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SOCIAL OPTIMIZATION
FOR CONTENT MARKETING

Cynthia Johnson

Content Marketing Conference
Las Vegas,  NV

May 14, 2015

@Cy...
Who am 1?

Director of Marketing & Social Media at RankLab
Editorial Director at Social Media Club

Contributing Columnist...
. 
I I 
 » ‘

J

Optimize Social Media . 
-.  i for Content ldeation T‘

V H J
,  l
@Cynt| il A ranklab
Setup insights and monitors for
social mentions

Social Mention Tweet Reach
Social Rest Sysomos
Simply Measured Viral Heat...
Setup topic and keyword
monitoring for your niche

What are the people who are interested in
your topic talking about on s...
@CynthiaLIVE

Don't Pull Ideas Out
From the 9,387 total mentions between May 5th at 3pm and May 12th at 3pm) there were 44 major categories
of conversation, ...
31% work

2.920 Occurrences

29% yourself

2.747 Occurrences

29% more

2,697 Occurrences

29% suicide

2,6‘/6 Occurrences...
22% mean

always feel

2100 Occurrences

22% your UCD
at home

2100 Occiiire. -ices

.77"/ .~.  yo-. ir PXISIEIIFE is more...
Download the Source IDs

 

h Home Layout Tables Charts SmartAn Formulas Dal:  Review
Edit Font Alignmcn!  Number
 _  nu v...
Content shared the most via
  social media were related to
"“e is 7 sleep aids. 

@CynthiaLIVE
Example of most shared content: 

YouTube:  10 Hours Rain and Thunder Healing Ambient
Sounds for Deep Sleeping Meditation ...
Optimize Social Media for
Content Planning

J
Use the information
collected and find more
successful content
related to your niche. 

@CynthiaLIVE & ranklab
BuzzSumo. com

Your Ancestors Didn‘t Sleep Like You — Are We
Doing It Wrong? 

CO“Q("VQ~QVdUK| Ofl. COfT|  - More from "M5 ...
Note:  I Searched for top content for either
addiction recovery,  sleep issues or insomnia. 
Not for Addiction Recovery an...
Use lF1'1"l'. com & Reddit to Stay up to date on content
as you begin ideation and creation. 

1. Find a relevant subreddi...
The Recipe

1. THIS Channel:  RSS
2. New feed item matches - select a keyword or simple phrase

relevant to your brand or ...
F's

'. 

Use Social Media for
Optimizing Content
Distribution Planning

l
A

1‘

J

,  i
@cynini nmb
Find who Shares Related Content

i Results not relevant enough?  Search for “addiction recovery or insomnia" instead (exac...
Find the sharers,  sort them,  list them,  save
them. 

 

 

Lin-Manuel Miranda gz-m_manuei

Li""‘ ; 'wui: ',E-Jr"

Influe...
Search for the Sharers with higher Retweet Ratios,  higher
Average Retweets & more followers. 

Analyze there link shares....
Use Social Media for
Content Marketing
Execution
To execute a content marketing
strategy there must be
coordination across multiple
units & agility to adapt change. 

@Cyn...
SOCIAL CONTENT SHOULD BE
INFORMATIVE

Theory

If we work to inform our audience in a genuine way on Google Plus and Facebo...
RESULTS

This post had 2,801 views in the first 72 hours after it was posted
It has been viewed over 8,500 times since it'...
USE CONVERSATION TO BUILD A COMMUNITY
AND THE COMMUNITY TO BUILD YOUR BRAND

Theory

By creating weekly Twitter chats focu...
RESULTS

ton shares insights _»,  A 27 :1 see Reslms
D clients Dlocess.  V I‘ 4' Rms N°"'Fa“9 23 g C
1 88 3,824
an Lanigan...
SOCIAL IMPACT? 

Top I 5-nth Knuth ham-u 4-20 I Hnmnvn llr. ‘D -0- In: -in

With SEO efforts working in tandem with an exp...
SOCIAL IMPACT? 

