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 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
 		 Content - The Secret Recipe for Business Success
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Content - The Secret Recipe for Business Success

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Content - The Secret Recipe for Business Success …

Content - The Secret Recipe for Business Success

Join us as we cook up the ingredients of engaging content in this recipe for business success.

Kim Stiglitz, Content Marketing Director at VerticalResponse will share:
• Why content is important
• Where to get content ideas
• How to optimize your content for people and search engines so it gets found and read
• Real-life examples of businesses putting content to work

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  • Even though it’s been around for 100+ years, Content marketing has become more prevalent especially since social media has taken such a place in the world of marketing for businesses.Content Marketing is the art of producing and promoting useful and/or relevant content.Content marketing is the ability of a business to communicate effectively with existing and potential customers in a meaningful way. Content marketing drives trust in a brand and creates a connection. Having trust and feeling connected to a brand makes a customer more receptive to any subsequent marketing messages, making them more likely to react positively.Content is all that stuff (for lack of a better word) that you’ll create when marketing your small business. It can be something as simple as a photo you share on Facebook or something a little more advanced, like a blog post or article for your email newsletter.
  • People don’t know what to postYou’ve got a ton of content already to tell the worldMore and more people who want to do business with you also want to interact with you
  • So, if you’re feeling a bit stuck, uninspired and need a fresh take, try this…sit down with a friend or someone who doesn’t know much about your business and start telling them stories. Cut through the basics and tell them about:
  • This is one of our customers, Pet Camp and they do a great job creating content and promoting it. You can see here, on their FB page they are running a Star Camper Casting Call contest. They’ve taken over their FB cover photo and have the owner, Mark talking about the contest in a short video. To enter the contest, folks need to submit a photo of their pet (that is user generated content BTW!!) and tell why their pet is a star. Pet Camp will then post the finalist on their FB page (more content) and people have to come back to their page to vote. This is great because they are getting user generated content and bringing people (current and prospective clients) back to their page.
  • Here’s Pet Camp again with their Name or Mascot contest. In this example, they created a blog post about their contest. Then they tweeted about it with a link to the blog post. They posted it to their FB page and they sent an email solo about it.One piece of content 4 ways. They could expand on this easily by pining it to their Pinterest boards and on Instagram and Google+
  • Here’s an example from another customer of ours,Birdy Botanicals who make amazing skin care products for sensitive skin. In this example, Sally has new products on her website. She posts to Twitter, FB and sends and email. She has recently added a blog to the mix and Pinterest.
  • Content—especially relevant and engaging content—will be the fuel for your marketing effortsAccording to Jay Baer, “The difference between helping and selling is just 2 letters.”Traditional marketing tactics involve telling people why your company is great. With content marketing, you show them. But content marketing isn’t about your company, it’s about your customers. You can discover your customers’ needs in a number of ways, one of which includes discovering what your current or potential customers may be searching for online. Use a keyword search tool, such as Google Keyword Tool, and uncover terms or words that people most commonly search for that are related to your business. This will help you determine what people need, what challenges they may be facing, or what they’re looking for specifically.Also, observe conversations happening on social media, like Twitter, Facebook, and Quora. Followhashtags related to your business or industry on Twitter and see what sort of questions people are asking. What kind of content gets shared, commented on and retweeted? Quora is also super useful in that it’s a question-and-answer social media site/community, entirely made up of questions people have on a variety of topics. Search and follow topics that relate to your business, and discover what people are asking.Based on the discoveries you make in Step 1, create content or “programs” that map back to peoples’ questions and needs. For example, say you discover people have questions about how to choose the best Email Service Provider (we may have researched this once or twice). Create a variety of content that answers those questions. Write a series of blog posts, create a video on YouTube, make an infographic, produce a podcast, conduct a webinar and/or TweetChat about it. By creating a variety of content, you’re being useful, but also giving readers various ways to interact with and consume content. All of this content should also be optimized for our search engine
  • Here is Birdy’s blog. It’s a great example of providing useful content, in a brand appropriate and engaging way.
  • Marcus Sheridan’s pool company was hit hard by the recession in 2008. He and his business partners discovered that in order to save their business, they had to get creative — fast. They decided to try blogging, and they started writing content for their site by simply answering their customers’ questions through their blog posts.Today, his pool company website gets more traffic than any other pool company site in the world.River Pools is thriving, and Marcus has now expanded his business to include providing social media coaching for other businesses.They did it by providing utility – useful content that their customers and potential customers needed. Thye created the content for people and optimized it for search so the people could find it. River Pools knew it was best to target easier keywords when just getting started, and very specific words--or long-tail keywords--worked best. For example, 'vinyl liner pools' was a long-tail term the company targeted. friends.In Baer’s presentation, he shared a story about River Pools. Back when the economy began to tank, River Pools was hit hard, as not many folks install pools during tough times. Howev er, the people at River Pools didn’t spend their time singing the blues. They got smart and started answering questions via their blog that customers and potential customers had. They then turned those blog posts into a popular eBook. Guess what happened? In just four years, River Pools grew their company from nearly out of business to the largest pool seller in the US. Based on all the information they provide, 75% of their customers complete a purchase without ever talking to a real person! In fact, River Pools’ customers view approximately 30 pages on their website – Wow!
