InboundWriter - DivvyHQ Webinar 5-23-12

9 Steps To Building Your Internal Publishing Department

The PresentersPelin Thorogood is a new media marketer and entrepreneur,and was named one of the “20 Women to Watch” in saleslead management in both 2011 & 2012. Pelin also serves asa Executive-in-Residence at Cornells Johnson GraduateSchool of Management.www.schulmanthorogood.com @PelinTJayme Thomason is the founder and CEO of DivvyHQ, thespreadsheet-free editorial calendar application. Prior to that,Jayme was the Chief Content Strategist for her agency, AllureNew Media.www.divvyhq.com @jaymethomason #contentmarketing

All Too Typical A Scenario Useless, promotional content No consistency Writer‟s block Missed deadlines and missed opportunities Poorly managed resources Miss the target on reach, engagement and conversion Painful, difficult-to-use tools No measurementls #contentmarketing

9 Steps to Building Your Internal Publishing Department Establish your content strategy Determine your ideal content marketing vehicles Establish your publishing schedule Assemble a great editorial team Utilize editorial planning tools to execute consistently Utilize content optimization tools to create more compelling content Build an efficient production, distribution and promotion workflow Reach & engage your audience through search & social channels Monitor their results & make adjustments on the fly #contentmarketing

The Simplest Content Strategy on Earth Who is your audience? What are your objectives? What type ofcontent do you need to support each objective? What are you going to say (that matters)? Where will you say it? (vehicles, channels) How often? Is it working? #contentmarketing

„Lifecycle‟ Content Reach/Acquisition Conversion RetentionBlogging White papers Email newslettersOnline press releases Explanatory videos Social media contentInfographics Customer video testimonials Customer support contentSurveys and trend data Case studies Product toursViral video Data sheets WebinarsSocial media content Product reviews BlogPodcasts Webinars ContestsBlog and forum comments Advertising and search copyContests #contentmarketing

Sample Editorial Plan Blog Posts = 4 times per week eNews = 2 times per month Video = 2 times per month Webinars = 1 time per month Podcast = 1 time per month PR/News Releases = 2 times per month Twitter/FB/LI/G+ = Daily #contentmarketing

Welcome to Journalism 101Editorial Organizational Chart #contentmarketing

1. Newspaper Org. Chart Photographer #contentmarketing

2. Corporation Writer #contentmarketing

3. Small Biz #contentmarketing

4. Agency #contentmarketing

Unleash Your Inner Data AnalystFamiliarize yourself withweb and socialmeasurementUnderstand how contentdrives results based onyour objectivesKnow how to establishbenchmarksUse data to optimize andcreate better content #contentmarketing

Know The Right Toolsmeasurement distribution production #contentmarketing

Create Relevant ContentUse data to understand what youraudience is interested in, what istrending, what types of content workbest, who are the influencersMarcus Sheriden: “Your customers‟first 50 questions should be your first50 blog posts.”Be creativeLink to relevant external sources,including articles, blogs, photosTell a storyCall to action #contentmarketing

Content Creation Best PracticesSEO best practices define “keyword focus”as one of the most important things in onlinewriting.The “right” keywords are very muchdependent on your content strategyEngaging content not only requires the use ofthe right words but also the right structure #contentmarketing

Develop Your Process Regular brainstorming meetings SMEs & Sales should be part of thisprocess Assign content projects withschedules/deadlines Develop your production workflow #contentmarketing

Sample Workflow #contentmarketing

Get it ReadLeverage yourCommunity: Socialchannels, customeradvocates,influencers, paidadvertising, etc.Work w/marketingand public relationsLeverageemployees #contentmarketing

Measure & AdjustMeasure impact ofcontent based onobjective – leads, sales,etc. – by audiencesegmentUse measurement todrive content decisionsTest Test Test!Remember: creativityw/out conversions =zero #contentmarketing

eBeanstalk.comSelected and optimizedfour category landingpages specificallydesigned for mid-to-long tail keywords: 3 year-old toys 2 year-old toys Gifts for a 1 year old Gifts for a 2 year old #contentmarketing

Results: eBeanstalk.comSeven-week results, averaged across the four optimized pages: Reach: Increase in search engine traffic (29%) Reach: Increase in paid search impressions (45%) Engagement: Increase in time on page (153%) Conversion: Increase in conversion to sale (17%) #contentmarketing

Convince&ConvertOptimized and repostedfive existing blog postsusing new focus terms Compared average traffic and key metrics for 30 days before/after rewriteCreated seven new blogposts Compared to average engagement and other data for 30 days of posts before using InboundWriter #contentmarketing

Before and After

#contentmarketing

Results: Convince&ConvertFour weeks of results for the 12 pages (5 rewritten, 7 new) onConvince&Convert:Reach: Traffic from search engines increased an average of 33% across thefive posts that were rewritten (optimized) using InboundWriterReach: Four of the five rewritten posts achieved top 10 Google rankings fortarget keywordsReach: Six of the seven newly written (optimized) posts achieved top 10Google rankings for target keywords within 48 hours of publication #contentmarketing

Results: CorePsych #contentmarketing

Thank You!Pelin Thorogood, Schulman+Thorogood Group @PelinT pelin@schulmanthorogood.com www.schulmanthorogood.comJayme Thomason, Founder and CEO, DivvyHQ @divvyhq, @jaymethomason Jayme@divvyhq.com www.divvyhq.com #contentmarketing

InboundWriter - DivvyHQ Webinar 5-23-12

by InboundWriter on May 23, 2012

Accessibility

Categories

Upload Details

Usage Rights

Statistics

InboundWriter - DivvyHQ Webinar 5-23-12 Presentation Transcript