21 Useful Tips for
Digital Content
Marketing to Build
Your Business and
Personal Brand
1
2
Chris Vaughn
Director of Marketing
DigitalSherpa
@ChrisHVaughn
Online and Market Editor
New England Home
Lynda Simonton
...
3
Follow Along At:
http://slideshare.net/DigitalSherpa
365 Posts: 10 lessons
learned
One Year. One Website.
4
Tip 1: Always Be
Analyzing
5
The Lightbulb
Problem
The blog post with
over 1,000 visitors
but no readers
6
While Exploring Google
Analytics…
7
No Shares? No Comments?!?
http://garden-bloggers-conference.com 8
“Light Bulb” Related Keyword
Visits in Google Analytics
http://garden-bloggers-conference.com 9
http://garden-bloggers-conference.com 10
Tip 2: - Be Thorough
Tip 3: Think About Conversion
Tip 4: Measure Your
Results
Tip 5: Test, Test and
Then Test Some More
Call To Action
Tip 6: Take Advantage Of
Free Online Tools
Google analytics
Google keyword planner
Tip 7: Never Stop
Optimizing
Measure All Visitors and Leads
Tip 8: Using Content To
Target Specific Markets
GEO-TARGETED CONTENT
• Create content geo-targeted to your key
markets that will help prospects in that area
• Find key pr...
#multifamilysms2014
Tip 9: Analyze Opportunity
OPPORTUNITY
• Over 100,000 people seek help or express design
frustrations on social media networks a month
• 4 of 5 consu...
#multifamilysms2014
Tip 10: Get In The Mix
ENGAGEMENT TIPS
• DO ask leading and help-oriented questions like
“How can we help” or “What city are you looking
for an a...
ENGAGEMENT TIPS
• DO have resources for the consumer ready quickly
when they engage. Social users have short
attention spa...
ENGAGEMENT TIPS
• DO follow up with the consumer after an
appropriate amount of time to close the service
loop
• DON’T kee...
Visual storytelling 101
43
Tip 11: Define Your Voice &
Visuals
• What does your brand sound like?
• “Tone” and personality
• Key messages
• What does...
Visual Branding: The Home
Depot
45
Visual Branding: The Home
Depot
46
Tip 12: Images > Words
• Create a visual content strategy
• Share photos that are relevant to
your brand
• Use images to t...
Images Engage on Facebook
• Photo posts get 39%
more interaction
• 93% of the most
engaging posts on FB
• 53% more likes
•...
Tip 13: Think Themes
• Before & After
• How-To
• Inspiration Boards
• Behind the Scenes
• Holidays / Seasons
• Pop Culture...
Tip 14: Repurpose Content
• Cascade content across
platforms
• Shoot once, use thrice
• Create photo collages
• Tools: Pic...
Tip 15: Take Advantage of
Video
• Video marketing is a powerful way to communicate
with your audience
– Share brand cultur...
Tip 16: Leverage Analytics
• Track engagement
• Demographics
• Popular content
• Best times to post
• Tools:
• Facebook In...
Putting it all into action
Ready? Let’s Do This!
53
54
Over 2,000,000 photos have been uploaded to Houzz and there are
over 14,000,000 users every month.
Tip 17: Change the
Conversation
Thomas Pheasant 55
Client’s Serene Bedroom
Betsy Johnson 56
Listen and Learn
57
Tip 18: Raise Your Ranking
58
Get Reviews
59
Under the Hood: Houzz
Optimization
60
61
Pinterest generates more referral traffic to business websites
than YouTube, Google+ and LinkedIn COMBINED!
Tip 19: Create a Business
Account
62
Under the Hood: Pinterest
Analytics
63
64
130 million people enjoy this photo sharing app
Tip 20: Share a Variety of
Content or Stick to a Clear
Theme
65
Tip 21: Tag People You Know
66
Bonus Tip: Be a Good Community
Member
• Share valuable information
• Interact and help
• Give credit where credit is due!
...
• Pick up the DigitalSherpa Houzz eBook in the Blog
Clinic
• Download our presentation here:
http://slideshare.net/Digital...
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
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Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand

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  • Geospecific content is the most important type of content in our space. Get to know your consumers and your markets
  • Example
  • What is the opportunity for finding new business on the social Web? How do you connect with social customers?
  • There’s a huge opportunity margin
  • You’ve recognized reach and opportunity factors and you have great content to support your activity. What now?
  • Filler slide
  • DO’s and DON’Ts of engaging with social customers
  • Filler slide
  • DO’s and DON’Ts of engaging with social customers
  • Filler slide
  • Filler slide
  • DO’s and DON’Ts of engaging with social customers
  • Focus on the ease and quickness of how great social media engagement can close business. Empathize with the collective struggle the room has been through or the hours put in to conversations just to have results like that which happened in a matter of minutes.
  • Share ideas and communicate more easily
  • Everyones ideas are different
  • Listen and Learn – one of the most popular photos on houzz
  • Complete your profile
  • Get reviews – search of atlanta landscape designers
  • Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand

