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Creating Killer                            Content                             for blogs & videoFriday, November 2, 12
Mike Henderson                     •i’m a marketerFriday, November 2, 12
Mike Henderson                     •i’m a bloggerFriday, November 2, 12
My other blog is a blog                     •Are you a blogger or a marketer?Friday, November 2, 12
Blogger        Marketer        Tells Stories                      Posts Press Releases        Reports news                ...
5 Steps to Blogging                     1. (optional) Hire (or rent) a blogger                     2. Create content and b...
Advertising is                           the new black                     •Advertising buys eyeballs                     ...
Advertising is                         the new blackFriday, November 2, 12
Killer Content                     •Be creativeFriday, November 2, 12
Targeted Sections                     •Mechanical Monday                     •Time Lapse Tuesday                     •Word...
Post Every Day                     •This slide intentionally left blankFriday, November 2, 12
Cover The Bases                     •Stories from visitors                     •Tips: Travel, Ski, Ride, golf, etc...     ...
What’s Interesting?          Source: http://www.parkcitymountain.com/site/blog/authors/travis/we-mowFriday, November 2, 12
Rent-A-BloggerFriday, November 2, 12
User Focused                     •Focus on the searcher, not the                         search termFriday, November 2, 12
McDonalds                           (Canada)Friday, November 2, 12
Work The Long Tail         •Search drives visits for content sites         •High # of low value terms drive high traffic  ...
Work The Long Tail                     •Content ideas...Friday, November 2, 12
Work The Long Tail                         Source: http://www.xotels.com/en/marketing/destination-internet-marketingFriday...
Google Webmaster ToolsFriday, November 2, 12
Expand Your Reach                     •Guest BloggingFriday, November 2, 12
Guest Blogging                     •Good for SEO                     •Good for Authority                     •Taps into ne...
Guest Blogging?                     •Because it’s off topic (content)                     •Builds community (interaction) ...
Guest Blogging?                         What a guest blogger wants                     •Mention of their name             ...
Guest Blogging                              Where to look                     •Other DMOs                     •Enthusiast ...
Image Content             Photo galleries     Easy consumption             Instagrams           Effortless sharing        ...
If This Then That                     •Collect your content in one place                     •ifttt.comFriday, November 2,...
MemesFriday, November 2, 12
Memes?                     •When 1 million people have the                         same stupid idea at the same timeFriday...
MemesFriday, November 2, 12
Cross the StreamsFriday, November 2, 12
Read a Lot                                 (on your iPad)                     •Flip Board (major brands & journals)       ...
Comment A Lot                     •Disqus                     •WordPress                     •Blogger                     ...
Write a Lot                              (on your iPad)                     •Evernote                     •IA Writer      ...
Blog Anywhere                               (on your iPad)                     •Blogsy                     •WordPress AppF...
Link Your Media                     •IFTTT: Instagram > Flickr > Facebook                         > Dropbox > Blog        ...
Video                     •Everyone’s doing itFriday, November 2, 12
DIY Video                                   (yes you can)                     1. Dedicated Staff                     2. Tr...
DIY Video                                 Do It Right                         Don’t                   Do        Shoot Vert...
DIY Video Gear                         Photography & Cinema Shark ClipFriday, November 2, 12
DIY Video Gear                         Photography & Cinema Pistol GripFriday, November 2, 12
DIY Video Gear                             Mini Ball HeadFriday, November 2, 12
DIY Video Gear                            Zoom h1 RecorderFriday, November 2, 12
DIY Video Gear                         iMovie & Adobe Premiere Elements 11Friday, November 2, 12
Go BeyondFriday, November 2, 12
McDonalds                                 (Canada)                     •Video FAQ                     •Transparency       ...
McDonalds                                   (USA)                     •Commercials                     •(people hate comme...
Video Content                             (Scenic)Friday, November 2, 12
Video Content                             (Time Lapse)Friday, November 2, 12
Video Content                             (Tilt Shift)Friday, November 2, 12
Video Content                            (Copywriting)Friday, November 2, 12
Video Content                              (Stoke)Friday, November 2, 12
Video Content                             (Inspire)Friday, November 2, 12
Video Content                             (Entertain)Friday, November 2, 12
Better Video                             (Titles)Friday, November 2, 12
Better Video                           (Poster Frame)Friday, November 2, 12
Content                     •Kill it.Friday, November 2, 12
Thank You     www.arbor-glyph.com     mike@arbor-glyph.comFriday, November 2, 12
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Creating Killer content

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A presentation on how to create better blog and video content for travel and destination marketers.

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Transcript of "Creating Killer content"

