Blogging, Web ContentDesignated EditorSpeaking Series                    & Optimizing                    What Do I Get?   ...
suzanne’s experience              Social Media              Strategies professor  6 years                            Page ...
www.designatededitor.com   3
Paid media vs. owned media                   www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor                     ...
www.designatededitor.com   5
Challenges we’ll address How to boost brand awareness & loyalty? How to discover influencers? Which tools & platforms are ...
Google and Bing/Yahoo! serve& protect their best interests           http://www.ukresistance.co.uk/pics4/jade_raymond_and_...
Search engines craveAs any blogger or affiliate marketer will tell you           If no one is using search engines        ...
While                    &           may be all-powerful@Sue_DesigEditor                 www.designatededitor.com   9
They still have to contend with @Sue_DesigEditorhttp://www.buydarthvadercostume.net/wp-content/uploads/2010/08/darth-vader...
… oops I mean      http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg@Sue_DesigEditor                 ...
@Sue_DesigEditor   www.designatededitor.com   12
Links       Keywords            Content                   SEO@Sue_DesigEditor              www.designatededitor.com   13
Quality                      content        Optimizes                                    Interests humans       social gra...
Who is your audience?  Who might be your best advocates?  What are their defining characteristics?  What are they looking ...
Target                   Desired       audience                    info                             Usability@Sue_DesigEdi...
Where does content live?                   Social                   Media                    Blog                   Email ...
4 stages to effectivenessStage 1 Your websiteStage 2 Your blog & emailStage 3 Platforms & tools integrationStage 4 Optimiz...
Stage 1 Your website@Sue_DesigEditor       www.designatededitor.com   19
How to fully maximize your content @Sue_DesigEditor                    www.designatededitor.com   20
WordPress is free & versatile@Sue_DesigEditor                www.designatededitor.com   21
who is your audience?@Sue_DesigEditor        www.designatededitor.com   22
4 steps to content planningStep 1 Your audience & keywordsStep 2 Find & leverage the right toolsStep 3 Integrate social me...
Keywords: Your prospects’ vocabulary @Sue_DesigEditor           www.designatededitor.com   24
Keywords: Google Trends@Sue_DesigEditor          www.designatededitor.com   25
Keywords: Include in Titles and Descriptions  @Sue_DesigEditor                  www.designatededitor.com   26
Editorial                   calendar                   Quality                   content                   tactics        ...
Editorial calendars @Sue_DesigEditor     www.designatededitor.com   28
Stage 2 Blog & emailGoogle & search engines <3 fresh contentActivate keywords & make multimediaOffers a glimpse inside you...
Blogs cited as least expensive                           www.designatededitor.com   30
Multimedia blog @Sue_DesigEditor   www.designatededitor.com   31
email          http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor         ...
Influencer-finder toolswho is your audience?@Sue_DesigEditor          www.designatededitor.com   33
@Sue_DesigEditor   www.designatededitor.com   34
who is your audience?@Sue_DesigEditor        www.designatededitor.com   35
Earnedmediaplacementtool  @Sue_DesigEditor   www.designatededitor.com   36
Other influencer tools@Sue_DesigEditor         www.designatededitor.com   37
Stage 3 Integrate social mediaClaim social profilesDetermine most relevant social channelsMonitor, engage & integrateUnder...
Google                    Alerts                              Twitter     Facebook       Polls       Social     Trends    ...
Tools to drive blogs & content@Sue_DesigEditor                 www.designatededitor.com   40
Integrate appropriate social media channels                                 Bruno Maia, IconTexto                         ...
@Sue_DesigEditor   www.designatededitor.com   42
@Sue_DesigEditor   www.designatededitor.com   43
Show your brand or curate others’  @Sue_DesigEditor         www.designatededitor.com   44
who is your audience?@Sue_DesigEditor        www.designatededitor.com   45
who is your audience?@Sue_DesigEditor        www.designatededitor.com   46
who is your audience?@Sue_DesigEditor        www.designatededitor.com   47
Stage 4 Social media optimization & metricsBe more efficientBe more effectiveOptimize for performanceCalculate your ROI@Su...
Maximize Your ROIStep 1 Business development       Identify your best growth areasStep 2 Keyword research       What vocab...
@Sue_DesigEditor   www.designatededitor.com   50
who is your audience?@Sue_DesigEditor        www.designatededitor.com   51
Stage 4 How are we doing?@Sue_DesigEditor        www.designatededitor.com   52
Facebook InsightsEngagement	  &	  Relevance	                                     www.designatededitor.com   53
Google Analytics: now + social@Sue_DesigEditor          www.designatededitor.com   54
who is your audience?@Sue_DesigEditor        www.designatededitor.com   55
Benefits of web content planning   Boost awareness & loyalty   Longer-lasting vs. paid media   Understand & relate to c...
