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Big (D)esign Conference 101 Amazing Content Ideas

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Big (D)esign Conference 101 Amazing Content Ideas

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Internet marketing is more than writing blogs. Way more. Bernadette Coleman will share her “Complete List of Engaging Content Ideas” and her secret sauce for engagement that will drive more traffic, deliver targeted visitors, higher conversion rates, and enhance your SEO. If you are a digital marketer this session is a MUST attend. Use her strategy and watch your traffic, clicks and sales numbers soar. You will not believe what everyone thinks of #72.

Internet marketing is more than writing blogs. Way more. Bernadette Coleman will share her “Complete List of Engaging Content Ideas” and her secret sauce for engagement that will drive more traffic, deliver targeted visitors, higher conversion rates, and enhance your SEO. If you are a digital marketer this session is a MUST attend. Use her strategy and watch your traffic, clicks and sales numbers soar. You will not believe what everyone thinks of #72.

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Big (D)esign Conference 101 Amazing Content Ideas

  1. 1. BIG (D)esign Sept 5, 2014 Introducing Advice Interactive Real Time Content & Social Engagement 1 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1
  2. 2. 01 About Me © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2
  3. 3. Who I Am Bernadette Coleman, CEO Advice Interactive Mad Men is My Favorite TV Show I have a Blended Family With 5 Children I am Originally From Pittsburgh (Go Steelers) I Love to Listen to Audio Books I Am Active on Face Book, Twitter & LinkedIn © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3
  4. 4. Connect With Me © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4
  5. 5. What You Don’t Know About Me • I wrote my first blog in April 2013 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5
  6. 6. Why Am I Telling You This? – 6 Months © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6
  7. 7. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 7 Does This Mean I Am Amazing? NO! It means I figured out how to use High Quality Content to attract High Quality Traffic, which lead to High Quality Customers! It means…
  8. 8. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 8 Content is Important to Your Web Design • In todays world of information overload content heavy website designs are slowly but surely becoming the usual thing. • And this feature is not only typical for eCommerce and news-related websites, but also for a great deal of other regular websites. • Even despite the fact that content intensive layouts are famous for its problematic and complex nature content is important for many reasons. It also means…
  9. 9. Post good content and the followers will come. It's an edict of nature. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9
  10. 10. What I learned… We had to Learn About Engagement Engaging humans is harder than tricking algorithms. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10
  11. 11. I had to Learn Human Engagement • Capture their imaginations • Speak directly to their hearts • Talk about things that they love and are interested in • Share ideas • Listen to their concerns and; • Consider their feedback. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11
  12. 12. We had to Learn Purposed Content © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12
  13. 13. I had to learn how to craft a We had To Define The Message message that will contribute to a larger story, We had to begin with the end in mind. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13
  14. 14. I Had to Figure Out How to Define The Response What’s the action that I want people to take once the story has inspired them? What are they going to do once the message sticks? © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14
  15. 15. Give The Best That I Could Give… I had to learn to post stimulating, engaging content that: • provokes • questions, • humors, • and causes engagement. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15
  16. 16. If I Had Nothing Grand To Share You Have Nothing Grand To Share Then share someone else's! Then I would share someone else's! © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16
  17. 17. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17 17 I learned how to Speak Out • Make a bold comment on a social issue that is in the back of everyone's mind. • Take a stand. • Give inspiration • Demand feedback and award original suggestions. • Do not forget to make a clear call-to-action for your followers as they would be too dazzled by your brilliance to know or do otherwise.
  18. 18. The New Face Of Content Create content that both people & search engines will love… © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18
  19. 19. My entire online marketing strategy revolved around the convergence of content, search, and social with quality content being the dominant piece of the puzzle. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19
  20. 20. GWooghley h Iisg hGlyr reataets Content Important? content which is original, high-quality, free of spelling and grammar errors, and valuable. The new search engine algorithms are getting better and better at indexing and ranking your content the way a human reader would. Remember- Symantec Search is here to stay! © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20
  21. 21. Why Is Great Content Important? Remember, Quality content is much more sharable. Quality content is much more sharable. Social Media is now the number one reason why people use the internet, Social Media is now the number one reason why people use the internet, Creating content people enjoy enough to share gives you enormous potential. So creating content people enjoy enough to share with their friends presents an enormous potential. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21
