This document provides an overview of content marketing and how to measure its effectiveness. It discusses how content engages audiences across owned, earned, and paid channels to drive awareness, engagement, and amplification. Key metrics for measuring success include leads, sales outcomes, and website traffic. The document also provides tips for content development, distribution across social media platforms like LinkedIn and Facebook, and using tools like Bitly, Google Analytics and Google Webmaster Tools to track engagement and ROI.
Social media basics includes: What is it? Why use it? What’s in it for you? Old Media vs. New Media, Push vs. Pull, Social Media at Work, Advantages vs. Disadvantages, Culture, Social Media Strategy, Creating a social media plan, Blogs, Twitter, Facebook, LinkedIn, Google+, Pinterest, PHOTO/VIDEO, Instagram, You Tube, CHOOSING PLATFORMS, SOCIAL MEDIA POLICY, LEGAL IMPLICATIONS, Creative Commons, PUBLISHING CALENDAR, TIME MANAGEMENT, Hootsuite
90% of C-suite executives (a.k.a the decision-makers) say they never respond to cold calls or email blasts. If they aren’t responding, how can you possibly make a sale? Over time, social media has proven to be a powerful tool – 78% of sales people using social media outsold their peers. Great, but where do you start? Check out our Sell with Social Media whitepaper and learn how you can use social media to shatter your sales goals.
The 5 W's of Building and Growing Your Online PresenceDerek Rice
Social media allows people to share instant feedback about companies — positive and negative — with friends and followers. It also allows companies to join the conversation, establish themselves as respected experts and influencers within their fields, and to become a trusted friend. All it takes is an active, engaged, and loyal online community. If you build it, will they come? Probably not. But your chances increase if you build a strong foundation. So how do you do that?
Developing an Effective Content Marketing and Social Media StrategyTypeset
II prepared this presentation for the Future Proof Workshop at the Online Retailer Conference in Sydney, Australia in August 2013. The presentation focuses on the importance of a content marketing strategy, the 3 necessary components to a mature strategy, tips from professionals and traps to avoid.
Social media basics includes: What is it? Why use it? What’s in it for you? Old Media vs. New Media, Push vs. Pull, Social Media at Work, Advantages vs. Disadvantages, Culture, Social Media Strategy, Creating a social media plan, Blogs, Twitter, Facebook, LinkedIn, Google+, Pinterest, PHOTO/VIDEO, Instagram, You Tube, CHOOSING PLATFORMS, SOCIAL MEDIA POLICY, LEGAL IMPLICATIONS, Creative Commons, PUBLISHING CALENDAR, TIME MANAGEMENT, Hootsuite
90% of C-suite executives (a.k.a the decision-makers) say they never respond to cold calls or email blasts. If they aren’t responding, how can you possibly make a sale? Over time, social media has proven to be a powerful tool – 78% of sales people using social media outsold their peers. Great, but where do you start? Check out our Sell with Social Media whitepaper and learn how you can use social media to shatter your sales goals.
The 5 W's of Building and Growing Your Online PresenceDerek Rice
Social media allows people to share instant feedback about companies — positive and negative — with friends and followers. It also allows companies to join the conversation, establish themselves as respected experts and influencers within their fields, and to become a trusted friend. All it takes is an active, engaged, and loyal online community. If you build it, will they come? Probably not. But your chances increase if you build a strong foundation. So how do you do that?
Developing an Effective Content Marketing and Social Media StrategyTypeset
II prepared this presentation for the Future Proof Workshop at the Online Retailer Conference in Sydney, Australia in August 2013. The presentation focuses on the importance of a content marketing strategy, the 3 necessary components to a mature strategy, tips from professionals and traps to avoid.
Essential Marketing And Social Media Know-how For Businesses And Organization...Brian Huonker
Traditional marketing channels have becoming ineffective in capturing and engaging the attention of today’s perpetually connected consumers. Today's businesses must adapt their marketing strategies in an effort to build brand advantage in the face of the consumers’ rapidly changing media consumption landscape. Additionally, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider advertising even to be credible. In this class, you will learn how to develop, promote and take advantage of branded content delivered through a strategic social media plan that will allow your business to engage today's generation, building a trusted relationship, and become unmistakable and essential in their eyes.
