Blogging, Web Content & Optimizing Suzanne McDonald
Upcoming SlideShare
Loading in...5
×
 

Blogging, Web Content & Optimizing Suzanne McDonald

on

  • 759 views

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 ...

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.

Statistics

Views

Total Views
759
Views on SlideShare
384
Embed Views
375

Actions

Likes
0
Downloads
0
Comments
0

3 Embeds 375

http://www.designatededitor.com 371
http://localhost 3
http://translate.googleusercontent.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-ShareAlike LicenseCC Attribution-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Blogging, Web Content & Optimizing Suzanne McDonald Blogging, Web Content & Optimizing Suzanne McDonald Presentation Transcript

  • Blogging, Web ContentDesignated EditorSpeaking Series & Optimizing What Do I Get? Rhode Island Hospitality Association Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
  • suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
  • www.designatededitor.com 3
  • Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 4
  • www.designatededitor.com 5
  • 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
  • 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
  • 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
  • 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-costume-300x300.jpg 10 www.designatededitor.com
  • … oops I mean http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg@Sue_DesigEditor www.designatededitor.com 11
  • @Sue_DesigEditor www.designatededitor.com 12
  • Links Keywords Content SEO@Sue_DesigEditor www.designatededitor.com 13
  • Quality content Optimizes Interests humans social graph Integrates SEO@Sue_DesigEditor www.designatededitor.com 14
  • 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
  • Target Desired audience info Usability@Sue_DesigEditor Visitors 16 www.designatededitor.com
  • Where does content live? Social Media Blog Email Website@Sue_DesigEditor www.designatededitor.com 17
  • 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
  • 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 media channelsStep 4 Optimization & metrics@Sue_DesigEditor www.designatededitor.com 23
  • 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 Tease News threads package@Sue_DesigEditor www.designatededitor.com 27
  • Editorial calendars @Sue_DesigEditor www.designatededitor.com 28
  • 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
  • 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 www.designatededitor.com 32
  • 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 & integrateUnderstand sentiment analysisWeave your content across platforms@Sue_DesigEditor www.designatededitor.com 38
  • Google Alerts Twitter Facebook Polls Social Trends LinkedIn Answers@Sue_DesigEditor www.designatededitor.com 39
  • Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 40
  • Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 41
  • @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@Sue_DesigEditor www.designatededitor.com 48
  • 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
  • @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 customers   Now you’ll know what’s working   Reduced customer service costs   Efficient & effectively find influencers@Sue_DesigEditor www.designatededitor.com 56
  • In-person engagement www.designatededitor.com 57
  • 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