  22. 22. Why Is Great Content Important?Your readers will come back if your content interesting or entertaining. The search engines reward content which provides value to people. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22
  23. 23. How to Create Engaging Content Gone are the days of publishing large amounts of poor quality content and using automated article submission tools. • Gone are the days of publishing large amounts of poor quality content and using automated article submission tools. • Creating great content, by contrast, is not quite as easy, but practicing a few good habits can make a great deal of difference. Good habits can make a great deal of difference. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23
  24. 24. Balance is Important Create A Publishing Schedule But don’t fall into the trap of posting too much without doing your research. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24
  25. 25. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25 25 How , Do I Find The Time To Do It? I am going to tell you my number 1 secret! First of all, follow these steps to write a high quality article that solves a problem for your target audience.
  26. 26. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26 26 Attention Grabbing Headlines Write an Engaging Heading That Readers Will Quickly Understand: How would you describe your article or digital asset in seven to 10 words? Be clear and succinct, and cover at least one of the captivating ideas or features of your digital asset. • Customer Service Tips From The Pros • SEO Tips From Todays SEO Gurus • Wedding Planning Tips From Successful Brides
  27. 27. Curated Link Lists • Top News Posts Today • Complete resource list • Funniest • Most Useful • Top 10 TIP: You can create value for people who are interested in a core subject or theme & they will share them… © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 27 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 27
  28. 28. Tips Are Good Share Bait Offer tips and helpful advice using various asset types, such as text, apps, video, images, and so on… TIP: Use tips if your goal is to show thought leadership or demonstrate commanding knowledge in a particular area of expertise © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28
  29. 29. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 29 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 29 29 What’s Next… I am going to show you my secret…
  30. 30. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30 30 Write a 400 – 500 Word Article • Start with a brief introductory paragraph • Write 5 – 6 points with a paragraph to explain each point • End with a concluding paragraph Simple Right?
  31. 31. 21 ways to be Brilliant! © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 31 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 31 31 Now What… The Secret is Leverage 21 Ways To Be BRILLIANT!
  32. 32. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 32 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 32 32 Step 1: Publish The Article On Your Blog… Your blog is your business journal, The HUB for everything you do. • Help your company find its niche • Increase the traffic coming to your site • Sending your depth of content and page rank soaring • Makes you a fast friend of the search engines
  33. 33. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 33 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 33 33 Don’t Forget The RSS Feed This reallysimple syndi cation method allows you to automatically feed your blog’s content to many different places, including many social networking sites.
  34. 34. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 34 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 34 34 Step 2: Publish It In Your Newsletter Send and email or a newsletter gets your content directly to your subscribers email inbox. Another amazing benefit to email communication with your readers is that you can ask them questions and engage with people on a more personal level.
  35. 35. Step 3: Submit Industry Blogs &How To Articles Submit you article to industry blogs or create your how-to and step-by-step articles in text, images, video, or other asset types. This allows other people to read, copy share (as long as they promote you) and use it in their material. • related searches represent a major segment of search-query volume. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 35 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 35
  36. 36. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 36 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 36 36 Step 4: Post The Article On Google + Google allows you to post entire articles on Google +. Not to mention, Google uses them in their search results! As a matter of fact.. Post to all of your social media sites…Reddit, Stumble it, Digg it…
  37. 37. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 37 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 37 37 Step 5: Offer to post the article on somebody else’s blog Look for blogs that reach the same target market as yours, but written by non-competing authors.
  38. 38. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 38 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 38 38 Step 6: Print it on your letterhead Mail it old school to 20 key people in your network. People do still appreciate getting material by mail.
  39. 39. DHiovwe tros iCfrye ayteo Eunrg acgoinngt eConnttent Cover a wider range of mediums. Images, infographics, streaming videos and auditory content can all help to make your content more interesting. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 39 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 39
  40. 40. Create Downloadable Assets are GREAT! • Screen savers • Plug-ins • Ebooks • Create a circle • Excel spread sheet (with a formula) TIP: Offering up an application, screen savers, plug-ins, ebooks, and other productivity enhancements is another great way to solve a problem for your audience and create a shareable event. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 40 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 40
