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The Shareable Content Revolution: Are You Ready?
 

The Shareable Content Revolution: Are You Ready?

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In the age of social search, content marketers must plan, write, edit and manage content that inspires people to share it with their social networks. They should understand how their content is being ...

In the age of social search, content marketers must plan, write, edit and manage content that inspires people to share it with their social networks. They should understand how their content is being displayed once it is shared. They should also stay on top of where and how people are sharing their content via monitoring tools.

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    The Shareable Content Revolution: Are You Ready? The Shareable Content Revolution: Are You Ready? Presentation Transcript

    • THE SHAREABLE CONTENTREVOLUTION: ARE YOUREADY?Kelly DuffortKD Web StrategiesNCPRSA PR & MARKETING SEMINARNOVEMBER 15, 2012
    • @KellyDuffortINTERNET GROWTH Monday, November 12th : 8.68 billion pages Tuesday, November 13th : 10.2 billion pages Source: WorldWideWebSize.com
    • @KellyDuffortPERSONALIZED SEARCH Map Image Credit:psdgraphics.com
    • @KellyDuffortSOCIAL NETWORKING GROWTH 2/3 of online adults use social networking sites. 48% of consumers are led to make a purchase through a combination of search and social media influencers. Sources: “Why Americans Use Social Media,” Pew Internet Project, November 2011 “Search and Social Together Aid Online Shoppers,” eMarketer, March 2011
    • @KellyDuffortSOCIAL SEARCH
    • @KellyDuffortSEARCH ON GOOGLE
    • @KellyDuffortSOCIAL SEARCH ON GOOGLE
    • @KellyDuffortSOCIAL SEARCH ON BING
    • @KellyDuffortEXCITING! Photo Credit: @CostinThampikutty.com, Flickr
    • @KellyDuffortA LITTLE BIT SCARY… Photo Credit: @Kevin Lawver, Flickr
    • @KellyDuffortSOCIAL TO REPLACE SEARCH?
    • @KellyDuffortSHAREABLE CONTENTREVOLUTION
    • @KellyDuffortCLICK THE SHARE BUTTON
    • GREAT ONLINE CONTENT Well-written Appropriate length Target Keywords Scannable Target audience Distribution channel identified Photo Credit: @Kindercapes, Flickr
    • SHAREABLE ONLINE CONTENTGreat content plus… Not 100% promotional Considers community’s interests Provides direction Written and built for sharing on multiple channels Photo Credit: @Kindercapes, Flickr
    • @KellyDuffortORIGINAL DISTRIBUTION CHANNEL
    • @KellyDuffortMULTIPLE DISTRIBUTIONCHANNELS
    • @KellyDuffortDESIGNED FOR SHARING ONMULTIPLE CHANNELS Intriguing headline Descriptive <title> tag Complementary image w/accurate <img alt> tag <Meta name=“description”> field Sharing buttons Website or Blog
    • @KellyDuffortCONTENT AUDIT1. What do you have?2. Can it be recycled and repurposed?3. Analytics?4. What should you create?5. Can you chunk it up and serialize it?
    • SOCIAL AUDIT Social Analysis Social Focus Where have you been? Where should you be? Photo Credits: @UmbertoFistarol (L), @Flonian (R), Flickr
    • @KellyDuffortEDITORIAL CALENDAR Have a plan Accountability Increase productivity Solidify your web presence Consistency Keep marketing and business goals in focus
    • @KellyDuffortCOMMUNITY
    • @KellyDuffortRECOGNIZE BRAND ADVOCATES
    • @KellyDuffortKNOW THE INFLUENCERS
    • LISTEN Keywords and phrases Challenges Problems Your brand name, services and/or products Your competitors’ brand names, services and/or products Photo Credit: @OnTask, Flickr
    • @KellyDuffortMONITORING TOOLS Listen Look for content ideas Identify community members Share others’ content
    • @KellyDuffortGOOGLE ALERTS
    • @KellyDuffortGOOGLE ANALYTICS
    • @KellyDuffortSOCIALMENTION
    • @KellyDuffortSEOMOZ OPEN SITE EXPLORER
    • @KellyDuffortFACEBOOK INSIGHTS
    • @KellyDuffortTWITALYZER
    • @KellyDuffortPINFLUENCER
    • @KellyDuffortGOOGLE RIPPLES
    • @KellyDuffort“Great content isn’t great until it’s discovered, consumed and shared.” Lee Odden, author of “Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing”
    • @KellyDuffortTHANK YOUQuestions? Kelly Duffort KD Web Strategies http://www.kellyduffort.com Twitter: @kellyduffort