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Did You                    It?            SEO Basics for Non-Profits & Small Biz                           Owners“Did You ...
NEED WIFI?                    Network: SearchChurch2                        No Password!“Did You Google It?” #searchchurch
Raffle!  • 1 Year “Silver” Subscription of    Majestic SEO (worth over    $500)  • Includes:        –   Site Explorer     ...
The William Way Community Center                                                •   Location: 1315 Spruce Street,         ...
Set It and Forget It Analytics                                     By Ethan Lyon“Did You Google It?” #searchchurch
I dont have time & Im not a data nerd“Did You Google It?” #searchchurch                      Set It and Forget It Analytics
Don’t I need a data geek?“Did You Google It?” #searchchurch              Set It and Forget It Analytics
Let’s set it and…. forget it!“Did You Google It?” #searchchurch                Set It and Forget It Analytics
How are we going to do it?  • Set up Google Analytics  • Google Analytics Alerts  • Google Analytics Dashboards“Did You Go...
Do you have 30 mins for me?  • 15 mins for Analytics set up  • 15 mins for alerts and reports“Did You Google It?” #searchc...
Why should you take 30 mins out of your day?“Did You Google It?” #searchchurch              Set It and Forget It Analytics
Do we have Analytics installed?                        http://bit.ly/analyticshelper“Did You Google It?” #searchchurch    ...
Lets create an account and go!“Did You Google It?” #searchchurch                    Set It and Forget It Analytics
Remember the name of your website?“Did You Google It?” #searchchurch                   Set It and Forget It Analytics
Can you copy and paste?“Did You Google It?” #searchchurch             Set It and Forget It Analytics
Did it work?                                     Success!“Did You Google It?” #searchchurch              Set It and Forget...
We have data, are we being successful?“Did You Google It?” #searchchurch                   Set It and Forget It Analytics
Lets focus on programs“Did You Google It?” #searchchurch             Set It and Forget It Analytics
Lets try to increase visits to social programs                    http://waygay.org/programs/social.asp“Did You Google It?...
Lets create some goals!“Did You Google It?” #searchchurch             Set It and Forget It Analytics
Lets add values and the conversion URL“Did You Google It?” #searchchurch                   Set It and Forget It Analytics
We can mark milestones!                                Annotate Events“Did You Google It?” #searchchurch                Se...
Now were tracking what matters, lets create alerts    • If X happens, on X day, let me know“Did You Google It?” #searchchu...
Let’s set up our alerts to set it and… forget it!“Did You Google It?” #searchchurch                    Set It and Forget I...
Create the alert“Did You Google It?” #searchchurch     Set It and Forget It Analytics
Traffic has flatlined  Courtesy of Rachael Gerson (@rachaelgerson)“Did You Google It?” #searchchurch         Set It and Fo...
Email campaigns fall short“Did You Google It?” #searchchurch               Set It and Forget It Analytics
Press mentions“Did You Google It?” #searchchurch    Set It and Forget It Analytics
Track visits to broken pages              Type waygay.org/rubbish and you’ll get                        something like:“Di...
Track visits to broken pages (pt 2)  Right click on page and “view page source”“Did You Google It?” #searchchurch         ...
Track visits to broken pages (pt 3)“Did You Google It?” #searchchurch                       Set It and Forget It Analytics
Goals stop working“Did You Google It?” #searchchurch        Set It and Forget It Analytics
How to set up a dashboard          Need to                    Would like         Could live           have                ...
This is what itd look like                                     Press / Visit             Top            Goals             ...
Lets create a high-level dashboard“Did You Google It?” #searchchurch                        Set It and Forget It Analytics
This is what itd look like“Did You Google It?” #searchchurch               Set It and Forget It Analytics
Schedule email reports to set it and forget it!“Did You Google It?” #searchchurch                  Set It and Forget It An...
Thank you!                     • Twitter: @ethanlyon              • Email: ethanl@seerinteractive.com“Did You Google It?” ...
Content Creation Strategy                                     By Mike King“Did You Google It?” #searchchurch
CONTENT IS LIFEBLOOD OF THE WEB   For inbound marketing, content is the price of admission. Make remarkable               ...
CONTENT STRATEGY + SEO MUST WORK    Content Strategy and SEO go hand in hand. To maximize the effectiveness        of each...
WE BET OUR AGENCY ON IT    Creating remarkable content is required to build links at scale. At iAcquire                we’...
WHAT DOES THIS MEAN FOR WILLIAM WAY?                                      Brands are the new content creators             ...
Content Audit“Did You Google It?” #searchchurch      Content Creation Strategy
EVERYTHING IS CONTENT!          I did a complete content audit of assets across the William Way                           ...
WHAT I FOUND                        41 HTML Pages                             (excluding individual calendar entries)     ...
WHAT WAS LINK-WORTHY?    The only thing link-worthy on the site right now is the annual report PDF.   Other things may be ...
THE INTERNET HATH SPOKEN!    Apparently, I’m not the only one who feels this way. Only 3 URLs on      the site have extern...
