Content and Strategy

Content and StrategyUsing blogs, content and social media to drivebusiness results for your brandPriit Kallas, www.dreamgrow.com

Goals Concrete! Measurable! Number! Unit! Dollars!

98%most visitors dont 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

Steps1. Bring them in2. Get a permission to interact3. Convert

General model Prospect activities Internet Sale marketing (Lead) activities Money

(View)(Click)SharingPermissionLead bit.ly/48smkpi

Sale! (action) Image http://www.sxc.hu/photo/840748

Model?! Landing Ad page Offer in LandingFacebook 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: Goal1000 123Action 123 converts Thankpage 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 groupWhom 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 strategy1. Give value2. Grow your opt-in list3. Become a resource/expert in your filed

Give value Knowledge and help Money, free, deals Entertainment

Low participation ratelifestyle, fun, deals, action

Participate and win 2500 euro New Years Eve party

High participation rateknowledge, community, lifestyle, expert/guru

Solve a problem or satisfy a need!

Which gadget to buy?!

Continuous participation (B2B)knowledge, partner, colleague, help, expert/guru

Where to store contentAll content must be stored on your website.Videos can be stored on YouTube and slides onSlideShares, but present them embedded into yourwebsite!

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 typesTextImagesVideosPresentationsAudioTools and widgetsConsumer generated content

TextPosts/ArticlesWhite papersPress releasesFacebook wallTweestComments

VideoAdviceWebinarsTestimonialsCase studiesInterviewsEntertainmentYoutube/Vimeomax 100sec

SlidesPresentationsWebinars/Lists

ImagesProduct picturesInfographicsStatisticsProcessesEvents

ToolsHelpfulFun

Consumer generated contentCommentsReviewsRatings

http://bit.ly/REASIZ

RegularcontentInformation that can be updated regularly:week, month, quarter, yearBest ads of the monthWeekly top of XQuarterly earnings report

Best Practices What works? Lists Top10 How-tos Resource lists Statistics and trends Case studies Regular posting

Recycle once is not enough!MAX strategy:If you have createa a big pieceof valuable content, spread itthrough all your availablechannels.Present your content indifferent 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 SEOTitleAddressH1 – HeadlinesMeta descriptionXML 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 youhave, the more visitors you get!

Google keyword toolhttp://adwords.google.com/select/KeywordToolExternal

advice, news, interview, events, ask questions, reviews, top 10, guestblogger, +/-, books, resource list, link list, answer comments, post series, list of best posts, explaincomplicated, image (of the day), X for beginners, statistics, how-to, recommendations, leagal aspects, mythbuster

Promotion

Make it easy to share!Give permission to share everythingEncourage to share and comment

EngagingCall-to-actionHighlighting top contentEmail 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 conversionsGoal:Drive people from social networking sites to your website.Convert people on your website.

BlogPost 2-3 times a weekAsk colleagues to commentAnswer all commentsFind out who links to posts and communicateVisit commenters blogs and reciprocate

FacebookPost relevant content1 post per dayAnswer psots and commentsParticipate on related pages

TwitterFind and retweet 5 relevant tweetsAnswer to othersFind and follow influsencers in your topicFollow new followers (if not spam)

LinkedInAccept new connectionsFind influencersJoin relevant groupsFind discussions to participateWrite recommendationsAdd content to your profile: slides, books, blogs

PinterestPin content as you find itFind relevant boards to followAccept new board invitationsFind content to repinComment and like on other pins

Planningresources

Pople Whos involved? C-level support

Time It takes more time than you think. Get commitment from people who will help you. Prioritize content creation.

MoneySalary expensesAds and other bought mediaWeb dev and toolsAgency/consultantContent creation

Tactical steps20 Steps to Write a Blog Post http://bit.ly/20blogstepsWhen to Tweet, Email, and Post on Facebook? http://bit.ly/dIpS4AHow to Write Long-Lasting Blog Posts http://bit.ly/pPtq9NThe Content Grid: Content Marketing in a Blink [Infographic] http://bit.ly/uLPMCf

Hands on Create content strategy and plan Whos involved and what they do? How often? What channels?

ResultsAnalytics (referral, search, social)Posts life spanCommantsSharingLinksLeadsSales – Dollars – Euros

Thanks! Priit Kallaswww.dreamgrow.com, priit@dreamgrow.com

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Content and Strategy

by DreamGrow Digital on Oct 19, 2012

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