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Create a content marketing 
machine to drive the right sort 
of targeted traffic to your 
website 
Michael Shilling 
@memo...
The bit about me 
I Shoot Babies 
[mostly] 
Keen Blogger 
Studio in South 
Wimbledon in a 
Soft-Play Centre 
@memorygate #...
What are we after? 
The 1% 
@memorygate #DIGSHOW2014
Key Elements 
Strangers 
Visitors 
Customers 
Promoters 
Attract 
Convert 
Close 
Delight 
@memorygate #DIGSHOW2014
How do we reach the 
1%? 
Blogging - 55% more web traffic and 70% more leadsGreat content - 
fantastic and inspiring image...
Social media marketing trends in 2014 
#1. Pay to play 
@memorygate 
#DIGSHOW2014
Social media marketing trends in 2014 
#2. Planning becomes a 
@memorygate 
necessary evil 
#DIGSHOW2014
Emerging social media marketing 
trends in 2014 
#3. Brands out-published 
traditional publishers 
@memorygate 
#DIGSHOW20...
Social media marketing trends in 2014 
#4. Visual social takes 
@memorygate 
centre stage 
#DIGSHOW2014
Social media marketing trends in 2014 
#5. Social mobile is now 
@memorygate 
mandatory 
#DIGSHOW2014
Social media marketing trends in 2014 
#6. Social media 
automation is no 
longer a dirty word 
@memorygate 
#DIGSHOW2014
Social media marketing trends in 2014 
#7. Wearable social 
takes big baby steps 
@memorygate 
#DIGSHOW2014
Social media marketing trends in 2014 
#8. Google+ starts 
moving content 
and then Google begun to dump it 
@memorygate 
...
Social media marketing trends in 2014 
#9. The increasing 
authority of online 
@memorygate 
influencers 
#DIGSHOW2014
Social media marketing trends in 2014 
#10. Brands start ignoring 
mass media in larger 
@memorygate 
numbers 
[and Google...
Inbound Marketing Audit 
Create a 'state of the union' 
@memorygate 
report 
& 
Create a monthly report 
#DIGSHOW2014
Inbound Marketing Audit Example 
@memorygate #DIGSHOW2014
Google Analytics 
@memorygate #DIGSHOW2014
SumAll 
@memorygate #DIGSHOW2014
SumAll 
@memorygate #DIGSHOW2014
HootSuite 
@memorygate #DIGSHOW2014
http://simplymeasured.com/free-social-media-@memorygate #DIGSHOW2014
Twitter Follower Report 
@memorygate 
#DIGSHOW2014
Twitter Follower Report 
@memorygate 
#DIGSHOW2014
Twitter Follower Report 
@memorygate 
#DIGSHOW2014
Facebook 
@memorygate #DIGSHOW2014
Facebook 
@memorygate #DIGSHOW2014
Facebook 
HOrganic reach - HPaid reach - NOrganic reach of page posts of your posts - AMPaid impressions of your posts - A...
Facebook Fan Report 
@memorygate 
#DIGSHOW2014
Facebook Fan Report 
@memorygate 
#DIGSHOW2014
Facebook Fan Report 
@memorygate 
#DIGSHOW2014
Other Reports 
@memorygate 
#DIGSHOW2014
FollowerWonk 
@memorygate 
#DIGSHOW2014
FollowerWonk & Buffer 
@memorygate 
#DIGSHOW2014
Setting Targets 
Based on previous performance which metics would you 
like to increase and by how much?What would you hav...
Social Media Metrics 
@memorygate 
#DIGSHOW2014
Creating content
Creating content 
Making artMy definition of art contains three elements:Art 
is made by a human being.Art is created to h...
Do you remember the old 
American dream? 
Keep your head down 
Follow instructions 
Show up on time 
Work hard 
Suck it up...
The new American 
Dream 
Be remarkable 
Be generous 
Create art 
Make judgment calls 
Connect people and ideas 
@memorygat...
