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Social Media Content and Asset Creation

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Social Media Content and Asset Creation

  1. 1. Asset Creation David Liem, Cofounder, Happy Marketer Hello@HappyMarketer.com
  2. 2. Happy Marketer. more business from your website A little about myself… Hello@HappyMarketer.com
  3. 3. Hello@HappyMarketer.com
  4. 4. Hello@HappyMarketer.com
  5. 5. Hello@HappyMarketer.com
  6. 6. Hello@HappyMarketer.com
  7. 7. Hello@HappyMarketer.com
  8. 8. Hello@HappyMarketer.com
  9. 9. Hello@HappyMarketer.com
  10. 10. Hello@HappyMarketer.com
  11. 11. Hello@HappyMarketer.com
  12. 12. Internet IQ Quiz Time! Hello@HappyMarketer.com
  13. 13. 1. What letter in the Greek alphabet appearsunder Wikipedia’s missing puzzle piece? Hello@HappyMarketer.com
  14. 14. 2. What are the max number of charactersallowed in a tweet? Hello@HappyMarketer.com
  15. 15. 3. Match the website to its founder Hello@HappyMarketer.com
  16. 16. 4. Rank these 4 celebrities on Twitter inthe order of most # of followers Hello@HappyMarketer.com
  17. 17. 5. Rank Facebook in terms of populationwith these other countries from biggest tosmallest Hello@HappyMarketer.com
  18. 18. 6. Rank these top 4 search engines inorder of most used: Hello@HappyMarketer.com
  19. 19. Asset Creation Hello@HappyMarketer.com
  20. 20. Hello@HappyMarketer.com
  21. 21. The 10 Reasons We Share 1. It’s Hilarious 6. It’s not covered by2. It’s Incredible / mainstream Media Unbelievable 7. It makes me Smile 3. It’s Emotional 8. It’s Dramatic 4. It’s Relevant 9. It’s Embarrassing 5. It makes us Think 10. It’s Provocative Hello@HappyMarketer.com
  22. 22. 1. It’s Hilarious! Hello@HappyMarketer.com
  23. 23. Hello@HappyMarketer.com
  24. 24. 2. It’s incredible •  Example : Pictures Hello@HappyMarketer.com
  25. 25. Interactive can be incredible too Hello@HappyMarketer.com
  26. 26. 3. It’s Emotional Hello@HappyMarketer.com
  27. 27. Hello@HappyMarketer.com
  28. 28. 4. It’s Relevant Hello@HappyMarketer.com
  29. 29. Hello@HappyMarketer.com
  30. 30. 5. Makes us stop and think •  Case studies videos Hello@HappyMarketer.com
  31. 31. Interviews Hello@HappyMarketer.com
  32. 32. 6. It isn’t covered by mainstream media •  Behind the scenes, demos, exclusive content Hello@HappyMarketer.com
  33. 33. Hello@HappyMarketer.com
  34. 34. 7. It makes us smile J Hello@HappyMarketer.com
  35. 35. Hello@HappyMarketer.com
  36. 36. Hello@HappyMarketer.com
  37. 37. 8. It’s Dramatic Hello@HappyMarketer.com
  38. 38. 9. It’s Embarrassing •  Fashion Fails! Hello@HappyMarketer.com
  39. 39. Hello@HappyMarketer.com
  40. 40. 10. Provocative (But Safe for Work) Hello@HappyMarketer.com
  41. 41. The 10 Reasons We Share 1. It’s Hilarious 6. It’s not covered by2. It’s Incredible / mainstream Media Unbelievable 7. It makes me Smile 3. It’s Emotional 8. It’s Dramatic 4. It’s Relevant 9. It’s Embarrassing 5. It makes us Think 10. It’s Provocative Hello@HappyMarketer.com
  42. 42. 15 Proven Web ContentRecipes Hello@HappyMarketer.com
  43. 43. #1 – Answer Your Customers’ Questions Hello@HappyMarketer.com
  44. 44. #2 – Reveal Your Secret Tips Tricks Hello@HappyMarketer.com
  45. 45. #3 – Bust An Urban Myth Hello@HappyMarketer.com
  46. 46. #4 – Write A Case Study Hello@HappyMarketer.com
  47. 47. #5 – Write A Blog Hello@HappyMarketer.com
  48. 48. #6 – Write Your Company’s History Hello@HappyMarketer.com
  49. 49. #7 – Start A Debate Hello@HappyMarketer.com
  50. 50. #8 – Review of the Year Hello@HappyMarketer.com
  51. 51. #9 – Report on an Event Hello@HappyMarketer.com
  52. 52. #10 – Jargon Buster Hello@HappyMarketer.com
  53. 53. #11 – Review a Book or Product Hello@HappyMarketer.com
  54. 54. #12 – Build a Top 10 List Hello@HappyMarketer.com
