HOW TO:DEVELOP ACONTENT &SOCIALSTRATEGY
THIS IS NOT ABOUT:                     Doing anything spammy                     to get attention
THIS IS ALSO NOTABOUT:• Copying other peoples’ “viral” content• Making a list of tactics to get links
THE LISTENINGPHASE
QUESTIONS WE ASKWhat do you want your visitors to do?Who do you need to reach in order to achievethis?Where are they?What ...
GOALS  links/traffic   brand awareness   customer                  sales/conversions   retention
AUDIENCE TARGETING:KEYWORDS      • Keep an eye out for patterns &                      user intent, but keep it natural
DON’T LEAVE OUTTHE LONGTAIL
SHARING YOURCONTENT
Post with photos +shortened links in thecopyUse attached linksUse calls to actionReply to people & bepoliteAvoid focusing ...
TimingRepetitionHashtags &mentionsShortenedlinksNatural linkplacementTwitterbuttonsIncluderesourcesReply &interact
WHY SHARE?             Social shares earn links directly and             indirectly, which can improve             ranking...
LAUNCH!              • Make a marketing calendar              • Start tracking before, during & after launchFirst Stage   ...
THINGS TO MEASURE• Social media interactions (on and off page)    Twitter   Facebook   Google+   LinkedIn   Pinterest   St...
BENCHMARKS   Did you achieve the goals that             you set aside at the beginning             of the campaign?
USEFUL FREERESOURCESFree keyword suggestion tool http://ubersuggest.org/https://adwords.google.com/select/KeywordToolExter...
THANK YOU!Caitlin Smythe@CeeSmithers@Caliberi
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How to develop a content & social strategy

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This presentation will help you develop a strategy that delivers engaged visitors to your travel blog; developing goals first and then building these into the great content you are already writing. It’s essential to be authentic, likeable and constantly building relationships with your audience to build on the work that made your travel blog so successful in the first place.

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How to develop a content & social strategy

  1. 1. HOW TO:DEVELOP ACONTENT &SOCIALSTRATEGY
  2. 2. THIS IS NOT ABOUT: Doing anything spammy to get attention
  3. 3. THIS IS ALSO NOTABOUT:• Copying other peoples’ “viral” content• Making a list of tactics to get links
  4. 4. THE LISTENINGPHASE
  5. 5. QUESTIONS WE ASKWhat do you want your visitors to do?Who do you need to reach in order to achievethis?Where are they?What influences them?How are you going to get into a position toinfluence them?
  6. 6. GOALS links/traffic brand awareness customer sales/conversions retention
  7. 7. AUDIENCE TARGETING:KEYWORDS • Keep an eye out for patterns & user intent, but keep it natural
  8. 8. DON’T LEAVE OUTTHE LONGTAIL
  9. 9. SHARING YOURCONTENT
  10. 10. Post with photos +shortened links in thecopyUse attached linksUse calls to actionReply to people & bepoliteAvoid focusing onyourselfBe world-aware(e.g. Hurricane Isaac)
  11. 11. TimingRepetitionHashtags &mentionsShortenedlinksNatural linkplacementTwitterbuttonsIncluderesourcesReply &interact
  12. 12. WHY SHARE? Social shares earn links directly and indirectly, which can improve rankings, which can help you achieve your goals
  13. 13. LAUNCH! • Make a marketing calendar • Start tracking before, during & after launchFirst Stage • Google Alerts are your friends  • Leverage your friends’ influence/ Ask for favours & Second provide IOUs Stage • Offer an exclusive/ send your stuff out to high-level sites Third • Keep your initial goal sets close by Stage
  14. 14. THINGS TO MEASURE• Social media interactions (on and off page) Twitter Facebook Google+ LinkedIn Pinterest StumbleUpon Likes• High-level publications (low-level too!)• Ranking for targeted keywords/ marks of quality• Paid social campaigns and cost per acquisitions
  15. 15. BENCHMARKS Did you achieve the goals that you set aside at the beginning of the campaign?
  16. 16. USEFUL FREERESOURCESFree keyword suggestion tool http://ubersuggest.org/https://adwords.google.com/select/KeywordToolExternalThe best times to tweet http://www.tweriod.com/Management, measurement & scheduling http://hootsuite.com/Social tools directory http://socdir.com/Twitter stats http://twittercounter.com/Twitters analytics http://followerwonk.com/Shorten & track links https://bitly.com/Connecting G+ circles http://findpeopleonplus.com/Email finder http://linksy.me/find-emailFacebook analytics http://pagelever.com/Facebook Insights:http://developers.facebook.com/docs/insightsSocial media tracking (in Excel!) https://rowfeeder.com/*Inbound Marketing is Taking Off by Rand Fishkin
  17. 17. THANK YOU!Caitlin Smythe@CeeSmithers@Caliberi
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