Content Strategy-Digital Marketing Workshop

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This workshop will teach you how to create a content strategy for your business blog. You'll learn how to focus on what's most important to your customers, share your expertise and promote your products and services. You'll learn a framework for organizing themes, topics and research. You'll learn the basics of sharing your blog posts through social networks so you can track conversations and engagement.

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  • Content Strategy-Digital Marketing Workshop

    1. 1. The Internet has fundamentally transformedthe way people discover, share, connect andshop. It’s time for marketers to transform theway they connect and communicate with their Andrew Hunt The Inbound Sales Network
    2. 2. Digital Marketing Workshop How to create a content strategy. Presented by:
    3. 3. Jeff MasonPrincipal, Creative Director @herostudioHero Design Studio blog.herodesignstudio.com
    4. 4. Workshop DownloadsPresentation http://db.tt/NqMb6kjP
    5. 5. Content connects.Connections start conversations.
    6. 6. Engaging with people is the wayyour business will survive in thesearch-driven, social-media-disrupted world.
    7. 7. The objective of a business blog,the objective of content, is toshare your expertise, createrelevance for your services and
    8. 8. To connect with customers andstart conversations, create contentthat is: searchable useful sharable
    9. 9. Today’s WorkshopPart 1 You’ve got a blog. Now what?Part 2 Your Brand Promise & Your Ideal Client.Part 3 KeywordsPart 4 Content Themes & TopicsPart 5 Content SourcesPart 6 Publishing
    10. 10. Part 1You’ve got a blog.Now what?
    11. 11. The Situation:Many businesses recognize theimportance of search, online marketingand social media, and have moved toadapt and participate.
    12. 12. The Cause:Buyers, shoppers, clients and partnershave moved online.When interested in a product or company,
    13. 13. Where a connected customer looks first•Company website 50%•Search engine 48%•Friends and peers 30%•Family 22%•Social networks 20%
    14. 14. Content drives digital marketing. •Website pages •Blog posts •Social media posts and status updates •Videos •Ebooks, Reports, White Papers •Webinars •Newsletters
    15. 15. Quality content earns search results. Your Blog & Social Content Your Website Content A bigger online footprint.
    16. 16. You Need to Know:Who is searching?What are they lookingHow are they finding
    17. 17. You Need to Know:Who is searching? Know your idealWhat are they lookingHow are they finding
    18. 18. You Need to Know:Who is searching? Know your idealWhat are they looking Know their needs andHow are they finding
    19. 19. You Need to Know:Who is searching? Know your idealWhat are they looking Know their needs andHow are they finding Know the keywords they
    20. 20. Part 2Your Brand Promise andYour Ideal Client.
    21. 21. The foundation of your contentstrategy is your brand promise. A statement of enduring, relevant and distinctive benefits.
    22. 22. Brand Promise example from Nike:To bring inspiration and innovation to every athlete in the world.
    23. 23. Verb (how) — Target (who) — Outcome (what)To bring inspiration and innovation to every athlete in the world.
    24. 24. WorksheetWrite your Brand Promise.:05 min.
    25. 25. An engaging blog post is notwritten for a generic “them”.To make a connection, you have
    26. 26. Write for your Ideal Client.
    27. 27. Create a client persona.•Demographics•Psychographics•Needs•Interests•Behaviors - online
    28. 28. Persona ExampleAndy WrightGraduate StudentInformation Studieshttp://bit.ly/H7cQCySource: wiki.fluidproject.org Text
    29. 29. Be specific. Create a real person. Make guesses to start.
    30. 30. WorksheetWrite your own client persona.:05 min.Questions?
    31. 31. Focus your content strategywhere your brand promise and the needs & interests of your ideal client overlap.
    32. 32. Focus HereYour Ideal ClientBrand Needs &
    33. 33. Your Ideal ClientTheir needs & interests
    34. 34. Part 3Keywords
    35. 35. Keywords are:The words and phrases people use to search for things that interest them or solve their problem.
