The document discusses developing powerful content for websites and mobile. It covers analyzing current content, performing keyword research, and creating different types of content like articles, blog posts, case studies, eBooks, newsletters, videos, and more. The presentation emphasizes creating engaging, valuable content that attracts audiences and drives business results through content marketing.
Social Media for Inventors Society of South Florida (ISSF)Digital Compass
I was invited to speak at one of the Inventors Society of South Florida, ISSF, monthly meetings about Social Media. We also discussed why it is important to have optimized profiles in the mainstream social platforms, and looked at some of the specifics for getting set up. This presentation also touches on the importance of listening to what users have to say about you, your products and services, your competitors, etc. and how you can leverage those findings to help guide strategy for your social efforts.
My presentation from Linklove Boston 2012 on April 2nd. Gives a rundown on link development process maps and how to structure your calendar to actually get results.
Social Media for Inventors Society of South Florida (ISSF)Digital Compass
I was invited to speak at one of the Inventors Society of South Florida, ISSF, monthly meetings about Social Media. We also discussed why it is important to have optimized profiles in the mainstream social platforms, and looked at some of the specifics for getting set up. This presentation also touches on the importance of listening to what users have to say about you, your products and services, your competitors, etc. and how you can leverage those findings to help guide strategy for your social efforts.
My presentation from Linklove Boston 2012 on April 2nd. Gives a rundown on link development process maps and how to structure your calendar to actually get results.
Does your Facebook, Twitter and other social media content translate the experience your customers have with your retail brand? It can. And should.
This seminar will give you tips and tactics to create social media posts that deliver the personality of your brand. Attendees will learn the keys to successful social media programs on how to engage your customers on a regular basis and to successfully translate what happens in your store via your social media posts. Learn how – and when to use humor and product knowledge to create social media posts that will engage customers on a regular basis.
In the second installment of this series, DigitalSherpa Content Marketing Director Chris Vaughn digs deeper in to contrasting content marketing versus SEM and traditional advertising strategies, and explains how content marketing will help you get found on the Web.
See Part 1 here: http://www.youtube.com/watch?v=OIzocGBwZ4E
Book a free digital marketing consultation ($200 Value): http://bit.ly/2HuOx80
Call Us: (888) 846-4937
=================================================
Visit Our Website: http://bit.ly/2Ufgjhl
Like Us on Facebook: http://bit.ly/2Htq2I3
Follow us on Twitter: http://bit.ly/2vCz6rt
Follow Us on LinkedIn: http://bit.ly/2yNzS2W
Subscribe to Our YouTube Channel: https://bit.ly/39X8nEJ
Guide on developing a sustainable content strategy, goals of content marketing, types of content to use for different user profiles and ways to syndicate those content types.
Slay your competitors on social media mDiana Esparza
The future is coming! Technology is turning business upside-down. Marketers are scrambling to keep up.
In this presentation you will learn to create brand evangelists through shareable experiences, win sales by leveraging the lastest social media principles of influence and evolve faster than your competition in the age of Digital Darwinism.
ASR August 14, 1020 - Leveraging the Power of Social MediaSage Island
Presented by: Mike Duncan, Sage Island Marketing Agency and Danny Keith, Santa Cruz Skate and Surf Shop
Over the last few years, social media platforms like Facebook and Twitter have gone from college networking sites to marketing powerhouses. Businesses today tap into Facebook to reach their audience in more targeted, local, and efficient ways than ever before. This seminar, presented by Danny Keith, owner of the Santa Cruz Skate and Surf Shop, and Mike Duncan CEO of Sage Island, teaches the latest tactics and applications that elevate social media from self promotion sites to professional lead generating tools.
How to Build an Influencer Program (That Gets Results)Onalytica
Whether its PR, Corp Comms, Content Marketing or otherwise, chances are you're already running an Influencer Program. However, while influencing activity is becoming increasingly critical to businesses, traditional programs are difficult to scale, and it's hard to demonstrate their value - here are some tips to get some real results out of your Influencer Program, and boost your Influencer Marketing strategy.
Does your Facebook, Twitter and other social media content translate the experience your customers have with your retail brand? It can. And should.
