Relaborate            Content Marketing SimplifiedeBook:          t up! C halk i  Content Marketing          +     Social M...
Intro:The marketing landscape has shifted dramatically in recent years.While the end marketing goal of filling the sales fu...
What is Content             Marketing?              Benefits of                ContentContent        MarketingMarketing    ...
Defi                                                 ne   d Content marketing:The creation and dissemination of valuable, ...
Defi                                                 ne   d Content marketing:The creation and dissemination of valuable, ...
Funnel FragmentationThe growth in mobile, search engines, and social media havevastly altered how people consume and filter...
Benefits of Content marketingSupply Your Social feed: What good is astrong social following if the majority of the linksan...
Content marketing HurdlesWhat to write: When met with the task of composingcompany content sometimes even the most experie...
Age of Information:         Search: If a consumer needs a product or         service they use a search engine to find what ...
Search engines                   Fresh ContentTerms:Keywords: The words users type into Google and Bing whenmaking a searc...
Search Engine Algorithms  take into considerationA solid Content Marketing strategy leveraged by acomprehensive Social Med...
SERP Rankings        Rising in SERP’s is a long tail process, but is well        worth the effort. Consider the volume of ...
Tips and Tricks    Editorial Calendar: Input important dates, events,    and releases into your calendar build a schedule ...
The Value of a             “Like” or             “Follow”Social   Facebook Done Media        Right         Twitter Done   ...
PowerCouples         Of    2013                  Barack                     +                     MichelleDavid% +     Vic...
Social Media:Social Media has emerged as a monumental force in the marketingworld. An estimated 80% of all small to medium...
Understanding                    of all US Internet visits in April              9%    2012 were to facebook.com.         ...
Edge RankEdge Rank is an algorithmic filter that works to put the mostinteresting info in each users newsfeed. Considering ...
Follow these tricksDevelop authentic voice:Be personable, and open. Facebook users want to engage with humansnot robots.Ki...
Understanding      500   million registered users on Twitter.            billion Tweets flying across the      33         ...
How users Access  Twitter.com                   64% Mobile App                         16% 3rd Party Site      10%How User...
Follow these tricksA different beast:Twitter and Facebook are much different platforms and should betreated as such. Twitt...
Understanding               61%      of top 100 brands have a                        presence                90      Milli...
The image cannot be displayed. Your computer may not have                                                      enough memo...
Goals of Social      The   and Content are            one in the same MarriageStrategy     Social needs               Cont...
Goals for SM and CM    The image cannot be    displayed. Your                                  Brand Awareness: Social Med...
Content needs SocialLet Social fuel your content: Staying engagedwith you consumer base on social channels, takingnotice o...
Social needs ContentSocial with a purpose: Growing your community for your socialchannels should only be one of eight goal...
Take-A WaysBe the magnet: In todays age of information you will have a much easiertime attracting qualified leads by increa...
Bibliography"The Anatomy of Content Marketing." Content Plus- Infographic. Content Plus, n.d. Web.26 Aug. 2012. <http://ww...
RelaborateAbout%us:%Today%more%than%ever,%successful%brands%are%becoming%content%publishers.%As%marketers,%we%recognize%th...
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Content + social

  1. 1. Relaborate Content Marketing SimplifiedeBook: t up! C halk i Content Marketing + Social Media 101 Learn why marrying your Content Creation and Social Syndication strategies will result in your most productive, cost efficient, marketing channel. 10/4/2012% “Think%of%Social%Media%as%a%fishing%pole%and%Content%Marke9ng%as%bate% without%one%or%the%other%your%going%to%have%trouble%catching%many%fish.”% –Michael%Neu,%Head%of%Product%for%Relaborate%
  2. 2. Intro:The marketing landscape has shifted dramatically in recent years.While the end marketing goal of filling the sales funnel hasremained the same, the best strategies for accomplishing that goalhave evolved.Companies that have continued to focus their marketing spend onOutbound Marketing tactics; TV commercials, print adds, and coldcalling, have realized that the cost per conversion channels haverisen over time.Companies who have transitioned to comprehensive InboundMarketing strategies (social media, content marketing, and SEO)have witnessed their marketing costs decrease, while their reach,leads, and conversion rates skyrocket.The Goals of this eBook: Solid understanding of content marketing Solid understanding of social media syndication Best practices for both Strong grasp of how the two influence your companys SEO And learning how marrying the two strategies together will be your most effective, cost efficient marketing strategy with a myriad of ancillary benefits that follow.
