How to Create High Quality Content


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Regularly publishing quality content is the most effective SEO strategy a small business can follow.

This presentation explains how to start thinking like a publisher, and begin to promote your business through blogging, infographics, and other popular media.

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How to Create High Quality Content

  1. 1. How to Create High Quality Content Marketing for Professionals and Small Business Presenter: Doug Hay, CEO Dead Simple Internet Marketing Series™
  2. 2. Presenter: Doug Hay • Early adopter of Internet marketing & social media • 30 year marketing veteran • Sought after speaker - presented at local, regional and national conferences • Lectured at two universities for the Sales & Marketing Executives program
  3. 3. Presentation Q & A Ask for Slides Agenda 1 2 3
  4. 4. Our Services For Small/Medium Biz • Website design & programming • Social Media consulting, implementation & training • Small business SEO – Search Engine Optimization: Keywords, link building & content creation. • Press release writing, optimization and reporting • Blog set up, strategy, and training • Email programs • Online reputation management • Video production & marketing • Staff training Ask for a complementary consultation
  5. 5. Doug Hay Direct: 250-756-0306 Toll Free: 877-226-3823 Free Internet Marketing Analysis More Sales? More Leads?
  6. 6. Dead Simple Social Media Series • Social media overview • Blogging • Google+ • Facebook • Twitter • Pinterest • LinkedIn • Using a Dashboard • Content Marketing
  7. 7. Social Media: Describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people. - Brian Solis, author
  8. 8. ―A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. ―As a direct result, markets are getting smarter— and getting smarter faster than most companies.‖ Book: Cluetrain Manifesto Read the book for Free
  9. 9. Social Media is for Leads and Sales Source: State of Inbound Marketing Report -
  10. 10. Content marketing is the creation and publishing of quality, meaningful and distinctive content for the purpose of generating discussion, growing a following and developing a social presence now expected by the search engines.
  11. 11. Survey: Effectiveness of top SEO tactics. SEO – Search Engine Optimization
  12. 12. ―Content Marketing is all the marketing that’s left.‖ - Seth Godin
  13. 13. Universal SearchGoogle Universal
  14. 14. More than eight out of ten companies surveyed said they were using some type of content marketing to better engage with potential and existing clients. ―The future of marketing is not about selling so much as it is about engaging. This is what resonates with customers and why marketers have embraced content marketing in such large numbers." Source: Survey, conducted by HiveFire
  15. 15. Brand Brand Brand New Marketing Brand Brand Brand Brand Brand Brand
  16. 16. ―Those who insert themselves into as many channels as possible look set to capture the most value. ―They’ll be the richest, the most successful, the most connected, capable and influential among us. ―We’re all publishers now, and the more we publish, the more valuable connections we’ll make.‖ -Pete Cashmore, Founder of Mashable
  17. 17. A word about reputation management: People interested in your products or services will go to the Internet to check you out. Do you like everything on page 1 an 2 about you on Google?
  18. 18. ―You can buy attention (advertising). ―You can beg for attention from the media (PR). ―You can bug people one at a time to get attention (sales). ―Or you can earn attention by creating something interesting and valuable and then publishing it online for free.‖ –David Meerman Scott, Best-Selling Author & Speaker
  19. 19. People buy from people they like and trust. What better way to gain trust than being a source of quality content that your readers trust.
  20. 20. 55% of consumers said they would be more apt to buy another product from a company who provides them with custom content. 68% like custom content because it’s tailored to their interests. - Custom Content Council
  21. 21. Social networks thrive on good content
  22. 22. Level of effectiveness in achieving marketing objectives, by content Type
  23. 23. Email Integrated Marketing Strategy Social Media Blog Offline Marketing Web Site
  24. 24. Content is King Search Engines Search engines will crawl your website more often if you have a website/blog which is updated regularly
  25. 25. Research Goals Content Strategy Create Content Publish Engage Click thru to website
  26. 26. Content Marketing for Small-Medium Business Success
  27. 27. 12 Action Items
  28. 28. 1. Your Website
  29. 29. Conversion? Visitors did what you wanted them to do: • Made a purchase • Enrolled • Downloaded content • Called for an appointment
  30. 30. Turn website visitors into leads which leads to prospects which leads to sales.
  31. 31. Landing Pages • Clear Offer • Strong headline • Compelling copy • Benefits • Call to action
  32. 32. Stress Benefits •Deliver what the user needs and wants using benefits. •They will leave a page in seconds if they don’t find what they are looking for.
  33. 33. Skip The Clichés • An expression so often used that its original power has been drained away • Bad: ―Best in class services‖. • Good: ―Free Blackberry tutorials for beginners‖
  34. 34. Trust Factors (Badges)
  35. 35. Gain Prospect’s Trust
  36. 36. Clients We’ve Worked With
  37. 37. 2. Blog
  38. 38. Blogging Attracts More Visitors
  39. 39. Blogging Generates Leads
  40. 40. 3. Email Newsletter
  41. 41. Newsletter Benefits • Controlled 100% by you • An email campaign will educate customers & prospects • Gives pre-release offers to enhance sales • News of interest to your audiences • High ROI
  42. 42. “…when a group of small-business owners were recently asked which marketing activities they find most effective, 83 percent had email marketing at the top of their lists. “Email remains the preferred method of communication among consumers.” - Open Forum from American Express
  43. 43. “85% of internet users use email, vs. 62% who use social networking” - Study by Ipsos
  44. 44. Daily High Quality Content
  46. 46. 4. Testimonials
  47. 47. Case Study: User Reviews User-Generated Content: Organic search up 10%, conversion up 125% with rich product reviews The reviews also brought the following results in Q4 2011: - 125% higher conversion rate for visitors who interacted with them - 157% higher time-on-site for visitors who interacted with them - 111% higher page-views-per-visit for those who interacted with them Source: Marketing Sherpa, Coffee For Less
  48. 48. 5. Video
  49. 49. You Tube • Over 4 billion views daily • 3rd most popular website on the Internet • How to is popular • Humor • Doesn’t need to be a Hollywood production Image credit: Blendtec
  50. 50. 6. Online News Releases
  51. 51. 7. Case Studies
  52. 52. 8. White Papers
  53. 53. 9. How To Articles
  54. 54. 10. E-Book
  55. 55.
  56. 56. 11. Media/ Press Room (Section of Website)
  57. 57. facebook-pages-2012-winners/
  58. 58. 12. Micro Blogging
  59. 59. More Ideas for Content • Guest blogging • Webinars • Books & audio books • Infographics • Speaking engagements • Mobile Aps • Podcasts • Video blog • Market research – published • Social media networks • Screencasts (step-by-step instructions)
  60. 60. Website Blog Newsletter Articles Press Releases Video Audio
  61. 61. Think Like a Publisher
  62. 62. Editorial Plan • Determine content to be created • Ensure keyword research is done • Assign it someone or outsource it • Set up a calendar to track it • Do a monthly review of the targets done and results e.g. keyword ranking results would influence future content creation around certain keywords • Repeat
  63. 63. The more quality content you create and publish…
  64. 64. …the more business you will get.
  65. 65. Takeaways Create an editorial calendar Do your homework Get the content created Monthly review & adjust Get it published – website and more Repeat successful actions
  66. 66. Doug Hay Direct: 250-756-0306 Toll Free: 877-226-3823 Free Internet Marketing Analysis More Sales? More Leads?
  67. 67. Copyright Notice All materials contained in these presentations are protected by Canadian and United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Doug Hay. The names of actual companies, products or images mentioned herein may be the copyright or trademarks of their respective owners.