Creating Content 
We are creating a product for someone, a unique and 
bespoke product that no one else can or will own. 
...
Creating Content 
Does THAT excite you? 
Is it the reason you want to quit your day 
job? 
Write down three things you are...
My Three Things 
Family 
Great ideas 
The need to create 
something 
important 
@memorygate #DIGSHOW2014
Here’s what I do 
Family Portrait Photographer 
Studio 
Location Portraits 
@memorygate #DIGSHOW2014
2 more lists 
Describe your personalty in three words or phrases 
Make a list of three things that you photograph that 
re...
Wedding Photographer 
Example 
Capturing the 
emotional connection 
between two people 
The tiny details of the 
day 
Cand...
My Answers 
Intimate family 
portraiture 
Quirky and humorous 
portraits 
Babies and 1st time 
parents 
An Artist 
Romanti...
Matching your work and personality 
Do your interests and 
personality and work match?Is 
there a gap between your 
person...
Bert Stephani 
X-Photographer's talk 
showThe gap between 
personal and 
professional work 
@memorygate 
#DIGSHOW2014
Bert Stephani 
He sold a lifestyle - this is true 
marketingYour blog and your website and 
YOU are selling a lifestyle so...
Create a profile for yourself 
Family Portrait photographer - studio 
and locationFamilyGreat IdeasThe need 
and desire 
t...
One thing about tone...... 
Tell me you love me 
@memorygate 
#DIGSHOW2014
Who are you writing for? 
Who are you clients and what do they like?What 
do they believe?Who do they trust?What are they ...
@memorygate #DIGSHOW2014
She's looking for an engagement ringShe's 
pregnantNatural livingCloth 
NappiesSewingGluten free RecipesCrafts 
@memorygat...
playroomsArt for kidsBuying guidesKids crafts Outdoor Science fafomri lkyi dspsaSceensrsaoinryy day activitiesLiteracy and...
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
@memorygate #DIGSHOW2014
Wedding InspirationBridal fashion WeekHairstylesmake 
upUnique 
Ideas BouquetsDIYDressBridesmaidsGroomsRed 
WeddingsBlue W...
Persona Interests Family / 
parenting 
kids roomsMurals Decals and Wall treatments Painted and paper ceilings in kids room...
Persona Interests newborn 
photography / baby 
AnnouncementsBath timeAwwwMummy fitnessBirthday PartiesMummy ChicStylish Pr...
Why are you creating your content? 
• To attract new customersTo raise awareness about your company and create buzzTo shar...
Types of content you could create 
Start a series of related postsInvite 
questions from readers - do this on 
social medi...
Types of content you 
could create 
ContentTestimonials and case studies Questions - as titles Photography questions in bl...
Types of content you 
could create 
ReviewsNewsjackingInterviewsRants PredictionsWhat ifs 
Event informationInfographicsMe...
Brainstorming 
Topic Ideas 
Subject 
Type of content 
@memorygate 
#DIGSHOW2014
Brainstorming 
@memorygate 
Weekly 
Monthly 
Seasonal 
#DIGSHOW2014
Fundamentals list 
Buyer persona Keyword research Expended keyword research 
to include interestsEvents throughout the yea...
Tools
WordPress 
recommended plugins 
recommended plugins 
Wordpress SEO by Yoast - SEO & sitemaps 
Vaultpress backup plugin 
W3...
Creating drafts in Evernote 
@memorygate #DIGSHOW2014
HootSuite 
@memorygate #DIGSHOW2014
Blog publishing schedule 
@memorygate #DIGSHOW2014
Social Media Publishing 
Schedule 
@memorygate #DIGSHOW2014
Social Media Publishing 
HootSuite Schedule Template 
@memorygate #DIGSHOW2014
Creating a Campaign 
@memorygate #DIGSHOW2014
Creating a Campaign 
Directions for campaign 
Create client Persona 
Create Offer 
Do Keyword Research 
Create Resource te...
