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CONTENT
MARKETING
            Image: flickr/Reach Out/stuardpilbrow
What you will learn
What is content marketing
 How will content marketing benefit my business

What is a content marketing strategy
 How to create a content marketing strategy

What is successful content
 How to create successful content

                                    Image: deviantart/Crumpled white paper texture/melemel
ATTENDEE QUESTIONS

1. How do I link my website blog to social
   networks and use it effectively?
2. Does copying content from another website
   affect my Google ranking?
3. Can I update website content myself or do I
   always have to use a web developer?
4. Is it better to embed YouTube videos on my
   website or should I simply have a link?

                          Image: www.assistmybusiness.netwp-contentuploads201010question-mark
What is content
  marketing?
WHAT IS CONTENT MARKETING?



A.
Educational, informative content
to attract attention
and build a solid
reputation with potential customers

                                Image: flickr/welcomebackstevejobsillustration/photogiddy
E.G. 5 ways to travel like a local




                       Image: www.lostgirlsworld.com/2010/12/travel-like-a-local/
What is content marketing?


B.
Great content
and quality information to
market a product or service


                              Image: www.sellsellblog.blogspot.com
What is content marketing?


C.
Use of valuable content
to generate revenue for
your business


                            Image: flickr/AUD100
LESSON: Know your customers and help them think differently about how and when
they use your product. In Kraft’s case, this translates to making life easier by suggesting
                          new dishes that can be made easily.
What is content marketing?
A. Educational, informative content to attract attention and build a
solid reputation with potential customers

B. Great content and quality information to market a product or service
C. Use of valuable content to generate revenue for your business
D.   All of the above
What is content marketing?


Lastly,
It is not just text




                      Image: deviantart/Crumpled white paper texture/melemel
What is content marketing?




Photos     Videos                       Audio


                    Image: deviantart/Crumpled white paper texture/melemel
Photos
Video
Audio
How will content
marketing benefit
 my business?
SEARCH ENGINE OPTIMIZATION
BRINGS REPEAT VISITORS
ATTRACTS LINKS NATURALLY
ESTABLISHES RELATIONSHIP




                    Image: sxchu/photo--1065245
$



$       $



            $
Which
                               Test
                              Won?


A
“Last minute discounts”




                          B
                              Source: www.whichtestwon.com
Winner
                 Version B, without the additional bottom
                 button, got a 28.7% lift in paid hotel bookings.




             B
“While you may influence more people to take an action on your test page, you want
  to be sure it doesn’t hurt your ultimate ability to get the final conversion step.”
                                                                        Source: www.whichtestwon.com
Image: Flickr/Beaker!/hyku
GIVES YOU AUTHORITY




               Image: www/sxc.hu/Police Officer/ julosstock
EXPAND TO A VARIETY OF NICHES




                   Image: flickr/ cupcakes are fun to make/ OrangeCounty_Girl
SPREAD IT FAR AND WIDE




                  Image: flickr/socialnetworkmap/butchlebo
What is a content
marketing strategy?
Give it to me straight

                                         Make it quick and easy


     Tempt Me


                                              Excite Me


Knock me off my feet
                                  Hold me close
                                                  Image: sparksheet-six-stages-of-travel
Where’s that
content marketing
 strategy again?




                    Image: sxchu/photo--234819
ASK THE TOP 6


Who        What     When



Where       How         Why
of an article

  Are you ready to
   utilise all of the
facilities available to
   maximise your
       content?



                          Image: www.elliance.com/The-Life-of-an-Article-on-the-Web
How to create a
content marketing
     strategy
WHO



  will be creating the content
                       Image: flickr/write/designsquid
WHO




      is your target market
                      Image: flickr/targets/archeon
WHO



  will people contact if they are
interested in what you have to say
               Image: flickr/SCRTD – Customer Relations Open House RTD_1802_03/metrolibraryarchive
WHAT

           Things to do




                          New regional facilities




 topics will you be speaking about
WHAT




       are your overall aims?
                      Image: flickr/sweet dunk/ joshme17
WHEN




  will you be creating content
                    Image: flickr/what’s on my desk/valerierenne
WHEN




 will you be publishing content
                       Image: flickr/empty head/koalazymonkey
WHERE




will you be publishing your content
WHY




 are you writing about each topic
                            Image: flickr/writing/jjpacres
WHY



is your target market going to read
            your content Image: Flickr/ story time with uncle derek/ meemal
HOW
                                                  Social
 Direct Contact             Social Media
                                               Bookmarking
• Business              •   Facebook       •   Digg
  Newsletters           •   Twitter        •   StumbleUpon
• Regional              •   YouTube        •   Delicious
  Newsletters           •   LinkedIn       •   Reddit
• Local newspaper       •   Flickr         •   Technorati
• Email Subscriptions
• RSS Feeds



are you going to share your content
            with others
HOW
                 Writers, editors
                 and publishers