Morldlfv Drunk Troflk

mu u-M tau u-in will nu nan hull!  mu -an win

In just 8 months,  the SEO campaign...
.— _ PE

1 4  iéif‘  I  A “ lfl.  iii '15} 

Cynthia Johnson
Cynthia@ranklab. com
ranklab. com
+CyhthiaJohnson
@CynthiaLIV...
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Social Optimization for Content Marketing - Content Marketing Conference

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Social Optimization for Content Marketing - Content Marketing Conference - Cynthia Johnson - RankLab

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Social Optimization for Content Marketing - Content Marketing Conference

  1. 1. SOCIAL OPTIMIZATION FOR CONTENT MARKETING Cynthia Johnson Content Marketing Conference Las Vegas, NV May 14, 2015 @CynthiaLIVE A ranldab
  2. 2. Who am 1? Director of Marketing & Social Media at RankLab Editorial Director at Social Media Club Contributing Columnist for Entrepreneur, Search Engine Journal & SheKnows What is RankLab? 10+ years of advance SEO/ web consulting Specializations in SEO, Social Media, PPC, UX Design. Development 20 full-time employees in Santa Monica, CA @CynthiaLIVE & ranklab
  3. 3. . I I » ‘ J Optimize Social Media . -. i for Content ldeation T‘ V H J , l @Cynt| il A ranklab
  4. 4. Setup insights and monitors for social mentions Social Mention Tweet Reach Social Rest Sysomos Simply Measured Viral Heat Demographics Pro Nuvi @CynthiaLIVE
  5. 5. Setup topic and keyword monitoring for your niche What are the people who are interested in your topic talking about on social? And what else are they interested in? @CynthiaLIVE
  6. 6. @CynthiaLIVE Don't Pull Ideas Out
  7. 7. From the 9,387 total mentions between May 5th at 3pm and May 12th at 3pm) there were 44 major categories of conversation, with "addiction" occupying 25.2% or 2,339 mentions. Word Burst 25 2% 2,339 mentions shared “addiction" 16 1,5131 mentions shared "distractions" 16 5% 1.531 mentions shared “-calm" 16 5% 1,531 mentions shared ' distractions" 16 1.531 mentions shared ‘'-ocean ' mood" 16 1,531 mentions shared “sleep issues“ @CynthiaLIVE
  8. 8. 31% work 2.920 Occurrences 29% yourself 2.747 Occurrences 29% more 2,697 Occurrences 29% suicide 2,6‘/6 Occurrences 28% someone ? _6-13 Occurrences 28% treatment 2’ (:15 Occimchcc-s 2 561 Occurrences 23% resources . ' 12-‘. Cir: :.i: n:nc+: : I18“: aitonoi itl’aE[~O: cuirer~ces 15% mind 1392 Occurrences "'i4% depression '39:! fitciiriv-rrzc-. II3°/ o grief ; 1;? -11) ()ci: viii«: -nce: 12% try 1,146 Occurrences I/ "/n family 1.624 Ctcuizevices o . -o L nnigs ‘IE-O«lC<cuirei-. ces arixir. ~‘iv 12% Ilie ‘jig, ‘ii '9‘; 1 iiactcunences pi i”'E°5 :5 t'JI’CnCC'r El4Yli‘F| C9'» IT’ ‘Er I I i I - trauma .1”. ¢ . -.- jIU°/ o going L0 I82 Ill‘, -)2-il'I$_‘l'. at rrs-tii~rv 7.“ 73'} (tr. Lift‘ rice: f(Iiiiii*rirs>- ‘. ‘210c: ur, -enc: -5 Qau, ,enQ: _,J .9”/ o know I . . . I : -29C(cur‘: -n: :'s ~ 7"-> 5LlIi'. i-']6l % stress gm 3 ICE ‘t(-'. i.im: .--: '-: --, ‘OcJ, ,?, ,,: ,, 1 I9”/ a need 110 - :19: CI: L.iir: -rice-. LhDUgLILS I665 O((Liri¢-rzcx E , E . 15% pi
