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Content and social engagement with a real time flavor

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Real Time Content Marketing and Social Media Engagement is the new way to communicate online. This presentation defines how Advice Interactive Group uses content and social media where they connect, to meet business goals and satisfy users’ needs. Their CEO, Bernadette Coleman will explain how they had to learn how to produce meaningful, beautiful, obsessive content that changed the game for their company and can for you too. Let Bernadette give you a deeper look into the new face of search and how marketers can create quality engaging content that both people and the search engines will love.

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Content and social engagement with a real time flavor

  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 With a Real Time Flavor 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 Connect With Me
  5. 5. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5 What You Don’t Know About Me • I wrote my first blog in April 2013
  6. 6. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 Why Am I Telling You This? – 6 Months
  7. 7. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 7 So lets talk about Social Media. This new way to communicate has changed lives for the better, opening eyes to new things and creating social consciousness.
  8. 8. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 Before I Begin • Content & Social Media Engagement Today
  9. 9. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 9
  10. 10. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10
  11. 11. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 Given Us a Voice Social media has provided a soapbox and voice for many as well as helped us find others who share our interests and beliefs.
  12. 12. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12 12
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  20. 20. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20 • Someone doesn’t answer your email, like a post, or reply to a tweet in minutes, we think something is wrong
  21. 21. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21
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  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 What’s Driving The Need For Speed?
  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 What is Real Time Content? • Now: unexpected opportunities –Breaking news and live events –Social mentions • Near now: expected opportunities –“Scheduled news” (research, data release, etc.) –Industry events (e.g., conferences, tradeshows) • Future now: created opportunities –News and data you make yourself –Memes
  30. 30. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30 It's all about now! It's all about REAL TIME!
  31. 31. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 31 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 31 Blogs Articles Sites Press Releases Forum posting Commenting Directories But That’s Not How it always was…
  32. 32. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 32 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 32 Outsourcing Was Easy Hello, Greetings for the day! "Please accept my apologies for writing this email without your prior permission." I am Riya Sen Business Development Executive; it’s a pleasure to make your acquaintance. Would you be interested in outsourcing SEO, Link Building, Web design, Web and software Development, Mob Design Services to us?
  33. 33. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 33 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 33 33
  34. 34. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 34 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 34 RANKINGS
  35. 35. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 35 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 35 What The Heck Was Going On?
  36. 36. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 36 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 36 36
  37. 37. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 37 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 37 37 Problem # 1 We were the “jack-of-all- trades, master-of-none”
  38. 38. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 38 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 38 Problem #2 Problem # 2 We have content performance issues. Mediocre content Content not reaching customers Content we didn’t measure
  39. 39. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 39 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 39 Problem #3Problem # 3 We had lots of content, but no audience AND no engagement We forgot to; • Consider our audience • Create a content plan • Engage and promote
  40. 40. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 40 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 40 Note to Self… If you are creating content and don’t have an audience or an engagement plan yet, please stop creating content! (you may want to repeat that in your head).
  41. 41. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 41 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 41 41
  42. 42. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 42 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 42 42 Act in the Moment, Plan in Advance
  43. 43. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 43 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 43 The Plan It wasn’t a pretty picture! • Key word stuffing • Duplicate content • Bad links
  44. 44. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 44 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 44 Figure out what we wanted to say…
  45. 45. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 45 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 45 Get It Done! Make more realistic plans for getting it done!
  46. 46. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 46 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 46 Seems Simple and Yet.. IT’S STILL SO DARN HARD, ISN’T IT?
  47. 47. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 47 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 47 So why were we finding content such a problem?
  48. 48. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 48 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 48 Why? BUT, OUR CONTENT was STUCK! content is the experience! You can tell good content from bad by focusing on the experience it creates!
  49. 49. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 49 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 49 And… OUR CONTENT SUCKED! we’re not focusing on things like purpose, process, intended use, and the needs of our audience.
  50. 50. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 50 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 50 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 50 So… So instead of incentivizing real engagement and increasing overall lifetime value, we’re simply rewarding our teams for producing more and more and more content.
  51. 51. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 51 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 51 Back To The Drawing Board We had to learn how producing meaningful, beautiful, obsessive content can substantially change the game for our company.
  52. 52. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 52 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 52 We had To Learn • How Google is penalizing websites • Why creative content is valuable • Why engaging humans (not robots) is the new measure of on-line success • How to create content that engages humans • How to track it
  53. 53. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 53 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 53 We had To Learn How To… • Contribute to the conversation • Share in the mutual interests of the community • Gear to our targeted market • Tell a part of the larger story • Distribute actively and strategically, to build a successful campaign
  54. 54. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 54 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 54 We Had To Learn How To… • Better understand our client • Use active participation and interaction • Consider our audience • Distribute via Social Channels • Start real time Information sharing –By collaboration and –By engagement
  55. 55. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 55 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 55 We had to Learn About Engagement Engaging humans is harder than tricking algorithms.
  56. 56. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 56 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 56 We 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.
  57. 57. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 57 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 57 We had to Learn Purposed Content
  58. 58. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 58 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 58 We had To Define The Message Craft a message that will contribute to a larger story, We had to begin with the end in mind.
  59. 59. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 59 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 59 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?
  60. 60. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 60 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 60 Post good content and the followers will come. It's an edict of nature.
  61. 61. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 61 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 61 Give The Best That You Can Take a few minutes every day to post stimulating, engaging content that: • provokes • questions, • humors, • and causes engagement.
  62. 62. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 62 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 62 If You Have Nothing Grand To Share Then share someone else's! If You Have Nothing Grand To Share Then share someone else's!
  63. 63. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 63 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 63 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 63 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.
  64. 64. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 64 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 64 Web content is no longer primarily about written content. Visual content including images, infographics, and videos are also becoming increasingly popular.
  65. 65. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 65 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 65 The New Face Of Content Content that both people & search engines will love…
  66. 66. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 66 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 66 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.
  67. 67. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 67 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 67 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!
  68. 68. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 68 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 68 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.
  69. 69. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 69 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 69 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.
