Making Marketing Content – A Workshop For
Security Professionals
Presented by: Matt Ashton | Robbie Danko
Samantha Bresnan
On behalf of the PSA Sales & Marketing Committee
Introduction
• Who is PSA Security Network?
• The world’s largest electronic security cooperative
• Chances are, your company is an owner!
• www.psasecurity.com
• Benefits:
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National Deployment Program
Competitive Bid Program
Competitive Pricing on Leading Equipment
Committee Engagement | Networking | Education
https://www.psasecurity.com/education/committees/sales-andmarketing
Learning Outcomes
• LEARNING OBJECTIVES
• Develop content that is social media ready
• Create templates for customer-facing documentation and
presentation materials
• Produce a 60-second video that can be uploaded to YouTube
and get your message across in a clear and concise manner
SOCIAL MEDIA CONTENT
Social Media
• Define your target audience
• Determine your message
• Decide on your platform
• Dive IN!
Most Socially Shared Content
Infographics–incredibly engaging; humans process visual info faster than words interactive content –the
Quiz; user does something rather than consume it
Content That Evokes Emotion–strong positive emotion; happy emotions get more shares doesn’t matter
what industry you are joy-interest-anticipation-trust
Content with Images–image rich content is incredibly shareable; the eyes and the brain gravitate toward it,
engage with it, and share it
List Posts–people love to share lists and infographics (21,000 shares/mo), Headlines are magnetic, has a
certain number of points, the public feels they benefit from a list post therefore share on social media
Newsworthy Content–Changes, additions, acquisitions, promotions, community involvement
Crafting Your Message
• Intended audience
• What you want them to hear, see, feel
• What you want them to remember
• Linking to company website
• How do you say it
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Word count
Cadence
Sequence
Special effects (bold, italics, color)
Supporting image, video or other content
Tools
• Free pictures – Pexals.com
• Media ready images – canva.com
• Scheduling distribution
• Hootsuite
• Tweetdeck
CUSTOMER FACING CONTENT
Types of Content
• Website
• Collateral
• Tradeshow Setup
• Proposal Documentation
• Cover page
• RFP Responses
What Is Being Communicated
• Company Background
• Areas of Expertise
• Differentiators
• How Services are Delivered
• Advantages of Working with You
Key Considerations
• Consistent Language
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Terminology
Writing Style
Conversational
Assumed Expertise/Expectation of Common Knowledge
• Visual Appeal
• Consistent branding
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Color selections
Logo
Names of products/services
Definitions
• How the content is distributed/accessed
• Is it obvious why someone is reading your information
• Relevancy and Timeliness
CREATING A VIDEO
Creating a Video
• What should your video be about?
• What is the goal of your video?
• Who are you talking to?
• How can you use video to communicate your
main idea?
Steps To Create Video
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Sources/Creation of Images
Sources of Audio
Sources of Video
Uploading/Creating Timeline for Video
Hosting the Video
Promoting the Video
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Social Media
Website
YouTube Channel
Email Signature
Questions???
• Matt Ashton | [email protected] | 330-418-7933
• Samantha Bresnan | [email protected]
• Robbie Danko | [email protected] | 952-693-6532