Understanding the Trio: Social Media + Content Marketing = Killer SEO

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The relationship between social, search and content marketing has radically changed. Content is now consumed and distributed locally and globally, across multiple devices (PC, mobile, tablet) and in multiple formats (text, video, images), leading to an abundance of content online. As a result, social engagement is becoming increasingly dependent on high-quality content, and search engines have begun to take social signals into account. This session will teach you how content and social media drive SEO rank, how to develop a framework for creative and efficient content creation and learn what types of content work for better marketing results.

This presentation was given by Erica Campbell Byrum, Director of Social Media for ForRent.com and Homes.com at the National Apartment Association (NAA) Conference & Exposition in Denver, CO in June 20, 2014. #NAAEduConf

Published in: Real Estate, Technology, Business

Understanding the Trio: Social Media + Content Marketing = Killer SEO

  1. 1. Understanding the Trio: Social Media + Content Marketing = Killer SEO @EricaCampbell @AptsForRent
  2. 2. @EricaCampbell @AptsForRent
  3. 3. Identify Goals, Audience & Content Team1
  4. 4. SET YOUR GOALS 1. Identify your audience 2. Build trust and rapport with your audience 3. Attract new prospects to your marketing system 4. Explore prospect and resident pain 5. Provide solutions and overcome objections 6. Deepen loyalty with existing residents 7. Build your reputation with search engines
  5. 5. FIRST TIME FRAN is getting her own place for the first time in her life. Having lived with roommates and family her entire life, Fran doesn’t know where to begin on her apartment search. Because she is working with a somewhat limited budget, she is hoping to find an apartment that she can comfortably afford. Due to her tight budget, Fran is using a lot of resources to collect as much information as possible. She is performing searches on Google and also utilizing Twitter and Facebook to gather advice and information from friends and family. KEY TRAITS: • Socializing Singles • Urban Dwellers/ Hip • Cutting-Edge Culture • Exercise Enthusiasts • Financially Sensible • Risk Takers • Internet Savvy • Digitally Literate • Relies Heavily on Social Networks DEVELOP PERSONAS
  6. 6. UNDERSTAND YOUR TARGETS Determine what questions and fears your personas have at each stage of the buying process. Buying Cycle • Interested Prospects • New Residents • Returning Residents • Current Residents • Former Residents First Time Fran is concerned about having a limited budget.
  7. 7. ESTABLISH YOUR TEAM
  8. 8. SAMPLE WORKFLOW
  9. 9. Audit & Identify the Gaps in your Content2
  10. 10. Do you have budget-friendly or apartment searching content for First Time Fran? Answer specific questions. CONDUCT A CONTENT AUDIT
  11. 11. GOOGLE TRENDS
  12. 12. Brainstorm Themes, Topics & Content Types3
  13. 13. THEMES, TOPIC, ALIGNMENT Content Themes: Beyond your business Topics: Specific titles/content ideas Content Types: eBooks, events, white papers, emails, etc.
  14. 14. IDEATION
  15. 15. MONTHLY/QUARTERLY THEMES
  16. 16. LAYERS OF WRITTEN CONTENT Thought leadership Long-form content Newsworthy/trendy content Evergreen content Data-driven articles, eBooks, white papers Resident testimonials, case studies Day-of articles, resident events How-to articles, checklists, infographics Think about First Time Fran
  17. 17. DETERMINE TYPES OF CONTENT
  18. 18. Managing the Editorial Calendar 4
  19. 19. PUBLISHING SCHEDULE Sample Frequency Social media updates = daily Website articles = 1 time per week Resident newsletters = 1 time per month Video = 2 times per month PR/News releases = 1 time per month • What are you going to publish? • How often are you going to publish? • Who will be responsible for researching, writing, designing, approving, publishing, and sharing the content?
  20. 20. EDITORIAL CALENDAR Industry News Social Media Keyword Research Comps Resident Stories FAQ Trends Employees Monthly Themes Content Manager Editorial Calendar
  21. 21. EDITORIAL CALENDAR • Designate one person to manage it • Simple is better and cleaner • Easily shared and edited • Accessible
  22. 22. SOCIAL POSTING CALENDAR
  23. 23. Promoting & Distributing Your Content 5
