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Developing an Effective Content Marketing and Social Media Strategy


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II prepared this presentation for the Future Proof Workshop at the Online Retailer Conference in Sydney, Australia in August 2013. The presentation focuses on the importance of a content marketing strategy, the 3 necessary components to a mature strategy, tips from professionals and traps to avoid.

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Developing an Effective Content Marketing and Social Media Strategy

  1. 1. Developing and Effective Content and Social Media Strategy Sarah Mitchell Global Copywriting
  2. 2. Definition Content Marketing: The art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way. CONTENT MARKETING = EDUCATION
  3. 3. Traditional vs. Content Outbound activity:  Lead Generation Inbound activity:  Lead nurturing Tip: Consumer behaviour has changed.
  4. 4. Average Cost Per Lead Inbound vs. Outbound
  5. 5. 3 Components
  6. 6. Original Content
  7. 7. Top Tactics in Australia 1. Articles on Website 2. Social Media 3. eNewsletters 4. In-person events 5. Case studies (customer success stories)
  8. 8. Tip: Make it Mobile
  9. 9. Tip: Don‟t underestimate email! Email marketing is one of the most effective ways to drive traffic to your website but many businesses discount it as „old school‟.
  10. 10. Social Media
  11. 11. Tools used by the Pros
  12. 12. Tip: Pinterest Links Make sure you link to the landing page of your ecommerce site – not a sales page. Broken links on Pinterest do nothing to improve your SEO.
  13. 13. Trap: “Post and Hope”
  14. 14. Trap: Making Claims ACCC considers claims made on social media by you or your fans/followers subject to scrutiny.
  15. 15. Beware of “Vanity” Metrics
  16. 16. Consumers “don‟t want a “relationship” with you. Just help them make good choices.” Advice to brand marketers from Harvard Business Review
  17. 17. Content Sweet Spot
  18. 18. Search Engine Optimisation
  19. 19. Mature Content Strategy
  20. 20. Easy Ways to “Wipe Out”
  21. 21. Small Band of Followers
  22. 22. “Think about what a user is going to type” Matt Cutts, Google
  23. 23. Buckshot, aka Hello Adwords
  24. 24. “Without content, conversation is mere networking. Without conversation, content is dead.” Tipping Point Labs
  25. 25. Land of SPAM
  26. 26. Content People are seeking their own information. TRAP: The days of self-serving, self-promoting “blah, blah, blah” are over
  27. 27. TIP: Marketing = Publishing
  28. 28. Think Like a Publisher 1Support each product/service you offer 2 Target each customer segment 3 Consider vertical markets 4 Use multiple content types
  29. 29. Act Like a Journalist 1Titles / Headlines 2 Storytelling 3 Deadlines 4 Reference, cite, attribute
  30. 30. Reuse Repurpose Recycle Blogs White papers Case studies Online video eNewsletters Powerpoint Infographics Webinars eBooks Podcasts Digital magazines Mobile apps
  31. 31. Managing Your Strategy
  32. 32. Editorial Calendar “Content Brain” 1
  33. 33. Don‟t Pay For Attention BUY attention: Advertising BEG for attention: Public Relations BUG people: Sales
  34. 34. “EARN attention online by creating great information that your buyers want to consume such as YouTube videos, blogs, Twitter feeds, photographs, charts, grap hs and ebooks – and it is all free.” David Meerman Scott, Web Ink Now
  35. 35. Sarah Mitchell @globalcopywrite