  55. 55. #13 – Interview an Expert Hello@HappyMarketer.com
  56. 56. #14 – Write an A to Z Hello@HappyMarketer.com
  57. 57. #15 – Publish Your Own Surveys Hello@HappyMarketer.com
  58. 58. Search Engine Optimization KarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses Hello@HappyMarketer.com
  59. 59. Your Customers Love Search Engines Hello@HappyMarketer.com
  60. 60. What’s In the Search Results Page? Hello@HappyMarketer.com
  61. 61. Natural Search Results •  10 Relevant Results / Links –  Websites –  Videos –  Images –  News –  Shopping •  Based on quality of content, can’t be bought Hello@HappyMarketer.com
  62. 62. Sponsored Links •  6-11 Ads on the Top/ Side •  Known as Search Advertising •  Advertisers bid on different keywords •  Only pay when someone clicks (PPC) Hello@HappyMarketer.com
  63. 63. What Is Search Marketing? Get Show Better MoreRankings Targeted (SEO) Ads (SEM) Hello@HappyMarketer.com
  64. 64. What is Search Engine Optimization? •  Search Engine Optimization is the process of creating or updating a website to –  improve the site’s ranking in organic search results, –  with the objective of increasing the volume of quality traffic. •  What’s your ranking? Hello@HappyMarketer.com
  65. 65. SEO – Trusted So Much More! Hello@HappyMarketer.com
  66. 66. Protecting your brand on search engines •  Protecting your brand keywords on search engines •  Rank #1 vs the other 8 results Hello@HappyMarketer.com
  67. 67. Social is important too •  Google uses +1 and Bing uses Facebook data to personalize your results •  The more a link is shared, the higher the ranking Hello@HappyMarketer.com
  68. 68. Date matters too Hello@HappyMarketer.com
  69. 69. Rich Snippets add extra detail Hello@HappyMarketer.com
  70. 70. Why SEO? 1.  Free visitors 7.  More targeted 2.  Qualified traffic 8.  Less invasive, more3.  Proven for receptive conversions 9.  Reduce marketing4.  More leads expenses 5.  More exposure 10. Stay competitive 6.  Add value to users 11. Measurable Hello@HappyMarketer.com
  71. 71. In Prestige’s Case: •  More readers •  More traffic •  More revenue •  Better Reputation Hello@HappyMarketer.com
  72. 72. KarateSEO© - The Six Factors 1.  Keywords –  Picking the Right Keywords to Market to 2.  Architecture –  Planning a site architecture rich with content keywords 3.  Relevant Content –  Optimizing specific pages for the right keywords 4.  Authority External Links –  Having the right sites link to you, and using the right keywords 5.  Trouble Signs –  Avoid these common problems mistakes 6.  Experience on Site –  Making sure users are satisfied with their experience with your site Hello@HappyMarketer.com
  73. 73. The Most Important Thing About SEO Hello@HappyMarketer.com
  74. 74. Keywords! Hello@HappyMarketer.com
  75. 75. Picking The Right Keywords •  The keywords you select, define –  Your costs –  Your competition –  Your results –  Your ROI –  Your brand value –  Your success on search engines Hello@HappyMarketer.com
  76. 76. Every keyword is its own market … •  Different set of competitors •  Different philosophy behind search •  Different search volumes •  Different kind of search results •  Very different markets! Hello@HappyMarketer.com
  77. 77. Keyword Analysis – From A User’s Eyes •  Intent – Is the user trying to research? Compare the competition? Or make a decision? •  Competition – Who are the other top results? What are they offering on their landing pages? •  Category – What type of information shows up? Editorial? Promotional? Corporate-speak? •  How can your offer best match the expectations from this keyword? Hello@HappyMarketer.com
  78. 78. What Makes Bad Keywords •  Generic, broad phrases (e.g. health tips) •  Most single word phrases (e.g. hair or bald) •  Too few searches •  Words that aren’t in the customer’s dictionary •  Anything with a celebrity’s name in it Hello@HappyMarketer.com
