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Content and social engagement for small businesses

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Local SEO, Search and Social for small businesses

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  • 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.
  • 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.
  • My #1 Tip
    Diversify your content
    Cover a wider range of mediums.
    Images, infographics, streaming videos and auditory content can all help to make your content more interesting.
  • 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. 
  • 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!)
  • FAQs: If there is any one particular content idea or type that should be considered mandatory for any business, product, or service on the Internet, it is the “frequently asked questions” section of your site, otherwise known as the FAQ. FAQs represent exactly what the name suggests—the most commonly asked questions about your business or service. Creating a thorough FAQ on your website provides the answers that your core audience most commonly seeks. It also offers your audience and social-media managers a basis for answering and referring to questions outside of a website and into social networks.
    Content for FAQs should come from your customer-service department (if you have one), from frequently asked questions on answer sites and forums, and from common-sense questions about your products or services. The development of your FAQ is an iterative process, and the more often you interact with your audience, the more awareness you will have around their common questions. Remember that FAQs are not only for social outreach but also for search, because many people will enter their common questions about your business into a search box.
  • 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.
  • “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. 
  • Reviews: Consider providing regular reviews or commentary on products, services, or even business strategies within your relative area of concentration. Use text, video, audio, or a variety of combinations of asset types.

    You might even want to use reviews as an entire community strategy by enabling customized community tools and applications for your audience to weigh in on particular areas of interest. 
  • How-to Articles: How-to articles are a staple of the Internet, and this content type even has its own dedicated sites, like eHow and wikiHow. How-to articles can be social, in the sense that people may contribute to the conversation via wikis or comments, and “how-to”–related searches represent a major segment of search-query volume. Whether you create your how-to and step-by-step articles in text, images, video, or other asset types, consider how this content idea applies to a wide range of businesses, including shopping, finance, travel, home, and living.
  • Recommendations: Providing recommendations on particular products, services, or resources is a great way to illustrate your knowledge of a particular topic by relaying helpful choices to your audience. It also puts a more positive spin on the review process, without being negative or creating any ill will with your audience. 
  • 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. 
  • Geeky moment gives TI 800% surge in social media
  • Live Video: Use Ustream, Google Hangouts, or other live video services to broadcast content and create a live discussion format with your audience.
  • 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. 
  • Scoops or Exclusive Announcements: Consider contacting the press-relations departments of the major players in your business space (you might want to consider noncompetitive companies for this type of content), and ask whether they have any new products or services that you could cover for your blog or other publishing site. If you have a relationship with the provider, they might even offer you information under embargo, which means they give you information prior to a public announcement, as long as you wait to publish the information. This delay in publishing usually provides plenty of time to create quality content and also get the scoop on other bloggers or news content providers in your space. Being first with a great story can be a tremendous advantage as content breaks out in real-time. 
  • Q&As from People within Your Network: Answering questions and offering expert advice should be a fundamental part of your content strategy. Answer questions that you may find on third-party networks, or create a blog post with three to five common questions you receive and answer them for your audience. Also remember to add your answers to your site FAQ. 
  • Images and Image Channels: Photos and images are great digital assets to post on a regular basis. Photos are common regular content features on a wide range of blogs and suitable for many types of businesses. You can showcase entire galleries or photo channels on Flickr or SmugMug or create your own galleries on your blog or website.

    If you want to engage your audience directly, shoot an industry or consumer event and tell your subjects where to find you online. You will likely find that audiences are almost always captivated by content about themselves.
  • Bios and “Get to Know You” Features: Whether you have a small or large organization, consider a content feature that routinely spotlights different people on your team or within your company. Add a picture and publish a Q&A. 
  • Live Blogging and Live Tweeting: If you are attending a business conference or other consumer conference or event, consider blogging live from the event. Give a factual recap of what is being said in real-time, or offer your own side commentary. It is very common for people to monitor social streams by hashtag or keyword during these types of events. Injecting your content into the conversation is a great way to gain real-time attention in a meaningful way while the event is happening. 
  • “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.
  •  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.