This seminar will give you tips and tactics to create social media posts that deliver the personality of your brand. Attendees will learn the keys to successful social media programs on how to engage your customers on a regular basis and to successfully translate what happens in your store via your social media posts. Learn how – and when to use humor and product knowledge to create social media posts that will engage customers on a regular basis.
In the second installment of this series, DigitalSherpa Content Marketing Director Chris Vaughn digs deeper in to contrasting content marketing versus SEM and traditional advertising strategies, and explains how content marketing will help you get found on the Web.
See Part 1 here: http://www.youtube.com/watch?v=OIzocGBwZ4E
Book a free digital marketing consultation ($200 Value): http://bit.ly/2HuOx80
Call Us: (888) 846-4937
=================================================
Visit Our Website: http://bit.ly/2Ufgjhl
Like Us on Facebook: http://bit.ly/2Htq2I3
Follow us on Twitter: http://bit.ly/2vCz6rt
Follow Us on LinkedIn: http://bit.ly/2yNzS2W
Subscribe to Our YouTube Channel: https://bit.ly/39X8nEJ
Guide on developing a sustainable content strategy, goals of content marketing, types of content to use for different user profiles and ways to syndicate those content types.
Slay your competitors on social media mDiana Esparza
The future is coming! Technology is turning business upside-down. Marketers are scrambling to keep up.
In this presentation you will learn to create brand evangelists through shareable experiences, win sales by leveraging the lastest social media principles of influence and evolve faster than your competition in the age of Digital Darwinism.
ASR August 14, 1020 - Leveraging the Power of Social MediaSage Island
Presented by: Mike Duncan, Sage Island Marketing Agency and Danny Keith, Santa Cruz Skate and Surf Shop
Over the last few years, social media platforms like Facebook and Twitter have gone from college networking sites to marketing powerhouses. Businesses today tap into Facebook to reach their audience in more targeted, local, and efficient ways than ever before. This seminar, presented by Danny Keith, owner of the Santa Cruz Skate and Surf Shop, and Mike Duncan CEO of Sage Island, teaches the latest tactics and applications that elevate social media from self promotion sites to professional lead generating tools.
How to Build an Influencer Program (That Gets Results)Onalytica
Whether its PR, Corp Comms, Content Marketing or otherwise, chances are you're already running an Influencer Program. However, while influencing activity is becoming increasingly critical to businesses, traditional programs are difficult to scale, and it's hard to demonstrate their value - here are some tips to get some real results out of your Influencer Program, and boost your Influencer Marketing strategy.
In an age where marketing currency equals digital consumption, the content marketing game has never been more intense or competitive. And while we can’t all claim to be as viral as a scandalous Kim Kardashian photo spread, we can aim to create and curate content that speaks directly to our audience in a new and incredibly valuable way. In this crowded social landscape, your content must provide serious value to capture the customers’ attention, and must be uber-relevant to stand out among the noise. This webinar isn’t going to give you a magical content formula, but it will help you get into a mindset to design a content strategy that has the potential to “break” the hum drum normalcy of the Internet.
Join us in this webinar as our content experts discuss:
Why content is your organization’s biggest asset when it comes to earned media;
Different content styles and categories, and how your business can produce in each;
How to organize and execute a strategy, including defining your brand story, sticking to an editorial calendar, and understanding performance analytics;
And what kinds of content lead directly to organization growth (and what that even looks like).
What's the future of influencer marketing?Mike Phillips
If there's been a big marketing buzzword in the last year it's been 'influencer marketing' - Bloggers / vloggers / internet superstars / social media celebrities / platform power users…Whatever we choose to call them, they matter.
They matter because many brands believe they are the magic wardrobe-esque shortcut to reach and engage large passionate audiences who value the emotional connection they have with their online idols over and above anything that a brand says or does.
But the vast majority of talks on this subject obsess over predictable areas like product placement and creating 'content'. In this presentation we explore what the future of influencer marketing might look like by asking what the future of influencer partnerships might look like, whether there should be stricter regulation and if influencers have a responsibility to great 'good' content.
This presentation was originally given at a Creative Social event in April, 2015.
