What to do AFTER you hit “Publish” How To Promote Your Blog on Social Media International Food Bloggers Conference #IFBC S...
About Us Rebecca Coleman @rebeccacoleman @rebeccacoleman Lorraine Goldberg @voraciousgirl @voraciousgirl
What We’ll Cover • Building & Mastering Editorial Calendar • Facebook Marketing • Twitter • Pinterest • Instagram • Video ...
Building An Editorial Calendar • Seasons • Key Trends • Holidays • Food Holidays • Events • Everyday Cooking
Promotion Checklist Create a checklist to go through every time you publish a new blog post • Facebook • Twitter • Pintere...
Optimizing Social Editorial Calendar New Content Plan in advance or layer in new posts. Existing Content Use tagging or a ...
Facebook Photo Posts Photo Sharing Eye-candy. Inspiration. Storytelling. Add Blog Logo/Photo Attribution Small/tasteful pl...
Facebook Link Style Posts Update or Change Photo You can use a different photo. Best size: 1200x600. Change Headline Play ...
Facebook Videos Teasers Short videos that tease what’s to come. Tips & Tricks Great way to show a simple tip/trick/hack. P...
Twitter • If you don’t already, try to have the same @handle for Insta and Twitter • Curate content to supplement your own...
Food On Pinterest
15 Image Credit: Pinterest Blog Stages Of Interests
Understand Your Category on Pinterest According to Pinterest, people’s interest around food falls into four categories: • ...
Make Your Content Pinnable Make it easy for pinners to share your content Add Pin it button to your site (especially mobil...
Reuse, Recycle, Reshare 18 Reuse good content! No need to recreate. Especially if it did well. Put content on multiple boa...
Longtail Social • The content that is in Pinterest is there basically forever, always can be discovered- make sure the ima...
Pinning Tips 20@voraciousgirl/@allrecipes #IFBC • Add a description: give people a reason to repin. Tips, rave reviews (my...
Instagram • Currently one of the fastest growing social networks, full of #foodporn • Connect with other foodies, observe,...
Video • Moving pictures are your friend! • Vine (6 seconds—tweetable) • Instagram (15 seconds) • YouTube (4 B hits/day) – ...
Q & A
IFBC 2015: What Do You Do After you Hit Publish?
IFBC 2015: What Do You Do After you Hit Publish?
IFBC 2015: What Do You Do After you Hit Publish?
IFBC 2015: What Do You Do After you Hit Publish?
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IFBC 2015: What Do You Do After you Hit Publish?

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So, you're a food blogger! You spend hours researching and creating recipes, taking photos, visiting restaurants and writing about them. But just because you write it, doesn't mean readers will come. How can you market your blog using social media? In this workshop, we'll cover best practices for marketing your blog though popular social media networks like Facebook, Twitter, Instagram and Pinterest. We'll talk about evergreen content, editorial calendars, and how to build a social media marketing plan for your blog. You'll walk away with lots of actionable tips and tasks that will help you to see an immediate change in your traffic. Please note: this workshop is focused on beginner-level skills, but we will include some tips and tricks for the more advanced social media user. Led by social media experts Lorraine Goldberg (Allrecipes.com) and Rebecca Coleman (British Columbia Institute of Technology & Cooking By Laptop).

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  • Lorriaine
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    • IFBC 2015: What Do You Do After you Hit Publish?