    36. 36. Keywords connect:Search Content
    37. 37. 3 Types of KeywordsBrand KeywordsSolution KeywordsProblem
    38. 38. 3 Types of KeywordsBrand Keywords Directly related to the name ofSolution KeywordsProblem
    39. 39. 3 Types of KeywordsBrand Keywords Directly related to the name ofSolution KeywordsDescribing your products orProblem
    40. 40. 3 Types of KeywordsBrand Keywords Directly related to the name ofSolution KeywordsDescribing your products orProblem Describing the problem the
    41. 41. Keyword Length Short tail Long tail •1-2 words long •3-4 words long •More web traffic •Less web traffic •Less targeted •More targeted •More •Less competitive
    42. 42. Dyson ExampleDyson Vacuum Cleaners Brand KeywordVacuum cleaners Solution KeywordUpright bagless vacuum cleaners Solution KeywordBest vacuum cleaner for pet Problem
    43. 43. WorksheetMake a keyword list:05 min.Questions?
    44. 44. Part 4Content Themes & Topics
    45. 45. Themes = the big buckets that organize your content.Topics = specific ideas within
    46. 46. Focus On The Overlap Your Ideal Client Brand Needs &Valuable Themes and Topics come from the overlap.
    47. 47. Brand, solution and problem-based keywords help identify the right content themes & topics.
    48. 48. 4 Common Types of ThemesProduct or serviceType of customerArea ofPersonal
    49. 49. 4 Common Types of ThemesProduct or service What you do or sell.Type of customerArea ofPersonal
    50. 50. 4 Common Types of ThemesProduct or service What you do or sell.Type of customer Who you serve.Area ofPersonal
    51. 51. 4 Common Types of ThemesProduct or service What you do or sell.Type of customer Who you serve.Area of What you know best.Personal
    52. 52. 4 Common Types of ThemesProduct or service What you do or sell.Type of customer Who you serve.Area of What you know best.Personal What you are passionate
    53. 53. Focus each theme aroundshort-tail keywords of 1–2 words.
    54. 54. Part 4.1Content Themes
    55. 55. Example: Dog Grooming BusinessPet Grooming, Pet Boarding, Pet Product or service Type of customer Area of Personal
    56. 56. Example: Dog Grooming BusinessPet Grooming, Pet Boarding, Pet Product or serviceDog Breeders, Single Executives Type of customer Area of Personal
    57. 57. Example: Dog Grooming BusinessPet Grooming, Pet Boarding, Pet Product or serviceDog Breeders, Single Executives Type of customerStandard Poodles, Big Breeds Area of Personal
    58. 58. Example: Dog Grooming BusinessPet Grooming, Pet Boarding, Pet Product or serviceDog Breeders, Single Executives Type of customerStandard Poodles, Big Breeds Area ofAgility Competitions, Dog Personal
    59. 59. Themes: Dog Grooming Business Themes Dog Grooming Standard Poodle Dog Agility dog groomers standard red dog agility training Keyword pet groomers poodle disposition dog agility equipment dog grooming poodle history dog agility clubs
    60. 60. WorksheetCreate your own contentthemes.:05 min.