  9. 9. 22% mean always feel 2100 Occurrences 22% your UCD at home 2100 Occiiire. -ices .77"/ .~. yo-. ir PXISIEIIFE is more than your apuearaiize 31(1’JOLcurrvri<es 22% your value doesn'tdecrease 2 'vCX: |&(‘. rll€'l1(t. ‘. your future isn't bright 2,0§'i(_)Lci_iirrnc1-5 22% sound of rain 7.08‘: Occtiricrices I I 220/O rain on a ‘22% strategies for anxiety . v‘ ct-3‘ Occurrerce , tent 2,081 Occurrences /2‘-1: : ~O'TIE clisrraciipris. to tiPILv x'i: ‘F{j / Bur 'T<iFl[] . ‘!)i'(xci. in-ri: e~, 229G strategies for depression 3 Gal E}fCLIlldFCi". 22% sorneones ‘l'IaDlUl/ to 22% the facts about see your worth . ‘,(X: I Crcurier: -:-. --. drugaddmhon P, CEl (kcuvrcitces ,22% ti 5 _ d I iOCLlSE Ol'I - to you, going to malflaga thoughts happen 7 anxjety ; ’.k'. l5Il. ’). ‘[Lit1r‘. ‘I‘tr. -*; » next ~-22% don't ' " If 22% too ‘22% 2’ O8‘ ()r: c:iirt= iic€. '5. 12 008 Occuflences I220/0 treatment for bpd ‘Z058 Occurrences j22°/ o I210/o isomeojdon't Iwith peed ibpd NO 2043 hide want to miss 1996 9.1149 Ozcurrnnces 'OCCI-mences ‘22% something is ‘always happening 22% traffic in the rain 2.096 Occurrences = ".'@i" ,1 ‘ . ’,(bi Cxciirit-rct-'. : li= éii, :T;1Ii'I: :I€ , llii g illfl n~: iserv-; = to he ' I“}“l‘” ' o ii. ar~: - , " ' /0 Slgn S of an ti“, ’.v‘)LIr. 'z. :.~rii»n: =~z “"'-’ abusive relationship 2.0-13 Occur'encer.
  10. 10. Download the Source IDs h Home Layout Tables Charts SmartAn Formulas Dal: Review Edit Font Alignmcn! Number _ nu v Calibri (Body) | v !12 | v A- Av abcv {—]) Wrap Text v General v ‘ - — j l L E . ')Clcar' B I L) ‘L " 4* ' TA: ' ‘:3 ié Merge ‘tfgl ' ‘V0 9 “.53 (£3 F13 : . fx| A B c I o 5 I 3 [ 1 }Sourceld SourceName Keyword Type Total 2 1S54bc3e31b: AddicLion hctp: //www. calm. com/ Urls 2219 S54bc3c31b: Admtllon https: //www. psychologytodayxom/ biog/ hide-and-seck/ Z01208/schizophrenizrcopi Uns 2113 -5 l554bc3e31b1Addic(ion https: //www. rcpsych. ac. uk/ PDF/ Self~Harm%2ODistractions%20and%20AltemaIives‘Urls 2018 S 554bc3e31b: Adoinion https: //www. psychciiogvtodavxom/ biog/ anger-in~tnc-age-cntitlcmcm/200811/cm Urls 2018 —6j 5S4bc3e31b2 Addiction https: //www. osychoFogy. org. au/ publications/ Iip_shee1s/ i:ating/ Urls 2003 S54bc! e31b2 Addiction https; //www. lileline. org. au/ Get-Help/ Fa: ts———Information]Preventing-Suicide? gclid= Urls 2003 _8 jS54bc3c31b: Aduiction https: //counscIling. anu. cdu. au/ brochure/10-bcsbcvcr-anxicrwmanagcmcnt-tcchniUrls 2003 9 ‘5S4bc3e31b2Addiction http: //voutubexom/ watch? v=pCcT6LKo5Lw Urls 1992 insomnia ljssdbciealbiwdiction nttp: //youtubcxom/ watch? v=cDNETgwyOsl Uns 1992 insomnia 11 _554bc3e31b£Addii: (ion http: //voutubcxom/ watch? v=a8L]x)(SxBeA Urls 1974 insomnia i2___‘SS4bc3e31b2A/ :lu‘icnon http: //voutube. :om/ watch? v=XqA. IOPMavol Urls 1970 | f'| SOlT1l'll. ‘l ;554bc3e31n: Maii: :ion mp: //youtubc. com/ watchiv»-xaxpiovripzi uiis 1970:; 14 liS54bi:3e31bZAddiction http: //voutubexom/ watch? v=Sv0LwxYAWg Urls 1970 15 _I554bc3c31b1Aduiction hrtp: //voutubc. com/ watch? v-OQ90zLvLWNc Urls 1935 16 ‘554bc3e31b2Addii: Iion http: //voutubexom/ watch? v-LTlRw7kx97E Urls 1877 5S4bc3e31b1 Addiction http: //mynoismnel/ noiseM achi nes. php Urls 1870 18_ ‘SS4bc3c31b: Addimon http: //www‘rainymood. com/ Urls 1711 19 '5S4bc3e31b2Addiction http: //voutube. ¢om/ watch? v=Jleo6DKuPOB Urls 1553 29 :554bC3¢31b: AdfllCllDn hrtp: //www. donothlngfor2minutcs. corn/ Urls 1532 21 j554bc3e31b2Addiction hrtp: //www. hclpguide. org/ anicles/ suicide-on: vcnxion/ suicidc-~help-dealing-with-vo Urls 1482 22 iSS4bc3e31b2Addic(ion http: //www. suicide. org/ inzernationaI-suicide-hotlineshzml Urls 1480 554bc3e3 1»: Addiction hrtp: //wcavesIIk. com/ uns 1453 2-1 ;554bC3E31b: AddlCI|0fl http: //inter: ctive. usc. edu/ projects/ cloud/ flowmg] U11: 1457 ‘I: EEAL-‘la-‘)1-' AJ4.