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CONTENT
MARKETING
WITH SOCIAL MEDIA
CONTENT
MARKETING @JordanKasteler
CONTENT
CREATION @JordanKasteler
CONTENT
DEFINITIONViral/Social/Linkbait Content:
• Content that is too interesting NOT to read
• Makes people feel somethi...
CONTENT
DEFINITION @JordanKasteler
CONTENT
DEFINITIONForms of Media:
@JordanKasteler
•Lists
•News
•Rants
•Interviews
•Parodies
•Satire
•Predictions
•Comparis...
BENEFITS
@JordanKasteler
TRAFFIC:
• Ad Revenue
VISIBILITY:
• Branding / Buzz
• Links / Social Shares
o Search Rankings (SE...
LEVELS OF
TRAFFIC @JordanKasteler
1) SOCIAL:
• High Traffic #s
• High Bounce Rate
• Low Time on Site/Page
• Low Conversion...
SEO BENEFIT
@JordanKasteler
“A rising tide raises all boats”
CASE STUDY
@JordanKasteler
TITLE: Amazing Photos: Big Results fromCompact Cameras
VISITS: 200k+
LINKS: ~200 (MSNBC, Live S...
TARGET
AUDIENCE @JordanKasteler
•Who do you want to relate to?
•Why would they care?
•What would make them likely to sprea...
TARGET
AUDIENCE @JordanKasteler
CONTENT
ANGLE @JordanKasteler
CONTENT
CREATION
PLAN @JordanKasteler
1.Brainstorming
2.Research
3.Development
4.Publication
5.Promotion
1)
BRAINSTORMI
NG @JordanKasteler
1)
BRAINSTORMI
NG (CONT’D)
@JordanKasteler
Use action words – verbs!
Verbs encourage readership and guides them.  You can ...
1)
BRAINSTORMI
NG (CONT’D)
@JordanKasteler
• Create Curiosity
• Tap into emotions (worry, fear, frustration, anger, etc)
•...
2) RESEARCH
@JordanKasteler
• Is the subject relevant, interesting, and timely?
• Find additional information to aid your ...
3)
DEVELOPMEN
T @JordanKasteler
1.Copy
2.Structure
3.Style
4.Layout
3)
DEVELOPMEN
T(CONT’D)
@JordanKasteler
COPY LENGTH:
•Break up your content into sections to make long content seem shorte...
3)
DEVELOPMEN
T(CONT’D)
@JordanKasteler
3)
DEVELOPMEN
T(CONT’D)
@JordanKasteler
STYLE:
•Break up content visually
•Create a visual hierarchy
•Make it skimmable
 ...
3)
DEVELOPMEN
T(CONT’D)
@JordanKasteler
SUPPORTIVE MEDIA:
•Vivid imagery
•Screenshots
•Videos
•Links
4)
PUBLICATION @JordanKasteler
USABILITY:
•Easy to link
•Easy to share
• Don’t use link code to link somewhere irrelevant ...
4)
PUBLICATION
(CONT’D)
@JordanKasteler
SOCIAL SHARING BUTTONS:
•Make it easy!
•Narrow options.
•Make relevant.
INFOGRAPHIC
S @JordanKasteler
Types:
•Charts
•Maps
•Diagrams
•Timelines
Format:
•Static
•Animated
•Interactive
INFOGRAPHIC
S @JordanKasteler
CONTENT
PROMOTION
Strategy:
• Step 1
o asdf
@JordanKasteler
SOCIAL MEDIA
@JordanKasteler
SOCIAL MEDIA
@JordanKasteler
SOCIAL MEDIA
@JordanKasteler
TIMING
@JordanKasteler
FACEBOOK
TIMING @JordanKasteler
CONTENT
PROMOTION
#1 (and #6) Article:
• The Social Search Revolution: 8 Social SEO Strategies To Start Using
Right Now
• ...
INTEGRATED
PROMOTION @JordanKasteler
• Like-Minded Communities
• E.g. inbound.org
• Share on Google+ to “Public” and Send ...