Influencer Marketing: The Better Practice GuideOnalytica
Marketing has changed and so has influencer marketing. We took everything we learned from creating highly successful campaigns for companies such as Microsoft, Coca Cola, Sony and many more and put it in this comprehensive guide. Learn how to build a sustainable influencer marketing campaign in 6 easy steps.
Influencer Marketing has matured into a powerhouse marketing channel.
In this webinar, Rachael Cihlar and Laura Smous will provide actionable insights into what it takes to create a high performing influencer marketing practice, with less effort than you’d think. Through the use of case studies, proprietary data and actual customer examples, you’ll learn how to:
Drive programs and performance with goal setting
Optimize influencer selection for maximum ROI
Reach the right consumers, with audience targeting
Identify which influencer marketing metrics matter to you (and which don’t)
Continuously improve your influencer marketing, with analytics
Create an “always-on” influencer marketing strategy that’s vital to your success
Influencer marketing is not what it was even a year ago. It’s no longer a cumbersome process nor is it a one-off tactic. Rachael and Laura will outline the ease and efficiency of building an always-on automated influencer practice.
New to influence marketing? Start here! This eBook defines what influence marketing is and does, and how you can apply it to your own marketing efforts. It's also great for helping others in your organization to understand influence marketing - download and share it today!
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
This session is about using personalization and automation to give them exactly what they need, when they need It.
If you want to meet someone and build a relationship, you need to provide consistent value to that person over time. When it comes to content, the exact same thing applies to a business, but here is the kicker: very few companies actually do this right. Imagine if you tried to pitch someone your products at a cocktail party or asked someone to marry you on the third date. It wouldn’t work, right? And you wouldn’t even try it. But this is what so many companies do every single day.
The answer? You need to nurture it! By personalizing the experience, providing content that they actually want and then using the magic and ease of automation, you can completely change the way you connect with both prospects and customers… and the way they connect with you.
As the Founder of a content marketing software company, Jon Wuebben, has first hand knowledge of what it takes to nurture with content. In fact, the biggest surprise he had during the product’s beta process was finding out just how much content…and what types of content…were necessary in order to get someone to sign up and ultimately buy. If you want to learn how to do the same exact thing for your business, this is for you.
This presentation was given at Information Development World on October 2, 2015.
Today's retail operations include more venues than ever before. As websites compete with brick and mortar stores and catalogs, new media marketing channels such as blogs, Facebook, and Twitter are rapidly growing to compete with traditional advertising. In this seminar, you'll learn to utilize all of these marketing channels to drive traffic to your retail store. You'll learn new ways to grow your retail business and reach new customers now. From the basics of driving web traffic through search engine marketing to landing page optimization, this seminar will prepare you to navigate the new retail marketing landscape to maximize your reach.
Digital marketing is a comprehensive term that encompasses all online marketing efforts to promote a business, product, or service through digital channels. It involves leveraging various digital platforms and technologies to connect with potential customers, build brand awareness, drive website traffic, and ultimately generate leads or sales. Here is a detailed breakdown of key components of digital marketing for your website. https://shivamsharma.great-site.net/
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
What Content Marketing Is All About And Why It MattersBuiltvisible
An introduction to content marketing, with everything you need to get started. Learn how to research your audience, find out what they need, and then execute a campaign to maximise your brand exposure.
Discover the latest tools, technologies and trends shaping content strategy for forward-thinking marketers in 2023 and beyond! You'll find out which tools & technologies are right for your company...right now. You'll find out which influencers and thought leaders you need to connect with to expand your own influence. You'll see exactly what types of content you should be producing right now...and why.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Social Beat at the NASSCOM Content Marketing MasterclassSocial Beat
Social Beat is proud to be part of the NASSCOM content marketing masterclass, led by David Appasamy. The session focused on the power of content in digital.
Negotiation skills the missing ingredient to career success psstcJack Molisani
Technical Writing has always been a field in which we plan for output channels that don’t even exist yet, but it seems like authoring tools and technology are evolving faster the than technology we are writing about.
In this session I’m not going to talk about the latest tools and technology you need to learn to stay competitive. Instead, I’ll share what I see is holding most content professional back from quantum leaps in career development: soft skills like conflict resolution, workplace negotiation skills, and more.
Honing your workplace negotiating skills Jack Molisani
We all find ourselves negotiating for what we want, whether we're trying to manage the scope of a project, negotiate a job offer, or ask for a raise.
