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The Art & Science of Creating
and Delivering Quality Content
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?
Uniquely
Qualified
Excellent
Qualified
Overload –
not qualified
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
Content
Strategy
Create
Content
Promote
Content
Measure
Content
Adjust based
on Analytics
Continuous
Feedback
Loop
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
Art of Content Creation
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
Susan Barnes - A Little About Me
• Current and recent content development clients:
What is content?
Written
words like
blogs, posts,
articles, etc.
Videos &
podcasts
Images &
infographics
Social
posts
The original:
visitor guides
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
Content Strategy
Determine frequency of content
Define messages to convey
Define why those messages are important
Content Strategy
Define
audiences
Determine
voices to
appeal to each
audience
Content Strategy
Determine where audiences are
Content Creation
Develop an editorial calendar
Develop a style guide
Determine who will create content
Repurpose content
Additional Content
Content Topics
Itinerary or
niche things
to do
Experiential
FAQs
What are people
asking about?
Reviews
Real-time
trends
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
Style Guide Overview
Holistic set of standards that define your
company’s branding.
GrammarTone
Logo Usage ColorsVisuals
Word Usage
Point of
View
Style Guide
Put all of your stylistic
nuances in one document
Distribute to everyone
who will work on
messaging on your
behalf
Create
Freelance Writers,
Bloggers
Photographers/
Videographers
Content Marketing
Professionals
Sample Message Architecture
Sharing is caring
Shared 14 times in one month
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
Science of Content
Distribution & Measurement
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
What We’ll Cover
Distribution
Working on
SEO
Measurement
Tactics &
Tools
Page Layout
& Testing
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.
Competition or Complimentary
Content?
“…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
Content Ecosphere
3rd Party
Earned
Content
Email
Paid
AdsOwned
Content
Social media
Organic traffic
from search
engines
Revenue
Content pairs well with…
Free’ish traffic
• SEO
• Employees
share
• Press/PR
• Earned sharing
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
Google Algorithm & Content
15 Changes
in 2016-17
SEO Factors
1
4
3
2
5
Brand Searches
Content
Backlinks
Mobile-first user
experience
Other technical
factors
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
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.
Real-Time
Trending
Content for
more
earned
sharing
Paid Distribution Channels
Native ads
Paid search
Display & video ads
Sponsored posts
Email
Native Ads
Testing Images
Landscape
People
Colorful/Interesting
Testing Headlines
Family Getaway Ideas
in Smithville
10 Things For Families
To Do in Smithville
Testing Page
Layouts
• 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
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
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
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
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
Measurement
At a glance – what to look at
• Traffic
• Top Pages
• Geos
• Traffic by Device
• Events
• Goals
Source/Medium report
Adding a secondary
dimension
Google Analytics - Traffic by Source
Google Analytics – Site Content
Avg Session Duration vs Time on Page
Google Analytics – Geos by Metro
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
Video Views –
YouTube
Analytics
Website Traffic –
Google Analytics
Tactics &
Tools
Keyword Research Tool
Google Webmaster Tool
Are you using Google Webmaster?
Free Organic
keywords &
avg ranking
Links to
your site Technical
errors
Curate content on your website
Key takeaway:
Ensure content
can be found &
is a resource
Google SERP Tagging
Title tag can be custom
along with meta
description
Properly Naming Image Files
Lake in Minnesota with great
fishing for walleye and great view
Header image 1
Free Sharing Tools
Takeaways
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
✓ 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
Thank you!
Jim Reagan
jreagan@mediaonena.com
770.329.2118
Josh Sherwood
jsherwood@mediaonena.com
850.445.7899

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MACVB Education Summit - Media One

  • 1. The Art & Science of Creating and Delivering Quality Content
  • 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?
  • 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
  • 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. Art of Content Creation
  • 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. Susan Barnes - A Little About Me • Current and recent content development clients:
  • 10. What is content? Written words like blogs, posts, articles, etc. Videos & podcasts Images & infographics Social posts The original: visitor guides
  • 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. Content Strategy Determine frequency of content Define messages to convey Define why those messages are important
  • 15. Content Creation Develop an editorial calendar Develop a style guide Determine who will create content Repurpose content Additional Content
  • 16. Content Topics Itinerary or niche things to do Experiential FAQs What are people asking about? Reviews Real-time trends
  • 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. Style Guide Overview Holistic set of standards that define your company’s branding. GrammarTone Logo Usage ColorsVisuals Word Usage Point of View
  • 19. Style Guide Put all of your stylistic nuances in one document Distribute to everyone who will work on messaging on your behalf
  • 22. Sharing is caring Shared 14 times in one month
  • 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
  • 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. What We’ll Cover Distribution Working on SEO Measurement Tactics & Tools Page Layout & Testing
  • 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.
  • 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. Content Ecosphere 3rd Party Earned Content Email Paid AdsOwned Content Social media Organic traffic from search engines Revenue
  • 32. Free’ish traffic • SEO • Employees share • Press/PR • Earned sharing
  • 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. Google Algorithm & Content 15 Changes in 2016-17
  • 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. 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.
  • 39. Paid Distribution Channels Native ads Paid search Display & video ads Sponsored posts Email
  • 42. Testing Headlines Family Getaway Ideas in Smithville 10 Things For Families To Do in Smithville
  • 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. 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. 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. 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. 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
  • 50. At a glance – what to look at • Traffic • Top Pages • Geos • Traffic by Device • Events • Goals
  • 51. Source/Medium report Adding a secondary dimension Google Analytics - Traffic by Source
  • 52. Google Analytics – Site Content
  • 53. Avg Session Duration vs Time on Page
  • 54. Google Analytics – Geos by Metro
  • 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. Video Views – YouTube Analytics Website Traffic – Google Analytics
  • 59. Google Webmaster Tool Are you using Google Webmaster? Free Organic keywords & avg ranking Links to your site Technical errors
  • 60. Curate content on your website Key takeaway: Ensure content can be found & is a resource
  • 61. Google SERP Tagging Title tag can be custom along with meta description
  • 62. Properly Naming Image Files Lake in Minnesota with great fishing for walleye and great view Header image 1
  • 65.
  • 66. 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
  • 67. ✓ 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
  • 68. Thank you! Jim Reagan jreagan@mediaonena.com 770.329.2118 Josh Sherwood jsherwood@mediaonena.com 850.445.7899