Digital content the currency of the web

1. "Digital Content – The Currency of the Web" Content Creation Strategy for SMBs Blogs, Videos, Slide Decks, Groups Sponsored by: Waterloo Region Small Business Resource Center Presented by: Kelly Craft & Gordon Diver

2. Introduction @krcraft & @gdiver62 • We are NOT a social media „gurus‟ • We are experienced business strategists who also know social well • Lateral, tech-savvy hybrids spanning strategy, design, implementation & analytics • Diehard data geeks & Compelling narrative story engineers • Committed to holistic approach to business strategy • Silo-busters and frequent dinosaur-tippers © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

5. Setting the stage Success in social media and organic search is only possible with an optimized content strategy. Figure out what a CONVERSION means to you. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

7. Content Strategy Thinking about *content from the earliest stages of a brand through maintenance. * Content = texts, images, documents, videos, tools, etc. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

8. Content Economy First there was SEO. Then there was Social. Now Content is the currency of the web. • Producers and Consumers PEOPLE CONTENT • Links are the value. How they are shared and how they contribute to conversions LINKS © 2013 Aptisense • Content are your assets #wrsbrc Presented by: @krcraft & @gdiver62

9. Web sites, plus social networks Web site SEO Content Social “Optimized content marketing is the art of understanding Social networks, and prospects need to exactly what your customers plus web sites know and deliberately producing optimized content on keyword phrases that are driving organic search traffic and conversions. Then delivering that optimized content to them in a relevant and compelling way to grow your business by socializing the content through your organizations social networks.” Krista LaRiviere – CEO gShift © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

11. Content Strategy – Moving Parts Content Inventory Audit Content Strategy Document Publish Enter in CMS Content Templates Writing/ Producing © 2013 Aptisense #wrsbrc Content Calendar Presented by: @krcraft & @gdiver62

12. When architected well, it happens seamlessly. User-generated content Subscriptions Marketing content Engineering content © 2013 Aptisense CRM content Web Site / Blog Tech content #wrsbrc RSS feeds Training content Presented by: @krcraft & @gdiver62 Support center content

13. Can you fill a user value gap? Exploit the potential of your content: • Is it structured? • Can it be re-used? • Can it be filtered? • Can it be searched (more importantly, found)? • Can it be personalized? • Can it be integrated? • Can your content converge? • Can it be syndicated? • Can it interoperate with other systems? © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

14. Content Strategy - Evaluate Evaluate what is known: • Audience • Be sure you got it right • Use personas • Current Content • Is it usable, readable, consistent, in need of updating, can convert to other forms of content? • Competitor Content • Good & bad • Copy, or get creative? © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

16. Content Strategy - Plan Do a short 1-page summary document outlining content strategy. This will help you plan all events and roll-outs. © 2013 Aptisense #wrsbrc • Recommendations • Editorial/Content Calendar • Maintenance • Future Initiatives Presented by: @krcraft & @gdiver62

17. Content Templates • Create a few basic templates for types of content • This will help you put content together more quickly, efficientl y, and consistently • Will also help you keep track of content to recycle © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

18. Content Curating Benefits to Curating:  Ease the demand to constantly create original content  Generate new ideas for content to share  Agility – able to respond to trends quickly  Add other points of view  Enable your audience to share and contribute © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

19. AGENDA Sources for inspiration Have lots of informative and helpful content. Establish credibility as someone who is knowledgeable in the field. 1 2 3 Follow relevant hash tags and LinkedIn groups. Read more than you post. Social updates. Blogs. Newsletters. Follow interesting people who are already successful in your industry. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

20. Content Curation - Sources Internal External Evolving Blogs Other Blogs Tweets Industry News Facebook Posts Community Events G+ Updates Community/Industry Reviews LinkedIn Discussions Industry Events Blog Comments Podcasts, Videos, Images Hashtags/Trends Partners/Alliances News Events Website Product/Service Mktg Testimonials Customer Support Info Videos, Images Company Events Sales, Contests, Surveys Press and Media © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

21. Content Calendar To set up your social content calendar: 1. Choose a topic or topics 2. Set up a schedule 3. Develop a curation system 4. Schedule posts (from within Facebook or with a third party like Hootsuite) © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