THE INTERNET AGREES AGAIN!  According to this Social Crawlytics (http://socialcrawlytics.com/) report your    content does...
BUT!“Did You Google It?” #searchchurch   Content Creation Strategy
…ALL IS NOT LOST       Much of the content on the site can be spiced up with a few engaging                        additio...
PUT THE VIDEOS ON THE SITE        Place the videos on the William Way site itself (using Wistia) and leverage    transcrip...
MAKE MORE VIDEOS      Video appears to be the strong suit of William Way’s content creation.      Leverage the community c...
ADD PICTURES, MAPS     Add richer media to   existing pages to make them more compelling and        share-worthy.  Give th...
USE GOOGLE CALENDAR     The Calendar is a large draw to both the site and the community center  itself. Place it on Google...
PUSH MORE TO SOCIAL      William Way’s social accounts don’t update as often as events happen.        Reminders of events ...
MAKE IT EASY TO SPREAD THE WORD    Incorporate social share buttons that allow people to share the event that             ...
PULL MORE FROM SOCIAL                                     Black Milk Clothing pulls pictures of                           ...
THE NEW DESIGN                                          Make “Donate” Stand out                                     The ne...
Content Strategy“Did You Google It?” #searchchurch   Content Creation Strategy
PERSONAS    MONEYBAGS MONTY                             LIVELY LISA                 SELF-CONSCIOUS SUE                    ...
PERSONAS    MONEYBAGS MONTY                                          KEY INSIGHT                                          ...
PERSONAS                                 LIVELY LISA                                                             KEY INSIG...
PERSONAS                                          SELF-CONSCIOUS SUEKEY INSIGHTSelf-Conscious Sue is looking foranswers an...
PERSONAS                                                                      PROUD PETE                      KEY INSIGHT ...
CORE STRATEGY   “We will develop informative, educational    and entertaining content for distribution   on the William Wa...
BRAND PROMISE      “The William Way Community Center        seeks to encourage, support, and         advocate for the well...
tactics.“Did You Google It?” #searchchurch              Content Creation Strategy
The Smartest Thing I Can Ever Say  Eliminate the  distance between  what’s happening  online and offline.“Did You Google I...
SHOWCASE THE PEOPLE                                     Chicago’s Center on Halsted                                     fo...
HUMANIZE THE BRAND                                     The GSA network does a great                                     jo...
TELL COMPELLING STORIES        There’s a variety of ways to tell stories online. Some have used the     Storybird.com chil...
PLAY UP DONATIONS                                     Working on the Big Brothers                                     Big ...
COMMUNITY BLOGGERS                                       Turn members of the community                                    ...
USTREAM EVENTS                                      Broadcast community center events                                     ...
ENGAGE COMMUNITY IN SOCIAL MEDIA        Tweetups, Google Hangouts and Polls on Facebook are all easy and           repeata...
VISUALIZE YOUR DATA    Infographics work. Give people     something portable and they      will spread it and link to it.“...
CREATE GUIDES  Like any other niche the LGBT community can benefit greatly from definitive                       guides th...
MORE IDEAS           Add An Online Community              Comment On News              Crowdsource Video                  ...
HOW DO YOU COME UP WITH CONTENT IDEAS?            ASK                          EAVESDROP                    STEAL   Post Q...
Keyword Research“Did You Google It?” #searchchurch   Content Creation Strategy
INFORMATION ARCHITECTURE                 Each page should have 2-3 keywords associated with it.“Did You Google It?” #searc...
I’LL START YOU OFF“Did You Google It?” #searchchurch        Content Creation Strategy
THE REST IS UP TO YOU    Input a keyword or a URL, set Match Type to [Exact] go for the ones with enough Local Monthly Sea...
MAXIMIZING KEYWORD USAGE                                     Page Titles should be up to 70 characters, unique,           ...
INTERNAL LINKING STRUCTURE                                        Each page owns a keyword. The first                     ...
Content Calendar“Did You Google It?” #searchchurch   Content Creation Strategy
6-MONTH CONTENT CALENDAR                      July   Aug   Sept   Oct   Nov   DecContent DevelopmentTopic Focus           ...
CONTENT SCHEDULE       One Blog Post per weekday (minimum)             Weekly Google Hangout             Monthly #lgbtchat...
EXAMPLE SITES            www.gaycenter.org/            http://www.huffingtonpost.com/gay-voices/            http://www.gay...
Thank You! MICHAEL KING Director of Inbound Marketing           www.iacquire.com           mike@iacquire.com           @iP...
Link Building                                 By Wil Reynolds“Did You Google It?” #searchchurch
How this event came to be?“Did You Google It?” #searchchurch   93
TY                                     @jaibee“Did You Google It?” #searchchurch             94
If you build it they will come“Did You Google It?” #searchchurch   95
“Did You Google It?” #searchchurch   96
Links =                           TRUST“Did You Google It?” #searchchurch   97
Great content - Links                   =             No SE traffic“Did You Google It?” #searchchurch   98
Great content - Links /                 Social                    =                No traffic“Did You Google It?” #searchc...
