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ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
New York 2016
SMSS NEW YORK 20...
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
New York 2016
Dean DeLisle
•Fo...
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
New York 2016
More Personal
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New York 2016
Accelerated Lear...
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New York 2016
The Law of Famil...
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New York 2016
Commit to Your S...
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New York 2016
What is Content ...
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New York 2016
Snackable Conten...
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New York 2016
Snackable Conten...
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New York 2016
Snackable Conten...
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New York 2016
Destination work...
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New York 2016
Activity: Paired...
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New York 2016
What is the Stra...
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New York 2016
Types of Content...
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Content Marketin...
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Awareness
Consid...
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New York 2016
Plan
• Your serv...
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New York 2016
Value
• What pro...
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New York 2016
Chose Your “New ...
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New York 2016
Identify Your Ta...
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Developing a Con...
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Keywords – Law o...
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New York 2016
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Keyword Tools – ...
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Executing Your K...
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Conversion
• Get...
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Why Use Online P...
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Network Science
...
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Social Competiti...
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Social - Network...
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Social Teaming –...
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The Simple Rules...
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How Many Contact...
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Your Network
Ven...
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Who are your Soc...
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Social Communiti...
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Lets Start Slici...
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Slicing Rules
1....
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YouTube
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Social Snacks
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Blog
• A blog ca...
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Optimize!
StartB...
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Webinar – Secret...
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Webinar – Secret...
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Email Data - Inb...
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Email Data - Out...
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Integrate Your C...
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Don’t forget you...
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Building a Conte...
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Building a Conte...
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• Remember
• Val...
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Optimize and Syn...
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Blog Hack – Cont...
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LinkedIn Blog – ...
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Lets Blog – Hack...
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• Remember
• Des...
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Measure Content ...
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Sprout Social Sa...
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RESULTS
• Gettin...
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Launch
• Begin g...
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Assignment
• Ass...
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Thank You!
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Connect WITH us!...
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Social Media Strategy Summit - Snackable Content: Winning an Audience One Bite at a Time

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One key theme around content is that content needs to get smaller more concise for it to be considered by consumption. We have learned some interesting facts from this year that proves this to be true. The Average Internet User:

Has an attention span of 8 seconds, whereas a goldfish has an attention span of 9 seconds
Visits 2,125 pages per month, 1.12 min per page
Views over 3,000 impressions per day
We are experiencing a universe of very fragmented attention, we have less time to grab people. The cure for this is “Snackable Content” or content that is shorter including blogs like this under 200 words, videos less than 60 seconds, webinar and podcasts under 20 minutes, etc. We still drive people to the longer more in depth content, but trust and credibility need to be earned in seconds, not minutes, a few words, not paragraphs. It is time to look at your current content and chop it down. In this session you will learn how:

To parse down larger content
To build a solid snackable plan, then test and deploy
Your social communities can help out
To create engagement around your content
Getting snackable for mobile
All Participants will leave with:

Rapid Launch Plan Step-by-Step content guide to formulate your plan
Content Scheduling System and worksheets that will allow you to better organize your content and related resources
Over 20 publishing hacks that will save you time and produce instant results
As an added BONUS, Dean is offering:

Complimentary access to a live online Content Mini-Camp ($500 value)
90 Day Access to online weekly group coaching sessions for ongoing support ($200 value)

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Social Media Strategy Summit - Snackable Content: Winning an Audience One Bite at a Time

