DOWNLOAD
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MOTIVATING	
  
THE	
  MASSES
Inspiring Your Team to Build a Better Blo...
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
First	
  Off	
  –	
  	
  Who	
  am	
  I?	
  	
  
Monique Pouget
Director of Content Strategy

@moniquethegeek
linkd.in/mpou...
CONTENT	
  
STRATEGY	
  
“Plans for the creation, publication, and
governance of useful, usable content.”
- KRISTINA HALVO...
Start	
  here	
  
ANALYZE	
  &	
  
OBSERVE	
  
BUILD	
  ONLINE	
  
COMMUNITY	
  

MEASURE	
  

MONITOR	
  &	
  
ENGAGE	
  ...
CONTENT	
  
PLANNING	
  
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
BRAINSTORM	
  
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
Topic

Writer

www.ThunderSEO.com

Audience

Due Dates

UTMs

SCHEDULE	
  

@MoniqueTheGeek | #pubcon
WHEN IN
DOUBT…
Make boring
stuff funny.

DOCUMENT	
  IT	
  
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
2

CONTENT	
  
RESEARCH
	
  
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
Get	
  to	
  know	
  this	
  guy.	
  He’s	
  wicked	
  smart.	
  
@IanLurie	
  
www.ThunderSEO.com

@MoniqueTheGeek | #pub...
MARKETING	
  

DUNGEONS	
  
+	
  	
  

DRAGONS	
  

OVERLAP	
  GOLD	
  
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
 	
  	
  Write	
  for	
  	
  	
  	
  
	
  	
  	
  overlapping	
  	
  
	
  	
  	
  interests.

www.ThunderSEO.com

@Monique...
RANDOM	
  AFFINITY	
  	
  
TWO	
  IDEAS	
  LINKED	
  
ONLY	
  BY	
  	
  
THE	
  FACT	
  THAT	
  	
  
A	
  GROUP	
  OF	
  P...
Surprised?	
  	
  
Me	
  neither.	
  

www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
3

CONTENT	
  
CREATION	
  
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
Who	
  Are	
  You	
  WriKng	
  For
	
  
Bots	
  or	
  Humans?
	
  

www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
Style	
  Guides	
  –	
  	
  What	
  to	
  Include?
	
  
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 

GOALS	
  of	
  Content	
  
De...
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
4

CONTENT	
  
PROMOTION	
  
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
Make promotion
unique to each
channel

www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
Encourage
sharing from
writers and
colleagues

www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
Celebrate	
  wins	
  internally.	
  

www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
Track	
  Growth	
  –	
  	
  UTMs	
  

h]p://www.thunderseo.com/blog/utm-­‐parameters/	
  	
  
www.ThunderSEO.com

@Monique...
Track	
  Growth	
  –	
  	
  UTMs	
  

www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
Share	
  Growth	
  –	
  	
  Friendly	
  CompeCCon	
  

www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
INFINITE	
  
WISDOM	
  
www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
“Knowledge is the first value of our
company. Without reading and blogging,
we don't grow, we don't add value to our
commu...
“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 co...
“Whatever's going on in the industry, we
always end up talking about it while
playing darts, eating lunch, drinking
beer, ...
“I find it really helpful to have a physical
calendar in the team's space with visual
reminders for the whole team. If the...
“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...
“I send out a weekly Kahena
AwesomeSauce email rounding up all the
great things we do and some of the cooler
projects and ...
“We actually require those on our search
and social teams to blog once a month as
part of their employee development. When...
“Feedback gives contributors the confidence
to keep going and makes them less afraid to
run new ideas by you. So if you ge...
If	
  All	
  Else	
  Fails…
	
  

Try	
  One	
  of	
  These	
  Methods
	
  

www.ThunderSEO.com

@MoniqueTheGeek | #pubcon
DOWNLOAD

Q	
  &	
  A
	
  

this presentation
bit.ly/motivatingmasses

monique@thunderseo.com
@moniquethegeek
linkd.in/mpo...
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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 you need to know about inspiring your team by become better bloggers!

Published in: Technology

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

  1. 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. 2. www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  3. 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. 4. CONTENT   STRATEGY   “Plans for the creation, publication, and governance of useful, usable content.” - KRISTINA HALVORSON, CONTENTSTRATEGY.COM www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  5. 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. 6. CONTENT   PLANNING   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  7. 7. BRAINSTORM   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  8. 8. Topic Writer www.ThunderSEO.com Audience Due Dates UTMs SCHEDULE   @MoniqueTheGeek | #pubcon
  9. 9. WHEN IN DOUBT… Make boring stuff funny. DOCUMENT  IT   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  10. 10. 2 CONTENT   RESEARCH   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  11. 11. www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  12. 12. www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  13. 13. Get  to  know  this  guy.  He’s  wicked  smart.   @IanLurie   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  14. 14. MARKETING   DUNGEONS   +     DRAGONS   OVERLAP  GOLD   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  15. 15.      Write  for              overlapping          interests. www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  16. 16. RANDOM  AFFINITY     TWO  IDEAS  LINKED   ONLY  BY     THE  FACT  THAT     A  GROUP  OF  PEOPLE     LIKE  THEM  BOTH.   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  17. 17. Surprised?     Me  neither.   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  18. 18. 3 CONTENT   CREATION   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  19. 19. Who  Are  You  WriKng  For   Bots  or  Humans?   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  20. 20. www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  21. 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. 22. www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  23. 23. 4 CONTENT   PROMOTION   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  24. 24. Make promotion unique to each channel www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  25. 25. Encourage sharing from writers and colleagues www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  26. 26. Celebrate  wins  internally.   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  27. 27. Track  Growth  –    UTMs   h]p://www.thunderseo.com/blog/utm-­‐parameters/     www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  28. 28. Track  Growth  –    UTMs   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  29. 29. Share  Growth  –    Friendly  CompeCCon   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  30. 30. INFINITE   WISDOM   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  31. 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. 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. 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. 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. 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. 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. 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. 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. 39. If  All  Else  Fails…   Try  One  of  These  Methods   www.ThunderSEO.com @MoniqueTheGeek | #pubcon
  40. 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
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