DAY 1: STRATEGIC PLANNING FOR SOCIAL MEDIA AND CONTENT MARKETING
In this session, you will learn about the important role of content marketing within a social media program, how to track online what is being said/written about your organization, and how to develop a strategic plan for your organization's social media.
Use these 10 tips to learn how to use Twitter and improve engagement with your audience. Take your Twitter strategy to new levels with these smart, attainable tactics that will boost your brand’s social conversations.
How to Use LinkedIn for Exposure and Lead GenerationStephen Jones
If you’re “on LinkedIn”, but not using it to educate your target audience, build your community or mine it for leads – then you’re wasting the most powerful social platform a business person could ever ask for!
If you’ve been to workshops and webinars that show you how to setup your profile – and you’re past that point – then download and use this powerful presentation to grow your exposure and leads using LinkedIn. You will get a “walk-thru” showing you how Stephen’s team at LinkedInsite.com generates social exposure and generates leads for his clients using LinkedIn.
Content Sharing Success Recipes from 6 of the most socially-sharedi-SCOOP
How does content get shared? How does it get tweeted and retweeted? And why? There are many ways and no one size fits all answer. So, we asked six of the most social-shared marketing experts to share their views and recipes. Check out what Jay Baer, Lee Odden, Shelly Kramer, Michael Brenner, Mark W. Schaefer and Mack Collier responded. Bonus: the SlideShare success recipe of Doug Kessler. Offered by the Content Marketing Conference Europe.
CAURA 2014 Workshop: Marketing & Storytelling to Promote ResearchVisnja Milidragovic
Slide from a workshop I co-presented at CAURA Regional Conference 2014 in Vancouver, BC. Marketing & Storytelling to Promote Research, using various examples from my work at the Sauder School of Business.
Content marketing workshop presentation from Joe Pulizzi from the Content Marketing Institute - presented at IACC's annual meeting. Contains the 10 steps to success in content marketing.
Amplification is about catching bigger waves
What blogs do you read?
Most corporate blogs are • Boring • Bland • Safe What kind of blogs do you read? • Opinionated • Surprising • Have a point of view • Teach you something
What is Content Marketing?
How important is content marketing? Content wins for most effective strategy; but it’s also the hardest to implement
Amplification = content x channel
What is Amplification?
Example: Catching the wave in 2013 Original post: 2011
What is Amplification?
Section Two: Research
Start with People
People first The first question you need to ask is: “who do I want to reach?” Section Two Every good product, website, campaign, and piece of writing starts with people in mind.
How do you choose your audience?
Technique #2: draw a venn diagram
Our target audience is: __________________
Finding pain
Section Two When you understand your audience’s pain you’ll be able to better define their problem.
Example: pjrvs.com
Focus on their needs
Observe people in their habitat
Where do people hang out?
Research examples: where would you find managers?
What are you looking for? BIG problems trends pain points frustrations
Observing trends
Yesterday I saw this tweet:
He’s tweeting about this site: The Grid
He’s not happy about it
A lot of other designers don’t like it either
I go to Designer News:
Where have I seen this before?
What’s the trend we’re observing? Designers are feeling threatened.
This takes time. Collect and organize your research.
Sample research I’m using an app called keeeb.com to track trends.
Listen
Focus on your audience’s biggest problems
Organize your research • Record your findings • Organize them into groupings • Identify a big pain / issue / topic you could focus on You grow an audience by targeting a topic people care about!
Section Three: Writing & Promotion 3
Write for your audience
Writing viral content is hard.
Great, shareable content…
Why do people share content?
Types of content
Amplify your content
Which train are you going to hitch your content to? Your own small network Someone else’s big network
Effects of amplification
Two types of amplifiers: 1
How do you build relationships with influencers?
How do you earn the right to on online communities? Add value Hacker News Designer News Product Hunt
Target the right networks
Coordinate your efforts
Example 1: Groovehq
Coordinate your launch
The game plan
A note on Hacker News, Designer News, Product Hunt, Reddit…
It typically takes about 20-30 minutes for a story to slip off the "New Submissions" page. That's your window to get enough votes to appear on the front page.
The algorithm on News Sites favours new content
Can you game the system?
