8. Content types
Blogs – Thought
Leadership
Thought leadership pieces
written by (or on behalf of)
experts within GBGroup.
Authorities within a
specialised area, leading the
discussion.
10. Content types
Top tips
• "Top 10" in the title will
get clicks
• Easy to read/skim
• Readers can jump to
section of the list that
interests them
• Complicated topics can be
broken down
• Flexible –
long/short/illustrated
26. We have a building full of experts
•
Talk to people
•
Ask them questions, get ideas
•
Find out where the industry/sector they deal with is
heading
•
Find out what issues they are seeing companies struggle
to deal with
•
What questions are our customers asking?
27. Sources for content ideas
Listen more. Talk less.
Read less. Read better.
Steal.
29. Writing content
Choose the Right Topic and Tone
Keep it light, keep it entertaining.
The best content answers a question.
Write Great Headlines and Subheadlines
If your headlines fails, your content fails.
A strong, click-worthy headline, optimised for search is
essential.
30. Writing content
Use Images
Readers love images. Your images should tie in with the
topic, even if it's a metaphor.
Be Consistent
E.g. if you’re going to hyperlink your subheadlines (such
as the names of 10 infographics), do this for all of them.
This will make it easy for readers to know where to go
and what to expect from the rest of the copy.
31. Writing content
Have an Opinion
Even if it's slightly controversial or will provoke debate.
Don't Forget to Edit
Check your grammar and spelling. Check for factual
errors. Ask someone you trust to look over your post
before publishing.
Mistakes could hurt GBG's reputation, or even cost us
clients.
33. Title and Description tags
Title tags
The most important factor in SEO. Google uses these to
rank pages.
Description tags
Appear in Google search results, as well as some
external sites – entice people to read.
40. Sources for content ideas
Old methods of SEO are dead
•
Stuffing content full of keywords and relying on
backlinks alone has been killed off by Google’s Panda
updates
New methods of SEO are evolving
•
Content and pages need to be optimised for users
and readers, not for search engines
•
http://www.youtube.com/watch?v=y-ikbTn77LU
