Why Content Strategies are Crucial for Everything

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Why Content Strategies are Crucial for Everything

  1. 1. WHY CONTENT STRATEGIES ARE CRUCIAL FOR SMM EVERYTHING Richard Baxter, Founder, SEOgadget Download this presentation:
  2. 2. ............................................................................................................................................................................................... OUR STORY STARTED HERE
  3. 3. ............................................................................................................................................................................................... OUR FIRST 5 MONTHS SOCIAL! It took a long time for Google to catch up – that spike was Digg and Stumbleupon. Most of our seeding took place via Sphinn.com (circa 2008, of course)
  4. 4. ............................................................................................................................................................................................... CONTENT MADE THIS POSSIBLE: BUT THESE PEOPLE TO PUT US ON THE RADAR: Our content struck a chord with Rand, Dave, Gab, Tamar, Wil, Tom, Will, Rob and Joost who all shared my stuff with their audience.
  5. 5. ............................................................................................................................................................................................... Do you think that happened by accident?
  6. 6. ............................................................................................................................................................................................... HELL NO!
  7. 7. ............................................................................................................................................................................................... Maybe I wasn’t selling to them…
  8. 8. ............................................................................................................................................................................................... BUT: I am selling to their audience
  9. 9. ............................................................................................................................................................................................... FLOW: VISITS FROM SOCIAL THAT CONVERT A week’s worth of social traffic that ends in a conversion on our site
  10. 10. ............................................................................................................................................................................................... So, here are my tips… Be useful!
  11. 11. ............................................................................................................................................................................................... Embedded how to video AND: QA section below http://www.espares.co.uk/
  12. 12. ...............................................................................................................................................................................................
  13. 13. ............................................................................................................................................................................................... Have a Content Strategy that Reinforces Your Brand Message
  14. 14. ............................................................................................................................................................................................... Some of the work we do
  15. 15. ...............................................................................................................................................................................................
  16. 16. ............................................................................................................................................................................................... Marketing 101: Identify a need, and solve that Problem.
  17. 17. ............................................................................................................................................................................................... Wordpress for small business via @simplybusiness - http://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/
  18. 18. ............................................................................................................................................................................................... Optimise EVERYTHING.
  19. 19. ............................................................................................................................................................................................... People Partners ALLY FABIAN Things Associations RICHARD Our Tools Guest Posts RICHARD + DAN Infographics Email Our Mini Jess Conferences JESS + JON Things Our Guides HANNAH + JESS SEOgadget.com OLIA Guides Social Commenter #RCS DAN RICHARD Video Tips STEPHEN About Us JON Careers Page JEANNA G+ Cheat Sheets Stephen DAN Webinars Custom 404 Blog JON + OlI OLIM ALL Internal marketing: Optimise everything to achieve our own marketing goals.
  20. 20. ............................................................................................................................................................................................... Aim to build great pages (people don’t share “ordinary”)
  21. 21. ...............................................................................................................................................................................................
  22. 22. ............................................................................................................................................................................................... VS.
  23. 23. ............................................................................................................................................................................................... This product page is amazing! http://www.goapr.com/products/stage3_b7_rs4.html
  24. 24. ............................................................................................................................................................................................... Listen to people
  25. 25. ...............................................................................................................................................................................................
  26. 26. ...............................................................................................................................................................................................
  27. 27. ............................................................................................................................................................................................... Help People
  28. 28. ............................................................................................................................................................................................... These are my buddies Wil and Rand. They’re both CEO’s and they both do a good job helping people.
  29. 29. ............................................................................................................................................................................................... MANUFACTURE SERENDIPITY VIA: http://moz.com/rand/manufacturing-serendipity/ Help someone, that someone introduces you to something, which becomes huge! This applies to content marketing.
  30. 30. ............................................................................................................................................................................................... People are looking for EVERYTHING!
  31. 31. ............................................................................................................................................................................................... Get creative (or use tools)
  32. 32. ............................................................................................................................................................................................... Discover conversation with our CSGT, Spezify and Bottlenose (via: http://www.seomoz.org/ugc/the-ultimate-guide-to-content-planning thanks @simonpenson
  33. 33. ............................................................................................................................................................................................... Make Your Content Ever Green
  34. 34. ............................................................................................................................................................................................... 133 Links 326 domains
  35. 35. ...............................................................................................................................................................................................
  36. 36. ............................................................................................................................................................................................... Find Influential People, work out what they love, and target them
  37. 37. ...............................................................................................................................................................................................
  38. 38. ............................................................................................................................................................................................... Ask people to participate
  39. 39. ...............................................................................................................................................................................................
  40. 40. ............................................................................................................................................................................................... Ask real people with reach to write for you
  41. 41. ............................................................................................................................................................................................... So many links, social And traffic! Kristi = amazing
  42. 42. ...............................................................................................................................................................................................
  43. 43. ............................................................................................................................................................................................... Make relationships with people who are influential in your space: seogadget.co.uk/googlewonk
  44. 44. ...............................................................................................................................................................................................
  45. 45. ............................................................................................................................................................................................... It’s no lottery. Work out a process and stick to it
  46. 46. ............................................................................................................................................................................................... Create Launch and Choose Promote Appropriate Content Social Define Channels Content Groups Identify and Segment Audience Interests Identify your target audience, where they are and what content they’ll engage with.
  47. 47. ............................................................................................................................................................................................... Don’t just sell your products - sell ideas that *might* involve using your products
  48. 48. ............................................................................................................................................................................................... Fiskars have “projects” for their visitors to make things with their products…
  49. 49. ............................................................................................................................................................................................... Reader Sheds have a “Shed of the Week Award”
  50. 50. ............................................................................................................................................................................................... Don’t have to spend a fortune to succeed
  51. 51. ............................................................................................................................................................................................... Bed Jump by Hotels by City – 278 root domain links and counting and a great community seed
  52. 52. ............................................................................................................................................................................................... http://wish.co.uk/zombie-shopping-mall/ Wish.co.uk’s Zombie Shopping Experience attracted 100’s links and 66,000 Facebook likes
  53. 53. ............................................................................................................................................................................................... Good marketers know when their ideas….
  54. 54. ...............................................................................................................................................................................................
  55. 55. ............................................................................................................................................................................................... “Click for more details”, *anyone? *shivers
  56. 56. THANK YOU Richard Baxter, Founder, SEOgadgetTwitter: @richardbaxterBlog: seogadget.co.ukEmail: richard@seogadget.co.uk

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