Content-Marketing_Adaptive_Eddie-Prentice_IJL-2011

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A presentation examining how important your written content is to being found online. It examines every aspect of the written word including your source code, url's, web page copy, social media, blogs and search marketing.

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Content-Marketing_Adaptive_Eddie-Prentice_IJL-2011

  1. 1. Content MarketingThe value of the written word in online marketingIJL Seminar – Wednesday 7th September 2011Presented by Eddie Prentice, Adaptive Consultancy
  2. 2. Agenda• The importance of keywords• Writing for search engines• Writing for shoppers• Social media• Conclusions
  3. 3. Step 1: Keyword research• Check your own website analytics• Check out your competitors: – Source code – Anchor linked text.• Use a keyword research tool – Google keyword tool (free) – Wordtracker (subscription)
  4. 4. Google Keyword Tool
  5. 5. Copywriting – Google Adwords
  6. 6. Google Adwords and landing pages
  7. 7. Copywriting – Meta TagsEnter what you wish searchers to see on a Google search results page in your meta title and meta description
  8. 8. Copywriting – Meta Tags Writing meta titles and descriptions is like writing ad copy. Should be persuasive not merely descriptive. Company/brand nameKeyword in Keyword in title line in descriptiondescription Call to Features & action benefits
  9. 9. Copywriting – product descriptions • Incentive to purchase NOW • Lots of reassurance • Payment options • Clear, visible path to next step
  10. 10. Copywriting – product descriptions Don’t limit yourself to manufacturer descriptions. – Google doesn’t like duplicate copy – Present benefits consumers show they like • Check out customer reviews for copy ideas. Amazon is a good source of material.
  11. 11. Product pages - shoppers like detail
  12. 12. Why do people use search engines? • Learn more about a product/service 46% • To compare products/services 25% • To read reviews about product/service 10% • To purchase a product/service 9% • To find to a particular site 7% 84% of searchers seek some form of online content. Only 9% are ready to buy.
  13. 13. How does Google find you?• On-site factors – Coding – Navigational structure – Web page copy• Off-site factors – Backlinks – Blogs – Social media – Articles/PR
  14. 14. Why online content is so important • It’s the main reason your potential customers are online (content for research and to compare) • It’s the main way Google uses to rate the popularity / importance of your website in your market Google measures your popularity by the number of backlinks to your site from other sites.
  15. 15. Content marketing goals1. Get found online by creating and promoting interesting content2. Convert followers and traffic into leads and sales3. Measure your results to grow your business
  16. 16. Social media: Buyers no longer act independently We live in a connected world Product reviews Price comparison sites Social networking sites
  17. 17. Connectivity doesn’t come with guaranteesBest marketing is word of mouth BUT hot air is still hot air We remain resistant to spammers
  18. 18. What are the rules of Social Media?• - Listen before you speak• - Engage people with what they’re• interested in.• - It’s not about you, it’s about them• (and they know it)• - Don’t be fake• - Have fun!
  19. 19. So take the “Marketing” out of Social Media Marketing• Social media sites weren’t initially set up as marketing sites• Success driven by the engagement between users/members• Think “Social Media” not “Social Media Marketing”• Focus on getting people to talk about your products and services not your marketing?• Walk the talk. No good having Facebook, Twitter etc. if your service isn’t up to scratch.• What matters more are experiences that inspire people to engage with and your brand in social ways.
  20. 20. The secret to winning newcustomers in the connected world Keep the existing ones happy Build brand advocacy
  21. 21. Social Media Landscape• Blogs• Microblogs• Forums• Social networking sites
  22. 22. Blogs
  23. 23. What is a Blog?• A highly personalised, publicly accessible, web presence• Used to express opinions, feelings and passions• Bloggers share links and integrate media (videos, photos, podcasts) into their content• They are updated frequently (daily or weekly)• Intrinsically conversational and often solicit comments or call out to their readers for input
  24. 24. Why Blog?Blogs are attractive to search engines & consumers:• Frequent updates. Search engines are known to give preference to sites which have frequently updated content.• Quality content. Good content attracts readers, incoming links and provides text for search engines to index.• Link building. Due to the highly interlinked nature of the blogging community, blogs can quickly attract quality incoming links, another important search engine ranking factor.
