Geoffrey Blosat discusses content marketing strategies and analytics for 2015, emphasizing the importance of creating valuable content to engage a targeted audience. He outlines methods for effective content creation, social media engagement, and the use of analytics tools such as Google Analytics and Facebook Insights to assess performance. The document also highlights best practices for utilizing various social media platforms to enhance brand visibility and audience interaction.

1. CONTENT MARKETING AND
ANALYTICS FOR 2015
HOW TO TELL YOUR STORY AND HOW TO TELL IF IT’S WORKING

2. ABOUT ME, GEOFFREY BLOSAT
• RIT Graduate, 2014
• Degree in International
Business, Co-Major in
Marketing
• Certified in:
• Google Analytics
• HubSpot
• Hootsuite

3. HAVE YOU…
• Written a blog post and shared it for people to see?
• Run a social media campaign for a page drawing traffic back to
a website?
• Created photos or videos to explain what an idea for you or a
company is all about?
• Regularly put out related posts using social media like
Snapchat, Instagram, etc?

4. WELL THEN YOU ARE…
•A CONTENT MARKETER!

5. WHAT IS CONTENT MARKETING
• “Content marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.”
• -Content Marketing Institute

6. GOOGLE LIKES GOOD CONTENT
• 2011: Google Update “Panda”
• Went after thin content, content farms, and other quality issues
• 2012: Google Update “Penguin”
• Went after spam updates, such as keyword stuffing

7. • Chart via
Searchmetrics.com
• Shows what factors are
most important for
appearing high in search
engines

8. TOP FACTORS

9. FACEBOOK LIKES GOOD CONTENT
• More engagement = more exposure
• Facebook publishes your posts to only a certain number of
people who “like” your page. The more people engage with it
(likes, comments, shares), the more people Facebook will
broadcast it to.

10. HOW DO I CREATE GOOD CONTENT?

11. 1. KNOW YOUR BRAND
• Ask yourself this:
• What do we do?
• What do we want to grow?
• Who is our target audience?
• What should our voice be?
• How should we allocate our resources?

12. 2. HAVE A PLAN
• Create a content calendar
• Establish what you want content to center around
• Keep your eyes open for ideas
• Establish expectations early on

13. 3. WHO CREATES WHAT?
• Who in your company creates the content?
• Who has ownership to website admin access or social media
log-in access?
• Helps make communication and solving problems down the
road easier

14. 4. ASSESS, ADJUST, ACHIEVE
• Ask yourself:
• Have we been good with regular content?
• What does our audience like?
• How can we take this to the next level?
• Use analytics to see what creates the most engagement
• Adjust calendars to what your target audience wants
• Track results and see if they are going where you want them to go

15. GREAT! NOW WHAT ABOUT SOCIAL?

16. FACEBOOK
• Photos are still king. Create
engaging photos that can be
easily shareable.
• Native Facebook video makes it
easier for people to view and
share videos.
• Facebook PPC allows you to
target a niche audience with
ads.

17. TWITTER
• Top Network For Brand-to-Fan
Engagement. Use tools like the new
Twitter video and give your brand a
personality.
• Directly uploading photos > sharing
through FB/IG. Shows better
engagement.
• Use hashtags to bring together fans
of your brand. Make sure to have
eyes on your official account so
nothing inappropriate slips through.

18. LINKEDIN
• The top B2B Social Network. Use it to find
the right people to talk to directly in an
organization.
• When sharing content on LinkedIn, use
your employees as advocates and have
them share it to their networks. More
engagement comes from that than by
sharing on a page.
• LinkedIn Groups bring together a related
audience. Share there to reach out to a
niche market for high engagement.

19. YOUTUBE
• The king of video hosting. Despite
FB and TW developing native video
capabilities, YT is still owned by
Google. Allows to easily index
videos in search engines.
• Give fans reason to go past
Facebook. Have subscriber-only
content, embedded links in videos,
and other subscriber perks.

20. GOOGLE+
• Dead social network? Google
doesn’t think so. As mentioned
earlier, Google +1s are very
valuable for SEO purposes.
• Circles are still a valuable way to
sort followers out into groups so
you can reach out to specific
audiences when crafting a
message.