  79. 79. What Make Good Keywords •  Problems your customers face •  Solutions your customers are looking for •  Buzz words industry specific words •  Popular (enough searches) Hello@HappyMarketer.com
  80. 80. Your Must Have Keywords •  Your company name •  Your brand names •  Your management team •  Your proprietary IP It’s not optional to market to these keywords! Write it these keywords out! Hello@HappyMarketer.com
  81. 81. 1. Keywords Hello@HappyMarketer.com
  82. 82. Select Keywords by … •  Subjective relevance –  Would I want this keyword associated with my brand? •  Estimated conversion –  Will it lead to a sale? Or will it attract just surfers? •  Past Data Trends –  Actual conversion data from Analytics/AdWords •  Amount of competition –  Is your budget big enough to fight for this keyword? Hello@HappyMarketer.com
  83. 83. https://adwords.google.com/select/KeywordToolExternal Hello@HappyMarketer.com
  84. 84. Keyword Research Steps 1.  Brain Dump: list down all important keywords you can think of. 2.  Find Additional keywords: use modifiers and use the Google Keyword tool to find new keyword ideas 3.  Sort it out: organise keywords into similar categories or groups 4.  Find traffic volume for keywords using the Google Keyword tool 5.  Rate each keyword with level of relevance to your business: 1) Critical (keyword), 2) relevant, 3) not relevant. 6.  Pick your top keywords for each category 7.  Map to relevant page the top keywords in category Hello@HappyMarketer.com
  85. 85. 1. Brain Dump List down all important keywords you can think of. Hello@HappyMarketer.com
  86. 86. Start with your Seed List of Keywords •  Travel •  Hotels •  Air Tickets •  Holiday •  Travel Deals •  Vacation Hello@HappyMarketer.com
  87. 87. http://visualthesaurus.com/ Hello@HappyMarketer.com
  88. 88. 2. Find Additional keywords Use modifiers to find variations of initial keywords Hello@HappyMarketer.com
  89. 89. Find Additional keywords Use the Google Keyword tool to find new keyword ideas Hello@HappyMarketer.com
  90. 90. Expand by adding more Modifiers •  More specific keywords •  Location •  Language •  Changing Columns •  Using Site-based Suggestions Hello@HappyMarketer.com
  91. 91. 3. Sort it out Organize keywords into similar categories, groups or themes Hello@HappyMarketer.com
  92. 92. 4. Find traffic volume Use the Google Keyword tool to find traffic volumes Hello@HappyMarketer.com
  93. 93. 4. Find traffic volume Download the traffic volumes from the Google Keyword tool Hello@HappyMarketer.com
  94. 94. 5. Rate relevance of keywords Which keywords are most relevant? Best matched to site? Hello@HappyMarketer.com
  95. 95. 6. Pick your top keywords Best combination of traffic and relevance Hello@HappyMarketer.com
  96. 96. 7. Map to relevant page For the top keywords in category, what pages are most relevant? Hello@HappyMarketer.com
  97. 97. 2. Architecture Hello@HappyMarketer.com
  98. 98. Site Architecture / Sitemap is Critical •  The GoogleBot’s Life –  Your sitemap links are the language it understands –  If it’s not content rich, it won’t rank you •  Focused content –  You need one optimized page per keyword –  Should have content, relevant media links •  Rich in Content –  More Pages = More Authority –  All pages should be interlinked with navigation subnav Hello@HappyMarketer.com
  99. 99. Excel Sitemap-Keyword Mapping Hello@HappyMarketer.com
  100. 100. Architecture– Links Calls to Action •  HTML links to other sites, or other pages increase the weight of a landing page •  Link to other relevant articles •  Relevant products •  Avoid paid links Hello@HappyMarketer.com
  101. 101. E.g. Copyblogger Hello@HappyMarketer.com
