0
Blogging, Web ContentDesignated EditorSpeaking Series                    & Optimizing                    What Do I Get?   ...
suzanne’s experience              Social Media              Strategies professor  6 years                            Page ...
www.designatededitor.com   3
Paid media vs. owned media                   www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor                     ...
www.designatededitor.com   5
Challenges we’ll address How to boost brand awareness & loyalty? How to discover influencers? Which tools & platforms are ...
Google and Bing/Yahoo! serve& protect their best interests           http://www.ukresistance.co.uk/pics4/jade_raymond_and_...
Search engines craveAs any blogger or affiliate marketer will tell you           If no one is using search engines        ...
While                    &           may be all-powerful@Sue_DesigEditor                 www.designatededitor.com   9
They still have to contend with @Sue_DesigEditorhttp://www.buydarthvadercostume.net/wp-content/uploads/2010/08/darth-vader...
… oops I mean      http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg@Sue_DesigEditor                 ...
@Sue_DesigEditor   www.designatededitor.com   12
Links       Keywords            Content                   SEO@Sue_DesigEditor              www.designatededitor.com   13
Quality                      content        Optimizes                                    Interests humans       social gra...
Who is your audience?  Who might be your best advocates?  What are their defining characteristics?  What are they looking ...
Target                   Desired       audience                    info                             Usability@Sue_DesigEdi...
Where does content live?                   Social                   Media                    Blog                   Email ...
4 stages to effectivenessStage 1 Your websiteStage 2 Your blog & emailStage 3 Platforms & tools integrationStage 4 Optimiz...
Stage 1 Your website@Sue_DesigEditor       www.designatededitor.com   19
How to fully maximize your content @Sue_DesigEditor                    www.designatededitor.com   20
WordPress is free & versatile@Sue_DesigEditor                www.designatededitor.com   21
who is your audience?@Sue_DesigEditor        www.designatededitor.com   22
4 steps to content planningStep 1 Your audience & keywordsStep 2 Find & leverage the right toolsStep 3 Integrate social me...
Keywords: Your prospects’ vocabulary @Sue_DesigEditor           www.designatededitor.com   24
Keywords: Google Trends@Sue_DesigEditor          www.designatededitor.com   25
Keywords: Include in Titles and Descriptions  @Sue_DesigEditor                  www.designatededitor.com   26
Editorial                   calendar                   Quality                   content                   tactics        ...
Editorial calendars @Sue_DesigEditor     www.designatededitor.com   28
Stage 2 Blog & emailGoogle & search engines <3 fresh contentActivate keywords & make multimediaOffers a glimpse inside you...
Blogs cited as least expensive                           www.designatededitor.com   30
Multimedia blog @Sue_DesigEditor   www.designatededitor.com   31
email          http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor         ...
Influencer-finder toolswho is your audience?@Sue_DesigEditor          www.designatededitor.com   33
@Sue_DesigEditor   www.designatededitor.com   34
who is your audience?@Sue_DesigEditor        www.designatededitor.com   35
Earnedmediaplacementtool  @Sue_DesigEditor   www.designatededitor.com   36
Other influencer tools@Sue_DesigEditor         www.designatededitor.com   37
Stage 3 Integrate social mediaClaim social profilesDetermine most relevant social channelsMonitor, engage & integrateUnder...
Google                    Alerts                              Twitter     Facebook       Polls       Social     Trends    ...
Tools to drive blogs & content@Sue_DesigEditor                 www.designatededitor.com   40
Integrate appropriate social media channels                                 Bruno Maia, IconTexto                         ...
@Sue_DesigEditor   www.designatededitor.com   42
@Sue_DesigEditor   www.designatededitor.com   43
Show your brand or curate others’  @Sue_DesigEditor         www.designatededitor.com   44
who is your audience?@Sue_DesigEditor        www.designatededitor.com   45
who is your audience?@Sue_DesigEditor        www.designatededitor.com   46
who is your audience?@Sue_DesigEditor        www.designatededitor.com   47
Stage 4 Social media optimization & metricsBe more efficientBe more effectiveOptimize for performanceCalculate your ROI@Su...
