Content and Strategy
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Content and Strategy

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Using blogs, content and social media to drive business results for your brand

Using blogs, content and social media to drive business results for your brand

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http://www.dreamgrow.com 939
http://www.scoop.it 52
http://feeds.feedburner.com 48
http://pinterest.com 37
http://www.linkedin.com 12
http://socialmediacampmcallen.org 5
http://dgd.ee 3
http://www.pinterest.com 3
http://translate.googleusercontent.com 2
http://iconicdeity.com 2
http://core.traackr.com 1
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Content and Strategy Content and Strategy Presentation Transcript

  • 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
  • 1
  • 21
  • 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