  41. 41. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 41 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 41 41 Step 7: Create an audio version This is for people who prefer to listen ... Read it out loud, record it and post the MP3 file on your Web site as a free download.
  42. 42. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 42 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 42 42 Step 8: Podcasting is Crucial Post the MP3 file to your podcast (audio newsletter)A podcast is an audio newsletter – delivered automatically to listeners. If you don’t have a podcast, you can use Hipcast.com to create it
  43. 43. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 43 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 43 43 Step 10: Presentation is the Key… Turn it into a Power Point presentation and publish it to Slideshare.com. Put it on your site as a resource for download. Think of Slideshare as “YouTube for PowerPoint”
  44. 44. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 44 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 44 44 Step 11: Spread the Wealth Publish the same PowerPoint presentation to AuthorStream.com AuthorStream is not as big as Slideshare, but it still has a large number of users.
  45. 45. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 45 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 45 45 Let’s Get Even More Creative Remember…Web content is no longer primarily about written content. Although textual content is still extremely important, visual content including images, infographics, and videos are also becoming increasingly popular.
  46. 46. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 46 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 46 46 Step 12: Graphics & Social Media Save the PowerPoint slides as individual graphics, and use them to create a series of images and printed postcards. Share them one at a time on your social media.
  47. 47. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 47 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 47 47 Step 13: Infographics Still Rule Use Visual.ly to create an infographic from the article’s content. Submit your Infographic to infographic sites. Don’t forget to link to it.
  48. 48. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 48 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 48 48 Step 14: YouTube Rocks Record a YouTube video, talking through the article point by point. Upload and optimize the video. Put a link from the video to your other assets including the article on your site blog.
  49. 49. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 49 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 49 49 Step 15: Animation Save your PowerPoint slides as individual graphics, and use Animoto.com to create an animated slide show Animoto turns a collection of pictures into an attractive slide show with music and animation.
  50. 50. Now It’s Time To Expand Your Work Expand the article to create even more substantial content ... Distinguished it as being more exhaustive and comprehensively researched. • Best Of • Top Ranked • Complete List Of… Remember to use detailed information, images, and commentary for each item © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 50 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 50
  51. 51. Step 16: Extra, Extra, Read All About It! • Expand each of the points in the article and turn it into a special report, which you publish as a free PDF download on your Web site The report should be about 3-4 pages long. • Creating a real-world business case attract a like-minded business or consumer audience. • Good case studies can take on a life of their own and often get shared around the Web. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 51 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 51
  52. 52. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 52 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 52 52 Step 17: Special Reports Continued… Upload the PDF report to Issuu.com Think of Issuu as “YouTube for special reports”
  53. 53. Step 18: Research and Statistical Data Turn the article in to a one-page diagnostic tool, and publish this as a PDF report. For each point in the article, replace the explanation with a simple 0-5 rating scale. Provide unique insights into a business or consumer problem. This is one content idea that could catapult your website and social presence into the mainstream social conversation. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 53 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 53
  54. 54. Step 19: Quizzes, Polls and Surveys Turn your Article into a poll or Quiz. Take each point and add 3 multiple choice answers along with an “other”. Use Google Form maker to create and share. • Quizzes are a fun way to earn their attention • Polls and surveys are a great way to gauge what your audience is thinking and get a pulse on your market-research efforts. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 54 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 54
  55. 55. Step 20: Live Video & Hangouts Use Ustream, Google Hangouts, or other live video services to create an event and broadcast your content. Create a live Discussion or Question & Answer session with your your audience. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 55 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 55
  56. 56. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 56 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 56 56 Let’s Talk About Content Engagement But WAIT, There’s more…
  57. 57. This Is My List Of Engaging Content Ideas Remember to consider how your audience consumes content. Use each suggestion accordingly. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 57 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 57
  58. 58. • Insightful Q&As with interesting people • Fun, engaging, informative • Many asset types, including video, audio, text, and images. • Build relationships Help broaden my reach and my network. The Interview © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 58 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 58
