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How To Create Content That Earns Engagement, Trust and Loyalty For Your Brand

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Rise above the content glut by learning how to create and share the types of content your customers crave, and that helps make your business goals more attainable. Also, you'll gain a clearer picture of how proper goal-setting works, what to do when you don't have the benefit of time and how to set your brand up for long-term content marketing success. | Ronell Smith

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How To Create Content That Earns Engagement, Trust and Loyalty For Your Brand

  1. 1. @Ronell SmithRonell Smith
  2. 2. 2014: It all CHANGED
  3. 3. How-to posts
  4. 4. In-depth evergreen articles
  5. 5. http://www.therecipeforseosuccess.com.au/seo-small-business-interview-rand-fishkin/ Interviews of influencers
  6. 6. Traffic Conversions Website numbers after 45 days
  7. 7. Engagement is a bad choice for a goal.
  8. 8. How can this be? WCG
  9. 9. The struggle is real Forrester
  10. 10. 96% of B2B content marketers flopping!
  11. 11. Engagement should be a goal; it shouldn’t be the goal.
  12. 12. Using engagement as a core metric is an excuse for being unwilling to identify why your site exists. – Avinash Kaushik, Google
  13. 13. Spy on content popularity and type
  14. 14. Peruse Google for additional details
  15. 15. Find links to popular content
  16. 16. Why brand trust is essential
  17. 17. Taking trust to the extreme
  18. 18. Positive ubiquity
  19. 19. I’m here for you. Don’t make this creepy.
  20. 20. Steve Jobs humanized the iPhone launch
  21. 21. Allstate makes buying insurance interesting
  22. 22. Blendtec’s CEO excited us about a boring product
  23. 23. Opportunities beyond the top 10 YouMoz
  24. 24. Brand bias can work for your brand
  25. 25. Making it work for your brand…macinhery image Make Trust Work For Your Brand
  26. 26. Weekly videos
  27. 27. Podcasts with influencers
  28. 28. Use staff expertise on social media
  29. 29. Whatchu talkin’ ‘bout, Ronell?
  30. 30. Where the journey typically begins
  31. 31. Yawn…
  32. 32. P.O.U.N.D POUND
  33. 33. Network diffusion at work
  34. 34. Old Way: BUILD links to CONTENT Comdata SVS Link Link Link Link Link Link Link Link Website Content Link
  35. 35. New way: SHARE content to RELEVANT social streams Links Content Website Content Links Links Links Content Content Content
  36. 36. Content Loyalty: The Prize We Should All Be Fighting For
  37. 37. The shortest path to a sustainable content strategy is to create content loyalty. —Matthew J. Brown, Moz
  38. 38. Your time is limited
  39. 39. A social hit buys you a little more time
  40. 40. Your opportunity Parse.ly
  41. 41. Vulture’s magic number: 5X Chartbeat
  42. 42. Content attributes that lead to loyalty
  43. 43. Hubspot
  44. 44. The bad news is the good news: It’s a 12- 17 month process
  45. 45. The majority of brands will continue to crash and burn because they lack the consistency or the patience to build a loyal audience. — Joe Pulizzi, Content Marketing Institute founder Content Marketing Institute
  46. 46. Begin with a CONTENT AUDIT
  47. 47. You CAIN’T be serious!
  48. 48. An in-depth process Mike King Content Audit Template
  49. 49. Calculating content ROI Content ROI Calculator
  50. 50. BuzzSumo
  51. 51. BuzzSumo
  52. 52. A simplified but valuable approach
  53. 53. Moz Content
  54. 54. Moz Content detailed info
  55. 55. Moz Content topics data
  56. 56. Moz Content’s Content Search
  57. 57. There no “I can’t!”
  58. 58. Tools • Open Site Explorer • BuzzSumo • Moz Content
  59. 59. @Ronell Smith Ronell Smith

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