  • 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
  • Content and social engagement for small businesses

    1. 1. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1 Introducing Advice Interactive Content & Social Engagement For Local Business 1
    2. 2. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2 01 About Me
    3. 3. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3 Who I Am I Work Side By Side With My Husband I am Originally From Pittsburgh (Go Steelers) I Love to Listen to Audio Books Mad Men is My Favorite TV Show Bernadette Coleman, CEO Advice Interactive I Am Active on Face Book, Twitter & LinkedIn Inc 500 2012 & 2013 Yrs & Maybe 2014 Passionate About Local Search – www.localsitesubmit.com
    4. 4. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4 The Local Landscape Most small business owners are aware that the local SEO landscape is changing rapidly, although most aren't aware how much it is changing.
    5. 5. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5 The Challenge It doesn’t have to be challenging if you know how to employ some creative ways to market your small or local business online and hit your targets.
    6. 6. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 The Local SearcherYour customers have the world at their fingertips, are fluent in search and know how to access information in a timely fashion (in fact, they demand it). Put simply, they expect relevant search results — now.
    7. 7. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 To effectively reach your consumers, the key is to develop and optimize a complete search presence so that you can be found where consumers live, work and shop: within their local markets. Local markets bridge the gap, from search to sales. In fact, a majority of consumers prefer to shop within 15 miles of their homes or places of employment.
    8. 8. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 A local strategy is something that marketers can no longer afford to overlook.
    9. 9. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 Let’s Look At Some TrendsTrend 1: Online search is the preferred method for information about local businesses. • The majority of local- business searches are conducted online, with 70 percent of consumers citing online sites as their primary sources. # Make sure you have a findable website.
    10. 10. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10 Let’s Look At Some TrendsTrend 2: Search engines are most popular, but they’re not growing as fast as other media. • While search engines comprise more than 60 percent of the online-search market share, non-search engines’ (e.g., social networks, mobile media, online directories, etc.) are outperforming search engines’ growth. • #Be on Social Media.
    11. 11. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 Let’s Look At Some TrendsTrend 3: Local searchers possess more potential in terms of post- search activities. • Following their online searches, local searchers are more likely than general searchers to contact businesses or to purchase from them. #Optimize For Local GeoKeywords
    12. 12. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12 Let’s Look At Some TrendsTrend 4: To develop a complete search presence, local businesses must consider every avenue. There are many paths to achieve a local-search presence. • Local sites (e.g., Citysearch, MapQuest, etc.) now claim two-thirds of local searches. • Thanks to Google Maps and Bing Maps’ continued expansion, local site searches continue to increase. #Build your local citations!
    13. 13. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13 Let’s Look At Some TrendsTrend 6: A diverse media mix must now include social and mobile marketing. • More age groups are adopting social and mobile media particularly due to smart- phones • Popularity of ratings, reviews and mobile browsers • Users are demonstrating a higher propensity to contact businesses and/or purchase from them after conducting online searches. #Be Mobile
    14. 14. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14 Mobile = Immediate NeedsMobile users are already outside their homes, looking for nearby businesses to fulfill their immediate needs. In other words, mobile users are serious about purchasing. #Be Mobile / Have a Mobile Website
    15. 15. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15 Ratings and ReviewsThe marketing shift has ushered in a growing importance on ratings, reviews and social networks, where peers are freely exchanging their opinions and are influencing purchase decisions. #Have a review plan in place
    16. 16. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16 Key Takeaways • Develop your search presence across various online platforms, from general search to social media. • Failure to do so could result in missing a major segment of your target consumers. • Consumers are searching with added frequency, if they can’t find you when (and where) it matters most could spell additional sales for your competition.
    17. 17. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17 I’ll Say it Again: ENGAGEMENTToday’s consumers are scattered across various sources, from traditional to interactive media. • The ability to choose the messaging they want to receive means consumers have more control of content than ever before. • All this has led to a fundamental shift in marketing: Consumers do not want to be advertised to; they want to be advised.
    18. 18. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18 Answer Your AudienceSocial media offers companies a unique opportunity to actively participate in the conversations surrounding their brands. Research shows that active participation is key: • Eighty-one percent of social networkers believe that it is important for local businesses to respond to questions and complaints on social sites. #Engage on Social Media
    19. 19. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19 Give Them SomethingSocial networkers demand a variety of information from businesses: • Seventy-eight percent want special offers, promotions and information about events. • Seventy-four percent place importance on regular posts about products. • Seventy-two percent value regular posts about companies. • Sixty-six percent want company photos.
