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Blogging, web content & optimizing suzanne mc donald
 

Blogging, web content & optimizing suzanne mc donald

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  • This is more like it, though. A little snapshot of the future , helps to remind yourself why you’re working so hard, right? OK, let’s get back to earth
  • www.emarketer.com/Article.aspx?R=1008948
  • Invest first in what you can control, keep your site and blog as a hub for content that’s expensive to produce and won’t go away on a Facebok policy change
  • Longer-lasting vs. paid media More efficient & effective, Now you’ll know what’s working, Reduced customer service costs, Understand & relate to clients
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem. URI students parents of young children=middle-aged
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Editorial calendar should include: Holidays, Conferences Important dates/events that you’d like to get a post out ahead of Embed YouTube, Record your presentations, Review the books you’re reading, Schedule ahead Be sure to appoint an Editor and content quality control, a function DE provides for some clients, along w Editorial Calendar development http://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-middlebergsncr-survey-of-media-in-the-wired-world/ 80% of journalists believe bloggers have become “important opinion shapers.” Society for New Communication Research  
  • Demonstrate thought-leadership, brand personality (example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
  • Various channels that get leads: 52% of marketing pros said leads via blog had lower cost of acquisition.
  • Search marketing best practices: no duplicate content, enable social sharing with share buttons
  • http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
  • Demonstrate thought-leadership, brand personality (example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
  • Be sure to have a conversion, such as a newsletter signup
  • Your website and blog Email newsletter Social media Blogger relations & PR In-person interactions Additional outreach platforms Tying it all together
  • Demonstrate thought-leadership, brand personality (example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
  • Be sure to have a conversion, such as a newsletter signup
  • Challenge: It’s not working the way we’d thought! Takes too much time! People are complaining. Benefit: Cheaper than paid media & longer-lasting. Take time to focus on what works. Respond and treat complaints on social media as any good customer service pro would Solution: Analyze & adjust & respond (to complainers & yourself)
  • What works & Your consumers vs. fans
  • The more content you create, the feedback you get, the more data to crunch and better understand your audience. Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emerges Google Analytics: Map overlay, keywords, where they’re coming from
  • Something about regularly seeing someone, in person, that truly builds a relationship. Social media simply augments this, not necessarily supplants it. Next gathering a week from today at 41 North

Blogging, web content & optimizing suzanne mc donald Blogging, web content & optimizing suzanne mc donald Presentation Transcript

