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Social Media Hacks To Fuel Your Content Marketing

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From locally-owned businesses, to multinational brands, companies of all sizes are investing in content marketing to acquire new customers and increase business from existing ones. Creating content is only half the battle though. Getting the right audience to see it – and take action – is the harder part.

This session will explore free and cost-effective content distribution hacks employed by startups to get more web traffic, social media shares and customers.

* I gave this presentation at Social Media Week, Chicago - 2014.

Published in: Marketing

Social Media Hacks To Fuel Your Content Marketing

  1. @LaurenLicata
  2. This content is lazy.
  3. Some brands are lucky.
  4. Startups have to get creative.
  5. Base CRM case study ❖ 40% Increase in Qualified Leads ❖ 585% Growth in Unique Blog Visitors
  6. How?
  7. Create (a lot of) great content & make it move.
  8. How much content? ❖ 5 blog posts/week ❖ 2 - 3 ebooks/month ❖ 2 - 3 SlideShare presentations/month ❖ 1 - 2 webinars/month
  9. Tweet this slide! #SMWCMHACKS #SMWCHICAGO @LaurenLicata
  10. #1. Make sure people can find it.
  11. SEO is the gift that keeps on giving. ❖ Focus on evergreen topics. ❖ Make it true to your core product offering.
  12. IRL example
  13. Keyword/Topic Selection ❖ Keyword research should influence content topics. ❖ Google keyword planner ❖ http://keywordtool.io/ ❖ Think about what people might search for at: ❖ Top of the funnel ❖ Middle of the funnel ❖ Bottom of the funnel
  14. Blog post template for SEO ❖ Use key phrase in blog post title. ❖ Use key phrase 4-6 times in body. ❖ Write at least 800 words. ❖ Include key phrase in page title & meta description.
  15. Influencer experiment ❖ 85% consumers seek out recommendations from Influencers. ❖ Hypothesis: If we build relationships with key influencers in our space, we can amplify the reach of our content.
  16. Choose the right influencers ❖ Number of followers ❖ Following: Follower Ratio ❖ Content Quality/Frequency ❖ Engagement on Twitter ❖ Manually validate what tools are saying ❖ Traacker, Buzzsumo, Keyhole (all have free trials)
  17. Create goals around influencer marketing ❖ Secure partnerships with 5-10 influencers. ❖ Pick up the phone. ❖ Get to know them. ❖ Ask for what you want. ❖ Negotiate.
  18. Figure out new ways to engage ❖ Interview them for a piece to feature on your blog. ❖ Create a “Best of List” - “Top 50 Sales Bloggers” ❖ Get quote for an article you’re working on.
  19. Engage on a regular basis ❖ Weekly Influencer Email: Hi <Name>, Here are the top posts this week, here are pre-crafted Tweets for you to use. Make it super easy for them. ❖ Mention them on Twitter when you share their content. ❖ Invite them to a group on Triberr. ❖ RT their content. ❖ Comment on their blog posts. ❖ Don’t forget IRL. Have coffee. Meet them at conferences. Pick up the phone.
  20. Once you have influencers on your side, you have ignition for your content.
  21. Twitter hacks ❖ Find the best time to post ❖ SocialBro - free trial ❖ Twitter recirculation ❖ 4x ❖ Tweet a quote, new title, etc. ❖ Build targeted lists ❖ Followerwonk ❖ Buzz Sumo
  22. LinkedIn hacks ❖ Share posts to 3-5 relevant LinkedIn Groups ❖ Use group statistics for better targeting & marketing. ❖ Experiment with LinkedIn publishing ❖ Alerts your connections every time you post. ❖ Can link in article back to your site. ❖ Can get picked up by Pulse.
  23. Facebook hacks ❖ Optimize for organic reach. ❖ Organic reach has gone down since October 2013. ❖ Optimize for text length. ❖ 100 - 125 characters get 60% more likes, comments, shares. ❖ Include an image with links. ❖ Links with larger images receive at least 69% more link clicks. ❖ Facebook recommends size of 1200×627 (appears as 400×209 in the news feed)
  24. Google + hacks ❖ Share posts to 3-5 Google+ groups. ❖ Have a great headline. ❖ The headline is what typically displays in Google results. ❖ Post on Fridays between 11 - 2. ❖ Images receive 94% more +1’s. ❖ Use hashtags. ❖ Google+ will choose them for you based on what’s trending, or you can customize.
  25. SlideShare hacks ❖ Have an amazing title & cover. ❖ Use Canva. ❖ Optimize your title & description with keywords. ❖ Use wide-format slides over long. ❖ Once posted - promote within 1 hour to drive views up. ❖ Better chance of making it to front page. ❖ Include “Click to Tweet” on Slide 4.
  26. SlideShare hacks
  27. Syndication can be powerful.
  28. Find the right syndication partners
  29. Use Your Coworkers ❖ Yammer, Chatter, Email ❖ If you work with 50 people, you should have at least 50 social shares.
  30. Experiment with paid channels ❖ Pay to promote your best content. ❖ Research, thought leadership, ebooks. ❖ Suggestion engines: Outbrain, Taboola, Nrelate.
  31. Experiment with paid social ❖ Facebook ❖ Sponsor newsfeed content. ❖ Start with $100. Scale up from there. ❖ Twitter ❖ Piggyback off hashtags or conferences. ❖ LinkedIn ❖ Target specific companies/people. ❖ Use for branding. ❖ StumbleUpon for paid discovery.
  32. 1.Make sure people can find it. 2.Repurpose for different channels. 3.Befriend social whales. 4.Use social media to your advantage. 5.Syndicate. 6.Spend a little dough.
  33. 1.Set up conversion funnels in Google Analytics. 2.Know what channels your traffic is coming from and optimize for that channel. 3.Don’t be afraid to experiment with different channels & mediums.
  34. Thank you! ❖ Email: lauren.licata411@gmail.com ❖ Twitter: @LaurenLicata ❖ LinkedIn: www.linkedin.com/in/laurenlicata ❖ Web: http://www.saasycontent.com

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