The document discusses how content, social media, and search engine marketing work together as part of a marketing plan. It emphasizes that content is key and acts as a "force multiplier" by fueling social media efforts and improving search engine rankings. The document provides tips for creating a content strategy, including generating ideas, developing a content calendar, using social media to drive content, and maintaining consistency with a manageable strategy. The overall message is that businesses need quality content in order to succeed with social media, search engine optimization, and other marketing activities.

1. Content + Social Media = A Good Search
Marketing Plan

2. Internet Marketing is Permission Marketing
• Understand the Value of Content
• Encourage your input & questions
• Take one thing that you can apply to your company
• Walk away with knowledge about how
content, social media and search engine marketing
plan together.
For the full presentation and handouts go to:
www.SmallBusinessMiracles.com/WBC

3. Why Content?
Content is the force multiplier when it comes to
marketing.

4. Content Creates Impact
Content impacts:
• Social media marketing
• Search engine marketing
• Public relations

5. Content and Social Media
Content impacts social media. It fuels social media efforts.
Without content social media is like having a car with no gas –
it’s just all show, with no go.

6. Content and Search Marketing
Content wows your search engine marketing
efforts.
Search engine rankings involve having high quality
content and publishing often.

7. Content and Public Relations
Content drives public relations.
Your ability to create fresh content around the needs of
prospects and customers has become MORE valuable than a
product or service announcement.

8. We Use Content in…
• Newsletters
• Websites
• Sales Letters
• Thank You Letters

9. Now We Must Also Create Content for…
• Blogs
• Facebook
• Twitter
• Google+
• YouTube

10. Value of Content
Good Content Produces Traffic

11. Forms of Content
Content is Graphics

12. Forms of Content
Content is Blog Posts.

13. Forms of Content
Content is Long-Form Articles

14. Forms of Content
Content Can Be Resources and Tools

15. Forms of Content
Content Can Be Audio and Video

16. Search Benefit of Content
All forms of content have the ability to bring in
traffic from consumers searching.

17. Social Benefit of Content
All forms of content have the ability to bring social
media traffic.

18. Social Benefit of Content
Content can go viral on social media networks by
getting shared and linked-to all over the web.

19. What Do I Write About?
The biggest dilemma business owners face is what
to write on.

20. Content Idea Generators

21. Idea Generators #1
Image Search – Search images for inspiration and
ideas.

22. Idea Generator #2
News – Turn news stories into ideas.

23. Idea Generator #3
Google Alerts – Filter the news by related
keywords in your industry and have them
delivered via email.
http://www.google.com/alerts

24. Idea Generator #4
Google Search – Use Google, type in different
phrases and pay attention to the suggested
searches.

25. Idea Generator #5
Q & A Forum – A great source of content ideas
can come form Q&A forums like LinkedIn
Groups/Answers and Quora.
http://www.quora.com
http://www.linkedin.com

26. Now You Have Ideas….
It’s time to create a content strategy.
Content is the keystone to inbound marketing,
create a process that is scalable and can be
repeated.

27. Where Do You Start?
Create a content strategy plan that you can
scale and repeat.

28. Phase 1 – Think Ahead - Get Organized
The Where When and How Often!
• Where do you need content? List every area that you
must supply content to. (Newsletter, Website, Blog,
Facebook, Twitter, etc)
• Which Channels? (Social Media, Print, Video, Web)
• How often do you need to post content in these
channels?

29. Create a Content Calendar
• How Often Will You Draft Content – Daily,
Weekly, Monthly?
• Organize your calendar by:
– Channel (Web / Mobile / Email / Print / Television)
– Audience
– Program
– Format (Text / Video / Photos / Presentations)

30. Phase 2 – Squash Writers Block and
Generate Ideas Easily
• Brainstorm
• Mind Mapping
• Tickler / Pending File
• Stories
• Old Archives - Content recycling rule - for every piece of content
you recycle you must create two new pieces, don't cheat
yourself.
• Web and Email Analytics - This data will show you what people
looking.

31. Phase 3 – Use Social Media to Drive
Content
How does social media fit into the content mix? Social media is the
marriage of content and conversation.
Social media conversations can be made into content by:
– Highlighting trending topics
– Publishing Q & As
– Summarize Debates
Use social media to drive content for you by using it to:
– Asking questions
– Soliciting feedback from your followers
– Refining your content ideas based on comments that you receive.

32. Consistency is Key! Create a
Manageable Strategy

33. Putting It All Together

34. Content / Search / Social Success
Formula
• Keep a clear and workable plan, collect ideas and data,
write your content or get others to help.
• Implement and allow content to serve as a force
multiplier for you in social media, search marketing and
public relations.
• Start with a goal of at least one new piece of content per
week.

35. Time for Questions

36. For the full presentation and handouts go to:
www.SmallBusinessMiracles.com/WBC
Please call or email with questions.
Laura Lake
816.842.0100
llake@smallbusinessmiracles.com