  102. 102. Architecture – Internal Links •  Internal linking should be clear •  Avoid flash navigation •  Avoid image navigation •  Clear, text navigation is best Hello@HappyMarketer.com
  103. 103. 3. Relevant Content Hello@HappyMarketer.com
  104. 104. Heading – Titles •  title Copywriting Jobs: Latest Singapore Job Listing on 9th July 2011/title •  Google will display 65 characters •  So, you can’t stuff 1000 keywords in there! •  But the TITLE tag is the most important for on-page SEO Hello@HappyMarketer.com
  105. 105. Heading – Meta Description •  Meta Description Tag –  meta name=“description” content=“The best …” •  Place after the Title Tag •  Works with the Title Tag to get the click •  Attempt to work an “offer” into the description •  Keep this tag to 150 characters or less Hello@HappyMarketer.com
  106. 106. Content– Title Tags •  First, most prominent piece of text for any page on your site –  First function, search engine visibility –  Second function, call to action •  Unique, descriptive title of 5 to 10 words (69 to 75 characters) –  First three words – keyword –  Ensure it’s a phrase people can read Hello@HappyMarketer.com
  107. 107. Title Tags: Things To Avoid •  “Home page” •  “This web page uses frames, but your browser doesn’t support them” •  “Insert keywords here” •  “Relocate” •  “Untitled Document” Hello@HappyMarketer.com
  108. 108. Content – Heading Tags •  h1 and h2 tags tell Google what’s important •  h1 is most important, h6 is least •  Avoid using images, HTML formatting flash for headlines. Use CSS formatting instead. •  Write multiple headlines relating to the topic •  Focus on conversion – lead user to an end result Hello@HappyMarketer.com
  109. 109. Sub-Headings •  Helps break up the article into small “chunks” •  Break up your article into 1-3 paragraph “chunks”, each having its own sub-heading •  Getting keyword phrase into sub-heading isn’t required, but look for opportunities •  Use synonyms when appropriate Hello@HappyMarketer.com
  110. 110. Content – Body Text •  Google also measures –  keyword proximity and –  Keyword density •  In each landing page, let the main keyword appear 3 to 10 times •  Keep the body of the text between 400 and 900 words Hello@HappyMarketer.com
  111. 111. Body Copy •  This is the “meat” of the information •  Focus on the goal and Call to Action •  Get to the point, don’t waste the visitors’ time •  Avoid Over-Optimization –  Too many keywords in body –  High percentage of anchor text Hello@HappyMarketer.com
  112. 112. On-Page SEO Copywriting Steps 1.  Gather and categorize content on page to be optimized 2.  Write Page Title (65 char max) 3.  Write Meta Description (150 char max) 4.  Write Body content title/sub titles/paragraph text 5.  Ensure internal links include correct keyword Hello@HappyMarketer.com
  113. 113. 1. Gather and categorize content •  On the page to be optimized … –  Brainstorm possible ideas for chosen keyword –  Pick different areas of the topic –  Answer different questions about the keyword –  Break down a complex thought into several sections •  Example: “Nursing Jobs” Hello@HappyMarketer.com
  114. 114. 2. Write Page Title (65 char max) Examples 1. Nursing Jobs in Singapore 2. Nursing Jobs in Singapore – Ministry of Health 3. Nursing Jobs – Frequently Asked Questions 4. 5 things to know about Nursing Jobs in Singapore 5. Nursing jobs – Applications and Instructions Hello@HappyMarketer.com
  115. 115. 3. Write Meta Description (150 char max) Nursing Jobs in Singapore – Ministry of Health This Ministry of Health article outlines the availability of nursing jobs inSingapore from 2011-2015 Nursing Jobs – Frequently Asked Questions Interested in being a nurse or health care professional in Singapore?This FAQ answers the 21 most asked questions foreign applicants have. Hello@HappyMarketer.com
