Content
Marketing
The most efficient Social Media and SEO strategy
by Vania Benavides, Vabulous Media
What Social Media IS
It is a communication platform on which to form connections/Relationships
❖ Listening/storytelling/in...
What Social Media IS NOT
❖
❖
❖
❖
❖
❖
❖
❖
❖
❖

About “you/us”
An overnight solution/quick fix
A replacement or stand-alone
...
First step: What is your goal?
Most people are on a few different social networks,
but some use one network over another.
...
Who is your target market?
Facebook – The 45- to 54-year-old age bracket has seen 45% growth since
2012.
• 73% with income...
2nd step: Strategy Development
❖ Think about your goals
❖ Pick a few channels (social networks of delivery)
❖ Define a the...
Content Marketing
What Does it look like?
Blogs are one of the best ways to provide content online.
In addition to blogs, content marketing ...
What to write about
Four strategies to inspire you to develop content:
• Study Your Audience.
• Create Customer Persona.
•...
Study Your Audience
When creating a customer profile, ask yourself questions that identify
needs and interests:
● What are...
Create Customer Persona
Identify the most common buyers for your products and
services
What are their pain points?
How doe...
Align Content to the Sales Cycles
Optimizing Your
Content for Search
Key SEO Concepts
Get more exposure and more sales with these steps
• Research common keyword phrases that people type into...
Tools to Research Keywords
What are people searching for when they want your products or services?
• Use Google analytics ...
Use Google's Suggest Algorithm for
Keyword Research
● Suggest offers which allow you real-time suggestions to complete you...
Google Suggest Feature
Google Related Search Algorithm
Sell yourself on your search engine
listings
Use meta titles and meta descriptions to sell
your services
Meta Tag Description Tips
• The description should make sense to your reader.
• It should reinforce your title tag:
o conf...
Integrating Keywords in Your Content
Keyword Repetitions
• 2-3X on short pages and use variations.
• 4-6X on longer ones, ...
Key Points to Enhance Titles
• Make your title compelling to increase click-throughs.
• Focus on a primary keyword and if ...
Make Your Content More Attractive
• Use a photo or image
to grab reader
attention
• Have quote form,
download document
or ...
Share your
content on social
networks
Social Networks
Facebook – most used, edgerank
Google+ – Circles, #discussion, Business Pages/Google
Places
Twitter – #dis...
Don’t have followers?
❖ Go

out and start building connections
❖ Follow on twitter, join in on #discussions
❖ Network with...
Have followers?
Great!
DON’T FORGET THEM
Use social media to monitor conversations
about your band
Make sure you ‘apprecia...
Social media basics
❖
❖
❖
❖
❖
❖

Cross promote your social profiles
Make sure social profiles are complete
Follow your fol...
Engage, Engage, Engage
YOU/YOUR brand must engage with others
This is the hardest but most important part
❖ See what they ...
600% Increase in Traffic
Google + ripples - who shared?
Google+ for local + authorship
5 Companies that rock at Social Media
❖

Dell – monitors & identifies customer service issues and brand
evangelists

❖

Mo...
Recap
•
•
•
•
•
•

Develop a content strategy
Create a customer persona
Align content to your sales cycle
Include calls to...
Vabulous.com
(831) 430-6124
vania@vabulous.com
vabulous.com
facebook.com/vabmedia
twitter.com/vabmedia
youtube.com/vabmedi...
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Content marketing an efficient seo & social media strategy

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Vania Benavides of Vabulous Media shares an overview of what it takes to manage a successful social media and SEO strategy.