  25. 25. How to blog for eCommerceSet up your blog on your own domainEnsure that your blog is located at… http://blog.yourshop.com or http://www.yourshop.com/blog Not … http://yourshop.wordpress.com or http://yourshop.blogspot.comHosting your blog on your own domain will improve your site’s ability to get found by search engines.
  26. 26. How to blog for eCommerce• Look at your customer enquiry inbox. What are the common questions/themes? Create a blog post on these.• Keep it punchy and conversational. It’s a blog not “War and Peace”• Use pictures, videos or graphics. Don’t set boundaries on what you can do.• Have a purpose – calls to action, links to promotions or for more information
  27. 27. What to write about• Don’t focus only on your products• Address your industry customers’ needs / interests• Write about general trends in jewellery• Write about who’s wearing your jewellery• Find ways to make your jewellery newsworthy• Don’t just blindly promote your productsAsk the question: “will people find this interesting and want to share with their friends and colleagues?”
  28. 28. Twitter
  29. 29. Most popular retailers on Twitter Source: eDigital Research
  30. 30. Why people follow brands on TwitterSource:eMarketer/ExactTarget
  31. 31. Why people follow brands on Twitter1. To get updates on future products - Twitter is a useful PR tool for creating buzz around a new product launch.2. To engage with the company or brand – Twitter has value as a customer feedback tool.3. To save money - To encourage brand loyalty and drive sales you can use Twitter to feed out discount codes and coupons4. For entertainment - Brands can engage through Twitter with more interactive content, videos and pictures (rather than just a news and updates) in their Twitter stream.5. To display loyalty - Engage them in the right way and they will help spread positive word-of-mouth about your products or services Source: ExactTarget
  32. 32. UK tweets about brands are 3 times more likely to benegative as they are positive It’s how you respond that matters
  33. 33. Facebook
  34. 34. The most popular retailers on Facebook The most popular retailers give people a reason - to follow them - to keep coming back That means regularly updated content: - wall posts - photos - videos - competitions - prize draws Source: eDigital Research
  35. 35. Competitions help you build your following
  36. 36. Discountsand offers help youbuild yourfollowing
  37. 37. How Facebook response createslinks back to your website
  38. 38. Forums
  39. 39. Forums• Online members communities which serve to facilitate discussion threads around common interests (mums, techies, fashion etc.)• Can be branded or independent• Hierarchical in structure and highly protective (moderators, administrators etc.)
  40. 40. Social Media is hot, yet ….• 28% of marketers say they are not spending anything on social media marketing.• 33% are spending less than £5,000 a year. Source: Econsultancy/bigmouthmedia
  41. 41. What holds back investment in Social Media?• No social media budget – Expectation that’s a “free” marketing activity• Lack of knowledge and skills• Lack of human resource time• Unable to measure ROI
  42. 42. Convert your social media followers in to leads• Most of your social media audience is not yet ready to purchase.• Offer them non-transactional ways to engage with you.• Create landing pages on your site designed to collect their email address in exchange for a benefit e.g. 20% Off for all email subscribers
  43. 43. Your Website and SEO
  44. 44. SEO and content on product pages• Develop a uniform and clean website structure• A clear and easy-to-read URL structure makes understanding and categorizing your pages easier for search engines and humans.• Organize product pages in this way:http://www.yourshop.com/productcategory/product
  45. 45. Create unique product titles• Search engines discount the value of duplicate content.• If you are using the same product title as many other sites selling your same products, you will be out-ranked by bigger competitors using the same content on their product pages.
  46. 46. Clean url’s and category pages
  47. 47. Google likes clean url’s
  48. 48. Conclusions• Write for search engines - a keyword strategy is critical• Write for people – be persuasive not just descriptive• Social media is about engagement not sales• Make sure your website facilitates your efforts rather than hinders them – urls, source, code, navigational structure
  49. 49. Thank you View our eCommerce platform at IJL Stand number: C119Email Us: info@adaptiveconsultancy.com

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