During this workshop you will practice how to successfully navigate a negotiation, including:
How to prepare for a pending negotiation
How to set the stage for success
How to get what you really want
When to cut your losses and start over elsewhere
Jack will draw on experience as both a buyer and seller of corporate services, and will share war stories from both sides of the negotiation table in this hands-on segment on how to hone your workplace negotiation skills.
This final workshop of the day will give you the tools to get what you want, not what you are offered.
“You don’t get what you deserve, you get what you negotiate!”
Career advancement through personal brandingJack Molisani
I recently went to a conference where attendees' name tags included the phrase, “Ask me about… [then the answer attendees provided when registering].” While the intent was to give attendees a way to break the ice when networking, I realized the whole concept of personal branding could be summarized by that simple statement, 'Ask me about…'
How is technical communication viewed in your organization? Does your boss's boss think of your department as a core part of the development team, or a burdensome commodity to be acquired at the lowest possible price given an acceptable level of quality?
What are you doing to promote your corporate value and advance your career?
What should people ask you about…?
How to ace an interview using a portfolio Jack Molisani
Have you ever interviewed for a position you wanted, but didn't get? Chances are you didn't achieve the four critical steps needed to receive a job offer. In this session, bestselling author and professional recruiter shows how a portfolio is not just a collection of writing samples--it is a tool you can use to control an interview and achieve specific objectives that result in a job offer. The segment includes what to put in a portfolio, how to get things to put in your portfolio, and most importantly, how to use your portfolio to ace a job interview.
The top 10 mistakes professional make when looking for workJack Molisani
From writing a resume to applying for jobs, there are a range of small, common mistakes that can derail your job search. In this presentation, bestselling author and professional recruiter Jack Molisani discussed the top 10 mistakes professionals make when looking for work (whether contract, staff, or consulting), with proactive tips on how to avoid these pitfalls and increase your chances of landing that next job or contract.
Resume and job hunting secrets that might surpise youJack Molisani
Have you ever submitted a resume for a position but weren't called for an interview? You probably made one (or more) mistakes that scuttled your chance of landing an interview. After seeing candidate after candidate skipped over because what they had (or didn’t have) in their resumes, best selling author and recruiter Jack Molisani has compiled little-known facts about how employers view and reject candidates based solely on their resumes.
Negotiation Skills: The Missing Ingredient to Career SuccessJack Molisani
In this session, I share what I see is holding most content professional back from quantum leaps in career development: soft skills like conflict resolution skills, workplace negotiation skills, and more.
Attend our September meeting for a fun and interactive session that is guaranteed to increase your “promotabilty” and advance your content career!
Let’s Work Together: How SASB Implemented DITA and Changed their Corporate Cu...Jack Molisani
The Sustainability Accounting Standards Board™
(SASB™) develops and disseminates industryspecific
sustainability accounting standards that
help public corporations disclose material,
decision-useful information to investors. Because
the Standards team needed to capture their
research, track how it drove the standards, and
publish the standards via multiple channels,
SASB implemented DITA with a CMS.
Jessi Lawrence and Amber Swope worked with
the SASB organization to change the culture
from addressing individual team's pain points to
collaboratively designing the right solution for
everyone. They leveraged their agile development
approach with the content and tool
development, and developed tools and processes
that organically adapt to the Standards team's
existing daily workflow but still solve the larger
problem of disconnected processes. Not only did
the project change how the content creators and
publishers work, it changed their relationship
with the IT team, which moved from being a
support organization to truly being a service
organization.
In this session, you will learn how implementing
DITA is more than an opportunity to address
technical and business requirements. It's your
chance to break down barriers between teams
and work together. Jessi and Amber describe
how implementing DITA with a CMS not only
changed how the content creators and
publishers work, but also changed their
relationship with the IT team, which moved from
being a support organization to truly being a
service organization.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
1. Content is Currency: Developing
Powerful Content for Web & Mobile
Jon Wuebben, CEO – ContentLaunch
#lavacon, #lavacon2012, #contentmarketing
2. What Will We Cover?
PART I: Content: It’s the Currency
• What Is Content Marketing?
