Wordcamp Edmonton - Slides

Strategies, Tips, & Tricks:Content Creation & Blog Marketing

About Me• Nick Coe (@nick_coe) • Marketing & Advertising • Traditional & Digital

Bigger Picture Average person online 60 hours/month 94 domains, 3K webpages 25 hours viewing content

Your Visitors… Thus, your content must… 1. Show Benefit ASAP (Content Strategy) 2. Be Accessible (Marketing Strategy)

How?• Think of your blog as a cupcake… Passion Areas Shared Topics Related Topics Main Subject

Starting Point - Research • Topics – Far & Wide • Social Sites • Relevant forumsTip: “Google Keywords” • High Volume • Low Competition • Keywords – Go NicheTip: “SEO Moz Keyword • Search EnginesDifficulty Tool” • SocialTip: Twitter • Search hashtags • Intuition

Basic Structure General Featured Image Headline Intro Body Conclusion Specific

Structure With Style • Old marketing principle • A.I.D.A.Attention: grab the reader’s attention! Interest: quickly address benefits Desire: confirm their interest Action: show them what to do next

More Tips• Don’t sell, teach• Make it digestible• “Would I read (and share) it?”

Content Summary • Headline + Featured Image  Attention • Tip: Check DIGG headlines & test, test, test… • Featured Image + First sentence  Interest • Tip: Keywords to the front, thumbnail + excerpt • Body  Desire • Tip: KISS, be concise, use lists • Post-Body  Action • Tip: “Social Sharing” & “Related Posts” plugins

Spreading the word • “Build and they will come?” • If content is king, design is queen, then…

“…Context is GOD” – Gary V. • Not what you deliver, but how • Engagement • Listening • People don’t care about you… • But they care what others say • Friends, family • Influencers, thought leaders

Marketing• Outbound Marketing • Inbound Marketing • Interruption • Attraction (Accessibility!) • Advertising • Search, Social • Telemarketers VS. • Email, Other Tip: hubspot.com/marketing-resources

Inbound Marketing Source: seomoz.org

Inbound Marketing • SEO • Quality, not Quantity • Eye on traffic – Google Analytics • Plugin Tip – “SEO Pack” • Social • Produce “pointable” content • Engage, listen, optimize • Plugin Tip: “WP To Twitter”, “Wordbooker”

Inbound Marketing • Email • Most valuable online, social property • Plugin Tip: “WP Autoresponder & Newsletter” • Mailchimp • Other - “Sweat Marketing” • Guest blogging (yours + others) • Plugin Tip: “User Capabilities” • Comment marketing, forums • Infographics, Video, eBooks

Resources• Content • Copyblogger • Problogger • Quora thread – “What are good books and blogs for learning copywriting?”• Marketing • Hubspot • Duct Tape Marketing • SEOMoz

Thanks! Thanks! Any Questions?

Wordcamp Edmonton - Slides

by Nick Coe

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