SlideShare a Scribd company logo
1 of 99
Create a content marketing 
machine to drive the right sort 
of targeted traffic to your 
website 
Michael Shilling 
@memorygate 
#DIGSHOW2014
The bit about me 
I Shoot Babies 
[mostly] 
Keen Blogger 
Studio in South 
Wimbledon in a 
Soft-Play Centre 
@memorygate #DIGSHOW2014
What are we after? 
The 1% 
@memorygate #DIGSHOW2014
Key Elements 
Strangers 
Visitors 
Customers 
Promoters 
Attract 
Convert 
Close 
Delight 
@memorygate #DIGSHOW2014
How do we reach the 
1%? 
Blogging - 55% more web traffic and 70% more leadsGreat content - 
fantastic and inspiring imagery - helpful articlesEmail Marketing - still a 
powerful tool for turning leads into clientsFacebook - can help build email 
lists, book sessions, creates advocates of your brand etc etcLanding 
Pages - helps you test the success of a campaign - one per 
campaign Google - Google+ - Authorship - Analytics - Webmaster 
Tools Pinterest - amazing visual tool TwitterInstagram You Tube 
Blogging - 55% more web traffic and 70% more leadsGreat content - 
fantastic and inspiring imagery - helpful articlesEmail Marketing - still a 
powerful tool for turning leads into clientsFacebook - can help build email 
lists, book sessions, creates advocates of your brand etc etcLanding 
Pages - helps you test the success of a campaign - one per 
campaign Google - Google+ - Authorship - Analytics - Webmaster 
Tools Pinterest - amazing visual tool TwitterInstagram You Tube 
@memorygate 
#DIGSHOW2014
Social media marketing trends in 2014 
#1. Pay to play 
@memorygate 
#DIGSHOW2014
Social media marketing trends in 2014 
#2. Planning becomes a 
@memorygate 
necessary evil 
#DIGSHOW2014
Emerging social media marketing 
trends in 2014 
#3. Brands out-published 
traditional publishers 
@memorygate 
#DIGSHOW2014
Social media marketing trends in 2014 
#4. Visual social takes 
@memorygate 
centre stage 
#DIGSHOW2014
Social media marketing trends in 2014 
#5. Social mobile is now 
@memorygate 
mandatory 
#DIGSHOW2014
Social media marketing trends in 2014 
#6. Social media 
automation is no 
longer a dirty word 
@memorygate 
#DIGSHOW2014
Social media marketing trends in 2014 
#7. Wearable social 
takes big baby steps 
@memorygate 
#DIGSHOW2014
Social media marketing trends in 2014 
#8. Google+ starts 
moving content 
and then Google begun to dump it 
@memorygate 
#DIGSHOW2014
Social media marketing trends in 2014 
#9. The increasing 
authority of online 
@memorygate 
influencers 
#DIGSHOW2014
Social media marketing trends in 2014 
#10. Brands start ignoring 
mass media in larger 
@memorygate 
numbers 
[and Google starts giving brands lots of love] 
#DIGSHOW2014
Inbound Marketing Audit 
Create a 'state of the union' 
@memorygate 
report 
& 
Create a monthly report 
#DIGSHOW2014
Inbound Marketing Audit Example 
@memorygate #DIGSHOW2014
Google Analytics 
@memorygate #DIGSHOW2014
SumAll 
@memorygate #DIGSHOW2014
SumAll 
@memorygate #DIGSHOW2014
HootSuite 
@memorygate #DIGSHOW2014
http://simplymeasured.com/free-social-media-@memorygate #DIGSHOW2014
Twitter Follower Report 
@memorygate 
#DIGSHOW2014
Twitter Follower Report 
@memorygate 
#DIGSHOW2014
Twitter Follower Report 
@memorygate 
#DIGSHOW2014
Facebook 
@memorygate #DIGSHOW2014
Facebook 
@memorygate #DIGSHOW2014
Facebook 
HOrganic reach - HPaid reach - NOrganic reach of page posts of your posts - AMPaid impressions of your posts - AS 
@memorygate 
count of fans online - BT 
#DIGSHOW2014
Facebook Fan Report 
@memorygate 
#DIGSHOW2014
Facebook Fan Report 
@memorygate 
#DIGSHOW2014
Facebook Fan Report 
@memorygate 
#DIGSHOW2014
Other Reports 
@memorygate 
#DIGSHOW2014
FollowerWonk 
@memorygate 
#DIGSHOW2014
FollowerWonk & Buffer 
@memorygate 
#DIGSHOW2014
Setting Targets 
Based on previous performance which metics would you 
like to increase and by how much?What would you have to 
do? - create more image based posts - post more videos 
etc etcWhat worked? How easy is it to repeat? 
@memorygate 
#DIGSHOW2014
Social Media Metrics 
@memorygate 
#DIGSHOW2014
Creating content
Creating content 
Making artMy definition of art contains three elements:Art 
is made by a human being.Art is created to have an 
impact, to change someone else.Art is a gift. You can sell 
the souvenir, the canvas, the recording... but the idea itself 
is free, and the generosity is a critical part of making art.By 
my definition, most art has nothing to do with oil paint or 
marble. Art is what we're doing when we do our best work. 