• Analyzing Your Current Web Content and Mobile Presence
• Performing Keyword and Competitive Research
PART II: Content for the Web
• Website Content—Including Case Studies, E-Books, White
Papers, and Articles
• Press Releases and Media/Press Rooms
3. P
What Will We Cover?
Part III: Content for Community and Mobile
• Social Media Content
• Blog Content
• E-Mail Content—Auto-responders, Newsletters
• Video Content
• Audio Content—Webinars
• Content for Mobile
• Putting It All Together: Unleashing Your Content Marketing
Machine
4. What is Content Marketing?
Content marketing is a marketing technique
of creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience - with the objective of
driving profitable customer action.
5. Other Key Points
• Through content marketing, you convert prospects into customers and
customers into loyal, lifelong, repeat buyers.
• Utilizing the power of opt-in permission to deliver content via e-mail, RSS
feeds, social media channels, and other methods, your goal is to become
a valued resource for hundreds and thousands of people who, in time,
will want to buy what you sell.
• You don’t want to sell them once and never see them again. You want to
make a friend—a friend who enjoys buying from you—for life.
6. What Types of Content?
• Blog posts
• Website pages
• YouTube videos
• E-books
• Case studies
• Podcasts
• Webinars
• E-newsletters
• Digital magazines
• Press releases
• White papers
• Autoresponders
• E-mails
7. Content Questions
• What types of content do you need for your specific
business, target market, and industry?
• How does content influence search engine rankings and sales conversion?
• How do search engines rank content and why?
• How do you develop, distribute, and leverage social media content to connect with your
target market and grow market share?
• How about content development strategies for Twitter, Facebook, LinkedIn, YouTube,
and other social networking sites?
• How can I use mobile content in this rapidly developing and promising marketing
channel?
• What are the best strategies for automating content creation, distribution, and
management?
9. SEO & SMO Defined
• Search engine optimization (SEO) is the practice of using a variety of
techniques to improve a company’s ranking of all its content types on
search engines. These techniques may include:
– Editing or adding to HTML code
– Working with site navigation features
– Employing linking strategies
– Creating compelling web page content
• Social Media Optimization (SMO) is using social media activity with the
intent of attracting unique visitors to website content. There are two
categories of SMO:
– Social media features added to the content itself, including: RSS feeds, social news and
sharing buttons, user rating and polling tools, images and videos
– Promotional activities in social media including: blogging, commenting on other blogs,
participating in discussion groups, and posting status updates on social networking
profiles
10. The Content Marketing Machine
• Three Pillars
– Content, design, and usability
• Considerations
– What types of content you produce
– How you put your content in front of your prospects/customers
– How you are supporting your content
• Three Channels
– Content that makes up your site and blog
– Content you use for lead generation (white papers, webinars)
– Off-site content. (tweets on Twitter, decks on SlideShare, status updates on Facebook,
videos on YouTube Channel)
11. The Seven Prong Approach
1. Leverage your client testimonials or positive reviews
2. Use all the great rules of SEO to guarantee top placement in the search
engines
3. Support your content building process by enticing prospects with a free
trial service or small product sample
4. Guarantee your products and services
5. Monitor the competition
6. Actively pitch the media
7. Build partnerships with others in your industry
12. Current Trends in Content Marketing
• Social media marketing gets huge
• Mobile marketing becomes the
real deal
• Content marketing expands into
new venues (smart phones)
• Online retail continues to take market share from other channels
• Integrated marketing comes of age (mobile with TV)
• Location-based services are growing
• Target market segmentation are driving more dollars to content marketing
• Quality content is more important than quantity
13. Analyzing Your Current Content
1. Take inventory of the content you currently have in place
2. Review the content for quality (writing/production)
3. Review it for search engine optimization
4. Analyze its social marketing potential
5. Rewrite or rework it to correct any mistakes
6. Brainstorm a list of additional content items
you may need
The Goal:
Your content should be compelling to readers, visible to search
engines, linkable to partners, shareable through social media, and
transferable to mobile devices.
14. Keyword Research
• What Words Are Potential Customers Using to Search for You?