  59. 59. Stories and Antidotes Special and unique content comes when sharing real life stories and experience. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 59 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 59
  60. 60. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 60 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 60 60 Contests and Giveaways • If you give away something that interests your key audience, you will receive attention in return. • Use your entries as a way to offer additional content-opt-in opportunities • Keep in mind that your giveaway should be relevant to your end goals, or else you will attract an irrelevant audience.
  61. 61. Contests and Giveaways © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 61 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 61
  62. 62. FAQ’s • be considered mandatory for any business, product, or service on the Internet. • provides the answers that your core audience most commonly seeks TIP: Not only for social outreach but also for search, because many people will enter their common questions about your business into a search box. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 62 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 62
  63. 63. Reviews Consider providing regular reviews or commentary on products, services, or even business strategies Use text, video, audio, or a variety of combinations of asset types. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 63 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 63
  64. 64. Recommendations Great way to illustrate your knowledge of a particular topic by relaying helpful choices to your audience. • TIP: Recommendations put a more positive spin on the review process, without being negative or creating any ill will with your audience. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 64 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 64
  65. 65. Scoops or Exclusive Announcements Being first with a great story can be a tremendous advantage as content breaks out in real-time. TIP: Consider contacting major players in your business space and ask whether they have any new products or services that you could cover for your blog © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 65 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 65
  66. 66. Q & A’s From People Within Your Network Answering questions and offering expert advice should be a fundamental part of your content strategy. TIP: Post on third-party networks, or create a blog post with three to five common questions you’ve received and answer them for your audience. Also remember to add your answers to your site FAQ. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 66 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 66
  67. 67. Images and Image Channels • Showcase entire galleries or photo channels on Flickr or SmugMug or create your own galleries on your blog or website. • Shoot an industry or consumer event and tell your subjects where to find you online. TIP: Audiences are almost always captivated by content about themselves. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 67 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 67
  68. 68. Bios and Get To Know You’s Routinely spotlight different people on your team or within your company. Add a picture and publish a Q&A. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 68 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 68
  69. 69. Live Blogging & Live Tweeting • blogging live from the event • Give a factual recap of what is being said in real-time, or offer your own side commentary. TIP: Create a #Hashtag. It is very common for people to monitor social streams by hashtag or keyword during these types of events. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 69 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 69
  70. 70. Things To Do • Local attractions • Favorite restaurants • Other helpful localized tips TIP: If your audience is from out of town show a little bit of hospitality and provide useful content – they won’t forget. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 70 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 70
  71. 71. Posts About Other Posts • Blog about your blog • Blog about a press release • Blog about a citiation TIP: This way, you can tell the regular audience in one channel about his column and also offer different bits of information to supplement the topic. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 71 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 71
  72. 72. Commentary and Editorials • Establishing yourself as a conversation leader, communicate your opinions on the main issues and topics. – Blog posts – Social conversation – Status updates – White papers – Videos… Be prepared to follow up with comments… © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 72 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 72
  73. 73. TIP: A good piece of insight is one of the best ways to establish yourself and your business as a thought leader in both the content space and business space. Thought Leadership © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 73 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 73
  74. 74. Glossaries • Informative content • Rank well in search • Glossary terms on a single page • Create unique pages for expanded definitions • SHARE IT! © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 74 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 74
  75. 75. Write Down Ideas • As you are going through your daily tasks, • reading your industry blogs, • conversing with others in your industry, TIP: Create a spreadsheet that you can update with interesting bits of information as you go through the day. Refer to this spreadsheet when you need a content idea for your next blog. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 75 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 75
  76. 76. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 76 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 76 76 And That’s Not ALL! Prepare for My Fast & Furious Engagement Tips…
