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Internet Summit - Content Marketing Workshop by Vertical Measures

Internet Summit - Content Marketing Workshop by Vertical Measures

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    Internet Summit - Content Marketing Workshop by Vertical Measures Internet Summit - Content Marketing Workshop by Vertical Measures Presentation Transcript

    • CONTENT MARKETING WORKSHOP Arnie Kuenn, President, Vertical Measures - @ArnieK #ContentWorkshop #DEast13 www.verticalmeasures.com
    • ABOUT YOUR PRESENTER… • President of Vertical Measures – A Search, Social & Content Marketing Agency • Instructor for the Content Marketing Institute & Online Marketing Institute • Been an Internet marketer longer than Google has existed.
    • ABOUT YOU… • How many of you are webmasters or SEOs? • How many are primarily marketing people? • More than 1 location?
    • “CONTENT MARKETING”
    • CONTENT MARKETING HAS BECOME THE TOP PRIORITY
    • WHAT IS CONTENT MARKETING? • Content marketing is the art of providing relevant, useful content to your guests without selling or interrupting them. • Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy. • If you deliver consistent, ongoing valuable information to your customers, they ultimately reward you with their business and loyalty.
    • THIS IS NOT A 30 DAY R.O.I. BUT THE LONG-TERM PAYOFFS CAN BE HUGE
    • PAY PER CLICK ADVERTISING Only 5 to 10% of people click here – but can still pay off.
    • HOW IMPORTANT IS SEO AND SEARCH? More than 90% of people click here!
    • HOW IMPORTANT IS SEARCH? of all consumers use search prior to making a purchase of searchers conduct nonbranded queries of buyers click on organic links vs the sponsored ads Source: GroupM
    • ACHIEVING SUCCESS IS A CONTINUOUS, PLANNED OUT PROCESS
    • THINK LIKE A PUBLISHER!
    • WHY ARE YOU CREATING YOUR CONTENT? • Have you taken an inventory of your current content? • What will your new content accomplish? – – – – – – Client Retention? Increased Revenue? Lead Generation? Thought Leadership? Open New Markets? More Links (SEO)?
    • WHO IS YOUR AUDIENCE? Your audience can be a number of different groups – depending on your hotel and location – Current/potential guests? People spending booking your hotel now or in the future? – Location? Do most of your guests come from a specific area? – Seasonal? Does your hotel have any seasonality to it?
    • WHO WILL CREATE YOUR CONTENT? • What expertise will you need? − − − − − Creative writing? Sales copy? Local topics? Graphics? Video? • Leverage your staff • Business partners or suppliers may contribute
    • WHERE WILL THE CONTENT BE PUBLISHED? • • • • • • • Your Blog? RSS feeds? Social accounts? News Feeds? Sites for Videos, Images, Slides, PR, etc? Your web pages? Will you have content to download?
    • DEVELOP YOUR STRATEGY - SUMMARY • Strategy will evolve through the whole process • Why are you creating the content you are creating? • Who is your audience? • What types of content will you create? • Who will create your content? • When will you develop your content? • What does success look like?
    • SHARING TIME! • Who is your audience? • What will you measure? • What does success look like?
    • WHAT ARE WE SEARCHING FOR?
    • LONG TAIL IS THE KEY!
    • START YOUR RESEARCH HERE! http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
    • KNOW YOUR KEYWORDS
    • MORE KEYWORD RESEARCH TOOLS Google Keyword Suggest Relate Searches
    • MORE KEYWORD RESEARCH TOOLS YouTube Related Searches
    • More than 410 questions about “visit the grand canyon” (exact match). More than 3,400 using broad match!
    • Long tail searches are the key to success!
    • LIST ALL CONTENT IDEAS IN A SPREADSHEET
    • PUT TOGETHER AN EDITORIAL CALENDAR
    • SHARING TIME! What 3 questions do you get asked by customers or potential customers all the time?
