Nick James - Content Is King - The Online Business Makeover - 12/03/2012

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Nick James - Content Is King

From The Fresh Business Thinking Online Business Makeover - 12/03/2012

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  •   You might not be Rupert Murdoch but with a little focussed effort you can create your own media empire and keep your customers coming back Talking of moguls – appropriately back in 1996 a certain Bill Gates said;Content Is King Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. 
  • Nick James - Content Is King - The Online Business Makeover - 12/03/2012

    1. 1. Content is King! Supporting sponsor for International Trade Awards  What is ‘Content’  Why is ‘Content’ important  How do you generate ‘Content’  ‘Content’ is a ‘Hot Topic’
    2. 2. Act like a publisher Supporting sponsor for International Trade Awards The moment you launch a website, an email campaign a mobile application or content of any kind you’re a publisher, shouldnt you start acting as one? – Kristina Halvorson, Author, Content Strategy for the Web
    3. 3. What is ‘Content’? Supporting sponsor for International Trade Awards Content helps drive traffic to your website by creating indexed pages and (eventually) inbound links to your site, both of which are critical to SERP (search engine page rankings).
    4. 4. If you build it will they come? Content helps drive traffic to your website by creating indexed pages and (eventually) inbound links to your site, both of which are critical to SERP (search engine page rankings). BUT You Should Write for visitors not Search Engines
    5. 5. Content and Site Visitors  Improve user experience  Establish an "emotional connection"  Its about engagement, telling a story and encouraging a brand journey  Show off industry expertise and establish thought leadership  Builds loyalty and trust  Quality Content Improves Click Through Rate
    6. 6. Online video – engages and informs site visitors Supporting sponsor for International Trade Awards
    7. 7. Content and Search Engines  Give search engine crawlers new information to index.  Gain attention of spiders and robots.  Demonstrate authority.  Old content undermines credibility of site.  Each new page is a new entry point.  Each new page (with good content) provides a new page that other sites can link to. By creating indexed pages and attracting inbound links, ‘content’ will help your company generate organic traffic
    8. 8. ‘Content’ Builds Links Supporting sponsor for International Trade Awards Why ‘Links’ matter Links from another website back to your site are hugely important as Google, Bing, Yahoo and other search engines view a ‘link’ as a vote for your site and the more ‘authoritative’ and ‘relevant’ the ‘voter’ the greater the weight added to your own site.
    9. 9. ‘Content’ helps drive traffic tosponsor for Internationalpages Supporting your website by creating indexed Trade Awards
    10. 10. Social Media - You Tube sponsor for International Trade Awards Supporting
    11. 11. Social Media - Twitter Supporting sponsor for International Trade Awards
    12. 12. Supporting sponsor for International Trade Awards‘Content’ Amplified by sharing
    13. 13. ‘Content’ Drives Traffic sponsor for International Trade Awards Supporting
    14. 14. ‘Content’ Drives Traffic sponsor for International Trade Awards Supporting
    15. 15. ‘Content’ Builds Authoritysponsor for International Trade Awards Supporting
    16. 16. Strategy – or ‘Cunning Plan’ Supporting sponsor for International Trade Awards Define who your audience is Understand what they might be interested in Figure out the tone of voice Work out where the content is going to come from – source Give someone ownership Regularity – how often is content added?
    17. 17. Building a content rich website Supporting sponsor for International Trade Awards Expert comment – Trade Associations, Universities – Ask people! Industry News & views – Trade Shows, Conferences Survey results – ‘Survey Monkey’ Customer testimonials – text or video Product reviews New staff announcements Press releases from customers and suppliers How to guides Top tips
    18. 18. Building a content rich website Supporting sponsor for International Trade Awards Plan your content for a few month’s at a time Re-purpose content for; podcasts, videos or webinars Upload presentations, whitepapers, price lists and product reviews Ask ‘engaged’ social media followers to contribute Decide whether to commit in-house resource or outsource Having fresh, helpful & unique content on your site builds a regular readership Your content is your lifeblood
    19. 19. Keep SPAMSupporting sponsor for International Trade Awards of the menu Search engines are tweaking their algorithms to identify content farms and sites that consist primarily of spammy or low-quality content. As with everything else in life – if you do it well you’ll be fine – if you try to cheat or cut corners you’ll be caught and penalised.
    20. 20. Content Is KingContent is where I expect much of thereal money will be made on theInternet, just as it was in broadcasting. – Bill Gates

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