top notch 1% quality course but also because we need to make it accessible to everyone.
Our chapters and courses need to have a standard and unified format
so that people can be familiarized with the same format within the several courses of the Digital Institute. This also helps people to browse our content more easily and find the information they need quickly. This way our content will act not only as a first-time learning experience but also act as as a reference for future consultation to the user.
Finally, we need to take in account that these contents will need to be upgradable and corrected
in the future so that they can better adapt to new requirements in online learning. An example of this is the fact that we might be creating "Beginners" type courses, but will need to upgrade them to "Moderate" and "Advanced" level in the future.
The MyBusiness Academy is here to help people acquire knowledge and get the right tools to create or develop their business online. The Academy Courses will not only help people learn but will also act as a long duration resource to be browsed anty time we need specific information on how to do a task.
There are many ways you can use to create online content. Creating articles, videos, podcasts and even infographics can be a source of recurrent revenue if done professionally.
However, to achieve your goals, content writing and publishing needs to be efficient, and that requires quite a good deal of Strategic Planning. The Internet is full of high quality content that competes in ranking places in Google and social media sites. Knowing what to write and how to write it is the key, so you will need to make some strategic planning before starting.
2.1. Before you start
Here are some suggestions to keep in mind before starting to write.
2.2. How to do it
Here you you can write a small introduction
on what it will be explained and also, if possible, explain how the information will be organized on a bullet form box
, like the one below:
Alternatively you can also put the organization box in the following chapter.
Ok, now that we got this out of the way let's talk about how you can research, write and publish the next module.
Typically to help you write the module you will net need to follow the next steps:
The answer for these questions will guide you into following the best steps to build a strong base of quality and engaging content that can promote your brand, build an audience and get leads to your sales if that's the case.
With each of the following questions you will have some decisions to take, as we detail:
3.1. What you're trying to accomplish
The content you will create will depend on the type of action you want to achieve from your users. There are several actions you can expect from this client and the type of content you write, its size and its tone should reflect your goal. For example, you can write several types of actions:
3.2. Who you’re trying to reach
Choosing your target audience is probably the most difficult thing to do. To sell some products and even more a service you will first need to establish one Buying Persona (or more). This "Persona" is a description of a person that will most likely by from you. When you set the characteristics of that person, usually, the age, its occupation and behavior you will need to know what kind of activities he/she does so that you can start choosing what content she will likely search for.
To establish your buying Persona you will need basic information such as:
Once you define your Buying persona you will be able to choose what type of content you need to create so that it can match with his/her expectations/struggles and tastes.
3.3. What types of content you’ll publish
So basically until now you have responded to (1) what you sell and (2) whom to sell. We are now ready to choose what you will write.
There are many types of content you can create, here are some examples:
It is also very important that your content to be as up to date as possible since people will spend more time (and no skip) viewing your content and will generate more views.
Here are some of the resources that can help you choose what type of content produce:
3.4. How your content will support the brand
This item relates to the Buying persona. If you write about themes that are more related with your product and service you will likely attract people that are more prone to buying or interacting.
For example if you sell Pet products it would be important to write articles that relate to pet owners and their problems, and especially if you sell a certain product that can solve their problem.
The more you adapt your product and services to the specific content you create the more clicks, leads, sales and recommendations you'll get.
3.5. The ways in which your content will be differentiated
In the process of validating the feasibility of your business idea it is very important, for many reasons, to know what your competitors are.
Whether your market is local or global, you must have an idea of who is selling and how large is the market. Even more important is to analyze the competition that is already selling their products through digital channels and how they create (or not) content to get leads and sales.
If you find out that there are some local or regional markets where you already have many online content creators that are in direct competition you will need to differentiate your online activities in order to grab a part of the market.
There are many ways to make this distance yourself of your competitors, here are some of them:
3.6. How you will promote and amplify your content
There are many ways to promote and amplify the reach of your content. In the Content Strategy perspective (the Content Marketing will be explained later), you will need to create content that can apply to the following goals:
Here are some of the resources that can help you optimize and expand your content reach:
3.7. The metrics that define success
One of the least considered factors when planning some kind of business is how are we going to measure success. Content Marketing is no different and when we are investing in content creation we should always hava a prediction of what is our threshold of success is.
Content Marketing normally takes a certain amount of time to generate results so what we propose is to have some kind of an analysis for 3 time ranges: shorter, medium and long term. A good example of these terms can be 3 months, 6 months and 1 year and a half.
For each of these periods we can elaborate many kind of metrics:
On the other hand we can also make a cost estimation of what each article costs to write, publish and promote so that we can in each period have some kind of results.
Here you can see some applications that can help you track and analyze your website traffic:
5. SummaryThe content you will create will depend on the type of action you want to achieve from your users. There are several actions you can expect from this client and the type of content you write, its size and its tone should reflect your goal. For example, you can write several types of actions::
Content Strategy is both labor intensive and can be quite complex as it leads with many different activities and tools that support it. It involves using tools to perform Content Optimization tasks that can find the best keywords and search activity for the theme you have chosen.
The most used tool for Content Optimization is the Google Search Console, which is a free tool offered by Google to optimize content on your site. You can use Google Search Console as a way to look into how search engines understand your content. There are many other tools you can check, check out this article: Best Content Optimization Tools for SEO %COMMENT: 10 Best Content Optimization Tools for SEO% - to know the pros and cons about them.
The next step on your list is to build your Content Marketing Strategy, which operationalizes the distribution of the content you have produced.