    • BENEFITS OF A BLOG • Gives you a vehicle to post new content • Allows for internal linking • Keeps the search engines coming back – have 434% more indexed pages* • Have 2X as many backlinks* • Your site gets 55% more traffic* • You have 79% more Twitter followers* Source: *Hubspot
    • ADDRESS PRICING / COST
    • COMPARISONS Showcase your product or service then compare and contrast to others.
    • INTERVIEWS – HELP MAKE YOU THE EXPERT
    • LISTS – PEOPLE STILL LOVE THEM
    • RESOURCE PAGES 38 links to this page 111 links to this page
    • CURATION OR AGGREGATION
    • INFOGRAPHICS ARE HOT RIGHT NOW
    • VIDEOS! – THEY ARE NOT THAT HARD Interviews Behind the Scenes Fun Product Demos
    • FREE GUIDES & WHITE PAPERS - Lead generator - Link attractor - Long life span
    • SHARING TIME! • What free guides can you develop in the next 90 days?
    • HOW SEARCH WORKS
    • SEARCH OPTIMIZATION ELEMENTS
    • SEARCH RESULTS – WEB PAGE CONNECTION Webpage Title Tag Meta Description Webpage File Name
    • CREATE GREAT TITLES, META DESCRIPTIONS & URLS
    • UNIVERSAL SEARCH RESULTS 70+% of all search results
    • ALL DIFFERENT – BUT CORE ELEMENTS Web pages, News, Local, Images & Videos 1. 2. 3. 4. 5. 6. 7. 8. Links pointing to your content Titles & title tags (viewed in results) Description meta tag (viewed in results) Image alt text tags H1 Tag (headline tag – only one!) Page load times Freshness of content AuthorRank
    • HOW TO OPTIMIZE IMAGES • Image files should be compressed as much as reasonably possible to reduce file size. Smaller files mean faster site load speeds. JPGs generally offer the best balance of file size & quality. • Use relevant keywords in image filenames, separated by dashes (not underscores). Instead of "DL000031.jpg", use something like "red-sportscar.jpg" • Make sure <img> tags have their "alt" and "title" attributes defined with descriptive, concise, keywordrelated text. Do not stuff <img> attributes. • Context matters. Google looks at content placed around the image, like titles and captions, for context about your image. • Be sure to include images in your sitemap. The XML tags provide additional opportunities to define an image's title, caption, and even geographic location.
    • HOW TO OPTIMIZE VIDEOS • Specific, Compelling Title –Would you click on “Our Company” or “V00023.mov?” neither will your audience. • Tags –This is where you can help your video appear in the “Suggested” or “Similar” videos section. Don’t be dishonest, but if there are pop culture or social media references in the video, tag them accordingly. • Description - Say as much as you can in the first sentence or two, because many video sites will hide the bulk of your description. Include at least one link placed at the start of the description – with http://. • Video Quality / Resolution – Shoot, edit and export the video in the highest quality available on the devices and software you use. The online video audience is very forgiving of skill level, but a low resolution video can make it difficult to see what is going on. • Thumbnail Image – If it’s an organically made video (not planned), pick the most visually compelling of the options they give you.
    • HOW TO APPEAR IN GOOGLE NEWS • Need to submit your URL to Google first • Article URLs must be: –Unique –Permanent –Display a three-digit number • To see if a site is already included in Google News, type [ site:url.com ], into the search box and click "Search News." • http://support.google.com/news/publisher/
    • DO YOU HAVE A GOOGLE+ BUSINESS PAGE?
    • +1 BUTTON: OPPORTUNITY FOR BUSINESSES
    • THE TOP 5 LOCAL RANKING FACTORS 2013 1. 2. 3. 4. A physical address in the city Associate your business with proper categories. Have an address close to the centroid Complete and accurate NAP (Name, Address, Phone) accuracy across the local ecosystem 5. High number of customer reviews on the new Google +Local
    • CLAIM YOUR LOCAL PROFILES
    • Image: athgo.org
    • TODAY’S PUBLIC RELATIONS • Build Your Network • Relationship-building approach vs. blanket pitch • Engagement – two way conversation • Conduct PR & Blogger Pitches
    • ACTIVELY ENGAGE WITH YOUR ONLINE COMMUNITY • Keep a list of the names and faces you most often see stepping up in the community. • Look for folks that actively share content. • Create specialized content and market towards social influencers • Strengthen their relationship with your brand • The more connected they feel, the more likely they are to share with their network.