  1. 1. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 SMSS NEW YORK 2016 @deandelisle @GetSocialJack #SMSSummit #NewYork
  2. 2. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Dean DeLisle •Founder and CEO of Forward Progress, Inc. •Creator of Social Jack™ •Train and Coach over 2,000 people per month •Trained and Coached over 100,000 in Social Network Skills •Over 30 years in Relationship Marketing, Social Selling, Content Marketing, Community Development, Business Coaching, Consulting, and Training.
  3. 3. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 More Personal
  4. 4. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Accelerated Learning • Less Time – Learn More • Paired Share – Timed • Raise Hand – Bring It Back
  5. 5. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 The Law of Familiarity determines that the more we spend time with and get to know anything, and the more something becomes just a normal part of life – the less we are excited about it or the less we give it the attention it deserves. We see this happen in all aspects of life – relationships, work, hobbies, exercise, initiatives and learning. Sometimes things just become… boring and our mind shuts down!
  6. 6. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Commit to Your Success
  7. 7. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 What is Content Marketing? Content Marketing is the science and art of reaching your audience and pulling it toward your business with the use of Content.
  8. 8. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Snackable Content – Why? • Attention Spans are Shorter • 8 Seconds for a goldfish • 9 Seconds for the Average Internet User • 3,000 brand impressions each day • Average website consumption is over 2,500 web pages per month • 65% of people are visual learners Sources: Conversity.be & Social Media Strategies Summit
  9. 9. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Snackable Content Snackable content is a key element to your marketing strategy. As attention spans decrease, consuming media in bite-sized pieces becomes more favorable. Why we snack on media is simply because we need something to keep our attention. Source: The Halo Group
  10. 10. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Snackable Content • Video • Images • Gifs • Visual, Visual Anything • Podcast • Blog, Micro Blogs Source: v9SEO.com
  11. 11. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Destination worksheet • Current State • Ideal State
  12. 12. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Activity: Paired Share • What is your current state vs. ideal state of your content publishing?
  13. 13. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 What is the Strategy for Content Marketing? • Create and promote useful, relevant information • Attract and engage with website visitors • Convert those visitors into customers/clients Graphic: Andy Crestodina - Orbit Media Studios, Chicago
  14. 14. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Types of Content Collateral & SalesPR/AdvertisingFunctional E-marketing User Generated
  15. 15. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Content Marketing and the Consumer Journey
  16. 16. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Awareness Consideration Conversion Loyalty Advocacy Word-of-Mouth 2. Consumers add or subtract brands as they evaluate what they want 1. The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points. 4. After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey. 3. Ultimately, the consumer selects a brand at the moment of purchase. Moment of Purchase Initial Consideration Active Evaluation Information gathering, shopping Post purchase Experience Ongoing exposure Loyalty loop Trigger Content Marketing and the Consumer Journey
  17. 17. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Plan • Your services and value proposition • Your main goals • Target markets • Where are you willing to manage • Measure your results
  18. 18. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Value • What products/services do you provide? • How do you compare to competition? • How can you help others? P1-1,2
  19. 19. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Chose Your “New Business” Destination • Landing Page • Website • Registration • Phone • Webinar/Event • Location • What is yours?
  20. 20. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Identify Your Target • Who is your target client/partner? • What do they do? • Where are they? • What Industry are they in? • What size Company do they work for? • How do they use technology? • Where do they get their information? • What are their needs?
  21. 21. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Developing a Content Strategy
  22. 22. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Keywords – Law of Attraction & Retention! • What is your value? • What makes you different? • How would your ideal target find you? • What would they “Google” to find you? • Survey your targets! P3-9
  23. 23. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016
  24. 24. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Keyword Tools – Our Favorites • Google Adwords • Google Trends • Uber Suggest • Word Tracker • Soovle • Twitter (hashtag search!) P3-9
  25. 25. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Executing Your Keyword Strategy P3-9 Element Description Title Tag Tells search engines and users what content lives on a page URL Structure Tells search engines and users where content lives on a website Heading Tags (<H1>) Supports the Title Tag as a Sub-TItle Anchor Text Tells search engines and users what content links point to Meta Descriptions Tells users what a page is about when they see a result in search engines Body Copy Gives search engines and users more information about the page content Image Alt Tags Tells search engines what the image represents
  26. 26. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Conversion • Getting your destination visitors (prospects) to take action that will move your business toward reaching its goal • What you’ll gain • Prospects/Customers • Subscribers • Social Media Fans/Followers/+1s • Product Reviewers • Members • Promotion Entrants
  27. 27. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Why Use Online Partners? • Interactive • People Respond • Building Trust • Building Community • Viral Activity • Sharing Social Teaming!
  28. 28. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Network Science Node: Individual Link: Connection between two nodes Cluster: Several linked nodes Hub: Large cluster, several clusters Courtesy of US Army*
  29. 29. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Social Competition and Allies Social WIFM Clients Community Vendors Employees INTERNAL EXTERNAL Employee Advocacy Partnerships
