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Getting your content focus right - Taking your content to the next level

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How to keep your focus while creating and distributing your content - Tips for productive content producers and content marketers!

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Getting your content focus right - Taking your content to the next level

  1. 1. Content creation and content distribution - Taking it to the next level Sara Öhman - 2015
  2. 2. Storm is coming…
  3. 3. …and Google wont be enough!
  4. 4. We are going to need a lot of friends…
  5. 5. …and a lot of CONTENT!
  6. 6. - Heavy wights - Running - Consultant in digital marketing
  7. 7. The content consumer of today…
  8. 8. We need to catch them in their optimal emotional state
  9. 9. The right content
  10. 10. What content should we create?
  11. 11. Awareness Drive traffic Activate Convert Engage Build relationship Videos and pictures in social media, news letters, ads Contests, product information, services Loyalty program Guide Communicate to convert! Own channels Earned channels Paid channels Inspire Share
  12. 12. Aware ActivateEngage Inspire
  13. 13. Help realize urge Inspire to change Argue for products/ services Urge – Make aware
  14. 14. Product specific content Argue for specific products/services Be findable in search Teach - Activate
  15. 15. Make product/service avaliable Encourage to deeper engagement Show testimonals Buy - Engage
  16. 16. Teach about the product/service Get testimonials Encourage to share Evaluation - Inspire
  17. 17. Our purpose Our storyTheir needs
  18. 18. Find your narrative! Tell your story!
  19. 19. Choose tour topics
  20. 20. Find your mix: How much space do you need each topic to fill? Fill in Prioritize your content
  21. 21. Brand Conversion SEO Sharing Checklist for your digital content
  22. 22. Brand
  23. 23. Tonality Visuals Timing Brand
  24. 24. Conversion
  25. 25. Conversion Guide Disposition Emotions
  26. 26. SEO
  27. 27. SEO Keywords /topics Foundation ”Linkability”
  28. 28. Sharing
  29. 29. Sharing Adapt to channels Make available Create content package for influencers
  30. 30. Brand Conversion SEO Sharing What about your content?
  31. 31. ”No matter how good your content is – You will never beat the kitten” - Ben Huh, Cheezburger
  32. 32. Awareness Drive traffic Activate Convert Engage Build relationship Videos and pictures in social media, news letters, ads Contests, product information, services Loyalty program Guide Communicate to convert! Own channels Earned channels Paid channels Inspire Share
  33. 33. Earned channelsOwn channels Paid channels
  34. 34. Social media Newsletters Other channels – Such as sales Own channels
  35. 35. 1. Timing 2. Statement+Question 3. Call-To-Action All you need to know about social media
  36. 36. When should you post?
  37. 37. As many connections as possible!
  38. 38. ”Rapid response” Monitoring - Monitor keywords - Be present and respond in time
  39. 39. Online magazines Influencers/blogs Forums Earned channels
  40. 40. If you can’t beat them - Join them
  41. 41. Seed your content!
  42. 42. Blogs Social mediad Forums  YOUR FRIENDS! Where? #hashtags
  43. 43. 1 % 9 % 90 %
  44. 44. 1. Monitor 2. Process 3. Log Working with bloggers
  45. 45. Get to know over a longer period of time Create packages with content Readers+Relevance in search engines Working with bloggers
  46. 46. It’s all in your pitch
  47. 47. Use mail…
  48. 48. …or Twitter
  49. 49. Social media ads Native ads or advertorials, Sponsorships Displaya ads and marketing automation Paid channels
  50. 50. Sometimes you need some advertising to get viral…
  51. 51. Campaigns High production content Content with high engagement organically Boost with ads
  52. 52. Quantity Relevance
  53. 53. Earned channelsOwn channels Paid channels Create your checklist!
  54. 54. Contact • Mail hej@saraohman.se • Twitter @saraohman • Visit saraohman.se

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