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Strategies, Tips, & Tricks:
Content Creation & Blog Marketing
About Me

• Nick Coe (@nick_coe)
   • Marketing & Advertising
   • Traditional & Digital
Bigger Picture
    Average person online 60 hours/month

         94 domains, 3K webpages
         25 hours viewing content
Your Visitors…




                   Thus, your
                 content must…

     1. Show Benefit ASAP (Content Strategy)
     2. Be Accessible (Marketing Strategy)
How?

• Think of your blog as a cupcake…

                                     Passion Areas
                                     Shared Topics

                                     Related Topics
                                     Main Subject
Starting Point - Research
                         • Topics – Far & Wide
                            • Social Sites
                            • Relevant forums
Tip: “Google Keywords”
  • High Volume
  • Low Competition
                         • Keywords – Go Niche
Tip: “SEO Moz Keyword       • Search Engines
Difficulty Tool”
                            • Social
Tip: Twitter
  • Search hashtags         • Intuition
Basic Structure
 General
                  Featured Image
                  Headline
                  Intro
                  Body

                  Conclusion



  Specific
Structure With Style
 • Old marketing principle
    • A.I.D.A.
Attention: grab the reader’s attention!

       Interest: quickly address benefits

             Desire: confirm their interest

                    Action: show them what to do next
More Tips

• Don’t sell, teach
• Make it digestible
• “Would I read (and share) it?”
Content Summary
 • Headline + Featured Image  Attention
    • Tip: Check DIGG headlines & test, test, test…

 • Featured Image + First sentence  Interest
    • Tip: Keywords to the front, thumbnail + excerpt

 • Body  Desire
    • Tip: KISS, be concise, use lists

 • Post-Body  Action
    • Tip: “Social Sharing” & “Related Posts” plugins
Spreading the word
  • “Build and they will come?”




 • If content is king, design is queen, then…
“…Context is GOD” – Gary V.

               • Not what you deliver, but how
                  • Engagement
                  • Listening

               • People don’t care about you…
                  • But they care what others say
                  • Friends, family
                  • Influencers, thought leaders
Marketing
• Outbound Marketing          • Inbound Marketing
   • Interruption                 • Attraction (Accessibility!)
      • Advertising                  • Search, Social
      • Telemarketers   VS.          • Email, Other




         Tip: hubspot.com/marketing-resources
Inbound Marketing




                    Source: seomoz.org
Inbound Marketing

      • SEO
         • Quality, not Quantity
         • