Social Media Content and Asset Creation

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  • omega
  • 140
  • Facebook zuckerberg Youtube steve chen Amazon jeff bezos Myspace tom anderson
  • Gaga 25 mil, Bieber 23 mil, brit 17 mil, obama 16 mil
  • China, india, facebook, usa
  • Google 81, bing 8.5, yahoo 7.5, ask 1.5
  • Social Media Content and Asset Creation

    1. 1. Asset Creation David Liem, Cofounder, Happy Marketer Hello@HappyMarketer.com
    2. 2. Happy Marketer. more business from your website A little about myself… Hello@HappyMarketer.com
    3. 3. Hello@HappyMarketer.com
    4. 4. Hello@HappyMarketer.com
    5. 5. Hello@HappyMarketer.com
    6. 6. Hello@HappyMarketer.com
    7. 7. Hello@HappyMarketer.com
    8. 8. Hello@HappyMarketer.com
    9. 9. Hello@HappyMarketer.com
    10. 10. Hello@HappyMarketer.com
    11. 11. Hello@HappyMarketer.com
    12. 12. Internet IQ Quiz Time! Hello@HappyMarketer.com
    13. 13. 1. What letter in the Greek alphabet appearsunder Wikipedia’s missing puzzle piece? Hello@HappyMarketer.com
    14. 14. 2. What are the max number of charactersallowed in a tweet? Hello@HappyMarketer.com
    15. 15. 3. Match the website to its founder Hello@HappyMarketer.com
    16. 16. 4. Rank these 4 celebrities on Twitter inthe order of most # of followers Hello@HappyMarketer.com
    17. 17. 5. Rank Facebook in terms of populationwith these other countries from biggest tosmallest Hello@HappyMarketer.com
    18. 18. 6. Rank these top 4 search engines inorder of most used: Hello@HappyMarketer.com
    19. 19. Asset Creation Hello@HappyMarketer.com
    20. 20. Hello@HappyMarketer.com
    21. 21. The 10 Reasons We Share 1. It’s Hilarious 6. It’s not covered by2. It’s Incredible / mainstream Media Unbelievable 7. It makes me Smile 3. It’s Emotional 8. It’s Dramatic 4. It’s Relevant 9. It’s Embarrassing 5. It makes us Think 10. It’s Provocative Hello@HappyMarketer.com
    22. 22. 1. It’s Hilarious! Hello@HappyMarketer.com
    23. 23. Hello@HappyMarketer.com
    24. 24. 2. It’s incredible •  Example : Pictures Hello@HappyMarketer.com
    25. 25. Interactive can be incredible too Hello@HappyMarketer.com
    26. 26. 3. It’s Emotional Hello@HappyMarketer.com
    27. 27. Hello@HappyMarketer.com
    28. 28. 4. It’s Relevant Hello@HappyMarketer.com
    29. 29. Hello@HappyMarketer.com
    30. 30. 5. Makes us stop and think •  Case studies videos Hello@HappyMarketer.com
    31. 31. Interviews Hello@HappyMarketer.com
    32. 32. 6. It isn’t covered by mainstream media •  Behind the scenes, demos, exclusive content Hello@HappyMarketer.com
    33. 33. Hello@HappyMarketer.com
    34. 34. 7. It makes us smile J Hello@HappyMarketer.com
    35. 35. Hello@HappyMarketer.com
    36. 36. Hello@HappyMarketer.com
    37. 37. 8. It’s Dramatic Hello@HappyMarketer.com
    38. 38. 9. It’s Embarrassing •  Fashion Fails! Hello@HappyMarketer.com
    39. 39. Hello@HappyMarketer.com
    40. 40. 10. Provocative (But Safe for Work) Hello@HappyMarketer.com
    41. 41. The 10 Reasons We Share 1. It’s Hilarious 6. It’s not covered by2. It’s Incredible / mainstream Media Unbelievable 7. It makes me Smile 3. It’s Emotional 8. It’s Dramatic 4. It’s Relevant 9. It’s Embarrassing 5. It makes us Think 10. It’s Provocative Hello@HappyMarketer.com
    42. 42. 15 Proven Web ContentRecipes Hello@HappyMarketer.com
    43. 43. #1 – Answer Your Customers’ Questions Hello@HappyMarketer.com
    44. 44. #2 – Reveal Your Secret Tips Tricks Hello@HappyMarketer.com
    45. 45. #3 – Bust An Urban Myth Hello@HappyMarketer.com
    46. 46. #4 – Write A Case Study Hello@HappyMarketer.com
    47. 47. #5 – Write A Blog Hello@HappyMarketer.com
    48. 48. #6 – Write Your Company’s History Hello@HappyMarketer.com
    49. 49. #7 – Start A Debate Hello@HappyMarketer.com
    50. 50. #8 – Review of the Year Hello@HappyMarketer.com
    51. 51. #9 – Report on an Event Hello@HappyMarketer.com
    52. 52. #10 – Jargon Buster Hello@HappyMarketer.com
    53. 53. #11 – Review a Book or Product Hello@HappyMarketer.com
    54. 54. #12 – Build a Top 10 List Hello@HappyMarketer.com
    55. 55. #13 – Interview an Expert Hello@HappyMarketer.com
    56. 56. #14 – Write an A to Z Hello@HappyMarketer.com
    57. 57. #15 – Publish Your Own Surveys Hello@HappyMarketer.com
    58. 58. Search Engine Optimization KarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses Hello@HappyMarketer.com
    59. 59. Your Customers Love Search Engines Hello@HappyMarketer.com
    60. 60. What’s In the Search Results Page? Hello@HappyMarketer.com
    61. 61. Natural Search Results •  10 Relevant Results / Links –  Websites –  Videos –  Images –  News –  Shopping •  Based on quality of content, can’t be bought Hello@HappyMarketer.com
    62. 62. Sponsored Links •  6-11 Ads on the Top/ Side •  Known as Search Advertising •  Advertisers bid on different keywords •  Only pay when someone clicks (PPC) Hello@HappyMarketer.com
    63. 63. What Is Search Marketing? Get Show Better MoreRankings Targeted (SEO) Ads (SEM) Hello@HappyMarketer.com
    64. 64. What is Search Engine Optimization? •  Search Engine Optimization is the process of creating or updating a website to –  improve the site’s ranking in organic search results, –  with the objective of increasing the volume of quality traffic. •  What’s your ranking? Hello@HappyMarketer.com
    65. 65. SEO – Trusted So Much More! Hello@HappyMarketer.com
    66. 66. Protecting your brand on search engines •  Protecting your brand keywords on search engines •  Rank #1 vs the other 8 results Hello@HappyMarketer.com
    67. 67. Social is important too •  Google uses +1 and Bing uses Facebook data to personalize your results •  The more a link is shared, the higher the ranking Hello@HappyMarketer.com
    68. 68. Date matters too Hello@HappyMarketer.com
    69. 69. Rich Snippets add extra detail Hello@HappyMarketer.com
    70. 70. Why SEO? 1.  Free visitors 7.  More targeted 2.  Qualified traffic 8.  Less invasive, more3.  Proven for receptive conversions 9.  Reduce marketing4.  More leads expenses 5.  More exposure 10. Stay competitive 6.  Add value to users 11. Measurable Hello@HappyMarketer.com
    71. 71. In Prestige’s Case: •  More readers •  More traffic •  More revenue •  Better Reputation Hello@HappyMarketer.com
    72. 72. KarateSEO© - The Six Factors 1.  Keywords –  Picking the Right Keywords to Market to 2.  Architecture –  Planning a site architecture rich with content keywords 3.  Relevant Content –  Optimizing specific pages for the right keywords 4.  Authority External Links –  Having the right sites link to you, and using the right keywords 5.  Trouble Signs –  Avoid these common problems mistakes 6.  Experience on Site –  Making sure users are satisfied with their experience with your site Hello@HappyMarketer.com
    73. 73. The Most Important Thing About SEO Hello@HappyMarketer.com
    74. 74. Keywords! Hello@HappyMarketer.com
    75. 75. Picking The Right Keywords •  The keywords you select, define –  Your costs –  Your competition –  Your results –  Your ROI –  Your brand value –  Your success on search engines Hello@HappyMarketer.com
    76. 76. Every keyword is its own market … •  Different set of competitors •  Different philosophy behind search •  Different search volumes •  Different kind of search results •  Very different markets! Hello@HappyMarketer.com
    77. 77. Keyword Analysis – From A User’s Eyes •  Intent – Is the user trying to research? Compare the competition? Or make a decision? •  Competition – Who are the other top results? What are they offering on their landing pages? •  Category – What type of information shows up? Editorial? Promotional? Corporate-speak? •  How can your offer best match the expectations from this keyword? Hello@HappyMarketer.com
    78. 78. What Makes Bad Keywords •  Generic, broad phrases (e.g. health tips) •  Most single word phrases (e.g. hair or bald) •  Too few searches •  Words that aren’t in the customer’s dictionary •  Anything with a celebrity’s name in it Hello@HappyMarketer.com
    79. 79. What Make Good Keywords •  Problems your customers face •  Solutions your customers are looking for •  Buzz words industry specific words •  Popular (enough searches) Hello@HappyMarketer.com
    80. 80. Your Must Have Keywords •  Your company name •  Your brand names •  Your management team •  Your proprietary IP It’s not optional to market to these keywords! Write it these keywords out! Hello@HappyMarketer.com
    81. 81. 1. Keywords Hello@HappyMarketer.com
    82. 82. Select Keywords by … •  Subjective relevance –  Would I want this keyword associated with my brand? •  Estimated conversion –  Will it lead to a sale? Or will it attract just surfers? •  Past Data Trends –  Actual conversion data from Analytics/AdWords •  Amount of competition –  Is your budget big enough to fight for this keyword? Hello@HappyMarketer.com
    83. 83. https://adwords.google.com/select/KeywordToolExternal Hello@HappyMarketer.com
    84. 84. Keyword Research Steps 1.  Brain Dump: list down all important keywords you can think of. 2.  Find Additional keywords: use modifiers and use the Google Keyword tool to find new keyword ideas 3.  Sort it out: organise keywords into similar categories or groups 4.  Find traffic volume for keywords using the Google Keyword tool 5.  Rate each keyword with level of relevance to your business: 1) Critical (keyword), 2) relevant, 3) not relevant. 6.  Pick your top keywords for each category 7.  Map to relevant page the top keywords in category Hello@HappyMarketer.com
    85. 85. 1. Brain Dump List down all important keywords you can think of. Hello@HappyMarketer.com
    86. 86. Start with your Seed List of Keywords •  Travel •  Hotels •  Air Tickets •  Holiday •  Travel Deals •  Vacation Hello@HappyMarketer.com
    87. 87. http://visualthesaurus.com/ Hello@HappyMarketer.com
    88. 88. 2. Find Additional keywords Use modifiers to find variations of initial keywords Hello@HappyMarketer.com
    89. 89. Find Additional keywords Use the Google Keyword tool to find new keyword ideas Hello@HappyMarketer.com
    90. 90. Expand by adding more Modifiers •  More specific keywords •  Location •  Language •  Changing Columns •  Using Site-based Suggestions Hello@HappyMarketer.com
    91. 91. 3. Sort it out Organize keywords into similar categories, groups or themes Hello@HappyMarketer.com
    92. 92. 4. Find traffic volume Use the Google Keyword tool to find traffic volumes Hello@HappyMarketer.com
    93. 93. 4. Find traffic volume Download the traffic volumes from the Google Keyword tool Hello@HappyMarketer.com
    94. 94. 5. Rate relevance of keywords Which keywords are most relevant? Best matched to site? Hello@HappyMarketer.com
    95. 95. 6. Pick your top keywords Best combination of traffic and relevance Hello@HappyMarketer.com
    96. 96. 7. Map to relevant page For the top keywords in category, what pages are most relevant? Hello@HappyMarketer.com
    97. 97. 2. Architecture Hello@HappyMarketer.com
    98. 98. Site Architecture / Sitemap is Critical •  The GoogleBot’s Life –  Your sitemap links are the language it understands –  If it’s not content rich, it won’t rank you •  Focused content –  You need one optimized page per keyword –  Should have content, relevant media links •  Rich in Content –  More Pages = More Authority –  All pages should be interlinked with navigation subnav Hello@HappyMarketer.com
    99. 99. Excel Sitemap-Keyword Mapping Hello@HappyMarketer.com
    100. 100. Architecture– Links Calls to Action •  HTML links to other sites, or other pages increase the weight of a landing page •  Link to other relevant articles •  Relevant products •  Avoid paid links Hello@HappyMarketer.com
    101. 101. E.g. Copyblogger Hello@HappyMarketer.com
    102. 102. Architecture – Internal Links •  Internal linking should be clear •  Avoid flash navigation •  Avoid image navigation •  Clear, text navigation is best Hello@HappyMarketer.com
    103. 103. 3. Relevant Content Hello@HappyMarketer.com
    104. 104. Heading – Titles •  title Copywriting Jobs: Latest Singapore Job Listing on 9th July 2011/title •  Google will display 65 characters •  So, you can’t stuff 1000 keywords in there! •  But the TITLE tag is the most important for on-page SEO Hello@HappyMarketer.com
    105. 105. Heading – Meta Description •  Meta Description Tag –  meta name=“description” content=“The best …” •  Place after the Title Tag •  Works with the Title Tag to get the click •  Attempt to work an “offer” into the description •  Keep this tag to 150 characters or less Hello@HappyMarketer.com
    106. 106. Content– Title Tags •  First, most prominent piece of text for any page on your site –  First function, search engine visibility –  Second function, call to action •  Unique, descriptive title of 5 to 10 words (69 to 75 characters) –  First three words – keyword –  Ensure it’s a phrase people can read Hello@HappyMarketer.com
    107. 107. Title Tags: Things To Avoid •  “Home page” •  “This web page uses frames, but your browser doesn’t support them” •  “Insert keywords here” •  “Relocate” •  “Untitled Document” Hello@HappyMarketer.com
    108. 108. Content – Heading Tags •  h1 and h2 tags tell Google what’s important •  h1 is most important, h6 is least •  Avoid using images, HTML formatting flash for headlines. Use CSS formatting instead. •  Write multiple headlines relating to the topic •  Focus on conversion – lead user to an end result Hello@HappyMarketer.com
    109. 109. Sub-Headings •  Helps break up the article into small “chunks” •  Break up your article into 1-3 paragraph “chunks”, each having its own sub-heading •  Getting keyword phrase into sub-heading isn’t required, but look for opportunities •  Use synonyms when appropriate Hello@HappyMarketer.com
    110. 110. Content – Body Text •  Google also measures –  keyword proximity and –  Keyword density •  In each landing page, let the main keyword appear 3 to 10 times •  Keep the body of the text between 400 and 900 words Hello@HappyMarketer.com
    111. 111. Body Copy •  This is the “meat” of the information •  Focus on the goal and Call to Action •  Get to the point, don’t waste the visitors’ time •  Avoid Over-Optimization –  Too many keywords in body –  High percentage of anchor text Hello@HappyMarketer.com
    112. 112. On-Page SEO Copywriting Steps 1.  Gather and categorize content on page to be optimized 2.  Write Page Title (65 char max) 3.  Write Meta Description (150 char max) 4.  Write Body content title/sub titles/paragraph text 5.  Ensure internal links include correct keyword Hello@HappyMarketer.com
    113. 113. 1. Gather and categorize content •  On the page to be optimized … –  Brainstorm possible ideas for chosen keyword –  Pick different areas of the topic –  Answer different questions about the keyword –  Break down a complex thought into several sections •  Example: “Nursing Jobs” Hello@HappyMarketer.com
    114. 114. 2. Write Page Title (65 char max) Examples 1. Nursing Jobs in Singapore 2. Nursing Jobs in Singapore – Ministry of Health 3. Nursing Jobs – Frequently Asked Questions 4. 5 things to know about Nursing Jobs in Singapore 5. Nursing jobs – Applications and Instructions Hello@HappyMarketer.com
    115. 115. 3. Write Meta Description (150 char max) Nursing Jobs in Singapore – Ministry of Health This Ministry of Health article outlines the availability of nursing jobs inSingapore from 2011-2015 Nursing Jobs – Frequently Asked Questions Interested in being a nurse or health care professional in Singapore?This FAQ answers the 21 most asked questions foreign applicants have. Hello@HappyMarketer.com