    61. 61. Part 4.2Content Topics
    62. 62. Themes = the big buckets that organize your content.Topics = specific ideas within
    63. 63. Plan 3-5 topics Themebeneath each theme. Topic 1 Topic 2Topics become the subject Topic 3 Topic 4 Topic 5
    64. 64. 4 Common Types of TopicsSpecific productChallenge orCommon taskExpert
    65. 65. 4 Common Types of TopicsSpecific product Something you sell.Challenge orCommon taskExpert
    66. 66. 4 Common Types of TopicsSpecific product Something you sell.Challenge or A problem your customers need toCommon taskExpert
    67. 67. 4 Common Types of TopicsSpecific product Something you sell.Challenge or A problem your customers need toCommon task Something you often do forExpert
    68. 68. 4 Common Types of TopicsSpecific product Something you sell.Challenge or A problem your customers need toCommon task Something you often do forExpert Knowledge gained from
    69. 69. Example: Dog Grooming themeGrooming the standard Poodle Specific product Challenge or Common task Expert insight
    70. 70. Example: Dog Grooming themeGrooming the standard Poodle Specific productGrooming an anxious dog Challenge or Common task Expert insight
    71. 71. Example: Dog Grooming themeGrooming the standard Poodle Specific productGrooming an anxious dog Challenge orTrimming dog nails Common task Expert insight
    72. 72. Example: Dog Grooming themeGrooming the standard Poodle Specific productGrooming an anxious dog Challenge orTrimming dog nails Common taskBest shampoo for short-hair Expert insight
    73. 73. Focus each topic around
    74. 74. Part 4.3Hierarchy of Topics
    75. 75. Organize Topics in a HierarchyLevel 3Level 2Level 1
    76. 76. Organize Topics in a HierarchyLevel 3 Concepts (Big Ideas)Level 2Level 1
    77. 77. Organize Topics in a HierarchyLevel 3 Concepts (Big Ideas)Level 2 Application (Case Studies)Level 1
    78. 78. Organize Topics in a HierarchyLevel 3 Concepts (Big Ideas)Level 2 Application (Case Studies)Level 1 Elements (A part of the big idea or
    79. 79. Hierarchy ExampleLevel 3 Concept The Toy Poodle: A Best-in-ShowLevel 2 Applicati Why a Toy will win Westminster inLevel 1 Elemen Choosing a show-cut for your toy
    80. 80. Topics become the subject of thecontent you create. •Website pages •Blog posts •Social media posts and status updates •Videos •Ebooks, Reports, White Papers •Webinars
    81. 81. WorksheetAdd content topics beneathyour themes.:05 min.
    82. 82. Part 5Content Sources
    83. 83. Mix original and curated content.
    84. 84. Content Curation is a term that describesthe act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue.
    85. 85. How to Curate Content1. Find relevant, insightful and useful content for your Ideal Clients2. Add value by overlaying your own comments and perspective3. Give credit and link to the original sources and their social accounts
    86. 86. Original Curated ContentContent You Create Content you find and share.You & your Industry blogs & websitesGuest writers Social MediaPaid writers News & events
    87. 87. Part 6Publishing
    88. 88. Where will you publish your content?Brand Media Earned Media Social Media Paid Media Blog Influencer Networks YouTube Google Adwords Website Public Speaking Twitter Facebook Ads Email Press Coverage Facebook Publications Event Linkedin TV
    89. 89. Networking Events Advertising PR Paid SearchEmail Mktg Corp Website Blog Social Media Blog Content Facebook promoted in social media Subscribers Blog Content added to Feeding into email list Twitter website Linkedin Single Blog Post Youtube Increased Site Traffic Increased Site Traffic
    90. 90. Help people share it. 1. Add social sharing to your blog and website. 2. Share links on Twitter, Facebook and Linkedin. 3. Link newsletter/email content back to you blog.
    91. 91. Track everything you can.1. Install Google Analytics on you website and blog.2. Use URL shorteners for links you share - Bit.ly or Ow.ly3. Use social media tools that include tracking - HootSuite.com4. Use email tools that have have tracking - MailChimp.com5. Use the analytics that are built into Facebook, Linkedin, YouTube6. Get a Klout.com account to track your social influence.
    92. 92. Summary6 Take-aways
    93. 93. 1Quality content creates engagement with customers, partners and
    94. 94. 2Create content that is searchable,
    95. 95. 3Write for your Ideal Client.
    96. 96. 4Where your brand promise andideal client overlap, should be the focus of your content.
    97. 97. 5Create value with a mix of original and curated content.
    98. 98. 6Help people share
    99. 99. Questions?
    100. 100. Thanks.Jeff Masonjeff@herodesignstudio.com
    101. 101. Workshop DownloadsPresentation http://db.tt/NqMb6kjP
    102. 102. ResourcesHubspot.comMarketingprofs.comSEOMoz.comThinkwithgoogle.comBriansolis.comDucttapemarketing.com/blogBuyerology.comChrisbrogan.com

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