  • River Pools also did a few other noteworthy things including: Answered questions publicly that its competitors were afraid to talk about. For example, competitors never published information regarding pricing for others to see, but RPS broke the mold and published market prices of pool material on its blog. The post called " Fiberglass Pool Prices: How Much is My Pool Really Going to Cost? ", received 20,359 page views and 84 inbound links, the highest numbers for both categories in River Pools' blogging history.And by spending 10-20 hours a week creating useful, optimized content the following occurred:• Advertising dollars were reduced by 70%• Website traffic increased 300-400% on average• Leads, especially organic, increased over 400%
  • Google is a friend of good content and Google is a powerful tool to give your content the attention it deservesYou don’t set out to create content for search engines, of course. You create content that helps, answers questions and provides utility.Create your content for your customers and prospects first and foremost. Then, optimize it for the search enginesKeywords are your ticket to creating content for both people and search engines, and they’re an important component to any piece of content. By using keywords that people frequently search, you help search engines direct readers your way. The fine art of using keywords though, is finding the balance of using them in a natural way so they come across effortlessly and aren’t included to entice search. Keywords should merely be a part of the content and occur a few times within it.
  • When it comes to search engines, content still rules. Another way to give yours a boost is by including phrases that are related to your keywords. Search engines don’t just look for keywords, they also crawl your content for both keywords and phrases that are relevant to a specific keyword – this has a jargony name called latent semantic indexing which sounds a whole lot more complicated than it really is. For example, if you own a dog bakery and your keyword is “dog cakes,” some other related terms might be dog birthday cake, dog cake recipe, dog cake mix, etc. If a search engine sees these related terms within your content, it should rank your site over sites with just keyword optimized content. You can use Google Keyword Tool to research and find related terms.So the big secret to optimizing your content for people and search? Create kick butt content that’s relevant and useful to people. Use your keyword prowess to help the search engines find your killer content and the people will come. The more people who come, the more the authority you build with search engines, and everything will be well in the world of content and SEO.
  • Most of the world’s maple syrup comes from Canada, about 80 percent of it, in fact. Which made it all the more curious that online searches for syrup almost never pointed people who were looking for some pancake topping or waffle sauce to the Federation of Quebec Maple Syrup Producers.The organization had a great website, but not too many people were actually getting to see it. Public relations and marketing firm CRT/tanaka analyzed the site and found that the content simply wasn’t optimized to draw in people searching via Google and other search engines.They opted to go beyond general terms such as “maple syrup.” Other companies had already invested too much in winning the top results on those search terms. Instead, the agency targeted specific terms it identified as having a high search volume and low competition. Those included “maple recipes Canada,” “maple syrup nutrition,” and “pure Canadian maple syrup.”Not only did that help put the Federation near the top of the results for certain searches, it also helped get its message out that syrup is a healthy alternative to sugar and is great for cooking.Over the course of two months in early 2011, the agency completely overhauled the site, from the content to navigation to social sharing. Page titles, headlines, and page descriptions all changed, and the site was relaunched on March 1, 2011.The results were explosive. Visits increased by a factor of nearly four, page views increased 514 percent, and visits from Google searches were nearly six times as high as the year prior. Plus, the Federation now sits atop the Google search results for 50 search terms.
  • Content Curation – Curating is something most of us do everyday when we share things like, retweet something interesting on Twitter, Pin a neat picture, include a helpful quote in a blog post, etc. Content curation, creating useful content and getting it seen and shared, is the engine of successful content marketing.Content syndication is when you give permission to another site to publish your blog or work via an RSS feed or otherwise. Proper source credit and attribution is always provided by the syndicating site. There is a great primer on the benefits to content syndication here fromSearchEngineWatch.com. Technopedia defines content scraping as “an illegal way of stealing original content from a legitimate website and posting the stolen content to another site without the knowledge or permission of the content’s owner. Content scrapers often attempt to pass off stolen content as their own, and fail to provide attribution to the content’s owners.”The key difference of content curation vs. content scraping has everything to do with proper source credit and attribution. According to Steve Rosenbaum’s article on Mashable, 5 Tips for Great Content Curation, you need to “Take the time to give attribution, links back, and credit. The sharing economy works because we’re each sharing our audiences, and providing the value of our endorsements. If you pick up someone’s work and put it on your blog, or mention a fact without crediting the source, you’re not building shared credibility. You’re just abusing someone else’s effort.”
  • Would you jump with a parachute from outer space for content? Most of us would say no, but Red Bull and Felix Baumgartner, an Austrian skydiver and daredevil did just that on October 14, 2012 in the Red Bull Stratos Project.8 million people watched live via YouTube livestreaming as Baumgartner dove and dropped 23 miles back to the earth’s surface starting out 128,000 feet above the Earth that reached a high speed of 833.9 miles per hour.Standing on the step of the capsule, Baumgartner made a short address:"I know the whole world is watching now. I wish you could see what I can see. Sometimes you have to be up really high to understand how small you are... I'm coming home now."It was the lead story in newscasts, not just sportscasts, and they couldn't have the story without mentioning Red Bull. And with the buzz afterward and the engagement online, some of the top people on Twitter with millions of followers spreading the word about Red Bull -- that's [value] that can't be quantified."
  • Transcript

