Content Marketing for your Business

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Presentation and workshop for building a content marketing strategy for your business.

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Content Marketing for your Business

  1. 1. ©Elucidate 2010 Social Media and Conversation Marketing –Writing for the web Eoin Kennedy 24 April
  2. 2. ©Elucidate 2010
  3. 3. Eoin Kennedy • 18 years communications experience. • Current chair IIA SMWG. • Freelance consultant • Knudger.com & PledgUp.com • PRII, MII, UCD, H Dip. • www.Congregation.ie • Elucidate
  4. 4. ©Elucidate 2010 Mobiles off or silent Exercise Discussion Actions
  5. 5. ©Elucidate 2010 Agenda •  Introductions •  Trends •  Strategy •  Audience •  Channels •  Content Creation –  Types content –  Stacking content –  Editorial calendar –  Content guidelines –  Curation/UGC •  SEO •  Sharing content/Earned •  Measurement
  6. 6. ©Elucidate 2010 Trends • Interruption Marketing Decline. • Inbound marketing. • Brand Journalism. • Paid for Visibility. • X5 Promotional Effort. • Ever Green Content/Repurposing. • Blurring of Own, Earned & Bought. • Content Marketing Cross posting. • Negative SEO and Guest Blogging. • Curation Works. • Social Proof Matters. • Increased automation. • Google authorship. • Findability, Engagement, Shareability.
  7. 7. ©Elucidate 2010 Inbound Marketing “Establishing yourself as authority, offering useful advice over time, so you’re the first one they think of when ready to buy.” Sticky Marketing Club Hubspot.com
  8. 8. Why content marketing Not  about  selling   Helpful  &  Informa5ve   Happy  to  share   Happy  to  endorse   Socially  validated   Tell  your  story   Drive  higher  quality   traffic   Leadership/Authority   posi<oning   Rela<onships  built  on   trust.   SEO  ranking   Builds  Loyalty   Word  of  mouth   BeGer  Customer   understanding   Creates  connec<ons   Engagement  
  9. 9. ©Elucidate 2010 Brand Journalism • http://www.coca- colacompany.com • Lifestyle Magazine • Included branded content
  10. 10. ©Elucidate 2010 Repurposing Content • http://www.inthecompanyofhuskies.com/blog/our-news/how-to-save-your- organic-reach-on-facebook/
  11. 11. ©Elucidate 2010 Content Marketing is Older than Advertising Photo courtesy of jimduell(CC ShareALike)
  12. 12. Think real world
  13. 13. Storytelling The  Boyhood  of  Raleigh.  Sir  John  EvereG  Millais  
  14. 14. Twitter Story Telling
  15. 15. Listening Image:  prusamarke-ng.com  
  16. 16. Think Strategic http://www.verticalmeasures.com
  17. 17. Research  &   comparison   Purchase   Hubspot.com • Draw them • Become them
  18. 18. Exercise 1 Post up your buyer personas? Ideally a pencil picture and some data from: • Background & Demographics • Goals & Challenges • Quote & Objections • Marketing • (include groups and likes) Hubspot.com
  19. 19. Facebook •  2.3 m Irish FB profiles •  1.7 m mobile •  280 friends average •  120k over last 6 months •  59% •  Like 79 average pages. •  70% Irish business. •  Monday •  T & Cs. IPSOS MRBI
  20. 20. Facebook Analytics Great ability to track users User trends; time of visit Demographics Weekly update of user activity on page
  21. 21. Facebook Newsfeed Algorithm •   7%  reached   •   Alogorithm   •   Promoted  post   •   Nega<ve  Feedback  
  22. 22. Twitter * Ipsos MRBI Ref: Eight Twenty Irish Independent • 27%   • 160  tweets   • Wednesday   • Poli<cs  &   Sport   • 10-­‐11pm  
  23. 23. LinkedIn •  700K + Irish LinkedIn Profiles •  23% •  Linked in growing x3 faster than FB •  Average user is 35 to 44 living in Dublin AB social class •  Surface content in groups •  Use to grow Twitter
  24. 24. Google+
  25. 25. Flickr & Pix.ie & Pinterest • Photosharing sites • Great for broadening • your digital footprint • Don’t tell. Show. • Great for user generated content which can be reintegrated into your website. Eg. Guinness Storehouse
  26. 26. YouTube Second biggest search engine 1.3 Million Irish users in 2010 400 million views per month Think how you can make sticky video content, eg. Bacardi Ireland
  27. 27. Boards.ie • 400k. • Threads & Forums. • Talk to. • Non Commercial. • Transparent.
  28. 28. Facebook, Foursquare & Location • 1% Foursquare • Great scope for promotions • Reward regular customers • Users recommend according to location
  29. 29. SlideShare • PowerPoint Presentations. • Add key components of release. • Add video, music and photos. • Tell the story. • Share.