  3. 3. What is Content Marketing? Benefits of ContentContent MarketingMarketing Content Marketing 1 Hurdles Search Engines Love Content Marketing Content Marketing Tips and Tricks Relaborate
  4. 4. Defi ne d Content marketing:The creation and dissemination of valuable, relevant, impactfulinformation with the intention of attracting, engaging andacquiring potential consumer bases. Content Marketing is thedriving force behind successful inbound marking, SEO, socialmedia, brand loyalty, lead generation and customer action.Be theInstead of chasing after consumers, attempting to sell yourservices or products, you are producing relevant informationthat attracts targeted consumers to you. This empowerspotential customers to make knowledgeable purchase decisionswhile simultaneously builds trust and respect for your brand asa thought leader in your perspective industry. 55% Blogs on company sites result in 55% more visitors. Companies with blogs receive 97% 97% more inbound links. of consumers prefer getting to The 70% know a company via articles rather than ads.Facts of consumers feel more positive 60% about a company after reading custom content on its site. Blogs give sites 434% more 434% indexed pages.
  5. 5. Defi ne d Content marketing:The creation and dissemination of valuable, relevant, impactfulinformation with the intention of attracting, engaging andacquiring potential consumer bases. Content Marketing is thedriving force behind successful inbound marking, SEO, socialmedia, brand loyalty, lead generation and customer action.Be theInstead of chasing after consumers, attempting to sell yourservices or products, you are producing relevant informationthat attracts targeted consumers to you. This empowerspotential customers to make knowledgeable purchase decisionswhile simultaneously builds trust and respect for your brand asa thought leader in your perspective industry. 55% Blogs on company sites result in 55% more visitors. Companies with blogs receive 97% 97% more inbound links. of consumers prefer getting to The 70% know a company via articles rather than ads.Facts of consumers feel more positive 60% about a company after reading custom content on its site. Blogs give sites 434% more 434% indexed pages.
  6. 6. Funnel FragmentationThe growth in mobile, search engines, and social media havevastly altered how people consume and filter their options priorto making purchase decisions. People in 2011 consumed anaverage of 10.4 different sources on information before makinga purchase decision. This is a giant leap form the 5.4 sourcesof information people viewed before making decisions in 2010.The funnel has fragmenting into various touch points thataffect the users purchase decisions. ‘s are a ChangingBecause consumers are influenced by more sources of infoduring their purchase decision than ever before the need fora solid content marketing strategy has become paramount.Good content should be repurposed into different forms andsyndicated across the appropriate channels in order to meetconsumers at as many of these touch points as possible.%Good content marketing is knowing:•  What topics your company should write about.•  Who in your network is most qualified speak on each topic.•  What types of content are appropriate for each topic.•  Where your audience expects to find the content.•  How can you expand the reach and value of each piece of content.Social is Overlapping and Intertwined:Because content marketing is the creation of valuable information with theintent of attracting targeted leads, by definition social media is an actual typeof content marketing. Social media also acts a catalyst for topic ideation and asyndication tool for other forms of content. For these reasons companies tendto treat social media as its own entity. For the sake of this eBook and yourown marketing efforts I challenge you to think of social media as both a typecontent marketing and a catalyst to amplify your other content creation efforts.