@memorygate 
Seth Godin 
#DIGSHOW2014
Do you remember the old 
American dream? 
Keep your head down 
Follow instructions 
Show up on time 
Work hard 
Suck it up 
@memorygate 
…you will be rewarded 
#DIGSHOW2014
The new American 
Dream 
Be remarkable 
Be generous 
Create art 
Make judgment calls 
Connect people and ideas 
@memorygate 
…and we have no choice 
but to reward you 
Seth Godin 
Linchpin 2010 
#DIGSHOW2014
Creating Content 
We are creating a product for someone, a unique and 
bespoke product that no one else can or will own. 
Do many people buy truly bespoke products anymore? 
Are you in danger of becoming an off-the-shelf 
photographer? 
@memorygate #DIGSHOW2014
Creating Content 
Does THAT excite you? 
Is it the reason you want to quit your day 
job? 
Write down three things you are passionate 
about.......don't write photography 
@memorygate #DIGSHOW2014
My Three Things 
Family 
Great ideas 
The need to create 
something 
important 
@memorygate #DIGSHOW2014
Here’s what I do 
Family Portrait Photographer 
Studio 
Location Portraits 
@memorygate #DIGSHOW2014
2 more lists 
Describe your personalty in three words or phrases 
Make a list of three things that you photograph that 
really interest you - the best bits of the job! 
@memorygate #DIGSHOW2014
Wedding Photographer 
Example 
Capturing the 
emotional connection 
between two people 
The tiny details of the 
day 
Candid moments 
Heart of sleeve 
typeThorough 
and detail 
drivenAn 
observer 
@memorygate 
#DIGSHOW2014
My Answers 
Intimate family 
portraiture 
Quirky and humorous 
portraits 
Babies and 1st time 
parents 
An Artist 
RomanticThink 
I’m funny 
@memorygate 
#DIGSHOW2014
Matching your work and personality 
Do your interests and 
personality and work match?Is 
there a gap between your 
personal life and your 
professional work? 
Do your interests and personality and 
work match?Is there a gap 
between your personal life and 
your professional work? 
@memorygate 
#DIGSHOW2014
Bert Stephani 
X-Photographer's talk 
showThe gap between 
personal and 
professional work 
@memorygate 
#DIGSHOW2014
Bert Stephani 
He sold a lifestyle - this is true 
marketingYour blog and your website and 
YOU are selling a lifestyle so you have to 
believe it to sell it 
Once you do you will find your own Bert 
Stephani to promote and sell your business 
@memorygate 
#DIGSHOW2014
Create a profile for yourself 
Family Portrait photographer - studio 
and locationFamilyGreat IdeasThe need 
and desire 
to create something 
important 
@memorygate 
Quirky and humorous 
portraits 
Intimate family 
portraitureBaby and 1st 
time parents 
#DIGSHOW2014
One thing about tone...... 
Tell me you love me 
@memorygate 
#DIGSHOW2014
Who are you writing for? 
Who are you clients and what do they like?What 
do they believe?Who do they trust?What are they 
afraid of and who do they love?What are they 
seeking?Who are their friends?What do they talk 
about? 
@memorygate 
#DIGSHOW2014
@memorygate #DIGSHOW2014
She's looking for an engagement ringShe's 
pregnantNatural livingCloth 
NappiesSewingGluten free RecipesCrafts 
@memorygate 
#DIGSHOW2014
playroomsArt for kidsBuying guidesKids crafts Outdoor Science fafomri lkyi dspsaSceensrsaoinryy day activitiesLiteracy and 
Food and recipesCreative kids partiesUnique kids 
spacesCreative cakesChildren's booksNurseries 
and kids roomsMurals Decals and Wall 
treatments Painted and paper ceilings in kids 
roomsFamily finds and products 
@memorygate 
Maths Traveling with 
kids places to take your 
kidsMother's and Father's 
day giftsPositive Parenting 
back to schoolOrganisation ideas 
teaching Languages 
#DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
Wedding InspirationBridal fashion WeekHairstylesmake 
upUnique 
Ideas BouquetsDIYDressBridesmaidsGroomsRed 
WeddingsBlue WeddingsGreen WeddingsWedding 
DecorEngagement ShootVintage WeddingsBoho 
WeddingsTravel Themed WeddingsInspiration 
foodFairytale Weddings Autumn WeddingsWedding Chair decorWedding favours Sweet bar / buffet Fun photography ideas Cake toppersEco-friendly weddingsBrown paper weddings1940s Boards Veils and Headwear Wedding 
CakesCocktailsTables number and name cardsWedding 
StationaryJewelleryShoes 
#DIGSHOW2014 
@memorygate 
Ceremony Ideaschildren at WeddingsWedding 
FilmsStag and Hen partiesPets at 
Weddings BoudoirRustic WeddingsDestination 
WeddingsColour PalettesGlitterReal BridesWedding 
Planning beauty articlesHoneymoon StyleSave the 
dateModern WeddingsWedding momentsWedding 
DiversityRetro Vintage ChicBlack and White 
PhotographyNeutralsCelebrity WeddingsNautical 
WeddingsWinter WeddingsInfographics City 
WeddingsWedding lighting Wedding transportNail 
PolishWedding giftsWedding Tablescapes
Persona Interests Family / 
parenting 
kids roomsMurals Decals and Wall treatments Painted and paper ceilings in kids roomsFamily finds and productsback funScience for kidsSensory activitiesLiteracy and Maths Travelling with kids places to take your kidsMother's #DIGSHOW2014 
@memorygate
Persona Interests newborn 
photography / baby 
AnnouncementsBath timeAwwwMummy fitnessBirthday PartiesMummy ChicStylish PregnancyBaby AnimalsCelebrity projectsGetting ready for babyMust have baby products and gearGender reveal ideas and cakes getting organisedCraftsHeal #DIGSHOW2014 
@memorygate
Why are you creating your content? 