    • 1. Content - The Secret Recipefor Business SuccessKim Stiglitz, Content Marketing Director@VR4SmallBiz#VRPROWEB
    • 2. Agenda• Why content isimportant• Where to get contentideas• Using your content cross-channel• How to optimize yourcontent for people andsearch engines
    • 3. Content – Why It’s Important
    • 4. Content is All Around You• Stories• Holidays• Photos and Videos• Events• Offers• Questions• Guides, whitepapers• Curated content• User generated content
    • 5. 17 Ideas to Get Content Flowing• How your business got started• A unique customer• A time when someone on your team saved the day for a customer• An employee who stands out• A challenge you or your customers face• Your biggest obstacle• Your biggest accomplishment• A product or service you are known for• Something hilarious that happened• How your business helps or supports your community• A customer success story• A time when you had to say no to a customer or deal with negative feedback• An event your business has or attends• What you’d like to do better or differently• Something that gets you really excited• The most embarrassing thing that has happened in your business and how you handled it• A change big or small that made a difference in your business
    • 6. User Generated Content
    • 7. Cross Promote ContentTwitterFacebookEmailsBlog
    • 8. Retail ExampleTwitterFacebookEmailsWebsite
    • 9. Great Content Provides “Youtility”“Sell something and you make a customer today. Help someone andyou create a customer for life.” – Jay Baer•Discover Needs•Map Needs toResources•Answer Questions
    • 10. Engaging Content
    • 11. Dive Into Content – River Pools
    • 12. River Pools- Content Kings
    • 13. Optimize for People & Search• Keywords– Title– URL– Meta description– Photo name anddescription (if you haveimagery)– Intro paragraph,– In the body of your post
    • 14. Content Rules for Search
    • 15. What’s Maple Syrup Got to Do With It?•Canadian maple syrupmaker had a website butnot many people saw it•Conducted a contentreview•Overhauled site•Visits increased 4x•Pageviews increased500%•Visits from Googlesearches were 6X higheryear over year. Source: PRDaily
    • 16. Don’t Be a Content Thief…•Content Curation•ContentSyndication•Content Scraping
    • 17. A Crazy Stunt = 33 Million + views
    • 18. Wrap Up• Content benefits you and your customers• Content is all around you• Share your content cross channel and getmore bang for it• Write your content for people. Optimize it forsearch.• Source all curated content properly
    • 19. Free ResourcesMarketing Resources -www.verticalresponse.com/marketing-resourcesGuides – 5 Tips to Effective CopywritingWebinars-• Content is King• 5 Copywriting Mistakes to Avoid• Copywriting 101• Content BundleBlog – Verticalresponse.com/blog
    • 20. Q&A

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