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.

1. How to create and 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?
Images reproduced from www.whichtestwon.com

6. Good content
• Supports business goals
• Meets users’ needs
• Has shareability

7. Which Test Won?
Images reproduced from www.whichtestwon.com

8. Where
F users
look

9. Shareability = ranking and traffic
Each ONE review = ONE
extra organic visitor per month
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10. Good content
• Supports business goals
• Meets users’ needs
• Has shareability

11. What users (and Google) 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 in central 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.

14. Blogs

15. Blogs

16. Blogs
Pictures first
Clear SEO-friendly titles
Short, concise paragraphs
Use of headings and links
Calls to action - what’s next?
Share functions

17. Social
media
Twitter

18. Social
media
Twitter

19. Social
media
Facebook

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

23. Thanks. Any questions?
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