• To attract new customersTo raise awareness about your company and create buzzTo share more information about your company to 
help people find youTo foster relationships give them a reason to tell others about youWhat do they talk about? 
To attract new customersTo raise awareness about your company and create buzzTo share more information about your company to help people find youTo 
foster relationships give them a reason to tell others about youWhat do they talk about? 
@memorygate 
#DIGSHOW2014
Types of content you could create 
Start a series of related postsInvite 
questions from readers - do this on 
social media tooRevisit Old 
postsListsHow to'sPersonal / 
OpinionseBooksVideoAnimated 
GIFsComics / CartoonsEmbedded 
@memorygate 
tweets or Facebook posts 
#DIGSHOW2014
Types of content you 
could create 
ContentTestimonials and case studies Questions - as titles Photography questions in blog posts 
@memorygate 
#DIGSHOW2014
Types of content you 
could create 
ReviewsNewsjackingInterviewsRants PredictionsWhat ifs 
Event informationInfographicsMemes 
@memorygate 
#DIGSHOW2014
Brainstorming 
Topic Ideas 
Subject 
Type of content 
@memorygate 
#DIGSHOW2014
Brainstorming 
@memorygate 
Weekly 
Monthly 
Seasonal 
#DIGSHOW2014
Fundamentals list 
Buyer persona Keyword research Expended keyword research 
to include interestsEvents throughout the year - trends and hot 
spotsContent ideas - brainstorming Where to publish Creating 
an inbound marketing audit Creating a Schedule Set targets 
based on your audit Decide what you are going to 
measure Create - publish - promote - watch - replicate and 
@memorygate 
repeat 
Buyer persona Keyword research Expended keyword research 
to include interestsEvents throughout the year - trends and hot 
spotsContent ideas - brainstorming Where to publish Creating 
an inbound marketing audit Creating a Schedule Set targets 
based on your audit Decide what you are going to 
measure Create - publish - promote - watch - replicate and 
repeat 
#DIGSHOW2014
Tools
WordPress 
recommended plugins 
recommended plugins 
Wordpress SEO by Yoast - SEO & sitemaps 
Vaultpress backup plugin 
W3 Total Cache 
Digg Digg - Soical media plugin 
Akismet - anti spam 
WP Smushit - image optimization 
Gravity Forms 
Google Analtics 
@memorygate #DIGSHOW2014
Creating drafts in Evernote 
@memorygate #DIGSHOW2014
HootSuite 
@memorygate #DIGSHOW2014
Blog publishing schedule 
@memorygate #DIGSHOW2014
Social Media Publishing 
Schedule 
@memorygate #DIGSHOW2014
Social Media Publishing 
HootSuite Schedule Template 
@memorygate #DIGSHOW2014
Creating a Campaign 
@memorygate #DIGSHOW2014
Creating a Campaign 
Directions for campaign 
Create client Persona 
Create Offer 
Do Keyword Research 
Create Resource text and Images 
Create Blog Post / Landing Page 
template for offer 
Create Follow up 
WorkflowCreate Social Media 
Sharing 
ScheduleCreate EmailCreate 
related Blog Post articles and 
promoteCreate Facebook 
ApplicationCreate Facebook Advert 
@memorygate #DIGSHOW2014
Creating a Campaign 
Persona 
Persona 
@memorygate #DIGSHOW2014
Creating a Campaign 
The Offer 
The Offer 
@memorygate #DIGSHOW2014
Creating a Campaign 
Keyword research 
Keyword research 
@memorygate #DIGSHOW2014
Creating a Campaign 
resource text and Images 
resource text and Images 
@memorygate #DIGSHOW2014
Creating a Campaign 
Landing Page 
Landing Page 
@memorygate #DIGSHOW2014
Creating a Campaign 
Follow up workflow 
Follow up workflow 
@memorygate #DIGSHOW2014
Creating a Campaign 
Sharing 
Sharing 
@memorygate #DIGSHOW2014
Creating a Campaign 
Email 
Email 
@memorygate #DIGSHOW2014
Creating a Campaign 
Facebook App 
Facebook App 
@memorygate #DIGSHOW2014
Creating a Campaign 
Facebook Ad 
Facebook Ad 
@memorygate #DIGSHOW2014
Social Media Tasks 
Pinterest 
Weekly Create different themed board with minimum of 10 pinsPin blogposts to 
relevant boards Follow 5 new people or boards - relevant to weekly 
themeContent sourcesPinterest Search - term of the weekMemory Gate Blog - 
@memorygate 
guest blogs posts 
#DIGSHOW2014
Social Media Promotion
Social Media Tasks 
Twitter 
DailyCheck mentions and replyDo a daily RT WeeklyTweet blog posts from Hootsuite and follow 
schedule Use buffer to tweet from followed RSS feeds #WeddingWednesdayOccasionally news 
jack Follow 5 new people - Twitter recommendedContent sourcesMemory Gate blog and guest 
blogsPhotography feedMummy blogger feedWedding feed 
@memorygate 
#DIGSHOW2014
Social Media Tasks 
Facebook 
DailyMin 3 posts a dayMorning - share from feedLunchtime - Memory Gate blog post - old or archived or 
other content Weekly Share from Buffer - set to post twice a day - late afternoon and early 
evening Share Pinterest board of the weekPhoto of the week - post to Eddie Catz as shareUpdate cover 
photoLike 5 new pages - related to weekly Pinterest ThemeContent sourcesMemory Gate blog and guest 
blogsPhotography feedMummy blogger feedWedding feedFacebook feed 
@memorygate 
#DIGSHOW2014
