Content Strategy: How to Become the Industry Authority Online

BECOMING AN INDUSTRY AUTHORITY ONLINEContent Strategy, SEO and Social MediaContent Strategy, SEO and Social Media

WHAT WE WILL COVER

WHAT WE WILL COVER How content can...

WHAT WE WILL COVER How content can... Make your brand an authority

WHAT WE WILL COVER How content can... Make your brand an authorityGreatly increase search engine trafﬁc

WHAT WE WILL COVER How content can... Make your brand an authorityGreatly increase search engine trafﬁc Take the pain out of social media management

WHAT WE WILL COVER

WHAT WE WILL COVERThe basics of a content strategy

WHAT WE WILL COVER The basics of a content strategyHow to come up with content that grabs attention and gets results

WHAT WE WILL COVER The basics of a content strategyHow to come up with content that grabs attention and gets results How to distribute content effectively

WHAT IS CONTENT?

WHAT IS CONTENT?“In media production and publishing,content is information and experiencesthat may provide value for an end-user/audience”

WHAT IS CONTENT?“In media production and publishing,content is information and experiencesthat may provide value for an end-user/audience”- wikipedia

WHAT IS CONTENT?

WHAT IS CONTENT?“Content is king”

WHAT IS CONTENT?“Content is king”- all internet marketers

WHAT IS CONTENT?

WHAT IS CONTENT?Traditionally, content is seen as text:

WHAT IS CONTENT?Traditionally, content is seen as text: web pages

WHAT IS CONTENT?Traditionally, content is seen as text: web pages product listings

WHAT IS CONTENT?Traditionally, content is seen as text: web pages product listings blog posts

WHAT IS CONTENT?Traditionally, content is seen as text: web pages product listings blog posts press releases

WHAT IS CONTENT?

WHAT IS CONTENT? As well as:

WHAT IS CONTENT? As well as: white-papers

WHAT IS CONTENT? As well as: white-papers forum discussions

WHAT IS CONTENT? As well as: white-papers forum discussions advice articles

WHAT IS CONTENT? As well as: white-papers forum discussions advice articles user comments

WHAT IS CONTENT?

WHAT IS CONTENT? But content is also:

VIDEOS

IMAGES

DOWNLOADS

COMPETITIONS

WHY IS IT SO IMPORTANT?

WHY IS IT SO IMPORTANT?Without good content, you have don’t have much to offer

WHY IS IT SO IMPORTANT?Without good content, you have don’t have much to offer Your brand will struggle to stand out

WHY IS IT SO IMPORTANT?Without good content, you have don’t have much to offer Your brand will struggle to stand out You won’t ﬁnd many new fans and followers

WHY IS IT SO IMPORTANT?

WHY IS IT SO IMPORTANT? Social media is all about building relationships whilst sharing and discussing content

WHY IS IT SO IMPORTANT? Social media is all about building relationships whilst sharing and discussing contentYour brand can be at the centre of this

WHY IS IT SO IMPORTANT? Social media is all about building relationships whilst sharing and discussing contentYour brand can be at the centre of thisAttract new fans and build loyalty with existing ones

YOUR CONTENT STRATEGY

CONTENT STRATEGY

CONTENT STRATEGYWhether you like it or not, you are a web publisher

CONTENT STRATEGYWhether you like it or not, you are a web publisherEither control and manage your content

CONTENT STRATEGYWhether you like it or not, you are a web publisherEither control and manage your content Or leave it up to fate

CONTENT STRATEGY

CONTENT STRATEGY Do you have one?

CONTENT STRATEGY Do you have one? Ask yourself...

YOUR WEBSITE

YOUR WEBSITEWhy does your website exist?

YOUR WEBSITEWhy does your website exist?What do you want to accomplish?

YOUR WEBSITEWhy does your website exist?What do you want to accomplish? How do you deﬁne success?

YOUR WEBSITEWhy does your website exist?What do you want to accomplish? How do you deﬁne success? Always keep this in mind

YOUR ORGANISATION

YOUR ORGANISATIONCan you produce good content?

YOUR ORGANISATIONCan you produce good content?Do you have the resources to create stories/videos/images/etc?

YOUR ORGANISATIONCan you produce good content?Do you have the resources to create stories/videos/images/etc? Do you have buy-in from all departments?

YOUR VISITORS

YOUR VISITORSWho is the content aimed at?

YOUR VISITORSWho is the content aimed at? Who is your target market?

YOUR VISITORSWho is the content aimed at? Who is your target market?What do they ﬁnd interesting?

YOUR VISITORSWho is the content aimed at? Who is your target market?What do they ﬁnd interesting?What questions do they have?

YOUR VISITORS Who is the content aimed at? Who is your target market? What do they ﬁnd interesting? What questions do they have?How do they get value from your site?

YOUR VISITORS

YOUR VISITORSWhat motivates your audience?