What are your goals?“Did You Google It?” #searchchurch   100
“Did You Google It?” #searchchurch   101
Donors                         Advocacy                        Engagement                        Memberships“Did You Googl...
How can Google make          that happen?“Did You Google It?” #searchchurch   103
Higher Rankings“Did You Google It?” #searchchurch   104
Higher Rankings          + traffic (advocacy)          + attendance (engagement)       More donors!! “Did You Google It?”...
Poll:      Philadelphia Gay Calendar       Philadelphia Gay Events“Did You Google It?” #searchchurch           106
Tool #1                           Google.com“Did You Google It?” #searchchurch      107
“Did You Google It?” #searchchurch   108
Tool #2         Google Keyword Tool“Did You Google It?” #searchchurch   109
“Did You Google It?” #searchchurch   110
Site:yoursite.com intitle:keyword“Did You Google It?” #searchchurch   111
What is a title?“Did You Google It?” #searchchurch              112
Current title of events page    “William way community              center”“Did You Google It?” #searchchurch   113
What if it was…“Did You Google It?” #searchchurch       114
New title of events page  “Philadelphia Gay Calendar    & Events for the LGBT          Community”“Did You Google It?” #sea...
30 second change          Gets you in front of        Thousands more people“Did You Google It?” #searchchurch   116
10 – 20 opportunities“Did You Google It?” #searchchurch    117
“Did You Google It?” #searchchurch   118
“Did You Google It?” #searchchurch   119
“Did You Google It?” #searchchurch   120
Content Drives Links“Did You Google It?” #searchchurch   121
Am I writing content              people want?“Did You Google It?” #searchchurch   122
“Did You Google It?” #searchchurch   123
“Did You Google It?” #searchchurch   124
Missing a chance to               help couples!“Did You Google It?” #searchchurch   125
Am I using the right words   on my site to achieve my          objectives?“Did You Google It?” #searchchurch   126
“Did You Google It?” #searchchurch   127
Events are a big          source of fundraising“Did You Google It?” #searchchurch   128
“Did You Google It?” #searchchurch   129
Homepage?“Did You Google It?” #searchchurch           130
Homepage?“Did You Google It?” #searchchurch          131
Assets:                    Events / Archives“Did You Google It?” #searchchurch      132
No link “Did You Google It?” #searchchurch          133
“Did You Google It?” #searchchurch   134
Google Alerts“Did You Google It?” #searchchurch         135
“Did You Google It?” #searchchurch   136
“Did You Google It?” #searchchurch   137
“Did You Google It?” #searchchurch   138
“Did You Google It?” #searchchurch   139
.org?                                        Or                                     .com?“Did You Google It?” #searchchurc...
Opensiteexplorer.com“Did You Google It?” #searchchurch   141
“Did You Google It?” #searchchurch   142
“Did You Google It?” #searchchurch   143
“Did You Google It?” #searchchurch   144
“Did You Google It?” #searchchurch   145
“Did You Google It?” #searchchurch   146
“Did You Google It?” #searchchurch   147
“Did You Google It?” #searchchurch   148
Thank you!                           • Twitter: @WilReynolds“Did You Google It?” #searchchurch
5 Ways To Bootstrap Marketing                                By Tom Critchlow“Did You Google It?” #searchchurch
1) A Visible Simple Metrichttp://mygengo.com/about-us/blog/why-your-startup-needs-a-visual-dashboard/“Did You Google It?” ...
2) Hustle > Marketinghttp://www.distilled.net/linkbait-guide/ “Did You Google It?” #searchchurch              5 Ways To Bo...
3) Do One Thing Often“Did You Google It?” #searchchurch         5 Ways To Bootstrap Marketing
4) Build A Platform“Did You Google It?” #searchchurch       5 Ways To Bootstrap Marketing
5) The Secret Ingredient“Did You Google It?” #searchchurch            5 Ways To Bootstrap Marketing
5.5) Cheat          Dear William Way Center, heres a list of          folks I think you should reach out to:      •   http...
Thank you!                         • Twitter: @TomCritchlow“Did You Google It?” #searchchurch             5 Ways To Bootst...
Q&A Time“Did You Google It?” #searchchurch
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Did You Google It? Presentation

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Our final presentation from our June 22nd Search Church event titled "Did You Google It?" by Ethan Lyon, Mike King, Wil Reynolds and Tom Critchlow.