  30. 30. Recommendations TripAdvisor & Yelp & Louder Voice Use your fans to tell their friends about how great you are. All about incentivising
  31. 31. Wikipedia • 6th most visited. • 365 million readers • 22 million articles • 100,000 editors • WikiProject Ireland • Search Ranking = Key
  32. 32. Wikipedia
  33. 33. Blogs Your own online presence Free software & hosting makes it easy to set up and manage •  Wordpress •  Blogger •  Tumblr
  34. 34. Live Demo http://eoinkennedy.ie/blog/wp-admin/
  35. 35. Great Irish Blogs • www.spiderworking.com • Tips • How to guides • Lots of simple multimedia • www.razorsocial.com • Tools expert • Guest blogging/mega group blogs • Auxillary services
  36. 36. Great Irish Blogs • www.wholesome.ie • Lidl advocate • Book published • http://doneganlandscaping.com/blog/ • Publishes actual work • Evolved Podcast • Avid twitter
  37. 37. ©Elucidate 2010 Blogging Tips • 5 hr per post • Content length matters • More links, shares, ranks • 750 words • Less but quality • Readable.
  38. 38. ©Elucidate 2010 Blogging Tips • Tools • Analytics http://www.google.com/analytics/ • Domain Authority • Moz http://www.opensiteexplorer.org • https://socialcrawlytics.com • Keyword research • http://tools.seochat.com/tools/related-keywords-tool/
  39. 39. Exercise 2 What platforms work best for your customers? What is your domain authority? Find an associated influential blog you could guest post on? Find the keywords for you sector and audience? http://tools.seochat.com/tools/related-keywords-tool/ https://adwords.google.com
  40. 40. Content Brain Storming Ideas • Read books. • Company/Customer Group Brainstorm. • Invest in self-development. • Question basic assumptions. • Take a contrarian view. • Create a story. • Interview others. • Social networking. • Keyword Analysis.
  41. 41. ©Elucidate 2010 Content Marketing Types Formats   Types   Blog  Posts   Lists   Guest  Post   How  to     E-­‐books   Cura<on   Email  NewsleGers   FAQs   PowerPoint  Presenta<on   Data/Stats   Podcasts   Excerpted  Content   Standard  Videos   Newsjacks   Micro-­‐videos  (Vine)   MegaGroups  Post   Social  Media  Posts   Live  Presenta<ons   Webinars   White  Papers   Infographics  
  42. 42. Exercise 3 Name type content that matches consumers and ability. 10 ideas for things you could post about.
  43. 43. ©Elucidate 2010 Content Funnel Pitch  =  idea   Planned  =  date   Assigned  =  who   Dra`  without  Image   Pending  review   Final  Review   Published  
  44. 44. ©Elucidate 2010 Content Calendar http://www.convinceandconvert.com/social-media-strategy/how-to-build-a- content-calendar-plus-a-free-template-for-2014/ http://www.convinceandconvert.com/social-media-strategy/how-to-build- a-content-calendar-plus-a-free-template-for-2014/
  45. 45. Exercise 4 Produce an outline 12 month editorial calendar. Present it.
  46. 46. ©Elucidate 2010 Web users scan, they don’t read
  47. 47. ©Elucidate 2010 How people read websites Jakob Nielsen, F-Shaped Pattern For Reading Web Content. Available from http://www.useit.com/alertbox/reading_pattern.html (19 March 2009)
  48. 48. Writing good content 1 Focused Keywords 2 Open strongly 3 Be lively and entertaining 4 Write well 5 KISS (Keep It Short and Sweet) 6 Think visually 7 Stay current 8 Be accurate 9 Make your content easy to navigate 10 Be paranoid about proof reading 11 Be obsessed with data Pat Wootton, PromptProofing.com
  49. 49. ©Elucidate 2010
  50. 50. ©Elucidate 2010 Content – Placement and Length •  Place content in a prominent position •  Large enough font size to be read easily •  People prefer to click, rather than scroll •  Keep pages to two screens/scrolls or less •  Break content into subsections, and link – but don’t overlink •  Align your content left!
  51. 51. ©Elucidate 2010 Keep a consistent style across your website •  Page layout •  Images •  Navigation •  Content •  Tone/Voice Consistent Style
  52. 52. ©Elucidate 2010 www.elucidate.ie   •  Use headings that are descriptive, of 4-8 words •  Keep word count short: –  8-20 words per sentence –  3-10 sentences per paragraph –  300-500 words in total •  Provide 20 word introduction, if needed •  Use bullets, paragraph breaks & •  sub-headings •  Provide links to internal and external related content pages, especially at the end of an article Rules of Thumb Rutgers, Web Toolkit and Resources – Web Writing Tips. Available from http://toolkit.rutgers.edu/web_writing.shtml (19 March 2009)
  53. 53. ©Elucidate 2010 Make It Active •  Avoid the passive tense •  Consider the call to action of the website on all pages •  What do you want potential customers to do?