    1. 1. What to do AFTER you hit “Publish” How To Promote Your Blog on Social Media International Food Bloggers Conference #IFBC September 19, 2015
    2. 2. About Us Rebecca Coleman @rebeccacoleman @rebeccacoleman Lorraine Goldberg @voraciousgirl @voraciousgirl
    3. 3. What We’ll Cover • Building & Mastering Editorial Calendar • Facebook Marketing • Twitter • Pinterest • Instagram • Video Marketing: YouTube, Vine, Instagram, and Meerkat/Periscope.
    4. 4. Building An Editorial Calendar • Seasons • Key Trends • Holidays • Food Holidays • Events • Everyday Cooking
    5. 5. Promotion Checklist Create a checklist to go through every time you publish a new blog post • Facebook • Twitter • Pinterest • Instagram • G+ For each blog post determine how many assets you have and how often you plan to promote the blog post. If you have your calendar established for the year or season, you can build your promotion calendar in advance for the post.
    6. 6. Optimizing Social Editorial Calendar New Content Plan in advance or layer in new posts. Existing Content Use tagging or a content management system to identify existing content to promote. Content Swaps If you participate in a blog share. 9@voraciousgirl/@allrecipes #IFBC
    7. 7. Facebook Photo Posts Photo Sharing Eye-candy. Inspiration. Storytelling. Add Blog Logo/Photo Attribution Small/tasteful placement to give your image/blog credit. Things can go viral, you want it to be attributed to you. Always LINK Add a link to the blog post! Always. 10@voraciousgirl/@allrecipes #IFBC
    8. 8. Facebook Link Style Posts Update or Change Photo You can use a different photo. Best size: 1200x600. Change Headline Play w/headlines. Test messaging. This is good for promoting several times. Update Description When the link style post is shared this is what follows the post. Make sure it entices people to share or click. 11@voraciousgirl/@allrecipes #IFBC
    9. 9. Facebook Videos Teasers Short videos that tease what’s to come. Tips & Tricks Great way to show a simple tip/trick/hack. People LOVE Hacks. Drive Engagement Facebook Algorithm likes video. Good for driving likes, shares and comments with your fans. 12@voraciousgirl/@allrecipes #IFBC
    10. 10. Twitter • If you don’t already, try to have the same @handle for Insta and Twitter • Curate content to supplement your own • Use tools like Hootsuite or Buffer • Inspirational quotes (Pablo, Picmonkey, Brainyquote) • Hashtags (popular or grow-your-own??) • Tweet evergreen content
    11. 11. Food On Pinterest
    12. 12. 15 Image Credit: Pinterest Blog Stages Of Interests
    13. 13. Understand Your Category on Pinterest According to Pinterest, people’s interest around food falls into four categories: • Everyday Dishes • Entertaining • Aspirational Ideas • Eye Candy Make sure the content you pin reflects the multiple categories people are interested in and engage with. Hint: they are more likely to click on the everyday, but repin the aspirational or eye candy. Identify the category that resonates best with your audience and do that well. 16@voraciousgirl/@allrecipes #IFBC
    14. 14. Make Your Content Pinnable Make it easy for pinners to share your content Add Pin it button to your site (especially mobile), content and online marketing Content should be optimized for mobile (image, description) 17 Image Credit: Pinterest Blog @voraciousgirl/@allrecipes #IFBC
    15. 15. Reuse, Recycle, Reshare 18 Reuse good content! No need to recreate. Especially if it did well. Put content on multiple boards, it’s likely they have different followers so your content reaches a wider audience. Be strategic about how and when you reshare. @voraciousgirl/@allrecipes #IFBC
    16. 16. Longtail Social • The content that is in Pinterest is there basically forever, always can be discovered- make sure the image and copy reflect that • Pin evergreen content: no promos or contests • Make sure your content is a good mix of the now, later and past. • Pin a variety of content • Write copy specifically for Pinterest- make descriptions useful and inspiring 19@voraciousgirl/@allrecipes #IFBC
    17. 17. Pinning Tips 20@voraciousgirl/@allrecipes #IFBC • Add a description: give people a reason to repin. Tips, rave reviews (my kids loved it), gluten-free or something special about the recipe. • Include Recipe title in description. • Vertical images can drive more repins. • ALWAYS link to recipe via image not description • Text overlays: • Use titles
    18. 18. Instagram • Currently one of the fastest growing social networks, full of #foodporn • Connect with other foodies, observe, comment and like (Insta is very karmic) • Challenge: no clickable links, so more about building community than traffic per se • The better the photo…. Get a good camera, learn photography skills; composition, lighting • Hashtag, hashtag, hashtag!
    19. 19. Video • Moving pictures are your friend! • Vine (6 seconds—tweetable) • Instagram (15 seconds) • YouTube (4 B hits/day) – Can you demo something? Also embeddable on your blog • Live-streaming: Periscope, Meerkat, Blab
    20. 20. Q & A

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