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Content Strategy: How to Become the Industry Authority Online
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Content Strategy: How to Become the Industry Authority Online

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Good content is needed for effective SEO and social media campaigns, but it is often overlooked or unsupported. With great content you can become the industry authority and this presentation focusses ...

Good content is needed for effective SEO and social media campaigns, but it is often overlooked or unsupported. With great content you can become the industry authority and this presentation focusses on how to make that happen.

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

  • 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?
  • 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
  • AUDIO
  • DOWNLOADS
  • GAMES
  • 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
  • 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
  • SEO
  • 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
  • SEO
  • 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
  • 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
  • SO...
  • 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