  1. 1. Creating Killer Content for blogs & videoFriday, November 2, 12
  2. 2. Mike Henderson •i’m a marketerFriday, November 2, 12
  3. 3. Mike Henderson •i’m a bloggerFriday, November 2, 12
  4. 4. My other blog is a blog •Are you a blogger or a marketer?Friday, November 2, 12
  5. 5. Blogger Marketer Tells Stories Posts Press Releases Reports news Announces new products Reviews restaurants Highlights partner products Loves travel Loves travel data Finds awesome photos Asks readers to post photos Develops a readership Develops an email listFriday, November 2, 12
  6. 6. 5 Steps to Blogging 1. (optional) Hire (or rent) a blogger 2. Create content and build an audience for that content 3. Leverage destination brand messages against that content 4. (something... something...) 5. PROFIT!Friday, November 2, 12
  7. 7. Advertising is the new black •Advertising buys eyeballs •Good content buys likes & sharesFriday, November 2, 12
  8. 8. Advertising is the new blackFriday, November 2, 12
  9. 9. Killer Content •Be creativeFriday, November 2, 12
  10. 10. Targeted Sections •Mechanical Monday •Time Lapse Tuesday •Wordless Wednesday •Photo of The Day •Video of The DayFriday, November 2, 12
  11. 11. Post Every Day •This slide intentionally left blankFriday, November 2, 12
  12. 12. Cover The Bases •Stories from visitors •Tips: Travel, Ski, Ride, golf, etc... •History •Video/Photo Contests •Trivia Source: Slopfillers.comFriday, November 2, 12
  13. 13. What’s Interesting? Source: http://www.parkcitymountain.com/site/blog/authors/travis/we-mowFriday, November 2, 12
  14. 14. Rent-A-BloggerFriday, November 2, 12
  15. 15. User Focused •Focus on the searcher, not the search termFriday, November 2, 12
  16. 16. McDonalds (Canada)Friday, November 2, 12
  17. 17. Work The Long Tail •Search drives visits for content sites •High # of low value terms drive high traffic •People WILL click past the first pageFriday, November 2, 12
  18. 18. Work The Long Tail •Content ideas...Friday, November 2, 12
  19. 19. Work The Long Tail Source: http://www.xotels.com/en/marketing/destination-internet-marketingFriday, November 2, 12
  20. 20. Google Webmaster ToolsFriday, November 2, 12
  21. 21. Expand Your Reach •Guest BloggingFriday, November 2, 12
  22. 22. Guest Blogging •Good for SEO •Good for Authority •Taps into new audience •Free [killer] ContentFriday, November 2, 12
  23. 23. Guest Blogging? •Because it’s off topic (content) •Builds community (interaction) •Builds social credibility (link bait)Friday, November 2, 12
  24. 24. Guest Blogging? What a guest blogger wants •Mention of their name •Bump in traffic •Long term link •A freebie (sometimes)Friday, November 2, 12
  25. 25. Guest Blogging Where to look •Other DMOs •Enthusiast blogs •Daddy/Mommy blogsFriday, November 2, 12
  26. 26. Image Content Photo galleries Easy consumption Instagrams Effortless sharing Social photos Highly viralFriday, November 2, 12
  27. 27. If This Then That •Collect your content in one place •ifttt.comFriday, November 2, 12
  28. 28. MemesFriday, November 2, 12
  29. 29. Memes? •When 1 million people have the same stupid idea at the same timeFriday, November 2, 12
  30. 30. MemesFriday, November 2, 12
  31. 31. Cross the StreamsFriday, November 2, 12
  32. 32. Read a Lot (on your iPad) •Flip Board (major brands & journals) •Mr. Reader (Blogs and RSS feeds) •Feedly (Blogs and RSS feeds) •Instapaper •StumbleUpon •Reddit (600 lb Twinkie)Friday, November 2, 12
  33. 33. Comment A Lot •Disqus •WordPress •Blogger •Intense DebateFriday, November 2, 12
  34. 34. Write a Lot (on your iPad) •Evernote •IA Writer •Google DocsFriday, November 2, 12
  35. 35. Blog Anywhere (on your iPad) •Blogsy •WordPress AppFriday, November 2, 12
  36. 36. Link Your Media •IFTTT: Instagram > Flickr > Facebook > Dropbox > Blog •Buffer: Share to Facebook or Twitter some time laterFriday, November 2, 12
  37. 37. Video •Everyone’s doing itFriday, November 2, 12
  38. 38. DIY Video (yes you can) 1. Dedicated Staff 2. Trained Staff 3. Central Editorial Control 4. TimeFriday, November 2, 12
  39. 39. DIY Video Do It Right Don’t Do Shoot Vertical Video Shoot in Landscape Rely on camera mic Monitor your audio Hand-hold shaky footage Use a tripod Post unedited video Use video editing software Just throw it together Make a planFriday, November 2, 12
  40. 40. DIY Video Gear Photography & Cinema Shark ClipFriday, November 2, 12
  41. 41. DIY Video Gear Photography & Cinema Pistol GripFriday, November 2, 12
  42. 42. DIY Video Gear Mini Ball HeadFriday, November 2, 12
  43. 43. DIY Video Gear Zoom h1 RecorderFriday, November 2, 12
  44. 44. DIY Video Gear iMovie & Adobe Premiere Elements 11Friday, November 2, 12
  45. 45. Go BeyondFriday, November 2, 12
  46. 46. McDonalds (Canada) •Video FAQ •Transparency •Great contentFriday, November 2, 12
  47. 47. McDonalds (USA) •Commercials •(people hate commercials)Friday, November 2, 12
  48. 48. Video Content (Scenic)Friday, November 2, 12
  49. 49. Video Content (Time Lapse)Friday, November 2, 12
  50. 50. Video Content (Tilt Shift)Friday, November 2, 12
  51. 51. Video Content (Copywriting)Friday, November 2, 12
  52. 52. Video Content (Stoke)Friday, November 2, 12
  53. 53. Video Content (Inspire)Friday, November 2, 12
  54. 54. Video Content (Entertain)Friday, November 2, 12
  55. 55. Better Video (Titles)Friday, November 2, 12
  56. 56. Better Video (Poster Frame)Friday, November 2, 12
  57. 57. Content •Kill it.Friday, November 2, 12
  58. 58. Thank You www.arbor-glyph.com mike@arbor-glyph.comFriday, November 2, 12
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