    20. 20. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20 Did you know… 45 percent of consumers don’t have specific businesses in mind when conducting local searches? • In fact, more local-business searchers overall are beginning with general terms in their search queries, rather than categorical or business-name terms. • They have products/services in mind, but they aren’t sure where to purchase.
    21. 21. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21 That’s a huge untapped market bursting with potential. • If brands can optimize their local presence, the door is open for them to enter the consumer psyche during the research and search phases of the purchase process.
    22. 22. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22 Key Takeaway As the local-search industry continues to boom, consumers will demand • Improved search results with added relevance for their lives. • Want information faster. • Wants information that’s closer to home. • Within 15 miles of the consumer home or place of work is where sales happen. • They want you to engage and advise them! The time is now to start bridging the gap between your business and local customers.
    23. 23. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23 Old SEO • We bought links. • We Wanted to rank #1 for keywords. • We Wrote thousands of words with targeted keywords in the anchor text. • We posted keyword rich blogs on our sites. • We spammed social bookmark pages without any consideration of user engagement. • A good commercial website was one with a shopping cart • A good customer experience was one that gave you a sale
    24. 24. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24 What Do You Need Today? • An optimized organic ranking. • A user-friendly website. • A local-listings-management tool. • A social-networking presence. • A mobile website and/or app. • Clean Citations & Listings www.localsitesubmit.com • Engaging Content
    25. 25. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25 What You Need Onsite For Local Include City/State in the Title Tags City/State in H1 Headings City/State in URL (Especially the Location Landing Page) City/State in Alt Tags City/State in Meta Descriptions City/ State in Content (Duh!) Embed a Google Map Pointing to your Google + Local Page NAP is The Key Use Schema Markup on Location Landing Page NAP
    26. 26. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26 Use Schema Markup! Onsite Business Name Business Address City State 75013 972-363-3612 Hours Of Operation Mon-Fri: 7:00am to 6:00pm Saturday: 12:00pm to 5:00PM Sunday: Closed
    27. 27. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 27 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 27 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 27 No Tracking Numbers! Always Use a Local Phone Number!
    28. 28. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28 New SEO The things that will work to increase rankings are; • Good quality content that delivers value. • Excellent online visitor experience in terms of ease of use, content and navigation. • Being talked about on the web, social media sites and blogs. • Having your content reshared on the web. • Businesses that have a strong social component that engages. • Businesses that stay current and generate consistently fresh content. • Businesses that offer trust and authority Today, the quality of your data and how often your data is referenced becomes a new and perhaps more accurate indicator of trust and authority. CONTENT IS STILL KING!
    29. 29. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 29 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 29 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 29 Add Some Local Content Ideas • Make your Blog a Local Destination • Stop Talking About Yourself and Blog About Your Community • Sponsor Local Events (Good for link building) • Create Local Event Guides • Create a Local Resource Directory • Interview Local Figures & Link to that Content
    30. 30. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30 Post good content and the followers will come. It's an edict of nature.
    31. 31. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 31 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 31 Give The Best That You Can Take a few minutes every day to post stimulating, engaging content that: • provokes • questions, • humors, • and causes engagement.
    32. 32. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 32 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 32 If You Have Nothing Grand To Share Then share someone else's! If You Have Nothing Grand To Share Then share someone else's!
    33. 33. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 33 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 33 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 33 Speak Out • Make a bold comment on a local social issue that is in the back of everyone's mind. • Take a stand. • Give or Share 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.
    34. 34. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 34 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 34 Web content is no longer primarily about written content. Visual content including images, infographics, and videos are also becoming increasingly popular.
    35. 35. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 35 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 35 Today, 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.
    36. 36. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 36 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 36 Why Is Great Content Important?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. Remember- Symantec Search is here to stay!
    37. 37. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 37 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 37 Why Is Great Content Important? 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. Remember, Quality content is much more sharable. Social Media is now the number one reason why people use the internet, Creating content people enjoy enough to share with their friends presents an enormous potential.