Social Media Tasks 
Google+ 
Daily Check mentionsWeekly Share feeds from BufferShare blog posts from Hootsuite Post a gallery of 
images 3-10 taken from blog post - link to articleFollow 5 people / connect with 5 suggestions Content 
sourcesMemory Gate blog and guest blogsPhotography feedMummy blogger feedWedding feed 
@memorygate 
#DIGSHOW2014

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Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014

  • 1. Create a content marketing machine to drive the right sort of targeted traffic to your website Michael Shilling @memorygate #DIGSHOW2014
  • 2. The bit about me I Shoot Babies [mostly] Keen Blogger Studio in South Wimbledon in a Soft-Play Centre @memorygate #DIGSHOW2014
  • 3. What are we after? The 1% @memorygate #DIGSHOW2014
  • 4. Key Elements Strangers Visitors Customers Promoters Attract Convert Close Delight @memorygate #DIGSHOW2014
  • 5. How do we reach the 1%? Blogging - 55% more web traffic and 70% more leadsGreat content - fantastic and inspiring imagery - helpful articlesEmail Marketing - still a powerful tool for turning leads into clientsFacebook - can help build email lists, book sessions, creates advocates of your brand etc etcLanding Pages - helps you test the success of a campaign - one per campaign Google - Google+ - Authorship - Analytics - Webmaster Tools Pinterest - amazing visual tool TwitterInstagram You Tube Blogging - 55% more web traffic and 70% more leadsGreat content - fantastic and inspiring imagery - helpful articlesEmail Marketing - still a powerful tool for turning leads into clientsFacebook - can help build email lists, book sessions, creates advocates of your brand etc etcLanding Pages - helps you test the success of a campaign - one per campaign Google - Google+ - Authorship - Analytics - Webmaster Tools Pinterest - amazing visual tool TwitterInstagram You Tube @memorygate #DIGSHOW2014
  • 6. Social media marketing trends in 2014 #1. Pay to play @memorygate #DIGSHOW2014
  • 7. Social media marketing trends in 2014 #2. Planning becomes a @memorygate necessary evil #DIGSHOW2014
  • 8. Emerging social media marketing trends in 2014 #3. Brands out-published traditional publishers @memorygate #DIGSHOW2014
  • 9. Social media marketing trends in 2014 #4. Visual social takes @memorygate centre stage #DIGSHOW2014
  • 10. Social media marketing trends in 2014 #5. Social mobile is now @memorygate mandatory #DIGSHOW2014
  • 11. Social media marketing trends in 2014 #6. Social media automation is no longer a dirty word @memorygate #DIGSHOW2014
  • 12. Social media marketing trends in 2014 #7. Wearable social takes big baby steps @memorygate #DIGSHOW2014
  • 13. Social media marketing trends in 2014 #8. Google+ starts moving content and then Google begun to dump it @memorygate #DIGSHOW2014
  • 14. Social media marketing trends in 2014 #9. The increasing authority of online @memorygate influencers #DIGSHOW2014
  • 15. Social media marketing trends in 2014 #10. Brands start ignoring mass media in larger @memorygate numbers [and Google starts giving brands lots of love] #DIGSHOW2014
  • 16. Inbound Marketing Audit Create a 'state of the union' @memorygate report & Create a monthly report #DIGSHOW2014
  • 17. Inbound Marketing Audit Example @memorygate #DIGSHOW2014
  • 23. Twitter Follower Report @memorygate #DIGSHOW2014
  • 24. Twitter Follower Report @memorygate #DIGSHOW2014
  • 25. Twitter Follower Report @memorygate #DIGSHOW2014
  • 28. Facebook HOrganic reach - HPaid reach - NOrganic reach of page posts of your posts - AMPaid impressions of your posts - AS @memorygate count of fans online - BT #DIGSHOW2014
  • 29. Facebook Fan Report @memorygate #DIGSHOW2014
  • 30. Facebook Fan Report @memorygate #DIGSHOW2014
  • 31. Facebook Fan Report @memorygate #DIGSHOW2014
  • 34. FollowerWonk & Buffer @memorygate #DIGSHOW2014
  • 35. Setting Targets Based on previous performance which metics would you like to increase and by how much?What would you have to do? - create more image based posts - post more videos etc etcWhat worked? How easy is it to repeat? @memorygate #DIGSHOW2014
  • 36. Social Media Metrics @memorygate #DIGSHOW2014
  • 38. Creating content Making artMy definition of art contains three elements:Art is made by a human being.Art is created to have an impact, to change someone else.Art is a gift. You can sell the souvenir, the canvas, the recording... but the idea itself is free, and the generosity is a critical part of making art.By my definition, most art has nothing to do with oil paint or marble. Art is what we're doing when we do our best work. @memorygate Seth Godin #DIGSHOW2014
  • 39. Do you remember the old American dream? Keep your head down Follow instructions Show up on time Work hard Suck it up @memorygate …you will be rewarded #DIGSHOW2014
  • 40. The new American Dream Be remarkable Be generous Create art Make judgment calls Connect people and ideas @memorygate …and we have no choice but to reward you Seth Godin Linchpin 2010 #DIGSHOW2014