  7. 7. Benefits of Content marketingSupply Your Social feed: What good is astrong social following if the majority of the linksand post you are providing direct traffic awayfrom your site?Referral Traffic: Creating and stimulating conversations inyour industry will lead to other sources linking andreferring to your content.Boost SEO: Search engines reward fresh relevant content.Individual pieces of content will rank for a variety ofkeywords while your entire web presence will gain relevancein the eyes of search engines overtime.Reputation and Sentiment Management: Whenconsumers read your material and find value in it withoutyou pushing your products or services on to the consumer,you build a reputation with that consumer and establishyourself as a thought leader in your industry. You gaincredibility and trust with brand loyalty soon to follow.Low Costs: Costs per conversion for inbound is 1/3 the costper conversion for outbound marketing.Strengthen Partnerships: Highlighting partners andbringing on reputable guests broadens your audience andadds extra value to the companies you partner with.Fill the Sales Funnel: Delivering high-quality, valuablecontent to prospective consumers drives profitable customeraction. (Highly Targeted -Leads from Inbound Marketing are 5x more likely to convertto a sale than out bound marketing tactics)
  8. 8. Content marketing HurdlesWhat to write: When met with the task of composingcompany content sometimes even the most experiencedmembers simply don’t know what to write. A good way todraw up ideas is by reading articles that are already beingshared in your industry and assessing what valuable insightsyou can you add to the conversations already taking place.Also take note of frequently asked questions andmisconceptions in your industry.Time from Executives: Executives usually have theexpertise to carry the voice of their brand but are to busyto spend half a day working on a blog post.Consistency: Producing content on a consistent basis isvital to building and maintaining an audience. Doing so isdifficult. Create an editorial calendar and build up a stockpile of content so the process isn’t rushed and you cansurvive even the most hectic work months.Syndication Efforts: You can be the best writer in yourindustry but if you don’t put your material in places where itcan be easily found and shared then your efforts will be invain. (A big reason why content marketing and social mediago together like fresh baked cookies and a glass of milk.)Producing valuable content consistently can bedifficult for any company. It requires a highlevel of focus, participation, and dedication. Relaborate
  9. 9. Age of Information: Search: If a consumer needs a product or service they use a search engine to find what they are looking for. Social: Social media has knocked down the walls of consumer and corporate engagement and exponentially amplified the concept of “word of mouth”. Mobile: The rapped growth in mobile, has taken these searches and points of engagement and made them instantaneous and continuous. Content: These three monumental factors have created the perfect storm for Content Marketing to emerge as a primary marketing need for companies. To truly understand the value of Content Marketing you first need a little background in Search Engine Optimization.SEO 101:% & reward sitesthat produce fresh, relevant content.
  10. 10. Search engines Fresh ContentTerms:Keywords: The words users type into Google and Bing whenmaking a search query.Search Engine Page Results (SERPS): Once a search ismade a SERP is the page of results that appear. They areusually made up of two types; Paid Results and OrganicResults.Paid Results: The top 3 results (pink background) and theright sidebar are paid ads purchased by companies on GoogleAdWords. (Content marketing has no effect on these results)Organic Results: Search Engines take the keywords thatusers type into the search bar and run them through acomplicated algorithm. Organic results are the results thatthese search engines display in the order that they believe aremost relevant based on your keyword search. billion searches are made on Google 3 each day. of people rely on Search Engines as the The 82% primary source to learn about products and services they need and want.Facts 75% of clicks are from organic not paid search. 50% of queries don’t have paid results at all.
  11. 11. Search Engine Algorithms take into considerationA solid Content Marketing strategy leveraged by acomprehensive Social Media strategy is THE BEST way for yourcompany’s website to rise in organic search engine resultrankings and rank for the widest variety of keyword terms.After looking at some of the factors in the algorithm its clearwhy. How relevant is the content in the page. How reputable is the website. (your site builds credibility over time) How often are variations the keywords found on the page. How well do the keywords match the page title. How recent was the page created. WhatFactors How many people have linked to the page. in% Who has linked to your page. Ex: If CNN links to your blog post that carries more weight than if Joe Shmo links to your post. How long does the average person stay on your page.
