5 Simple Content Marketing Storytelling Techniques for 2014


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Learn easy way to impact your content marketing and social media results - today. This presentation includes tips on Google+, Google Authorship, SlideShare, Chat Apps like Snapchat, writing and blogging advice, and more.

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  • Looking at your buyer personas – students, parents, donors, alumni, media – and creating content that appeals to them across the entire engagement/buying spectrum.
  • Social media, but also traditional materials, in-person events – content marketing looks at all opportunities for storytelling and brings them under a unified umbrella.
  • It is getting more difficult for businesses to be seen in Facebook’s news feeds as Facebook pushes Page owners to buy ads to extend reach
  • Google will soon be implementing Author Rank, which will use social factors from Google+ to essentially rank the influence and authority of the authors producing online content.
  • 5 Simple Content Marketing Storytelling Techniques for 2014

    1. 1. 5 SIMPLE STORYTELLING TIPS FOR 2014 Easy ways to impact your content and social results – today. #MarketersAnon @emilycretella
    2. 2. #1: CHANGE YOUR SOCIAL MINDSET Your story is your most important marketing tool.
    3. 3. Change Your Social Mindset “You don’t need a Facebook strategy. You need a CONTENT strategy.” Image: Unsplash
    4. 4. What is Content Marketing? #1: Creating original content or sharing existing content that will benefit your audience at all stages of the buying process Image: Unsplash
    5. 5. What is Content Marketing? #2: Developing an appealing hub for your content, in the form of a blog, news section on your web site, etc., while integrating all available communication channels Image: CharityWater.org
    6. 6. What is Content Marketing? #3: Using smart marketing strategies to get your audience to engage with your content and take specific action Image: twitter.com/charitywater
    7. 7. Benefits of Strategic Content Marketing • Content & audience ownership • Real-time metrics • Search ranking improvement • Site traffic increase • Conversion rates • Public & key influencer trust • Position as leader • Audience satisfaction • Organizational buy-in • Brand loyalty • Social engagement
    8. 8. And Because Marketers Love Stats… • 61% of consumers feel better about and are more likely to buy from a company that delivers custom content.1 • Interesting content is a top 3 reason people follow brands on social media.1 • Social media sites & blogs reach 8 out of 10 of all U.S. Internet users & account for 23% of all time spent online.1 • 90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them.1
    9. 9. And Because Marketers Love Stats… • Blogs give websites 434% more indexed pages and 97% more indexed links.1 • The avg. cost to generate a lead through inbound marketing ($143) is about half the avg. for outbound marketing ($373).1 • Per dollar, content marketing produces roughly 3x as many leads.2 • After 36 months, content marketing generates 31 leads per $1,000 spent, more than 3x as many as paid search.2
    10. 10. Change Your Social Mindset Today START NOW: • Start blogging – or revive your current blog • Set measurable goals (i.e., engagement, social, conversions) • Revisit existing content • Develop a manageable editorial calendar • Use social to share
    11. 11. #2: FOCUS ON GOOGLE Circle this! Build your Authorship.
    12. 12. Join Google+
    13. 13. Join Google+ Google+ = Google. Google = Search. Search = Buy. • 2nd largest social network • 318.4 million active users in 31 markets • 50% of global Internet users have Google+ profiles (Facebook = 70%) • 1,200+ million monthly visits (Facebook = 809 million; Twitter = 416 million) Source: http://www.jeffbullas.com/2013/09/20/12-awesome-social-media-facts-and-statistics-for-2013
    14. 14. Join Google+ “Social proof is the new marketing.” Your quality of social interaction on Google+ creates a higher level of social proof and trust in your content and your authority.
    15. 15. Join Google+ Not sold? • Google+ rewards quality of content, ability to network, connecting on a helpful/educational level • Move from Search Engine Optimization to Customer Optimization: Google‟s Hummingbird update • The move away from “keyword SEO” to creating useful, customer-centric content that answers their questions is actually good for SEO • Facebook‟s “likes” are no longer free
    16. 16. So now that we’re in each other’s circles… Psst! Connect with me! www.google.com/+emilycretella www.google.com/+cursivecontent
    17. 17. Establish Your Authorship
    18. 18. Establish Your Authorship What is Google Authorship? A way to connect your Google+ profile to the content you create:
    19. 19. Establish Your Authorship Benefits to You • Content will be more credible • Easier to find your content from different sources across the web Benefits for SEO • Search-engine results with pictures are more likely to be clicked • More credible links get more clicks • Establish yourself as an authority in your area of expertise • More appealing for people to read your content and add you to their Google+ circles • Helps you discover and stop plagiarism of your work • More than 17% of search results feature a verified writer in the top 100 results • Your content will be indexed quicker if it‟s linked to your Google+ profile • Access analytics for your content in search Sources: http://www.forbes.com/sites/brentgleeson/2013/09/30/everything-you-need-to-know-about-google-authorship/ and http://www.google.com/insidesearch/features/authorship/
