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How to create effective and optimized content by jen silverman
The document outlines strategies for creating effective and optimized content, emphasizing the importance of customer focus, storytelling, and continuous improvement. It provides a cyclical approach involving curation, creation, and coordination, while detailing techniques for developing brand stories and persuasive content tailored to different stages of the user journey. Key aspects include engaging employees, understanding audience needs, and maintaining collaboration across channels for successful content marketing.
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How to create effective and optimized content by jen silverman
- 1. How to CreateEffective and Optimized Content Jennifer Silverman Content Panel PeepCon 2015 1
- 2. 3 Salient Points •It’s likely less “How do I get started?” and more “How do I operationalize it?” • These days, a customer-focused content marketing program is the sandwich, and SEO is the mayo • Tell sincere stories + Create an effective, efficient framework + Continuous observation and improvement + ??? (or Time) = Profit 2
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- 4. 3 Parts ofa Cycle Creation Coordination Curation 4
- 5. 1. Curation (+Thought Leadership) Add something original! Make sense out of it Know what everyone else is saying 5
- 6. 1.1. Know whateveryone else is saying Large-scale (Region/Country/Worldwide) • Keyword Research • Trend Analysis • Competitor Analysis Small-scale (Your Own Website) • Polls and Surveys • Comment and Sharing Rate • Top Pages, Internal Search, Referral Traffic • Signup Types 6
- 7. 1.2. Make senseout of it (What does it mean for you?) What brings them in? Who are they, and what do they want? What do they feel about __? Why do they do what they do? Information, to Intelligence, to Action 7
- 8. 1.3. Add somethingoriginal Everyone Your Audience You and Your Own Experience Your Original Story! 8
- 9. 2. Creation (Tella Relatable Story and Show Why It's Important) Brand Story and Persona Development Funnel Stages / User Journey Recharging Existing Content 9
- 10. 2.1. Brand Story/PersonaDevelopment (Story = Idea + Action + Emotion) Get Employees “Into” Your Company • Make engaging your employees a priority • Develop employee personas • Understand where you’re starting from • Make a plan • Communicate strategically • Be interesting Make Passionate Followers • Social proof: Visible interaction with your brand (not just social metrics) • Develop customer personas • Let fans guide product development • Admit and apologize for missteps • Stories before tactics! Storytelling Styles • Visual content: data visualizations, captivating illustrations • Types of stories • The quest (progression) • Overcoming the monster • Rags to riches • Rebirth/Redemption • Voyage and Return • Tragedy • Comedy 10
- 11. 2.2. Funnel Stages/ User Journey Awareness: Influence Consideration: Persuade Close: Move to Action 11
- 12. 2.2.1. Awareness: Influence NewsSource • Explain Trends • Explain News Practical Reference • Help Accomplish Goals (How- To) • Help Achieve Success (Case Study) Instigator • Start a Conversation • Spark a Controversy • Express an Opinion 12
- 13. 2.2.2. Consideration: Persuade Tips •Staybrand-consistent •Keep it timely •Know your community •Participate in passionate conversations •Make them want to learn more •Appeal to emotions and rationality •Remember your website’s visual experience Avoid •Buzzwords •Obscure terms and industry jargon •Inaccurate use of words and phrases •Metaphors •Illogical, insufficient, or incomplete arguments •Style and design weaknesses (complex sentences, small fonts, etc.) Targeting B2B •Help them see the light •Tell in 90 words or less why you should be considered •Provide more in-depth info •Provide detailed case studies for companies like theirs •Help them sell your solution to stakeholders 13
- 14. 2.2.3. Close: Moveto Action Tiers • Soliciting the Sale • Capturing the Lead • Nurturing the Relationship Tips • Choose a goal • Consider the context • Make it short and actionable • Place it strategically • Test your CTAs 14
- 15. 2.3. Recharging ExistingContent Re-imagine Serialize Annualize and Update 15
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- 17. 3.1. Internal Collaboration:How Do You Want It to Work? Internal and External Experts Central Strategist + Moving Parts Internal Contributors Channel Managers 17
- 18. 3.2. Content Channels:What to Use? (Don’t Spread Yourself Too Thin!) • Articles and/or Blog Posts • Product and/or Static Pages • Newsletter / Email Updates • Social Media 18 Build a following for your basics until you are known for them; -then- expand to other channels.
- 19. 3.3. Process Checksand Improvements 19 • Keyword Usage • Schema • Social Media Optimization • Up-to-Date Information Technical Optimization • Ask Better Questions • Check and Improve Status Quo • Create Stronger Customer Experience Opportunities Continuous Improvement
- 20. 3.4. Buy-In fromHigher-Ups: How Do You Get/Keep It? Content Business Plan / Strategy •Content Calendar •Social Media Plan •Personalized Emails – needs, pain points, behavior triggers •Automation Tools – w/ sales & CRM systems •Mobile Considerations •Subscription Model Key Performance Indicators •Leading indicators: search, social, links, brand mentions •Marketing Indicators - content (visits, sources, interaction), traffic, conversions, usage, revenue •Business Analytics - cost of acquisition, retention, lifetime value, gross margin Inter-Departmental Connections •Your whole company should want to read your blog •Sales: What content closes sales? •Human Resources: Satisfaction, retention, loyalty, kept promises, evangelism 20
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