Maximize Your ROIStep 1 Business development       Identify your best growth areasStep 2 Keyword research       What vocab...
@Sue_DesigEditor   www.designatededitor.com   50
who is your audience?@Sue_DesigEditor        www.designatededitor.com   51
Stage 4 How are we doing?@Sue_DesigEditor        www.designatededitor.com   52
Facebook InsightsEngagement	  &	  Relevance	                                     www.designatededitor.com   53
Google Analytics: now + social@Sue_DesigEditor          www.designatededitor.com   54
who is your audience?@Sue_DesigEditor        www.designatededitor.com   55
Benefits of web content planning   Boost awareness & loyalty   Longer-lasting vs. paid media   Understand & relate to c...
In-person engagement                       www.designatededitor.com   57
Blogging, Web ContentDesignated Editor   & OptimizingSpeaking Series                    What Do I Get?                    ...
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Blogging, Web Content & Optimizing Suzanne McDonald

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Suzanne McDonald, President and Chief Content & Social Strategist of Designated Editor, explains how blogging, web content, and optimizing can benefit hospitality businesses. This presentation focuses on FREE resources and tactics to generate content and boost your visibility in Google and other Search Engines.

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Transcript of "Blogging, Web Content & Optimizing Suzanne McDonald"

  1. 1. Blogging, Web ContentDesignated EditorSpeaking Series & Optimizing What Do I Get? Rhode Island Hospitality Association Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
  2. 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
  3. 3. www.designatededitor.com 3
  4. 4. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 4
  5. 5. www.designatededitor.com 5
  6. 6. Challenges we’ll address How to boost brand awareness & loyalty? How to discover influencers? Which tools & platforms are worth using? How to measure and boost ROI? How to integrate across platforms?@Sue_DesigEditor www.designatededitor.com 6
  7. 7. Google and Bing/Yahoo! serve& protect their best interests http://www.ukresistance.co.uk/pics4/jade_raymond_and_team.jpg@Sue_DesigEditor www.designatededitor.com 7
  8. 8. Search engines craveAs any blogger or affiliate marketer will tell you If no one is using search engines If no one clicks, then You won’t generate any income @Sue_DesigEditor www.designatededitor.com 8
  9. 9. While & may be all-powerful@Sue_DesigEditor www.designatededitor.com 9
  10. 10. They still have to contend with @Sue_DesigEditorhttp://www.buydarthvadercostume.net/wp-content/uploads/2010/08/darth-vader-costume-300x300.jpg 10 www.designatededitor.com
  11. 11. … oops I mean http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg@Sue_DesigEditor www.designatededitor.com 11
  12. 12. @Sue_DesigEditor www.designatededitor.com 12
  13. 13. Links Keywords Content SEO@Sue_DesigEditor www.designatededitor.com 13
  14. 14. Quality content Optimizes Interests humans social graph Integrates SEO@Sue_DesigEditor www.designatededitor.com 14
  15. 15. Who is your audience? Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary? www.designatededitor.com 15
  16. 16. Target Desired audience info Usability@Sue_DesigEditor Visitors 16 www.designatededitor.com
  17. 17. Where does content live? Social Media Blog Email Website@Sue_DesigEditor www.designatededitor.com 17
  18. 18. 4 stages to effectivenessStage 1 Your websiteStage 2 Your blog & emailStage 3 Platforms & tools integrationStage 4 Optimizing your platforms & metrics@Sue_DesigEditor www.designatededitor.com 18
  19. 19. Stage 1 Your website@Sue_DesigEditor www.designatededitor.com 19
  20. 20. How to fully maximize your content @Sue_DesigEditor www.designatededitor.com 20
  21. 21. WordPress is free & versatile@Sue_DesigEditor www.designatededitor.com 21
