Inbound Marketing
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Inbound marketing workshop covering strategy, content generation, curation, distribution, repurposing and measurement. Also includes a case study on the Congregation.ie content led marketing approach.
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Inbound Marketing
- 1. Inbound Marketing Eoin Kennedy 4th February 2015
- 2. Eoin Kennedy •20 years communications experience. •Current chair IIA SMWG. •Freelance consultant •Knudger.com & PledgUp.com •PRII, MII, UCD, H Dip. •www.Congregation.ie
- 3. Agenda • Introduction • Trends • Audience – Buyer Personas • Channels/Platform • Content Creation – Creation to Calendar • Monitoring • Earned content/PR • Measurement • Congregation Casestudy
- 4. 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
- 5. Inbound • Earns attention • Findability • Draws customers Through • Interesting content
- 6. Inbound Themes 1.Content Creation + Distribution. 2.Lifecycle Marketing. 3.Personalisation. 4.Multi-channel. 5.Integration.
- 7. Trends •Interruption Marketing Decline. •Brand Journalism. •Paid for Visibility. •X5 Promotional Effort. •Ever Green Content. •Repurposing content. •Content Marketing Cross posting. •Negative SEO and Guest Blogging. •Curation Works. •Social Proof Matters. • Micro Content
- 8. Brand Journalism •http://www.coca-colacompany.com •Liftstyle Magazine •Included branded content http://blog.intercom.io/12-steps-to-creating- landing-pages-that-convert/
- 10. Why Inbound/Content Marketing Not about selling Helpful & Informative Happy Happy to share/endorse Socially validated Tell your story Drive higher quality traffic Leadership/Authority positioning Relationships built on trust. SEO ranking Builds Loyalty Word of mouth Better Customer understanding Creates connections
- 11. Content Marketing is Older than Advertising Photo courtesy of jimduell(CC ShareALike)
- 12. In reality its
- 13. Storytelling The Boyhood of Raleigh. Sir John Everett Millais
- 17. Exercise 1 Post up your buyer personas? Ideally a pencil picture and some data from: •Background & Demographics •Goals & Challenges •Quote & Objections •Key concerns •(include groups and likes)
- 18. 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
- 19. Facebook Newsfeed Algorithm • 7% reached •Alogorithm • Promoted post • Negative Feedback
- 20. Twitter * Ipsos MRBI Ref: Eight Twenty Irish Independent •27% •160 tweets •Wednesday •Politics & Sport •10-11pm
- 21. 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 • Use to grow Twitter
- 22. Google+
- 23. Flickr & Pix.ie •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
- 24. 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
- 25. Boards.ie •400k. •Threads & Forums. •Talk to. •Non Commercial. •Transparent.
- 27. Facebook, Foursquare & Location •1% Foursquare •Reviews/photos •Reward regular customers •Users recommend according to location
- 28. SlideShare • PowerPoint Presentations. • Add key components of release. • Add video, music and photos. • Tell the story. • Share.
- 29. Recommendations TripAdvisor & Yelp & Louder Voice Use your fans to tell their friends about how great you are. All about incentivising
- 30. Wikipedia • 6th most visited. • 365 million readers • 22 million articles • 100,000 editors • WikiProject Ireland • Search Ranking = Key
- 31. Wikipedia
- 32. Instagram • Photo sharing service • Chat • Filters & Higher Quality • News engine?
- 33. Audio • Audio sharing to podcasting • Hosting, editing
- 34. Blogs • Free software & hosting • Leadership • Personality • Search • Central Repository
- 37. 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
- 38. Great Irish Blogs • www.wholesome.ie • Lidl advocate • Book published • http://doneganlandscaping.com/blog/ • Publishes actual work • Evolved Podcast • Avid twitter
- 39. Blogging Tips •Content length matters •More links, shares, ranks •750 words •Less but quality •Readable.
- 40. 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/
- 41. Exercise 2 What platforms work best for your customers? Match to Buyer Persona. 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
- 42. 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. •Data driven
- 43. Content Marketing Types Formats Types Blog Posts Lists Guest Post How to E-books Curation Email Newsletters FAQs PowerPoint Presentation Data/Stats Podcasts Excerpted Content Standard Videos Newsjacks Micro-videos (Vine) MegaGroups Post Social Media Posts Live Presentations Webinars White Papers Infographics
- 44. Exercise 3 Identify 5 sources of content. Identify type content that matches consumers and ability. Match to buyer persona. 10 ideas for things you could post about.