      Schedule                      Topic ideas




are you going to plan for the long term
HOW




 are you going to publish content
                Image: http://phillihp.com/2011/05/25/vs-joomla-drupal-wordpress-pick-one/
ATTENDEE QUESTION




Can I update website
content myself or do I
always have to use a
web developer?
                         Image: www.assistmybusiness.netwp-contentuploads201010question-mark
What is
successful content?
The structure of the content
 Well written with
 images, keywords, links, references, SEO attributes
 and F-pattern. Is shared across multiple platforms
 and bookmarked naturally.
The impact of the content
  Achieves the goals and desired outcomes that were
  outlined in your Content Marketing Strategy.
but, I'm busy!




             Image: Flickr/Hardcover book gutter and pages/Horia Varlan
GREAT CONTENT

                      Provides
                     credibility


Achieves desired
                                        Is actionable
   outcomes




                                   Begs to be
         Is shared
                                    Shared
How to create
successful content
Web Copy That Sells!
http://www.mindmeister.com/40440405?title=web-copy-that-sells




        Free Mindmap & EBook
WHAT IS YOUR STORY?
 Create a ‘voice’ for your company
Words tell   Emotions sell

                  Image: flickr/sequoia smiling at his mom/sean dreilinger
Swapping words with emotions




         Extract from Maria Veloso's "Web Copy That Sells"
LET IT RAIN




Brainstorm content
ideas for your website
                           Image: flickr/dearmiami
LET IT RAIN IDEAS
Your Products and Services                                      Your Customers

                                                                   Testimonials
New products or services.
                                                            Shared experiences
New or updated website
                                                             Recommendations
Changes in pricing or special offers/discounts
                                                       News and current topics.
New releases of your products
                                                                   Local events
Industry awards                                            Current related news

                                    Predict where you think your market is going

                     Link to something controversial or oppose a common belief
LET IT RAIN IDEAS
Your Staff                                                           Marketing

New staff joining                                Any exhibitions or trade shows
Awards won by employees.                                      Perform a survey
New training programs                                    Publish a white paper
Retirements                                             Speaking engagements
Staff Picks
                                                        Your Business or Office
Community Activities                                        Move or expansion
Community sponsorship or activities    An interview or meeting with a celebrity
Charities you may support               Certification or awards of your business
Fund raising days                     Industry associations you may have joined
Any of your staff performing something charitable
GROUP EXERCISE




 Lets take 5 minutes to come up with 10 topics that
 you feel would be suitable for your web content
 within your industry.


                                                 Image: flickr/dearmiami
WHO SHOULD WRITE THE CONTENT?


 I will write it        I will hire a
    myself!            professional!




                       Image: okaygeek.com/ Storage/Apple Mac
ARTICLEWRITERS.COM.AU
STRUCTURE YOUR CONTENT
                       • End




            • Middle




    • Beginning

                               Image: flickr/broxtronix
6 tips



 1. Headline
 2. Offer or call to action
 3. First paragraph
 4. Benefits
 5. Images
 6. Look & Feel
F-PATTERN
5 WAYS TO MAKE IT EASY TO READ




1.
Use bulleted lists to summarize content
     • Point one
     • Point two
     • Point three



                                 Image: deviantart/Crumpled white paper texture/melemel
5 WAYS TO MAKE IT EASY TO READ




2.
Highlight selected keywords to help scanners
move through your web copy
     • Bold
     • Italic
     • Underlining

                                 Image: deviantart/Crumpled white paper texture/melemel
5 WAYS TO MAKE IT EASY TO READ




3.
Write meaningful subheads
(as opposed to amusing or clever ones)




                                Image: deviantart/Crumpled white paper texture/melemel
5 WAYS TO MAKE IT EASY TO READ




4.
Present one idea per paragraph




                                 Image: deviantart/Crumpled white paper texture/melemel
5 WAYS TO MAKE IT EASY TO READ