Timing is important
Chris Tuttle, Principal Consultant, Tuttle Communications
Twitter Handle: @ChrisTuttle
We all know we’re supposed to review digital metrics and make changes accordingly. But how many of us brush over metrics when we get busy? Or aren’t sure what to do with the data once we have it? Tuttle will review 3 simple ways to gather meaningful metrics with minimal effort — and offer suggestions on implementing actionable changes.
Essential Marketing And Social Media Know-how For Businesses And Organization...Brian Huonker
Traditional marketing channels have becoming ineffective in capturing and engaging the attention of today’s perpetually connected consumers. Today's businesses must adapt their marketing strategies in an effort to build brand advantage in the face of the consumers’ rapidly changing media consumption landscape. Additionally, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider advertising even to be credible. In this class, you will learn how to develop, promote and take advantage of branded content delivered through a strategic social media plan that will allow your business to engage today's generation, building a trusted relationship, and become unmistakable and essential in their eyes.
DAY 1: STRATEGIC PLANNING FOR SOCIAL MEDIA AND CONTENT MARKETING
In this session, you will learn about the important role of content marketing within a social media program, how to track online what is being said/written about your organization, and how to develop a strategic plan for your organization's social media.
Use these 10 tips to learn how to use Twitter and improve engagement with your audience. Take your Twitter strategy to new levels with these smart, attainable tactics that will boost your brand’s social conversations.
How to Use LinkedIn for Exposure and Lead GenerationStephen Jones
If you’re “on LinkedIn”, but not using it to educate your target audience, build your community or mine it for leads – then you’re wasting the most powerful social platform a business person could ever ask for!
If you’ve been to workshops and webinars that show you how to setup your profile – and you’re past that point – then download and use this powerful presentation to grow your exposure and leads using LinkedIn. You will get a “walk-thru” showing you how Stephen’s team at LinkedInsite.com generates social exposure and generates leads for his clients using LinkedIn.
Content Sharing Success Recipes from 6 of the most socially-sharedi-SCOOP
How does content get shared? How does it get tweeted and retweeted? And why? There are many ways and no one size fits all answer. So, we asked six of the most social-shared marketing experts to share their views and recipes. Check out what Jay Baer, Lee Odden, Shelly Kramer, Michael Brenner, Mark W. Schaefer and Mack Collier responded. Bonus: the SlideShare success recipe of Doug Kessler. Offered by the Content Marketing Conference Europe.
CAURA 2014 Workshop: Marketing & Storytelling to Promote ResearchVisnja Milidragovic
Slide from a workshop I co-presented at CAURA Regional Conference 2014 in Vancouver, BC. Marketing & Storytelling to Promote Research, using various examples from my work at the Sauder School of Business.
Content marketing workshop presentation from Joe Pulizzi from the Content Marketing Institute - presented at IACC's annual meeting. Contains the 10 steps to success in content marketing.
Amplification is about catching bigger waves
What blogs do you read?
Most corporate blogs are • Boring • Bland • Safe What kind of blogs do you read? • Opinionated • Surprising • Have a point of view • Teach you something
What is Content Marketing?
How important is content marketing? Content wins for most effective strategy; but it’s also the hardest to implement
Amplification = content x channel
What is Amplification?
Example: Catching the wave in 2013 Original post: 2011
What is Amplification?
Section Two: Research
Start with People
People first The first question you need to ask is: “who do I want to reach?” Section Two Every good product, website, campaign, and piece of writing starts with people in mind.
How do you choose your audience?
Technique #2: draw a venn diagram
Our target audience is: __________________
Finding pain
Section Two When you understand your audience’s pain you’ll be able to better define their problem.
Example: pjrvs.com
Focus on their needs
Observe people in their habitat
Where do people hang out?
Research examples: where would you find managers?
What are you looking for? BIG problems trends pain points frustrations
Observing trends
Yesterday I saw this tweet:
He’s tweeting about this site: The Grid
He’s not happy about it
A lot of other designers don’t like it either
I go to Designer News:
Where have I seen this before?
What’s the trend we’re observing? Designers are feeling threatened.
This takes time. Collect and organize your research.
Sample research I’m using an app called keeeb.com to track trends.