  12. 12. SERP Rankings Rising in SERP’s is a long tail process, but is well worth the effort. Consider the volume of searches in your industry in a year and the margins of single sale for your company. Even moving up even a single position can equate to a huge increase in revenue. Adobe Social | adobe.com www.adobe.com/ The first End-to-End Social MarketingTheAverageClickThroughRate(CTR)byPosiDononGoogleSearchEngineLandingPages(SERP) 1 18.20%% Social Listening Tools www.slideshare.net/rosiesiman/social-listening-tools-10616610 Feb%16,%2012%–Like this presentation? Subscribe to Rosie’s T3 – The… 50 Free Social Media Tools You Can’t Live Without2 10.05%% Thenextweb.com/Socialmedia/…./50-mostly-free-social-media-tools Mar%18,%2012%–Specific listening tools. Each of the major social med... 10 Social Media Listening Tools You Haven’t Heard About3 7.22%% www.business2comunity.com/social…/10-social-media-listen-repor.. Jun%7,%2012%–It’s time for another round-up of interesting players in the.4 4.81%% Social media listening tool comparison –Smart Insights… www.mashable.com/comparing-top-social-media-listening-tools-10410 Dec%3,%2011%–Which social listening tools are right for my company. I... The Art of Social Listening: 7 Tools to Improve this task …5 3.09%% socialmediatoday.com/…/art-social-listening-7-tools/…10021032100… Mar%5,%2012%–Think you cant afford a good social media management…6 2.76%% No-Cost Social Media Listening Tools | Geekwire www.geekwire.com/…/no-cost-listening-tools/…/10612032100… May%11,%2012%–Social media listening tools that will improve your... Socialmedia-listening - Tools7 1.88%% socialmedia-listeing.wikispaces.com/Tools Jan,%29%2012%–Social media listening tools that will improve your... Listening Tools for Social Media Monitoring – Janet Fouts8 1.75%% Janetfouts.com/listen/ July%20,%2012%–A list of social media monitoring tools I’ve tried myself…
  13. 13. Tips and Tricks Editorial Calendar: Input important dates, events, and releases into your calendar build a schedule around those dates. Stock Pile: Build up a stock pile of content that has been approved for publish, that way if your company runs into a busy week your blog doesn’t suffer. Collaborate: Often times the experienced thought leaders inside companies are to busy to write the company content. Having a young capable writer collaborate with that executive to produce and syndicate the content allows your company to maintain a voice that reflects the intelligence and experience inside the company. Make it a priority: To see results with an inbound strategy, you will need to jump in with both feet. Managing your company blog, and social accounts requires planning, collaboration and dedication. Timing: Publish your blog content in the morning. 7am is the optimal time to post because other writers can reference your article in their own work, and your post will still be fresh for the 9am spike in reading audience. Frequency: Sites that produce more than one article a day receive more inbound links than sites that don’t. For some companies one a day might not be possible so aim for three a week.
  14. 14. The Value of a “Like” or “Follow”Social Facebook Done Media Right Twitter Done 2 Right Google+ Done Right LinkedIn Done Right Relaborate
  15. 15. PowerCouples Of 2013 Barack + MichelleDavid% + Victoria Jay z% + Beyoncé Solid Content% + Social Syndication
  16. 16. Social Media:Social Media has emerged as a monumental force in the marketingworld. An estimated 80% of all small to medium size companies have asocial media presence. SMB’s are estimated to spend around 3.9 billionin social media marketing in 2013. This trend isn’t just a flash in thepan.Reasons for Spend on Social1.  Consumers spend their time on social media platforms.2.  Consumers value the opinions of their peers.3.  The reach of messaging on social platforms in unprecedented.4.  Social Media allows consumers to interact directly with companies.5.  Consumer info is abundant allowing companies to precisely target their customer base. ? ?The BIG question:? ? ?What is the ROI of a “Like” on Facebook or a“Follow” on Twitter?Depending on how you are leveraging your channels the answer to thatquestion can be quite different.•  If your company is using their social channels to engage with your clients andspread your web content then the value of growing your social following isimmense.•  If your company is only using their social channels to link to other articles inyour industry and reply to disgruntled customers then the girth of your socialaudience doesn’t hold nearly as much value.Understand each channel isWhen used correctly, social media can be an extremely powerful asset,to the branding, community management, and outreach of any company.If you can understand a few key concepts surrounding the major socialplatforms then all of your companies’ engagement moving forward canbe deliberate and impactful.
