@LaurenLicata

This content is lazy.

Some brands are lucky.

Startups have to get creative.

Base CRM case study ❖
40% Increase in Qualified Leads ❖ 585% Growth in Unique Blog Visitors

How?

Create (a lot of) great
content & make it move.

How much content? ❖ 5
blog posts/week ❖ 2 - 3 ebooks/month ❖ 2 - 3 SlideShare presentations/month ❖ 1 - 2 webinars/month

Tweet this slide! #SMWCMHACKS #SMWCHICAGO
@LaurenLicata

#1. Make sure people can
find it.

SEO is the gift that
keeps on giving. ❖ Focus on evergreen topics. ❖ Make it true to your core product offering.

IRL example

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

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.

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.

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)

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.

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.

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.

Once you have influencers on
your side, you have ignition for your content.

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

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.

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)

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.

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.

SlideShare hacks

Syndication can be powerful.

Find the right syndication
partners

Use Your Coworkers ❖ Yammer,
Chatter, Email ❖ If you work with 50 people, you should have at least 50 social shares.

Experiment with paid channels ❖
Pay to promote your best content. ❖ Research, thought leadership, ebooks. ❖ Suggestion engines: Outbrain, Taboola, Nrelate.

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.

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.

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.

Thank you! ❖ Email: lauren.licata411@gmail.com
❖ Twitter: @LaurenLicata ❖ LinkedIn: www.linkedin.com/in/laurenlicata ❖ Web: http://www.saasycontent.com