5.
Use the inverted pyramid style of writing
     Present key points and conclusions first,
     followed by less important information
     and background material



                                           Image: deviantart/Crumpled white paper texture/melemel
CHOOSE YOUR VOICE
    BE CONSISTENT




“Conversational style is recommended”
Which Homepage Generated More Revenue




              A                       B
                              whichtestwon.com
Version A, with a search by location map




                            A
                                     whichtestwon.com
WRITING FOR SEO
KEYWORDS, KEYWORDS, KEYWORDS
SIZE MATTERS




Aim for 400 – 1000 words

                           Image: starbucks.com
COMPRESS IMAGES, USE ALT TAG




    <img src=“gold-coast-accommodation.jpg”
      alt=“Gold Coast Accommodation” />
                                         Image: flickr/Gold Coast/ RabunWarna
LINK TO OTHER ARTICLES




http://www.websitename.com.au/blog/content/article/post.html




          Bonus Point: Link out to authoritative sites
INBOUND WRITER
ATTRIBUTE IMAGES
ATTENDEE QUESTION




Does copying content
from another website
affect my Google
ranking?

                       Image: www.assistmybusiness.netwp-contentuploads201010question-mark
WRITING FOR SEO
Google Panda fights against content robbers
 (copy-and-paste) and spammers

You can lose up to 75% of your site traffic




                       http://afterpanda.com/content/smx-advanced-seattle-panda-notes-and-panda-22-prediction
PUBLISH YOUR CONTENT


                       Image: lolpie.com/push-it-real-good
FACEBOOK
Which Facebook Ad Got a Huge Lift in Click Through Rate?




                     A                                 B
               (Different Headlines & Copy)
                                              whichtestwon.com
Version B lifted the click through rate by 2,666%

Active headline
                                                         B

   Clear benefits
                                                  Call to action


Version A’s copy defined what the program is, not what the program does.
                                                               whichtestwon.com
TWITTER
YOUTUBE
How to Reach New Customers Using Content Marketing
Blog

Seniors sites - Guest post

Twitter

Online Press Release

Social bookmarking
ATTENDEE QUESTION
“Is it better to embed YouTube videos on my
website or should I simply have a link?”




                           Image: www.assistmybusiness.netwp-contentuploads201010question-mark
LINKEDIN
Client Hidden
             Measuring Success




Client
Keywords
Hidden
1. Understand What You’re Measuring



    Know your baseline and set
    a goal - Increase bookings?


     How many are you getting
     now and from what sources



               Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
2. Use Proxies to Measure Initial Success


E.G. Proxies for measuring a blog’s ROI
• Facebook likes
• Retweets
• LinkedIn and other shares
• Reblogs
•  Links back
•  Comments
•  Time spent on page
•  Average page views per visitor (especially if you’re effective at
  internal linking of your posts)
• Followers
• @mentions



                                Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
3. Measure Both Primary and Secondary
        Conversion Indicators

Primary Indicators
• New enquiries or bookings this months vs. last month



Secondary Indicators
•   Quality of leads
•   Retention period
•   Lifetime value per lead
•   Length of sales cycle
•   Number of new customers referred by lead




                              Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
Don’t take your word for it!

                    Where are the
What does            directions!
this mean?
Questions?



   Image: flickr/A wild question/[f]oxymoron
MyWebSchool.com for help and tips
1                                       2




                                        3
http://www.facebook.com/untanglemyweb




twitter.com/untanglemyweb


au.linkedin.com/in/adamwallace
                                  Image: Flickr/Thank You/ eunmind

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How to Reach New Customers Using Content Marketing