INTEGRATED
MEDIA @JordanKasteler
Owned:
• Hashtags
• Tags
• Scheduling (Social/Email)
Earned:
• Share!
Paid:
• Social Ads
...
SOCIAL MEDIA
@JordanKasteler
OWNED MEDIA
IN SERPS @JordanKasteler
GOOGLE
AUTHORSHIP @JordanKasteler
SEO FOR
SOCIAL MEIDAInternal Link Funneling: @JordanKasteler
RESOURCES
@JordanKasteler
Headline Formulas
http://socialmediaworkbook.com/wp-content/uploads/102-headline-
formulas.pdf
L...
THANK YOU!
Jordan Kasteler
Jordan.Kasteler@VizionInteractive.com
@JordanKasteler
www.VizionInteractive.com
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Content Marketing with Social Media with Jordan Kasteler

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Jordan Kasteler, of Vizion Interactive, speaks to the Kansas City Search Engine Marketing Association on Content Marketing and Social Promotion.

Published in: Technology, Business
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Content Marketing with Social Media with Jordan Kasteler

  1. 1. CONTENT MARKETING WITH SOCIAL MEDIA
  2. 2. CONTENT MARKETING @JordanKasteler
  3. 3. CONTENT CREATION @JordanKasteler
  4. 4. CONTENT DEFINITIONViral/Social/Linkbait Content: • Content that is too interesting NOT to read • Makes people feel something • Provides for effortless transfer to others • Makes other want to share @JordanKasteler
  5. 5. CONTENT DEFINITION @JordanKasteler
  6. 6. CONTENT DEFINITIONForms of Media: @JordanKasteler •Lists •News •Rants •Interviews •Parodies •Satire •Predictions •Comparisons •Polls •Surveys •Resources •How-to Guides •Articles •Infographics •Widgets •Quizzes •Videos •etc Types of Content:
  7. 7. BENEFITS @JordanKasteler TRAFFIC: • Ad Revenue VISIBILITY: • Branding / Buzz • Links / Social Shares o Search Rankings (SEO) o Leads / Sales STICKINIESS: • Subscribers (newsletters / email / RSS) • Return Visitors
  8. 8. LEVELS OF TRAFFIC @JordanKasteler 1) SOCIAL: • High Traffic #s • High Bounce Rate • Low Time on Site/Page • Low Conversion 2) LINK: • More Relevant Traffic 3) SEARCH: • Highly Relevant Traffic • High Conversion
  9. 9. SEO BENEFIT @JordanKasteler “A rising tide raises all boats”
  10. 10. CASE STUDY @JordanKasteler TITLE: Amazing Photos: Big Results fromCompact Cameras VISITS: 200k+ LINKS: ~200 (MSNBC, Live Scie nce ) KEYWORDRANKINGS: •Compact Cameras •Amazing Photos from Compact Cameras •Compact Camera Photos •Compact Camera Results
  11. 11. TARGET AUDIENCE @JordanKasteler •Who do you want to relate to? •Why would they care? •What would make them likely to spread your idea?
  12. 12. TARGET AUDIENCE @JordanKasteler
  13. 13. CONTENT ANGLE @JordanKasteler
  14. 14. CONTENT CREATION PLAN @JordanKasteler 1.Brainstorming 2.Research 3.Development 4.Publication 5.Promotion
  15. 15. 1) BRAINSTORMI NG @JordanKasteler
  16. 16. 1) BRAINSTORMI NG (CONT’D) @JordanKasteler Use action words – verbs! Verbs encourage readership and guides them.  You can use words like: •Discover •Find •Get •Learn •Join •See •Read •Etc
  17. 17. 1) BRAINSTORMI NG (CONT’D) @JordanKasteler • Create Curiosity • Tap into emotions (worry, fear, frustration, anger, etc) • Set expectations (WIIFM?) • Tip: Fear of loss is a greater motivator than desire to gain! That means people are more often motivated by missing out on something than they are by the thought of gaining that same thing.