Creating a Campaign 
Persona 
Persona 
@memorygate #DIGSHOW2014
Creating a Campaign 
The Offer 
The Offer 
@memorygate #DIGSHOW2014
Creating a Campaign 
Keyword research 
Keyword research 
@memorygate #DIGSHOW2014
Creating a Campaign 
resource text and Images 
resource text and Images 
@memorygate #DIGSHOW2014
Creating a Campaign 
Landing Page 
Landing Page 
@memorygate #DIGSHOW2014
Creating a Campaign 
Follow up workflow 
Follow up workflow 
@memorygate #DIGSHOW2014
Creating a Campaign 
Sharing 
Sharing 
@memorygate #DIGSHOW2014
Creating a Campaign 
Email 
Email 
@memorygate #DIGSHOW2014
Creating a Campaign 
Facebook App 
Facebook App 
@memorygate #DIGSHOW2014
Creating a Campaign 
Facebook Ad 
Facebook Ad 
@memorygate #DIGSHOW2014
Social Media Tasks 
Pinterest 
Weekly Create different themed board with minimum of 10 pinsPin blogposts to 
relevant boar...
Social Media Promotion
Social Media Tasks 
Twitter 
DailyCheck mentions and replyDo a daily RT WeeklyTweet blog posts from Hootsuite and follow 
...
Social Media Tasks 
Facebook 
DailyMin 3 posts a dayMorning - share from feedLunchtime - Memory Gate blog post - old or ar...
Social Media Tasks 
Google+ 
Daily Check mentionsWeekly Share feeds from BufferShare blog posts from Hootsuite Post a gall...
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Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 1 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 2 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 3 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 4 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 5 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 6 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 7 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 8 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 9 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 10 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 11 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 12 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 13 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 14 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 15 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 16 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 17 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 18 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 19 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 20 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 21 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 22 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 23 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 24 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 25 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 26 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 27 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 28 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 29 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 30 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 31 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 32 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 33 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 34 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 35 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 36 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 37 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 38 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 39 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 40 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 41 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 42 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 43 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 44 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 45 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 46 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 47 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 48 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 49 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 50 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 51 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 52 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 53 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 54 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 55 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 56 