Find out practical tips and best practices for producing great content online. This is from Sarah Evans' talk at Social Fresh West in San Diego 2013.

1. Sarah Evans
FAVES + CO. !
Sevans Strategy!
sarahsfav.es

2. -(How Clients Buy: The Benchmark Report On Professional Services Marketing
And Selling From The Client Perspective)!
62% of buyers of
professional
services claimed
they would be
“Very” or
“Somewhat” likely
to learn more about
a potential service
provider through an
industry website
article or story!

3. GREAT
CONTENT
• People remember it!
• Involves an emotional connection!
• Relatable!
• Written, visual and audio!
Share, care or swear! !

4. WHAT DOES GREAT
CONTENT LOOK LIKE?
• Read more than the
headline or watch more than
3 seconds of your video (!
• Share on more than one
social network!
• Email or text it to a friend or
family member!
• Trends online (e.g. front
page of Reddit)!
• Stands the test of time!
Your readers will tell you.!
• 80% of people will
read your
headlines.
• But only 20% of
those people will
read the rest of
your content!
KISSmetrics
CHECKLIST: trustworthy, credible, interactive, actionable,
emotional, unique or relevant.

5. YOU THINK LOOKING THIS
GOOD JUST HAPPENS?
• Editor
• Creative Director
• Copy Editor
• Photographer and
Videographer
• Senior Writers
• Monitoring and analytics
Great writers who “get people,” understand your industry
and know how to create for the web and mobile.!

6. TREAT GREAT CONTENT WITH
THE REVERENCE IT DESERVES
And, no not everything is great.

7. DEFINE
YOUR
STYLE
• Headline: optimized for search, compelling, no more than 100
characters (approximately two sentences)!
• Teaser / subhead / lead / nut graph: optimized for search, link
to access main story content, bold key words and phrases!
• Front page photo: square image, cropped, re-sized
appropriately: .JPG, .png or .GIF!
• Full article main photo: 600 x 600, center!

8. LOOKS FREAKING
GREAT

9. TRENDING NOW! FUN AT
THE CABLE SHOW
• National Cable Show
2013!
• Cox Communications
Digital Correspondent!
• No news
announcement!
• #3 trending topic on
Twitter!
Giveaway, Twitter chat, pre-recorded daily recap and
announcement videos, live blog, tweet, Facebook!

10. LICENSINGEXPO2013
2013 Licensing Expo More than 19.5M online impressions over 2 days
(Twitter, Instagram, Facebook, YouTube, Vine, Blogs and RebelMouse)!

11. TIP: GREATNESS CHECKLIST
ON YOUR ED CAL
Check out Evernote, GatherContent or
DivvyHQ—or a Wordpress plug-in.!

12. 5 to 10 posts per day, plus email,
plus social shares !
1/3 of each  Curate. Aggregate. Original.!

13. QUOTES, QUESTIONS &
QUIPS

14. Shared on Reddit where it reached the front page,
more than 11K upvotes and inspiring others to
share stories about their lost and found phones!
http://instagram.com/p/c2VwmHpkgp/!

15. HELP A NEW PARENT OUT!

16. THE PINTRISTIFICATION &
INSTAGRAMIZATION OF CONTENT
If you like it, then you should have put
a filter on it. #greatcontent!
EVERY SINGLE POST NEEDS A PIN-WORTHY PHOTO

17. Photos on
Facebook
Generate 53%
More Likes Than
the Average
Post
HubSpot,
2012
And, let’s face it, animated GIFs are
pretty much gold on Tumblr.!

18. 7 APPS FOR CREATING GREAT
VISUALS FROM YOUR PHONE
1. Phonto !
2. Over!
3. News Booth!
4. Whims!
5. Phoster!
6. VSCOcam!
7. Screenshot!
*iOS recommendations!

19. GREAT WRITTEN CONTENT GIVES
PEOPLE MORE W/O MAKING THEM ASK
• A winning
combination:
anecdotal, facts and
stats, prescriptive to-
dos!
• Recommends other
content you’ve created!
• Links to important site
tags within the article
(e.g. umbrellas)!
There are plug ins for Wordpress that will generate “related articles,” but
also take the time to reference links in post and do curation “by hand.”!

20. GREAT CONTENT SOMETIMES
NEEDS A LITTLE SEEDING
(get by with a little help from your friends)
Tweeting cuts indexation time by 50% and reduces the
time it takes Googlebot to find your content from 2 hours
to :02 seconds!
WhiteFire, an SEO Company

21. LET IT BREAK ALL THOSE
D@MN RULES
“According to Alexa, Reddit generates more traffic
than The New York Times, Fox News and Skype,
with approximately 70 million unique visitors a month
and around five billion page views.” !
-Jay Caspian King, New York Times!

22. SOMETIMES. IT.
JUST. HAPPENS.
Are you ready?!
These Social
Fresh peeps
are wack!

23. • IFTTT!
• Buffer!
• Pinerly!
• Evernote!
• Do Share!
Use workhacks to optimize output and
automate, where appropriate

24. I love to work with
great brands!
Email prsarahevans@gmail.com or tweet
@Prsarahevans me. !
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