• Measure Demand and Competition
• Keyword Discovery & WordTracker
• Google AdWords Keyword Tool, SEO Book Keyword List Generator
• Your Site Search Box & Web Server Log Files
• Align Keywords with the Customer Buying Cycle
• Keyword density & Stemming
• Using keywords in meta data & page content
• Optimize for Long Tail Keyword Phrases
15. SEO Best Practices
• Provide unbelievably great content that people love
• Use your important keyword phrases in your content, keywords that
describe exactly what the content is about and that line up with what
people search for
• Place keywords in the important places: in titles, headings, links, meta
data
• Write for people first, search engines second
• Don’t forget to use your keywords in image and video tags
• Make every page count and make every page specific—unique, custom
content, with its own meta title and page-specific keywords
• Get others to link to your content
(blog posts are the best way)
16. Ensure Content Impact
• Reciprocity. Provide valuable, exclusive content. Subscribers will “pay you back” at
some point in the future.
• Commitment and consistency. You’ll get commitment when they opt in. You’ll
develop consistency by staying true to your brand message. Then develop time-
sensitive offers.
• Consensus. People trust opinions of friends and family over the things you are saying.
Use reviews, case studies, and testimonials to get them to believe—and buy.
• Affinity. If they like your company, they’ll buy from your company. Use
recommendations or endorsements from others who like your company.
• Authority. As an expert, you are a known authority, so leverage it. Show how others
have benefited from your products and services.
• Scarcity. People don’t want to miss out. So show them what they could miss if they
don’t get in on the offer. Create a sense of urgency to inspire action.
18. Best Practices
Ø Your website is the foundation
of your online presence, make
it the very best content Website Pages
possible
Ø Always be thinking about
appealing to both site visitors
AND search engines, you need
to do both
Ø Update your site content at
minimum once a month,
preferably weekly
Ø Include a compelling free offer,
social profile links, video, latest
news and calls to action
19. Website Content Modules
• Information module—main body copy
• Lead-generation module—e-book, white paper, or free trial offer
• News module—scrolling news section on the home page
• Opinion module—a preview of your blog on the home page
• Impulse buy module—perhaps a graphic banner that advertises your
new product
• Human interaction module—live help
assistance feature
20. User-Generated & Crowdsourced Content
User Generated Content
• Product reviews or testimonials
• Can be text, photo, video, or audio content.
• Most popular UGC? Comments on blogs & videos on YouTube
• Wikipedia represents a mass of user-generated content
Crowdsourced Content
• Outsourcing your content production to a group of people through an open
call.
• Get customers to discuss ideas, provide
feedback, and vote (My Starbucks, Flickr, 99 Designs)
21. Best Practices
Ø Develop articles that connect
Articles
with readers and are
optimized for the search
engines.
Ø Add real value with new
information based on research
and trends, no Fluff!
Ø Can be reworked, curated and
leveraged for other content:
blog posts, e-books and more.
Ø Ensure your articles have “link
juice” and can be shared in the
social web.
22. Blog Posts
Best Practices
Ø Develop an editorial calendar based
on what your audience wants to
know. Include interviews, opinion
pieces, reviews and more.
Ø Include compelling images or a
unique graphic to truly engage
readers – copy shouldn’t stand alone.
Ø Be sure your posts are tagged and
optimized – don’t forget the URL and
title tag.
Ø Commenting and participating on
other blogs in your industry can only
help your traffic.
23. Content “Hooks”
• Provide something important—The Resource Hook
• Tie into what’s relevant—The News Hook
• Go against the grain—The Contrary Hook
• Take the offensive position—The Attack Hook
• Make people laugh—The Humor Hook
• Contests, interviews, How to videos, reviews
24. Best Practices
Ø Develop case studies that speak to
your target audiences, aligning to
Case Studies
the verticals you reach.
Ø Be sure to include the ROI piece
and a quote from your client.
Ø Your prospects need to see their
own challenges in the case study
narrative.
Ø 30% of your previous clients will
agree to a case study – asking them
to participate is the first step.
25. Best Practices
Ø A substantive eBook with solid
information and advice will
positively impact your sales
eBooks
prospect funnel.
Ø Ensure your eBooks are not behind
a firewall so you can optimize them
for the search engines.
Ø Include links in your eBooks to
improve the content and SEO.
