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Content and Strategy
Using blogs, content and social media to drive
business results for your brand
Priit Kallas, www.dreamgrow.com
Goals

        Concrete! Measurable!
        Number! Unit! Dollars!
98%
most visitors don't come to buy
Who are you?
What do you offer?
What problem do you solve?
Why should I care?
Bad goals

    Fan count


    Visitors


    Etc.
Good goals
Steps
1. Bring them in


2. Get a permission to interact


3. Convert
General model
                 Prospect
                 activities




     Internet
                               Sale
    marketing
                              (Lead)
    activities




                 Money
(View)
(Click)
Sharing
Permission
Lead
             bit.ly/48smkpi
Sale!
 (action)


            Image http://www.sxc.hu/photo/840748
Model?!
                                   Landing
   Ad
                                    page



            Offer in               Landing
Facebook
           Facebook                 page

                                                  Sale
                       Mailing-    Landing
 Twitter   Blog post
                         list       page



                       Service/   Email from
 Search    Blog post                           Meeting
                       product     prospect
Facebook wall post   Landing page




     Facebook ad
                                    SALE!
Action to
         measure!
       Google Analytics: Goal
1000                          123
Action         123 converts   Thank
page                           you
                    -877



             goo.gl/V3WYD
Model?!

    Consistency, predictability, and repeatability
    are the foundation of great results:
►Experiment with different models.
►Find out what works for you.


Experiment            Works?

                                        Repeat!
Target group
Whom are you selling to?

What do you know about them?

What can you do for them?
Hands on

    What are the interests of your
    target group?


    Model: what are the realistic steps
    from interest to action?
Content strategy
1. Give value


2. Grow your opt-in list


3. Become a resource/expert
  in your filed
Give value

    Knowledge and help


    Money, free, deals


    Entertainment
Low participation rate
lifestyle, fun, deals, action
Content and Strategy
Participate and win 2500 euro
     New Years Eve party
High participation rate
knowledge, community, lifestyle, expert/guru
Solve a problem or
  satisfy a need!
Which gadget to buy?!
Continuous participation (B2B)
knowledge, partner, colleague, help, expert/guru
Content and Strategy
Where to store content
All content must be stored on your website.


Videos can be stored on YouTube and slides on
SlideShares, but present them embedded into your
website!
Your website is
 the Foundation
 
     Value
 
     SEO




„No matter what I hear, read, or find on TV, radio,
 or in a magazine or newspaper, I can verify it on
        the Internet.“ -- Forrester Research
Content types
Text
Images
Videos
Presentations
Audio
Tools and widgets
Consumer generated content
Text
Posts/Articles
White papers
Press releases
Facebook wall
Tweest
Comments
Video
Advice
Webinars
Testimonials
Case studies
Interviews
Entertainment

Youtube/Vimeo
max 100sec
Slides
Presentations
Webinars/Lists
Images
Product pictures
Infographics
Statistics
Processes
Events
Tools
Helpful


Fun
Consumer generated content

Comments


Reviews


Ratings
http://bit.ly/REASIZ
Regular
content
Information that can be
  updated regularly:
week, month, quarter, year


Best ads of the month
Weekly top of X
Quarterly earnings report
Best Practices

    What works?

    Lists

    Top10

    How-to's

    Resource lists

    Statistics and trends

    Case studies

    Regular posting
Recycle once is not enough!
MAX strategy:

If you have createa a big piece
of valuable content, spread it
through all your available
channels.

Present your content in
different formats and channels.
Hands on

    Write 20 headlines with a short
    lead for your content.


    Come up with 5 repeatable
    topics.


    What 2 tools/widgets would
    your target audience want to
    use?
5s on page SEO
Title
Address
H1 – Headlines
Meta description
XML sitemap
(sitemap.xml, robots.txt)




                            41
Content planning

    What content


    How often


    Dealing with comments,
    reviews, and ratings


    What tools to offer?
The more content you
have, the more visitors
       you get!
Content and Strategy
Google keyword tool
http://adwords.google.com/select/KeywordToolExternal
Content and Strategy
advice, news, interview, events, ask
   questions, reviews, top 10, guest
blogger, +/-, books, resource list, link
 list, answer comments, post series,
        list of best posts, explain
complicated, image (of the day), X for
     beginners, statistics, how-to,
  recommendations, leagal aspects,
                mythbuster
Promotion
Make it easy to share!

Give permission to share everything
Encourage to share and comment
Engaging
Call-to-action

Highlighting top content

Email and RSS signups
http://bit.ly/RHhj2I
Links
•   Partners, friend, people you know
•   Facebook, Twitter, Linkedin, etc.
•   Topical blogs and forums
•   Relevant directories
•   Who links to comeptitors?
Who links to you/competitor: Bing.com
"dreamgrow.com" -site:dreamgrow.com
Hands on
   Create a link building plan
    (X quality links per month)
Driving conversions
Goal:


Drive people from social networking
 sites to your website.


Convert people on your website.
Blog
Post 2-3 times a week
Ask colleagues to comment
Answer all comments
Find out who links to posts and communicate
Visit commenters blogs and reciprocate
Facebook
Post relevant content
1 post per day
Answer psots and comments
Participate on related pages
Twitter
Find and retweet 5 relevant tweets
Answer to others
Find and follow influsencers in your topic
Follow new followers (if not spam)
LinkedIn
Accept new connections
Find influencers
Join relevant groups
Find discussions to participate
Write recommendations
Add content to your profile: slides, books, blogs
Pinterest
Pin content as you find it
Find relevant boards to follow
Accept new board invitations
Find content to repin
Comment and like on other pins
Planning
resources
Pople

    Who's involved?


    C-level support
Time



    It takes more time than you think.

    Get commitment from people who will help you.

    Prioritize content creation.
Money
Salary expenses
Ads and other bought media
Web dev and tools
Agency/consultant
Content creation
Content and Strategy
1
2
1
Tactical steps
20 Steps to Write a Blog Post
  http://bit.ly/20blogsteps


When to Tweet, Email, and Post on
 Facebook? http://bit.ly/dIpS4A


How to Write Long-Lasting Blog Posts
  http://bit.ly/pPtq9N


The Content Grid: Content Marketing in a
  Blink [Infographic] http://bit.ly/uLPMCf
Hands on
   Create content strategy and plan

   Who's involved and what they do?

   How often?

   What channels?
Content and Strategy
Results
Analytics (referral, search, social)
Post's life span
Commants
Sharing
Links
Leads
Sales – Dollars – Euros
Content and Strategy
Thanks!



             Priit Kallas
www.dreamgrow.com, priit@dreamgrow.com

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Content and Strategy

Editor's Notes

  1. http://www.sxc.hu/photo/1328372
  2. http://www.flickr.com/photos/wili/214316968/in/photostream/
  3. http://www.sxc.hu/photo/794710
  4. http://www.sxc.hu/photo/1131445
  5. http://www.flickr.com/photos/clariant/5375326200/
  6. http://www.flickr.com/photos/etolane/394893431/
  7. http://www.flickr.com/photos/akeg/2230862848/sizes/l/
  8. http://www.flickr.com/photos/27433628@N05/2597308328/
  9. http://www.flickr.com/photos/slightlynorth/5362231253/sizes/l/
  10. http://www.flickr.com/photos/lwr/3546392439/sizes/l/in/photostream/
  11. http://www.flickr.com/photos/bobsmarket/3407731374/sizes/m/in/photostream/