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How to Create High Quality Content


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Regularly publishing quality content is the most effective SEO strategy a small business can follow. …

Regularly publishing quality content is the most effective SEO strategy a small business can follow.

This presentation explains how to start thinking like a publisher, and begin to promote your business through blogging, infographics, and other popular media.

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  • 1. How to Create High Quality Content Marketing for Professionals and Small Business Presenter: Doug Hay, CEO Dead Simple Internet Marketing Series™
  • 2. Presenter: Doug Hay • Early adopter of Internet marketing & social media • 30 year marketing veteran • Sought after speaker - presented at local, regional and national conferences • Lectured at two universities for the Sales & Marketing Executives program
  • 3. Presentation Q & A Ask for Slides Agenda 1 2 3
  • 4. Our Services For Small/Medium Biz • Website design & programming • Social Media consulting, implementation & training • Small business SEO – Search Engine Optimization: Keywords, link building & content creation. • Press release writing, optimization and reporting • Blog set up, strategy, and training • Email programs • Online reputation management • Video production & marketing • Staff training Ask for a complementary consultation
  • 5. Doug Hay Direct: 250-756-0306 Toll Free: 877-226-3823 Free Internet Marketing Analysis More Sales? More Leads?
  • 6. Dead Simple Social Media Series • Social media overview • Blogging • Google+ • Facebook • Twitter • Pinterest • LinkedIn • Using a Dashboard • Content Marketing
  • 7. Social Media: Describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people. - Brian Solis, author
  • 8. ―A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. ―As a direct result, markets are getting smarter— and getting smarter faster than most companies.‖ Book: Cluetrain Manifesto Read the book for Free
  • 9. Social Media is for Leads and Sales Source: State of Inbound Marketing Report -
  • 10. Content marketing is the creation and publishing of quality, meaningful and distinctive content for the purpose of generating discussion, growing a following and developing a social presence now expected by the search engines.
  • 11. Survey: Effectiveness of top SEO tactics. SEO – Search Engine Optimization
  • 12. ―Content Marketing is all the marketing that’s left.‖ - Seth Godin
  • 13. Universal SearchGoogle Universal
  • 14. More than eight out of ten companies surveyed said they were using some type of content marketing to better engage with potential and existing clients. ―The future of marketing is not about selling so much as it is about engaging. This is what resonates with customers and why marketers have embraced content marketing in such large numbers." Source: Survey, conducted by HiveFire
  • 15. Brand Brand Brand New Marketing Brand Brand Brand Brand Brand Brand
  • 16. ―Those who insert themselves into as many channels as possible look set to capture the most value. ―They’ll be the richest, the most successful, the most connected, capable and influential among us. ―We’re all publishers now, and the more we publish, the more valuable connections we’ll make.‖ -Pete Cashmore, Founder of Mashable
  • 17. A word about reputation management: People interested in your products or services will go to the Internet to check you out. Do you like everything on page 1 an 2 about you on Google?
  • 18. ―You can buy attention (advertising). ―You can beg for attention from the media (PR). ―You can bug people one at a time to get attention (sales). ―Or you can earn attention by creating something interesting and valuable and then publishing it online for free.‖ –David Meerman Scott, Best-Selling Author & Speaker
  • 19. People buy from people they like and trust. What better way to gain trust than being a source of quality content that your readers trust.
  • 20. 55% of consumers said they would be more apt to buy another product from a company who provides them with custom content. 68% like custom content because it’s tailored to their interests. - Custom Content Council
  • 21. Social networks thrive on good content
  • 22. Level of effectiveness in achieving marketing objectives, by content Type
  • 23. Email Integrated Marketing Strategy Social Media Blog Offline Marketing Web Site
  • 24. Content is King Search Engines Search engines will crawl your website more often if you have a website/blog which is updated regularly
  • 25. Research Goals Content Strategy Create Content Publish Engage Click thru to website
  • 26. Content Marketing for Small-Medium Business Success
  • 27. 12 Action Items
  • 28. 1. Your Website
  • 29. Conversion? Visitors did what you wanted them to do: • Made a purchase • Enrolled • Downloaded content • Called for an appointment
  • 30. Turn website visitors into leads which leads to prospects which leads to sales.
  • 31. Landing Pages • Clear Offer • Strong headline • Compelling copy • Benefits • Call to action
  • 32. Stress Benefits •Deliver what the user needs and wants using benefits. •They will leave a page in seconds if they don’t find what they are looking for.
  • 33. Skip The Clichés • An expression so often used that its original power has been drained away • Bad: ―Best in class services‖. • Good: ―Free Blackberry tutorials for beginners‖
  • 34. Trust Factors (Badges)
  • 35. Gain Prospect’s Trust
  • 36. Clients We’ve Worked With
  • 37. 2. Blog
  • 38. Blogging Attracts More Visitors
  • 39. Blogging Generates Leads
  • 40. 3. Email Newsletter
  • 41. Newsletter Benefits • Controlled 100% by you • An email campaign will educate customers & prospects • Gives pre-release offers to enhance sales • News of interest to your audiences • High ROI
  • 42. “…when a group of small-business owners were recently asked which marketing activities they find most effective, 83 percent had email marketing at the top of their lists. “Email remains the preferred method of communication among consumers.” - Open Forum from American Express
  • 43. “85% of internet users use email, vs. 62% who use social networking” - Study by Ipsos
  • 44. Daily High Quality Content
  • 46. 4. Testimonials
  • 47. Case Study: User Reviews User-Generated Content: Organic search up 10%, conversion up 125% with rich product reviews The reviews also brought the following results in Q4 2011: - 125% higher conversion rate for visitors who interacted with them - 157% higher time-on-site for visitors who interacted with them - 111% higher page-views-per-visit for those who interacted with them Source: Marketing Sherpa, Coffee For Less
  • 48. 5. Video
  • 49. You Tube • Over 4 billion views daily • 3rd most popular website on the Internet • How to is popular • Humor • Doesn’t need to be a Hollywood production Image credit: Blendtec
  • 50. 6. Online News Releases
  • 51. 7. Case Studies
  • 52. 8. White Papers
  • 53. 9. How To Articles
  • 54. 10. E-Book
  • 55.
  • 56. 11. Media/ Press Room (Section of Website)
  • 57. facebook-pages-2012-winners/
  • 58. 12. Micro Blogging
  • 59. More Ideas for Content • Guest blogging • Webinars • Books & audio books • Infographics • Speaking engagements • Mobile Aps • Podcasts • Video blog • Market research – published • Social media networks • Screencasts (step-by-step instructions)
  • 60. Website Blog Newsletter Articles Press Releases Video Audio
  • 61. Think Like a Publisher
  • 62. Editorial Plan • Determine content to be created • Ensure keyword research is done • Assign it someone or outsource it • Set up a calendar to track it • Do a monthly review of the targets done and results e.g. keyword ranking results would influence future content creation around certain keywords • Repeat
  • 63. The more quality content you create and publish…
  • 64. …the more business you will get.
  • 65. Takeaways Create an editorial calendar Do your homework Get the content created Monthly review & adjust Get it published – website and more Repeat successful actions
  • 66. Doug Hay Direct: 250-756-0306 Toll Free: 877-226-3823 Free Internet Marketing Analysis More Sales? More Leads?
  • 67. Copyright Notice All materials contained in these presentations are protected by Canadian and United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Doug Hay. The names of actual companies, products or images mentioned herein may be the copyright or trademarks of their respective owners.