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- 1. Content Creation and What to do with it Stephanie Manley Stephanie.manley@gmail.com
- 2. Quick Intro CopyKat.com started 1995 Published two cookbooks with Ulysses Press. CopyKat.com Dining out in the Home I and 2 Local and National TV spots High traffic Blog Digital Marketing Manager for Wolters Kluwer Lien Solutions
- 3. What we will cover How to choose the right content Keywords Building your library of content Evergreen Content Promoting what you create Continual Content Audit Helpful Tools
- 4. Choosing the Right Content Building traffic? Or are you trying to build up your library of content Traffic building: Stick to areas where you do well Vet your keyword/subject with Moz, SemRush, Google Adwords, Buzzfeed Make sure you are going for key words people actually search Library of Content Building up a library of content to tell a whole story, concept, or to keep readers on the website.
- 5. Choosing the right content Don’t skimp on content development. Write longer posts ideally 1000+ words or more Spend time on the headline, you can test with Kingsumo, Optimizely, Co-schedule headline analyzer tool Use good SEO techniques
- 6. Promotion is Key Play the long game Content promotion should be a continual cycle Content promotion comes in phases
- 7. Promotion is Key Consider your key demographic, for where you should promote your content Different forms of media attract different demographics
- 9. My Typical Promotion – Day 1 Email Automated email goes out to newsletter subscribers Facebook Promotion to Facebook page, and appropriate Facebook groups Instagram Schedule out Instagram Twitter Schedule a couple of tweets for that day Reddit – post your new content in the appropriate forums Schedule out Pinterest to boards that are appropriate
- 10. Typical Promotion Week 1 Facebook Twitter Pinterest Mailing List
- 11. On Going Promotion Seasonal Promotion Facebook Internal Linking Drip content to mailing lists Update Old Content
- 12. Content Outposts– post your content on other sites Rewrite your posts highlighting your posts in high quality content Ezinearticles Parade.com Buzzfeed HuffingtonPost Repurpose Content Create downloadables or enhanced content Create videos around your best conent eBook Drip out your best content to your mailing lists
- 13. On Going Content Audit A content audit is like an inventory of all of your blog posts and basic stats regarding the blog posts: unique visits, landing page views, session time, bounce rate, words on the page You can use these to determine strong and weak content You can use these to determine ideas for future content
- 14. Sample Content Audit Landing Page % New Sessions New Users Bounce Rate Pages / Session Avg. Session Duration Words Page 1 78.67% 220,817 32.59% 4.98 232.37 1293 Page 2 84.33% 218,346 89.28% 1.17 44.39 1001 Page 3 61.40% 138,791 80.49% 1.42 100.37 800 Page 4 69.04% 115,855 84.61% 1.26 88.46 729 Page 5 72.78% 113,639 79.98% 1.40 85.49 842 Page 6 79.20% 119,725 88.23% 1.20 55.93 938 Page 7 75.84% 110,279 32.14% 4.00 200.37 1201 Page 8 76.01% 91,174 78.63% 1.36 81.37 872 Page 9 76.41% 88,902 81.35% 1.40 70.17 987 Page 10 75.31% 70,877 87.42% 1.26 64.92 632 Page 11 76.82% 69,785 86.00% 1.30 44.28 772 Page 12 78.78% 66,919 87.30% 1.21 54.64 542
- 15. New Decisions to Make from your insights Review under performing content Delete or fix Play on strengths and produce more content there Fix and further strengthen good performing pieces
- 16. Tools I use Scheduling: Hootsuite, Buffer, and SmarterQueue SEO: SEMRush & Ahrefs Google Analytics Google Webmaster Tools Screaming Frog Buzzsumo Excel!