  17. 17. Understanding of all US Internet visits in April 9% 2012 were to facebook.com. billion visits a week. Facebook 1.6 averaged more than 229 million The US visits a day for the year-to- date.Facts 20 is the average visit time on min Facebook. most searched term on the #1 internet is Facebook. 0f Facebook users never revisit 96% fan and company pages after “liking” them.Behind the SceneThere is a reason why people spend more time on Facebookthan any other sight on the internet. Making their userexperience as fun and engaging as possible is a BIG reasonwhy.The newsfeed is where consumers spend 46% of their time onFacebook and where almost 80% of all information on Facebookis consumed. In order to make users newsfeed experience aspleasant as possible Facebook created an algorithm called EdgeRank.
  18. 18. Edge RankEdge Rank is an algorithmic filter that works to put the mostinteresting info in each users newsfeed. Considering 96% of Facebookusers never revisit fan and company pages after “liking” them; showingup in as many newsfeeds as possible is VERY important.How it works: Page Rank Increase: If you post to your companies wall and that post receives a lot of “likes” “shares” and “comments” then your edge rank will increase, and the next time your company posts something it will show up in more initial users newsfeeds. Page Rank Decrease: If you post something to your company’s wall and it receives hardly any “likes” “shares” or “comments” then your company’s edge rank will drop and the next time you post from your company’s page the post will show up in even fewer initial newsfeeds. Individual Content: If a particular post receives high engagement then that individual post will have a longer life and show up in more news feeds. If a piece of content doesn’t receive engagement after being posted then its life span will be short and will not show up in as many newsfeeds. Individual Connections: Users newsfeeds are populated by info from users and companies they have interacted with in the past. The more frequent and recent the interactions the higher the chance that your post will show up in that particular newsfeed. Influencer Focus: Receiving engagement from users with a high edge rank is more beneficial because more users “care” about those users interactions. Interactions made by that high profile user naturally shows up in more users news feeds than a user with a lower edge rank.
  19. 19. Follow these tricksDevelop authentic voice:Be personable, and open. Facebook users want to engage with humansnot robots.Kick start your posts:Have advocates of your page (friends or employees that are notadmins) engage with ALL of your posts to gain early traction.Do your research:Become aware of other companies successful campaigns, contests,apps, and post types, then asses whether they would work with yourbrand. (check out mashable.com and geekwire.com for new examples)%If its dry, it wont fly:Only post to your company page if your content is interesting enoughto draw engagement. (A low engagement post can hurt your edgerank.)Engage, engage, engage:Ask questions, listen, and be responsive. Every two way conversationis a golden opportunity to deepen relationships, build loyalty, andboost edge rank.Timing and frequency matter:The best time to post to Facebook is in the mornings and lateevenings. The optimal amount for company pages to post is once everytwo days.Learn from insights:Facebook.com/insights can be your best friend. Compare ongoing,posts, pages, campaigns, and apps. See what is working and what isnot. Set goals and find advocates.Share don’t sell:Highlight your company culture and syndicate blog posts that bringvalue to your audience. Having rewards for customers that engagewith your brand is good, trying to hard-sell customers is bad.