22. Blogging Blogging is a low-cost alternative to having a web presence. For small business owners without the time to learn web html or the money to hire a designer/developer, blogging offers an inexpensive method to get your company's name out on the Internet. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

23. Blogging - What to Write? Blogs are a good way to drive traffic to your web site, establish you as leader/expert and share others‟ content (as associating yourself with others helps your credibility). Like many marketing methods, if you are going to do it yourself, you really have to like doing it and want to do it for reasons other than marketing. Guy Kawasaki Explains How Entrepreneurs Are Getting Social Media All Wrong: “My recommendation for SEO is very simple: It‟s Write Good Stuff. In my mind, Google is in the business of finding good stuff. It has thousands of the smartest people in the world, spending billions of dollars to find the good stuff. All you have to do is write the good stuff; you don't need to trick it. Let Google do its job and you do your job." © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

26. So, should all businesses blog then? That depends… If you‟re blogging for the right reasons, then Yes. If you‟re blogging for the wrong reasons, then No. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

27. The right reasons: • You‟ve got something to say • You will be measuring • You will be consistent • You have a dedicated time to write • You will be open • You have a blog strategy • You have it aligned to your brand • You have a content calendar © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

28. The wrong reasons: • Your competitors are, so you should • “Every business should blog” • It will Power Ranger your SEO • You think the words „blog‟ and „blogger‟ are kinda sexy • You got a good deal on a FlipCam © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

31. Best Practice for Goal 2 Solve or Share: Your blog should either solve your customers‟ problems or share helpful resources.  Write blog posts about what your readers care about.  Think about frequently asked questions as fuel for blog posts.  Blogging is a chance to connect with your prospective customers in a real time way.  Keep in mind that your blog needs to be a part of your business and a continual part of your lead generation efforts.  Your blog won‟t magically build your business without active and ongoing promotion and participation. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

33. Examples of Blog Types  How-To Post – How to do something  Lists – Best of ...  Curated Post – Share others and comment  Thought Leadership – Posts that “make your reader go Hmmm”  What/Why – Explain a concept  Story – Feature a story about your team, client, situation  FAQ – Answer the most common questions you get (CX)  Interview – a industry leader, client or staff  Other Content – SlideShare deck, Video etc. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

34. Blog Post Writing 101 - Template • Be specific. Pick a topic for each post and stay on it. • Use language that creates excitement & interest. • Use a template for a standard format and to organize your thoughts and ideas. • Link to additional content sources on your own or others‟ web sites. © 2013 Aptisense #wrsbrc Core Topic/Theory/Issue Opening paragraph with summary of topic and key concept. (Set some tension here pros & cons of the issue. You can make slightly controversial statements here.) Counter Theory/Issue Discoveries, advantages &/or obstacles. Elaborate on Theory/Issue Describe what it means, what your opinions are. Conclusion/Guidance End with Insight - Solutions/Suggestion (Bullet points) ALWAYS end posts with some sort of important question. You want people to engage, to comment, to argue, to ask more questions. Presented by: @krcraft & @gdiver62

36. Thinking like a blogger 1. Periodic hero content 2. Snappy headlines 3. Easy to scan 4. Useful - Remember: WRITE GOOD STUFF! 5. Promote your content 6. Validate other content creators 7. Lateral thoughts © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

38. Video Have the right equipment: It is possible to do video on a budget, the keys are:  a good script,  a good camera (iPhone even works),  good audio,  proper lighting and,  Good editing software,  A YouTube or other account © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

39. Why video is important After watching a video, a prospect will:  66 percent will continue to research a product  46 percent visit a vendor website or contact the vendor for more information Goals for video:  Increasing conversion rates  Improving brand awareness  Giving viewers something useful  Creating social engagements and sharing  Appearing in Google‟s SERPS  42 percent purchase a product  25 percent add the vendor to their consideration list Source: IDG Research Services, B2B video Jan2013 © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

40. Starting your Video To ensure that your video production effort is efficient and effective, be sure to execute these four steps: 1. Prep for the shoot; 2. Create Quality Control; 3. Edit your raw footage; 4. Know how, when and where your are going to share it. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

