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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 …

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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  • Transcript

    • 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. Digital Marketing Workshop How to create a content strategy. Presented by:
    • 3. Jeff MasonPrincipal, Creative Director @herostudioHero Design Studio blog.herodesignstudio.com
    • 4. Workshop DownloadsPresentation http://db.tt/NqMb6kjP
    • 5. Content connects.Connections start conversations.
    • 6. Engaging with people is the wayyour business will survive in thesearch-driven, social-media-disrupted world.
    • 7. The objective of a business blog,the objective of content, is toshare your expertise, createrelevance for your services and
    • 8. To connect with customers andstart conversations, create contentthat is: searchable useful sharable
    • 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. Part 1You’ve got a blog.Now what?
    • 11. The Situation:Many businesses recognize theimportance of search, online marketingand social media, and have moved toadapt and participate.
    • 12. The Cause:Buyers, shoppers, clients and partnershave moved online.When interested in a product or company,
    • 13. Where a connected customer looks first•Company website 50%•Search engine 48%•Friends and peers 30%•Family 22%•Social networks 20%
    • 14. Content drives digital marketing. •Website pages •Blog posts •Social media posts and status updates •Videos •Ebooks, Reports, White Papers •Webinars •Newsletters
    • 15. Quality content earns search results. Your Blog & Social Content Your Website Content A bigger online footprint.
    • 16. You Need to Know:Who is searching?What are they lookingHow are they finding
    • 17. You Need to Know:Who is searching? Know your idealWhat are they lookingHow are they finding
    • 18. You Need to Know:Who is searching? Know your idealWhat are they looking Know their needs andHow are they finding
    • 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. Part 2Your Brand Promise andYour Ideal Client.
    • 21. The foundation of your contentstrategy is your brand promise. A statement of enduring, relevant and distinctive benefits.
    • 22. Brand Promise example from Nike:To bring inspiration and innovation to every athlete in the world.
    • 23. Verb (how) — Target (who) — Outcome (what)To bring inspiration and innovation to every athlete in the world.
    • 24. WorksheetWrite your Brand Promise.:05 min.
    • 25. An engaging blog post is notwritten for a generic “them”.To make a connection, you have
    • 26. Write for your Ideal Client.
    • 27. Create a client persona.•Demographics•Psychographics•Needs•Interests•Behaviors - online
    • 28. Persona ExampleAndy WrightGraduate StudentInformation Studieshttp://bit.ly/H7cQCySource: wiki.fluidproject.org Text
    • 29. Be specific. Create a real person. Make guesses to start.
    • 30. WorksheetWrite your own client persona.:05 min.Questions?
    • 31. Focus your content strategywhere your brand promise and the needs & interests of your ideal client overlap.
    • 32. Focus HereYour Ideal ClientBrand Needs &
    • 33. Your Ideal ClientTheir needs & interests
    • 34. Part 3Keywords
    • 35. Keywords are:The words and phrases people use to search for things that interest them or solve their problem.
    • 36. Keywords connect:Search Content
    • 37. 3 Types of KeywordsBrand KeywordsSolution KeywordsProblem
    • 38. 3 Types of KeywordsBrand Keywords Directly related to the name ofSolution KeywordsProblem
    • 39. 3 Types of KeywordsBrand Keywords Directly related to the name ofSolution KeywordsDescribing your products orProblem
    • 40. 3 Types of KeywordsBrand Keywords Directly related to the name ofSolution KeywordsDescribing your products orProblem Describing the problem the
    • 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. Dyson ExampleDyson Vacuum Cleaners Brand KeywordVacuum cleaners Solution KeywordUpright bagless vacuum cleaners Solution KeywordBest vacuum cleaner for pet Problem
    • 43. WorksheetMake a keyword list:05 min.Questions?
    • 44. Part 4Content Themes & Topics
    • 45. Themes = the big buckets that organize your content.Topics = specific ideas within
    • 46. Focus On The Overlap Your Ideal Client Brand Needs &Valuable Themes and Topics come from the overlap.
    • 47. Brand, solution and problem-based keywords help identify the right content themes & topics.
    • 48. 4 Common Types of ThemesProduct or serviceType of customerArea ofPersonal
    • 49. 4 Common Types of ThemesProduct or service What you do or sell.Type of customerArea ofPersonal
    • 50. 4 Common Types of ThemesProduct or service What you do or sell.Type of customer Who you serve.Area ofPersonal
    • 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. 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. Focus each theme aroundshort-tail keywords of 1–2 words.
    • 54. Part 4.1Content Themes
    • 55. Example: Dog Grooming BusinessPet Grooming, Pet Boarding, Pet Product or service Type of customer Area of Personal
    • 56. Example: Dog Grooming BusinessPet Grooming, Pet Boarding, Pet Product or serviceDog Breeders, Single Executives Type of customer Area of Personal
    • 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. 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. 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. WorksheetCreate your own contentthemes.:05 min.
    • 61. Part 4.2Content Topics
    • 62. Themes = the big buckets that organize your content.Topics = specific ideas within
    • 63. Plan 3-5 topics Themebeneath each theme. Topic 1 Topic 2Topics become the subject Topic 3 Topic 4 Topic 5
    • 64. 4 Common Types of TopicsSpecific productChallenge orCommon taskExpert
    • 65. 4 Common Types of TopicsSpecific product Something you sell.Challenge orCommon taskExpert
    • 66. 4 Common Types of TopicsSpecific product Something you sell.Challenge or A problem your customers need toCommon taskExpert
    • 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. 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. Example: Dog Grooming themeGrooming the standard Poodle Specific product Challenge or Common task Expert insight
    • 70. Example: Dog Grooming themeGrooming the standard Poodle Specific productGrooming an anxious dog Challenge or Common task Expert insight
    • 71. Example: Dog Grooming themeGrooming the standard Poodle Specific productGrooming an anxious dog Challenge orTrimming dog nails Common task Expert insight
    • 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. Focus each topic around
    • 74. Part 4.3Hierarchy of Topics
    • 75. Organize Topics in a HierarchyLevel 3Level 2Level 1
    • 76. Organize Topics in a HierarchyLevel 3 Concepts (Big Ideas)Level 2Level 1
    • 77. Organize Topics in a HierarchyLevel 3 Concepts (Big Ideas)Level 2 Application (Case Studies)Level 1
    • 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. 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. 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. WorksheetAdd content topics beneathyour themes.:05 min.
    • 82. Part 5Content Sources
    • 83. Mix original and curated content.
    • 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. 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. Original Curated ContentContent You Create Content you find and share.You & your Industry blogs & websitesGuest writers Social MediaPaid writers News & events
    • 87. Part 6Publishing
    • 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. 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. 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. 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. Summary6 Take-aways
    • 93. 1Quality content creates engagement with customers, partners and
    • 94. 2Create content that is searchable,
    • 95. 3Write for your Ideal Client.
    • 96. 4Where your brand promise andideal client overlap, should be the focus of your content.
    • 97. 5Create value with a mix of original and curated content.
    • 98. 6Help people share
    • 99. Questions?
    • 100. Thanks.Jeff Masonjeff@herodesignstudio.com
    • 101. Workshop DownloadsPresentation http://db.tt/NqMb6kjP
    • 102. ResourcesHubspot.comMarketingprofs.comSEOMoz.comThinkwithgoogle.comBriansolis.comDucttapemarketing.com/blogBuyerology.comChrisbrogan.com