    • PRESS RELEASES?
    • SHARING NEW CONTENT CAN BE VERY SIMPLE
    • HOW OFTEN SHOULD YOU POST? • The most common complaint from Facebook users is Newsfeed spam • Posting just a few times per week produces 71% higher user engagement • Focus on quality, not quantity on Facebook. • Only 50% of your posts should be about your content. Organizations that share other content have a higher engagement rate.
    • FACEBOOK – THE MOTOR LODGE • Beat the crowds with a sneak peek of the Courthouse Christmas lights tonight from 5:30-6:30pm (the official Lighting Ceremony is Saturday). • Time to get shopping so, for our Facebook buddies we will add 15% to any gift certificate that you purchase for holiday giving. Think of it, you provide a fun place to stay for your favorite people while appearing to be 15% more generous than you really are...It's a win, win! • We thought you should know that waterboarding at The Motor Lodge has stopped! In case you never had the chance to experience the torture that was our showers, imagine standing in a phone booth while a 55 gallon drum of water was dumped on you from 8' up (a classic case of form over function...sorry). New and improved, ...adjustable and reachable showerheads make cleansing your beautiful body an absolute pleasure. Enjoy! • Time to name the cat that adopted us 3 months ago! Whoever comes up with the winning name wins a free night in our swankiest room, #6. The cat is a neutered male, very friendly, green eyes and has a hole in his left ear. Voting ends Sunday at 5pm. (The post included a video of the cat.)
    • By far the #1 reason users decide to “like” or “follow” a brand is?.... Coupons, Discounts and Sales Announcements! *ROI Research & Performics
    • DON’T GET HUNG UP ON SOCIAL
    • DISTRIBUTE OR REPURPOSE YOUR CONTENT Source: CMI & MarketingProfs
    • VIDEO DISTRIBUTION
    • PINTEREST!
    • PRESENTATION DISTRIBUTION (PPT)
    • E-MAIL CAMPAIGNS • Essential Elements – – – – – Visually appealing and branded Incorporate into editorial calendar: plan frequency Segmenting: targeted messaging Great subject line Stay brief: Read More, Get More Details • Distribution Services: – – – – Exact Target Constant Contact Vertical Response Mail Chimp
    • 47% OF EMAILS ARE OPENED ON A MOBILE DEVICE SOURCE: LITMUS - September 2013
    • 80% DELETE EMAILS THAT DO NOT “LOOK GOOD” ON MOBILE
    • http://openmarketing.com/blog/the-importance-of-all-4-screens/
    • BUILD LINKS TO YOUR CONTENT • • Identify low hanging fruit – Internal links – Fix 404 and 302 errors – Guest blog posts or articles – Blog & forum participation – Where you have relationships – Local partners & listings The best links: – Are from trusted sites – Have varied anchor text – Are from many different, relevant websites – Determined editorially
    • INTERNAL LINKS • Internal links are what make up your website’s navigation. − Important for usability and visibility − Internal links tell search engines what your site is about. − Proper internal linking structure allows search engines to spider and index more pages within your site. • Make sure keywords in URL structure match content on page. • Keep footers clean and include a link to sitemap • Use, but don’t abuse, internal text links within content
    • MEASURE! • Measure for successes… and failures • Check your rankings, traffic, conversions and other key metrics • Focus on the strategies that are providing the best ROI and keep rolling out the content
    • TOOLS TO USE • Google Analytics (Traffic, Time Spent, Conversions) • Social Mention or Trackur (Share of Voice or Positive Vs. Negative Mentions) • Open Site Explorer ( # links) http://socialbarrel.com/10-free-social-mediamonitoring-tools-you-should-use/46275/
    • IN SUMMARY… Buyers need information that helps them make an informed decision. Businesses that provide the content those people are searching for - will win.
    • ALL 8 STEPS ARE IMPORTANT!
    • THANK YOU VERY MUCH! More Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com