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MACVB Education Summit - Media One

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Media One presentation during the MACVB Education Summit 2017 about the art and science of creating and delivering quality content

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MACVB Education Summit - Media One

  1. 1. The Art & Science of Creating and Delivering Quality Content
  2. 2. Questions we’ll try to answer What does a content strategy look like? What is content? What do I write about? How can I be a resource to travelers? Why is content important? Why do I need fresh content? How do I get people to read my content? How often do we need new content? How do we measure our campaigns? How do I get started or take it up a level?
  3. 3. Uniquely Qualified Excellent Qualified Overload – not qualified
  4. 4. Content Objectives Be more engaging than other forms of advertising Build your SEO over the long haul Get traffic to your site Have people share your content like word of mouth advertising
  5. 5. Content Strategy Create Content Promote Content Measure Content Adjust based on Analytics Continuous Feedback Loop
  6. 6. Content Strategy Think like a publisher Know your audience – build style guide Develop topics in advance on a content calendar Learn SEO best practices Determine how content will work with other marketing channels Build your plan to distribute content Measure and be malleable - learn from what you are doing and adjust on the fly
  7. 7. Art of Content Creation
  8. 8. Susan Barnes - A Little About Me • 16 years of writing, editing, marketing and public relations experience (APR) • started with AAA Auto Club South - Going Places Magazine
  9. 9. Susan Barnes - A Little About Me • Current and recent content development clients:
  10. 10. What is content? Written words like blogs, posts, articles, etc. Videos & podcasts Images & infographics Social posts The original: visitor guides
  11. 11. Sample one-page plan Objectives: 1 Increase visitation to AllThat, Minnesota over the next 12 months 2 Position AllThat, Minnesota as the place to visit in the midwest Goals: 1 Increase hotel revenue by 3% in 2017 2 Build visitor awareness to 35% Strategy: 1 Become the best source of information on visiting AllThat, Minnesota 2 Deliver useful information and thought-provoking insights 3 Educate visitors on: What is new in AllThat, Minnesota How to best experience AllThat, Minnesota, depending on the type of visitors they are Metrics: 1 Increase website traffic +25% year over year 2 Increase social media interactions +50% year over year 4 Generate revenue of $1 million
  12. 12. Content Strategy Determine frequency of content Define messages to convey Define why those messages are important
  13. 13. Content Strategy Define audiences Determine voices to appeal to each audience
  14. 14. Content Strategy Determine where audiences are
  15. 15. Content Creation Develop an editorial calendar Develop a style guide Determine who will create content Repurpose content Additional Content
  16. 16. Content Topics Itinerary or niche things to do Experiential FAQs What are people asking about? Reviews Real-time trends
  17. 17. Content Calendar Content Calendar Content Content Subject Matter Due Date Content First Draft (M1 to client) Images & video due date Social sharing headlines & images Final version on website Paid Media Start Date Paid Media End Date Budget Paid Channels Blog Network sites Content 1 6/8/2017 6/14/2017 6/20/2017 6/23/2017 6/29/2017 7/1/2017 8/31/2017 $ 30,000 Native, Display LifesMustDos.com, SecondChanceTravels.co m, TravelForGrownups.com Content 2 6/22/2017 6/28/2017 6/30/2017 7/7/2017 7/13/2017 7/15/2017 9/14/2017 Native, search, social Content 3 n/a n/a No Media for this post Content 4
  18. 18. Style Guide Overview Holistic set of standards that define your company’s branding. GrammarTone Logo Usage ColorsVisuals Word Usage Point of View
  19. 19. Style Guide Put all of your stylistic nuances in one document Distribute to everyone who will work on messaging on your behalf
  20. 20. Create Freelance Writers, Bloggers Photographers/ Videographers Content Marketing Professionals
  21. 21. Sample Message Architecture
  22. 22. Sharing is caring Shared 14 times in one month
  23. 23. Three Takeaways 1. Determine who will manage content creation in your office 2. Develop a one-page strategy, editorial calendar and style guide 3. Partner with content creators
  24. 24. Science of Content Distribution & Measurement
  25. 25. Why content is important Google loves it and sends you over 42% of traffic Frequently updated content that supplies a demand is what Google is looking for Much higher engagement than other channels The growth of your website depends upon the content within it 42% 2.5x SEO
  26. 26. What We’ll Cover Distribution Working on SEO Measurement Tactics & Tools Page Layout & Testing
  27. 27. Goal of Content: Getting found by consumers and used as a resource Source: comScore Media Metrix Multi-Platform Media Trend Reporting, January 2015 – April 2016 data, Total Minutes.
  28. 28. Competition or Complimentary Content?
  29. 29. “…in recent years, we’ve seen a shift away from keyword-focused content towards more relevant content written in natural language.” - Andrey Lipattsev Search Quality Senior Strategist at Google
  30. 30. Content Ecosphere 3rd Party Earned Content Email Paid AdsOwned Content Social media Organic traffic from search engines Revenue