-0.-ma L--0-. I/.0". .. .4;-In---. ->4-nil: -ii. —J—. .p. J~r£n- -A-. I-n--11 ll-4» I'I'If @Cynthia LIVE : ‘,. »‘-‘, ’_‘i i
  11. 11. Content shared the most via social media were related to "“e is 7 sleep aids. @CynthiaLIVE
  12. 12. Example of most shared content: YouTube: 10 Hours Rain and Thunder Healing Ambient Sounds for Deep Sleeping Meditation Relaxation Spa - 6,439,000 views YouTube: Oscillating Fan 8hrs "Sleep Sounds" - 387,000 views RainyMood. com donothingfor2minutes. com Ca| m.com whatco| ourisit. scn9a. org @CynthiaLIVE A ranklab
  13. 13. Optimize Social Media for Content Planning J
  14. 14. Use the information collected and find more successful content related to your niche. @CynthiaLIVE & ranklab
  15. 15. BuzzSumo. com Your Ancestors Didn‘t Sleep Like You — Are We Doing It Wrong? CO“Q("VQ~QVdUK| Ofl. COfT| - More from "M5 domain By Aijun walia - On 2. 2014 nud- The True Story Behind Annabelle Will Probably Give You Insomnia - shockable shodtabltcom . More from this domain on 4, 2014 MK! Five foods that can treat Insomnia and improve sleep - Healthy Holistic Living healthy-holrsbc-l'rving. corn - More from this domain By Httpsllvvww. lacebooktom/ hen’! manger - May 29‘ ZOI 4 mm This Deceptively Cute Animation Illustrates The Horrors Of Addiction io9.com - More from this domain By Lauren Davis - Nov 20. 2014 Nfldc Going To Bed Late Can Increase Negative Thinking And Worry huffingtonpostcom » More from this domain By Carolyn Gregoire - Dec 5. 2014 undo @CynthiaLIVE View Baddhks I View Shavers < Shale VIew6addInks flvlewsharers d Share Svrow Bacldsnks fli/ lewshuers 4 Share %VIewBacHInks Iviewsnuers < Snare VIewBo<tlIM. s flvtewsnams 4 Share @0000“ @0000“ @6690“ 401k 00000 ranklab
  16. 16. Note: I Searched for top content for either addiction recovery, sleep issues or insomnia. Not for Addiction Recovery and Insomnia. Why limit your reach? FACE IOOK LINKEDIN TVIITTEI VINTERESY GOOGL9 TOTAL SHAIIS SNAKES SHARES SNAKES SHARKS SHARES 7 Insomnia In Early Recovery From Drug ‘ii View Bxklinks Addiction rehaocentei. ne: - ‘.13-e lir. ~ii I‘l -. i: mvi. ii" ‘Wow Shivers 90 Feb 2’: 207') < Snare Amcle lnsornnla in Early Addiction Recovery Ups _ is View Bauilinru Relapse Risk psyclwentral(om-Mnrn‘r1wr'1.si1r>rrian fiview Shavers II: By jDi'l. ’f‘ 'rirm - km H, ."0‘li'. < Sham Ankle High rate of Insomnia during early recovery % MN BMW‘ from addiction eurelialert. o:g- ‘u1CJH_‘(fO’11["i 2 damn 'I flwew Sharers 20 By ax‘ ‘: - - mi: J ‘C Share u. ii‘i. -.-. c'Iit-. i|: h - hm '3 2‘. Nude @CynthiaLIVE & ranklab