  70. 70. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 70 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 70 How to Create Engaging Content • 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. • Gone are the days of publishing large amounts of poor quality content and using automated article submission tools. Good habits can make a great deal of difference.
  71. 71. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 71 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 71 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.
  72. 72. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 72 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 72 Balance is Important Create A Publishing Schedule But don’t fall into the trap of posting too much without doing your research.
  73. 73. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 73 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 73 Remember to consider how your audience consumes content. Use each suggestion accordingly. This Is My List Of Engaging Content Ideas
  74. 74. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 74 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 74 • 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?
  75. 75. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 75 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 75 Stories and Antidotes Special and unique content comes when sharing real life stories and experience.
  76. 76. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 76 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 76 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 76 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.
  77. 77. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 77 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 77 Not All Contests and Giveaways Win
  78. 78. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 78 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 78 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.
  79. 79. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 79 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 79 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…
  80. 80. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 80 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 80 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.
  81. 81. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 81 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 81 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
  82. 82. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 82 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 82 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.
  83. 83. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 83 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 83 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.
  84. 84. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 84 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 84 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.
  85. 85. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 85 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 85 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.
  86. 86. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 86 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 86
  87. 87. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 87 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 87 Live Video & Hangouts Use Ustream, Google Hangouts, or other live video services to broadcast content. Create a live discussion format with your audience.
  88. 88. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 88 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 88 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.
  89. 89. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 89 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 89 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.
  90. 90. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 90 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 90 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
  91. 91. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 91 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 91 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 91 What is News Jacking You Say?
  92. 92. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 92 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 92 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 92
  93. 93. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 93 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 93 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 93 Here Is a Great Example Of NewsJacking • 1) Google released the Knowledge Graph • 2) A blog was quickly written about the Knowledge Graph , explaining what inbound marketers should know about the new release and its impact on organic search results. • 3) The post generated double digit inbound links, and improved the organic search rankings -- especially for queries related to Google's Knowledge Graph • 4) The post has also driven thousands of visitors to the blog and main website, due to not just the organic search visibility gained from writing the content, but because of the hundreds of social shares the post received. After all, everyone wants to be the first to break industry news on Twitter, Facebook, LinkedIn, and Google+! • 5) Because you should always include calls-to-action in our blog posts, newsjacking this story also generated leads for sales. • 6) The Company’s credibility increases as they prove to their audience that they always stay up to date on important industry news.
  94. 94. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 94 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 94 EXAMPLES OF REAL TIME REACTIONS & ENGAGEMENT FOR THE ROYAL BABY
  95. 95. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 95 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 95 95
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  97. 97. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 97 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 97 97
  98. 98. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 98 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 98 98
  99. 99. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 99 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 99 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.
  100. 100. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 100 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 100 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.
  101. 101. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 101 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 101 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 101 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.
  102. 102. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 102 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 102 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.
  103. 103. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 103 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 103 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.
  104. 104. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 104 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 104 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.
  105. 105. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 105 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 105 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.
  106. 106. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 106 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 106 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…
  107. 107. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 107 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 107 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
  108. 108. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 108 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 108 Glossaries • Informative content • Rank well in search • Glossary terms on a single page • Create unique pages for expanded definitions • SHARE IT!
  109. 109. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 109 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 109 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)
  110. 110. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 110 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 110 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,
  111. 111. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 111 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 111 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 111 And That’s Not ALL! Prepare for My Fast & Furious Engagement Tips…
  112. 112. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 112 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 112 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
  113. 113. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 113 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 113 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.
  114. 114. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 114 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 114 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.
  115. 115. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 115 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 115 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 115 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.
  116. 116. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 116 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 116 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 116 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.
  117. 117. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 117 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 117 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 117 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.
  118. 118. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 118 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 118 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 118 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.
  119. 119. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 119 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 119 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 119 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.
  120. 120. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 120 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 120 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 120 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.
  121. 121. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 121 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 121 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.
  122. 122. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 122 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 122 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
  123. 123. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 123 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 123 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.
  124. 124. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 124 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 124 Q&A 124

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