  20. 20. Understanding 500 million registered users on Twitter. billion Tweets flying across the 33 Twittersphere every day. The of users say they follow a brand on 43%Facts twitter for special offers/deals. of users are likely to recommend a 67% brand they follow to others. of the 100 fortune global companies 88 post daily news and updates. of users are more likely to purchase 75% from a brand they follow. What Makes users Retweet
  21. 21. How users Access Twitter.com 64% Mobile App 16% 3rd Party Site 10%How Users Decide Who to Follow Suggested by Friends 47% Online Search 44% Suggested by 69% Twitter 31% Promotions
  22. 22. Follow these tricksA different beast:Twitter and Facebook are much different platforms and should betreated as such. Twitter has no algorithm that filters your posts fromyour audience. If you tweet it, it will show up in your all of youfollowers twitter feeds. So throw caution to the wind.Only 1 twitter risk:If you use Twitter to constantly sell your brand without providingmuch value to you audience then some of your followers might un-follow your company. Besides that if you have something of value toshare, then tweet, tweet, tweet away.Follow to get followed:Use followerwonk.com, its free. Find influencers in your industryfollow them. Engage with them. Half will follow you back. In a monthyou can unfollow some of the ones who don’t.Reciprocity is the recipe:Retweet and reply to influencers tweets and in time they will likelydo the same for you. People take pride in their tweets so showingsome twitter love goes a long way.Hash tag #A great way to get more visibility is to use hash tags. Find out whichones are being used in your industry and apply when applicable.%Twitter tools:You can use third party twitter sites like tweetdeck.com andhootsuite.com let you organize the handles you follow into categories,while bit.ly.com allows you to shorten your links to give you more roomto write something twitteriffic.
  23. 23. Understanding 61% of top 100 brands have a presence 90 Million users and counting TheFacts 60% of users log on to Google + on a daily basis 80% of users engage on a weekly basisReason to Consider: Google+ might not be as robust as other socialmedia platforms, but there are still a few reasons to strongly considerGoogle + for your business. Integration with all of Search results are Google indexes your site Google’s other tools make for effected by your more quickly boosting a personalized engagement. friends on Google + SEO. Tips and TricksShare others content:Identify influencers and share their content. If there are topics you can expandupon, do so in the form of a blog post, make sure to reference the influencers,and the content with them. They will most likely share your post as well.Add formating to your posts:Spend the time to format your posts, with bold, italics and underscores whenappropriate to make your posts stand out.%Post your content: Posting company content on Google+ is highly underutilized. Your audience is targeted and qualified.
  24. 24. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have Understanding been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. of Fortune 500 companies have an 100% executive with a LinkedIn account million plus companies have LinkedIn 2 Company Pages. of members say linkedIn helps them The 64% develop relationships and grow newFacts business. The image cannot be displayed. Your computer million unique publishers actively may not have enough memory to open the image, or the image may have been corrupted. Restart 1 your computer, and then using the LinkedIn Share button on open the file again. If the red x still appears, you may have to delete the image and then insert it again. their sites 212 millon business leads were generated in 2011 via Linked In members use Linked in to keep on 3/4 business news or research companies % Tips and TricksTreat connections like relationships:Make an effort to build a relationship with influencers and companies beforetrying to make the LinkedIn connection. If you are trying to use someone fortheir name they will most likely see right threw that.Update often:Encourage your peers and your company page to update their profiles each timesomething significant happens inside the company. It is a great way to attracttalent to your organization and targeted leads.%Get a short URL: Go to gplus.to to get a nickname. A short and sweet URLwill be easy to remember and share.