    38. 38. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 38 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 38 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.
    39. 39. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 39 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 39 How to Create Engaging ContentDiversify your content Cover a wider range of mediums. Images, infographics, streaming videos and auditory content can all help to make your content more interesting.
    40. 40. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 40 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 40 Balance is Important Create A Publishing Schedule But don’t fall into the trap of posting too much without doing your research.
    41. 41. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 41 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 41 Remember to consider how your audience consumes content. Use each suggestion accordingly. This Is My List Of Engaging Content Ideas
    42. 42. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 42 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 42 • 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 TIP: As they spread news about the interview, they create backlinks, boosting your blog’s authority with search engines. See how that works?
    43. 43. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 43 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 43 Stories and Antidotes Special and unique content comes when sharing real life stories and experience.
    44. 44. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 44 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 44 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 44 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.
    45. 45. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 45 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 45 Not All Contests and Giveaways Win
    46. 46. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 46 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 46 FAQ’s • 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.
    47. 47. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 47 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 47 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…
    48. 48. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 48 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 48 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.
    49. 49. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 49 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 49 Complete Lists Distinguished 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
    50. 50. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 50 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 50 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.
    51. 51. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 51 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 51 How To Articles Tip: “how-to”–related searches represent a major segment of search-query volume. • How-to articles are a staple of the Internet, and this content type even has its own dedicated sites, like eHow and wikiHow. • Create your how-to and step-by-step articles in text, images, video, or other asset types. • Social: People contribute to the conversation via wikis or comments.
    52. 52. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 52 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 52 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.
    53. 53. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 53 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 53 Quizzes, Polls and Surveys • Quizzes for your audience is 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.
    54. 54. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 54 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 54
    55. 55. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 55 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 55 Live Video & Hangouts Use Ustream, Google Hangouts, or other live video services to broadcast content. Create a live discussion format with your audience.
    56. 56. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 56 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 56 Case Studies • 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.
    57. 57. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 57 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 57 Research and Statistical Data 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.
    58. 58. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 58 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 58 Scoops or Exclusive Announcements Being first with a great story or “News Jacking” a great story can be a tremendous advantage. 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
    59. 59. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 59 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 59 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 59 What is News Jacking You Say?
    60. 60. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 60 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 60 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 60
    61. 61. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 61 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 61 EXAMPLES OF REAL TIME REACTIONS & ENGAGEMENT FOR THE ROYAL BABY
    62. 62. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 62 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 62 62
    63. 63. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 63 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 63 63
    64. 64. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 64 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 64 64
    65. 65. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 65 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 65 65
    66. 66. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 66 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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.
    67. 67. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 67 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 67 Images and Image Channels • Showcase entire galleries or photo channels on social Media 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.
    68. 68. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 68 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 68 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 68 Photos Are Worth a Million Likes Photos are the primary type of content posted and shared on Facebook. According to March 2014 research published on eMarketer, photos accounted for 75% of content posted by Facebook pages worldwide.
    69. 69. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 69 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 69 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.
    70. 70. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 70 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 70 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.
    71. 71. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 71 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 71 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.
    72. 72. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 72 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 72 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.
    73. 73. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 73 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 73 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…
    74. 74. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 74 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 74 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
    75. 75. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 75 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 75 Glossaries • Informative content • Rank well in search • Glossary terms on a single page • Create unique pages for expanded definitions • SHARE IT!
    76. 76. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 76 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 76 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. Create Downloadable Assets • Screen savers • Plug-ins • Ebooks • Create a circle • Excel spread sheet (with a formula)
    77. 77. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 77 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 77 Write Down Ideas 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. • As you are going through your daily tasks, • reading your industry blogs, • conversing with others in your industry,
    78. 78. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 78 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 78 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 78 And That’s Not ALL! Prepare for My Fast & Furious Engagement Tips…
    79. 79. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 79 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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
    80. 80. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 80 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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.
    81. 81. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 81 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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.
    82. 82. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 82 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 82 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 88 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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.
    89. 89. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 89 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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
    90. 90. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 90 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 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.
    91. 91. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 91 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 91 Q&A 91

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