Learn how to set up a content marketing strategy online : editorial strategy, types of content, best practices for content management, writing for SEO, where to find resources and inspiration, including tools & case studies.

1. How ToSetUp A ContentMarketing
Strategy Online

2. Contents
1. Objectives
2. Types Of Content
3. Best Practices for Content Creation
4. Sourcing For Images
5. Writing For SEO
6. Case Studies

3. From the story to the conversion

5. Objectives
• Create the story, drive traffic towebsite
• From the attention to the conversation: raisingawareness, gather
contact info, and convert!

6. Objectives
• What do people like?
– Entertainment(eg. Buzzfeedbusiness model)
– Addedvalue (eg. MailChimp)
– Community(eg. VINCI AutoroutesGuide des parents)

7. Objectives
1. Tell a story to catchpeople’s attention
– Socialmedia isapowerfulset oftoolstotell astorywithpictures(Instagram,FB), short
sentences(Twitter),andtocutdownone storyintoa mini-series(FB, Video)
– The startingandending pointshouldalwaysbethe contenton yoursite

8. Objectives
2. Activate socialmechanisms to share the story
– A greatcontentis nothingwithouta properdiffusionstrategy
– Socialmedia has3 mainwaystohavepeople engaged:influencers(bloggers), advertising
(paid media)andgamification.These3 componentsarealsocalled « Activation» in the
advertisersjargon
– 50%of theresources foracontentMUST go todistribution

10. Objectives
3. From sharingto converting
– The hardpart:converting
– A mix of
• incentives (exclusive offer,backstageaccess…)
• usability(a clean andsimple landingpageforeachchannel)
• presence(retargeting visitors toremind them theycancomeback)
– Andtesting,testing!Analyticswatchingis key

12. TypesOf Content

13. A possible typology for content, from the easier to produce, to the more complex ones
13
Interest Methodology Price level Sample
Social media status Quick news, non-
corporate angle, easy
backstage access to the
brand
1 piece of news =
several status
* Burberry, Tiffany on
FB
Blog post Detail on one news of
the brand or brand
universe
500-1000 word +
pictures
** http://tiffanyandco.t
umblr.com/
Infographics Easy way to wrap-up an
idea, easily shareable
Gather data and
make it visual
** Link
Video More immersive, more
details and high
branding effect
Script of video,
shooting, editing
*** L’Odyssée de Cartier
(with the tiger)
Web-documentary Most immersive,
includes lots of
interaction with viewer
Complex mix of
video, text, with
several reading path
***** L’art de soigner
(private clinic in
Switzerland)

14. A possible typology for content, from the easier to produce, to the more complex ones
14
Blog
•Core content
•SEO friendly
•Links + Call to
Actions
Facebook
•Pictures
•Link back to
website
•Boost posts
Twitter
•As many times
as you want!
•Ads exist… but
not yet for SMEs
Instagram
•Behind the
stage, Lifestyle
•As many times
as you want!
Pinterest
•Recategorize
website pictures
•Add #hastags
and keywords

15. The most important parts of a blog post: do help Google know what you mean!
15
Contenttypes
Blog post

16. TITLE: 55-70 characters + focus
keyword
First paragraph: focus keyword
Headings (= h2): at least once the focus
keyword
Pictures: tagged with the focus
keyword + more
Category and tags (Wordpress): less
important, just more comfortable for
readers
Bold and italic (mentions) and colors
for links
16
Contenttypes
Blog post

17. 17
Contenttypes
Just likejournalists: straight to the point
People read 25% slower on screens than on paper. Mobile: short attention spans
79% of readers online don’t read all the content (zapping)
Try to balance between core, informative content & « click-baits » (now penalised by
FB)

18. TITLE: short, impactful
Brand identity: Logo, name, URL at the
bottom
Two to four « blocks », like paragraphs
of a story: small text, nice chart/picture
Footer: sources, mentions (links), brand
identity, contact, logo
Article: ALWAYS an article with the
infographics (SEO)
Think of how ONE infography can be X
smaller pictures for social media
18
Contenttypes
Infographics

19. Piktochart: freemium ($29/month without watermark + HD)
Infogram: freemium ($18 to $50/month without watermark + realtime data)
19
Contenttypes
Infographics

20. Title: short, SEO-friendly, teasing
Duration: 1’, 3’, 10’ or longer. 1 « story » = several videos of different timing
Hosting: Youtube, or Facebook native (if strong FB presence)
20
Contenttypes
Videos

21. Contentbestpractices
Most effective B2Bcontent

22. BestPracticesfor Content Creation

23. - What are your
campaign goals?
- What kinds of
content can help
you achieve it?
- When/how often
will content be
published
Best practicesfor content
Editorial strategy

24. Best practicesfor content
Editorial strategy – example for Facebook

25. Best practicesfor content
Editorial calendar – example for Facebook

26. 1 Find your Brand Pillars
- Unique Value Proposition
- Values: independence, autonomy,
creativity, innovation
2 Embody your brand through content
- Multimedia: blog, pictures, video,
infographics
- Consistency: don’t change it every other
month
Best practicesfor content
Where to get ideas?