  17. 17. Use lF1'1"l'. com & Reddit to Stay up to date on content as you begin ideation and creation. 1. Find a relevant subreddit: http: //www. reddit. comlr/ insomnia 2. Add . rss to the URL to find the subreddit's RSS feed: http: /lwww. reddit. comlr/ insomnia. rss Il! Z‘C‘VSv IIONT -. . u>. :v. l~ cnacrvs svozrs u-rs‘. VTCSVIUFIFQSWS vim. -os As-nr: v:rr Ame -vusic vu-an urns nrwss poms -rsrmi I 90:51. nuounu not now using zomronronul lop gilded pvvmoted I improve your sleep in 2 weeks with this free sleep training course. Haw up-N‘. Can reading a Kindle at night keep me awake’ 3; . . what would be a good over-the-counter sleep aid to cure occasional sleepless nights? ‘L max 'l. ‘ r Treating insomnia with Adderall, or, How my life has completely changed. if‘ ' . .-. .. ..-i-. »-, Hello fellow awakc-rs‘ L. ~. .- V ‘c: “.1 @CynthiaLIVE A ranklab
  18. 18. The Recipe 1. THIS Channel: RSS 2. New feed item matches - select a keyword or simple phrase relevant to your brand or industry 3. Enter in the subreddit RSS URL 4. THAT Channel: Email 5. Repeat for any relevant keywords or phrases. This will update you every time someone posts some relevant piece of content in this subreddit. http: //www. seerinteraictive. com/ blog/ ifitirrecipes-for- marketers/ //comp15 @CynthiaLIVE A ranklab
  19. 19. F's '. Use Social Media for Optimizing Content Distribution Planning l A 1‘ J , i @cynini nmb
  20. 20. Find who Shares Related Content i Results not relevant enough? Search for “addiction recovery or insomnia" instead (exact match). Sort by: i'; '.i‘ 5'-i: .'cs : Page 7 of 763 FACEBOOK LINKEDIN TWITTER PI NTEIEST GOOGLEO TOTAL SHARES SHARES stunts stunts SHARES SHARES V Your Ancestors Didn't Sleep Like You — Are We . ‘K: View Bacirlinks Doing it WTONS7 View a selection of users Collective-eVOll. llIOh. E0!‘rI ~ More from this demo n flview shavers that shared this content ‘Hit 169.1|t By Aqun Walla - Ott 2, 201:1 9“ Twin! ’ -C Snare Article The True Story Behind Annabelle Will Probably View Sam MS I I Give You Insomnia - shockable shockabletom « More from this dornain IVTEW Sh-VH5 31-3‘! Oct 4. 2014 < Share mine @CynthiaLIVE AX ranklab
  21. 21. Find the sharers, sort them, list them, save them. Lin-Manuel Miranda gz-m_manuei Li""‘ ; 'wui: ',E-Jr" Influence! bloggcr Serra Yilmaz cwserrarine Influence: Laura Corvalén @pon, a | (:'JY 'i(o7‘. i.e| in cc" Blout-v Influcmer Bora Zivkovic -iiboraz cotixr 1 on; Blogger }oum. i|is: willem middelkoop ! -Pwmiddelkoop C(J'L '1'} CD77" )oum: lisI @CynthiaLIVE Q View Links Shared o -v Q View Links Shared Q View Links Shared o -o Q View Links Shared - -v Q View Links Shared PAGE DOMAIN AUTHORITY AUTHORITY 41 30 0 0 28 16 54 47 38 26 FOLLOWERS RETWEET 64.530 473.748 20.466 27.485 19.661 RATI 0 16% 33°‘; 1% 27% 69%. REPLY RATIO 349-‘: 3591. 76% 3% AVE RAG E RETWEETS ‘ 17.3 8.3 4.9 4.5
  22. 22. Search for the Sharers with higher Retweet Ratios, higher Average Retweets & more followers. Analyze there link shares. Links shared by @boraz units Shared Anaryn Links Favourite Topics xrmrumpunusm-«akin-mwwuuuvrmmutnwcflibuu Top Domains Shared other 57h voii can I in HP’ 0'3 washirvowosunvn Cl’ ‘"1 gomuciiuucypvogect or; qtrom biop scionulizunonun (om dyravntetology wovflprrss com ‘$‘¥?33§$53 D? QfiOfl'1QflJ DEDflI‘ZQO‘7$'Il(. (UH @CynthiaLIVE A ranklab
  23. 23. Use Social Media for Content Marketing Execution
  24. 24. To execute a content marketing strategy there must be coordination across multiple units & agility to adapt change. @CynthiaLIVE & ranklab