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  1. 1. Did You It? SEO Basics for Non-Profits & Small Biz Owners“Did You Google It?” #searchchurch
  2. 2. NEED WIFI? Network: SearchChurch2 No Password!“Did You Google It?” #searchchurch
  3. 3. Raffle! • 1 Year “Silver” Subscription of Majestic SEO (worth over $500) • Includes: – Site Explorer – Backlink History tool – Bulk Backlink Checker – Custom Reports – And more!“Did You Google It?” #searchchurch
  4. 4. The William Way Community Center • Location: 1315 Spruce Street, Philadelphia, PA 19107 • Mission: The William Way LGBT Community Center seeks to encourage, support, and advocate for the well-being and acceptance of sexual and gender minorities through service, educational, recreational, and cultural programming. • Website: www.waygay.org • Facebook: /waygayphiladelphia • Twitter: @waygay • Email: info@waygay.org“Did You Google It?” #searchchurch
  5. 5. Set It and Forget It Analytics By Ethan Lyon“Did You Google It?” #searchchurch
  6. 6. I dont have time & Im not a data nerd“Did You Google It?” #searchchurch Set It and Forget It Analytics
  7. 7. Don’t I need a data geek?“Did You Google It?” #searchchurch Set It and Forget It Analytics
  8. 8. Let’s set it and…. forget it!“Did You Google It?” #searchchurch Set It and Forget It Analytics
  9. 9. How are we going to do it? • Set up Google Analytics • Google Analytics Alerts • Google Analytics Dashboards“Did You Google It?” #searchchurch Set It and Forget It Analytics
  10. 10. Do you have 30 mins for me? • 15 mins for Analytics set up • 15 mins for alerts and reports“Did You Google It?” #searchchurch Set It and Forget It Analytics
  11. 11. Why should you take 30 mins out of your day?“Did You Google It?” #searchchurch Set It and Forget It Analytics
  12. 12. Do we have Analytics installed? http://bit.ly/analyticshelper“Did You Google It?” #searchchurch Set It and Forget It Analytics
  13. 13. Lets create an account and go!“Did You Google It?” #searchchurch Set It and Forget It Analytics
  14. 14. Remember the name of your website?“Did You Google It?” #searchchurch Set It and Forget It Analytics
  15. 15. Can you copy and paste?“Did You Google It?” #searchchurch Set It and Forget It Analytics
  16. 16. Did it work? Success!“Did You Google It?” #searchchurch Set It and Forget It Analytics
  17. 17. We have data, are we being successful?“Did You Google It?” #searchchurch Set It and Forget It Analytics
  18. 18. Lets focus on programs“Did You Google It?” #searchchurch Set It and Forget It Analytics
  19. 19. Lets try to increase visits to social programs http://waygay.org/programs/social.asp“Did You Google It?” #searchchurch Set It and Forget It Analytics
  20. 20. Lets create some goals!“Did You Google It?” #searchchurch Set It and Forget It Analytics
  21. 21. Lets add values and the conversion URL“Did You Google It?” #searchchurch Set It and Forget It Analytics
  22. 22. We can mark milestones! Annotate Events“Did You Google It?” #searchchurch Set It and Forget It Analytics
  23. 23. Now were tracking what matters, lets create alerts • If X happens, on X day, let me know“Did You Google It?” #searchchurch Set It and Forget It Analytics
  24. 24. Let’s set up our alerts to set it and… forget it!“Did You Google It?” #searchchurch Set It and Forget It Analytics
  25. 25. Create the alert“Did You Google It?” #searchchurch Set It and Forget It Analytics
  26. 26. Traffic has flatlined Courtesy of Rachael Gerson (@rachaelgerson)“Did You Google It?” #searchchurch Set It and Forget It Analytics
  27. 27. Email campaigns fall short“Did You Google It?” #searchchurch Set It and Forget It Analytics
  28. 28. Press mentions“Did You Google It?” #searchchurch Set It and Forget It Analytics
  29. 29. Track visits to broken pages Type waygay.org/rubbish and you’ll get something like:“Did You Google It?” #searchchurch Set It and Forget It Analytics
  30. 30. Track visits to broken pages (pt 2) Right click on page and “view page source”“Did You Google It?” #searchchurch Set It and Forget It Analytics
  31. 31. Track visits to broken pages (pt 3)“Did You Google It?” #searchchurch Set It and Forget It Analytics
  32. 32. Goals stop working“Did You Google It?” #searchchurch Set It and Forget It Analytics
  33. 33. How to set up a dashboard Need to Would like Could live have to have without“Did You Google It?” #searchchurch Set It and Forget It Analytics
  34. 34. This is what itd look like Press / Visit Top Goals Location Content“Did You Google It?” #searchchurch Set It and Forget It Analytics
  35. 35. Lets create a high-level dashboard“Did You Google It?” #searchchurch Set It and Forget It Analytics
  36. 36. This is what itd look like“Did You Google It?” #searchchurch Set It and Forget It Analytics
  37. 37. Schedule email reports to set it and forget it!“Did You Google It?” #searchchurch Set It and Forget It Analytics
  38. 38. Thank you! • Twitter: @ethanlyon • Email: ethanl@seerinteractive.com“Did You Google It?” #searchchurch Set It and Forget It Analytics
  39. 39. Content Creation Strategy By Mike King“Did You Google It?” #searchchurch