  54. 54. ©Elucidate 2010 Make It Active Rutgers, Web Toolkit and Resources – Web Writing Tips. Available from http://toolkit.rutgers.edu/web_writing.shtml (19 March 2009) eMail us now versus Contact us by completing the online form available on this site. Book your place versus Contact us by email to book your place now.
  55. 55. ©Elucidate 2010 Support Assertions With Facts •  Just because you believe something is right, don’t assume that everyone else will •  Make sure the facts are there •  Use imagery to reinforce and entice
  56. 56. ©Elucidate 2010 •  Web is a linking medium: split content into small coherent pieces to avoid scrolling •  Make headings brief, break up with subheadings •  Use “calls to action”, where possible, to more information or take action •  Short paragraphs: –  Newspaper: 60 words –  Novel: 110 –  Web: no more than 50 •  Know your audience (consumer and business) and engage with them Some General Guidelines
  57. 57. Exercise 5 Pick one article. Build Article Map/Break into 10 bullet points. Identify keywords & images. Write subject line and opening paragraph.
  58. 58. Curating Stories. Finding them • Gathering   • Comment  &  share   • Add  value   • Feedly.com  
  59. 59. Top 10 Free online tools Spundge (www.spundge.com) Curation Tool • Content Curation • Discover • Curate • Create
  60. 60. Curating Stories. • Storify.com   • Curate  the  story.   • Leverage  addi<onal   commentary.   • Collate  press  clippings.   • Track  and  promote   related  topics.  
  61. 61. Crowdsourcing/UGC Use your audience as a research group: • Doritos Attack on Westminster • Mountain Dew Dewmocracy Forest Whittaker asked for the next flavour. The winner (called Voltage was unveiled in 2008. • Sugru • Glenisk
  62. 62. Exercise 6 Use feedly.com and identify 5 pieces of content you could curate. Identify where you could share and why.
  63. 63. Use Keywords: Page title URL Image alt tags Headings Hyperlinks
  64. 64. ©Elucidate 2010 website content + website code + links to/from other sites = position   keywords
  65. 65. Anchor  text   Search  engines  put  a  lot  of  weight  on  anchor   text,  so  use  keyword  phrases  accordingly   !  This is the text that is the clickable part of a link !  You should avoid using ‘click here’ type text as it is meaningless to search engines. !  Anchor text is useful to both people and search engines, as it tells them what the page they are about to visit is about. !  Consider using a use a call to action to encourage users to click a link or button and complete a task.     Anchor text.
  66. 66. ©Elucidate 2010 Content - Make it Search-Friendly •  Include your “have-to-have” keywords a number of times •  Include your “good-to-have” keywords a smaller number of times •  Avoid Flash •  Always use good ALT tags for your images
  67. 67. Checking keywords. www.wordle.net
  68. 68. Exercise 7 • Insert paragraph or website site text into wordle. • Pick anchor text and url destination.
  69. 69. The Press Release 2.0’d
  70. 70. Giving new life to the press release.
  71. 71. More photo options.
  72. 72. More video options. • 6  Sec  video   • Simple  opera<on   • No  hos<ng   • Social  seeding   • 15 Sec video • Cover frame
  73. 73. Amplifying Earned Media Content. • Surfacing  content.   • Other  stories  from  the   web.   • Publishers.   • Ricochet  New  York  Times.   • Ad  S<tched  to  content  link.  
  74. 74. Exercise 8 • Identify where you could share your article. • Could it be repurposed.
  75. 75. Measurement • Offer uptake • New contact rate • New leads • Page views and traffic • Inbound links • Social media shares • Conversion/bounce rates • Email sign ups • Cost per acquisition/click
  76. 76. Exercise 9 • What would you measure from your article?
  77. 77. Strategy http://www.verticalmeasures.com
  78. 78. 10 great monitoring tools 1. Google Analytics 2. Google Keyword Tool 3. Klout (www.klout.com) 4. Social Mention (www.socialmention.com)
  79. 79. Top 10 Free online tools 5. Topsy (www.topsy.com) 6. Boardreader (http://boardreader.com) 7. Postling (www.postling.com) 8. HyperAlerts (www.hyperalerts.no) 10 great monitoring tools 9. Bottlenose (www.bottlenose.com)
  80. 80. Blogger Relations Cs of Blogger Relations • Concept • Context • Consumption • Credibility • Community • Conversation Also remember: • Real people • Individual • Vocal • Connected • Busy • Voluntary • Enduring • Exclusive • Time consuming • Test influence • Cross platform 4000 Ref: Brian Solis

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