21. INSTAGRAM
• Big things coming for 2015 as hyped by
Gary Vaynerchuk.
• It’s a stream of strictly photos and short
videos, removing the clutter of other
networks. With the new ad placement
feature, it gets you focused in the eyes of
target audience.
• When placing URLs, note: IG does not
allow for direct hyperlinks in photo
comments. Instead, use your BIO to place
them and use photos for CTAs.

22. PINTEREST
• “75% of Pinterest users are on
mobile. 86% are female. 49% are
under 40. 66% are early adopters.”
Huge potential for that market.
• Create engaging boards that are
informative and will drive readers to
visit your site and achieve a call to
action (infographics for example).

23. SNAPCHAT
• Snapchat stories are the predominant
way of reaching your audience. Give
them the inside perspective. Pull
them in by creating engaging stories
that give a different perspective.
• Right now, it’s hard to track analytics
with SC. Best way for now: create
Snapchat-only custom
URLs/coupons. Track their usage and
their efficiency.

24. TUMBLR
• Wordpress + Facebook = Tumblr. A
blogging platform which can be
completely customizable and is easy
to share photos and other content.
• Purchased by Yahoo for $1.1B.
• Memes, gifs, and funnies look to
work on Tumblr. Companies use it as
a “testing” ground for certain content,
seeing if it works well and is
shareable for other networks.

25. VINE
• Quick, snapshot videos that
develop a story. Usage may
decrease with the development
of Twitter video.
• Creativity is key. Because videos
are so short, message must be
clear. Don’t push too much and
give your audience a reason to
keep watching.

26. NICHE APPS
• 2014/15: Huge boom for
industry-focused apps
(Untappd, Fancred, etc)
• These apps are predominatly
consumer-driven. While there is
no clear strategy for businesses
on these, it doesn’t hurt to
monitor and gather feedback.

27. EXCELLENT! NOW WHAT’S WORKING?

28. GOOGLE ANALYTICS
• Rise of analytics means
companies want a bigger
understanding of Google
Analytics
• Use to see who is visiting,
where they’re coming from,
and where they’re visiting

29. AUDIENCE

30. AUDIENCE
• Lets you see who your users are as well as how long they were
on your page.
• Sessions: Times someone visits your site
• Users: Unique visitors of your site
• Pageviews: Number of times a different page is visited
• Bounce Rate: 1-and-done. The percentage of times someone visits and
leaves after one page.

31. ACQUISITION

32. ACQUISITION
• Lets you know where your audience is coming from
• Organic search: Google, Yahoo, Bing, etc
• Direct: Someone types your URL and goes to your site from there
• Referral: A recommendation from one website to another
• Social: Clicks thanks to social networks
• Email: Clicks thanks to emails

33. BEHAVIOR

34. BEHAVIOR
• Shows where your fans go when they are on your website
• Unique Pageviews: How many times a specific user has viewed a single
page.
• Exit %: The percentage someone exits from a particular page

35. GOOGLE ADWORDS
• Google Ads are becoming
more vital as they appear
front and center in searches
• Use Google Adwords to not
only build ads, but find
effective keywords for SEO

36. KEYWORD PLANNER
• Allows you to see which combination of keywords will be the
most effective for your SEO
• Search for related terms for your business
• Puts related terms together into groups
• Keywords are sorted by how many times they are searched per month as
well as their level of competition. Terms with higher competition means
it will be harder to show up for them in Google

37. KEYWORD PLANNER

38. FACEBOOK INSIGHT
• Facebook native analytics:
most in-depth analytics tool
for specific social network
• Allows you to analyze who
your digital fan is and who to
cater to

39. TWITTER ANALYTICS
• Open to public
• Track specific tweet results,
engagement, and follower
growth

40. CONNECT WITH ME
• Email: gblosat@gmail.com
• Twitter: @GeoffTBlosat
• LinkedIn: /in/GeoffTBlosat
• Website:
http://geoffreyblosat.com/