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Successful Digital Content Strategy

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Your business, content, and digital strategy - learn how to leverage success from one to build the others and repeat the cycle for measurable success. This presentation (from a lecture given at UArts in Feb '17) includes tactical tips and tools focused on digital strategies including SEO, content production, and content marketing.

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Successful Digital Content Strategy

  1. 1. Successful Digital Content Strategy
  2. 2. We’ll Be Covering ➔Online Content Narrative ➔Examples of Successful Digital Content Strategy ➔Creating Online Content ◆ Text ◆ Images ◆ Video ➔Strategy for Your Online Content
  3. 3. 2nd Thursdays
  4. 4. slideshare.net/nchess
  5. 5. Wait, let’s talk about you.
  6. 6. Nicole Hess Director of Strategy Greenlane Search Marketing @nicolecherieh This is me trying to look intimidating
  7. 7. FUN!
  8. 8. The story in my head
  9. 9. Decisions
  10. 10. Test: Will cigarette packaging that has gruesome health warnings reduce smoking?
  11. 11. Result: No. Gruesome health warnings on cigarette packages failed to discourage smoking. They actually make smokers want to light up.
  12. 12. Why does all this matter? Because when you want to convince someone to do something (i.e. buy something) you have to appeal to both reason and emotion.
  13. 13. What is Content?
  14. 14. Anything that purposefully conveys meaning to an intended recipient.
  15. 15. What is Content Strategy?
  16. 16. The purposeful use of content to - convey meaning at the right time, right place, & to the right person.
  17. 17. Example
  18. 18. T-Shirts I make screen printed t-shirts. They’ve got cute sayings on them. Want to buy one?
  19. 19. T-Shirts “I see the world through candy-coated eyes and my work is often comments on popular culture, body image, social justices, or lady drama. I draw inspiration from past and present personal life experiences. I do this through the screen-printed t- shirts I make.” Want to buy one?
  20. 20. What How Why Amberella 1. What Candy heart sayings on different materials 2. How i.e. Screenprinting 3. Why “Seeing the world through candy- coated eyes” “Comments on popular culture, body
  21. 21. “Start with Why” - Simon Sinek https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
  22. 22. Another Philly Local Example
  23. 23. What How Why PetCoach.co 1. What Instant Q&A on anything pet related 2. How Enter your question on our site and a vet will answer it 24/7. Free. 3. Why “Help you provide healthier, happier, and longer lives for your pets.”
  24. 24. “If you look closely, most overnight successes took a long time.” - Steve Jobs
  25. 25. . . . . Jan 2017
  26. 26. How? Simplify? What Why? Why again? Tim Eads Shopeads.com
  27. 27. Yes, it's you. There is no separation of you and your business. In today’s world there isn’t a way of hiding. Use it to your advantage.
  28. 28. And Who Do You Do It For?
  29. 29. Your Audience Who is the audience for the particular thing you are promoting?
  30. 30. What are their needs? Needs: running shoes vs Needs: running shoes to help me train for my first 5k.
  31. 31. Workshop
  32. 32. Questions to Answer 1. What? 2. How? 3. Why? 4. For who?
  33. 33. The Content Plan
  34. 34. Turn Your “Why” and “What” Into Content
  35. 35. You Create You Curate You Receive
  36. 36. “The quality of your content has an exponentially greater impact than quantity.” @janessalantz
  37. 37. 80 / 20 Rule 20% of your content may generate 80% of traffic. Analysis of the content of 3 different clients.
  38. 38. Text 1. Product descriptions 2. Product/service comparisons 3. Your process 4. Your narrative 5. Your team 6. Insights 7. Emails You Create
  39. 39. - Your Products
  40. 40. - Your Insights
  41. 41. - Your Insights Why Invest in a Retirement Plan 1. Social Security is Not a Retirement Plan There’s a mistaken notion that if you’re making contributions to Social Security that should guarantee an income on which you can live when you retire. But a social security pension is only one part of a plan for earnings in retirement years. Consider this: - Are you ready to live on 40% of your current earnings? - Will that be enough to cover housing, food and rising medical costs in your mature years? Social Security benefits, regardless of which part of the world you live, will not be able to allow you to maintain the same standard of living as you experienced during your working years. So it is important for men and women to have a plan that provides supplemental income during retirement. 