YOUR VISITORSWhat motivates your audience? What inspires them?

YOUR VISITORSWhat motivates your audience? What inspires them? What are their interests?

YOUR VISITORS What motivates your audience? What inspires them? What are their interests?Do competing sites take care of these?

YOUR VISITORS

YOUR VISITORSWhat de-motivates my audience?

YOUR VISITORSWhat de-motivates my audience? What are they worried about?

YOUR VISITORSWhat de-motivates my audience? What are they worried about? What problems do they have?

YOUR VISITORS What de-motivates my audience? What are they worried about? What problems do they have?Do competing sites take care of these?

FINDING THE NEED

FINDING THE NEEDResearch what people are already looking for:

FINDING THE NEEDResearch what people are already looking for: Q&A sites

FINDING THE NEEDResearch what people are already looking for: Q&A sites Blogs

FINDING THE NEEDResearch what people are already looking for: Q&A sites Blogs Discussions

RECYCLING CONTENT

RECYCLING CONTENT Use existing content

RECYCLING CONTENT Use existing contentCan ofﬂine content be brought online?

RECYCLING CONTENT Use existing contentCan ofﬂine content be brought online? Re-package and re-distribute failed campaigns

USING SOCIAL MEDIA

SOCIAL MEDIA

SOCIAL MEDIA“First you have to have greatcontent...then you need to tell peopleabout it”

SOCIAL MEDIA“First you have to have greatcontent...then you need to tell peopleabout it”-Matt Cutts, Head of Webspam atGoogle

BLOGGING

BLOGGINGSocial media starts at home - blog before anything else

BLOGGING Social media starts at home - blog before anything elseWrite about industry & company news, create advice articles

BLOGGING Social media starts at home - blog before anything elseWrite about industry & company news, create advice articles Be informative, controversial, funny

BLOGGING

BLOGGINGUsers will trust you more and see you as an authority

BLOGGINGUsers will trust you more and see you as an authority It will be easier to attract and retain visitors

BLOGGINGUsers will trust you more and see you as an authority It will be easier to attract and retain visitorsPeople will distribute your messages

DOMINATE YOUR NICHE

DOMINATE YOUR NICHESocial media isn’t just about the big sites (Facebook, Twitter, etc)

DOMINATE YOUR NICHESocial media isn’t just about the big sites (Facebook, Twitter, etc)Look for smaller, niche communities

DOMINATE YOUR NICHESocial media isn’t just about the big sites (Facebook, Twitter, etc)Look for smaller, niche communitiesIndustry blogs, forums & news sites

SOCIAL PROMOTION

SOCIAL PROMOTIONViral rarely happens by accident - promote everything

SOCIAL PROMOTION Viral rarely happens by accident - promote everythingCross pollinate - different people use different sites

SOCIAL PROMOTION Viral rarely happens by accident - promote everythingCross pollinate - different people use different sites Be consistent

SOCIAL PROMOTION

SOCIAL PROMOTIONFind other blogs that can carry a guest blog post or you can comment on

HOW IT FITS TOGETHER

HOW IT FITS TOGETHER You have a new attraction

HOW IT FITS TOGETHER You have a new attractionRather than just write about it on your site, your strategy could look like...

Keyword-rich webpage

Keyword-rich webpage 

Keyword-rich webpage  Press release

Keyword-rich webpage  Press release 

Keyword-rich webpage  Press release Keyword-rich blog post (on-site)

Keyword-rich webpage  Press release Keyword-rich blog post (on-site) 

Keyword-rich webpage  Press release  Keyword-rich blog post (on-site) Tweet about web page and blog post

Keyword-rich webpage  Press release  Keyword-rich blog post (on-site) Tweet about web page and blog post 

Keyword-rich webpage  Press release  Keyword-rich blog post (on-site) Tweet about web page and blog post  Promotional blog posts (off-site)

Keyword-rich webpage  Press release  Keyword-rich blog post (on-site) Tweet about web page and blog post  Promotional blog posts (off-site) 

Keyword-rich webpage  Press release  Keyword-rich blog post (on-site) Tweet about web page and blog post  Promotional blog posts (off-site)  Email to customer list

Keyword-rich webpage  Press release  Keyword-rich blog post (on-site) Tweet about web page and blog post  Promotional blog posts (off-site)  Email to customer list 

Facebook page promotion

Facebook page promotion 

Facebook page promotion Behind the scenes video on YouTube

Facebook page promotion Behind the scenes video on YouTube 

Facebook page promotion Behind the scenes video on YouTube  Behind the scenes photos on Flickr

Facebook page promotion Behind the scenes video on YouTube  Behind the scenes photos on Flickr 

Facebook page promotion Behind the scenes video on YouTube  Behind the scenes photos on Flickr  Tweet about the video & images