    20. 20. Establish Your Authorship How Do I Set Up Google Authorship? • Google+ profile photo with a recognizable headshot • Byline and name (matching G+ profile) appears on each page of your content (for example, “By Emily Cretella”) • Verify email address on the same domain as your content (or, using rel=“author” code) • Sign up for Authorship on Google (www.plus.google.com/authorship) • Join the Google Authorship & Author Rank G+ community
    21. 21. Focus on Google Today START NOW: • Join Google+ or become more active • Set up your Google Authorship • Claim all your online content
    22. 22. #3: (SLIDE)SHARE IT Present your content across platforms.
    23. 23. What is SlideShare? The world's largest community for sharing presentations.
    24. 24. What is SlideShare? • Upload presentations publicly or privately • Download presentations on any topic and reuse or remix • Embed on blogs, websites, company intranets • Share on Twitter, Facebook, LinkedIn • Leadshare: generate business leads with your presentations, documents, pdfs, videos • Slidecast: sync mp3 audio with slides to create a webinar • Embed YouTube videos inside SlideShare presentations • SlideShare PRO: premium features like branded channels, analytics, ad free pages, etc. Source: http://www.slideshare.net/about
    25. 25. The Stats on SlideShare http://www.columnfivemedia.com/work-items/infographic-the-quiet-giant-of-content-marketing
    26. 26. The Stats on SlideShare http://www.columnfivemedia.com/work-items/infographic-the-quiet-giant-of-content-marketing
    27. 27. (Slide)Share It Today START NOW: • Take existing content and repurpose: • • • • • White space Strong visuals Bullet points Clean look and consistent theme Minimal words per page • Offer promotions, coupons, clickable links, Twitter prompts and more within your deck • Integrate presentations across social platforms • Set up Google Authorship for SlideShare • Consider free vs. paid account
    28. 28. #4: TINY, VISUAL CONTENT WINS BIG Chat apps … Vine …. Pinterest …. Oh my!
    29. 29. Trending Small “There is a definite trend toward small. If we can‟t get big chunks of content through a limited „pipeline‟ of brain cells, maybe we can get grains of sand through. This would explain ideas like Vine (6-second videos), infographics, and even Pinterest, which is simply easy on the eyes without a lot of processing.” –Mark W. Schaefer Source: http://contentmarketinginstitute.com/2013/12/content-marketing-predictions-2014/
    30. 30. Trending Small • One day = 1.5 billion pieces of content, 140 million tweets and 2 million videos* • Short-form, mobile-friendly “micro” content will be 2014 trend • Vine; Instagram; Infographics; Pinterest • Chat apps on the rise: messaging services that push content through a mobile device‟s data connections • Snapchat Stories; Instagram Direct – as well as many others (WhatsApp, Kik, Tango, LINE) *http://www.jeffbullas.com/2012/03/07/9-awesome-reasons-to-use-infographics-in-your-content-marketing/#LtjTU24APRKeE8zH.99
    31. 31. Chat Apps 400 million photo or video “snaps” received daily Most users under 25 Enable intimate, one-on-one relationships
    32. 32. Chat Apps & Brands Taco Bell product intro Acura prototype reveal 16 Handles coupon for photo New Orleans Saints behind-thescenes Photo credit: http://www.flickr.com/photos/99185699@N00/6485043861/lightbox/
    33. 33. Let’s Get Visual • 2/3 of world‟s mobile data traffic will be video by 2017 • Five tweets per second contain a Vine link • A branded Vine video is 4x more likely to be seen than a regular branded video • Instagram videos are creating 2x more engagement than Instagram photos • 21% of online adults use Pinterest, up from the 15% who did so in December 2012 Statistics: http://digiday.com/brands/15-stats-vine-and-instagram-video/ & http://pewinternet.org/Reports/2013/Social-Media-Update.aspx
    34. 34. Create Tiny Content Today START NOW: • Decide if chat apps or visual platforms make sense for your brand: • Audience demographics • Content strategy • Ability to produce strong visuals • Optimize current content for visual sharing: • Make blog photos Pinterest-friendly • Create graphic images from key content points • Turn research into infographics
    35. 35. #5: INSPIRE YOUR STORY Seek out motivation to create your best work.
    36. 36. Write. Make your content “sticky”: • • • • • • Simplicity Unexpectedness Concreteness Credibility Emotions Stories Source: http://www.jeffbullas.com/2013/11/06/the-10-commandments-of-content-marketing/. Image: Unsplash
    37. 37. Focus. Know your audience: Create buyer personas Ask yourself: What does my audience need to know? Provide content that will help move them to the next stage of the buying journey Image: Unsplash
    38. 38. Optimize. Write better headlines Include subheads Add eye-catching visuals Keep your ideas short, simple and bulleted Create strong calls to action Image: Unsplash
    39. 39. Inspire Your Story Today START NOW: • Butt in chair, hands on keyboard. • Read, read, read: • www.Copyblogger.com • www.ContentMarketingInstitute.com • www.MarketingProfs.com • www.Econsultancy.com • www.Brainpickings.com
    40. 40. What Inspires Your Story? Let’s share ideas! Add your thoughts on Twitter or Google+: #MarketersAnon Read more at: www.cursivecontent.com/blog Image: Unsplash
    41. 41. Presented by: Emily Cretella, Owner, Strategist & Copywriter www.cursivecontent.com www.google.com/+EmilyCretella