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Rachel meyer sfima 2017
- 1. #pubcon @rachelmeyer1 #pubcon #sfima Omni-Channel Talent Application Presented by: Rachel Meyer
- 3. #pubcon @rachelmeyer1 #pubcon #sfima Omni-Channel: Organization Ride or Die Organizational Tool: • Editorial calendar – get organized – stay organized – be a superhero
- 5. #pubcon @rachelmeyer1 #pubcon #sfima Omni-Channel: Organization Ride or Die Organizational Tool: • Editorial calendar: Trello.com – projects are given a “card” in Trello – assets can be uploaded directly into the software – Could take the place of both the editorial calendar and project management software – Integrates with SEMRush
- 7. #pubcon @rachelmeyer1 #pubcon #sfima Omni-Channel: Organization Ride or Die Organizational Tool: • App.Cyfe.com – high level, at a glance dashboard – free up to 5 widgets, $19 for all-you-can-eat-buffet – quickly see what’s happening
- 9. #pubcon @rachelmeyer1 #pubcon #sfima Omni-Channel: Organization Ride or Die Organizational Tool: • Xtensio.com – robust freemium version, $14 a month for paid version – easy to pick up quickly – looks professional
- 11. #pubcon @rachelmeyer1 #pubcon #sfima Omni-Channel: Content • Two ways to approach content: • Fresh content • Update old content that performs well or is coming back up on relevance. – Restructure for rich snippet optimization
- 12. #pubcon @rachelmeyer1 #pubcon #sfima • AnswerThePublic.com – tons of queries based on a seed keyword – gorgeous visualization – creative queries in an instant that would have taken you forever to find anywhere else Omni-Channel: Content Ride or Die Content Tool:
- 15. #pubcon @rachelmeyer1 #pubcon #sfima @rachelmeyer1 AnswerThePublic.com seed keyword: supershuttle
- 16. #pubcon @rachelmeyer1 #pubcon #sfima AnswerThePublic.com • without • with • versus • to • near • like • for
- 18. #pubcon @rachelmeyer1 #pubcon #sfima • Keyword.io – requires signup for free version & keyword downloads – pro versions start at $29 per month – multiple engines Omni-Channel: Content Ride or Die Content Tool:
- 21. #pubcon @rachelmeyer1 #pubcon #sfima • Storybase.com – requires signup for 10 free searches per month & history, lists, etc – pro versions start at $9 per month – phrases, questions features Omni-Channel: Content Ride or Die Content Tool:
- 24. #pubcon @rachelmeyer1 #pubcon #sfima • FAQFox: webpagefx.com/seo-tools/faqfox/ – free!! – find questions people are really asking – scrape suggested sites, or input your own ideas Omni-Channel: Content Ride or Die Content Tool:
- 30. #pubcon @rachelmeyer1 #pubcon #sfima Content Refresh Example Initial traffic spike Relaunched blog
- 31. #pubcon @rachelmeyer1 #pubcon #sfima @rachelmeyer1 • Rich Snippets – Answer the question the best – Usually come from a page 1 ranked page – Use the 5 W’s + H moz.com/blog/ranking-zero-seo-for-answers
- 32. #pubcon @rachelmeyer1 #pubcon #sfima Omni-Channel: Local Search • Consumers like and trust Google Map Pack – 61% feel it’s the most relevant – 58% feel it’s most trustworthy over other types of search results https://searchenginewatch.com/sew/opinion/2423578/google-local-pack-is-233-percent-more-important
- 33. #pubcon @rachelmeyer1 #pubcon #sfima • Moz.com/Local – $84 per listing, per year – duplicates, incompletes, inconsistent listings – pushes updates to some partners, identifies others Omni-Channel: Local Search Ride or Die Local Search Tool:
- 37. #pubcon @rachelmeyer1 #pubcon #sfima • GeoRanker.com – freemium, pro starts at $99/month – live ranking data from big search engines as it’s displayed to a user from that location – choose a variety of suburbs or cities Omni-Channel: Local Search Ride or Die Local Search Tool:
- 39. #pubcon @rachelmeyer1 #pubcon #sfima • @googlemybiz – GMB’s Twitter account – get real help on your listings – @joyannehawkins is a genius Omni-Channel: Local Search Ride or Die Local Search Tool:
- 40. #pubcon @rachelmeyer1 #pubcon #sfima • Google Location Changer: serps.com/tools/google-search-location/ – free!! – choose device, see ads – very, very easy to use Omni-Channel: SEO Ride or Die SEO Tool:
- 44. #pubcon @rachelmeyer1 #pubcon #sfima • SEMRush.com – well worth the cost (starts at $70/month) – webinars and Twitter chats are extremely beneficial – SO MANY TOOLS Omni-Channel: SEO Ride or Die SEO Tool:
- 46. #pubcon @rachelmeyer1 #pubcon #sfima • JSON-LD Schema Generator: hallanalysis.com/json-ld-generator/ – free!! – generate multiple types of markup – easy to use Omni-Channel: SEO Ride or Die SEO Tool:
- 48. #pubcon @rachelmeyer1 #pubcon #sfima Omni-Channel: Social Media • Infographics are liked and shared on social media 3x more than any other type of content • Visual content is more than 40x more likely to get shared on social media than other types of content https://blog.bufferapp.com/infographics-visual-content-marketing http://www.massplanner.com/10-types-of-visual-content-to-use-in-your-content-marketing/
- 49. #pubcon @rachelmeyer1 #pubcon #sfima • Venngage.com – 5 infographics free – pro starts at $19 – variety of templates to choose from Omni-Channel: Social Media Ride or Die Local Social Media Tool:
- 51. #pubcon @rachelmeyer1 #pubcon #sfima • Spark.Adobe.com – free!!! – make videos – edit, crop, resize, add effects to photos Omni-Channel: Social Media Ride or Die Local Social Media Tool:
- 54. #pubcon @rachelmeyer1 #pubcon #sfima • Facebook Pages App – all the pages you manage in one place – get notifications through the app – view insights Omni-Channel: Social Media Ride or Die Social Media Tool:
- 58. #pubcon @rachelmeyer1 #pubcon #sfima • Editorial Calendar Template: – http://bit.ly/pubcon_edcal – file > make a copy – fill in your own info Omni-Channel: Organization BONUS Ride or Die Organization Tool:
- 59. #pubcon @rachelmeyer1 #pubcon #sfima Omni-Channel: Organization BONUS Ride or Die Organizational Tool: • Momentum Dashboard – https://momentumdash.com/ – gorgeous daily inspirational pictures – to-do list right there every time you open a new browser window
- 60. #pubcon @rachelmeyer1 #pubcon #sfima Omni-Channel: Organization BONUS Ride or Die Organizational Tool: • Strict Workflow – http://bit.ly/strictwork – chrome extension – customizable “pomodoro technique” type function – avoid distraction!!
- 61. #pubcon @rachelmeyer1 #pubcon #sfima • Jaaxy.com – use alphabet soup function – create trial account to use freemium – save the keywords you want to download later Omni-Channel: Content BONUS Ride or Die Content Tool:
- 62. #pubcon @rachelmeyer1 #pubcon #sfima Omni-Channel: SEO BONUS Ride or Die SEO Tool: • Rank Checker – https://serps.com/tools/rank-checker/ – quick, on the spot rank checker – choose location or device
- 63. #pubcon @rachelmeyer1 #pubcon #sfima More questions? Want to chat? Get in touch with me: • Rachel Meyer – @rachelmeyer1 – rachelmeyer9@gmail.com
Editor's Notes
- I am the only one in my role, and I literally do a little bit of everything digital, so I'm going to be sharing my most recommended tips and tools across multiple channels including content, seo, local, and social. I am going to be flying through information, touching on a lot of platforms, and speak really quickly when I’m not all amped up and excited, so you’ll definitely want to download my presentation at INCLUDE LINK HERE. The links are all listed in that download, so no worries if you don’t copy them down quick enough, and the presentation at the link is an extended version with even MOAR INFORMATION. ready? here we go.
- I’ve actually only been at SuperShuttle & ExecuCar for 2 or 3 months, so some of these examples are from my former life at a medical marketing agency because I haven’t been at SuperShuttle quite long enough to be able to show some awesome results. So, here we go!
- It can be super hard to know where to focus when your job is spread across so many channels, so it’s critical to get organized so that you have an action plan
- preplanning makes sure you always have content, helps you stay organized, and gives you time to actually be looking at trends and breaking news, since you have everything pre-planned
- If you don’t want to go the Google docs route, give Trello a try. (benefits)
- This is an example of trello for my church where I volunteer. This is essentially our editorial calendar, as each item from our calendar has a trello card with all of the details needed. People can be given access based on whether or not they’re working on the project.
- cyfe is a great way to keep an eye on a lot of things at once and look out for pattern discrepancies. I pay for the $19 a month version because it’s super valuable and gives me the information I need very quickly.
- here’s an example dashboard – it’s got google analytics, search console, moz, serps info, facebook pages info – I can even pull in my assignments for this client from basecamp. very robust, very thorough.
- xtensio.com has a full offering of different templates, including a content strategy template which looks amazing but I haven’t had a chance to play around with yet. what I love them for, however, is their persona templates. you may not think that personas are something that fit in the “get organized” category, but a persona can actually keep you super focused, which can lead to better organization of your content and what channels you want to distribute on.
- professional looking, features brands, easy to change headings like motivations or personality. these can be given to clients, or just used internally to keep you focused and on track.
- relevance: like dehydration headache for summer
- I mention this one at every conference I go to because it’s by far still my favorite content tool – and can work for social, ppc, or whatever
- make sure you choose the correct country – defaults to the UK
- you can totally just download all of your queries to a csv, but the visualization of this tool is so much cooler than that
- I know you can’t see detail and this is a really specific search for supershuttle, but those are just the who what when where why how and are modifers for this seed keyword
- I LOVE the versus modifiers, because that gives you even more ideas. the versus questions give us the opportunity to have content that compares us and a competitor side by side. You can also click on any of the keywords to be taken to the serps for a live look at results
- Where this tool really shines is when searching for generalized terms like “dog.” you get hundreds of really specific ideas to use for adwords, landing pages, or social content.