  40. 40. CONTENT IS LIFEBLOOD OF THE WEB For inbound marketing, content is the price of admission. Make remarkable content or you won’t be around next year.“Did You Google It?” #searchchurch Content Creation Strategy
  41. 41. CONTENT STRATEGY + SEO MUST WORK Content Strategy and SEO go hand in hand. To maximize the effectiveness of each you should absolutely NEVER have one without the other.“Did You Google It?” #searchchurch Content Creation Strategy
  42. 42. WE BET OUR AGENCY ON IT Creating remarkable content is required to build links at scale. At iAcquire we’ve shifted our entire offering to reflect that.“Did You Google It?” #searchchurch Content Creation Strategy
  43. 43. WHAT DOES THIS MEAN FOR WILLIAM WAY? Brands are the new content creators of the future. Watch this http://www.youtube.com/watch?v=LerdMmWjU_E It’s time to become a brand committed to building remarkable content targeted at the LGBT audience.“Did You Google It?” #searchchurch Content Creation Strategy
  44. 44. Content Audit“Did You Google It?” #searchchurch Content Creation Strategy
  45. 45. EVERYTHING IS CONTENT! I did a complete content audit of assets across the William Way ecosystem….“Did You Google It?” #searchchurch Content Creation Strategy
  46. 46. WHAT I FOUND 41 HTML Pages (excluding individual calendar entries) 14 PDFs 9 YouTube Videos 4 Vimeo Videos (2 exclusive to Vimeo)“Did You Google It?” #searchchurch Content Creation Strategy
  47. 47. WHAT WAS LINK-WORTHY? The only thing link-worthy on the site right now is the annual report PDF. Other things may be ephemerally share-worthy, but nothing else on the site is likely to naturally attract links.“Did You Google It?” #searchchurch Content Creation Strategy
  48. 48. THE INTERNET HATH SPOKEN! Apparently, I’m not the only one who feels this way. Only 3 URLs on the site have external links and 2 of those are the homepage.“Did You Google It?” #searchchurch Content Creation Strategy
  49. 49. THE INTERNET AGREES AGAIN! According to this Social Crawlytics (http://socialcrawlytics.com/) report your content doesn’t get much traction in social media and most activity is in Facebook.“Did You Google It?” #searchchurch Content Creation Strategy
  50. 50. BUT!“Did You Google It?” #searchchurch Content Creation Strategy
  51. 51. …ALL IS NOT LOST Much of the content on the site can be spiced up with a few engaging additions and made link-worthy.“Did You Google It?” #searchchurch Content Creation Strategy
  52. 52. PUT THE VIDEOS ON THE SITE Place the videos on the William Way site itself (using Wistia) and leverage transcripts (using Speechpad.com) and video sitemaps to improve visibility. While you’re at it put the other 2 videos on YouTube.“Did You Google It?” #searchchurch Content Creation Strategy
  53. 53. MAKE MORE VIDEOS Video appears to be the strong suit of William Way’s content creation. Leverage the community create more video assets for every event that happens in the Community Center.“Did You Google It?” #searchchurch Content Creation Strategy
  54. 54. ADD PICTURES, MAPS Add richer media to existing pages to make them more compelling and share-worthy. Give them as much of an experience is possible without them having to leave the William Way site.“Did You Google It?” #searchchurch Content Creation Strategy
  55. 55. USE GOOGLE CALENDAR The Calendar is a large draw to both the site and the community center itself. Place it on Google Calendar so that it is easily shared and imported by users.“Did You Google It?” #searchchurch Content Creation Strategy
  56. 56. PUSH MORE TO SOCIAL William Way’s social accounts don’t update as often as events happen. Reminders of events and live-tweeting of special events should be implemented.“Did You Google It?” #searchchurch Content Creation Strategy
  57. 57. MAKE IT EASY TO SPREAD THE WORD Incorporate social share buttons that allow people to share the event that they have signed up to attend.“Did You Google It?” #searchchurch Content Creation Strategy
  58. 58. PULL MORE FROM SOCIAL Black Milk Clothing pulls pictures of people wearing their garments from hashtagged pictures on Instagram and Twitter. Do the same for event specific hashtags.“Did You Google It?” #searchchurch Content Creation Strategy
  59. 59. THE NEW DESIGN Make “Donate” Stand out The new design of the site is great. I thank you, the internet thanks you. Only real suggestion I’d give is: Make the donate button a different color or size so it draws more attention.“Did You Google It?” #searchchurch Content Creation Strategy
  60. 60. Content Strategy“Did You Google It?” #searchchurch Content Creation Strategy