  77. 77. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 77 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 77 77 Do Something Engaging Take out your smart phone…
  78. 78. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 78 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 78 78 Do Something Engaging Take a picture Type: The King of Content was just crowned by @AdviceGroup @BigD2014 And share…
  79. 79. Start Engaging • Ask a provocative question • Post Something Funny • Share an interesting blog or an article • Comment on a recent news item • Post an inspirational picture or quote or meme • Request follower feedback • Ask for reviews on your products or services © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 79 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 79
  80. 80. Start Engaging • Add new, useful content to your pages on a regular basis. Content freshness adds relevancy to your site in the eyes of the search engines. • Add viral components to your web site or blog like reviews, sharing functions, ratings, visitor comments, etc. • Invite relevant and authoritative bloggers to guest post on your blog, to build social shares and traffic. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 80 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 80
  81. 81. Start Engaging • Always write a unique and catchy Meta description tag, with a call to action if applicable, for your post, as it will attract more click-throughs. • Blog about the problems your product or service solves – not about the product or service. • Broaden your range of services to include video, podcasts, news, social content and so forth. SEO is not about 10 blue links anymore. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 81 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 81
  82. 82. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 82 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 82 82 Start Engaging • When optimizing your blog posts, optimize your post title tag independently from your blog title. • Cater to influential bloggers and authority sites who might link to you, your images, videos, podcasts, etc. or ask to reprint your content. • Get the owner or CEO blogging. It’s priceless! CEO influence on a blog is incredible as this is the VOICE of the company.
  83. 83. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 83 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 83 83 Start Engaging • Understand social marketing. It IS part of SEO. • The more you understand about sites like Digg, Yelp, del.icio.us, Facebook, etc., the better you will be able to compete in search and social. • Videos that show up in Google blended search results don’t just come from YouTube. Submit your videos to other quality video sites like Metacafe, AOL, MSN and Yahoo.
  84. 84. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 84 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 84 84 Start Engaging • Surround video content on your pages with keyword rich text. The search engines look at surrounding content to define the usefulness of the video for the query. • Use the words “image” or “picture” in your photo ALT descriptions and captions. A lot of searches are for a keyword plus one of those words. • Enable “Enhanced image search” in your Google Webmaster Central account. Images are a big part of the new blended search results.
  85. 85. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 85 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 85 85 Start Engaging • Think of marketing as storytelling, and think of your customers as the characters. • Depressing tweets, vague tweets, tweets about your weight loss and what you are eating are better kept to yourself. • Tweeting a little personality is fun. But for the most part, stay professional and positive. And always, always stay classy, of course. • Stop talking about yourself if you want more retweets.
  86. 86. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 86 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 86 86 Start Engaging • If you’re going to tell people to “like” your company on Facebook, give them a reason why they should “like” you. • Use social media contests as an opportunity to learn more about your customers. • Leverage social search and boost your rankings for target keywords by offering content (ebooks, webinars, etc.) and having them pay with a tweet.
  87. 87. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 87 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 87 87 Start Engaging • Actively participate on Google+ and in the Google Authorship program. • Link your Google+ profile to all blogs and sites you write • Whenever possible, link your guest authors’ Google+ profiles to your blog. • Use an appealing Google+ headshot, as it may be displayed in Google search results.
  88. 88. This I s Not TV or Radio We Are Talking About This is not advertising to a mindless population catching glimpses of your brands during breaks from their favorite shows or games while rushing to the restroom. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 88 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 88
  89. 89. This Is Engagement Which means you have to engage to make it work Respond to your followers to make sure the right relationships are formed and maintained. Courtesy is a virtue so remember to: • Check your Facebook messages • Post to FaceBook, Twitter, LinkedIn • Answer Twitter direct messages (DMs) • Answer Twitter @ replies • Engage in LinkedIn Discussions © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 89 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 89
  90. 90. Remember: • keep a tab on your analytics • check out what the competition is up to • Find out what works and what doesn't • classify those that bring in the most results • and don’t forget to optimize your content. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 90 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 90
  91. 91. Q&A 91 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 91 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 91

