The Strategy Editorial endorsements Branded editorial contentMoney page 21
What to measureStage KPIs Social audience growthReach Search impressions Social shares on content Earned links to content Engagement Organic search visits Social media referral visits Conversion Conversions by channel Return on Investment (ROI) 22
Deﬁne customer personas What are their goals? What are their problems? What keeps them up at night? 31
You’re not an artist, Peggy. You solve problems.Leave some tools in your toolbox. - Don Draper, Mad Men 32
Content checklist• Who are we writing for (customer persona)?• Does it provide a resource, evoke emotion or entertain?• What keyword(s) are we targeting?• What conversion page are we linking to?• Does it have a great image?• Is it original, or improve existing content on this subject?• Is it shareable?• Is it timely? 33
“ Within search results, information tied to veriﬁed online proﬁles will be ranked higher than content without suchveriﬁcation, which will result in most users naturally clicking on the top (veriﬁed) results. The true cost of remaining anonymous, then, might be irrelevance. - Eric Schmidt, Google Chairman More on Authorship from SearchEngineLand 38
Thanks for making it this far Ques%ons? Twitter: @parischildress LinkedIn: bg.linkedin.com/in/parischildress/ Google+: Skype: pchil9 Email: firstname.lastname@example.org StartUP@Blagoevgrad March 30, 2013 51
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