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 57 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 58 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 59 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 60 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 61 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 62 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 63 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 64 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 65 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 66 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 67 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 68 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 69 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 70 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 71 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 72 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 73 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 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Talk The Digital Imaging Show Birmingham 2014 Slide 87 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 88 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 89 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 90 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 91 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 92 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 93 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 94 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 95 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 96 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 97 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 98 Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014 Slide 99
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Slides from photographer Michael Shilling's Blogging and content marketing masterclass at The Digital Imaging Show Birmingham 2014

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Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014

  1. 1. Create a content marketing machine to drive the right sort of targeted traffic to your website Michael Shilling @memorygate #DIGSHOW2014
  2. 2. The bit about me I Shoot Babies [mostly] Keen Blogger Studio in South Wimbledon in a Soft-Play Centre @memorygate #DIGSHOW2014
  3. 3. What are we after? The 1% @memorygate #DIGSHOW2014
  4. 4. Key Elements Strangers Visitors Customers Promoters Attract Convert Close Delight @memorygate #DIGSHOW2014
  5. 5. How do we reach the 1%? Blogging - 55% more web traffic and 70% more leadsGreat content - fantastic and inspiring imagery - helpful articlesEmail Marketing - still a powerful tool for turning leads into clientsFacebook - can help build email lists, book sessions, creates advocates of your brand etc etcLanding Pages - helps you test the success of a campaign - one per campaign Google - Google+ - Authorship - Analytics - Webmaster Tools Pinterest - amazing visual tool TwitterInstagram You Tube Blogging - 55% more web traffic and 70% more leadsGreat content - fantastic and inspiring imagery - helpful articlesEmail Marketing - still a powerful tool for turning leads into clientsFacebook - can help build email lists, book sessions, creates advocates of your brand etc etcLanding Pages - helps you test the success of a campaign - one per campaign Google - Google+ - Authorship - Analytics - Webmaster Tools Pinterest - amazing visual tool TwitterInstagram You Tube @memorygate #DIGSHOW2014
  6. 6. Social media marketing trends in 2014 #1. Pay to play @memorygate #DIGSHOW2014
  7. 7. Social media marketing trends in 2014 #2. Planning becomes a @memorygate necessary evil #DIGSHOW2014
  8. 8. Emerging social media marketing trends in 2014 #3. Brands out-published traditional publishers @memorygate #DIGSHOW2014
  9. 9. Social media marketing trends in 2014 #4. Visual social takes @memorygate centre stage #DIGSHOW2014
  10. 10. Social media marketing trends in 2014 #5. Social mobile is now @memorygate mandatory #DIGSHOW2014
  11. 11. Social media marketing trends in 2014 #6. Social media automation is no longer a dirty word @memorygate #DIGSHOW2014
  12. 12. Social media marketing trends in 2014 #7. Wearable social takes big baby steps @memorygate #DIGSHOW2014
  13. 13. Social media marketing trends in 2014 #8. Google+ starts moving content and then Google begun to dump it @memorygate #DIGSHOW2014