Editor's Notes

  • Let’s take a deeper look into the new face of content and how marketers can create content that both people and the search engines will love.
  • Your entire online marketing strategy should revolve around the convergence of content, search, and social with quality content being the dominant piece of the puzzle. 
  • Google highly rates content which is original, high-quality, free of spelling and grammar errors, and valuable.

    The new search engine algorithms are getting better and better at indexing and ranking your content the way a human reader would.

    (Symantec Search is here to stay)
  • Quality content is much more sharable.

    Social Media is now the number one reason why people use the internet,
    So creating content people enjoy enough to share with their friends presents an enormous potential.
  • Your readers are far more likely to come back to visit your site and even subscribe to regular updates via email newsletters or RSS feeds if they find your content interesting or entertaining.

    The search engines reward content which provides value to people.
  • Gone are the days of publishing large amounts of poor quality content and using automated article submission tools.

    Creating great content, by contrast, is not quite as easy, but practicing a few good habits can make a great deal of difference.
  • Try to be fairly consistent with your publishing schedule so that you always have something to offer your readers when they come back to your page. But balance is important too – don’t fall into the trap of posting too much without doing your research. 
  • Curated Link Lists: Link lists are as old as the commercial Internet itself, and they represent the ascension of many great web properties like Yahoo! and Google. Creating valuable link lists can attract many readers to your owned assets through social sharing and search. Consider a regular content program for subjects in your themed area, such as “top blogs,” “top news posts today,” a “complete resource list,” “funniest,” or “most useful.” You can also categorize a particular area of the web that you may find to be lacking structure and create value for people who are interested in the core subject or theme.
  • Tips: If your goal is to show thought leadership or demonstrate commanding knowledge in a particular area of expertise, offer tips and helpful advice using various asset types, such as text, apps, video, images, and so on. Helpful tip lists are good share bait, and they provide traffic and social conversation consideration for your business and brand.
  •  Offering up an application, screen savers, plug-ins, ebooks, and other productivity enhancements is another great way to solve a problem for your audience and create a shareable event. Useful assets can travel quickly via shared networks and gain a lot of exposure for your business.
  • “Complete” Lists A “complete” list is similar to a link list but is distinguished as being more exhaustive and comprehensively researched. “Complete”
    lists might contain as many as 50 unique items or more,
    with detailed information, images, and commentary for each item, while reinforcing each one within the context of the article title. Complete lists might fall along the lines of “best of” lists, “top ranked” lists, or some other context of viewing an entire scope of a particular topic or theme. These types of lists typically help attract social sharing but will also link back to the unique article. 
  • Case Studies: Creating a real-world business case is another excellent way to attract a like-minded business or consumer audience in both earned and social spaces. Good case studies can take on a life of their own and often get shared around the Web.
  • Research and Statistical Data: If you have any data or statistics that provide unique insights into a business or consumer problem, then research is one content idea that could catapult your website and social presence into the mainstream social conversation. Think about the unique data that you may be collecting in some form, or think of a potential research study you would like to conduct. You can show your results as simple charts or graphs or in more complex ways, such as a searchable database or application that produces customized charts and reports. 
  • Quizzes: Putting together a quiz for your audience is a fun way to earn their attention and help test the knowledge of your audience on a particular topic of interest. Quizzes help your audience to grow in their knowledge and reveal potential content ideas for your own strategy.

