Pubcon 2013: Motivating the Masses: Inspiring Your Team to Build a Better Blog

1. DOWNLOAD this presentation bit.ly/motivatingmasses MOTIVATING THE MASSES Inspiring Your Team to Build a Better Blog Presented by Monique Pouget | October 24th, 2013 www.ThunderSEO.com @MoniqueTheGeek | #pubcon

2. www.ThunderSEO.com @MoniqueTheGeek | #pubcon

3. First Oﬀ – Who am I? Monique Pouget Director of Content Strategy @moniquethegeek linkd.in/mpouget gplus.to/moniquepouget thunderseo.com/blog www.ThunderSEO.com @MoniqueTheGeek | #pubcon

4. CONTENT STRATEGY “Plans for the creation, publication, and governance of useful, usable content.” - KRISTINA HALVORSON, CONTENTSTRATEGY.COM www.ThunderSEO.com @MoniqueTheGeek | #pubcon

5. Start here ANALYZE & OBSERVE BUILD ONLINE COMMUNITY MEASURE MONITOR & ENGAGE Content Strategy Framework SPREAD THE WORD ESTABLISH GOALS DEVELOP STRATEGY AKA Content MarkeCng CREATE VALUE www.ThunderSEO.com @MoniqueTheGeek | #pubcon

6. CONTENT PLANNING www.ThunderSEO.com @MoniqueTheGeek | #pubcon

7. BRAINSTORM www.ThunderSEO.com @MoniqueTheGeek | #pubcon

8. Topic Writer www.ThunderSEO.com Audience Due Dates UTMs SCHEDULE @MoniqueTheGeek | #pubcon

9. WHEN IN DOUBT… Make boring stuff funny. DOCUMENT IT www.ThunderSEO.com @MoniqueTheGeek | #pubcon

10. 2 CONTENT RESEARCH www.ThunderSEO.com @MoniqueTheGeek | #pubcon

13. Get to know this guy. He’s wicked smart. @IanLurie www.ThunderSEO.com @MoniqueTheGeek | #pubcon

14. MARKETING DUNGEONS + DRAGONS OVERLAP GOLD www.ThunderSEO.com @MoniqueTheGeek | #pubcon

15. Write for overlapping interests. www.ThunderSEO.com @MoniqueTheGeek | #pubcon

16. RANDOM AFFINITY TWO IDEAS LINKED ONLY BY THE FACT THAT A GROUP OF PEOPLE LIKE THEM BOTH. www.ThunderSEO.com @MoniqueTheGeek | #pubcon

17. Surprised? Me neither. www.ThunderSEO.com @MoniqueTheGeek | #pubcon

18. 3 CONTENT CREATION www.ThunderSEO.com @MoniqueTheGeek | #pubcon

19. Who Are You WriKng For Bots or Humans? www.ThunderSEO.com @MoniqueTheGeek | #pubcon

21. Style Guides – What to Include? •  •  •  •  •  •  •  •  •  •  •  •  GOALS of Content Demographics & Audience Personas Authorship Brief Topic Examples Title & Permanent URLs Categories & Tags Headers – H2, H3, H4? Bold, Italics, CAPITALIZED? Blog Width and Image Sizes Image Sources Thumbnails Length Requirements or RestricCons Metadata – Title and DescripCon Tags www.ThunderSEO.com @MoniqueTheGeek | #pubcon

23. 4 CONTENT PROMOTION www.ThunderSEO.com @MoniqueTheGeek | #pubcon

24. Make promotion unique to each channel www.ThunderSEO.com @MoniqueTheGeek | #pubcon

25. Encourage sharing from writers and colleagues www.ThunderSEO.com @MoniqueTheGeek | #pubcon

26. Celebrate wins internally. www.ThunderSEO.com @MoniqueTheGeek | #pubcon

27. Track Growth – UTMs h]p://www.thunderseo.com/blog/utm-‐parameters/ www.ThunderSEO.com @MoniqueTheGeek | #pubcon

28. Track Growth – UTMs www.ThunderSEO.com @MoniqueTheGeek | #pubcon

29. Share Growth – Friendly CompeCCon www.ThunderSEO.com @MoniqueTheGeek | #pubcon

30. INFINITE WISDOM www.ThunderSEO.com @MoniqueTheGeek | #pubcon

31. “Knowledge is the first value of our company. Without reading and blogging, we don't grow, we don't add value to our community, and we can't make a difference in our clients' businesses.” Mackenzie Fogelson Owner & Fearless Leader - Mack Web Solutions www.ThunderSEO.com @MoniqueTheGeek | #pubcon

32. “My go-to team motivational method is in the form of a pump up speech. When it comes to motivating a group of people to contribute to something collective, I have found it is important to emphasize impact. People need to feel like what they do gets noticed and matters, same holds true for what they don't do. Sometimes they have to be "get in the game" talks. In my experience when the team I lead sees how much I care, when I use my own struggles and failures to relate to what they are experiencing, this tends to hit home.” Brittan Bright Director of Client Strategy - iAcquire www.ThunderSEO.com @MoniqueTheGeek | #pubcon

33. “Whatever's going on in the industry, we always end up talking about it while playing darts, eating lunch, drinking beer, etc. and my constant refrain is "That would be a good blog post." Sometimes it just takes looking at it in a new way to realize the potential." Courtney Seiter Community Manager - Raven Tools www.ThunderSEO.com @MoniqueTheGeek | #pubcon

34. “I find it really helpful to have a physical calendar in the team's space with visual reminders for the whole team. If the calendar is not made public, people are generally more willing to disappoint themselves. But if you make it public, the whole team is expecting a post and no one wants to let their team down.” Bekka Palmer Magic Maker - Tattly www.ThunderSEO.com @MoniqueTheGeek | #pubcon

35. “Be a nice pest. The squeaky wheel gets the grease, but no one likes the wheel very much. It's important to keep on top of people for blog posts, but be sure to also emphasize there is no pressure.” Mary Weinstein Director of Content - CPC Strategy www.ThunderSEO.com @MoniqueTheGeek | #pubcon

36. “I send out a weekly Kahena AwesomeSauce email rounding up all the great things we do and some of the cooler projects and feedback we have gotten from clients.” Aaron Friedman Director of SEO - Kahena Digital Marketing www.ThunderSEO.com @MoniqueTheGeek | #pubcon

37. “We actually require those on our search and social teams to blog once a month as part of their employee development. When someone's post does well, whether it's a mention by someone super cool, a great comment, or just a lot of shares, we'll send out a company-wide email congratulating them and showcasing why their post did well.” Casie Gillette Director of Online Marketing - KoMarketing Associates www.ThunderSEO.com @MoniqueTheGeek | #pubcon

38. “Feedback gives contributors the confidence to keep going and makes them less afraid to run new ideas by you. So if you genuinely like something, make sure you let them know and don't be hesitant to share, not just like. Likes are cheap and easy, but I feel like sharing and writing even a sentence to go along with it shows that you give a damn.” Kiran Umapathy Right-Hand Man - Holiday Matinee www.ThunderSEO.com @MoniqueTheGeek | #pubcon

39. If All Else Fails… Try One of These Methods www.ThunderSEO.com @MoniqueTheGeek | #pubcon

40. DOWNLOAD Q & A this presentation bit.ly/motivatingmasses monique@thunderseo.com @moniquethegeek linkd.in/mpouget thunderseo.com/blog MONIQUE POUGET Director of Content Strategy www.ThunderSEO.com @MoniqueTheGeek | #pubcon