Ø Don’t sell your products or services
– but do include your brand
messaging.
26. Best Practices
Ø This is a perfect opportunity to show
your commitment to content
marketing – share value added eNewsletters
information that helps your prospects
and customers.
Ø Commit yourself to a consistent
publishing schedule, whether weekly,
bi-weekly or monthly.
Ø Analysis is everything - Track views
and interaction and make changes
where needed.
Ø Do not sell your services! Interested
companies will contact you based on
the value you are providing.
27. Social Media Platforms
Social Research Tools
Ø Search.Twitter.com
Ø Facebook.com/lexicon
Ø ThunderThimble.com
Ø TechRigy.com
Ø BlogSearch.Google.com
Ø BlogPulse.com
Ø IceRocket.com
Ø Delicious.com
28. Social Media Content Tips
• Create sharable content
• Make sharing and tagging easy
– Add a blog and use the plug-in “Share This” to get others to distribute it for you
– Add your social media icons to the top of every content piece
– Use the Facebook “Like” button on your content
• Proactively share content
• Encourage the “mashup”
• Be a resource for others, whether or not you benefit directly
• Build relationships with those who help the most
• Participate and get involved—genuinely
• Create compelling content
• Develop an SMO strategy and make it an
everyday activity
29. Benefits of Social Media Content
ITS ABOUT CONNECTION, NOT SALES OR ROI!
• New relationships
• Thought leadership
• Respond to customers
• Improve search engine rankings
• Drive and augment media exposure
• Implement promotions and contests
• Impact sales, ultimately
30. Best Practices
Video Content
Ø Nothing coverts better than
video, it can tell your the story
with higher impact, engagement
and ROI.
Ø Its about telling a story! Find the
angle, develop the story and get
your viewers truly engaged.
Ø Expensive editing and production
is not needed or expected, think
instead, how can I authentically
connect?
Ø Like any other type of content,
don’t sell your products and
services, inspire connection.
31. Video Content – Key Tips
SEO
• Create a relevant, keyword-rich title and description
• Include your URL in your video
• Provide a transcript of the video
• Brand your video
• Always provide an HTML link for your
videos
• Place video on all of your content
channels
Distribution
• Create a YouTube channel
• Add your video to your blog or website
• Use mass syndication service TubeMogul
• Add videos to industry publication websites
32. Best Practices
Ø Use as an opportunity to establish
or further your industry expertise.
White Papers
Ø Don’t think formal “essay”, think
engaging “story”, backed by
research and facts.
Ø Include graphs, charts and/or
interactive elements.
Ø Keep in mind the repurposing
aspect of content - perhaps turn a
series of white papers into a book.
33. Best Practices
Ø Your best opportunity to “stay in front of” Auto-Responders
of your prospects and customers on an
ongoing basis
Ø Don’t overtly sell. Add value and provide
advice that will motivate them to respond
Ø Use as a way to further build the
relationship
Ø Send out on a schedule, but don’t make it
once a day for a week, think once a week
for 2 months
34. Best Practices
Ø Provide substantive information about
Slide Decks
your products and services, but be sure
to leave them wanting more.
Ø Make the language in your deck reflect
your brand.
Ø Don’t make them too text heavy,
include a graphic on every slide.
Ø Use as an opportunity to provide
thought-leadership.
Ø Distribute on SlideRocket.com,
SlideShare.net, SlideServce.com,
PPTExchange.com, SlideLive.com,
AuthorStream.com and more.
35. Best Practices
Ø Build a brand around a key product
or service
Micro Sites
Ø Focus on your prospects needs and
remove information that gets in the
way of this connection.
Ø Try different variations of headlines,
copy and graphics for A/B and
multivariate testing for maximize
traffic and ROI.
Ø Think of it like blogging: Make it a
conversation and build your
community – one prospect at a
time.
36. Best Practices
Ø Deliver solid, high-quality information Webinars
Ø Recruit known, respected guest
speakers
Ø Market your webinar effectively
Ø Make registration easy
Ø Have a backup plan ready in case of
technical problems
Ø Select the right time/day for your
webinar (Tues, 1pm EST)
Ø Remind invitees about the event
Ø Give your attendees something for
free
37. Mobile Content Revolution
• Gartner estimates that by mid-2013 more people will be accessing the
Internet via mobile phones than on personal computers
• Our mobile phones are always with us, they make any message we receive
immediately available
• We check our phones often - Makes mobile marketing perfect for last-minute
or time-sensitive calls to action
• Mobile nature of delivery increases the odds that the recipient is already “out
and about” and available to act now
• Steps to take?