In-person engagement                       www.designatededitor.com   57
Blogging, Web ContentDesignated Editor   & OptimizingSpeaking Series                    What Do I Get?                    ...
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  • This is more like it, though. A little snapshot of the future , helps to remind yourself why you’re working so hard, right? OK, let’s get back to earth
  • www.emarketer.com/Article.aspx?R=1008948
  • Invest first in what you can control, keep your site and blog as a hub for content that’s expensive to produce and won’t go away on a Facebok policy change
  • Longer-lasting vs. paid media More efficient &amp; effective, Now you’ll know what’s working, Reduced customer service costs, Understand &amp; relate to clients
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem. URI students parents of young children=middle-aged
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Be sure to have a conversion, such as a newsletter signup
  • Editorial calendar should include: Holidays, Conferences Important dates/events that you’d like to get a post out ahead of Embed YouTube, Record your presentations, Review the books you’re reading, Schedule ahead Be sure to appoint an Editor and content quality control, a function DE provides for some clients, along w Editorial Calendar development http://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-middlebergsncr-survey-of-media-in-the-wired-world/ 80% of journalists believe bloggers have become “important opinion shapers.” Society for New Communication Research  
  • Demonstrate thought-leadership, brand personality (example) B2B = P2P -&gt; people want to interact with other humans, blogs &amp; social make it possible, changing the way businesses interact forever
  • Various channels that get leads: 52% of marketing pros said leads via blog had lower cost of acquisition.
  • Search marketing best practices: no duplicate content, enable social sharing with share buttons
  • http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
  • Demonstrate thought-leadership, brand personality (example) B2B = P2P -&gt; people want to interact with other humans, blogs &amp; social make it possible, changing the way businesses interact forever
  • Be sure to have a conversion, such as a newsletter signup
  • Your website and blog Email newsletter Social media Blogger relations &amp; PR In-person interactions Additional outreach platforms Tying it all together
  • Demonstrate thought-leadership, brand personality (example) B2B = P2P -&gt; people want to interact with other humans, blogs &amp; social make it possible, changing the way businesses interact forever
  • Be sure to have a conversion, such as a newsletter signup
  • Challenge: It’s not working the way we’d thought! Takes too much time! People are complaining. Benefit: Cheaper than paid media &amp; longer-lasting. Take time to focus on what works. Respond and treat complaints on social media as any good customer service pro would Solution: Analyze &amp; adjust &amp; respond (to complainers &amp; yourself)
  • What works &amp; Your consumers vs. fans
  • The more content you create, the feedback you get, the more data to crunch and better understand your audience. Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emerges Google Analytics: Map overlay, keywords, where they’re coming from
  • Something about regularly seeing someone, in person, that truly builds a relationship. Social media simply augments this, not necessarily supplants it. Next gathering a week from today at 41 North
  • Blogging, web content & optimizing suzanne mc donald

    1. 1. Blogging, Web ContentDesignated EditorSpeaking Series & Optimizing What Do I Get? Rhode Island Hospitality Association Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
    2. 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
    3. 3. www.designatededitor.com 3
    4. 4. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 4
    5. 5. www.designatededitor.com 5
    6. 6. Challenges we’ll address How to boost brand awareness & loyalty? How to discover influencers? Which tools & platforms are worth using? How to measure and boost ROI? How to integrate across platforms?@Sue_DesigEditor www.designatededitor.com 6
    7. 7. Google and Bing/Yahoo! serve& protect their best interests http://www.ukresistance.co.uk/pics4/jade_raymond_and_team.jpg@Sue_DesigEditor www.designatededitor.com 7
    8. 8. Search engines craveAs any blogger or affiliate marketer will tell you If no one is using search engines If no one clicks, then You won’t generate any income @Sue_DesigEditor www.designatededitor.com 8
    9. 9. While & may be all-powerful@Sue_DesigEditor www.designatededitor.com 9
    10. 10. They still have to contend with @Sue_DesigEditorhttp://www.buydarthvadercostume.net/wp-content/uploads/2010/08/darth-vader-costume-300x300.jpg 10 www.designatededitor.com
    11. 11. … oops I mean http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg@Sue_DesigEditor www.designatededitor.com 11
    12. 12. @Sue_DesigEditor www.designatededitor.com 12