  14. 14. Social media marketing trends in 2014 #9. The increasing authority of online @memorygate influencers #DIGSHOW2014
  15. 15. Social media marketing trends in 2014 #10. Brands start ignoring mass media in larger @memorygate numbers [and Google starts giving brands lots of love] #DIGSHOW2014
  16. 16. Inbound Marketing Audit Create a 'state of the union' @memorygate report & Create a monthly report #DIGSHOW2014
  17. 17. Inbound Marketing Audit Example @memorygate #DIGSHOW2014
  18. 18. Google Analytics @memorygate #DIGSHOW2014
  19. 19. SumAll @memorygate #DIGSHOW2014
  20. 20. SumAll @memorygate #DIGSHOW2014
  21. 21. HootSuite @memorygate #DIGSHOW2014
  22. 22. http://simplymeasured.com/free-social-media-@memorygate #DIGSHOW2014
  23. 23. Twitter Follower Report @memorygate #DIGSHOW2014
  24. 24. Twitter Follower Report @memorygate #DIGSHOW2014
  25. 25. Twitter Follower Report @memorygate #DIGSHOW2014
  26. 26. Facebook @memorygate #DIGSHOW2014
  27. 27. Facebook @memorygate #DIGSHOW2014
  28. 28. Facebook HOrganic reach - HPaid reach - NOrganic reach of page posts of your posts - AMPaid impressions of your posts - AS @memorygate count of fans online - BT #DIGSHOW2014
  29. 29. Facebook Fan Report @memorygate #DIGSHOW2014
  30. 30. Facebook Fan Report @memorygate #DIGSHOW2014
  31. 31. Facebook Fan Report @memorygate #DIGSHOW2014
  32. 32. Other Reports @memorygate #DIGSHOW2014
  33. 33. FollowerWonk @memorygate #DIGSHOW2014
  34. 34. FollowerWonk & Buffer @memorygate #DIGSHOW2014
  35. 35. Setting Targets Based on previous performance which metics would you like to increase and by how much?What would you have to do? - create more image based posts - post more videos etc etcWhat worked? How easy is it to repeat? @memorygate #DIGSHOW2014
  36. 36. Social Media Metrics @memorygate #DIGSHOW2014
  37. 37. Creating content
  38. 38. Creating content Making artMy definition of art contains three elements:Art is made by a human being.Art is created to have an impact, to change someone else.Art is a gift. You can sell the souvenir, the canvas, the recording... but the idea itself is free, and the generosity is a critical part of making art.By my definition, most art has nothing to do with oil paint or marble. Art is what we're doing when we do our best work. @memorygate Seth Godin #DIGSHOW2014
  39. 39. Do you remember the old American dream? Keep your head down Follow instructions Show up on time Work hard Suck it up @memorygate …you will be rewarded #DIGSHOW2014
  40. 40. The new American Dream Be remarkable Be generous Create art Make judgment calls Connect people and ideas @memorygate …and we have no choice but to reward you Seth Godin Linchpin 2010 #DIGSHOW2014
  41. 41. Creating Content We are creating a product for someone, a unique and bespoke product that no one else can or will own. Do many people buy truly bespoke products anymore? Are you in danger of becoming an off-the-shelf photographer? @memorygate #DIGSHOW2014
  42. 42. Creating Content Does THAT excite you? Is it the reason you want to quit your day job? Write down three things you are passionate about.......don't write photography @memorygate #DIGSHOW2014
  43. 43. My Three Things Family Great ideas The need to create something important @memorygate #DIGSHOW2014
  44. 44. Here’s what I do Family Portrait Photographer Studio Location Portraits @memorygate #DIGSHOW2014
  45. 45. 2 more lists Describe your personalty in three words or phrases Make a list of three things that you photograph that really interest you - the best bits of the job! @memorygate #DIGSHOW2014
  46. 46. Wedding Photographer Example Capturing the emotional connection between two people The tiny details of the day Candid moments Heart of sleeve typeThorough and detail drivenAn observer @memorygate #DIGSHOW2014
  47. 47. My Answers Intimate family portraiture Quirky and humorous portraits Babies and 1st time parents An Artist RomanticThink I’m funny @memorygate #DIGSHOW2014
  48. 48. Matching your work and personality Do your interests and personality and work match?Is there a gap between your personal life and your professional work? Do your interests and personality and work match?Is there a gap between your personal life and your professional work? @memorygate #DIGSHOW2014
  49. 49. Bert Stephani X-Photographer's talk showThe gap between personal and professional work @memorygate #DIGSHOW2014
  50. 50. Bert Stephani He sold a lifestyle - this is true marketingYour blog and your website and YOU are selling a lifestyle so you have to believe it to sell it Once you do you will find your own Bert Stephani to promote and sell your business @memorygate #DIGSHOW2014