Listen
Focus on your audience’s biggest problems
Organize your research • Record your findings • Organize them into groupings • Identify a big pain / issue / topic you could focus on You grow an audience by targeting a topic people care about!
Section Three: Writing & Promotion 3
Write for your audience
Writing viral content is hard.
Great, shareable content…
Why do people share content?
Types of content
Amplify your content
Which train are you going to hitch your content to? Your own small network Someone else’s big network
Effects of amplification
Two types of amplifiers: 1
How do you build relationships with influencers?
How do you earn the right to on online communities? Add value Hacker News Designer News Product Hunt
Target the right networks
Coordinate your efforts
Example 1: Groovehq
Coordinate your launch
The game plan
A note on Hacker News, Designer News, Product Hunt, Reddit…
It typically takes about 20-30 minutes for a story to slip off the "New Submissions" page. That's your window to get enough votes to appear on the front page.
The algorithm on News Sites favours new content
Can you game the system?
Timing is important
Chris Tuttle, Principal Consultant, Tuttle Communications
Twitter Handle: @ChrisTuttle
We all know we’re supposed to review digital metrics and make changes accordingly. But how many of us brush over metrics when we get busy? Or aren’t sure what to do with the data once we have it? Tuttle will review 3 simple ways to gather meaningful metrics with minimal effort — and offer suggestions on implementing actionable changes.
Insights and Data: How to engage and recruit the perfect candidate via social...LinkedIn Talent Solutions
Learn how Cleveland Clinic Abu Dhabi and Altablue uses social media to engage the right talent and leverages data to understand trends and measure success.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
So you have a great product idea. Now what?! Learn how to get your Minimum Viable Product (MVP) and what methods are most effective in helping you achieve this.
The What, Why & How of the Minimum Viable Product (MVP)Matter Solutions
Presented at the Essential Design event at the State Library of Queensland in Brisbane Australia on 22nd of September 2013
http://www.southbank.qm.qld.gov.au/Events+and+Exhibitions/Events/2013/09/Essential+Design+The+Essentials
This is a very small summary of topics that I think (for now) it's worth knowing about the startup world. It's based on multiple fonts like Dave McClure's pirate metrics, growth hack cases from different companies and my own experience.
Feel free to leave feedback, share or extend.
Thank you very much,
Pol Valls Soler
http://joinerapp.com
If you are a brand without
Snapchat, Instagram, Pinterest, Tumblr & Weekly video content on Youtube.
Sorry! You are behind the times, it’s not 2013, it’s 2016 soon
American Independent Writers Going Freelance Workshop Nov 7 2009Shashi Bellamkonda
This was a presentation for folks attending the Going Freelance Seminar of AIW at the Johns Hopkins University in DC on Nov 7th
AIW is a national organization for writers. Our mission is to:
Create an open and inclusive community of authors, journalists, and other writers;
Inform, educate, and support our members in the business and craft of writing and help them succeed in a rapidly changing environment; and
Advocate for writers on key local and national issues.
AIW membership is only $100/year now through December 31, 2009. Join before the cost increases to $125/year on January 1, 2010. http://www.amerindywriters.org/home/
10/8/09 - wow, did I enjoy meeting all the terrific folks at the Alabama Media Professionals' 2009 Professional Development Seminar! I hope you enjoyed my presentation as much as I enjoyed giving it. I am posting the presentation from my talk today - check it out!
Social media tips for financial industry with emphasis on Facebook and LinkedIn. Provides a what, why, when, who and where approach to social media. Great for financial advisors and life insurance agents with little to experience using social media.
Content Marketing: Publishing is the New MarketingJoe Pulizzi
Original presentation given in Slovenia by Joe Pulizzi, Junta42 at the POMP Forum - Content Marketing and why Publishing is the New Marketing. Discusses the move from traditional media to content initiatives and why brands are the new publishers. Also includes the eight steps to developing a content marketing strategy.
This presentation was delivered at the Calgary Marketing Club to provide an introduction to the topic of how to use social media to market a B2B company.
With more than one billion monthly active users on Facebook, and over 230 million monthly active users on Twitter, smart brand owners and marketers know there's more potential than ever to use social media to get their name out there, spread their content, and draw more people to there site.
As a non-profit organization, it is even more important to reach mission objectives to keep your organization alive, including fundraising, membership recruitment and retention, motivating volunteers and more.
