EAN Partner Summit 2011: A theory of content strategy


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EAN Partner Summit 2011: A theory of content strategy

  1. 1. How to create and market content for your businessKate Kenyon, Senior Content ManagerDecember 2011
  2. 2. Fixing theContent ProblemImage: zzpa, under Flickr.com creative commons licence
  3. 3. Content is your only salespersonImage: Aaron Tang, under Flickr.com creative commons licence
  4. 4. Which Test Won? A BImages reproduced from www.whichtestwon.com
  5. 5. Which Test Won?Images reproduced from www.whichtestwon.com
  6. 6. Good content• Supports business goals• Meets users’ needs• Has shareability
  7. 7. Which Test Won?Images reproduced from www.whichtestwon.com
  8. 8. WhereF users look
  9. 9. Shareability = ranking and traffic Each ONE review = ONE extra organic visitor per month 8
  10. 10. Good content• Supports business goals• Meets users’ needs• Has shareability
  11. 11. What users (and Google) want Content should be... ....What Google does to decide if you’re delivering that Appropriate to the user’s Looks at keywords, metatags, links, visitors, social media approval initial search Useful to decision making Rewards reviews, video, rich media – social proof Focussed on users Rewards recently updated content, penalises hidden links, duplicate content, old content Clear Considers page layout – F-shaping, use of links, site structure Consistent Repetition across pages, use of synonyms Concise Keyword density Supported Rewards updated content, sites with long-term URL use
  12. 12. Profiling your users Hotel Name City Room Nights M T W T F S S Avg Stay AvgPax Avg Before 1 Circus Circus Hotel & Casino Las Vegas 2346 214 101 192 209 459 802 369 2.202783 2.1 14.2167 Spontaneous, city-loving couples who are looking for a weekend away in the party capital – Vegas!
  13. 13. Mobile-friendly contentLocation.Located in central New York, Andaz Wall Street - a Hyatt Hotel is a business-friendly hotel within walking distance of Vietnam Veterans Plaza, Federal Reserve Bank of NewYork, and New York Stock Exchange. Additional points of interest include Brooklyn Bridge and Ellis Island.Hotel Features.Andaz Wall Street - a Hyatt Hotels restaurant serves breakfast, lunch, and dinner. A bar/lounge is open for drinks. Room service is available 24 hours a day. Recreationalamenities include a health club and a fitness facility. Spa amenities include spa services, massage/treatment rooms, facials, and body treatments. This 4-star property has abusiness center and offers small meeting rooms, a meeting/conference room, and audio-visual equipment. Complimentary wireless Internet access is available in public areas.This New York property has 5920 square feet of event space consisting of banquet facilities. Business services, concierge services, and tour/ticket assistance are available.Additional property amenities include multilingual staff and laundry facilities.Guestrooms.253 air-conditioned guestrooms at Andaz Wall Street - a Hyatt Hotel feature iPod docking stations and minibars. Beds come with pillowtop mattresses, signature bedding,Egyptian cotton linens, and down comforters. Bathrooms feature showers with handheld showerheads. They also offer makeup/shaving mirrors, designer toiletries, andbathrobes. Wireless Internet access is complimentary. In addition to desks and complimentary newspapers, guestrooms offer cordless phones with voice mail, as well as freelocal calls (restrictions may apply). 42-inch LCD televisions have premium cable channels, free movie channels, and Oncommand video. Also included are laptop-compatiblesafes and complimentary bottled water. Guests may request in-room massages, irons/ironing boards, and wake-up calls. A nightly turndown service is offered and housekeepingis available daily. Guestrooms are all non-smoking.Within walking distance of the Federal Reserve Bank of New York and New York Stock Exchange, Andaz Wall Street offers a health club andfitness facility, a restaurant and 24-hour room service. Complimentary wifi is offered in all public areas.This central New York hotel’s 253 rooms feature iPod docking stations, 42-inch LCD televisions and minibars, and guests can also requestirons/ironing boards and wake-up calls.Business travellers can make use of the business centre, meeting/conference room and audio-visual equipment. It also offers spa services, abar/lounge and laundry facilities.The Andaz Wall Street is one mile from Brooklyn Bridge and Ellis Island. It is also within walking distance of Vietnam Veterans Plaza.
  14. 14. Blogs
  15. 15. Blogs
  16. 16. BlogsPictures firstClear SEO-friendly titlesShort, concise paragraphsUse of headings and linksCalls to action - what’s next?Share functions
  17. 17. SocialmediaTwitter
  18. 18. SocialmediaTwitter
  19. 19. SocialmediaFacebook
  20. 20. Social mediaConversation, not demandsSignpost links offsite clearlyMix of value, opinion and expertiseRespond quicklyBe topicalBe ready to transact onsite!
  21. 21. Shareability and content marketingImage: Markus Spring, under Flickr.com creative commons licence
  22. 22. Planning your content Business goals Tracking, Content audit Measurement People, Implementation process, tools audit Content Strategy formation
  23. 23. Thanks. Any questions? 22