  51. 51. Create a profile for yourself Family Portrait photographer - studio and locationFamilyGreat IdeasThe need and desire to create something important @memorygate Quirky and humorous portraits Intimate family portraitureBaby and 1st time parents #DIGSHOW2014
  52. 52. One thing about tone...... Tell me you love me @memorygate #DIGSHOW2014
  53. 53. Who are you writing for? Who are you clients and what do they like?What do they believe?Who do they trust?What are they afraid of and who do they love?What are they seeking?Who are their friends?What do they talk about? @memorygate #DIGSHOW2014
  54. 54. @memorygate #DIGSHOW2014
  55. 55. She's looking for an engagement ringShe's pregnantNatural livingCloth NappiesSewingGluten free RecipesCrafts @memorygate #DIGSHOW2014
  56. 56. playroomsArt for kidsBuying guidesKids crafts Outdoor Science fafomri lkyi dspsaSceensrsaoinryy day activitiesLiteracy and Food and recipesCreative kids partiesUnique kids spacesCreative cakesChildren's booksNurseries and kids roomsMurals Decals and Wall treatments Painted and paper ceilings in kids roomsFamily finds and products @memorygate Maths Traveling with kids places to take your kidsMother's and Father's day giftsPositive Parenting back to schoolOrganisation ideas teaching Languages #DIGSHOW2014
  57. 57. @memorygate #DIGSHOW2014
  58. 58. @memorygate #DIGSHOW2014
  59. 59. @memorygate #DIGSHOW2014
  60. 60. @memorygate #DIGSHOW2014
  61. 61. @memorygate #DIGSHOW2014
  62. 62. @memorygate #DIGSHOW2014
  63. 63. @memorygate #DIGSHOW2014
  64. 64. @memorygate #DIGSHOW2014
  65. 65. @memorygate #DIGSHOW2014
  66. 66. Wedding InspirationBridal fashion WeekHairstylesmake upUnique Ideas BouquetsDIYDressBridesmaidsGroomsRed WeddingsBlue WeddingsGreen WeddingsWedding DecorEngagement ShootVintage WeddingsBoho WeddingsTravel Themed WeddingsInspiration foodFairytale Weddings Autumn WeddingsWedding Chair decorWedding favours Sweet bar / buffet Fun photography ideas Cake toppersEco-friendly weddingsBrown paper weddings1940s Boards Veils and Headwear Wedding CakesCocktailsTables number and name cardsWedding StationaryJewelleryShoes #DIGSHOW2014 @memorygate Ceremony Ideaschildren at WeddingsWedding FilmsStag and Hen partiesPets at Weddings BoudoirRustic WeddingsDestination WeddingsColour PalettesGlitterReal BridesWedding Planning beauty articlesHoneymoon StyleSave the dateModern WeddingsWedding momentsWedding DiversityRetro Vintage ChicBlack and White PhotographyNeutralsCelebrity WeddingsNautical WeddingsWinter WeddingsInfographics City WeddingsWedding lighting Wedding transportNail PolishWedding giftsWedding Tablescapes
  67. 67. Persona Interests Family / parenting kids roomsMurals Decals and Wall treatments Painted and paper ceilings in kids roomsFamily finds and productsback funScience for kidsSensory activitiesLiteracy and Maths Travelling with kids places to take your kidsMother's #DIGSHOW2014 @memorygate
  68. 68. Persona Interests newborn photography / baby AnnouncementsBath timeAwwwMummy fitnessBirthday PartiesMummy ChicStylish PregnancyBaby AnimalsCelebrity projectsGetting ready for babyMust have baby products and gearGender reveal ideas and cakes getting organisedCraftsHeal #DIGSHOW2014 @memorygate
  69. 69. Why are you creating your content? • To attract new customersTo raise awareness about your company and create buzzTo share more information about your company to help people find youTo foster relationships give them a reason to tell others about youWhat do they talk about? To attract new customersTo raise awareness about your company and create buzzTo share more information about your company to help people find youTo foster relationships give them a reason to tell others about youWhat do they talk about? @memorygate #DIGSHOW2014
  70. 70. Types of content you could create Start a series of related postsInvite questions from readers - do this on social media tooRevisit Old postsListsHow to'sPersonal / OpinionseBooksVideoAnimated GIFsComics / CartoonsEmbedded @memorygate tweets or Facebook posts #DIGSHOW2014
  71. 71. Types of content you could create ContentTestimonials and case studies Questions - as titles Photography questions in blog posts @memorygate #DIGSHOW2014
  72. 72. Types of content you could create ReviewsNewsjackingInterviewsRants PredictionsWhat ifs Event informationInfographicsMemes @memorygate #DIGSHOW2014
