The Difference Between Content Marketing and Great Content - Sarah Evans (Social Fresh WEST 2013)

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  • Doesn’t matter if you need to do this through a template, plug-ins for hiring someone to code. Do the best with what you have.

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  • 1. Sarah Evans FAVES + CO. Sevans Strategy sarahsfav.es
  • 2. Content Marketing A term that refers to anything you create online (or off) to drive traffic back to your site.
  • 3. I’m sharing information I believe others want to know. And that is the fundamental starting point for creating great content. Creating with passion, with integrity and with purpose can change everything.
  • 4. GREAT CONTENT
  • 5. A picture really is worth a lot of words, just make sure it’s optimized for the web. • Compress it (TinyPNG) • Include main local keywords in filename • Use good ALT text • Add to Flickr and link back to your website from it
  • 6. KNOW YOUR AUDIENCE! • Primarily ages 21-49 • Live in the U.S., Canada, U.K. (English-speaking countries) • Love foreign travel and “ethnic” experiences Reader demographics • Earn more than $76,000 per year • Can’t get enough of gadgets and upscale brands • Have diverse media tastes On average, 60K views per month and thousands of social shares.
  • 7. If you have the money or bandwidth, pay for great design. $$$
  • 8. • 80% of people will read your headlines. • But only 20% of those people will read the rest of your content! KISSmetrics Has an amazing headline.
  • 9. It’s all about the “like,” retweet, pin, +1, etc… EVERY SINGLE POST NEEDS A PIN-WORTHY PHOTO
  • 10. Social media help content get indexed faster and shows you’re authoritative Tweeting cuts indexation time by 50% and reduces the time it takes Googlebot to find your content from 2 hours to :02 seconds WhiteFire, an SEO Company
  • 11. DOES NOT TAKE FOREVER TO LOAD http://tools.pingdom.com/fpt/
  • 12. THE PINTRISTIFICATION & INSTAGRAMIZATION OF CONTENT If you like it, then you should have put a filter on it.
  • 13. 7 APPS FOR CREATING GREAT VISUALS FROM YOUR PHONE 1. Phonto 2. Over 3. News Booth 4. Whims 5. Phoster 6. VSCOcam 7. Screenshot *iOS recommendations
  • 14. Photos on Facebook Generate 53% More Likes Than the Average Post HubSpot, 2012 Even though it takes more work, post native photos on Facebook.
  • 15. http://sarahsfav.es/2012/07/31/i phoneography/ iPhone Photography: The Visual Guide By @alliworthington ($5.00) • Never, ever zoom • Don’t be a flasher. • Light matters • Use editing apps
  • 16. 5 to 10 posts a day is ideal, and don’t forget social shares Guest contributors. Curate. Aggregate. Original.
  • 17. EDITORIAL CALENDAR Check out Evernote, Tracky or, a plug-in on WordPress
  • 18. Planandbenimble
  • 19. Define your style • Headline: optimized for search, compelling, no more than 100 characters (approximately two sentences) • Teaser / subhead / lead / nut graph: optimized for search, link to access main story content, bold key words and phrases • Front page photo: square image, cropped, re-sized appropriately: .JPG, .png or .GIF • Full article main photo: 600 x 600, center
  • 20. Photo + Video + Audio + Written The full (web) circle Instagram = 15 seconds; Vine = 6 seconds
  • 21. Make sure your content works on mobile and tablet devices
  • 22. FREE TOOL*!!! *okay, only for 7 days https://bmobilized.com
  • 23. SOMETIMES, IT BREAKS ALL OF THE RULES “According to Alexa, Reddit generates more traffic than The New York Times, Fox News and Skype, with approximately 70 million unique visitors a month and around five billion page views.” -Jay Caspian King, New York Times
  • 24. • IFTTT • Buffer • Pinerly • Evernote • Do Share Use workhacks to optimize output and automate, where appropriate
  • 25. Get your email list up and running, like now. Use a service, like Marketo, Mailchimp or Eloqua
  • 26. PASSION PURPOSE INTEGRITY
  • 27. To schedule a meeting with Sarah, email prsarahevans@gmail.com. MORE?