Facebook page promotion Behind the scenes video on YouTube  Behind the scenes photos on Flickr  Tweet about the video & images 

Facebook page promotion Behind the scenes video on YouTube  Behind the scenes photos on Flickr  Tweet about the video & images  Answer questions on blogs

Facebook page promotion Behind the scenes video on YouTube  Behind the scenes photos on Flickr  Tweet about the video & images  Answer questions on blogs 

Facebook page promotion Behind the scenes video on YouTube  Behind the scenes photos on Flickr  Tweet about the video & images  Answer questions on blogs  Join discussions on forums

BROOKLYN MUSEUM

BROOKLYN MUSEUM Brooklyn Museum uses behind-the-scenes content to draw in visitors and then encourages them to add to it

BROOKLYN MUSEUM Brooklyn Museum uses behind-the-scenes content to draw in visitors and then encourages them to add to it “We want to engage with our community”

SEO BENEFITS

SEO“Provide unique and relevant contentthat gives users a reason to visit yoursite...create a useful, information richsite”

SEO“Provide unique and relevant contentthat gives users a reason to visit yoursite...create a useful, information richsite”- Google

SEOGoogle is constantly looking for content to show to users

SEOGoogle is constantly looking for content to show to users Creating content isn’t enough

SEOGoogle is constantly looking for content to show to users Creating content isn’t enoughYou need to optimise it, so it shows in the right search results

SEOBlogging allows you to quickly create keyword rich content

SEOBlogging allows you to quickly create keyword rich contentFresh content keeps Google returning

SEO Blogging allows you to quickly create keyword rich content Fresh content keeps Google returningComments increase your ‘long-tail’ reach

SEO“Highly speciﬁc multi-word phrases tendto be far easier to rank for than themore generic single or double keywordphrases”

SEO“Highly speciﬁc multi-word phrases tendto be far easier to rank for than themore generic single or double keywordphrases”- Wordtracker

KEYWORD RESEARCH

KEYWORD RESEARCHFind ‘long-tail’ opportunities in your area

KEYWORD RESEARCHFind ‘long-tail’ opportunities in your area Use the Google Keyword Tool

KEYWORD RESEARCHFind ‘long-tail’ opportunities in your area Use the Google Keyword Tool and your Analytics data

LINK-BAIT

LINK-BAITIn-bound links are critical to high search engine rankings

LINK-BAITIn-bound links are critical to high search engine rankings Great content generates its own links

LINK-BAITIn-bound links are critical to high search engine rankings Great content generates its own links Contextual links more likely

SEO & SOCIAL

SEO & SOCIAL“Social metrics are well correlated withhigher rankings”

SEO & SOCIAL“Social metrics are well correlated withhigher rankings”- Rand Fishkin, SEOmoz

SEO & SOCIAL

SEO & SOCIALSites like Facebook and Twitter are inﬂuencing SEO

SEO & SOCIAL Sites like Facebook and Twitter are inﬂuencing SEORe-tweets, Likes, shares and +1’s are pushing sites up the results

SEO & SOCIAL Sites like Facebook and Twitter are inﬂuencing SEORe-tweets, Likes, shares and +1’s are pushing sites up the results Search & Social are combined

USER GENERATED CONTENT

DON’T FORGET UGC

DON’T FORGET UGCUser Generated Content is important

DON’T FORGET UGCUser Generated Content is importantNo cost, but good for SEO and Social

DON’T FORGET UGCUser Generated Content is importantNo cost, but good for SEO and SocialHow are you developing UGC on your web properties?

ENCOURAGE UGC

ENCOURAGE UGC Reviews

ENCOURAGE UGC Reviews Check-ins

ENCOURAGE UGC Reviews Check-ins Image uploads

ENCOURAGE UGC Reviews Check-ins Image uploads Competitions

ENCOURAGE UGC Reviews Check-ins Image uploads Competitions Forum posts

ENCOURAGE UGC Reviews Check-ins Image uploads Competitions Forum posts Blog comments

YOU NEED TO

YOU NEED TOFind out what your market is interested in

YOU NEED TOFind out what your market is interested in Create content that answers their questions

YOU NEED TOFind out what your market is interested in Create content that answers their questions Make text-based content keyword rich

YOU NEED TO

YOU NEED TOPlan how to distribute your content

YOU NEED TO Plan how to distribute your contentEngage in discussions and link back to your content

YOU NEED TO Plan how to distribute your contentEngage in discussions and link back to your contentTry to get visitors to add to your content

ANY QUESTIONS?

ANY QUESTIONS? Visit: LibertyMarketing.co.uk Connect:uk.LinkedIn.com/in/MrGarethMorgan Follow: @LibertySEOs

Content Strategy: How to Become the Industry Authority Online

by Liberty: Online Marketing Agency on Nov 11, 2011

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Content Strategy: How to Become the Industry Authority Online — Presentation Transcript