  61. 61. PERSONAS MONEYBAGS MONTY LIVELY LISA SELF-CONSCIOUS SUE PROUD PETE• Moneybags Monty is a 36 year Lively Lisa is 32 year old Self-Conscious Sue is a 31 Proud Pete is a 24 year old out old gay suburban home owner social butterfly who is proud bi-sexual recent divorcee of work college grad who has who is has an active voice in to let her lesbian “wings” fly. mother of one, who is very recently told his family he was the LGBT community. Bob She currently works in concerned about her job and gay. “Coming out” has given works for a Fortune 500 Philadelphia and lives just how much the housing Pete a new out look on life, and company in Philadelphia and outside of the city. Her main downfall will affect her and being out of work give him plenty has a disposable income which concerns in life is finding her family. Being a single of time to have a very heavy he uses to partake in the finer love, her career and raising gay mother, her concerns online social presence, which is things in life. While most of his a family one day. While she vary from LGBT political greatly influences by his friends, social beliefs fall in align with does have her hand in all issue as well as social limited budget and being openly the LGBT community, he is aspects of social media on a acceptance of lesbians in gay. very fiscally responsible. daily basis, LGBT issues America. And how her sex However being a fiscal aren’t the focus of her life. life would affect the raising of conservative does not hinder And mostly places her her child his willingness to donate to sexuality on the back burner LGBT based organizations.“Did You Google It?” #searchchurch Content Creation Strategy
  62. 62. PERSONAS MONEYBAGS MONTY KEY INSIGHT MoneyBags Monty thinks of his involvement as both a lifestyle and a sociopolitical statement. He needs to be armed with content that he can• Moneybags Monty is a 36 year old gay suburban home owner who is has an active voice in use to make his statement. the LGBT community. Bob works for a Fortune 500 company in Philadelphia and has a disposable income which he uses to partake in the finer things in life. While most of his social beliefs fall in align with the LGBT community, he is very fiscally responsible. However being a fiscal conservative does not hinder his willingness to donate to LGBT based organizations.“Did You Google It?” #searchchurch Content Creation Strategy
  63. 63. PERSONAS LIVELY LISA KEY INSIGHT Lively Lisa’s participation is like to be intermittent as she recognizes herself as part of the LGBT community but she Lively Lisa is 32 year old doesn’t use it to define her everyday social butterfly who is proud to let her lesbian “wings” fly. life. She currently works in Philadelphia and lives just outside of the city. Her main concerns in life is finding Capture her regularly with reactions to love, her career and raising a family one day. While she does have her hand in all news aspects of social media on a daily basis, LGBT issues aren’t the focus of her life. And mostly places her sexuality on the back burner“Did You Google It?” #searchchurch Content Creation Strategy
  64. 64. PERSONAS SELF-CONSCIOUS SUEKEY INSIGHTSelf-Conscious Sue is looking foranswers and is likely to be engaged insocial media daily. She’s like to blog,participate and share content on her Self-Conscious Sue is a 31 bi-quest to solidarity. sexual recent divorcee mother of one, who is very concerned about her job and how much the housing downfall will affect her and her family.Self-Conscious Sue is likely to be the Being a single gay mother, her concerns vary from LGBTmost active content consumer in the political issue as well as social acceptance of lesbiansmix. in America. And how her sex life would affect the raising of her child“Did You Google It?” #searchchurch Content Creation Strategy
  65. 65. PERSONAS PROUD PETE KEY INSIGHT Proud Pete is the quiet supporter who will become a one of the loudest members of the audience once he “comes out.” Proud Pete is a 24 year old out of work college grad who has recently told his family he was Proud Pete will ultimately become a gay. “Coming out” has given Pete a new out look on life, and being out of work give him plenty of large consumer and creator of content time to have a very heavy online social presence, which is greatly in this space. influences by his friends, limited budget and being openly gay.“Did You Google It?” #searchchurch Content Creation Strategy
  66. 66. CORE STRATEGY “We will develop informative, educational and entertaining content for distribution on the William Way site and across social media channels with the goal of increasing membership, Share of Voice in the LGBT conversation and overall brand awareness in the Philadelphia community.”“Did You Google It?” #searchchurch Content Creation Strategy
  67. 67. BRAND PROMISE “The William Way Community Center seeks to encourage, support, and advocate for the well-being and acceptance of sexual and gender minorities through service, recreational, educational, and cultural programming.”“Did You Google It?” #searchchurch Content Creation Strategy
  68. 68. tactics.“Did You Google It?” #searchchurch Content Creation Strategy
  69. 69. The Smartest Thing I Can Ever Say Eliminate the distance between what’s happening online and offline.“Did You Google It?” #searchchurch Content Creation Strategy
  70. 70. SHOWCASE THE PEOPLE Chicago’s Center on Halsted focuses on the people that are a part of the community and have joined the center. Place them front and center and you will find people are far more likely to engage.“Did You Google It?” #searchchurch Content Creation Strategy
  71. 71. HUMANIZE THE BRAND The GSA network does a great job of putting their team front and center and showing there are actual people on the other side.“Did You Google It?” #searchchurch Content Creation Strategy