  30. 30. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Social - Network Hubs Your Company Conferences Employees Charities Clients Partners Chamber Hub: Large cluster or group of cluster of network Connections working toward the same destination and targets. Placement vs. Pathway
  31. 31. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Social Teaming – Use of Clusters and Hubs Hub: Large cluster or group of cluster of network Connections working toward the same destination and targets. External Partners Internal Champions Core Team Brand REACH MILLIONS Don’t forget the WIFM!
  32. 32. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 The Simple Rules • Determine Your Destination • Establish Your Target • Inventory the “Trusted Team Members” • Inside First • Outside Second • Determine their Social Power • Reach • Activity / Engagement • Get Agreement!
  33. 33. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 How Many Contacts Do You Have That You Cannot See? • That know YOU? • That trust YOU? • That have done business with YOU? • That would recommend YOU? Dean Sue Mark Pat Extended Reach to More Targets
  34. 34. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Your Network Vendors Partners Clients Conferences Associations
  35. 35. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Who are your Social Team Members? • Clients • Vendors • Partners • Friends • OrganizationsP2-7
  36. 36. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Social Communities
  37. 37. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Lets Start Slicing for Snacks • As we cover each area of content think of how this applies to you. • We will use your relevant examples for each area. • And let’s make this fun! 
  38. 38. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Slicing Rules 1. Determine Your Destination 2. Establish Your Target 3. Define Team Members 1. Placement vs. Pathway 4. Chose Relevant Content 1. Large to Small 5. Start Chunking 6. Slice Quickly 7. Deploy
  39. 39. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 YouTube
  40. 40. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Social Snacks
  41. 41. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Blog • A blog can be an incredible tool for sharing information and expertise. • A blog can be used to directly promote products, services and events. • A blog can assist in promoting company vision and developments. • A blog can foster customer loyalty, build relationships with clients and customers.
  42. 42. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Optimize! StartBloggingLikeAPro.com
  43. 43. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Webinar – Secret Content Engine 1. Create Webinar 2. Create Power Point 3. Hold Webinar 4. Post Power Point a) Social 5. Create Video 6. Post Video a) Social 7. Write Bog 8. Attached Items 9. LinkedIn Bonus Post 10.Facebook Bonus Post
  44. 44. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Webinar – Secret Content Engine Don’t forget about partner inclusion and pathway. The power of your Network is critical. Connections, Cluster and Hubs – Social Team!
  45. 45. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Email Data - Inbound • Automated vs. Manual • Destination • Platform • Single vs Routed • Source Tracking • Interface • CRM, Email System, Inbox • Routing
  46. 46. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Email Data - Outbound • Automated vs. Manual • Destination • Complete community • Segments • Source • Interface • CRM, Email System, Inbox • Frequency
  47. 47. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Integrate Your Content ONE TO MANY CHECKLIST
  48. 48. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Don’t forget your team – Outside In 1. Determine Your Destination 2. Establish Your Target 3. Define Team Members 4. Chose Relevant Content to Team 1. Large to Small – Think Panel Style 5. Have them write their piece to be featured 1. Add short 2 min podcast or video 6. Slice, 5x Post (tag) and Deploy (have them post to main content)
  49. 49. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Building a Content Map • Remember • Value • Target • Keywords • Platforms P5-15
  50. 50. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Building a Content Map • Remember • Value • Target • Keywords • Platforms
  51. 51. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 • Remember • Value • Target • Keywords • Platforms Building a Content Map
  52. 52. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Optimize and Syndicate! • OnlyWire • Old Term – Book Marking • New Term - Syndication
  53. 53. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Blog Hack – Content Jam • Choose Destination • Target to aim for • Keyword phrase to own • Content inventory for support • Optimize inventory • Get SEM/MKO for blog creation • Attached inventory • Post and Optimize (SEOPressor) • Syndicate (social, distribution, OnlyWire) • Attach to profiles (show LinkedIn) • Watch it Climb!!
  54. 54. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 LinkedIn Blog – Content Jam
  55. 55. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Lets Blog – Hack Sheet • Destination ? • Target ? • Keyword phrase to own • Secondary phrase • Inventory • Let’s Write! #FUNBLOG #SMSSummit @GetSocialJack
  56. 56. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 • Remember • Destination • Target • Keywords • Platforms Content Map Hack
  57. 57. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Measure Content Results • Radian 6 • Google Analytics • Hootsuite • Sprout Social • Word Press • Social Networks
  58. 58. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Sprout Social Sample
  59. 59. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 RESULTS • Getting your destination visitors (prospects) to take action that will move your business toward reaching its goal • What you’ll gain • Prospects/Customers • Subscribers • Social Media Fans/Followers/+1s • Product Reviewers • Members • Promotion Entrants
  60. 60. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Launch • Begin generating valuable content • Interact and engage with customers and prospects • Build relationships • Get a Team to help! • Consistently Measure (Test, Test, Test) • Connections • Engagement • Outcome/Sales
  61. 61. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Assignment • Assemble/Align Your Team • Create a Content Marketing Plan • Gather Your Content • Share Your Content • Engage with Your Audience
  62. 62. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Thank You!
  63. 63. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc New York 2016 Connect WITH us! Dean@forwardprogress.net

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