    116. 116. 4. Write Body: title/sub titles/paragraph text h1 Nursing Jobs in Singapore – Frequently asked Questions. /h1 h2What kind of nursing employment work opportunities are available inSingapore?/h2 Answers: Blah blah blah h2What degrees / education qualifications do I need to qualify? /h2 Answers: Blah blah blah h2 Is the job application online – offline /h2 Answers: Blah blah blah Hello@HappyMarketer.com
    117. 117. 5. Create internal links •  Ensure internal links include correct keywords •  Make sure the keyword is linked, not “click here” •  Search Your site for target keyword and link to that page being optimized for that keyword Nursing Jobs Hello@HappyMarketer.com
    118. 118. 4. Authority Links Hello@HappyMarketer.com
    119. 119. The Original PageRank Algorithm Hello@HappyMarketer.com
    120. 120. Link Popularity - Directories •  Directory Submissions –  Outsource to an external company –  http://www.submitinme.com/default.aspx •  Almost extinct, don’t spend too much effort Hello@HappyMarketer.com
    121. 121. Link Popularity - Blogs •  A blog is a natural link magnet •  People are encouraged to cross-link, comment •  Start a blog on your topic •  Write articles relating to your major keywords •  Submit blog to major RSS feed directories •  Find other blogs and manually leave comments, build friendship for cross-links Hello@HappyMarketer.com
    122. 122. Link Popularity – Press Releases Articles •  Articles –  Less relevant, more of a numbers game –  Rarely lead to conversions, but great for PageRank •  Press Releases –  Harder to craft, more exclusive, more expensive –  Can lead to spurt of traffic sales –  Must have a newsworthy element to it Hello@HappyMarketer.com
    123. 123. 5. Trouble Signs Hello@HappyMarketer.com
    124. 124. Flash Websites Hello@HappyMarketer.com
    125. 125. Sites with Frames Hello@HappyMarketer.com
    126. 126. URLs / Page Titles that don’t change Hello@HappyMarketer.com
    127. 127. Types of Spam (Page 1) •  Reciprocal Link Trading •  Cloaking •  Promoting Keywords not related to your Web Site •  Keyword Stacking •  Keyword Stuffing •  Hidden Text •  Tiny Text •  Hidden Links Hello@HappyMarketer.com
    128. 128. Types of Spam (Page 2) •  Artificial Link Farms •  Redirects •  Mirror or Duplicate Pages •  Doorway Pages, Gateway Pages or Hallway Pages •  Domain spam Mirror Sites •  Typo spam and Cybersquatting •  Automated Blog Spam Hello@HappyMarketer.com
    129. 129. 6. Experience on Site Hello@HappyMarketer.com
    130. 130. Usability – Speed of Loading •  Major factor in Landing page quality score for both SEO and PPC •  Slow pages = bad user experience •  Shoot for less than 100 kb •  Optimize by lowering image quality, less graphics and cleaning up code Hello@HappyMarketer.com
    131. 131. Usability – Clear Branding •  Have a clear logo on top right, contact information on top left •  Headline –  Large font –  4-8 words –  Clearly spell out what’s on the page –  Have a benefit for the reader –  Probably contains keywords Hello@HappyMarketer.com
    132. 132. Usability – Ease of Reading •  Text –  Use common fonts (Arial, Verdana, Sans Serif) –  Use bold dark colors on white background –  Have headlines and short paragraphs •  Images Videos –  Have an explanatory image or video –  Keep the good stuff above the fold Hello@HappyMarketer.com
    133. 133. Usability – Time Spent on Site •  Google can track how many people click the “back” button •  People can also move pages up or down in rankings •  Watch your web analytics –  Keep the bounce rate down –  Increase the time spent on site Hello@HappyMarketer.com
    134. 134. Offline Online Hello@HappyMarketer.com
    135. 135. Hello@HappyMarketer.com
    136. 136. PFL Hello@HappyMarketer.com
    137. 137.     www.happymarketer.com  www.facebook.com/HappyMarketer   @hmarketer  

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