7 Content Development Steps That Bring Together Search And Social Media

7 Content Development Steps That Bring Together Search and Social Media

Search and Social Are Closely Connected

Content Is The Link
Content

Content takes
Content takes
You Need A Plan!

1. Identify Key Topics
Make sure to give people what they’re looking for
Put your main keywords into Google Adwords to get monthly search volumes for those keywords and other related keywords

Another way to find key topics is to tap into social media research to see what people are saying about your industry

2. Identify Content Purpose and Types
Figure out your content’s purpose
Depending on audience and goals, you may want a mix of informative, newsworthy and/or entertaining content
Awareness
Traffic
Leads

3. Determine Your Resources
Make a list of the people in your organization who can help and evaluate their strengths
You may have to outsource parts of your content creation (e.g., video editing) or you make do if what you have

Understanding Resources Is Crucial
Unicorns don’t pop out of thin air. Content doesn’t either..

4. Identify Your Key Channels
Do some research and look at blogs, tweets, video results to see what people are paying attention to
Look at what channels your competitors are using
Consider the unique aspects of each channel

5. Put Together A Schedule
Dates
Tentative titles for topics
Names of who is responsible
Channel the specific piece of content is for

How far out should you plan? For the most part,
We prefer monthly schedules and evaluate results at the end of each week.
Look at your analytics and see what’s working and what’s not—so you can adjust your plan as needed.
WOW!!!!

6. Create a Promotion Plan
Plan should detail how you’re going to promote specific content
Give your content a chance to reach the most people (or restrict access, if that makes sense for your business)

Content Promotion Examples
Posting links in your email newsletter
Linking to content from your website
Pay-per-click ads for especially hot topics
Tweets with brief descriptions and links
Links in Facebook page updates
Blogger outreach
Links on Q&A sites such as Yahoo Answers and Quora

7. Measure Results
Depending on your goals, you may want to look at a combination of business metrics, website metrics and social media metrics.

When looking at website data, look at things such as:
Links to your content from other sites
Whether or not content has affected your search rankings
Unique visitors to your site
Time spent on site

Social media metrics shouldn’t be
the only thing you look at, but they are useful
Clicks on links posted to specific channels (and day/time)
Number of views (videos, pictures, etc)
Your following on specific sites and its growth rate
Number and type of interactions your content is generating
Interactions per day and per week for specific channels
Number of mentions you’re receiving, sentiment of mentions and share of voice vs. competitors

Want To Learn More?
Check out our blog
Follow us on Twitter
Like us on Facebook
Get in touch – 203-254-0404
Request a demo/evaluation
@JasonPeck
@JLawoyin

Image credits
Slide 3 - http://www.flickr.com/photos/rwp-roger/2915004426/sizes/z/in/photostream/
Slide 4 - http://www.flickr.com/photos/75001512@N00/5252450773/sizes/s/in/photostream/, http://www.flickr.com/photos/eddi_07/4677592277/sizes/s/in/photostream/
Slide 5 - http://www.flickr.com/photos/brenda-starr/3466560105/sizes/m/in/photostream/
Slide 6 - http://www.flickr.com/photos/creative_tools/5360884710/sizes/s/in/photostream/
Slide 7 - http://www.flickr.com/photos/f-r-a-n-k/204070279/sizes/m/in/photostream/
Slide 8 - http://www.flickr.com/photos/lumaxart/2137737248/sizes/z/in/photostream/
Slide 9 - http://www.flickr.com/photos/torley/4812954272/sizes/z/in/photostream/
Slide 10 - http://www.flickr.com/photos/sugarandweedkiller/447677897/sizes/o/in/photostream/
Slide 11 - http://www.flickr.com/photos/joelanman/366192378/sizes/m/in/photostream/
Slide 12 - http://www.flickr.com/photos/alaivani/5376024443/
Slide 13 - http://www.flickr.com/photos/alaivani/5376024443/
Slide 15 - http://www.flickr.com/photos/debgray/5313577020/sizes/m/in/photostream/
Slide 17 - http://www.flickr.com/photos/crsan/3697785107/sizes/o/in/photostream/

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7 Content Development Steps That Bring Together Search And Social Media

by eWayDirect on Aug 01, 2011

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7 Content Development Steps That Bring Together Search And Social Media — Presentation Transcript