  • 1. CONTENT MARKETING Image: flickr/Reach Out/stuardpilbrow
  • 2. What you will learn What is content marketing How will content marketing benefit my business What is a content marketing strategy How to create a content marketing strategy What is successful content How to create successful content Image: deviantart/Crumpled white paper texture/melemel
  • 3. ATTENDEE QUESTIONS 1. How do I link my website blog to social networks and use it effectively? 2. Does copying content from another website affect my Google ranking? 3. Can I update website content myself or do I always have to use a web developer? 4. Is it better to embed YouTube videos on my website or should I simply have a link? Image: www.assistmybusiness.netwp-contentuploads201010question-mark
  • 4. What is content marketing?
  • 5. WHAT IS CONTENT MARKETING? A. Educational, informative content to attract attention and build a solid reputation with potential customers Image: flickr/welcomebackstevejobsillustration/photogiddy
  • 6. E.G. 5 ways to travel like a local Image: www.lostgirlsworld.com/2010/12/travel-like-a-local/
  • 7. What is content marketing? B. Great content and quality information to market a product or service Image: www.sellsellblog.blogspot.com
  • 8. What is content marketing? C. Use of valuable content to generate revenue for your business Image: flickr/AUD100
  • 9. LESSON: Know your customers and help them think differently about how and when they use your product. In Kraft’s case, this translates to making life easier by suggesting new dishes that can be made easily.
  • 10. What is content marketing? A. Educational, informative content to attract attention and build a solid reputation with potential customers B. Great content and quality information to market a product or service C. Use of valuable content to generate revenue for your business D. All of the above
  • 11. What is content marketing? Lastly, It is not just text Image: deviantart/Crumpled white paper texture/melemel
  • 12. What is content marketing? Photos Videos Audio Image: deviantart/Crumpled white paper texture/melemel
  • 14. Video
  • 15. Audio
  • 16. How will content marketing benefit my business?
  • 20. ESTABLISHES RELATIONSHIP Image: sxchu/photo--1065245
  • 21. $ $ $ $
  • 22. Which Test Won? A “Last minute discounts” B Source: www.whichtestwon.com
  • 23. Winner Version B, without the additional bottom button, got a 28.7% lift in paid hotel bookings. B “While you may influence more people to take an action on your test page, you want to be sure it doesn’t hurt your ultimate ability to get the final conversion step.” Source: www.whichtestwon.com
  • 25. GIVES YOU AUTHORITY Image: www/sxc.hu/Police Officer/ julosstock
  • 26. EXPAND TO A VARIETY OF NICHES Image: flickr/ cupcakes are fun to make/ OrangeCounty_Girl
  • 27. SPREAD IT FAR AND WIDE Image: flickr/socialnetworkmap/butchlebo
  • 28. What is a content marketing strategy?
  • 29. Give it to me straight Make it quick and easy Tempt Me Excite Me Knock me off my feet Hold me close Image: sparksheet-six-stages-of-travel
  • 30. Where’s that content marketing strategy again? Image: sxchu/photo--234819
  • 31. ASK THE TOP 6 Who What When Where How Why
  • 32. of an article Are you ready to utilise all of the facilities available to maximise your content? Image: www.elliance.com/The-Life-of-an-Article-on-the-Web
  • 33. How to create a content marketing strategy
  • 34. WHO will be creating the content Image: flickr/write/designsquid
  • 35. WHO is your target market Image: flickr/targets/archeon
  • 36. WHO will people contact if they are interested in what you have to say Image: flickr/SCRTD – Customer Relations Open House RTD_1802_03/metrolibraryarchive
  • 37. WHAT Things to do New regional facilities topics will you be speaking about
  • 38. WHAT are your overall aims? Image: flickr/sweet dunk/ joshme17
  • 39. WHEN will you be creating content Image: flickr/what’s on my desk/valerierenne
  • 40. WHEN will you be publishing content Image: flickr/empty head/koalazymonkey
  • 41. WHERE will you be publishing your content
  • 42. WHY are you writing about each topic Image: flickr/writing/jjpacres
  • 43. WHY is your target market going to read your content Image: Flickr/ story time with uncle derek/ meemal
  • 44. HOW Social Direct Contact Social Media Bookmarking • Business • Facebook • Digg Newsletters • Twitter • StumbleUpon • Regional • YouTube • Delicious Newsletters • LinkedIn • Reddit • Local newspaper • Flickr • Technorati • Email Subscriptions • RSS Feeds are you going to share your content with others
  • 45. HOW Writers, editors and publishers Schedule Topic ideas are you going to plan for the long term
  • 46. HOW are you going to publish content Image: http://phillihp.com/2011/05/25/vs-joomla-drupal-wordpress-pick-one/
  • 47. ATTENDEE QUESTION Can I update website content myself or do I always have to use a web developer? Image: www.assistmybusiness.netwp-contentuploads201010question-mark
  • 49. The structure of the content Well written with images, keywords, links, references, SEO attributes and F-pattern. Is shared across multiple platforms and bookmarked naturally. The impact of the content Achieves the goals and desired outcomes that were outlined in your Content Marketing Strategy.
  • 50. but, I'm busy! Image: Flickr/Hardcover book gutter and pages/Horia Varlan
  • 51. GREAT CONTENT Provides credibility Achieves desired Is actionable outcomes Begs to be Is shared Shared
