Pubcon 2013: Motivating the Masses: Inspiring Your Team to Build a Better Blog
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Pubcon 2013: Motivating the Masses: Inspiring Your Team to Build a Better Blog

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On October 24th, 2013, Monique Pouget spoke at Pubcon Las Vegas about motivating a team to create compelling content. From planning and research to promotion and tracking growth, here's everything......

On October 24th, 2013, Monique Pouget spoke at Pubcon Las Vegas about motivating a team to create compelling content. From planning and research to promotion and tracking growth, here's everything you need to know about inspiring your team by become better bloggers!

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  • 1. DOWNLOAD this presentation bit.ly/motivatingmasses MOTIVATING   THE  MASSES Inspiring Your Team to Build a Better Blog Presented by Monique Pouget | October 24th, 2013 www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 2. www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 3. First  Off  –    Who  am  I?     Monique Pouget Director of Content Strategy @moniquethegeek linkd.in/mpouget gplus.to/moniquepouget thunderseo.com/blog www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 4. CONTENT   STRATEGY   “Plans for the creation, publication, and governance of useful, usable content.” - KRISTINA HALVORSON, CONTENTSTRATEGY.COM www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 5. Start  here   ANALYZE  &   OBSERVE   BUILD  ONLINE   COMMUNITY   MEASURE   MONITOR  &   ENGAGE   Content  Strategy     Framework   SPREAD  THE   WORD   ESTABLISH   GOALS   DEVELOP   STRATEGY   AKA  Content   MarkeCng   CREATE   VALUE   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 6. CONTENT   PLANNING   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 7. BRAINSTORM   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 8. Topic Writer www.ThunderSEO.com Audience Due Dates UTMs SCHEDULE   @MoniqueTheGeek | #pubcon
  • 9. WHEN IN DOUBT… Make boring stuff funny. DOCUMENT  IT   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 10. 2 CONTENT   RESEARCH   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 11. www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 12. www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 13. Get  to  know  this  guy.  He’s  wicked  smart.   @IanLurie   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 14. MARKETING   DUNGEONS   +     DRAGONS   OVERLAP  GOLD   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 15.      Write  for              overlapping          interests. www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 16. RANDOM  AFFINITY     TWO  IDEAS  LINKED   ONLY  BY     THE  FACT  THAT     A  GROUP  OF  PEOPLE     LIKE  THEM  BOTH.   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 17. Surprised?     Me  neither.   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 18. 3 CONTENT   CREATION   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 19. Who  Are  You  WriKng  For   Bots  or  Humans?   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 20. www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 21. Style  Guides  –    What  to  Include?   •  •  •  •  •  •  •  •  •  •  •  •  GOALS  of  Content   Demographics  &  Audience  Personas     Authorship  Brief   Topic  Examples   Title  &  Permanent  URLs   Categories  &  Tags   Headers  –  H2,  H3,  H4?  Bold,  Italics,  CAPITALIZED?     Blog  Width  and  Image  Sizes   Image  Sources   Thumbnails   Length  Requirements  or  RestricCons   Metadata  –  Title  and  DescripCon  Tags   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 22. www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 23. 4 CONTENT   PROMOTION   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 24. Make promotion unique to each channel www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 25. Encourage sharing from writers and colleagues www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 26. Celebrate  wins  internally.   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 27. Track  Growth  –    UTMs   h]p://www.thunderseo.com/blog/utm-­‐parameters/     www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 28. Track  Growth  –    UTMs   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 29. Share  Growth  –    Friendly  CompeCCon   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 30. INFINITE   WISDOM   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 31. “Knowledge is the first value of our company. Without reading and blogging, we don't grow, we don't add value to our community, and we can't make a difference in our clients' businesses.” Mackenzie Fogelson Owner & Fearless Leader - Mack Web Solutions www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 32. “My go-to team motivational method is in the form of a pump up speech. When it comes to motivating a group of people to contribute to something collective, I have found it is important to emphasize impact. People need to feel like what they do gets noticed and matters, same holds true for what they don't do. Sometimes they have to be "get in the game" talks. In my experience when the team I lead sees how much I care, when I use my own struggles and failures to relate to what they are experiencing, this tends to hit home.” Brittan Bright Director of Client Strategy - iAcquire www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 33. “Whatever's going on in the industry, we always end up talking about it while playing darts, eating lunch, drinking beer, etc. and my constant refrain is "That would be a good blog post." Sometimes it just takes looking at it in a new way to realize the potential." Courtney Seiter Community Manager - Raven Tools www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 34. “I find it really helpful to have a physical calendar in the team's space with visual reminders for the whole team. If the calendar is not made public, people are generally more willing to disappoint themselves. But if you make it public, the whole team is expecting a post and no one wants to let their team down.” Bekka Palmer Magic Maker - Tattly www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 35. “Be a nice pest. The squeaky wheel gets the grease, but no one likes the wheel very much. It's important to keep on top of people for blog posts, but be sure to also emphasize there is no pressure.” Mary Weinstein Director of Content - CPC Strategy www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 36. “I send out a weekly Kahena AwesomeSauce email rounding up all the great things we do and some of the cooler projects and feedback we have gotten from clients.” Aaron Friedman Director of SEO - Kahena Digital Marketing www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 37. “We actually require those on our search and social teams to blog once a month as part of their employee development. When someone's post does well, whether it's a mention by someone super cool, a great comment, or just a lot of shares, we'll send out a company-wide email congratulating them and showcasing why their post did well.” Casie Gillette Director of Online Marketing - KoMarketing Associates www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 38. “Feedback gives contributors the confidence to keep going and makes them less afraid to run new ideas by you. So if you genuinely like something, make sure you let them know and don't be hesitant to share, not just like. Likes are cheap and easy, but I feel like sharing and writing even a sentence to go along with it shows that you give a damn.” Kiran Umapathy Right-Hand Man - Holiday Matinee www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 39. If  All  Else  Fails…   Try  One  of  These  Methods   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  • 40. DOWNLOAD Q  &  A   this presentation bit.ly/motivatingmasses monique@thunderseo.com @moniquethegeek linkd.in/mpouget thunderseo.com/blog MONIQUE POUGET Director of Content Strategy www.ThunderSEO.com @MoniqueTheGeek | #pubcon