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EAN Partner Summit 2011: A theory of content strategy
This document provides guidance on how to create and market content for a business. It discusses fixing content problems by using content as the salesperson. Good content should support business goals, meet user needs, and have shareability. Content that is appropriate, useful, focused on users, clear, consistent, and concise will perform best according to what users and Google want. The document also provides tips on profiling users, creating mobile-friendly content, writing blogs, using social media like Twitter and Facebook, planning a content strategy, and measuring content marketing efforts.
EAN Partner Summit 2011: A theory of content strategy
- 1. How to createand market content for your business Kate Kenyon, Senior Content Manager December 2011
- 2. Fixing the Content Problem Image:zzpa, under Flickr.com creative commons licence
- 3. Content is your only salesperson Image: Aaron Tang, under Flickr.com creative commons licence
- 4. Which Test Won? A B Images reproduced from www.whichtestwon.com
- 5. Which Test Won? Imagesreproduced from www.whichtestwon.com
- 6. Good content • Supportsbusiness goals • Meets users’ needs • Has shareability
- 7. Which Test Won? Imagesreproduced from www.whichtestwon.com
- 8. Where F users look
- 9. Shareability = rankingand traffic Each ONE review = ONE extra organic visitor per month 8
- 10. Good content • Supportsbusiness goals • Meets users’ needs • Has shareability
- 11. What users (andGoogle) want Content should be... ....What Google does to decide if you’re delivering that Appropriate to the user’s Looks at keywords, metatags, links, visitors, social media approval initial search Useful to decision making Rewards reviews, video, rich media – social proof Focussed on users Rewards recently updated content, penalises hidden links, duplicate content, old content Clear Considers page layout – F-shaping, use of links, site structure Consistent Repetition across pages, use of synonyms Concise Keyword density Supported Rewards updated content, sites with long-term URL use
- 12. Profiling your users Hotel Name City Room Nights M T W T F S S Avg Stay AvgPax Avg Before 1 Circus Circus Hotel & Casino Las Vegas 2346 214 101 192 209 459 802 369 2.202783 2.1 14.2167 Spontaneous, city-loving couples who are looking for a weekend away in the party capital – Vegas!
- 13. Mobile-friendly content Location. Located incentral New York, Andaz Wall Street - a Hyatt Hotel is a business-friendly hotel within walking distance of Vietnam Veterans Plaza, Federal Reserve Bank of New York, and New York Stock Exchange. Additional points of interest include Brooklyn Bridge and Ellis Island. Hotel Features. Andaz Wall Street - a Hyatt Hotel's restaurant serves breakfast, lunch, and dinner. A bar/lounge is open for drinks. Room service is available 24 hours a day. Recreational amenities include a health club and a fitness facility. Spa amenities include spa services, massage/treatment rooms, facials, and body treatments. This 4-star property has a business center and offers small meeting rooms, a meeting/conference room, and audio-visual equipment. Complimentary wireless Internet access is available in public areas. This New York property has 5920 square feet of event space consisting of banquet facilities. Business services, concierge services, and tour/ticket assistance are available. Additional property amenities include multilingual staff and laundry facilities. Guestrooms. 253 air-conditioned guestrooms at Andaz Wall Street - a Hyatt Hotel feature iPod docking stations and minibars. Beds come with pillowtop mattresses, signature bedding, Egyptian cotton linens, and down comforters. Bathrooms feature showers with handheld showerheads. They also offer makeup/shaving mirrors, designer toiletries, and bathrobes. Wireless Internet access is complimentary. In addition to desks and complimentary newspapers, guestrooms offer cordless phones with voice mail, as well as free local calls (restrictions may apply). 42-inch LCD televisions have premium cable channels, free movie channels, and Oncommand video. Also included are laptop-compatible safes and complimentary bottled water. Guests may request in-room massages, irons/ironing boards, and wake-up calls. A nightly turndown service is offered and housekeeping is available daily. Guestrooms are all non-smoking. Within walking distance of the Federal Reserve Bank of New York and New York Stock Exchange, Andaz Wall Street offers a health club and fitness facility, a restaurant and 24-hour room service. Complimentary wifi is offered in all public areas. This central New York hotel’s 253 rooms feature iPod docking stations, 42-inch LCD televisions and minibars, and guests can also request irons/ironing boards and wake-up calls. Business travellers can make use of the business centre, meeting/conference room and audio-visual equipment. It also offers spa services, a bar/lounge and laundry facilities. The Andaz Wall Street is one mile from Brooklyn Bridge and Ellis Island. It is also within walking distance of Vietnam Veterans Plaza.
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- 16. Blogs Pictures first Clear SEO-friendlytitles Short, concise paragraphs Use of headings and links Calls to action - what’s next? Share functions
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- 20. Social media Conversation, not demands Signpost links offsite clearly Mix of value, opinion and expertise Respond quickly Be topical Be ready to transact onsite!
- 21. Shareability and content marketing Image: Markus Spring, under Flickr.com creative commons licence
- 22. Planning your content Business goals Tracking, Content audit Measurement People, Implementation process, tools audit Content Strategy formation
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