3 steps to attracting and engaging with your audience


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Watch Google Hangout+ recording: http://youtu.be/hXyGLpPZ8kg

Your customers are using search, social media and content to research you, your company, your service/products or competitors before they even contact you. Join us on June 6, 2013 at 7:45 AM at Kishwaukee College Conference Center, Room A-220 to learn how to plan, execute and scale your marketing content strategy.

During this 45-minute event, Rebecca Wardlow will help you gain a clear understanding of why content is your kingdom. In fact, users are spending 53% of their time online consuming content. Gain a clear understanding on how and why content creation is an important tool in your marketing toolbox.

A few of the topics she will cover include:

Be intelligent: research and listen
Setting your objectives
Creating your customer persona
How to do keyword research
How to build your content plan
How to optimize your content

Watch Google Hangout+ recording: http://youtu.be/hXyGLpPZ8kg

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  • Trends that reveal new opportunity – Newsjacking. A trending story may causes news or blog results to appear higher Great book Newsjacking by David Meeran Scott
  • Numbers to Watch on Keyword SpyPPC: Between 10 to 50CPC: Between $1.00-$2.50Search Volume: Between 15, 000 and 80,000
  • Possible QuestionsWhat’s your biggest fear or frustration in your life right now related to ____ (your topic)?What’s your single biggest challenge around [your topic]?What worries you?What would you like to change / make better?What would help you achieve this result?If you didn’t remember my name, what would you type into Google to find me?
  • Evaluation of your website as it interacts with search engine spiders and bots.Bots are software programs that follow links from page to page on the web, capturing information as they go. This information is them organized into an index from which the search results process occurs.
  • To tie your marketing goals into your overall business goals, think about how well your website is performing currently and what the overall online business goals are for the future. Look at each goal, whether its focus is revenue, retention, or service, and then decide how to translate to content.
  • Keywords don’t buy products and services – customers do.1. Identify key customer attributesWhat motivates them? What do they care about? What are their goals and behaviors?2. Collect demographic data3. Analyze and create segmentsDo customers who convert to sales from social channels hold different jobs and influence in purchase decisions than those who buy from earch or emails?4. Create a profile for target audiences3-10 personas 5. Identify keyword groups and content for each persona6. Incorporate with content creation, optimization and promotionTools – HootSuite, Alexa, Google Keyword Tool, PostRank
  • The insights from those answers are condensed into topics and keyword ideas.
  • Awareness – content marketing helps develop brand awareness by helping people find your product or service through search, social media & other outletsConsideration – content can educate prospects on your unique selling proposition.Purchase – Once you’ve gained a customer trust and respect and they have decided to purchase from you, it’s not the end of the line for content marketing. Look at website analytics to track the content viewed by your customer before purchase . This can help with keyword focus and social media efforts.Retention - Content and social applications encourage customers to have a great experience on your site, event when they aren’t making a purchase.Advocacy or Loyalty – People love your products, they visit your website, they engage with you on social networks.
  • Determine Topic of interestCreate content categoriesAssign content typesEstablish a timelineChart a publishing scheduleIncorporate other marketing plansContinue the process
  • that includes embedded links to optimized web pages on the company site and that is distributed through a company like PRWeb can be syndicated and copied as content on other news websites and blogs.
  • 3 steps to attracting and engaging with your audience