    13. 13. Links Keywords Content SEO@Sue_DesigEditor www.designatededitor.com 13
    14. 14. Quality content Optimizes Interests humans social graph Integrates SEO@Sue_DesigEditor www.designatededitor.com 14
    15. 15. Who is your audience? Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary? www.designatededitor.com 15
    16. 16. Target Desired audience info Usability@Sue_DesigEditor Visitors 16 www.designatededitor.com
    17. 17. Where does content live? Social Media Blog Email Website@Sue_DesigEditor www.designatededitor.com 17
    18. 18. 4 stages to effectivenessStage 1 Your websiteStage 2 Your blog & emailStage 3 Platforms & tools integrationStage 4 Optimizing your platforms & metrics@Sue_DesigEditor www.designatededitor.com 18
    19. 19. Stage 1 Your website@Sue_DesigEditor www.designatededitor.com 19
    20. 20. How to fully maximize your content @Sue_DesigEditor www.designatededitor.com 20
    21. 21. WordPress is free & versatile@Sue_DesigEditor www.designatededitor.com 21
    22. 22. who is your audience?@Sue_DesigEditor www.designatededitor.com 22
    23. 23. 4 steps to content planningStep 1 Your audience & keywordsStep 2 Find & leverage the right toolsStep 3 Integrate social media channelsStep 4 Optimization & metrics@Sue_DesigEditor www.designatededitor.com 23
    24. 24. Keywords: Your prospects’ vocabulary @Sue_DesigEditor www.designatededitor.com 24
    25. 25. Keywords: Google Trends@Sue_DesigEditor www.designatededitor.com 25
    26. 26. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 26
    27. 27. Editorial calendar Quality content tactics Tease News threads package@Sue_DesigEditor www.designatededitor.com 27
    28. 28. Editorial calendars @Sue_DesigEditor www.designatededitor.com 28
    29. 29. Stage 2 Blog & emailGoogle & search engines <3 fresh contentActivate keywords & make multimediaOffers a glimpse inside your brandEnable and moderate commentsLeverage blog posts to feed email@Sue_DesigEditor www.designatededitor.com 29
    30. 30. Blogs cited as least expensive www.designatededitor.com 30
    31. 31. Multimedia blog @Sue_DesigEditor www.designatededitor.com 31
    32. 32. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor www.designatededitor.com 32
    33. 33. Influencer-finder toolswho is your audience?@Sue_DesigEditor www.designatededitor.com 33
    34. 34. @Sue_DesigEditor www.designatededitor.com 34
    35. 35. who is your audience?@Sue_DesigEditor www.designatededitor.com 35
    36. 36. Earnedmediaplacementtool @Sue_DesigEditor www.designatededitor.com 36
    37. 37. Other influencer tools@Sue_DesigEditor www.designatededitor.com 37
    38. 38. Stage 3 Integrate social mediaClaim social profilesDetermine most relevant social channelsMonitor, engage & integrateUnderstand sentiment analysisWeave your content across platforms@Sue_DesigEditor www.designatededitor.com 38
    39. 39. Google Alerts Twitter Facebook Polls Social Trends LinkedIn Answers@Sue_DesigEditor www.designatededitor.com 39
    40. 40. Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 40
    41. 41. Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 41
    42. 42. @Sue_DesigEditor www.designatededitor.com 42
    43. 43. @Sue_DesigEditor www.designatededitor.com 43
    44. 44. Show your brand or curate others’ @Sue_DesigEditor www.designatededitor.com 44
    45. 45. who is your audience?@Sue_DesigEditor www.designatededitor.com 45
    46. 46. who is your audience?@Sue_DesigEditor www.designatededitor.com 46
    47. 47. who is your audience?@Sue_DesigEditor www.designatededitor.com 47
    48. 48. Stage 4 Social media optimization & metricsBe more efficientBe more effectiveOptimize for performanceCalculate your ROI@Sue_DesigEditor www.designatededitor.com 48
    49. 49. Maximize Your ROIStep 1 Business development Identify your best growth areasStep 2 Keyword research What vocabulary are people using?Step 3 Build topics Discuss topics that best serve your growth markets & use keywords@Sue_DesigEditor www.designatededitor.com 49
    50. 50. @Sue_DesigEditor www.designatededitor.com 50
    51. 51. who is your audience?@Sue_DesigEditor www.designatededitor.com 51
    52. 52. Stage 4 How are we doing?@Sue_DesigEditor www.designatededitor.com 52
    53. 53. Facebook InsightsEngagement  &  Relevance   www.designatededitor.com 53
    54. 54. Google Analytics: now + social@Sue_DesigEditor www.designatededitor.com 54
    55. 55. who is your audience?@Sue_DesigEditor www.designatededitor.com 55
    56. 56. Benefits of web content planning   Boost awareness & loyalty   Longer-lasting vs. paid media   Understand & relate to customers   Now you’ll know what’s working   Reduced customer service costs   Efficient & effectively find influencers@Sue_DesigEditor www.designatededitor.com 56
    57. 57. In-person engagement www.designatededitor.com 57
    58. 58. Blogging, Web ContentDesignated Editor & OptimizingSpeaking Series What Do I Get? Rhode Island Hospitality Association Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor

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