- 45. Content Funnel Pitch = idea Planned = date Assigned = who Draft without Image Pending review Final Review Published
- 47. Exercise 4 Produce an editorial calendar. Include: •Global events, local events, sector and company. •12 months
- 48. Web users scan, they don’t read
- 49. 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)
- 50. 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 proofreading 11 Be obsessed with data Pat Wootton, PromptProofing.com
- 52. 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!
- 53. Keep a consistent style across your website • Page layout • Images • Navigation • Content Consistent Style
- 54. • “Content is king” – as much on-topic and as high quality as possible • Content must be easy to find by users and “search-friendly” (easily indexed) by search engines • Update your content regularly – rankings can change and search engines love fresh content e.g. blogs, guest comments, news stories • Ongoing search engine optimisation is essential Writing Web and SEO friendly content
- 55. 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)
- 56. 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? • EAT. DO-KNOW-GO
- 57. 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.
- 58. 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
- 59. • 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
- 60. website content + website code + links to/from other sites = position keywords
- 61. 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 • Try to include a certain percentage of your “nice-to-have” keywords (~75%) • Avoid Flash • Always use good ALT tags for your images
- 62. Use Keywords: Page title URL Image alt tags Headings Hyperlinks
- 63. 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.
- 64. The Press Release 2.0’d www.wordle.net
- 65. Curating Stories. Finding them •Gathering •Comment & share •Add value •Feedly.com
- 66. Top 10 Free online tools Spundge (www.spundge.com) Curation Tool • Content Curation • Discover • Curate • Create
- 67. Curating Stories. •Storify.com •Curate the story. •Leverage additional commentary. •Collate press clippings. •Track and promote related topics.
- 69. 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
- 70. More video options. •6 Sec video •Simple operation •No hosting •Social seeding •15 Sec video •Cover frame
- 71. Exercise 5 Produce a piece of content as per buyer persona stage. Default: A press release/news article but could be: • Video • Series of tweets – tweet story • Blog post • Photo story – Instagram • Powerpoint presentation (NB – Think buyer persona – write with them in mind.) • Repurpose this content X 3
- 72. 10 great monitoring tools 1. Google Analytics 2. Google Keyword Tool 3. Klout (www.klout.com) 4. Social Mention (www.socialmention.com)
- 73. 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)
- 74. Top 10 Free online tools 1. Tweettbinder (www.tweetbinder.com) #Hashtag monitoring 2. Hashtracking (www.Hashtracking.com) 3. Other (www.tweetreach.com)
- 75. Measurement •Offer uptake •New contact rate •Page views and traffic •Inbound links •Social media shares •Conversion rates •Email sign ups http://unbounce.com
- 76. Exercise 6 How and what will you measure each piece of content. Include indicators. • Sales • Web site traffic • Newsletter signups • Calls to registration desk NB – Think buyer persona – write with them in mind.
- 77. • Overview • No advertising support. • Pre/post content •Pre • Imagery • Video • Maps • Meet the venues • 57 posts #cong13 62 #cong14 •Post anatomy. •Imagery •Social Sharing •Mailchimp EDM •Social asset deployment
- 78. • During •Vine videos •Google Hangouts •#cong14 Tweets •Foursquare/Swarm
- 79. • Post •eBook •Blog & Guest post •Infographic •Video •Audio •Photos & Tagging •Book club
- 81. Digital Footprint Expected Unexpected 57 Blogs submissions 27 Audioboos > 2000 & RT Tweets 1 Google Hangout Animated Video Trending 3 video Interviews Curated List.ly 4 Podcasts 60:40% Male/Female 80+ Flickr photos 10+ Blogs 7,000+ Visits Onsite Facebook Comments 20,000 Page Impressions Real World Connection
- 82. Reformatting •Photos •Text •Social sharing Blog Post •Photos/text •Infographic •Tables Report •Audio •Text/photos Audio Book • Slideshare • Audiobook • Social hack • Q&A • Testimonials Future content
- 83. • Still to do.. • Audioboo/Soundwave • Slideshare. • Social media hacks. • Q&A • Breakout quotes.
- 84. • Tips • Odesk.com • Canva.com • Utilise # Tracking • Timing decay • Reformatting • Most popular posts • @ attendees @ similar • Let metrics drive behaviour - timing
- 85. • Demo: • Google Analytics • Mail Chimp • Distribution Workflow •Social channels •Prime discussions • eBook • Earned media • Blogger reviews • Topsy •#hashtagtracking
- 88. Thanks for your time. Eoin Kennedy, + 353 86 8339540 www.congregation.ie eoin@congregation.ie www.twitter.com/eoink www.eoinkennedy.ie Skype: eoin.kennedy.work