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Content marketing an efficient seo & social media strategy

  1. 1. Content Marketing The most efficient Social Media and SEO strategy by Vania Benavides, Vabulous Media
  2. 2. What Social Media IS It is a communication platform on which to form connections/Relationships ❖ Listening/storytelling/inspiring, etc. ❖ It’s where you can engage with your customers and appreciate them – It’s About “Them” ❖ It is a place to research your market ❖ It’s a place to share your passion ❖ A process – research, strategy, engagement, campaign, goals, ROI ❖ About Integrating with all business processes ❖ About ongoing engagement/two-way dialogue ❖ About slow & steady ROI ❖ A requirement of resources (time, people, and money ❖
  3. 3. What Social Media IS NOT ❖ ❖ ❖ ❖ ❖ ❖ ❖ ❖ ❖ ❖ About “you/us” An overnight solution/quick fix A replacement or stand-alone A destination Something you set & forget A form of one-way communication About immediate ROI A fad Free It’s not a place to ignore people who mention your brand, be it good or bad
  4. 4. First step: What is your goal? Most people are on a few different social networks, but some use one network over another. Establish what your goal is in using social media: Awareness/advertising/marketing -getting clients Branding Publicity Networking Education Customer Service Research
  5. 5. Who is your target market? Facebook – The 45- to 54-year-old age bracket has seen 45% growth since 2012. • 73% with incomes above $75,000 are on Facebook Instagram: 68% percent of Instagram's users are women. Twitter: Used by 27% of 18 to 29-year-olds in the U.S 16% of 30-40 year olds. LinkedIn is B2B, professionals, 25-64, $50k+, College Grads Google+ is the most male-oriented of the major social networks. It's 70%male Pinterest is dominated by tablet users; 84% of U.S. Pinterest users are women. Sources: http://www.businessinsider.com/a-primer-on-social-media-demographics-2013-9#ixzz2iP1UYVyQ http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.asp
  6. 6. 2nd step: Strategy Development ❖ Think about your goals ❖ Pick a few channels (social networks of delivery) ❖ Define a theme for your content ❖ Define frequency of content creation versus sharing third-party content ❖ Define how you will deliver content—i.e., as eBooks, Blogs, Video ❖ Showcase your expertise ❖ Promote your networks consistently
  7. 7. Content Marketing
  8. 8. What Does it look like? Blogs are one of the best ways to provide content online. In addition to blogs, content marketing exists in other forms: • • • • • • • • • Facebook posts Google+ posts YouTube videos Press releases Ebooks Webinars Pinterest boards/pins Tweets Infographic
  9. 9. What to write about Four strategies to inspire you to develop content: • Study Your Audience. • Create Customer Persona. • Align Content to the Sales Cycle. • Optimize Content for Search Engines
  10. 10. Study Your Audience When creating a customer profile, ask yourself questions that identify needs and interests: ● What are the customer’s values? ● What motivates them? ● What are their daily and long term goals? ● What problems are they trying to solve? ● What industries do they work in? Then consider: ● Where do they spend time online? ● What search terms would they use? ● What headlines would they respond to? ● Can you best reach them through blogs, videos, social media, free downloads or something else?
  11. 11. Create Customer Persona Identify the most common buyers for your products and services What are their pain points? How does your product or service solve that problem? How does that problem affect their day to day life?
  12. 12. Align Content to the Sales Cycles
  13. 13. Optimizing Your Content for Search
  14. 14. Key SEO Concepts Get more exposure and more sales with these steps • Research common keyword phrases that people type into search engines to find your business • Analyze your competitors • Integrate search keywords into content • Make your content more attractive • If you sell local services - focus on local SEO • Use Google's Social Platform to boost your presence
  15. 15. Tools to Research Keywords What are people searching for when they want your products or services? • Use Google analytics data from your website • Use Google Adwords Keyword Planner -must have a google account and sign up to Google Adwords to use • Bing Keyword Tool • Alexa.com see what queries (search phrases) are coming in to your competitor’s website • SEMRUSH to research your competitors