  31. 31. Content pairs well with…
  32. 32. Free’ish traffic • SEO • Employees share • Press/PR • Earned sharing
  33. 33. Organic Traffic Growth 5,904 6,054 8,686 5,926 8,723 5,741 5,783 7,944 11,257 14,999 - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Organic Traffic 2016 vs 2017 2016 Organic Sessions 2017 Organic Sessions
  34. 34. Google Algorithm & Content 15 Changes in 2016-17
  35. 35. SEO Factors 1 4 3 2 5 Brand Searches Content Backlinks Mobile-first user experience Other technical factors
  36. 36. Encourage Employees to Share Make sure it clicks to your site with a tracking URL Provide template to employees with image and copy or have them share the original
  37. 37. PR • Share with influencers and news organizations • Distribution via a custom list, newswire service (PR Newswire/PR Web) or media database (Cision/Meltwater). • Leverage memberships in organizations like Society of American Travel Writers, Midwest Travel Writers Association, etc.
  38. 38. Real-Time Trending Content for more earned sharing
  39. 39. Paid Distribution Channels Native ads Paid search Display & video ads Sponsored posts Email
  40. 40. Native Ads
  41. 41. Testing Images Landscape People Colorful/Interesting
  42. 42. Testing Headlines Family Getaway Ideas in Smithville 10 Things For Families To Do in Smithville
  43. 43. Testing Page Layouts
  44. 44. • Text copy • Images/infographics • Videos embedded • Social sharing icons • Internal/external links • Native headline links • Email collection Title and subtitle Copy. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec lectus quam, imperdiet non sodales vel, venenatis id arcu. Copy. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec lectus quam, imperdiet non sodales vel, venenatis id arcu. The Best Destination Content Layout Variable Elements Native headline linking to another section Email collection in story
  45. 45. Title and subtitle Copy. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec lectus quam, imperdiet non sodales vel, venenatis id arcu. Copy. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec lectus quam, imperdiet non sodales vel, venenatis id arcu. The Best Destination Native headline linking to another section Email collection in story
  46. 46. Title and subtitle Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec lectus quam, imperdiet non sodales vel, venenatis id arcu. Copy. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec lectus quam, imperdiet non sodales vel, venenatis id arcu. The Best Destination Click to see more about Jeep excursions
  47. 47. 64% of people watch videos to make decisions. Only 14% of those are from brands. Source: Google/Ipsos MediaCT, “The 2015 Traveler's Road to Decision,” base: U.S. leisure and business travelers, leisure n=1,230, business n=87, Aug. 2015
  48. 48. Title and subtitle Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec lectus quam, imperdiet non sodales vel, venenatis id arcu. Copy. Lorem ipsum keyword link amet, consectetur adipiscing elit. Donec lectus quam, imperdiet. The Best Destination Click to see more about Jeep excursions
  49. 49. Measurement
  50. 50. At a glance – what to look at • Traffic • Top Pages • Geos • Traffic by Device • Events • Goals
  51. 51. Source/Medium report Adding a secondary dimension Google Analytics - Traffic by Source
  52. 52. Google Analytics – Site Content
  53. 53. Avg Session Duration vs Time on Page
  54. 54. Google Analytics – Geos by Metro
  55. 55. Scroll Click Watch video Share Title and subtitle Copy. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec lectus quam, imperdiet non sodales vel, venenatis id arcu. Copy. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec lectus quam, imperdiet non sodales vel, venenatis id arcu. The Best Destination What do people do on page? Native headline linking to another section Email collection in story
  56. 56. Video Views – YouTube Analytics Website Traffic – Google Analytics
  57. 57. Tactics & Tools
  58. 58. Keyword Research Tool
  59. 59. Google Webmaster Tool Are you using Google Webmaster? Free Organic keywords & avg ranking Links to your site Technical errors
  60. 60. Curate content on your website Key takeaway: Ensure content can be found & is a resource
  61. 61. Google SERP Tagging Title tag can be custom along with meta description
  62. 62. Properly Naming Image Files Lake in Minnesota with great fishing for walleye and great view Header image 1
  63. 63. Free Sharing Tools
  64. 64. Takeaways
  65. 65. Which gets more organic traffic? • Refreshes content 2x per month • Knows how they rank on many keywords • Actively searches for partner links (475 links from other sites) • Promotes fresh content on social channels and in email • Written to best practices Website A Website B • Few pages with content • Updated rarely • Has a bunch of listings some haven’t been updated for a couple years • No fresh content or very rarely posts • Not sure how many sites link to mine
  66. 66. ✓ Be a resource for travelers and their FAQs ✓ Create more content ✓ Have a strategy and a plan… and a calendar ✓ Distribute content in multiple ways ✓ Learn the basics of SEO and measurement ✓ When in doubt, work with a professional company you can trust Key Takeaways
  67. 67. Thank you! Jim Reagan jreagan@mediaonena.com 770.329.2118 Josh Sherwood jsherwood@mediaonena.com 850.445.7899

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