Content Marketing with Social Media with Jordan Kasteler


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Jordan Kasteler, of Vizion Interactive, speaks to the Kansas City Search Engine Marketing Association on Content Marketing and Social Promotion.

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  • Make a valuable resource (lists, special reports, history of, how to, etc.) Interview (e-mail/phone) prominent people and publish it. Build a useful tool Write an interesting article Run a newsworthy ‘event’ such as a contest Test something new that has not been done before Be the first in doing something on the internet Write something controversial Be the first to write the latest news in your niche Be the first to expose a scammer Disagree with an authority Write some funny humor Make an interesting picture Be the first to research and document something Make a theme, plugin or piece of software Make a tool that others can put on their sites but that links to you Make a joke about a known person Make a resource that is just in time for a major event Write an outrageous theory and back it up with logics Write useful comments on something that is happening Give something valuable for free Coin a new acronym in your niche and get people to talk about it Become an expert in your niche and write valuable information
  • Content Marketing with Social Media with Jordan Kasteler

    2. 2. CONTENT MARKETING @JordanKasteler
    3. 3. CONTENT CREATION @JordanKasteler
    4. 4. CONTENT DEFINITIONViral/Social/Linkbait Content: • Content that is too interesting NOT to read • Makes people feel something • Provides for effortless transfer to others • Makes other want to share @JordanKasteler
    5. 5. CONTENT DEFINITION @JordanKasteler
    6. 6. CONTENT DEFINITIONForms of Media: @JordanKasteler •Lists •News •Rants •Interviews •Parodies •Satire •Predictions •Comparisons •Polls •Surveys •Resources •How-to Guides •Articles •Infographics •Widgets •Quizzes •Videos •etc Types of Content:
    7. 7. BENEFITS @JordanKasteler TRAFFIC: • Ad Revenue VISIBILITY: • Branding / Buzz • Links / Social Shares o Search Rankings (SEO) o Leads / Sales STICKINIESS: • Subscribers (newsletters / email / RSS) • Return Visitors
    8. 8. LEVELS OF TRAFFIC @JordanKasteler 1) SOCIAL: • High Traffic #s • High Bounce Rate • Low Time on Site/Page • Low Conversion 2) LINK: • More Relevant Traffic 3) SEARCH: • Highly Relevant Traffic • High Conversion
    9. 9. SEO BENEFIT @JordanKasteler “A rising tide raises all boats”
    10. 10. CASE STUDY @JordanKasteler TITLE: Amazing Photos: Big Results fromCompact Cameras VISITS: 200k+ LINKS: ~200 (MSNBC, Live Scie nce ) KEYWORDRANKINGS: •Compact Cameras •Amazing Photos from Compact Cameras •Compact Camera Photos •Compact Camera Results
    11. 11. TARGET AUDIENCE @JordanKasteler •Who do you want to relate to? •Why would they care? •What would make them likely to spread your idea?
    12. 12. TARGET AUDIENCE @JordanKasteler
    13. 13. CONTENT ANGLE @JordanKasteler
    14. 14. CONTENT CREATION PLAN @JordanKasteler 1.Brainstorming 2.Research 3.Development 4.Publication 5.Promotion
    15. 15. 1) BRAINSTORMI NG @JordanKasteler
    16. 16. 1) BRAINSTORMI NG (CONT’D) @JordanKasteler Use action words – verbs! Verbs encourage readership and guides them.  You can use words like: •Discover •Find •Get •Learn •Join •See •Read •Etc
    17. 17. 1) BRAINSTORMI NG (CONT’D) @JordanKasteler • Create Curiosity • Tap into emotions (worry, fear, frustration, anger, etc) • Set expectations (WIIFM?) • Tip: Fear of loss is a greater motivator than desire to gain! That means people are more often motivated by missing out on something than they are by the thought of gaining that same thing.
    18. 18. 2) RESEARCH @JordanKasteler • Is the subject relevant, interesting, and timely? • Find additional information to aid your content. Verify sources. • Has it been done before? • If so, what value can you add, revise, etc?
    19. 19. 3) DEVELOPMEN T @JordanKasteler 1.Copy 2.Structure 3.Style 4.Layout
    20. 20. 3) DEVELOPMEN T(CONT’D) @JordanKasteler COPY LENGTH: •Break up your content into sections to make long content seem shorter. •Explain each key idea or section as succinctly as possible while also being thorough. •Make every sentence count.  News: 300-500 words Insightful Article: 750-1,000 words Evergreen Resource: As long as it needs to be fully comprehensive
    21. 21. 3) DEVELOPMEN T(CONT’D) @JordanKasteler
    22. 22. 3) DEVELOPMEN T(CONT’D) @JordanKasteler STYLE: •Break up content visually •Create a visual hierarchy •Make it skimmable  Headers  Whitespace  Consistency  Bulleted/Numbered Lists
    23. 23. 3) DEVELOPMEN T(CONT’D) @JordanKasteler SUPPORTIVE MEDIA: •Vivid imagery •Screenshots •Videos •Links
    24. 24. 4) PUBLICATION @JordanKasteler USABILITY: •Easy to link •Easy to share • Don’t use link code to link somewhere irrelevant or unintended by endorser • Don’t use off-topic, irrelevant, or spammy keywords in link code • Nofollow?
    25. 25. 4) PUBLICATION (CONT’D) @JordanKasteler SOCIAL SHARING BUTTONS: •Make it easy! •Narrow options. •Make relevant.
    26. 26. INFOGRAPHIC S @JordanKasteler Types: •Charts •Maps •Diagrams •Timelines Format: •Static •Animated •Interactive
    27. 27. INFOGRAPHIC S @JordanKasteler
    28. 28. CONTENT PROMOTION Strategy: • Step 1 o asdf @JordanKasteler
    29. 29. SOCIAL MEDIA @JordanKasteler
    30. 30. SOCIAL MEDIA @JordanKasteler
    31. 31. SOCIAL MEDIA @JordanKasteler
    32. 32. TIMING @JordanKasteler
    33. 33. FACEBOOK TIMING @JordanKasteler
    34. 34. CONTENT PROMOTION #1 (and #6) Article: • The Social Search Revolution: 8 Social SEO Strategies To Start Using Right Now • 40,000+ unique pageviews o 2,000+ tweets o 700+ Likes o 550+ Google +1s o 1,350+ LinkedIn Shares @JordanKasteler
    35. 35. INTEGRATED PROMOTION @JordanKasteler • Like-Minded Communities • E.g. • Share on Google+ to “Public” and Send to relevant Circles. • Use “Post Activity” and “Ripples” to +1 others. • Share on LinkedIn Groups • Submit to: StumbleUpon, Delicious, Reddit • Follow up on Comments. • Thanks influencers for shares
    36. 36. INTEGRATED MEDIA @JordanKasteler Owned: • Hashtags • Tags • Scheduling (Social/Email) Earned: • Share! Paid: • Social Ads • Search Ads • Paid Syndication (e.g. Outbrain)
    37. 37. SOCIAL MEDIA @JordanKasteler
    38. 38. OWNED MEDIA IN SERPS @JordanKasteler
    39. 39. GOOGLE AUTHORSHIP @JordanKasteler
    40. 40. SEO FOR SOCIAL MEIDAInternal Link Funneling: @JordanKasteler
    41. 41. RESOURCES @JordanKasteler Headline Formulas formulas.pdf Linkbait Ideas
    42. 42. THANK YOU! Jordan Kasteler @JordanKasteler