Hello readers. An apology first of all from yours truly for the huge gap since my last Content Creation Blog, which I am somewhat ashamed to say, was posted at the tail end of August€¦ All I can say is that we have been very busy here at Teapot Creative with loads of new clients coming on-board, conferences, meetings, moving to a new office. The list could go on but I won’t bore you anymore with excuses. In the meantime I hope you have found the time to sit back and enjoy reading my other blogs none of which mention Content Creation. A blessed relief for us all€¦


At the end of my last blog in this series, I finished up by saying that content creation for websites comes in a multitude of forms. I know that this is stating the obvious and yes, I say this in each of my blogs but it is so important to keep reminding yourself. Content creation is not easy and this is why of course why I wanted to try and help our readers along with this. This is blog # 6 in our series and at present the end is a long way off€¦ Muggins here has started and Muggins is going to have to finish no matter how many blogs that means writing!


Today’s blog is quite niche, which means it might not apply to your site. Sorry about this but stick with me as you never know, you might find a way of implementing these tips in the future at some point.

So what is it going to be then? Well, this time we are going to look at adding into your blog section the transcripts of speeches, presentations and your own interpretations of other people€™s presentations. If you are scratching your head then don’t worry. I did say that it was quite niche.

OK, I’ve still got your attention. Excellent. Thanks for sticking with me. I suppose the first thing to do is to ask yourself a few questions. Do you ever give lectures, presentations or speeches on subjects that relate directly to your website? Second question – do you own the copyright of the material or can you get permission to publish it on your site? Finally, do you or members of your team attend conferences? If you answered yes to any of the above then this may be perfect for you.


Funnily enough the idea to write this blog came to me by accident. When I started the content creation series months ago all I had was a very rough list of ideas from which to start out. This one wasn€™t on the list.

The actual moment of inspiration for this blog happened whilst I was reading one of the many blogs that followed on from the Brighton SEO conference back in September. Having been a delegate along with my colleague Felix, I was keen to see what people had to say about the event €“ speakers and delegates.

I would be fibbing if I didn€™t say that on the whole these bloggers took a much more thorough approach to their reporting than I did in my own blog which recounted our adventures both inside and outside of the Brighton Dome, the conference venue. I freely admit to not trying to compete with these much more in-depth blogs with my one justification being that I chose instead to write a blog that with luck might have tickled your funny bone a bit whilst promoting the bi-annual conference and the splendid town of Brighton.

It seemed that during the couple of weeks following on from the conference barely a day went by without someone tweeting a link to their website and blog section. Followers could then access copies of the presentation slides, a summarised version of their presentation in word form or the final option – carefully written notes and basic critique of other people€™s presentations! This last one seemed to demonstrate excellent €˜out of the box€™ thinking.

So lets take a look at the options for creating content off the back of a speech or presentation or just a conference you€™ve attended. I want you to discover that this isn’t merely a content creation method available only for the companies or individuals who are giving the presentations or delivering the speeches. Nope. Anyone can get in on the act€¦


Lets begin with the most accessible of the three methods €“ writing up and reviewing other people€™s presentations. A real life example of this hit my inbox recently. The Southampton based internet marketers Koozai posted a blog summary of day one of the London SearchLove 2012 conference shortly followed by a blog outlining the presentations that made up day two. One of their people had spent the day listening intently to the lectures and no doubt tapping away on a laptop or scribbling frantically. Teapot Ade was there in person whilst I was in mind but not in body.

The style of writing that these sort of blogs generally use is quite informal. In essence they are a summary using the words of the delegate sitting in the audience based on notes taken on the day and then padded out a bit.

If you can’t get on the list as a speaker at an event then this approach can be a great way of building your companies reputation and increasing your blog readership numbers. You might not be the speaker but when it comes to the people reading your blog, you may as well be unless they have heard of the actual person who delivered the presentation.

It won€™t come as a huge surprise that the place to launch your blog on the world is through Twitter. Thanks to the #tag method you can fire off a conference presentation blog at the delegates and others who the chances are will be on Twitter and following it closely to catch just this sort of thing as well as all the gossip.

It is a race however. In the days of the great tea clippers returning from India to Britain, the first ships home would get the best price for their cargo and with this type of blog it is the first ones uploaded that get the most readers. Everyone is busy and normally people only have a limited amount of time to read blogs and other conference feedback. Plus once you have read one, are you seriously going to go and read another one on exactly the same subject?

The final thing I want to say about this approach is that it plays into the hands of people who have attended the conference and perhaps shall we say not concentrated as hard as they should have done on some of the presentations or just not taken notes. Thanks to your overview, they can happily rattle off an informed report to their boss explaining in depth how fascinating each of the presentations was even if they did nod off a bit in the afternoon. Ahem€¦ If you do a good job of it then the chances are that you will recruit them as a subscribed blog follower and more than likely a Twitter follower too. A suitable reward for all your hard work.


And now we move onto written speeches. Of the three different ways of content creation we are talking about today this is undoubtedly the easiest in terms of time and effort. Put simply this is because the text has been written already so it is just a case of uploading it with a brief introduction added in for good measure to set the scene and close things up at the end although you don€™t even have to bother with this if you don€™t want to. It couldn€™t be easier. All you have to do is be asked to write and deliver a speech€¦ arrhh. There is a catch€¦

Whilst looking for an example of this approach, I found a speech given by none other than the President of the United States America, Barack Obama. He was addressing the UN General Assembly back in September this year and gave a pretty good speech as you would expect from the re-elected President. You might think that this is an extreme example but the very fact The Guardian have gone to the trouble of uploading the speech speaks volumes about the usefulness of this approach.

The hard work is done for you or to be precise has been done by whoever wrote the speech. In my experience this has always been me as I have yet to reach the dizzy heights of pre-written speeches like our friend Mr. Obama (I€™m not quite on first name terms with him). Another way of looking at this is that having toiled away for hours and hours writing a speech which is no easy feat, it is therefore just that you should have an easy ride when it comes to creating some new content for your site.


Presentations are slightly more tricky only because unlike their cousin the speech, the words are not there on a page ready to be copy & pasted into the blog but are more likely on cards consisting of lots of buzz words and other prompters. This will take a bit of work with the end result a series of slides with accompanying text.

It doesn€™t have to be overly lengthy but long enough so that it will make sense to the blog readers who didn€™t actually see the presentation live which could potentially be the majority of the blog readers. The reason why this is so important is that a stack of power point slides with nothing backing them up are fairly boring for your readers and for the Google search bots with orders to index the latest content.

If you are thinking this could be one for you then the trick is to make sure that your notes whilst you are writing the presentation are designed in such a way that you can convert them without too much trouble into a blog friendly version. If it is a little while since you last gave a presentation or perhaps you have never given one then it is worth remembering that a well-practiced presentation will be virtually committed to memory by the time you actually deliver it. This means that converting into text form for the blog won€™t be to hard. It pays to think positively when creating content.


At the back of my mind whenever I read a blog made up of a speech or presentation the thing that always springs to mind is one word. Authority. If someone has been asked to deliver a talk then they must know what they are talking about regardless of the subject or setting! Therefore, it should be worth reading their speech transcription or taking a look at the slides and accompanying text if it was a presentation.

The use of anyone of these three techniques is a great way to add variety to your blogs and capitalise on the hard work that went into writing that speech or preparing that presentation or making the most of that rather exorbitant conference seat fee by writing up your own guide. If you do a good job of it then you are very likely to pick up social media followers and blog readers. Content never comes easy but this is a great way of producing it. Why not have a go yourself.


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