  • 41. Creating Content We are creating a product for someone, a unique and bespoke product that no one else can or will own. Do many people buy truly bespoke products anymore? Are you in danger of becoming an off-the-shelf photographer? @memorygate #DIGSHOW2014
  • 42. Creating Content Does THAT excite you? Is it the reason you want to quit your day job? Write down three things you are passionate about.......don't write photography @memorygate #DIGSHOW2014
  • 43. My Three Things Family Great ideas The need to create something important @memorygate #DIGSHOW2014
  • 44. Here’s what I do Family Portrait Photographer Studio Location Portraits @memorygate #DIGSHOW2014
  • 45. 2 more lists Describe your personalty in three words or phrases Make a list of three things that you photograph that really interest you - the best bits of the job! @memorygate #DIGSHOW2014
  • 46. Wedding Photographer Example Capturing the emotional connection between two people The tiny details of the day Candid moments Heart of sleeve typeThorough and detail drivenAn observer @memorygate #DIGSHOW2014
  • 47. My Answers Intimate family portraiture Quirky and humorous portraits Babies and 1st time parents An Artist RomanticThink I’m funny @memorygate #DIGSHOW2014
  • 48. Matching your work and personality Do your interests and personality and work match?Is there a gap between your personal life and your professional work? Do your interests and personality and work match?Is there a gap between your personal life and your professional work? @memorygate #DIGSHOW2014
  • 49. Bert Stephani X-Photographer's talk showThe gap between personal and professional work @memorygate #DIGSHOW2014
  • 50. Bert Stephani He sold a lifestyle - this is true marketingYour blog and your website and YOU are selling a lifestyle so you have to believe it to sell it Once you do you will find your own Bert Stephani to promote and sell your business @memorygate #DIGSHOW2014
  • 51. Create a profile for yourself Family Portrait photographer - studio and locationFamilyGreat IdeasThe need and desire to create something important @memorygate Quirky and humorous portraits Intimate family portraitureBaby and 1st time parents #DIGSHOW2014
  • 52. One thing about tone...... Tell me you love me @memorygate #DIGSHOW2014
  • 53. Who are you writing for? Who are you clients and what do they like?What do they believe?Who do they trust?What are they afraid of and who do they love?What are they seeking?Who are their friends?What do they talk about? @memorygate #DIGSHOW2014
  • 55. She's looking for an engagement ringShe's pregnantNatural livingCloth NappiesSewingGluten free RecipesCrafts @memorygate #DIGSHOW2014
  • 56. playroomsArt for kidsBuying guidesKids crafts Outdoor Science fafomri lkyi dspsaSceensrsaoinryy day activitiesLiteracy and Food and recipesCreative kids partiesUnique kids spacesCreative cakesChildren's booksNurseries and kids roomsMurals Decals and Wall treatments Painted and paper ceilings in kids roomsFamily finds and products @memorygate Maths Traveling with kids places to take your kidsMother's and Father's day giftsPositive Parenting back to schoolOrganisation ideas teaching Languages #DIGSHOW2014
  • 66. Wedding InspirationBridal fashion WeekHairstylesmake upUnique Ideas BouquetsDIYDressBridesmaidsGroomsRed WeddingsBlue WeddingsGreen WeddingsWedding DecorEngagement ShootVintage WeddingsBoho WeddingsTravel Themed WeddingsInspiration foodFairytale Weddings Autumn WeddingsWedding Chair decorWedding favours Sweet bar / buffet Fun photography ideas Cake toppersEco-friendly weddingsBrown paper weddings1940s Boards Veils and Headwear Wedding CakesCocktailsTables number and name cardsWedding StationaryJewelleryShoes #DIGSHOW2014 @memorygate Ceremony Ideaschildren at WeddingsWedding FilmsStag and Hen partiesPets at Weddings BoudoirRustic WeddingsDestination WeddingsColour PalettesGlitterReal BridesWedding Planning beauty articlesHoneymoon StyleSave the dateModern WeddingsWedding momentsWedding DiversityRetro Vintage ChicBlack and White PhotographyNeutralsCelebrity WeddingsNautical WeddingsWinter WeddingsInfographics City WeddingsWedding lighting Wedding transportNail PolishWedding giftsWedding Tablescapes
  • 67. Persona Interests Family / parenting kids roomsMurals Decals and Wall treatments Painted and paper ceilings in kids roomsFamily finds and productsback funScience for kidsSensory activitiesLiteracy and Maths Travelling with kids places to take your kidsMother's #DIGSHOW2014 @memorygate
  • 68. Persona Interests newborn photography / baby AnnouncementsBath timeAwwwMummy fitnessBirthday PartiesMummy ChicStylish PregnancyBaby AnimalsCelebrity projectsGetting ready for babyMust have baby products and gearGender reveal ideas and cakes getting organisedCraftsHeal #DIGSHOW2014 @memorygate
