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Workshop Content and Social Media Strategy

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This is a content & social media strategy workshop I've been executing at various companies worldwide. It covers creating a strategy and executing that strategy, next to offering simple tools for both beginner and experienced editors to get started making great content. Had great feedback on this presentation as it covers a lot of subjects without becoming to detailed to remember.

This is a content & social media strategy workshop I've been executing at various companies worldwide. It covers creating a strategy and executing that strategy, next to offering simple tools for both beginner and experienced editors to get started making great content. Had great feedback on this presentation as it covers a lot of subjects without becoming to detailed to remember.

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Workshop Content and Social Media Strategy

  1. 1. HOW TO CREATE AND WRITE GREAT WEBCONTENT (AND HOW TO GET IT TO THE RIGHT PEOPLE)
  2. 2. BUT FIRST Who am I?
  3. 3. My name is Harm Teunisse
  4. 4. I live in Amsterdam
  5. 5. I design & execute digital strategies
  6. 6. I create & write magazines
  7. 7. and I produce TV shows
  8. 8. More importantly… Who are you? (Create a great headline about your neighbours life in five minutes.)
  9. 9. As a writer this used to be your workspace
  10. 10. Now it’s this
  11. 11. Writing is only part of the job description. You also have to be a strategist. A creative. And a bit of a nerd.
  12. 12. I’m here to talk about for the web
  13. 13. The next 3 weeks are about Content strategy Content rules Social media strategy New business models
  14. 14. ? What is
  15. 15. “Content is anything created to be engaging, valuable, insightful and compelling, and should fundamentally connect with your target audience.”
  16. 16. If your website is a mousetrap Your content is the cheese
  17. 17. Content strategy
  18. 18. Is a Never ending cycle Strategize Curate
  19. 19. 1. Strategize
  20. 20. The why & what - Define your company mission
  21. 21. [Our company] is where [our audience] gets [what information] that offers [what benefit]
  22. 22. Please fill in the blanks in teams of three people
  23. 23. [Our company] is where [our audience] gets [what information] that offers [what benefit]
  24. 24. Content strategy is about defining WHO are we writing for and WHERE can we find them?
  25. 25. Content strategy is about defining WHAT topics do we write about?
  26. 26. Content strategy is about defining WHEN & WHERE do we publish our stories?
  27. 27. Content strategy is about defining WHAT is our tone of voice?
  28. 28. 2. Create
  29. 29. Research new topics
  30. 30. is your best friend
  31. 31. Use Google Keyword planner in Google Adwords for popular related search terms
  32. 32. Source: http://www.keywordtool.io
  33. 33. Use Google Analytics to see what people search for on your site
  34. 34. Listen to your readers
  35. 35. What content drives traffic?
  36. 36. News
  37. 37. Lists
  38. 38. How to’s
  39. 39. Quizzes
  40. 40. Cheat sheets
  41. 41. Writing for web has its own rules
  42. 42. The 5 elements of good online copy Headline Design Word choice Search Engine Optimizing & linkbuilding Images
  43. 43. Headline What defines a great ?
  44. 44. Headline What defines a great ?
  45. 45. Curiosity Gap and Sharing
  46. 46. On average, 8 out of 10 people never make it past your headline or title.
  47. 47. A good headline …Promises value …Conveys emotion …Stands out …Contains SEO keywords
  48. 48. How to write great headlines: Use powerwords (Such as fooled, smash, fatal, and warning) Example: 11 Fatal Mistakes Everybody Makes at Work
  49. 49. How to write great headlines: Mix in keywords for SEO Example: 11 Fatal Mistakes Everybody Makes at Work
  50. 50. How to write great headlines: Use numbers. Odd numbers. Example: 11 Fatal Mistakes Everybody Makes at Work
  51. 51. How to write great headlines: Dare to be controversial Example: 11 Stupid Mistakes You’re Still Making at Work
  52. 52. How to write great headlines: Ask a question Example: Are you making mistakes at work that could cost your job?
  53. 53. How to write great headlines: Give them a reason to click. Example: Reading This Post Will Make Your Boss Like You 541% Better
  54. 54. Writing excersise Rewrite one of these headlines so it promises value & benefit French companies to study feasibility of urban cable car in Valley Bank Hackers Steal Millions via Malware
  55. 55. design What is smart ?
  56. 56. Readers Aren’t Reading source: How Little to Users Read? NN Group Users have time to read at most 28% of the words during an average visit; 20% is more likely.
  57. 57. Design for scanners Header & subheaders Short paragraphs Short sentences (keep it simple!) Bullets & numbering
  58. 58. Search engines Write for
  59. 59. Writing for search engines Use headings and subheadings Put keywords in your intro & body text Use Synonyms and Antonyms Deeplink to articles & high rated websites Attract inbound links (seeding) Never copy/paste text In depth articles of >1200 words
  60. 60. Writing excersise Write a 100 word SEO & web optimized article on one of today’s stories: Hackers steal 1 billion from worldwide banks Korean Air executive jailed in 'nut rage' case Iceland convicts bad bankers and says other nations can act
  61. 61. images What kind of ?generate traffic
  62. 62. Good quality & high res
  63. 63. People Love faces
  64. 64. Eyecontact drives traffic
  65. 65. Relevance is key
  66. 66. Show Real emotions
  67. 67. avoid stock images
  68. 68. Don’t forget the technical stuff: Use alt tags with keywords Optimize filenames for SEO Keep file size as low as possible
  69. 69. When in doubt: Kittens!
  70. 70. 3. Publish & Share - Social Media strategy
  71. 71. Content is king, but distribution is queen
  72. 72. Posting your article is just the start
  73. 73. You need Social Media to spread your content & generate traffic
  74. 74. Strategy exercise Fill out the Social Media Worksheet Time: approximately 15 minutes
  75. 75. Keys to success on social media: Dedication. Success takes time. Discipline. Post daily. Plan ahead. Add value. It’s about giving. Interact. Engage your audience. Be human. Be honest.
  76. 76. DO: Be likeable Use lots of images. Use search engine friendly URL’s. Take webcare seriously. Promote your social platforms. Know your followers.
  77. 77. DON’TS: Using all social media platforms. Posting the same everywhere. Automating your replies. Connecting social media. Not responding to questions and comments.
  78. 78. Posts with pictures receive 39% higher engagement than average 80Posts with maximum 80 words get 23% more engagement. 48%Asking for likes, shares and comments increases engagement with 48%. 70%Of users will see your post on their smartphone first. Think mobile. $Small post promotions in the first 24hrs can increase traffic to your blog up to 200%
  79. 79. Tweets with images receive 150% higher engagement than average 110Keep tweets under 110 characters to allow retweets. 86%Tweets with interesting links get 86% more retweets. >4Limit yourself to four tweets a day for better ROI. CTAUse strong call to action like ‘retweet’, ‘help’, ‘follow’ and ‘how to’.
  80. 80. Timing is everything
  81. 81. The art of seeding: getting others to share your content
  82. 82. Readers are more likely to view a piece of content that’s been recommended by someone they trust.
  83. 83. Keys to seeding success: Identify. The relevant personas. Follow. Trends and news. Build. A contact database. Interact. Engage in discussions. Fine tune. Only offer relevance.
  84. 84. 4. Curate
  85. 85. 5. Analyze
  86. 86. 6. Learn & evolve