  25. 25. SOCIAL CONTENT SHOULD BE INFORMATIVE Theory If we work to inform our audience in a genuine way on Google Plus and Facebook with expert level content that links back to more relevant and expert level content, can we increase our rankings for the related keywords over time? Experiment We created 250-500 word blog posts with citations that could be attached to relevant content from our website. We tagged the people and references used in these content pieces within the content. We added "for more information on this topic” to the end of each post with a relevant article from our site. @CynthiaLIVE A ranklab
  26. 26. RESULTS This post had 2,801 views in the first 72 hours after it was posted It has been viewed over 8,500 times since it's initial posting This post has had 2,691 views in the past 90—days The content is still relevant and continues to be valued and viewed @CynthiaLIVE A ranklab
  27. 27. USE CONVERSATION TO BUILD A COMMUNITY AND THE COMMUNITY TO BUILD YOUR BRAND Theory By creating weekly Twitter chats focused on topics derived from the content on our website, we increase our reach and engagement on other social platforms and increase our relevancy for related keyword rankings over time. Experiment Once per week we produce 5-7 questions that are topically relevant to specific content on our website. We post the recap of the chats (along with tags and quotes from participants) to Google Plus or Facebook with a link back to the related page. That same day we also post the next week's questions to Google Plus or Facebook with a link to the previous chat summary that lives on Google Plus or Facebook. @CynthiaLIVE A ranklab
  28. 28. RESULTS ton shares insights _», A 27 :1 see Reslms D clients Dlocess. V I‘ 4' Rms N°"'Fa“9 23 g C 1 88 3,824 an Lanigan hosted __ Q h 125 1 ‘ , 4K Boost Post witter chat and C ‘ 40 ii? ) On average, 2% of people reached by these post types were fans, while 98% were non-fans. @CynthiaLIVE A ranklab
  29. 29. SOCIAL IMPACT? Top I 5-nth Knuth ham-u 4-20 I Hnmnvn llr. ‘D -0- In: -in With SEO efforts working in tandem with an expanded social media campaign, we watched the organic keyword profile grow to over 1800 competitive organic search terms ranking in the Top 20 search results. In just 10 months, we produced over 200 competitive search phrases in the Top 3 rankings and added over 700 competitive search phrases to Page 1 search results.
  30. 30. SOCIAL IMPACT? Morldlfv Drunk Troflk mu u-M tau u-in will nu nan hull! mu -an win In just 8 months, the SEO campaign has increased monthly organic visits by 5x. During this time, the site has held up against two major algorithmic updates from Google. I loved this campaign because we were allowed to focus heavily on social promotion alongside our content efforts. This yielded extra links from diverse sources and increased brand signals, and resilience through algo updates. Even the last (seasonal) decrease was less than expected.
  31. 31. .— _ PE 1 4 iéif‘ I A “ lfl. iii '15} Cynthia Johnson Cynthia@ranklab. com ranklab. com +CyhthiaJohnson @CynthiaLIVE @CynthiaLIVE

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