  25. 25. Goals of Social The and Content are one in the same MarriageStrategy Social needs Content 3 Content Needs Social Conclusion Relaborate
  26. 26. Goals for SM and CM The image cannot be displayed. Your Brand Awareness: Social Media aims to spread awareness through “word of mouth”, Content Marketing computer may not have enough memory to open the image, or the image may have been corrupted. Restart your spreads brand awareness through sharing and search. Brand Loyalty: Social builds relationship through The image cannot be displayed. Your computer may not have enough memory to open the engagement, content builds respect through thought image, or the image may have been corrupted. Restart your computer, and leadership and providing added value. then open the file again. If the red x still appears, you Search Visibility: Search engines reward fresh valuable content. Search engines deem content valuable if it receives a high volume of visits, and is linked to and shared often (Social Media’s bread and butter). The image cannot be displayed. Your computer Reputation Management: Both social and content are may not have enough memory to open the image, or the image may have been corrupted. outward facing. Consumers form opinions about your brand Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and based on both. then insert it again.The image cannot be Enhance PR: Companies that are mentioned by reputable sources do so by creating content of their own, highlightingdisplayed. Your computermay not have enoughmemory to open the image,or the image may have beencorrupted. Restart your other thought leaders, and by staying involved in thecomputer, and then open thefile again. If the red x stillappears, you may have todelete the image and then conversations happening in their industry.insert it again. The image cannot be displayed. Your computer may not Facilitate Customer Service: Social Media deals directly with consumers while a portion of the content that your have enough memory to open the image, or the image may have been corrupted. company creates should be answering commonly asked Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image questions to prevent future confusion. and then insert it The image cannot Building Community: “Follows” and “Likes” lay the ground be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your work for syndicating valuable content to a growing audience on a consistent basis. computer, and Lead Generation/Drive Sales: Although neither The image cannot be% displayed. Your computer may not have enough memory to open the image, or the strategies are direct this is the end goal for both strategies image may have been corrupted. Restart your computer, and then open the file again. If and is the ultimate result of accomplishing all other goals. the red x still appears, you may have to delete the image and then
  27. 27. Content needs SocialLet Social fuel your content: Staying engagedwith you consumer base on social channels, takingnotice of frequently asked questions, and thetopics that are trending in your industry canalways spark content creation ideas.Giving your content legs: If you write a stellar piece ofcontent but no one knows it exists than what is the point?Syndicating your content across your social channels puts yourcontent in front of an audience. If that audience reads thearticle and finds enough value in it to share it with theiraudience, then the article can begin to spread through thesocial web.Mean while search engines are tracking your content andindexing how long users are staying on your content, and howmany people are sharing your link. Because your content isbeing passed along social channels it is also climbing in SERPrankings. Now users that are searching on keywords used inyour piece of content are stumbling across your article andreading it. A percentage of your audience that found your %content on a search engines will then share your link withtheir social audience amplifying your message in a viral nature.
  28. 28. Social needs ContentSocial with a purpose: Growing your community for your socialchannels should only be one of eight goals surrounding your socialmedia efforts. Content syndication and calls to action give your socialchannels purpose.Don’t Echo Conversations, Expand Them:Sharing and retweeting articles written by other sources in yourindustry:•  Helps grow your community.•  Drives traffic to the authors site.•  Establishes your social channels as a hub for information in your industry.Expanding on a topic with a piece of content of your own thatreferences and links to the original article that you can then tweetout:•  Helps grow your community.•  Drives traffic to your site and the original author’s site.•  Establishes your social pages as a hub for information in your industry.•  Showcases your companies experience and wisdom•  Boost your sites SEO•  Builds relationships with industry influencers.Let Content DRIVE your engagement: Consumers rarelyengage with or share companies’ posts on social platformsunless the companies posts provide either, money saving %opportunities (coupons and contests),or links to content that deliver value.“Without content a social media campaign is hollow.” - Mike Volpe, CMO of HubSpot
  29. 29. Take-A WaysBe the magnet: In todays age of information you will have a much easiertime attracting qualified leads by increasing your web search and socialvisibility rather than trying to chase after consumers and attempting to sellthem on your product or service. Allow those who are interested to find you.Search Engines Love Fresh Content: Creating a stream of freshrelevant content is the best way to improve in SERP rankings and to rank forthe widest variety of keywords searches. Outbound/ Paid Inbound/ Earned Spend 10% Spend 90% $40b Traffic $5b Web TrafficUnderstanding Social: Knowing the nuances of each social platform helpsyou improve your presence and save time.Social Milestones vs. Social Goals: Your goal for social media isn’t toreceive “Likes” and “Follows” it is a milestone in the larger focus ofgenerating leads and building brand loyalty.Social and Content Need Each Other: Like Batman and Robin, peanut-butter and jelly, brown sugar and oatmeal, without the other the two areincomplete. For either to reach their full potential both strategies need tofeed of each other.You Have to Give Love to Receive Love: Whether it is in your socialmedia engagement, or content creation, giving recognition to thought leadersis always a good use of time.Get Organized: Your company will never be content marketing mavensunless you fully commit, create a calendar around company events andreleases, assign an internal advocate who is held accountable for driving theprocess, stockpile posts, and collaborate.