Editor's Notes

  • It’s going to be fun, and sometimes a little technical. I don’t know exactly how much you guys know about content and social media strategies, so if you have any questions, please raise your hand at any moment.
  • OPDRACHT 2! VUL DEZE MISSION STATEMENT IN. A4-TJES UITDELEN.
  • OPDRACHT 2! VUL DEZE MISSION STATEMENT IN. A4-TJES UITDELEN.
  • OPDRACHT 2! VUL DEZE MISSION STATEMENT IN. A4-TJES UITDELEN.
  • OPDRACHT 2! VUL DEZE MISSION STATEMENT IN. A4-TJES UITDELEN.
  • Vandaag alleen online. Nogmaals benadrukken.
  • So what kind of content should you write?
    I will be mainly focussing on publishing written stories, as this is your main business and priority.
  • Opdracht: groepsgesprek!
  • Opdracht: groepsgesprek!
  • Nader in te vullen.
  • Opdracht: groepsgesprek!
  • Jakob Nielsen analyzed 45,237 page views
  • Opdracht: groepsgesprek!
  • Nader in te vullen.
  • Opdracht: groepsgesprek!
  • Nader in te vullen.
  • Content seeding is a strategic approach to scatter content across the Internet. Content creators spread content to various locations where that content will be read, noticed and spread. Often, content creators target relevant influencers in hopes that those well-connected influencers use their own networks to distribute the content. This marketing approach aims to increase brand awareness by pushing content across the web to relevant target groups.
  • The primary focus of seeding is to convince industry thought leaders to validate and spread a brand’s content over their network – for example, their blog, social media platforms or email newsletter.
    Through this, the reach and awareness of the original content is increased greatly, and since it’s been validated by the industry thought leader, it carries more weight.
  • Seeding is an important element in online marketing, so it’s vital to implement a well structured and planned strategy. A wide distribution of videos, articles and images using Facebook, Twitter, Google+ and search engines is the end result to a well-organized campaign. The following points serve as a guide to a successful seeding campaign
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