42. Optimize Video Optimize:  Use your keywords  Explore CTA titles  Metadata – add a description of video  Tag your video  Give consideration to the thumbnail  And finally, ensure your channel is optimized as well Resource: Optimize your YouTube Video © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

43. Images – Pictures Worth a 1000 Words Promote •While Instagram and Pinterest both are great tools to assist in the marketing of your products, their purpose can extend far beyond a catalog for your business. If you manufacture your own goods, consider giving your customers a peek at the process. This can be anything from the equipment you use to the design and building process. Your customers will appreciate getting a chance to see your products outside of the standard retail setting. Share Company News and Updates •Whether you want to unveil new products or make other business related announcements, everyone knows that a picture is worth a thousand words. Consider using creative means to convey your news to your customers. They will more than likely be receptive to news conveyed through non-traditional mediums. Show •While it‟s important for any business to put faces behind the company name, this concept is especially vital for smaller ventures. Your potential customers want to see that you are tied into the community, and giving them a look at your offices and your staff is a great way to show who you are. If possible, try to capture the mood of your office through the pictures you post as well. Connect •Your customers want to be kept in the loop regarding all aspects of your business, including promotional offers, new product offerings and any special events you may be attending or sponsoring. Image are a great way to quickly share this information with them, be it through a promotional flyer or a look-in at the event itself. Encourage •Encourage customers to pin sightings of your products on their pages or hold contests for the most creative pictures taken. Whatever you do, just make sure you give people reasons to keep checking back. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

44. Pinterest • Low cost to create and maintain • Extends your brand catalogue • Adds personality – share your company culture • Community building is easy through hashtags, commenting, and user account following. • Use descriptions with easy keywords and hashtags, like “quick #dinners” and “#chicken breast recipes.” • Run contests that encourage entrants to get creative with their own pins • Use Pinterest‟s easy pin tracking feature for domains by typing into your browser the following: http://pinterest.com/source/yourdomainher e.com. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

46. Pinterest 1. When setting up your Pinterest account, add descriptive, keyword-rich text to your "About" description. This will help your Pinterest account show up in search engine results. Include your location as well. 2. To get the most visibility for your pins, connect your Pinterest account to your other social media outlets, such as Facebook and Twitter. Be sure to add your company's home page URL. 3. Name your pin boards after your business type, products, and services. For instance, if you sell women's sports attire and equipment, create pin boards for such topics as women's running shoes or best yoga mats. 4. Follow other Pinterest users in your local area and/or field of expertise. Comment on and share their pins; they'll often return the favor. Endorse the pins others share by clicking the " Like" button. 5. Develop an infographic related to your area of expertise and distribute it on Pinterest. Infographics are highly popular these days and the best ones tend to get reposted and shared widely. 6. Pay close attention to Pinterest users who get the most likes and repins. Follow them and learn from what they do. 7. Unlike Facebook or Google+, there's currently no distinction between people and brands on Pinterest. You'll get more traction if you approach the site more as a person, less as a brand. 8. Don't get too self-referential. Pinterest is about sharing passions; it's not for talking about yourself (a la Facebook). Don't get blatantly salesy, either. Just share interesting, funny, quirky, compelling images; the traffic to your site (and sales) will likely follow. 9. Post pictures on your own site or blog first, then pin those pictures on Pinterest. The pinned images will include a link back to your site, which will help drive traffic there. 10. Make sure to post a Pinterest follow button on your site. It's easy to do; just copy a snippet of HTML code, which you can get from Pinterest's Goodies page. 11. Be creative. Curate the quirky, odd, funny pictures that have some relevance to your brand, products, or services, and that appeal to women. 12. Serve as a resource. Share content that other users will love sharing. For example, a local bakery "could create boards for cupcake recipes, frosting tips, taste combinations, decorating ideas, party ideas, personal favorites, cake disasters, wedding planning and other topics their followers might be interested in. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