  • 69. Why are you creating your content? • To attract new customersTo raise awareness about your company and create buzzTo share more information about your company to help people find youTo foster relationships give them a reason to tell others about youWhat do they talk about? To attract new customersTo raise awareness about your company and create buzzTo share more information about your company to help people find youTo foster relationships give them a reason to tell others about youWhat do they talk about? @memorygate #DIGSHOW2014
  • 70. Types of content you could create Start a series of related postsInvite questions from readers - do this on social media tooRevisit Old postsListsHow to'sPersonal / OpinionseBooksVideoAnimated GIFsComics / CartoonsEmbedded @memorygate tweets or Facebook posts #DIGSHOW2014
  • 71. Types of content you could create ContentTestimonials and case studies Questions - as titles Photography questions in blog posts @memorygate #DIGSHOW2014
  • 72. Types of content you could create ReviewsNewsjackingInterviewsRants PredictionsWhat ifs Event informationInfographicsMemes @memorygate #DIGSHOW2014
  • 73. Brainstorming Topic Ideas Subject Type of content @memorygate #DIGSHOW2014
  • 74. Brainstorming @memorygate Weekly Monthly Seasonal #DIGSHOW2014
  • 75. Fundamentals list Buyer persona Keyword research Expended keyword research to include interestsEvents throughout the year - trends and hot spotsContent ideas - brainstorming Where to publish Creating an inbound marketing audit Creating a Schedule Set targets based on your audit Decide what you are going to measure Create - publish - promote - watch - replicate and @memorygate repeat Buyer persona Keyword research Expended keyword research to include interestsEvents throughout the year - trends and hot spotsContent ideas - brainstorming Where to publish Creating an inbound marketing audit Creating a Schedule Set targets based on your audit Decide what you are going to measure Create - publish - promote - watch - replicate and repeat #DIGSHOW2014
  • 76. Tools
  • 77. WordPress recommended plugins recommended plugins Wordpress SEO by Yoast - SEO & sitemaps Vaultpress backup plugin W3 Total Cache Digg Digg - Soical media plugin Akismet - anti spam WP Smushit - image optimization Gravity Forms Google Analtics @memorygate #DIGSHOW2014
  • 78. Creating drafts in Evernote @memorygate #DIGSHOW2014
  • 80. Blog publishing schedule @memorygate #DIGSHOW2014
  • 81. Social Media Publishing Schedule @memorygate #DIGSHOW2014
  • 82. Social Media Publishing HootSuite Schedule Template @memorygate #DIGSHOW2014
  • 83. Creating a Campaign @memorygate #DIGSHOW2014
  • 84. Creating a Campaign Directions for campaign Create client Persona Create Offer Do Keyword Research Create Resource text and Images Create Blog Post / Landing Page template for offer Create Follow up WorkflowCreate Social Media Sharing ScheduleCreate EmailCreate related Blog Post articles and promoteCreate Facebook ApplicationCreate Facebook Advert @memorygate #DIGSHOW2014
  • 85. Creating a Campaign Persona Persona @memorygate #DIGSHOW2014
  • 86. Creating a Campaign The Offer The Offer @memorygate #DIGSHOW2014
  • 87. Creating a Campaign Keyword research Keyword research @memorygate #DIGSHOW2014
  • 88. Creating a Campaign resource text and Images resource text and Images @memorygate #DIGSHOW2014
  • 89. Creating a Campaign Landing Page Landing Page @memorygate #DIGSHOW2014
  • 90. Creating a Campaign Follow up workflow Follow up workflow @memorygate #DIGSHOW2014
  • 91. Creating a Campaign Sharing Sharing @memorygate #DIGSHOW2014
  • 92. Creating a Campaign Email Email @memorygate #DIGSHOW2014
  • 93. Creating a Campaign Facebook App Facebook App @memorygate #DIGSHOW2014
  • 94. Creating a Campaign Facebook Ad Facebook Ad @memorygate #DIGSHOW2014
  • 95. Social Media Tasks Pinterest Weekly Create different themed board with minimum of 10 pinsPin blogposts to relevant boards Follow 5 new people or boards - relevant to weekly themeContent sourcesPinterest Search - term of the weekMemory Gate Blog - @memorygate guest blogs posts #DIGSHOW2014
  • 97. Social Media Tasks Twitter DailyCheck mentions and replyDo a daily RT WeeklyTweet blog posts from Hootsuite and follow schedule Use buffer to tweet from followed RSS feeds #WeddingWednesdayOccasionally news jack Follow 5 new people - Twitter recommendedContent sourcesMemory Gate blog and guest blogsPhotography feedMummy blogger feedWedding feed @memorygate #DIGSHOW2014
  • 98. Social Media Tasks Facebook DailyMin 3 posts a dayMorning - share from feedLunchtime - Memory Gate blog post - old or archived or other content Weekly Share from Buffer - set to post twice a day - late afternoon and early evening Share Pinterest board of the weekPhoto of the week - post to Eddie Catz as shareUpdate cover photoLike 5 new pages - related to weekly Pinterest ThemeContent sourcesMemory Gate blog and guest blogsPhotography feedMummy blogger feedWedding feedFacebook feed @memorygate #DIGSHOW2014