  73. 73. Brainstorming Topic Ideas Subject Type of content @memorygate #DIGSHOW2014
  74. 74. Brainstorming @memorygate Weekly Monthly Seasonal #DIGSHOW2014
  75. 75. Fundamentals list Buyer persona Keyword research Expended keyword research to include interestsEvents throughout the year - trends and hot spotsContent ideas - brainstorming Where to publish Creating an inbound marketing audit Creating a Schedule Set targets based on your audit Decide what you are going to measure Create - publish - promote - watch - replicate and @memorygate repeat Buyer persona Keyword research Expended keyword research to include interestsEvents throughout the year - trends and hot spotsContent ideas - brainstorming Where to publish Creating an inbound marketing audit Creating a Schedule Set targets based on your audit Decide what you are going to measure Create - publish - promote - watch - replicate and repeat #DIGSHOW2014
  76. 76. Tools
  77. 77. WordPress recommended plugins recommended plugins Wordpress SEO by Yoast - SEO & sitemaps Vaultpress backup plugin W3 Total Cache Digg Digg - Soical media plugin Akismet - anti spam WP Smushit - image optimization Gravity Forms Google Analtics @memorygate #DIGSHOW2014
  78. 78. Creating drafts in Evernote @memorygate #DIGSHOW2014
  79. 79. HootSuite @memorygate #DIGSHOW2014
  80. 80. Blog publishing schedule @memorygate #DIGSHOW2014
  81. 81. Social Media Publishing Schedule @memorygate #DIGSHOW2014
  82. 82. Social Media Publishing HootSuite Schedule Template @memorygate #DIGSHOW2014
  83. 83. Creating a Campaign @memorygate #DIGSHOW2014
  84. 84. Creating a Campaign Directions for campaign Create client Persona Create Offer Do Keyword Research Create Resource text and Images Create Blog Post / Landing Page template for offer Create Follow up WorkflowCreate Social Media Sharing ScheduleCreate EmailCreate related Blog Post articles and promoteCreate Facebook ApplicationCreate Facebook Advert @memorygate #DIGSHOW2014
  85. 85. Creating a Campaign Persona Persona @memorygate #DIGSHOW2014
  86. 86. Creating a Campaign The Offer The Offer @memorygate #DIGSHOW2014
  87. 87. Creating a Campaign Keyword research Keyword research @memorygate #DIGSHOW2014
  88. 88. Creating a Campaign resource text and Images resource text and Images @memorygate #DIGSHOW2014
  89. 89. Creating a Campaign Landing Page Landing Page @memorygate #DIGSHOW2014
  90. 90. Creating a Campaign Follow up workflow Follow up workflow @memorygate #DIGSHOW2014
  91. 91. Creating a Campaign Sharing Sharing @memorygate #DIGSHOW2014
  92. 92. Creating a Campaign Email Email @memorygate #DIGSHOW2014
  93. 93. Creating a Campaign Facebook App Facebook App @memorygate #DIGSHOW2014
  94. 94. Creating a Campaign Facebook Ad Facebook Ad @memorygate #DIGSHOW2014
  95. 95. Social Media Tasks Pinterest Weekly Create different themed board with minimum of 10 pinsPin blogposts to relevant boards Follow 5 new people or boards - relevant to weekly themeContent sourcesPinterest Search - term of the weekMemory Gate Blog - @memorygate guest blogs posts #DIGSHOW2014
  96. 96. Social Media Promotion
  97. 97. Social Media Tasks Twitter DailyCheck mentions and replyDo a daily RT WeeklyTweet blog posts from Hootsuite and follow schedule Use buffer to tweet from followed RSS feeds #WeddingWednesdayOccasionally news jack Follow 5 new people - Twitter recommendedContent sourcesMemory Gate blog and guest blogsPhotography feedMummy blogger feedWedding feed @memorygate #DIGSHOW2014
  98. 98. Social Media Tasks Facebook DailyMin 3 posts a dayMorning - share from feedLunchtime - Memory Gate blog post - old or archived or other content Weekly Share from Buffer - set to post twice a day - late afternoon and early evening Share Pinterest board of the weekPhoto of the week - post to Eddie Catz as shareUpdate cover photoLike 5 new pages - related to weekly Pinterest ThemeContent sourcesMemory Gate blog and guest blogsPhotography feedMummy blogger feedWedding feedFacebook feed @memorygate #DIGSHOW2014
  99. 99. Social Media Tasks Google+ Daily Check mentionsWeekly Share feeds from BufferShare blog posts from Hootsuite Post a gallery of images 3-10 taken from blog post - link to articleFollow 5 people / connect with 5 suggestions Content sourcesMemory Gate blog and guest blogsPhotography feedMummy blogger feedWedding feed @memorygate #DIGSHOW2014

Slides from photographer Michael Shilling's Blogging and content marketing masterclass at The Digital Imaging Show Birmingham 2014

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