  • Blogging, Web ContentDesignated EditorSpeaking Series & Optimizing What Do I Get? Rhode Island Hospitality Association Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
  • suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
  • www.designatededitor.com 3
  • Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 4
  • www.designatededitor.com 5
  • Challenges we’ll address How to boost brand awareness & loyalty? How to discover influencers? Which tools & platforms are worth using? How to measure and boost ROI? How to integrate across platforms?@Sue_DesigEditor www.designatededitor.com 6
  • Google and Bing/Yahoo! serve& protect their best interests http://www.ukresistance.co.uk/pics4/jade_raymond_and_team.jpg@Sue_DesigEditor www.designatededitor.com 7
  • Search engines craveAs any blogger or affiliate marketer will tell you If no one is using search engines If no one clicks, then You won’t generate any income @Sue_DesigEditor www.designatededitor.com 8
  • While & may be all-powerful@Sue_DesigEditor www.designatededitor.com 9
  • They still have to contend with @Sue_DesigEditorhttp://www.buydarthvadercostume.net/wp-content/uploads/2010/08/darth-vader-costume-300x300.jpg 10 www.designatededitor.com
  • … oops I mean http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg@Sue_DesigEditor www.designatededitor.com 11
  • @Sue_DesigEditor www.designatededitor.com 12
  • Links Keywords Content SEO@Sue_DesigEditor www.designatededitor.com 13
  • Quality content Optimizes Interests humans social graph Integrates SEO@Sue_DesigEditor www.designatededitor.com 14
  • Who is your audience? Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary? www.designatededitor.com 15
  • Target Desired audience info Usability@Sue_DesigEditor Visitors 16 www.designatededitor.com
  • Where does content live? Social Media Blog Email Website@Sue_DesigEditor www.designatededitor.com 17
  • 4 stages to effectivenessStage 1 Your websiteStage 2 Your blog & emailStage 3 Platforms & tools integrationStage 4 Optimizing your platforms & metrics@Sue_DesigEditor www.designatededitor.com 18
  • Stage 1 Your website@Sue_DesigEditor www.designatededitor.com 19
  • How to fully maximize your content @Sue_DesigEditor www.designatededitor.com 20
  • WordPress is free & versatile@Sue_DesigEditor www.designatededitor.com 21
  • who is your audience?@Sue_DesigEditor www.designatededitor.com 22
  • 4 steps to content planningStep 1 Your audience & keywordsStep 2 Find & leverage the right toolsStep 3 Integrate social media channelsStep 4 Optimization & metrics@Sue_DesigEditor www.designatededitor.com 23
  • Keywords: Your prospects’ vocabulary @Sue_DesigEditor www.designatededitor.com 24
  • Keywords: Google Trends@Sue_DesigEditor www.designatededitor.com 25
  • Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 26
  • Editorial calendar Quality content tactics Tease News threads package@Sue_DesigEditor www.designatededitor.com 27
  • Editorial calendars @Sue_DesigEditor www.designatededitor.com 28
  • Stage 2 Blog & emailGoogle & search engines <3 fresh contentActivate keywords & make multimediaOffers a glimpse inside your brandEnable and moderate commentsLeverage blog posts to feed email@Sue_DesigEditor www.designatededitor.com 29
  • Blogs cited as least expensive www.designatededitor.com 30
  • Multimedia blog @Sue_DesigEditor www.designatededitor.com 31
  • email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor www.designatededitor.com 32
  • Influencer-finder toolswho is your audience?@Sue_DesigEditor www.designatededitor.com 33
  • @Sue_DesigEditor www.designatededitor.com 34
  • who is your audience?@Sue_DesigEditor www.designatededitor.com 35
  • Earnedmediaplacementtool @Sue_DesigEditor www.designatededitor.com 36
  • Other influencer tools@Sue_DesigEditor www.designatededitor.com 37
  • Stage 3 Integrate social mediaClaim social profilesDetermine most relevant social channelsMonitor, engage & integrateUnderstand sentiment analysisWeave your content across platforms@Sue_DesigEditor www.designatededitor.com 38
  • Google Alerts Twitter Facebook Polls Social Trends LinkedIn Answers@Sue_DesigEditor www.designatededitor.com 39
  • Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 40
  • Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 41
  • @Sue_DesigEditor www.designatededitor.com 42
  • @Sue_DesigEditor www.designatededitor.com 43
  • Show your brand or curate others’ @Sue_DesigEditor www.designatededitor.com 44
  • who is your audience?@Sue_DesigEditor www.designatededitor.com 45
  • who is your audience?@Sue_DesigEditor www.designatededitor.com 46
  • who is your audience?@Sue_DesigEditor www.designatededitor.com 47
  • Stage 4 Social media optimization & metricsBe more efficientBe more effectiveOptimize for performanceCalculate your ROI@Sue_DesigEditor www.designatededitor.com 48
  • Maximize Your ROIStep 1 Business development Identify your best growth areasStep 2 Keyword research What vocabulary are people using?Step 3 Build topics Discuss topics that best serve your growth markets & use keywords@Sue_DesigEditor www.designatededitor.com 49
  • @Sue_DesigEditor www.designatededitor.com 50
  • who is your audience?@Sue_DesigEditor www.designatededitor.com 51
  • Stage 4 How are we doing?@Sue_DesigEditor www.designatededitor.com 52
  • Facebook InsightsEngagement  &  Relevance   www.designatededitor.com 53
  • Google Analytics: now + social@Sue_DesigEditor www.designatededitor.com 54
  • who is your audience?@Sue_DesigEditor www.designatededitor.com 55
  • Benefits of web content planning   Boost awareness & loyalty   Longer-lasting vs. paid media   Understand & relate to customers   Now you’ll know what’s working   Reduced customer service costs   Efficient & effectively find influencers@Sue_DesigEditor www.designatededitor.com 56
  • In-person engagement www.designatededitor.com 57
  • Blogging, Web ContentDesignated Editor & OptimizingSpeaking Series What Do I Get? Rhode Island Hospitality Association Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor