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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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    • 1. Content and StrategyUsing blogs, content and social media to drivebusiness results for your brandPriit Kallas,
    • 2. Goals Concrete! Measurable! Number! Unit! Dollars!
    • 3. 98%most visitors dont come to buy
    • 4. Who are you?What do you offer?What problem do you solve?Why should I care?
    • 5. Bad goals Fan count Visitors Etc.
    • 6. Good goals
    • 7. Steps1. Bring them in2. Get a permission to interact3. Convert
    • 8. General model Prospect activities Internet Sale marketing (Lead) activities Money
    • 9. (View)(Click)SharingPermissionLead
    • 10. Sale! (action) Image
    • 11. 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
    • 12. Facebook wall post Landing page Facebook ad SALE!
    • 13. Action to measure! Google Analytics: Goal1000 123Action 123 converts Thankpage you -877
    • 14. Model?! Consistency, predictability, and repeatability are the foundation of great results:►Experiment with different models.►Find out what works for you.Experiment Works? Repeat!
    • 15. Target groupWhom are you selling to?What do you know about them?What can you do for them?
    • 16. Hands on What are the interests of your target group? Model: what are the realistic steps from interest to action?
    • 17. Content strategy1. Give value2. Grow your opt-in list3. Become a resource/expert in your filed
    • 18. Give value Knowledge and help Money, free, deals Entertainment
    • 19. Low participation ratelifestyle, fun, deals, action
    • 20. Participate and win 2500 euro New Years Eve party
    • 21. High participation rateknowledge, community, lifestyle, expert/guru
    • 22. Solve a problem or satisfy a need!
    • 23. Which gadget to buy?!
    • 24. Continuous participation (B2B)knowledge, partner, colleague, help, expert/guru
    • 25. 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!
    • 26. 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
    • 27. Content typesTextImagesVideosPresentationsAudioTools and widgetsConsumer generated content
    • 28. TextPosts/ArticlesWhite papersPress releasesFacebook wallTweestComments
    • 29. VideoAdviceWebinarsTestimonialsCase studiesInterviewsEntertainmentYoutube/Vimeomax 100sec
    • 30. SlidesPresentationsWebinars/Lists
    • 31. ImagesProduct picturesInfographicsStatisticsProcessesEvents
    • 32. ToolsHelpfulFun
    • 33. Consumer generated contentCommentsReviewsRatings
    • 34.
    • 35. RegularcontentInformation that can be updated regularly:week, month, quarter, yearBest ads of the monthWeekly top of XQuarterly earnings report
    • 36. Best Practices What works? Lists Top10 How-tos Resource lists Statistics and trends Case studies Regular posting
    • 37. 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.
    • 38. 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?
    • 39. 5s on page SEOTitleAddressH1 – HeadlinesMeta descriptionXML sitemap(sitemap.xml, robots.txt) 41
    • 40. Content planning What content How often Dealing with comments, reviews, and ratings What tools to offer?
    • 41. The more content youhave, the more visitors you get!
    • 42. Google keyword tool
    • 43. 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
    • 44. Promotion
    • 45. Make it easy to share!Give permission to share everythingEncourage to share and comment
    • 46. EngagingCall-to-actionHighlighting top contentEmail and RSS signups
    • 47.
    • 48. Links• Partners, friend, people you know• Facebook, Twitter, Linkedin, etc.• Topical blogs and forums• Relevant directories• Who links to comeptitors?
    • 49. Who links to you/competitor:""
    • 50. Hands on Create a link building plan (X quality links per month)
    • 51. Driving conversionsGoal:Drive people from social networking sites to your website.Convert people on your website.
    • 52. BlogPost 2-3 times a weekAsk colleagues to commentAnswer all commentsFind out who links to posts and communicateVisit commenters blogs and reciprocate
    • 53. FacebookPost relevant content1 post per dayAnswer psots and commentsParticipate on related pages
    • 54. TwitterFind and retweet 5 relevant tweetsAnswer to othersFind and follow influsencers in your topicFollow new followers (if not spam)
    • 55. LinkedInAccept new connectionsFind influencersJoin relevant groupsFind discussions to participateWrite recommendationsAdd content to your profile: slides, books, blogs
    • 56. PinterestPin content as you find itFind relevant boards to followAccept new board invitationsFind content to repinComment and like on other pins
    • 57. Planningresources
    • 58. Pople Whos involved? C-level support
    • 59. Time It takes more time than you think. Get commitment from people who will help you. Prioritize content creation.
    • 60. MoneySalary expensesAds and other bought mediaWeb dev and toolsAgency/consultantContent creation
    • 61. 1
    • 62. 21
    • 63. Tactical steps20 Steps to Write a Blog Post to Tweet, Email, and Post on Facebook? to Write Long-Lasting Blog Posts Content Grid: Content Marketing in a Blink [Infographic]
    • 64. Hands on Create content strategy and plan Whos involved and what they do? How often? What channels?
    • 65. ResultsAnalytics (referral, search, social)Posts life spanCommantsSharingLinksLeadsSales – Dollars – Euros
    • 66. Thanks! Priit,