  • 53. Web Copy That Sells! http://www.mindmeister.com/40440405?title=web-copy-that-sells Free Mindmap & EBook
  • 54. WHAT IS YOUR STORY? Create a ‘voice’ for your company
  • 55. Words tell Emotions sell Image: flickr/sequoia smiling at his mom/sean dreilinger
  • 56. Swapping words with emotions Extract from Maria Veloso's "Web Copy That Sells"
  • 57. LET IT RAIN Brainstorm content ideas for your website Image: flickr/dearmiami
  • 58. LET IT RAIN IDEAS Your Products and Services Your Customers Testimonials New products or services. Shared experiences New or updated website Recommendations Changes in pricing or special offers/discounts News and current topics. New releases of your products Local events Industry awards Current related news Predict where you think your market is going Link to something controversial or oppose a common belief
  • 59. LET IT RAIN IDEAS Your Staff Marketing New staff joining Any exhibitions or trade shows Awards won by employees. Perform a survey New training programs Publish a white paper Retirements Speaking engagements Staff Picks Your Business or Office Community Activities Move or expansion Community sponsorship or activities An interview or meeting with a celebrity Charities you may support Certification or awards of your business Fund raising days Industry associations you may have joined Any of your staff performing something charitable
  • 60. GROUP EXERCISE Lets take 5 minutes to come up with 10 topics that you feel would be suitable for your web content within your industry. Image: flickr/dearmiami
  • 61. WHO SHOULD WRITE THE CONTENT? I will write it I will hire a myself! professional! Image: okaygeek.com/ Storage/Apple Mac
  • 63. STRUCTURE YOUR CONTENT • End • Middle • Beginning Image: flickr/broxtronix
  • 64. 6 tips 1. Headline 2. Offer or call to action 3. First paragraph 4. Benefits 5. Images 6. Look & Feel
  • 66. 5 WAYS TO MAKE IT EASY TO READ 1. Use bulleted lists to summarize content • Point one • Point two • Point three Image: deviantart/Crumpled white paper texture/melemel
  • 67. 5 WAYS TO MAKE IT EASY TO READ 2. Highlight selected keywords to help scanners move through your web copy • Bold • Italic • Underlining Image: deviantart/Crumpled white paper texture/melemel
  • 68. 5 WAYS TO MAKE IT EASY TO READ 3. Write meaningful subheads (as opposed to amusing or clever ones) Image: deviantart/Crumpled white paper texture/melemel
  • 69. 5 WAYS TO MAKE IT EASY TO READ 4. Present one idea per paragraph Image: deviantart/Crumpled white paper texture/melemel
  • 70. 5 WAYS TO MAKE IT EASY TO READ 5. Use the inverted pyramid style of writing Present key points and conclusions first, followed by less important information and background material Image: deviantart/Crumpled white paper texture/melemel
  • 71. CHOOSE YOUR VOICE BE CONSISTENT “Conversational style is recommended”
  • 72. Which Homepage Generated More Revenue A B whichtestwon.com
  • 73. Version A, with a search by location map A whichtestwon.com
  • 76. SIZE MATTERS Aim for 400 – 1000 words Image: starbucks.com
  • 77. COMPRESS IMAGES, USE ALT TAG <img src=“gold-coast-accommodation.jpg” alt=“Gold Coast Accommodation” /> Image: flickr/Gold Coast/ RabunWarna
  • 78. LINK TO OTHER ARTICLES http://www.websitename.com.au/blog/content/article/post.html Bonus Point: Link out to authoritative sites
  • 81. ATTENDEE QUESTION Does copying content from another website affect my Google ranking? Image: www.assistmybusiness.netwp-contentuploads201010question-mark
  • 82. WRITING FOR SEO Google Panda fights against content robbers (copy-and-paste) and spammers You can lose up to 75% of your site traffic http://afterpanda.com/content/smx-advanced-seattle-panda-notes-and-panda-22-prediction
  • 83. PUBLISH YOUR CONTENT Image: lolpie.com/push-it-real-good
  • 85. Which Facebook Ad Got a Huge Lift in Click Through Rate? A B (Different Headlines & Copy) whichtestwon.com
  • 86. Version B lifted the click through rate by 2,666% Active headline B Clear benefits Call to action Version A’s copy defined what the program is, not what the program does. whichtestwon.com
  • 90. Blog Seniors sites - Guest post Twitter Online Press Release Social bookmarking
  • 91. ATTENDEE QUESTION “Is it better to embed YouTube videos on my website or should I simply have a link?” Image: www.assistmybusiness.netwp-contentuploads201010question-mark
  • 93. Client Hidden Measuring Success Client Keywords Hidden
  • 94. 1. Understand What You’re Measuring Know your baseline and set a goal - Increase bookings? How many are you getting now and from what sources Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
  • 95. 2. Use Proxies to Measure Initial Success E.G. Proxies for measuring a blog’s ROI • Facebook likes • Retweets • LinkedIn and other shares • Reblogs • Links back • Comments • Time spent on page • Average page views per visitor (especially if you’re effective at internal linking of your posts) • Followers • @mentions Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
  • 96. 3. Measure Both Primary and Secondary Conversion Indicators Primary Indicators • New enquiries or bookings this months vs. last month Secondary Indicators • Quality of leads • Retention period • Lifetime value per lead • Length of sales cycle • Number of new customers referred by lead Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
  • 97. Don’t take your word for it! Where are the What does directions! this mean?
  • 98. Questions? Image: flickr/A wild question/[f]oxymoron
  • 99. MyWebSchool.com for help and tips 1 2 3