  24. 24. DISTRIBUTION CHANNELS 1. Organic Social Media 2. Syndication Partners 3. Local Publications 4. Newsletters/Email 5. Paid Social Media 6. Paid Distribution ILS’s – Print – Digital – Outdoor – Radio Bloggers
  25. 25. Source: Google
  26. 26. Source: Facebook
  27. 27. Source: Instagram
  28. 28. Sources: Nielsen, Nirogram, Experian, and Emarketer
  29. 29. THE PIN CYCLE How a pin meets new people
  30. 30. Sold within 6 days of being on Pinterest!!
  31. 31. Source: Twitter
  32. 32. TWITTER PROFILE
  33. 33. Source: YouTube
  34. 34. Social in the Top 10: Google +1’s Facebook Shares Facebook Comments Facebook Likes Pinterest Tweets SOCIAL SIGNALS Source: Search Metrics
  35. 35. SOCIAL SIGNALS Source: Search Metrics
  36. 36. PAID, OWNED & EARNED
  37. 37. SECURE CUSTOM URLS Vanity URLs make URLs more memorable, making it easier to find you.
  38. 38. ADD BUTTONS TO YOUR SITE Adding the social media badges to your website encourages visitors to follow you. Add the Share, ‘Like’, Tweet and +1 buttons to encourage visitors to share.
  39. 39. ADD THE PIN IT BUTTON
  40. 40. GET VERIFIED ON PINTEREST
  41. 41. PINTEREST PLACE PINS Include a map, address & phone number
  42. 42. CROSS-PROMOTE Cross- promote in both online and offline communications to increase followers
  43. 43. CROSS-PROMOTE Increase follower growth by cross- promoting to other social accounts
  44. 44. ADD REVIEWS WITH SOCIAL SHARING
  45. 45. ADD RELEVANT HASHTAGS
  46. 46. ADD RELEVANT HASHTAGS Use hashtags to get your content discovered
  47. 47. ADD RELEVANT HASHTAGS Hashtags help surface your content
  48. 48. PINNED TWEET Resembles the Facebook "Highlight" option. This allows you to display your most "important” Tweets at the top of your Twitter profile.
  49. 49. POPULAR TWEET Tweets that get the most engagement will appear in larger font than regular tweets.
  50. 50. PROVIDE HELPFUL CONTENT
  51. 51. PROVIDE HELPFUL CONTENT People love a good checklist!
  52. 52. PROVIDE HELPFUL CONTENT A post in a community generates more engagement than on the stream.
  53. 53. eBOOKS & DOWNLOADS Download a FREE Pinterest White Paper bit.ly/HDCPinterestWhitePaper
  54. 54. MAINTAIN AN ACTIVE G+ PAGE Click through to your G+ page Follow directly from search See recent posts
  55. 55. MAINTAIN AN ACTIVE G+ PAGE Click through to your G+ page
  56. 56. GOOGLE AUTHORSHIP
  57. 57. GOOGLE AUTHORSHIP
  58. 58. HANGOUTS ON AIR NatGeo received 250+ press mentions from 1 Hangout on Air • 22,000 Hangout views • 10,000 +1’s • 2,450 Google+ Event RSVPs • 1,500 reshares • 1,300 comments • 250+ press mentions • 150,000 new followers Source: Google
  59. 59. SOCIALANNOTATIONS Source: Google Brands using social annotations see a 5- 10% uptick in click through rates
  60. 60. LINK YOUR GOOGLE+ & YOUTUBE Source: Search Metrics Your Hangouts on Air are automatically posted to your Google+ page and YouTube channel Video posted to your YouTube channel are automatically posted to your Google+ followers
  61. 61. SLIDESHARE
  62. 62. #2 on Google
  63. 63. MEET THE TEAM Link back to your About Us page on your site
  64. 64. BEHIND THE SCENES
  65. 65. SHOWCASE LISTINGS Add descriptions & hashtags
  66. 66. HIGHLIGHT FEATURES
  67. 67. CUSTOMER REVIEWS
  68. 68. LOCAL Position yourself as the local expert • Neighborhoods • Dining Guide • Shopping • Nightlife • Events • Entertainment • Schools • Local Businesses • Professional/Home Services
  69. 69. LIFESTYLE CONTENT • Seasonal • Home Décor • Small spaces • Closets • Kitchens • Recipes • Hobbies • Fashion/Style • Cooking • Sports • Crafts/DIY Projects
  70. 70. SNEAK PEEK
  71. 71. RESIDENT EVENTS
  72. 72. MODEL STAGING IDEAS
  73. 73. CONTESTS Crowdsource content from employees & residents
  74. 74. CROWDSOURCE ADS Repurpose consumer generated contest photos for Facebook Ads
  75. 75. CONTESTS
  76. 76. If you could have the room of your dreams, what would it be? How would it look? How would it feel? • 1 winner • 10 items selected to purchase for 10 lucky participants from their “Décor by Me” Pinterest Boards.
  77. 77. REPURPOSE CONTENT
  78. 78. multifamily-social-media.com
  79. 79. bitly.com/AboutECB @EricaCampbell +EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCByrum Erica Campbell Byrum Director of Social Media Homes.com & ForRent.com

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