    1. 1. 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand 1
    2. 2. 2 Chris Vaughn Director of Marketing DigitalSherpa @ChrisHVaughn Online and Market Editor New England Home Lynda Simonton @LyndaSimonton Lynda Simonton
    3. 3. 3 Follow Along At: http://slideshare.net/DigitalSherpa
    4. 4. 365 Posts: 10 lessons learned One Year. One Website. 4
    5. 5. Tip 1: Always Be Analyzing 5
    6. 6. The Lightbulb Problem The blog post with over 1,000 visitors but no readers 6
    7. 7. While Exploring Google Analytics… 7
    8. 8. No Shares? No Comments?!? http://garden-bloggers-conference.com 8
    9. 9. “Light Bulb” Related Keyword Visits in Google Analytics http://garden-bloggers-conference.com 9
    10. 10. http://garden-bloggers-conference.com 10
    11. 11. Tip 2: - Be Thorough
    12. 12. Tip 3: Think About Conversion
    13. 13. Tip 4: Measure Your Results
    14. 14. Tip 5: Test, Test and Then Test Some More
    15. 15. Call To Action
    16. 16. Tip 6: Take Advantage Of Free Online Tools
    17. 17. Google analytics
    18. 18. Google keyword planner
    19. 19. Tip 7: Never Stop Optimizing
    20. 20. Measure All Visitors and Leads
    21. 21. Tip 8: Using Content To Target Specific Markets
    22. 22. GEO-TARGETED CONTENT • Create content geo-targeted to your key markets that will help prospects in that area • Find key prospects asking questions or seeking help in the markets you’ve targeted • Create conversion opportunities by send blog or website readers to that market’s listing page from within your geo-targeted content
    23. 23. #multifamilysms2014 Tip 9: Analyze Opportunity
    24. 24. OPPORTUNITY • Over 100,000 people seek help or express design frustrations on social media networks a month • 4 of 5 consumer inquiries on social networks go unanswered (As of October 2013) • This is more pronounced in Real Estate, where only 15% of consumer inquiries are answered, with an average response time of 13 hours* *Statistics courtesy of Sprout Social
    25. 25. #multifamilysms2014 Tip 10: Get In The Mix
    26. 26. ENGAGEMENT TIPS • DO ask leading and help-oriented questions like “How can we help” or “What city are you looking for an apartment in?” • DON’T spam with a link immediately. Social consumers are SMART and will tune you out • DO show personality and have fun. Social consumers like to know they are dealing with real people
    27. 27. ENGAGEMENT TIPS • DO have resources for the consumer ready quickly when they engage. Social users have short attention spans • DON’T reply without a link to content or a listing. This conversation is now in a selling stage • DO ask a follow-up question with the link you provide such as “What are your requirements for the perfect apartment?”
    28. 28. ENGAGEMENT TIPS • DO follow up with the consumer after an appropriate amount of time to close the service loop • DON’T keep sending them messages until they reply. • DO use success stories like this as case studies to show consumers how much easier your brand can make the process of apartment hunting
    29. 29. Visual storytelling 101 43
    30. 30. Tip 11: Define Your Voice & Visuals • What does your brand sound like? • “Tone” and personality • Key messages • What does your brand look like? • Logos, colors, etc. • Optimize your profile for each social network 44
    31. 31. Visual Branding: The Home Depot 45
    32. 32. Visual Branding: The Home Depot 46
    33. 33. Tip 12: Images > Words • Create a visual content strategy • Share photos that are relevant to your brand • Use images to tell your stories • Photograph your work 47 Image via iStockphoto, AleksandarNakic
    34. 34. Images Engage on Facebook • Photo posts get 39% more interaction • 93% of the most engaging posts on FB • 53% more likes • 104% more comments • 84% more click- throughs 48
    35. 35. Tip 13: Think Themes • Before & After • How-To • Inspiration Boards • Behind the Scenes • Holidays / Seasons • Pop Culture 49 Images via Lifescape Associates and Digital Sherpa
    36. 36. Tip 14: Repurpose Content • Cascade content across platforms • Shoot once, use thrice • Create photo collages • Tools: Pic Stitch, Diptic, Pixlr 50
    37. 37. Tip 15: Take Advantage of Video • Video marketing is a powerful way to communicate with your audience – Share brand culture/values – Showcase products/services – Share DIY/how-to tips – Highlight happy customers 51
    38. 38. Tip 16: Leverage Analytics • Track engagement • Demographics • Popular content • Best times to post • Tools: • Facebook Insights • BlitzMetrics • Google Analytics 52 Screenshot via BlitzMetrics
    39. 39. Putting it all into action Ready? Let’s Do This! 53
    40. 40. 54 Over 2,000,000 photos have been uploaded to Houzz and there are over 14,000,000 users every month.
    41. 41. Tip 17: Change the Conversation Thomas Pheasant 55
    42. 42. Client’s Serene Bedroom Betsy Johnson 56
    43. 43. Listen and Learn 57
    44. 44. Tip 18: Raise Your Ranking 58
    45. 45. Get Reviews 59
    46. 46. Under the Hood: Houzz Optimization 60
    47. 47. 61 Pinterest generates more referral traffic to business websites than YouTube, Google+ and LinkedIn COMBINED!
    48. 48. Tip 19: Create a Business Account 62
    49. 49. Under the Hood: Pinterest Analytics 63
    50. 50. 64 130 million people enjoy this photo sharing app
    51. 51. Tip 20: Share a Variety of Content or Stick to a Clear Theme 65
    52. 52. Tip 21: Tag People You Know 66
    53. 53. Bonus Tip: Be a Good Community Member • Share valuable information • Interact and help • Give credit where credit is due! 67
    54. 54. • Pick up the DigitalSherpa Houzz eBook in the Blog Clinic • Download our presentation here: http://slideshare.net/DigitalSherpa • Connect with us! • Chris Vaughn – chris@digitalsherpa.com • Lynda Simonton – lsimonton@nehomemag.com 68

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