In this engagement, we walk through how social media has made a huge impact in the nonprofit world and how you too can use these tools to aid your organization.
For complete write up:
Check out the full write up here: http://virtualvillagemedia.com/social-media-for-nonprofits-with-techsoup-global/#.VWYMBOfVFek
Content Curation: The Missing Link of B2B Content Marketing - Pawan DeschpandeOnline Marketing Summit
Content Curation: The Missing Link of B2B Content Marketing
B2B companies are increasingly investing in content marketing strategies by creating original content which is both time consuming and costly. Learn how to curate content and enables your brand to become industry thought leaders, nurture leads and boost lead generation efforts.
* Pawan Deshpande, CEO, HiveFire
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
2. How to measureHow to engageHow to get started
2
WHAT AM I GOING TO COVER TODAY?
3.
4.
5. Personal.
Sources: Text100 Influence Index: Paving the Path to Advocacy
Text100 APAC Consumer Electronic Index
Familiarity breeds content.
2 in 3 Asian shoppers
have already decided which
brand to buy
before point-of-
sale
6. 6
Content is the fuel of marketing; but it’s a struggle for most marketers
7. GREATER CREDIBILITY.
More than 70% of B2B decision-makers use social media to
guide their decisions.
HIGHER VISIBILITY.
Companies with more than 200 blog posts have 5 times more
leads than those with 10 or fewer.
SALES OUTCOMES.
78% of salespeople who use social media will perform better
than their peers.
WHAT’S IN IT FOR ME?
Sources:
http://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-you
https://business.linkedin.com/marketing-solutions/blog/6/60-b2b-
marketing-quotes-stats-and-facts-for-the-modern-marketer
9. Every great marketing content
program starts with your own original
content ...but how do you scale these
across your multi-platforms for
greater engagement and reach?
9
12. EARNED OWNED PAID
Product / news
press / blog
coverage
Press release /
case studies on
website
Facebook ads
Case study media
/ blog coverage
Flash demos
SEM
Blog posts
Analyst papers Landing page
Outdoor
Broadcast
Print
Tip sheetsFeature articles
about technology
/ trends
Infographics
Search
Trade show
Buyers guides
Speaking
engagements
13. FIRST, UNDERSTAND WHAT PLATFORMS CAN DO FOR YOU
13
Be a trusted advisor and
visionary in C-level
discussions
Consistently provoke and
join conversations with
“influencers”
Support sales
engagements with
insightful, topical ideas
15. 15
Action: Increase awareness about new Hyper Island course
Content: Hyper Island course outline
Touch
Points
LinkedIn
Guest lecturer’s article
“5 reasons why this
course is important to
marketers”
• Earned (influencer
engagement)
Company Blog
We believe Asia will drive
the future of marketing –
Hyper Island
spokesperson article
• Owned
Facebook
Why this course could
prepare you for next-
generation marketing
• Owned
• Paid (Facebook ads)
Twitter
Our spokesperson shares
a preview to our latest
course [blog link]
#futuremarket
#hyperisland
• Owned
EXERCISE 1: EXAMPLE
23. Pick a topic that you’ve recently experienced – a story shared by a customer,
trends that are coming up in conversations or opportunities that you’ve had to
address.
Define your point of view. Try to summarise your opinion on your topic in a
single sentence. Your opinion should be fresh and ideally a little bit contrary to
popular logic.
Cite other sources. Publicly-referenced case studies (e.g. The Guardian) lend
substance to your opinion. Apart from statistics and analyst reports, you can
also quote other influencers – or even ask them for their input on Twitter or
LinkedIn.
23
3 TOP TIPS FOR CONTENT DEVELOPMENT
25. 1. Fill in your profile with concise, topical information. Think about what would interest your
customers or cause them to trust you more.
2. Identify some groups or company pages to follow. Look for groups with active discussions
where you can make useful contributions from your own experience. You might also include
groups relating to non-profits, causes, or education based on your background.