47. Slide decks Why Bother? • Besides the fact that it‟s smart to regularly mix up your content offerings (people get bored with the same stuff over and over again), slide decks have several inherent benefits, including: • Easy to make and view - There are a variety of slide deck creation programs, and several sites where you can upload and view them. • Include multiple types of content (audio, written, and visual) – Allows for better explanations and more points for engagement. • Downloadable – Viewers can download and reuse your material (nearly everyone would rather use an awesome slideshow made by someone else than create their own), which means more brand exposure. • Shareable – In addition to downloading, people can link to your presentation and share it via social networks. This helps you reach a much larger audience and increases backlinks. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

48. Slide Decks – Tips • Know your content!! • Start with the content – not the slides. Create an outline. • Keep the slides clean. • Use sans serif font. It is easy to see. • Make sure everyone can see your text on the slides. • Balance images and text. • Use humour. • The biggest fail in presenting is saying, “I apologize this slide is hard to read.” © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

49. Slide Decks – Promotion Upload your presentation to a major slideshow site Use enticing titles and first slides Embed on your website too Invite others to reuse Publicize it Post/announce URL before and after show Shorten URLs Perform analytics Put links on the slides Include narration text below slides © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

50. Slide Decks - Examples Perception – by Jordan Julien http://www.slideshare.net/thejordanrules/perception-1766948 Social Media for Event Management - Digital Media Academy – http://www.slideshare.net/dmediaacademy/social-media-for-event-management From Likes to Loves in Social Business – Dachis Group http://www.slideshare.net/dachisgroup/from-likes-to-loves-in-social-business Alarm Product Catalogue – DeWAR Secure – http://www.slideshare.net/DeWARmaintenance/alarm-products-catalogue © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

51. Groups Best Practices for LinkedIn Groups: Invest time and you‟ll see great returns: Get advise – ask questions of your fellow group members Provide advise when asked Generate ideas for your content to share with your audiences Be open to exploring new tools, thoughts and approaches Get traffic, bad form to spam, but perfectly legitimate to point someone to helpful content on your blog/website  Network to get clients – don‟t just join industry only groups – go where your prospects are and be helpful  Be open to opportunities you may not have considered, like speaking engagements      © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

54. Content Circle of Sharing Publish Promote Comment Contribute Pay it forward Pay it back Cross Comment Cross Promote Contribute in industry Back Link Ask for Link backs Build your network Network © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

55. We consume content like music: in context. To create content with context, you‟ll want to understand these three things about your customers journey:  Their motivations, pain points, and role in the buying process,  Where along their buyer journey they are most likely to get stuck (road blocks, fears),  How you can get them unstuck and help them continue their journey to the end. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

56. Buyer’s Journey – Revisited ATTRACT CONVERT Visitors Prospects CLOSE Leads DELIGHT Customers Promoters Blog Forms Email Forums Keywords Calls-to-Action Social Media Social Media Social Media Landing Pages Blog Video © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

58. 7 Elements of Context Relationships. • Time provides temporal information. Time provides related services that answer the question ”When”. Time. Location. Business process. • Placement by geo-spatial coordinates helps with narrowing geographic relevancy. Location answers the question of “Where” • Process helps determine flow and work order. Process answers the question of “How” • While related to relationships, the role is different because it addresses eligibility. Individuals can play different roles among a wide variety of relationships. Role. Sentiment. • Sentiment seeks to understand how an individual feels about an issue. Sentiment answers one dimension of the question of “Why”. • Intent anticipates future behavior. Intent answers the second dimension of the question Why” Intent. © 2013 Aptisense • An individual may serve as an employee, a parent, part of a community group, or other designation. Understanding the relationships help brands and organizations understand a broader set of experiences that answer the question “Who and What”. #wrsbrc Presented by: @krcraft & @gdiver62

59. Measurement & Conversions • Which 20% of our content produces 80% of our results? • Think and measure „end‟ actions – what are the conversion points? Downloads Requests Joins Subscribes Registers Calls Comments © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

61. Our Thanks To You We‟d like to extend our thanks to all of you for attending the 2nd segment. Thanks also to the talented team here at the centre and especially Chris Farrell and Mistie Brown. If you learned beneficial skills here today, don‟t forget to mention that when you complete your feedback forms at the end of the Summer Company program. Give lots of kudos to Rob and the rest of the Great Team at the Waterloo Region Small Business Centre ! © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62