Coming Up With New Content - Blogs, Whitepapers, Social Media

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Coming Up With New Content - Blogs, Whitepapers, Social Media

  1. 1. Coming Up With New Content - Blogs, Whitepapers, Social Media & more Amanda O’Brien | Hall Internet Marketing Photo credit: http://www.flickr.com/photos/rahady/4304181442/sizes/z/in/photostream/
  2. 2. Who We Are Amanda O'Brien VP of Marketing [email_address] @amanda_pants Hall Internet Marketing www.hallme.com @Hall_Web
  3. 3. Got Questions? <ul><li>Use GoToWebinar “Ask a Question” </li></ul><ul><li>Twitter with @hall_web </li></ul>
  4. 4. Content is King! Photo credit: http://www.flickr.com/photos/roblisameehan/560285832/sizes/l/in/photostream//
  5. 5. Search engines like content – More content, more search engines like you, more search engines like you, more you rank, more you rank, more people to your website… Photo credit: http://www.flickr.com/photos/roebot/4271975019/sizes/o/in/photostream/
  6. 6. Photo credit: http://www.flickr.com/photos/batmoo/3734837951/sizes/l/in/photostream/ Photo credit: http://www.flickr.com/photos/crunchies2009/4259162754/sizes/l/in/photostream/ People like content Lets them know who you are, lets them trust you, lets them link to you and buy your products.
  7. 7. Where is that content supposed to come from?
  8. 8. Figure out who <ul><li>Who is the content for? </li></ul><ul><li>Who is responsible to create it? </li></ul>Flickr photo credit: http://www.flickr.com/photos/scottks1/352053740/sizes/l/in/photostream/
  9. 9. Message and goal <ul><li>Message Map </li></ul><ul><li>Key points </li></ul><ul><li>Long term goal </li></ul><ul><ul><li>Attract customers </li></ul></ul><ul><ul><li>Awareness/educate </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><li>Choose the right medium to get there </li></ul>
  10. 10. When and how often <ul><li>Editorial calendar </li></ul><ul><li>Daily, weekly, monthly </li></ul><ul><li>Accountability </li></ul><ul><li>Organized content </li></ul>
  11. 11. Webinars, blogs, website content, ebooks, images, newsletters etc. Photo credit: http://www.flickr.com/photos/tomsaint/3431708779/sizes/l/in/photostream/ Start small so you don’t burn out. Take the smalls and combine to something big.
  12. 12. Photo credit: http://www.flickr.com/photos/tomsaint/3431708779/sizes/l/in/photostream/ <ul><li>Take inventory </li></ul><ul><li>What is working or popular? </li></ul><ul><li>Popular content on your website </li></ul><ul><li>Search terms people are using to find you </li></ul>What content do you already have?
  13. 13. Photo credit: http://www.flickr.com/photos/tomsaint/3431708779/sizes/l/in/photostream/ What are people looking for? https://freekeywords.wordtracker.com/ http://www.google.com/insights/search/
  14. 14. <ul><li>Frequently asked questions and content ideas </li></ul><ul><li>Customer service questions </li></ul><ul><li>Frequently email questions </li></ul><ul><li>Questions about your products and services </li></ul><ul><li>Questions about your industry </li></ul><ul><li>Errors and notices </li></ul><ul><li>Competitive comparisons </li></ul><ul><li>Who you are </li></ul><ul><li>Success stories </li></ul><ul><li>How to’s </li></ul><ul><li>What is a ______? </li></ul><ul><li>No such thing as a stupid/simple answer </li></ul><ul><li>Share and educate, not a hard sell </li></ul>Flickr photo credit: http://www.flickr.com/photos/biagioni/3601540648/sizes/m/in/photostream/
  15. 15. <ul><li>Questions out in the wild </li></ul><ul><li>Quora </li></ul><ul><li>LinkedIn questions </li></ul><ul><li>HARO </li></ul><ul><li>Yahoo Answers </li></ul>Photo credit: http://www.flickr.com/photos/diamondduste/2781352670/sizes/l/in/photostream/
  16. 16. Blogs <ul><li>Good place to starts, a hub </li></ul><ul><li>Answer questions </li></ul><ul><li>React to News </li></ul><ul><li>Establish yourself as an authority </li></ul><ul><li>Start with your point, prove it, show others </li></ul><ul><li>How often can you keep this up? </li></ul><ul><ul><li>Once a day, a week? </li></ul></ul>Coming up with blog topics recorded webinar: http://www.hallme.com/webinars/coming-up-with-blog-topics-176.php
  17. 17. Whitepapers (ebooks) <ul><li>Longer </li></ul><ul><li>People want data </li></ul><ul><li>More formal than a blog </li></ul><ul><ul><li>Sketch it out first </li></ul></ul><ul><ul><li>What points will you drive home </li></ul></ul><ul><li>Always include a call to action </li></ul><ul><li>Break up the text </li></ul>
  18. 18. Photos and videos <ul><li>Pictures tell a thousand words </li></ul><ul><li>Products in action </li></ul><ul><li>Interviews </li></ul><ul><li>Screen cap videos </li></ul>
  19. 19. Podcasts <ul><li>Would it work for your business? </li></ul><ul><li>Schedule them </li></ul><ul><li>Be consistent </li></ul><ul><li>Offer value </li></ul>
  20. 20. <ul><li>Knowledge as a product </li></ul><ul><li>Schedule them </li></ul><ul><li>Be consistent </li></ul><ul><li>Offer value </li></ul><ul><li>Can be done anywhere </li></ul><ul><li>Reuse that content </li></ul><ul><ul><li>Write about it </li></ul></ul><ul><ul><li>Record it </li></ul></ul>Webinars Flickr photo credit: http://www.flickr.com/photos/rooreynolds/95488462/sizes/z/in/photostream/
  21. 21. Social Media <ul><li>Part of your communication strategy </li></ul><ul><li>Not separate </li></ul><ul><li>Choose where, when and how much time </li></ul><ul><li>Measure results </li></ul><ul><li>Optimize your newsfeed </li></ul><ul><li>Take your other content and share it </li></ul><ul><li>Automating content as an option </li></ul>Flickr photo credit: http://www.flickr.com/photos/rosauraochoa/3256031851/sizes/m/in/photostream/
  22. 22. Reimagine, don’t recycle – Content Rules <ul><li>Don’t just plaster content everywhere </li></ul><ul><li>Put a new spin on it </li></ul><ul><li>Add an example </li></ul><ul><li>Reflect </li></ul><ul><li>Update if you change your mind </li></ul><ul><li>Content Rules – CC Chapman and Ann Handley </li></ul>
  23. 23. <ul><li>Make sure search engines and people can find it </li></ul><ul><li>Social sharing features </li></ul><ul><li>Short URLs ( bit.ly ) </li></ul><ul><li>Make it ready to travel </li></ul>Make all content findable and sharable
  24. 24. Web content for different users Photo credit: http://www.flickr.com/photos/davemott/4331693898/sizes/m/in/photostream/ May 24 th 2pm EST – Jenika Developing web content for different users http://www.hallme.com/webinars/developing-web-content-for-different-users-195.php
  25. 26. <ul><li>Questions? </li></ul><ul><li>Follow: @hall_web @amanda_pants </li></ul><ul><li>Vision Blog: http://www.hallme.com/blog/ </li></ul><ul><li>Upcoming Webinars: http://www.hallme.com/search-marketing-webinars.php </li></ul><ul><ul><li>CRO – Time to Make Some Data-Driven Decisions - Monica </li></ul></ul><ul><li>[email_address] </li></ul>

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