TIMING 1. News spurs Searches
(Marketing in a Recession) 2. Local News spurs Local Searches (Electrical fire destroys Indy home) 3. Events (Online Marketing Summit, May 2009) 4. Just in time (How to avoid the conficker virus)
RELEVANCE 1. What’s the question?
2. What’s the answer? 3. What’s the benefit to my reader? 4. Avoid first person, talk about your customer 5. Use keywords effectively
CONTENT • Use white space
effectively • Bold important terms • Use bulleted lists • 1 to 2 sentences per paragraph • Use images
IMAGE USE • People don’t
read, they scan • People don’t remember words • People remember images • Images enhance the message
CONVERSION • Opportunities for engagement
IN the post will perform well. • Lead customers into Search engagement: • “If you’d like to discuss this further” Click • “Check out our product page” Read • “This is just an overview, be sure to check out our demo” Convert
REWARD • Ensure the reader
understands the benefits of engagement. • Leave the reader with knowledge they can use. • Even provide an incentive.
ANSWERS • 1 Post =
1 Topic • Did your content answer the question? • Did your content reflect the post title? • Giving information does not mean giving up business