27. Your own roadmap:
• Talk of your upcoming and past events (announcements, thank you, pictures)
• Talk of your product launches
• Talk of your recruitment, life of the team
Let other people do the content:
• Do web reviews on selected topics: 4-5 links you agregate, comment, link up to and
add own title (« Top 5 wellness tips of the week »)
• Do interviews: people love to talk/answer questions, and they provide the content
Set your own editorial topics and play it as a series:
• Top healthy foods for expats in Singapore
• What supplements for sports (marathons, etc)
• CNY Detox
• Mother’s Day, etc…
27
Best practicesfor content
Where to get ideas?

28. Do use free tools to know what’s up in your industry:
• http://www.talkwalker.com/alerts : get free daily or weekly e-mails on specific
keywords
• Twitter Search: a lot of people talk about your topics, it’s easy to get news
28
Best practicesfor content
Where to get ideas?

29. 29
Remixing content
The 70-20-10 rule
70% is remixed
• Web reviews, link sharing/commenting
• Time needed: 10-30min
20% is original
• Infographics, blog posts, opinion, itw
• Time needed: 2-4h
10% is commercial
• Flash sales, Referral, Seasonal, etc
• Time needed: 1-2h with emphasis on Design (+ Ads)

30. Sourcing For Images

31. 31
Finding picturesonline
Flickr Commons & Google “free for reuse”

32. 32
Finding picturesonline
Flickr Commons & Google “free for reuse”

33. Writing For SEO

34. Writing for SEO
One article= one keyword
34
One article = one keyword
• Keyword is in the URL
• Keyword is in the first sentence
• Keyword is in one (or more) of h2
• Keyword is in the meta-description
• Keyword appears more than 3
times overall
Stats & Tips:
• Title = below 70 characters
• Meta = 150-160 characters
• Headings = 120 characters
• Stats in the title
• Internal & External links
34

35. Writing for SEO
Building cornerstone content
35
Pages rank high, more than websites
A Cornerstone is an amazing page of
content:
• Dense information made compact
• Links, links, links (internal, external)
• Useful for readers
• A page you want to share to other
(resource center)
Think of a Wikipedia page with more
rich media elements
35

36. Writing for SEO
Building cornerstone content
3636

37. Writing for SEO
Pictures: tag and name them
37
Pictures matter because:
• Webmasters regularly undertag them
• Pictures are easy to share on social media
You should:
• Apply the same format to all pictures (640 width, for instance)
• For each article, get one square format (Facebook, Instagram) and one 2:1 (Twitter)
• Name the picture with tons of tags (brand, product, effect, country, etc)
• When uploading the picture, copy the Name to the Alt Image field
37

38. CaseStudies

39. 1 Adopt a “bottom-up” approach:
- Trust a small group of employees to oversee
efforts
- Encourage activation of existing resources (i.e
Maersk accessed its old digital archives for
initial photo content, kickstarted now
successful Photo Of The Day campaign)
2 Nurture a social-friendly work culture
- Find a social-friendly approach that sits well
with your existing company culture
- Employees must be ready to share with one
another and own networks
Case study: Maersk
The culture of sharing

40. 1 Integrate with HR Program
- Expert content is created by employees,
vendors, contractors under stipulated Social
Media Policy (integrated in HR process)
- Social Media Certification for advancement
2 Gamification
- Offer rewards i.e Badges for reader and
employee participation
- Some ideas: cash bonus for the most-shared
blog post, competition for best monthly
content contribution
Case study: Cisco
Incentivized Digitalisation

41. 1 Brainstorm & Communicate
Strategy
- Involve staff in brainstorming process
- Tie in with corporate culture and vision
- Encourage regular submission
2 Delegation
- Create shared editorial document (Google
Spreadsheet)
- Train employees to listen well
- Define content creation responsibilities
Case study: USWaterproofing
Planning

42. Connect with Communities &
Influencers
- Identify topics of customer concern in
relation to brand. e.g GE situates itself
as a growth and innovation leader
- Connect with existing communities on
topics e.g Innovation and Startup
Ecosystems
- Work with key influencers in these
communities e.g IBM’s Smarter Planet
Citizen
Case study: GE /IBM
Thought leadership

43. Case study: Trip InAsia
Useful qualitative content

44. Case study: Trip InAsia
Useful qualitative content

45. Case study: Trip InAsia
Useful qualitative content

46. Case study: Trip InAsia
Useful qualitative content

47. THANK YOU!
Agence Tesla, a social media agency in Singapore and Shanghai
Martin.pasquier@agencetesla.com
Follow us on Twitter @agencetesla or www.agencetesla.asia
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