Editor's Notes

  1. 90% of you are aware of social networks75% of online videos26% of you have links to social networking sites
  2. Written content that draws attention – the opposite of the billboard. Look into social networks? Website articles?Being able to bookmark and share it.
  3. Written content that draws attention – the opposite of the billboard. Look into social networks? Website articles?Being able to bookmark and share it.
  4. http://www.excellsior.com.au/holiday-apartments-mooloolaba/
  5. http://www.youtube.com/watch?v=eTSmfjrx3Wg
  6. http://itunes.apple.com/au/podcast/tourism-western-australia/id312369653
  7. Brings repeat visitors to your site
  8. Establishes relationship with potential customers
  9. How much value the website can generate from it’s customers
  10. Everything in marketing is a test
  11. Provide information about your businesses applicability to various niches – this means that you can use your blog to talk about how great your accommodation business is for weddings, elderly couples, family holidays, group get-togethers, international visitors, weekends away and extended trips all while making each different group of people feel as though your business is catered just for them
  12. Publish content that can be shared across social media platforms to keep your contacts engaged and interested in what you have to say
  13. Travel content is information that excites, transports, and guides people, but as publishers and travel brands understand, context is everything. “There are opportunities to engage consumers in transit—what we call ‘transumers’—throughout the journey cycle,” says Basu. “The challenge is to strike a balance between too little or too much content—and to be relevant and useful at all times.”ref:http://www.spafax.com/blog/travel-and-content-marketing-spafax-media-at-center-of-growing-trend
  14. Your go to reference when writing, populating and planning content
  15. Who will write your content? - Do you have writing capabilities/ an interest in writing? - Are any of your employees interested in writing, budding bloggers, a wannabe author etc? - Do you have family members or friends that are good with words? - Do you have an intern or access to an intern to help? - Do you have a budget to get content written for you by a professional?
  16. Who is your target market - how old are they - are they single, married, divorced? - are they on a budget - are they looking for accomm at your place because of a nearby event etc - are they eco-conscious - are they interested in outdoors or do they want to sit-back and relax
  17. Who will people contact if they are interested - Can they post a comment on your blog post - are contact details supplied for specific team members - do you have the resources to manage any requests - is the purchase / buying process easy for someone to find and undertake
  18. What topics will you be speaking about? - seasonal changes - renovations/ upgrades - your products/ services - accomplishments - new menu items - news and current topics - local events
  19. What are your overall aims? - Increase the number of bookings, enquiries and conversions - Create or grow your customer database - brand exposure - generate traffic to your site - customer communication - SEO (higher ranking, visibility) - increase first time purchases v increase return visitors - increase purchases of a specific product i.e. 3 night stays as opposed to weekly family holidays
  20. When will you be creating content? - create them in blocks of 5 posts at a time - schedule 2 hours a week for content creation - topic brainstorming session with the team and designated due dates for posts - provide copywriters blocks of 10 topics at a time
  21. When will you be publishing content? - on a weekly, bi-weekly, monthly basis - in line with specific events, seasons, high season v low season etc
  22. Where will you be publishing content? - company website blog (recommended with introductions and links from other sources) - company external blog - other website blogs - direct to a newsletter - newspaper articles - direct to social media etc
  23. Why are you writing about each topic? - What is the planned impact of writing about each topic (list the reasons down beside each topic) - after you have asked why, ask if this is in line with the businesses plans (growth, focus on family holidays v one night stays etc)http://www.flickr.com/photos/jjpacres/ - writing
  24. Why is your target market going to read your content? - Entertainment - Education - Special deals or offers - Limited access resources
  25. How are you going to share your content with others? - Just because you write and publish it, doesn’t mean that people will instinctively come looking for it
