Chris Baggott Presents at OMS Denver
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This document outlines Chris Baggott's presentation on content marketing for acquisition. Some key points include that 80% of blog traffic comes from first-time visitors, content should be created to welcome new visitors. A study found people visit 22 online places before booking. SEO, social media, blogging, photos and video, and employee participation are important. The document discusses using content from landing pages, social media, and email in an automated way. It provides an example of a program with a college network that drove user-generated content through email and saw engagement increases. Consistent content production, tracking, goals, and website integration were factors in its success. The document promotes using email to collect store manager stories for geo-targeted
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Chris Baggott Presents at OMS Denver
- 1. OMS Denver Content Marketing for Acquisition June 2011 Chris Baggott CEO/Co-founder Compendium chris@compendium.com @chrisbaggott
- 2. 2 clients
- 3. My Promise To You: This is all true This Works It’s measurable It’s easy Most of it you have not heard today
- 5. 80% of all blog traffic comes from a “first time visitor” Hi! I’m New Here
- 6. “Any page can be the entry page. . . . We have to rethink our approach to site design and user interaction based on the new world” —Vanessa Fox
- 9. Travel, Tweets and Trends Key Findings from Study – People Visit 22 Online Places Before Booking What it means to you? SEO Facebook Twitter Blogging Email Photos & Video Employee Participation
- 10. C.O.P.E Create Once Publish Everywhere
- 17. The Social Media Long Tail
- 18. What's my Klout?
- 19. Dunbar Circle “Put differently, people who are members of online social networks are not so much networking as they arebroadcasting their lives to an outer tier of acquaintances who aren’t necessarily inside the Dunbar circle. Humans may be advertising themselves more efficiently. But they still have the same small circles of intimacy as ever."
- 20. Capture content from landing pages and email
- 21. Capture content from social media
- 22. Easily moderate and publish content for organic and social search
- 23. Acquire new customers on high converting landing pages
- 24. Email encourages individual social publishing
- 25. Email to Post Administrator / Algorithm Email to Post allows any email content that is delivered to a specific email address to be turned into a post that can be moderated and published. This is ideal for organizations that want to make content creation dead simple for their users/authors.
- 29. Tracking
- 30. Goals
- 31. Integration with the website
- 34. Store Manager Stories Address/store # allows for geo targeting of content Landing Page Store Manager Blog Form
- 35. Collecting Stories via Email
- 36. Old Way: Customers might post on Trip Advisor
- 48. Traffic Following Reminder Email
- 55. Blog Only
- 56. Average Click Through Rate of 16%
- 57. Target: 1500 Terms 20 Geographies
- 66. Atlanta Focus
- 67. Store Stories
- 68. Store Manager Stories Address/store # allows for geo targeting of content Landing Page Store Manager Blog Form May 2011: 16.4% CTR
- 69. Collecting Stories via Email
- 74. Did I keep my promise: This is all true This Works It’s measurable It’s easy Most of it you have not heard today
- 75. Questions? Chris Baggott CEO/Co-founder Compendium chris@compendium.com @chrisbaggott
Editor's Notes
- Email to Post makes content creation and participation in a blogging strategy dead simple. Any user can forward or send an email to a specific email address. The content in the email will turn into the body of the post and any attached images will be imbedded into the post as well. The user can determine whether their Email to Post content waits as a “draft” in their user account or goes directly to the Administrative layer for moderation and publishing. Do you have an employee or constituent that is scared of a new technology? Do you have customer support representatives that receive and answer customer questions via email? Do you receive wonderful testimonials or feedback from customers through a general email account? If so, Email to Post is an ideal solution that allows an organization to leverage this content as a important part of their online marketing strategy.
- Just Search Traffic
- Sears outlet has built Compendium directly into their in-store system. The store managers have goals related to the number of stories produced a week. All they have to do is log into the system they log into anyway. See that blog button? When they push that…..
- They land on this form. The fields are already filled out with the product information and an image of the product. The store person can upload their own picture…for example a picture of the happy customer. They tell a simple story and boom…that content gets published to the locally target store pages.
- In every sale where they can collect an email address the follow up with a series of emails asking for content. They test the heck out of this and have a really high response rate. When a customer story goes live they push the second email with the facebook button. This encourages the customer who just wrote the story to push it to THEIR facebook. Which they do in droves. Facebook is now a significant source for local store traffic.