- youtube, bing, wikipedia, google play store, amazon
- on the left are the 398 keywords from google that came up for my seed keyword “phoenix travel.” I went through and chose the ones I wanted, which populate to the list on the right. I’ll export those to an excel spreadsheet to save for later. I could also just select all of them and export all of them to an excel spreadsheet.
- Questions list for “air conditioners”
- Demographics for “air conditioners.” find out who is searching for and who cares about air conditioners
- here, you pick a category of sites to search, which auto-populates a list of relevant websites. They actually don’t have a travel category, so I picked generic, which autopopulated the list with reddit, topix, quora, etc
- Here are the results from my “airport shuttle” search. Some weird stuff, but also lots of questions that could lead to content ideas with just a bit of adjustment
- lots of queries. you can use this for content ideas, or, if you’re a subject matter expert, go in and answer the question yourself.
- Will Smith in the 90s was great, no argument and was totally fresh content back then. I mean, he WAS the fresh prince!!
- but Will Smith in the twenty-teens is way better, amirite? He’s refreshed content. Still Will Smith, but updated. And yes, that is a belt he’s wearing with his overalls, so obviously, he needed a refresh like no other.
- so, my general criteria so far for refreshing content has been topics that are seasonal in nature. In a non-Will Smith related example, this is a blog on Dehydration Headaches that I wrote when I was at my last company. I decided to refresh it, because it’s a good fit for that seasonal content I was talking about – dehydration is totally a thing in phoenix in the summer, and headaches come along with it. *EXPLAIN* initial blog launched june 2015, etc etc etc. Pageviews increased by 160%, time spent on page increased by 150%
- in refreshing the post, I followed some of the guidelines from this moz blog on how to rank for zero or land that featured snippet. I’d really recommend checking it out, as it’s a terrific explanation of the process.
- Moz local is an affordable option for managing local listings. it identifies all the issues with your listings, and pushes updates to their partners, but you get links for facebook and google
- Check out the inconsistent tab – it’s going to show a lot of your issues right away. This Facebook listing seemed suspect, so I was able to click on it and it takes me to that page.
- And now I found a page that is associated with one of my brands, but not controlled by me, so I can claim it and merge it with our other pages.
- here’s the totals screen for incomplete listings. see the tags where it’s identifying what’s needed to complete the listings?
- really high level, snapshot type data to identify holes in our local strategy
- if you don’t follow joy, you need to. she’s brilliant in local search
- so here I put in my seed keyword, enter the city name or zipcode, and choose ads and phone
- This is the mobile results page, so now I can see what it looks like on a mobile phone anywhere in the country and get a live snapshot of where we’re placing
- And here are the desktop listings. If I were to scroll down, I’d be able to analyze local and organic listings as well.
- they’re beta-ing so many new reports and dashboards lately it’s insane. one of my favorite functions in SEMRush is the projects. here’s a dashboard from one of my projects and it’s got a crazy amount of info for one dashboard. we’ve got a full site audit, social media metrics, organic traffic insights, the capabilities for PPC integration, the SEO ideas are super cool and very helpful. And obviously, this site needs a lot of work, so this is a way to prioritize and get things done. Tasks from SEMRush can also be sent right to trello, so that’s a neat integration as well.
- the form actually extends pretty far down with choices, but you’ll see that I chose local business and just started filling out the information. on the right is the code that you can copy/paste into Google’s schema checker, and then if you’re good, paste it in your site and you’re done.
- so there are tons of tools out there that can help you schedule social content and those types of functions, but I decided to focus more on the image side of social media. obviously we all know that social posts with images perform way better
- I literally put this together in 15 minutes. obviously, I would need to spend more time on researching the information, but I wanted to show how simple it is to use this tool and put it together once you’ve done the work to gather your research and statistics.
- I’ve recently fallen in love with spark from Adobe. It’s really good for making social videos and images. The video feature is easy to use and intuitive, and adds movement to someone’s newsfeed as they’re scrolling through, which can catch their eye.
- I wanted to show a video example, but was really nervous because videos don’t always work well with powerpoint, so we’ll see how this goes… However, the video platform is super easy to work with
- For images, Adobe has lots of options for styling, but what I really like is that they have auto-sizing for the type of post you’re making. The entire platform is really easy and intuitive, and it literally took me just a few minutes to put this together. They have a fairly expansive gallery of Creative Commons images available for use as well.
- far left: this is just part of the list of the 30 or so pages I was managing. middle: you can see any interactions on your page. far right: you can view basic insights for each page within the app. so, in closing, I hope that was helpful and you learned about some new tools that you can take back to work and implement into your own omni channel campaigns.