3. Add any useful business connections you’ve made recently.
25
FOUNDATIONS: LINKEDIN
26. Engaging with target audience:
• Share third-party content and offer opinions in your status
• Join industry groups; ask questions in your status to encourage
discussion
• Share branded content to increase exposure of brand and showcase
expertise
AMPLIFYING AMBASSADOR’S THOUGHT LEADERSHIP ON LINKEDIN
Feed posts into
the company page
Amplify posts from
the company page
27. Know your audience
1. Make your posts timely, based on seasonal and current events
2. Think about what kind of content supporters probably want to see in News Feed
before you post
3. Research your target audience’s interests and talk about them in your posts
27
FOUNDATIONS: FACEBOOK
28. 28
TOP TIPS FOR ENGAGEMENT
Solutions-oriented messages are often the
most engaging.
Example headline: One little-known way to
[solve a problem]: [solution]
Cross-Channel Promotion: Encouraging
Facebook users to ‘follow the conversation on
Twitter’ or Instagram cross-promotes your IG /
Twitter account and increases your social media
reach.
A recent look at 682
Facebook posts found
that posts containing advice
or were shared 522%
more than posts that
weren’t advice related
(Source: Blog.Wishpond)
31. Outbrain refers people to content that’s relevant to their interests,
from publications that they trust and respect.
• Most of the world’s Tier 1 publications serve Outbrain
recommendations, including The New York Times, The
Guardian and CNN
• Headlines are contextually matched and targeted by geo
location and relevance
• Allows brand to reach various target audiences whilst
they’re in “consumption mode” i.e. researching and
keeping up with industry news
31
THE OUTBRAIN PROPOSITION
36. 36
HOW OFTEN SHOULD I BLOG?
LinkedIn Longform
Status updates
Insights blog Status updates
(tweets)
1-2 original blogs per
month at most
Repost all of your blogs as
LinkedIn Longform posts
Share links to your Insights
blogs twice: once on your
profile, once in a relevant
group
Share links to your Insights
blogs three times, once a day
for three days after publishing.
Use different tweets and
hashtags each time you share.
37. EXAMPLE DAILY ACTIVITY PLAN: LINKEDIN
CONNECTING
Check your
notifications for any
replies to or shares of
content that you’ve
posted (articles,
comments).
Respond either with a
comment or a DM –
even if only to thank
them for their
thoughts.
Time spent: 5-10 mins
CONTRIBUTING
Find the most active
discussion in one of
the groups you
recently joined.
Reply to the latest
comment, referencing
your own experiences
at current company to
support your point of
view.
Time spent: 10 mins
COMMENTING
Find a thought-
provoking or business-
relevant article or
discussion in your
LinkedIn feed.
Leave a comment that
adds your own point
of view to the
author’s, with an
example if possible.
Time spent: 10 mins
SHARING
From either your
LinkedIn feed or your
own reading, find a
piece of content that
is either useful or
entertaining to your
target audience.
Share it as a status
update, with your own
insights/how it links to
your comapany if
possible.
Time spent: 15 mins
38. EXAMPLE DAILY ACTIVITY PLAN: TWITTER
FOLLOWING
Are there any active
discussions happening
in your Twitter feed?
If so, reply to the
conversation and start
following any
contributors who you
don’t already.
Try to follow 3-5 new
people a week.
Time spent: 5-10 mins
REPLYING
Go to the list of
influencers/prospects
you created earlier.
Look for posts which
relate to hybrid
cloud/CI and reply to
them with your own
views, stats, or
examples from VCE.
Time spent: 10 mins
RETWEETING
Review your Twitter
feed for articles that
are business-relevant,
breaking news, or
simply interesting.
Retweet these via
Tweetdeck, adding
your own thoughts to
the tweet.
Time spent: 5 mins
POSTING
Post any business-
relevant articles that
you encounter
(including your own
blog posts) on Twitter.
Time spent: 5 mins
42. 42
Source: Scoopit How many leads does your content generate?
MEASUREMENT TRACKING TOOLS : GOOGLE ANALYTICS
43. Google Webmaster Tools is equally important for measuring
the results of your marketing efforts.
You can track keywords for which your website has ranked,
the number and quality of backlinks, as well as the number
of indexed and broken pages.
You receive error messages and reports that can be used to
improve your website’s performance and boost the
effectiveness of your SEO efforts to reach the right audience.
43
MEASUREMENT TRACKING TOOLS: GOOGLE WEBMASTER TOOLS