    Polls and Surveys: Polls and surveys are a great way to gauge what your audience is thinking and get a pulse on your market-research efforts. There are many free and paid survey applications that you can use with your blog or on a social network. 
  • Live Video: Use Ustream, Google Hangouts, or other live video services to broadcast content and create a live discussion format with your audience.
  • Interviews providing insightful Q&As with interesting people or thought leaders in your business area is a great way to attract a like-minded audience. Interviews can be fun, engaging, informative and can include many asset types, including video, audio, text, and images.

    My approach to getting interviews is to invite people to be featured on my blog. This acknowledges their expertise and shows that I respect their input. That helps me build relationships with other important individuals in my field.

    Interviews also help me broaden my reach and my network. I am banking on my subject telling their associates, friends, and connections about their interview, thus generating visibility for myself and my blog. As they share news about the interview, they create backlinks to my site, boosting my blog’s authority with search engines. See how that works?
  • Special and unique content comes when I share my real life stories and experience. When I tell a story that relates to my experiences or example within the context of a current topic or business problem, I feel I am developing a deeper relationship with my audience. Consider relating a business experience in a blog post and share on a major social network or discuss in a live presentation or webinar.

    One of my favorite and most successful blogs was called “Why Do We Do Everything Google Says”. In my blog I talk about a dinner conversation we were having at my home with my husband regarding Google’s best practices and how we could use these to make changes then all of a sudden my daughter asked, “Why do you have to do everything Google says”? With that one question from someone outside our industry I was able to raise questions in my blog that created quite a bit of online conversation and social sharing. (Not to mention my daughter was excited that I included her in my blog!)
  • “Things to Do”: If you are in an area that you know well, offer recommendations for local attractions, restaurants, and other helpful localized tips. If a sizable amount of your audience is from out of town and attending an event in your area, show a little bit of hospitality and provide useful content – they won’t forget.
  • Posts About Other Posts: When I write a column for SEJ, I will often include an additional post on our company blog or personal blog. This way, I can tell the regular audience in one channel about his column and also offer different bits of information to supplement the topic. Sometimes I will also write a quick blog post about a press mention or citation with additional background and commentary. 
  • Commentary and Editorial: In establishing yourself as a conversation leader, it is important to communicate your opinions on the main issues and topics that are critical to your industry or to the needs of your audience. This commentary can come in the form of a blog post, social conversation, status updates, longer white papers, and many other formats. If you have an opinion and you know you are right, don’t be shy; share it with your network. Be ready to elaborate on your position and to follow-up with comments from your audience or network.
  • Thought Leadership: A good piece of insight is one of the best ways to establish yourself and your business as a thought leader in both the content space and your business space. Thought leadership may take on the form of a book, live speaking, webinars, PowerPoint slides, white papers, or a blog. It doesn’t happen overnight, and you will need to be diligent, consistent, and focused in your efforts.
  • Glossaries: Providing a glossary, or dictionary of terms related to your area of business, is a great way to provide informative content that can be referenced in social spaces when needed, and to appear in search-engine results. Consider putting all of your glossary terms on a single page, or create unique pages for each term for expanded definitions.
  • Write Down Ideas – As you are going through your daily tasks, reading your industry blogs, conversing with others in your industry, ideas for future content may be right in front of you. Create a spreadsheet that you can update with interesting bits of information as you go through the day. Refer to this spreadsheet when you need a content idea for your next blog.
  • Ask a provocative question
    Post Something Funny
    Share an interesting blog or an article
    Comment on a recent news item
    Post an inspirational picture or quote or meme
    Request follower feedback
    Ask for reviews on the products or services

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