  • 99. Social Media Tasks Google+ Daily Check mentionsWeekly Share feeds from BufferShare blog posts from Hootsuite Post a gallery of images 3-10 taken from blog post - link to articleFollow 5 people / connect with 5 suggestions Content sourcesMemory Gate blog and guest blogsPhotography feedMummy blogger feedWedding feed @memorygate #DIGSHOW2014

Editor's Notes

  1. Strangers Attract - blog, keywords and social media Visitors Convert - Forms calls to action and landing pages Leads Close - Emails, calls or meetings Customers Delight - Sessions, Events, sharing  Promotors 
  2. Strangers Attract - blog, keywords and social media Visitors Convert - Forms calls to action and landing pages Leads Close - Emails, calls or meetings Customers Delight - Sessions, Events, sharing  Promotors 
  3. Strangers Attract - blog, keywords and social media Visitors Convert - Forms calls to action and landing pages Leads Close - Emails, calls or meetings Customers Delight - Sessions, Events, sharing  Promotors 
  4. Facebook likes were the start and the finish of Facebook marketing. Obtain 100,000 likes and you could reach a big crowd. Facebook becoming public means the shareholders want a return. That means that free reach is diminishing and paying for it is almost becoming the necessary evil. Twitter has developed self serve ads like Facebook over the last 12 months in the USA and is now rolling it out into the UK and beyond. Yes, even Pinterest’s first promoted pins and advertising went live in October 2013. It is becoming pay to play on social. The free lunch is much looking a touch smaller. Jeffbullas's Blog.
  5. No longer is it enough to say that you do social media marketing because you have a Facebook and Twitter page. The increasing complexity means you need a strategic social media marketing plan. This means  defining your goals, audience and allocating a budget and appropriate resources just for starters. It’s now time to write that social media marketing strategy.
  6. Social media has given us the power, platforms and world reaching networks to all become publishers. Innovative and creative brands and businesses are realizing that social media and content publishing are synergistic cousins and cohorts. Create multimedia content and share it on social networks and you start global conversations. Brands such as Red Bull, General Electric and Lorna Jane are becoming media companies and publishers with powerful results. Red Bull even has its own media company with nearly 150 employees. The humble blog  is leaving its training wheels in the shed. Content is now where it’s at. Mass media is starting to struggle to compete with the amplification and viral velocity of  social content driven by the crowd. Octoly discovered that 99% of brand conversations on YouTube are created by fans and followers. Crowd sourced marketing is now becoming the norm rather than an afterthought.
  7. Visual social content  is now a serious contender in social media marketing due to the convergence of a few factors. The rapid market penetration of smart phones and tablets The widespread availability of high speed wireless networks The decreased cost of data that makes high definition uploads cost effective The emergence of focused visual media social networks such as Pinterest, Vine and Instagram Add the emergence of visual content marketing platforms such as Shuttlerock and it’s a trend that is helping companies drive brand awareness and sales.
  8. The rise of mobiles and their almost universal acceptance and use means that optimizing your social content for mobile is vital. This runs on a few levels. This includes: Make sure your blog is viewable on mobile devices by using responsive WordPress templates Visual content such as images and video needs to be made easy to view on smart phones and tablets 12 months ago it was a nice to have but is now becoming essential.
  9. Automation used to be a dirty word on social but doing “social at scale” means that you have no choice. New emerging startups such as Sprinklr are helping brands do social and digital marketing efficiently. Traditional technology companies such as Adobe, IBM, Oracle and Salesforce are acquiring and integrating Enterprise class social media infrastructure into their product offerings. This trend is also seeing the maturing of previously free platforms such a Hootsuite to grow up and offer platforms that offer a solution and one portal for your social media marketing.
  10. Google glass is offering the promise of  doing social at the blink of an eye and with the movement of lips. 2014 will see the emergence of wearable technology that takes social out of your hand and onto your wrist and face. Samsung is also in the game with other startups trying to get a position on the starting line. The other vendor to watch here is Apple. Will they or won’t they play? The two other important questions on this trend are, “what will be the adoption rate?” and “what will be its impact for social media marketers?” Look forward to reviewing the numbers in 2015.
