Strategies, Tips, & Tricks: Content Creation & Blog Marketing - Nick Coe WordCamp Edmonton 2011

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  • Give perspective on current internet user trends & behaviorhttp://www.huffingtonpost.com/2010/06/22/internet-usage-statistics_n_620946.html-156 Million
  • Thus, regardless of who your audience is, you must always assume two thing - your users are, and will always be, selfish and lazy. They don’t care about you, who you are
  • 8/10 people read headline, 2/10 read the rest
  • -“Build and they will come?”No!-Users don’t care about you, but they do care what others say about you (Friends, Family, Influencers, thought leaders)-Be known, likeable, & trustworthy
  • How do you engage with your audience?Inbound marketing – Contenthttp://blog.hubspot.com/blog/tabid/6307/bid/2989/Inbound-Marketing-vs-Outbound-Marketing.aspx

Transcript

  • 1. Strategies, Tips, & Tricks:Content Creation & Blog Marketing
  • 2. About Me• Nick Coe (@nick_coe) • Marketing & Advertising • Traditional & Digital
  • 3. Bigger Picture Average person online 60 hours/month 94 domains, 3K webpages 25 hours viewing content
  • 4. Your Visitors… Thus, your content must… 1. Show Benefit ASAP (Content Strategy) 2. Be Accessible (Marketing Strategy)
  • 5. How?• Think of your blog as a cupcake… Passion Areas Shared Topics Related Topics Main Subject
  • 6. Starting Point - Research • Topics – Far & Wide • Social Sites • Relevant forumsTip: “Google Keywords” • High Volume • Keywords – Go Niche • Low CompetitionTip: Twitter • Search Engines • Search hashtags • Social “SEO Moz Keyword Difficulty Tool” • Intuition
  • 7. Basic Structure General Featured Image Headline Intro Body Conclusion Specific
  • 8. Structure With Style • Old marketing principle • A.I.D.A.Attention: grab the reader’s attention! Interest: quickly address benefits Desire: confirm their interest Action: show them what to do next
  • 9. More Tips• Don’t sell, teach• Make it digestible• “Would I read (and share) it?”
  • 10. Content Summary • Headline + Featured Image  Attention • Tip: Check DIGG headlines & test, test, test… • Featured Image + First sentence  Interest • Tip: Keywords to the front, thumbnail + excerpt • Body  Desire • Tip: KISS, be concise, use lists • Post-Body  Action • Tip: “Social Sharing” & “Related Posts” plugins
  • 11. Spreading the word • “Build and they will come?” • If content is king, design is queen, then…
  • 12. “…Context is GOD” – Gary V. • Not what you deliver, but how • Engagement • Listening • People don’t care about you… • But they care what others say • Friends, family • Influencers, thought leaders
  • 13. Marketing• Outbound Marketing • Inbound Marketing • Interruption • Attraction (Accessibility!) • Advertising • Search, Social • Telemarketers VS. • Email, Other Tip: hubspot.com/marketing-resources
  • 14. Inbound Marketing Source: seomoz.org
  • 15. Inbound Marketing • SEO • Quality, not Quantity • Eye on traffic – Google Analytics • Plugin Tip – “SEO Pack” • Social • Produce “pointable” content • Engage, listen, optimize • Plugin Tip: “WP To Twitter”, “Wordbooker”
  • 16. Inbound Marketing • Email • Most valuable online, social property • Plugin Tip: “WP Autoresponder & Newsletter” • Mailchimp • Other - “Sweat Marketing” • Guest blogging (yours + others) • Plugin Tip: “User Capabilities” • Comment marketing, forums • Infographics, Video, eBooks
  • 17. Resources• Content • Copyblogger • Problogger • Quora thread – “What are good books and blogs for learning copywriting?”• Marketing • Hubspot • Duct Tape Marketing • SEOMoz
  • 18. Thanks! Thanks! Any Questions?