  30. 30. Bibliography"The Anatomy of Content Marketing." Content Plus- Infographic. Content Plus, n.d. Web.26 Aug. 2012. <http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing>.Bennett, Shea. "Twitter Facts And Figures [INFOGRAPHIC]." AllTwitter. Media Bistro, 15Aug. 2011. Web. 24 Aug. 2012. <http://www.mediabistro.com/alltwitter/twitter-facts-figures_b12674>.Byers, Rebecca. "The Twitter 2012 Infographic Has the Freshest Stats on the Service."TrendHunter.com. N.p., 24 Feb. 2012. Web. 28 Aug. 2012. <http://www.trendhunter.com/trends/twitter-2012-infographic>.Darrell, Richard. "Twitter 2012: The Projected Stats & Facts [Infographic]." Bit Rebels.N.p., Mar. 2012. Web. 19 July 2012. <http://www.bitrebels.com/social/twitter-2012-the-projected-stats-facts-infographic/>.Edelen, Candyce. "B2B Sales and Marketing Effectiveness for the Capital Markets." B2BSales and Marketing Effectiveness for the Capital Markets. DemandGenReport, 11 June2012. Web. 12 Sept. 2012. <http://www.propelgrowth.com/tag/mike-volpe/>.Fiorelli, Gianluca. "The Daily SEO Blog." SEOmoz. MOZcon, 24 July 2012. Web. 19 Aug.2012. <http:/ /www.seomoz.org/blog/the-state-of-content-marketing>.Fishkin, Rand. "The Daily SEO Blog." SEOmoz. N.p., 20 Aug. 2012. Web. 4 Sept. 2012.<http://www.seomoz.org/blog/announcing-the-2012-seo-industry-survey>.McGee, Matt. "Organic Click-Thru Rates Tumbling; Only 52% Click On Page One, StudySuggests." Search Engine Land. N.p., 18 Oct. 2011. Web. 20 Sept. 2012. http://searchengineland.com/organic-click-thru-rates-tumbling-study-97338.Pulizzi, Joe. "Why Content Marketing (as a Term) Is All the Rage." Why ContentMarketing (as a Term) Is All the Rage. Content Marketing Institute, 1 Mar. 2012. Web. 20Sept. 2012. <http://blog.junta42.com/2012/03/content-marketing-term/>.Vidyarthi, Neil. "Who’s Actually Using Google Plus?" Whos Actually Using Google Plus?Socialtimes, 5 Nov. 2011. Web. 5 Sept. 2012. <http://socialtimes.com/whos-actually-using-google-plus-infographic_b86048>.Zarrella, Dan. "The Science of Social Timing Part 1: Social Networks." The Science ofSocial Timing. Kissmetrics, Hubspot, 16 June 2011. Web. 26 Sept. 2012. <http://blog.kissmetrics.com/science-of-social-timing-1/>.
  31. 31. RelaborateAbout%us:%Today%more%than%ever,%successful%brands%are%becoming%content%publishers.%As%marketers,%we%recognize%this%and%see%how%effec9ve%content%can%become%a%targeted%%ad%unit%that%can%be%syndicated%through%social%channels%and%%aXract,%engage%and%acquire%customers.%However,%crea9ng,%managing,%and%sharing%this%content%is%s9ll%fragmented%and%difficult.%Thus,%we%built%Relaborate%to%enable%businesses%to%create%impac[ul,%shareable%content%at%scale.% Relaborate.com/Blog% Facebook.com/Relaborate% TwiXer.com/Relaborate% Linkedin.com/company/Relaborate_Inc_% Plus.Google.com/102994230355815090328% Thanks for Viewing!

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