2. Default Options from Employers Can Be Inadequate Why Invest in a Retirement Plan Some persons have the mistaken notion that they already make contribution to Social Security and that should guarantee them an income on which they can live when they retire. It is important for women to be aware that a social security pension is only one part of making proper provision for their retirement years. Are you ready to live on 40% of your current earnings? Will that be enough to cover housing, food and rising medical costs in your mature years? I believe we all know the answer to these questions. Social Security benefits, regardless of which part of the world you live, will not be able to allow you to maintain the same standard of living as you experienced during your working years. So it is important to have a plan that provides supplemental income during retirement. J Sonia Edwards TheHumanResourceSolution.com
  42. 42. The Little Things AKA microcopy
  43. 43. - Email Marketing Most inboxes look like this Out of all the ones I gave my “first name” to when signing up for their newsletter, only 2 use it.
  44. 44. Always simple and straight to the point. While still having empathy.
  45. 45. Free Trial: semrush.com/uarts17 At a loss for topic ideas? This tool has you covered. “chocolate cake”
  46. 46. Text - Rules of Thumb 1. Focus on creating quality content. 2. Don’t strive for quantity. 3. Provide value. 4. Write for humans, busy humans. 5. Don’t miss the little things.
  47. 47. Images You Create 1. Products 2. Product/service comparisons 3. Your process 4. Your narrative 5. Your team 6. Interests 7. Emails
  48. 48. By 2018 84% of all marketing communications predicted to be visual. — Cisco
  49. 49. VS
  50. 50. - Your Products & Uses Marian Dossou 90secondcake.com
  51. 51. - Your Team
  52. 52. The Little Things - Giving Back
  53. 53. Image Guidelines for Social Media https://makeawebsitehub.com/social-media-image-sizes-cheat-sheet/
  54. 54. Videos You Create 1. Products 2. Product/service comparisons 3. Your process 4. Your narrative 5. Your team 6. Interests 7. Emails
  55. 55. By 2020 Video will make up 80% of all web traffic. - Cisco
  56. 56. Video - Rules of Thumb 1. KISS. Don’t overcomplicate it. 2. Select your distribution method first, then tailor video to that. 3. Ignore the trolls.
  57. 57. Workshop
  58. 58. Answer 3. 1. How could you describe your products or services (differently)? 2. What is happening in your business you can share online? 3. What have you been surprised by? 4. What's your why? 5. What makes your offering / products Describe how for 2. - with text - in an image - through video (podcast?)
  59. 59. Curate
  60. 60. You Create You Curate You Receive
  61. 61. Become a content dj Re-share what you find and enjoy Re-share what your customers will enjoy Share this with: Your own insights How it relates to your experience How it will impact you Something your customers can do
  62. 62. Receive & Curate
  63. 63. Create Advocates 92% of people surveyed said they read online reviews before they buy. - Bright Local
  64. 64. DJing Customer Content How can you get content from customers? ○ Create a hashtag ○ Ask them for their review ○ Ask them for a picture ○ Pseudo stalk them
  65. 65. Content to Build Community
  66. 66. The Little Things - Giving Back
  67. 67. Reach Out Do a Google search for the type of niche (audience) that might be interested in your product / service. Go to their site. Find their contact form/email. Ask if they’d like to chat.
  68. 68. Get alerts for opportunities
  69. 69. Or join a community
  70. 70. Content to Build Your Website
  71. 71. SEO is getting traffic to your site by being here
  72. 72. SEO is a big part of getting people to your website. “Organic Search is Responsible for 64% of Your Web Traffic”
  73. 73. semrush.com/uarts17
  74. 74. It can take time, but stick with it.
  75. 75. Bringing It All Together
  76. 76. Content can be a lot of things.
  77. 77. You Create You Curate You Receive What you do with content depends on you, your business and your customers.
  78. 78. “The quality of your content has an exponentially greater impact than quantity.” @janessalantz
  79. 79. Decisions are based on data and emotions. Because people are human.
  80. 80. What How Why
  81. 81. Taking Action
  82. 82. Step 1. Questions to Answer 1. What? 2. How? 3. Why? 4. For who?
  83. 83. Step 2. What content to create. 1. How could you describe your products or services differently? 2. What is happening in your business you can share online? 3. How has what you've done impacted you? 4. What have you been surprised by? 5. What's your why?
  84. 84. Step 3. What Type of Content What Type of Content Will You Create? 1. Text 2. Image 3. Video 4. Podcast
  85. 85. Step 4. Take Action. Which 1 will you do by this time next week?

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