  72. 72. TELL COMPELLING STORIES There’s a variety of ways to tell stories online. Some have used the Storybird.com children’s book format to create great content around the subject, you can also use video as well.“Did You Google It?” #searchchurch Content Creation Strategy
  73. 73. PLAY UP DONATIONS Working on the Big Brothers Big Sisters “Start Something” campaign we saw an uptick in donations after a counter was installed.“Did You Google It?” #searchchurch Content Creation Strategy
  74. 74. COMMUNITY BLOGGERS Turn members of the community into thought leaders by leveraging their writing talents for a daily blog about all the topics that align with William Way’s business goals. Use this to spotlight community members as well.“Did You Google It?” #searchchurch Content Creation Strategy
  75. 75. USTREAM EVENTS Broadcast community center events online so those that cannot be there can enjoy and those from other cities can see what they are missing. You can also use the recordings as content after the fact.“Did You Google It?” #searchchurch Content Creation Strategy
  76. 76. ENGAGE COMMUNITY IN SOCIAL MEDIA Tweetups, Google Hangouts and Polls on Facebook are all easy and repeatable ways to engage the community in social media.“Did You Google It?” #searchchurch Content Creation Strategy
  77. 77. VISUALIZE YOUR DATA Infographics work. Give people something portable and they will spread it and link to it.“Did You Google It?” #searchchurch Content Creation Strategy
  78. 78. CREATE GUIDES Like any other niche the LGBT community can benefit greatly from definitive guides that educate and entertain.“Did You Google It?” #searchchurch Content Creation Strategy
  79. 79. MORE IDEAS Add An Online Community Comment On News Crowdsource Video #Tweetups I wanted to suggest more of these things, but I think we’ve loaded up with enough to get it started!“Did You Google It?” #searchchurch Content Creation Strategy
  80. 80. HOW DO YOU COME UP WITH CONTENT IDEAS? ASK EAVESDROP STEAL Post Questions to your Do keyword searches in See what your audience in social free social listening competitors made and media tools make a better version of it 80“Did You Google It?” #searchchurch Content Creation Strategy
  81. 81. Keyword Research“Did You Google It?” #searchchurch Content Creation Strategy
  82. 82. INFORMATION ARCHITECTURE Each page should have 2-3 keywords associated with it.“Did You Google It?” #searchchurch Content Creation Strategy
  83. 83. I’LL START YOU OFF“Did You Google It?” #searchchurch Content Creation Strategy
  84. 84. THE REST IS UP TO YOU Input a keyword or a URL, set Match Type to [Exact] go for the ones with enough Local Monthly Searches. https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestTyp e=KEYWORD_IDEAS“Did You Google It?” #searchchurch Content Creation Strategy
  85. 85. MAXIMIZING KEYWORD USAGE Page Titles should be up to 70 characters, unique, keyword-relevant, start with the target keyword. Meta Descriptions should be up to 155 characters, unique, keyword-relevant and include a call to action. Heading Tags should be keyword-relevant, there should be only one H1. Images should have keyword-relevant filenames and alt attributes. URLs should be short and keyword-relevant without queries. Body Text should have keywords distributed naturally and evenly throughout.“Did You Google It?” #searchchurch Content Creation Strategy
  86. 86. INTERNAL LINKING STRUCTURE Each page owns a keyword. The first time a keyword or a variant is mentioned on any page link back to its owner. Do a quick keyword search in the Adwords tool when titling your articles and determining the keyword a new page owns.“Did You Google It?” #searchchurch Content Creation Strategy
  87. 87. Content Calendar“Did You Google It?” #searchchurch Content Creation Strategy
  88. 88. 6-MONTH CONTENT CALENDAR July Aug Sept Oct Nov DecContent DevelopmentTopic Focus TBD TBD TBD TBD TBD TBD Plan out themes for the next six months, potentially around LGBT holidays and create big content around those themes.“Did You Google It?” #searchchurch Content Creation Strategy
  89. 89. CONTENT SCHEDULE One Blog Post per weekday (minimum) Weekly Google Hangout Monthly #lgbtchat tweetup Bi-weekly Other content launch (Video, infographic, etc). Stick to this schedule and push this content out to social at 9am, 12pm, 3pm, 5pm and 9pm in addition to your mailing list and you will build traction.“Did You Google It?” #searchchurch Content Creation Strategy
  90. 90. EXAMPLE SITES www.gaycenter.org/ http://www.huffingtonpost.com/gay-voices/ http://www.gaycenter.org/ http://www.centeronhalsted.org/ http://www.centralpalgbtcenter.org/ These are some of the sites I looked at that had elements of great content strategy. Under this plan William Way is poised to be even better!“Did You Google It?” #searchchurch Content Creation Strategy
  91. 91. Thank You! MICHAEL KING Director of Inbound Marketing www.iacquire.com mike@iacquire.com @iPullRank“Did You Google It?” #searchchurch Content Creation Strategy
  92. 92. Link Building By Wil Reynolds“Did You Google It?” #searchchurch