  11. Facebook’s necessity of monetizing its social network to appease shareholders and become a sustainable business could be creating an interesting tangential sideshow. It could be pushing users into Google’s arms by using Google+. Google plus is not a source of revenue and doesn’t need to make money. It is helping feed the search beast’s golden search goose called “Google Adwords” With over half a billion user and growing it is now becoming a vital cog in SEO, social media marketing and content moving. My blog has seen an increase of over 300% in content amplification in the last 12 months on Google+. Google  plus needs to be on your social media event horizon.
  12. Klout and Kred were two of the first movers to allocate online influencers some credibility. This was at first seen as imagined rather than true and authentic. As online influencers in their niches have grown tribes and followers on social networks brands are starting to come out to play. Brands have done this in the past on traditional media and that is why mass media influencers such as Tiger Woods is sponsored by Nike.  There is no reason why this should not also occur with social media. This is a trend that is starting to happen. The question isn’t “should we?” It is more about  ”how can we?” The power of the social micro niche influencer on a global scale is now becoming evident and real. Expect to see this trend become more visible in 2014.
  13. The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes. A success? The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of  her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?” Expect to see to see more of this in 2014.
  14. The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes. A success? The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of  her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?” Expect to see to see more of this in 2014.
  15. The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes. A success? The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of  her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?” Expect to see to see more of this in 2014.
  16. The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes. A success? The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of  her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?” Expect to see to see more of this in 2014.
  17. The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes. A success? The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of  her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?” Expect to see to see more of this in 2014.
  18. The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes. A success? The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of  her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?” Expect to see to see more of this in 2014.
  19. The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes. A success? The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of  her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?” Expect to see to see more of this in 2014.
  20. Also there is time zone info
  21. Go to Posts in insights and make some observations from the last week. When are your fans online? What times are best to engagement - when are they online? Which post have performed best in the last week/month/year
  22. As we’ve seen, that dream is over.
  23. The problem You can be an off the shelf photographer, you can rank well in Google, you invest heavily in traditional marketing and if the truth be told you can earn a good living.
  24. The idea of building a factory business?
  25. - ask people what they wrote, what they do for a living and what they photograph.
  26. - ask people what they wrote, what they do for a living and what they photograph.
  27. - ask people what they wrote, what they do for a living and what they photograph.
  28. - ask people what they wrote, what they do for a living and what they photograph.
  29. Art is something you create to inspire other people
  30. Art is something you create to inspire other people
  31. In the interview Bert talks about how a CAMERA managed to make that gap significantly smaller that now they overlap occasionally. He didn't talk too much about it's technical features other than the physical size and the fact that he liked the image quality..... he actually describes the image quality as something he can't explain.
  32. In the interview Bert talks about how a CAMERA managed to make that gap significantly smaller that now they overlap occasionally. He didn't talk too much about it's technical features other than the physical size and the fact that he liked the image quality..... he actually describes the image quality as something he can't explain.
  33. Does your work reflect all of these things? What does this list say about the tone and style that your writing should adopt?
  34. Does your work reflect all of these things? What does this list say about the tone and style that your writing should adopt?
  35. Seth Godin blog Monday
  36. on Pinterest I  typed in 1st time parents
  37. on Pinterest I  typed in 1st time parents
  38. on Pinterest I  typed in 1st time parents
  39. on Pinterest I  typed in 1st time parents
  40. on Pinterest I  typed in 1st time parents
  41. on Pinterest I  typed in 1st time parents
  42. on Pinterest I  typed in 1st time parents
  43. on Pinterest I  typed in 1st time parents
  44. on Pinterest I  typed in 1st time parents
  45. on Pinterest I  typed in 1st time parents
  46. on Pinterest I  typed in 1st time parents
  47. Interesting tool - http://www.hittail.com/ HitTail tells you, in real-time, the most promising search terms you should target based on your existing traffic.
  48. Interesting tool - http://www.hittail.com/ HitTail tells you, in real-time, the most promising search terms you should target based on your existing traffic.
  49. Interesting tool - http://www.hittail.com/ HitTail tells you, in real-time, the most promising search terms you should target based on your existing traffic.
  50. Interesting tool - http://www.hittail.com/ HitTail tells you, in real-time, the most promising search terms you should target based on your existing traffic.
  51. Biz objectives Big picture thinking
  52. Biz objectives Big picture thinking
  53. Biz objectives Big picture thinking
  54. Biz objectives Big picture thinking
  55. Biz objectives Big picture thinking
  56. Biz objectives Big picture thinking
  57. Biz objectives Big picture thinking
  58. Biz objectives Big picture thinking
  59. Biz objectives Big picture thinking
  60. Biz objectives Big picture thinking
  61. Biz objectives Big picture thinking
  62. Offer Terms and Conditions Relevant Hashtags Facebook Facebook link http://a.pgtb.me/fL89zd
  63. Biz objectives Big picture thinking
  64. Biz objectives Big picture thinking
  65. Biz objectives Big picture thinking
  66. Biz objectives Big picture thinking