  116. 116. 4. Write Body: title/sub titles/paragraph text h1 Nursing Jobs in Singapore – Frequently asked Questions. /h1 h2What kind of nursing employment work opportunities are available inSingapore?/h2 Answers: Blah blah blah h2What degrees / education qualifications do I need to qualify? /h2 Answers: Blah blah blah h2 Is the job application online – offline /h2 Answers: Blah blah blah Hello@HappyMarketer.com
  117. 117. 5. Create internal links •  Ensure internal links include correct keywords •  Make sure the keyword is linked, not “click here” •  Search Your site for target keyword and link to that page being optimized for that keyword Nursing Jobs Hello@HappyMarketer.com
  118. 118. 4. Authority Links Hello@HappyMarketer.com
  119. 119. The Original PageRank Algorithm Hello@HappyMarketer.com
  120. 120. Link Popularity - Directories •  Directory Submissions –  Outsource to an external company –  http://www.submitinme.com/default.aspx •  Almost extinct, don’t spend too much effort Hello@HappyMarketer.com
  121. 121. Link Popularity - Blogs •  A blog is a natural link magnet •  People are encouraged to cross-link, comment •  Start a blog on your topic •  Write articles relating to your major keywords •  Submit blog to major RSS feed directories •  Find other blogs and manually leave comments, build friendship for cross-links Hello@HappyMarketer.com
  122. 122. Link Popularity – Press Releases Articles •  Articles –  Less relevant, more of a numbers game –  Rarely lead to conversions, but great for PageRank •  Press Releases –  Harder to craft, more exclusive, more expensive –  Can lead to spurt of traffic sales –  Must have a newsworthy element to it Hello@HappyMarketer.com
  123. 123. 5. Trouble Signs Hello@HappyMarketer.com
  124. 124. Flash Websites Hello@HappyMarketer.com
  125. 125. Sites with Frames Hello@HappyMarketer.com
  126. 126. URLs / Page Titles that don’t change Hello@HappyMarketer.com
  127. 127. Types of Spam (Page 1) •  Reciprocal Link Trading •  Cloaking •  Promoting Keywords not related to your Web Site •  Keyword Stacking •  Keyword Stuffing •  Hidden Text •  Tiny Text •  Hidden Links Hello@HappyMarketer.com
  128. 128. Types of Spam (Page 2) •  Artificial Link Farms •  Redirects •  Mirror or Duplicate Pages •  Doorway Pages, Gateway Pages or Hallway Pages •  Domain spam Mirror Sites •  Typo spam and Cybersquatting •  Automated Blog Spam Hello@HappyMarketer.com
  129. 129. 6. Experience on Site Hello@HappyMarketer.com
  130. 130. Usability – Speed of Loading •  Major factor in Landing page quality score for both SEO and PPC •  Slow pages = bad user experience •  Shoot for less than 100 kb •  Optimize by lowering image quality, less graphics and cleaning up code Hello@HappyMarketer.com
  131. 131. Usability – Clear Branding •  Have a clear logo on top right, contact information on top left •  Headline –  Large font –  4-8 words –  Clearly spell out what’s on the page –  Have a benefit for the reader –  Probably contains keywords Hello@HappyMarketer.com
  132. 132. Usability – Ease of Reading •  Text –  Use common fonts (Arial, Verdana, Sans Serif) –  Use bold dark colors on white background –  Have headlines and short paragraphs •  Images Videos –  Have an explanatory image or video –  Keep the good stuff above the fold Hello@HappyMarketer.com
  133. 133. Usability – Time Spent on Site •  Google can track how many people click the “back” button •  People can also move pages up or down in rankings •  Watch your web analytics –  Keep the bounce rate down –  Increase the time spent on site Hello@HappyMarketer.com
  134. 134. Offline Online Hello@HappyMarketer.com
  135. 135. Hello@HappyMarketer.com
  136. 136. PFL Hello@HappyMarketer.com
  137. 137.     www.happymarketer.com  www.facebook.com/HappyMarketer   @hmarketer  

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