  93. 93. How this event came to be?“Did You Google It?” #searchchurch 93
  94. 94. TY @jaibee“Did You Google It?” #searchchurch 94
  95. 95. If you build it they will come“Did You Google It?” #searchchurch 95
  96. 96. “Did You Google It?” #searchchurch 96
  97. 97. Links = TRUST“Did You Google It?” #searchchurch 97
  98. 98. Great content - Links = No SE traffic“Did You Google It?” #searchchurch 98
  99. 99. Great content - Links / Social = No traffic“Did You Google It?” #searchchurch 99
  100. 100. What are your goals?“Did You Google It?” #searchchurch 100
  101. 101. “Did You Google It?” #searchchurch 101
  102. 102. Donors Advocacy Engagement Memberships“Did You Google It?” #searchchurch 102
  103. 103. How can Google make that happen?“Did You Google It?” #searchchurch 103
  104. 104. Higher Rankings“Did You Google It?” #searchchurch 104
  105. 105. Higher Rankings + traffic (advocacy) + attendance (engagement) More donors!! “Did You Google It?” #searchchurch 105
  106. 106. Poll: Philadelphia Gay Calendar Philadelphia Gay Events“Did You Google It?” #searchchurch 106
  107. 107. Tool #1 Google.com“Did You Google It?” #searchchurch 107
  108. 108. “Did You Google It?” #searchchurch 108
  109. 109. Tool #2 Google Keyword Tool“Did You Google It?” #searchchurch 109
  110. 110. “Did You Google It?” #searchchurch 110
  111. 111. Site:yoursite.com intitle:keyword“Did You Google It?” #searchchurch 111
  112. 112. What is a title?“Did You Google It?” #searchchurch 112
  113. 113. Current title of events page “William way community center”“Did You Google It?” #searchchurch 113
  114. 114. What if it was…“Did You Google It?” #searchchurch 114
  115. 115. New title of events page “Philadelphia Gay Calendar & Events for the LGBT Community”“Did You Google It?” #searchchurch 115
  116. 116. 30 second change Gets you in front of Thousands more people“Did You Google It?” #searchchurch 116
  117. 117. 10 – 20 opportunities“Did You Google It?” #searchchurch 117
  118. 118. “Did You Google It?” #searchchurch 118
  119. 119. “Did You Google It?” #searchchurch 119
  120. 120. “Did You Google It?” #searchchurch 120
  121. 121. Content Drives Links“Did You Google It?” #searchchurch 121
  122. 122. Am I writing content people want?“Did You Google It?” #searchchurch 122
  123. 123. “Did You Google It?” #searchchurch 123
  124. 124. “Did You Google It?” #searchchurch 124
  125. 125. Missing a chance to help couples!“Did You Google It?” #searchchurch 125
  126. 126. Am I using the right words on my site to achieve my objectives?“Did You Google It?” #searchchurch 126
  127. 127. “Did You Google It?” #searchchurch 127
  128. 128. Events are a big source of fundraising“Did You Google It?” #searchchurch 128
  129. 129. “Did You Google It?” #searchchurch 129
  130. 130. Homepage?“Did You Google It?” #searchchurch 130
  131. 131. Homepage?“Did You Google It?” #searchchurch 131
  132. 132. Assets: Events / Archives“Did You Google It?” #searchchurch 132
  133. 133. No link “Did You Google It?” #searchchurch 133
  134. 134. “Did You Google It?” #searchchurch 134
  135. 135. Google Alerts“Did You Google It?” #searchchurch 135
  136. 136. “Did You Google It?” #searchchurch 136
  137. 137. “Did You Google It?” #searchchurch 137
  138. 138. “Did You Google It?” #searchchurch 138
  139. 139. “Did You Google It?” #searchchurch 139
  140. 140. .org? Or .com?“Did You Google It?” #searchchurch 140
  141. 141. Opensiteexplorer.com“Did You Google It?” #searchchurch 141
  142. 142. “Did You Google It?” #searchchurch 142
  143. 143. “Did You Google It?” #searchchurch 143
  144. 144. “Did You Google It?” #searchchurch 144
  145. 145. “Did You Google It?” #searchchurch 145
  146. 146. “Did You Google It?” #searchchurch 146
  147. 147. “Did You Google It?” #searchchurch 147
  148. 148. “Did You Google It?” #searchchurch 148
  149. 149. Thank you! • Twitter: @WilReynolds“Did You Google It?” #searchchurch
  150. 150. 5 Ways To Bootstrap Marketing By Tom Critchlow“Did You Google It?” #searchchurch
  151. 151. 1) A Visible Simple Metrichttp://mygengo.com/about-us/blog/why-your-startup-needs-a-visual-dashboard/“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  152. 152. 2) Hustle > Marketinghttp://www.distilled.net/linkbait-guide/ “Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  153. 153. 3) Do One Thing Often“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  154. 154. 4) Build A Platform“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  155. 155. 5) The Secret Ingredient“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  156. 156. 5.5) Cheat Dear William Way Center, heres a list of folks I think you should reach out to: • http://www.phillymag.com/best_of_the_gayborhood/index. html • http://followerwonk.com/bio/?l=Philadelphia • http://lgbtfriends.meetup.com/cities/us/pa/philadelphia/ • http://www.edgephiladelphia.com/ • http://www.outbrands.com/leadership.html“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  157. 157. Thank you! • Twitter: @TomCritchlow“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  158. 158. Q&A Time“Did You Google It?” #searchchurch
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