– Mobile friendly website (Wordpress Touch plugin/Mobify/Others)
– Mobile ads (SMS Text/video/Google Mobile ads)
– Mobile & Social integration / Mobile apps/QR codes
38. Mobile Friendly Website Content
• Keep your pages short and compact
• Make navigation easy
• Create content that’s “touch friendly”
• Go easy on the images
• Most important information at the top of the screen
• Break up copy into small sections
• Keep sentences brief
• Use short words (fewer syllables)
• Don’t force users to scroll too much
39. Mobile Text Campaign Ideas
• Providing exclusive access—those who text in will get something that no one else
will.
• Giving a free item—Classic promotion that advertises “the first 100 people to text in
get a free item valued at X.”
• The ask campaign—“Join Our Text Club. Text ABC to 95780.” Advertise it on your
website, in print ads, direct mail, TV or radio.
• The incentive—Discounts and upsells work very well ( % off today’s purchase or “buy
item A and we’ll give you free item B.”)
• Holding a contest—Engage customers to make them focus on about your product:
“Win $50 Gift Card. Text ABC to 24570.”
• Showing you value their opinion— Get their vote on a new product name, their
suggestions or other ideas.
41. Content Distribution Steps
1. Post it on your website with no strings attached. It’s free and you require
no personal information from prospects
2. Blog about it
3. E-mail your in-house database
4. Post it on your social media profiles
5. Publish a press release (pitch it to the media too)
6. Create an ad campaign using banner and text ads
7. Reach out to popular and respected bloggers in your industry and get
them to blog about it
8. Mention it in your next monthly newsletter
9. Use it as a basis for a webinar or podcast episode
10. Produce a video about it
42. Eight Steps to Content Success
1. You learn who your customer is and where the pain points are.
2. You develop consistent, relevant content in multiple channels.
3. You let go of all control, and let your ideas spread.
4. People share your ideas and link to your content.
5. People find your content through social media and search engines.
6. Prospects and customers start relying on your expertise—the relationship
begins.
7. You become the trusted solutions provider in your industry.
8. Your customers tell others about you.
43. Places to Get Content Ideas
• Google Trends
• Google Insights for Search
• Twitter Search
• Technorati Charts
• BlogPulse Trend Search
• Industry association sites
• Competitive blogs
• Compete.com
• Quantcast
• comScore
• Your customers
44. Content Marketing Take Aways
Make all of your content:
• Relevant—your content needed to be managed throughout its entire life
cycle
• Optimized and sharable—the search engines and social networks are a
key channel for your content
• Leverageable—the content needs to serve multiple roles and be used to
inform other pieces of the content universe
• Profitable—the success of the content should
be partially measured by its impact on your
organization’s bottom line
45. Content Marketing Best Practices
• Source content from everywhere within your company
• Align the “pain points” of your prospects with content “cures “
• Develop content that appeals to different types of decision makers
• Develop content for all three stages in the buying cycle
• Develop great content in all the different formats and channels
• Use social media to build, connect, and grow relationships
• Seek to educate your prospects with compelling content
• Measure your content marketing progress
46. Content Launch
• Work with 500 companies, in 7 countries, in over 50
different industries
• 200 Partners (SEO firms, Agencies, Designers & more)
• In business since 2003
47. WEB CONTENT WEB CONTENT
STRATEGY DEVELOPMENT
Audit existing website, blog Write compelling, optimized
and social media content to white papers, site copy,
develop a long range plan blog posts & more
WEB CONTENT WEB CONTENT
MANAGEMENT CONSULTING
Effectively manage Provide as needed
corporate blogs and branding and content
sites to maximize impact marketing consulting
48. • Website copy • Brochure copy
• Blog posts • White papers
• Articles • E-books
• Press Releases • Case studies
• Auto-responders • Mobile content
• Emails
• Social media
• Newsletters
content
• Web videos