This document provides guidance on using content and social media to drive business results. It emphasizes setting concrete and measurable goals, understanding the target audience, and developing a content strategy and promotion plan. The general model involves bringing visitors in, getting permission to interact, and converting them. Content should give value, grow the opt-in list, and establish expertise. Both regular and evergreen content are important. The document also covers content planning, driving conversions through blogging and social media, resources needed, and measuring results.

1. Content and Strategy
Using blogs, content and social media to drive
business results for your brand
Priit Kallas, www.dreamgrow.com

2. Goals
Concrete! Measurable!
Number! Unit! Dollars!

3. 98%
most visitors don't come to buy

4. Who are you?
What do you offer?
What problem do you solve?
Why should I care?

5. Bad goals

Fan count

Visitors

Etc.

6. Good goals

7. Steps
1. Bring them in
2. Get a permission to interact
3. Convert

8. General model
Prospect
activities
Internet
Sale
marketing
(Lead)
activities
Money

9. (View)
(Click)
Sharing
Permission
Lead
bit.ly/48smkpi

10. Sale!
(action)
Image http://www.sxc.hu/photo/840748

11. Model?!
Landing
Ad
page
Offer in Landing
Facebook
Facebook page
Sale
Mailing- Landing
Twitter Blog post
list page
Service/ Email from
Search Blog post Meeting
product prospect

12. Facebook wall post Landing page
Facebook ad
SALE!

13. Action to
measure!
Google Analytics: Goal
1000 123
Action 123 converts Thank
page you
-877
goo.gl/V3WYD

14. Model?!

Consistency, predictability, and repeatability
are the foundation of great results:
►Experiment with different models.
►Find out what works for you.
Experiment Works?
Repeat!

15. Target group
Whom are you selling to?
What do you know about them?
What can you do for them?

16. Hands on

What are the interests of your
target group?

Model: what are the realistic steps
from interest to action?

17. Content strategy
1. Give value
2. Grow your opt-in list
3. Become a resource/expert
in your filed

18. Give value

Knowledge and help

Money, free, deals

Entertainment

19. Low participation rate
lifestyle, fun, deals, action

21. Participate and win 2500 euro
New Years Eve party

22. High participation rate
knowledge, community, lifestyle, expert/guru

23. Solve a problem or
satisfy a need!

24. Which gadget to buy?!

25. Continuous participation (B2B)
knowledge, partner, colleague, help, expert/guru

27. Where to store content
All content must be stored on your website.
Videos can be stored on YouTube and slides on
SlideShares, but present them embedded into your
website!

28. Your website is
the Foundation

Value

SEO
„No matter what I hear, read, or find on TV, radio,
or in a magazine or newspaper, I can verify it on
the Internet.“ -- Forrester Research

29. Content types
Text
Images
Videos
Presentations
Audio
Tools and widgets
Consumer generated content

30. Text
Posts/Articles
White papers
Press releases
Facebook wall
Tweest
Comments

31. Video
Advice
Webinars
Testimonials
Case studies
Interviews
Entertainment
Youtube/Vimeo
max 100sec

32. Slides
Presentations
Webinars/Lists

33. Images
Product pictures
Infographics
Statistics
Processes
Events

34. Tools
Helpful
Fun

35. Consumer generated content
Comments
Reviews
Ratings

36. http://bit.ly/REASIZ

37. Regular
content
Information that can be
updated regularly:
week, month, quarter, year
Best ads of the month
Weekly top of X
Quarterly earnings report

38. Best Practices

What works?

Lists

Top10

How-to's

Resource lists

Statistics and trends

Case studies

Regular posting

39. Recycle once is not enough!
MAX strategy:
If you have createa a big piece
of valuable content, spread it
through all your available
channels.
Present your content in
different formats and channels.

40. Hands on

Write 20 headlines with a short
lead for your content.

Come up with 5 repeatable
topics.

What 2 tools/widgets would
your target audience want to
use?

41. 5s on page SEO
Title
Address
H1 – Headlines
Meta description
XML sitemap
(sitemap.xml, robots.txt)
41

42. Content planning

What content

How often

Dealing with comments,
reviews, and ratings

What tools to offer?

43. The more content you
have, the more visitors
you get!

45. Google keyword tool
http://adwords.google.com/select/KeywordToolExternal

47. advice, news, interview, events, ask
questions, reviews, top 10, guest
blogger, +/-, books, resource list, link
list, answer comments, post series,
list of best posts, explain
complicated, image (of the day), X for
beginners, statistics, how-to,
recommendations, leagal aspects,
mythbuster

48. Promotion

49. Make it easy to share!
Give permission to share everything
Encourage to share and comment

50. Engaging
Call-to-action
Highlighting top content
Email and RSS signups

51. http://bit.ly/RHhj2I

52. Links
• Partners, friend, people you know
• Facebook, Twitter, Linkedin, etc.
• Topical blogs and forums
• Relevant directories
• Who links to comeptitors?

53. Who links to you/competitor: Bing.com
"dreamgrow.com" -site:dreamgrow.com

54. Hands on
 Create a link building plan
(X quality links per month)

55. Driving conversions
Goal:
Drive people from social networking
sites to your website.
Convert people on your website.

56. Blog
Post 2-3 times a week
Ask colleagues to comment
Answer all comments
Find out who links to posts and communicate
Visit commenters blogs and reciprocate

57. Facebook
Post relevant content
1 post per day
Answer psots and comments
Participate on related pages

58. Twitter
Find and retweet 5 relevant tweets
Answer to others
Find and follow influsencers in your topic
Follow new followers (if not spam)

59. LinkedIn
Accept new connections
Find influencers
Join relevant groups
Find discussions to participate
Write recommendations
Add content to your profile: slides, books, blogs

60. Pinterest
Pin content as you find it
Find relevant boards to follow
Accept new board invitations
Find content to repin
Comment and like on other pins

61. Planning
resources

62. Pople

Who's involved?

C-level support

63. Time

It takes more time than you think.

Get commitment from people who will help you.

Prioritize content creation.

64. Money
Salary expenses
Ads and other bought media
Web dev and tools
Agency/consultant
Content creation

66. 1

67. 2
1

68. Tactical steps
20 Steps to Write a Blog Post
http://bit.ly/20blogsteps
When to Tweet, Email, and Post on
Facebook? http://bit.ly/dIpS4A
How to Write Long-Lasting Blog Posts
http://bit.ly/pPtq9N
The Content Grid: Content Marketing in a
Blink [Infographic] http://bit.ly/uLPMCf

69. Hands on
 Create content strategy and plan
 Who's involved and what they do?
 How often?
 What channels?

71. Results
Analytics (referral, search, social)
Post's life span
Commants
Sharing
Links
Leads
Sales – Dollars – Euros

73. Thanks!
Priit Kallas
www.dreamgrow.com, priit@dreamgrow.com