    1. 1. with your Audiencewww.RebeccaWardlow.com
    2. 2. Today’s AgendaStep 1: Be intelligent:research, listen, createcustomer persona & keywordresearchStep 2: Setting your objectivesStep 3: Build your contentplan & Optimize your content
    3. 3. Be intelligent: research & listenWhat will research give you?Business ideas & focusProduct & Service ideas & focusArticle & blog post topicsPossible partnershipsFour Things To Look for in ALL your researchLook for the bottom line end RESULT your marketwantsLook for your market’s FRUSTRATIONLook for your market’s DESIRESLook for WHOM ELSE is doing what your are doing
    4. 4. How to do keyword research
    5. 5. How to do keyword researchOnline Research ToolsKeyword Spy: www.keywordspy.comGoogle Keyword Tool: http://bit.ly/ZtK0qFGoogle: www.google.comAmazon: www.amazon.comMagazines: www.magazines.comBlogs and Forums
    6. 6. Offline ResearchWho To Talk to …Past clientsCurrent clientsCenters of InfluenceBusiness colleagues who know your targetmarket.
    7. 7. Offline ResearchHow to Approach ThemContact at least 6 people via email or phone callto interview and set-up time to “chat”Tell them you are doing research to better servepeople like them and you would love theiradvice.Schedule a 10-15 minute conversation.
    8. 8. Offline ResearchHow to Interview themFace-to-face or over the phoneRecord the conversation (freeconferencecallhd.com)Take notes. Write their exact language. Don’tedit what they say.Ask lots of questions that get to the heart of theissue.Stay on ScheduleThank them
    9. 9. Do Your Own SEO AuditReviewing current websitesearch traffic (Google Analytics)Tracking inbound links(Magestic SEO)Check the speed of pages(Google Page Speed Online)Review the contentmanagement system,templates and source code.Check for duplicate, thin, orpoor-quality contentOverview site SEO readiness(Alexa Site Audit)Document site URL structureand map (Xenu Link Sleuth)Access basic crawl issues(Google Webmaster Tool)Document keyword ranking
    10. 10. “Content Marketing is amarketing technique ofcreating and distributingrelevant and valuablecontent to attract, acquire,and engage a clearlydefined and understoodtarget audience – with theobjective of drivingprofitable customeractions”- Joe PulizziContent Marketing InstituteSetting your objectives
    11. 11. Setting your objectivesSet Goals specific to SEOand Social Mediafocused-contentmarketingIncrease trafficIncrease leadsIncrease salesImprove media coverageAttracted talentedemployeesServe online customers
    12. 12. Setting your objectivesKey PerformanceIndicators (KPI’s)Search VisibilitySocial MentionsWeb page linksSocial SharesSocial LinksVisitors to your websiteVisitors to your socialdestinationsNewsletter subscribersBlog and social contentsubscribers, fans, friendsand followersCommentsMeasurable marketingoutcomesDownloadsWebinar or other onlineeventLeadsSalesReferralsBrand advocacy
    13. 13. Creating your customer personaUnderstand customerneeds, behaviors andpreferencesIdentify commoncharacteristics andpatterns “ideal customer”& “worst customer”Understand their painpointsCreate content basedupon their need
    14. 14. How to build your content plan“Content marketing is anapproach to attract, engage,and inspire customers to alogical conclusion to buyand share through contentthat empathizes with thevaried interests andbehaviors during the buyingcycle” – Lee OddenYou must know theanswers to thesequestions:What are your targetcustomers’ needs andgoals?What do they search for,and what do they talkabout on the social webrelevant to your solution?
    15. 15. How to build your content plan
    16. 16. Creating an Editorial Calendar
    17. 17. Content TypesArticlesBlogsCase StudiesDigital NewsletterE-BookE-mailImagesInfographicsMobile contentNews releasesPDFsPodcastsResearchSlide showsSocialTraditional MediaVideosWebinarsWhite Papers
    18. 18. How to optimize your contentKeyword Placement on WebsiteTitle tagOn-page title (H1)Body CopyImage alt textAnchor text linksFile nameSocial ShareSEO copywritingMeta description
    19. 19. Press ReleasesBest way to distributecontent outside of email,blogs and socialnetworks.Well-written press releasecan attract anywherefrom 50 to 500 inboundlinksOptimize for people first,then keywords
    20. 20. ImagesFind the right images.Take your ownRoyalty-free stock photosCreative CommonsUse keywords in filenamesUse focused keywordphrase in the image alttextInclude a description orcaption
    21. 21. Video“YouTube SEO involvesincluding keywords in thetitle, description and tags.Attracting views and ratingsis also helping for betterrankings on YouTube. WebVideo SEO involves usingkeywords on the page thevideo is embedded in aswell as in the anchor textlinks to the page. Filenamesand metadata are alsoopportunities for keywordinclusion” - Greg Jarboe
    22. 22. Inbound MarketingRiver Pools & Spas 2001Market crashes 2008Within 48 hrs, lost 5deposits forin-ground poolsJan 2009 bank accountoverdrawn(16 employees)No money to spend onadvertisingMarch 2009 - Startedblogging by answering ?’shttp://youtu.be/9bXer2u9F2wMarcus Sheridan“They ask, you answer, greatformula for blogging”First post - How much does afiberglass pools cost1.2 million in sales from thatone post!!!
    23. 23. Questions & AnswersCONNECT WITH REBECCA onother social media platforms...• Websitewww.RebeccaWardlow.com• Google+ http://gplus.to/rwardlow7• Twitterhttp://www.twitter.com/rwardlow7• Facebookhttps://www.facebook.com/GetSocialSolutions• Pinterest http://pinterest.com/SocialSolutions