  18. 18. 2) RESEARCH @JordanKasteler • Is the subject relevant, interesting, and timely? • Find additional information to aid your content. Verify sources. • Has it been done before? • If so, what value can you add, revise, etc?
  19. 19. 3) DEVELOPMEN T @JordanKasteler 1.Copy 2.Structure 3.Style 4.Layout
  20. 20. 3) DEVELOPMEN T(CONT’D) @JordanKasteler COPY LENGTH: •Break up your content into sections to make long content seem shorter. •Explain each key idea or section as succinctly as possible while also being thorough. •Make every sentence count.  News: 300-500 words Insightful Article: 750-1,000 words Evergreen Resource: As long as it needs to be fully comprehensive
  21. 21. 3) DEVELOPMEN T(CONT’D) @JordanKasteler
  22. 22. 3) DEVELOPMEN T(CONT’D) @JordanKasteler STYLE: •Break up content visually •Create a visual hierarchy •Make it skimmable  Headers  Whitespace  Consistency  Bulleted/Numbered Lists
  23. 23. 3) DEVELOPMEN T(CONT’D) @JordanKasteler SUPPORTIVE MEDIA: •Vivid imagery •Screenshots •Videos •Links
  24. 24. 4) PUBLICATION @JordanKasteler USABILITY: •Easy to link •Easy to share • Don’t use link code to link somewhere irrelevant or unintended by endorser • Don’t use off-topic, irrelevant, or spammy keywords in link code • Nofollow?
  25. 25. 4) PUBLICATION (CONT’D) @JordanKasteler SOCIAL SHARING BUTTONS: •Make it easy! •Narrow options. •Make relevant.
  26. 26. INFOGRAPHIC S @JordanKasteler Types: •Charts •Maps •Diagrams •Timelines Format: •Static •Animated •Interactive
  27. 27. INFOGRAPHIC S @JordanKasteler
  28. 28. CONTENT PROMOTION Strategy: • Step 1 o asdf @JordanKasteler
  29. 29. SOCIAL MEDIA @JordanKasteler
  30. 30. SOCIAL MEDIA @JordanKasteler
  31. 31. SOCIAL MEDIA @JordanKasteler
  32. 32. TIMING @JordanKasteler
  33. 33. FACEBOOK TIMING @JordanKasteler
  34. 34. CONTENT PROMOTION #1 (and #6) Article: • The Social Search Revolution: 8 Social SEO Strategies To Start Using Right Now • 40,000+ unique pageviews o 2,000+ tweets o 700+ Likes o 550+ Google +1s o 1,350+ LinkedIn Shares @JordanKasteler
  35. 35. INTEGRATED PROMOTION @JordanKasteler • Like-Minded Communities • E.g. inbound.org • Share on Google+ to “Public” and Send to relevant Circles. • Use “Post Activity” and “Ripples” to +1 others. • Share on LinkedIn Groups • Submit to: StumbleUpon, Delicious, Reddit • Follow up on Comments. • Thanks influencers for shares
  36. 36. INTEGRATED MEDIA @JordanKasteler Owned: • Hashtags • Tags • Scheduling (Social/Email) Earned: • Share! Paid: • Social Ads • Search Ads • Paid Syndication (e.g. Outbrain)
  37. 37. SOCIAL MEDIA @JordanKasteler
  38. 38. OWNED MEDIA IN SERPS @JordanKasteler
  39. 39. GOOGLE AUTHORSHIP @JordanKasteler
  40. 40. SEO FOR SOCIAL MEIDAInternal Link Funneling: @JordanKasteler
  41. 41. RESOURCES @JordanKasteler Headline Formulas http://socialmediaworkbook.com/wp-content/uploads/102-headline- formulas.pdf Linkbait Ideas http://www.portent.com/blog/social-media/230-link-bait-ideas.htm http://www.portent.com/tools/title-maker/
  42. 42. THANK YOU! Jordan Kasteler Jordan.Kasteler@VizionInteractive.com @JordanKasteler www.VizionInteractive.com

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