  22. 22. who is your audience?@Sue_DesigEditor www.designatededitor.com 22
  23. 23. 4 steps to content planningStep 1 Your audience & keywordsStep 2 Find & leverage the right toolsStep 3 Integrate social media channelsStep 4 Optimization & metrics@Sue_DesigEditor www.designatededitor.com 23
  24. 24. Keywords: Your prospects’ vocabulary @Sue_DesigEditor www.designatededitor.com 24
  25. 25. Keywords: Google Trends@Sue_DesigEditor www.designatededitor.com 25
  26. 26. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 26
  27. 27. Editorial calendar Quality content tactics Tease News threads package@Sue_DesigEditor www.designatededitor.com 27
  28. 28. Editorial calendars @Sue_DesigEditor www.designatededitor.com 28
  29. 29. Stage 2 Blog & emailGoogle & search engines <3 fresh contentActivate keywords & make multimediaOffers a glimpse inside your brandEnable and moderate commentsLeverage blog posts to feed email@Sue_DesigEditor www.designatededitor.com 29
  30. 30. Blogs cited as least expensive www.designatededitor.com 30
  31. 31. Multimedia blog @Sue_DesigEditor www.designatededitor.com 31
  32. 32. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor www.designatededitor.com 32
  33. 33. Influencer-finder toolswho is your audience?@Sue_DesigEditor www.designatededitor.com 33
  34. 34. @Sue_DesigEditor www.designatededitor.com 34
  35. 35. who is your audience?@Sue_DesigEditor www.designatededitor.com 35
  36. 36. Earnedmediaplacementtool @Sue_DesigEditor www.designatededitor.com 36
  37. 37. Other influencer tools@Sue_DesigEditor www.designatededitor.com 37
  38. 38. Stage 3 Integrate social mediaClaim social profilesDetermine most relevant social channelsMonitor, engage & integrateUnderstand sentiment analysisWeave your content across platforms@Sue_DesigEditor www.designatededitor.com 38
  39. 39. Google Alerts Twitter Facebook Polls Social Trends LinkedIn Answers@Sue_DesigEditor www.designatededitor.com 39
  40. 40. Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 40
  41. 41. Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 41
  42. 42. @Sue_DesigEditor www.designatededitor.com 42
  43. 43. @Sue_DesigEditor www.designatededitor.com 43
  44. 44. Show your brand or curate others’ @Sue_DesigEditor www.designatededitor.com 44
  45. 45. who is your audience?@Sue_DesigEditor www.designatededitor.com 45
  46. 46. who is your audience?@Sue_DesigEditor www.designatededitor.com 46
  47. 47. who is your audience?@Sue_DesigEditor www.designatededitor.com 47
  48. 48. Stage 4 Social media optimization & metricsBe more efficientBe more effectiveOptimize for performanceCalculate your ROI@Sue_DesigEditor www.designatededitor.com 48
  49. 49. Maximize Your ROIStep 1 Business development Identify your best growth areasStep 2 Keyword research What vocabulary are people using?Step 3 Build topics Discuss topics that best serve your growth markets & use keywords@Sue_DesigEditor www.designatededitor.com 49
  50. 50. @Sue_DesigEditor www.designatededitor.com 50
  51. 51. who is your audience?@Sue_DesigEditor www.designatededitor.com 51
  52. 52. Stage 4 How are we doing?@Sue_DesigEditor www.designatededitor.com 52
  53. 53. Facebook InsightsEngagement  &  Relevance   www.designatededitor.com 53
  54. 54. Google Analytics: now + social@Sue_DesigEditor www.designatededitor.com 54
  55. 55. who is your audience?@Sue_DesigEditor www.designatededitor.com 55
  56. 56. Benefits of web content planning   Boost awareness & loyalty   Longer-lasting vs. paid media   Understand & relate to customers   Now you’ll know what’s working   Reduced customer service costs   Efficient & effectively find influencers@Sue_DesigEditor www.designatededitor.com 56
  57. 57. In-person engagement www.designatededitor.com 57
  58. 58. Blogging, Web ContentDesignated Editor & OptimizingSpeaking Series What Do I Get? Rhode Island Hospitality Association Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
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