  26. How are you going to plan for the long term? - how often will you update your content marketing schedule - how will you manage a change of staff/ resources - how will you come up with and collect new topic ideas (read other content on a similar topic etc)
  27. How are you going to publish content? - not all websites are created equal, you need a CMS and blog / technical capabilities - do you have the ability to add and edit content on your site frequently - do you have a tool to help ensure that your content is best optimised and written
  28. We’re not meant to judge a book by a cover but when it’s come to your website all bets are off! A study by researchers at Carleton University in Ottawa show that first impressions count in website design. They showed that people form opinions about the look of your website in 1/20th of a second. The aesthetic of your design is therefore an important factor in the success of your website and online business.
  29. Think of the last coffee shop you went toWhat kind of feelings/emotions did it evoke?Was there a certain sense of style?Vintage? Modern? Cheap?
  30. You need to provide interesting, enjoyable and relevant information and activities which connect emotionally with visitors
  31. New products or servicesNew or updated websiteChanges in pricing or special offers/discountsNew releases of your productsDifferent or new applications for your service or product 
  32. New products or servicesNew or updated websiteChanges in pricing or special offers/discountsNew releases of your productsDifferent or new applications for your service or product 
  33. Now that you have ideas for your content, someone needs to write it.You have threeways of going about it:Write it yourselfHire a professionalGuest writers – experts in the field
  34. If you haven’t already heard of it, conversion optimisation is the process of improving your website’s conversionsto improve the capture of revenue. Often through a series of simple, small changes, websites see increased revenues. Too many times we focus on building the website, or integrating the booking engine and overlook essential items that will increase the chance a user will take action.HeadlinesCall to ActionCopyImagesGraphicsButton LookButton TextButton LocationNo LinksPress QuotesTestimonialsPricingFlow Through ProcessAnd morersion points faster and more directly.
  35.  This was a great example of how usability can trump marketing.
  36. Keywords, keywords, keywords
  37. Keywords, keywords, keywords
  38. Size mattersAim for 400 – 1000 words
  39. Compress your images and use the ALT tag
  40. Link to other articles within your blog and to othersDon’t post the whole URL
  41. You are not limited to your images only. You can use stock photos or photos licenced under creative commons and remember to attribute accordingly
  42. Publish your content to other sitesFacebookTwitterYoutube
  43. Publish your content to FacebookIf it is a blog post, the links automatically create a thumbnail image with a short descriptionIf it is a link to a YouTube video, it automatically embeds the video into the post
  44. We think Version B won because of its active headline, clear explanation of the program’s benefits, and “learn more” call-to-action at the end.  Version A’s copy defined what the program is, not what the program does.
  45. Publish your content to TwitterLink only due to character restrictions Use hashtags
  46. Publish your content to YouTubeSecond biggest search engineLinks last longer on YouTube than on any other social network (for example, once you have tweeted a link, it only stays in your followers timeline for a limited amount of time, whereas with YouTube your website link will always be embedded into the video description)
  47. Play Video – Excellent example of user generated content and a potentially missed opportunityexplain how to maximise marketing reach of content assetsContent isn’t king - optimised content is king
  48. When you come across quality user generated content like this have a plan in place to get as much mileage from it as possible.Perform some keyword research to see what terms people are searching for that are related to your story and get 1 or more blog article’s written.Then distributeOnce you have a plan you can reuse it for each new story
  49. Publish your content to LinkedInTalk about Adam posting the SlideShare link on LinkedIn and it automatically gained popularity and landed on the first page
  50. I think it’s more important to show you the breadth of what makes up an effective online marketing strategy as opposed to trying to drill into specific how to details.
  51. Explain the options and play video example of a live site being tested
  52. Ok that’s the end of Phase 4. Can I ask everyone to spend 5 mins and total up each column into the Section totals then summarise any high and medium priority tasks. Then calculate your final totals from each phase and identify the 3 items you plan to implement.