  16. 16. Use Google's Suggest Algorithm for Keyword Research ● Suggest offers which allow you real-time suggestions to complete your search query as you type; you can get ideas from this presentation about the popularity of a search. ● One of the factors in the algorithm that determines the results is the overall popularity of searches by other users. ● Also, check Google's Related Search Algorithm ○ To search for web pages that have similar content to a given site, type “related:” followed by the website address into the Google search box. ○ Reference the next slide for screen shot of search phrase "SEO Services in Santa Cruz" with related search results
  17. 17. Google Suggest Feature
  18. 18. Google Related Search Algorithm
  19. 19. Sell yourself on your search engine listings Use meta titles and meta descriptions to sell your services
  20. 20. Meta Tag Description Tips • The description should make sense to your reader. • It should reinforce your title tag: o confusion will reign if your description is saying something that has nothing to do with your title tag, and the searcher will pass you over. • Include your brand to increase brand awareness and help show trustworthiness
  21. 21. Integrating Keywords in Your Content Keyword Repetitions • 2-3X on short pages and use variations. • 4-6X on longer ones, and never more than makes sense in the context of the copy. • Load the heading of the page with the keyword being targeted. • Mention the keyword within the first paragraph. • Depending on the length of the page, add keywords at selected intervals throughout the text. • The key is to make it seem natural to the page.
  22. 22. Key Points to Enhance Titles • Make your title compelling to increase click-throughs. • Focus on a primary keyword and if you can work one in, use a second or third keyword. • Make sure your primary keyword is relevant to the content on your page. o You'll lose ranking if there's no relevance and people leave your site.
  23. 23. Make Your Content More Attractive • Use a photo or image to grab reader attention • Have quote form, download document or button as a call to action • A video may be used to help user experience
  24. 24. Share your content on social networks
  25. 25. Social Networks Facebook – most used, edgerank Google+ – Circles, #discussion, Business Pages/Google Places Twitter – #discussions, mentions Linkedin – Groups & Company Pages Pinterest – Tag your images, add descriptions Instagram – Use #hashtags and feed to twitter/fb
  26. 26. Don’t have followers? ❖ Go out and start building connections ❖ Follow on twitter, join in on #discussions ❖ Network with other businesses on Facebook, Linkedin, Twitter, Google+ ❖ Launch some ads on facebook & twitter Add people to your circles on Google+ Listen, research, share, engage
  27. 27. Have followers? Great! DON’T FORGET THEM Use social media to monitor conversations about your band Make sure you ‘appreciate’ them – as they will be your brand advocates
  28. 28. Social media basics ❖ ❖ ❖ ❖ ❖ ❖ Cross promote your social profiles Make sure social profiles are complete Follow your followers back Use your brand ‘voice’ or attitude Always respond as soon as you can Always engage
  29. 29. Engage, Engage, Engage YOU/YOUR brand must engage with others This is the hardest but most important part ❖ See what they are posting and respond accordingly ❖ Use your brand’s personality, not yours ❖ What do you want people to remember? ❖ Join #discussions, #industrytopics, #funtopics #makeyourown
  30. 30. 600% Increase in Traffic
  31. 31. Google + ripples - who shared?
  32. 32. Google+ for local + authorship
  33. 33. 5 Companies that rock at Social Media ❖ Dell – monitors & identifies customer service issues and brand evangelists ❖ Morton’s Steakhouse – has videos, delivered steak to social media influencer after flight ❖ Unisys uses #hashtags to allow employees to offer expertise though #topics ❖ Best Buy – lots of #discussions from employees to customers ❖ Old Spice – Viral Videos Sources: PRDaily.com, fastcodesign.com
  34. 34. Recap • • • • • • Develop a content strategy Create a customer persona Align content to your sales cycle Include calls to action. Sprinkles keyphrases into titles, metas, content Integrate social updates into content marketing campaigns o Google favors Google+ posts, Pinterest pins also SEO o Network on Google+, Facebook, Twitter, Linkedin
  35. 35. Vabulous.com (831) 430-6124 vania@vabulous.com vabulous.com facebook.com/vabmedia twitter.com/vabmedia youtube.com/vabmedia
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