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7 Content Development Steps That Bring Together Search And Social Media
 

7 Content Development Steps That Bring Together Search And Social Media

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Search and social media are becoming even more connected. These slides cover 7 important steps that help bring together search marketing and social media.

Search and social media are becoming even more connected. These slides cover 7 important steps that help bring together search marketing and social media.

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

    • 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
    • Recap
    • 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/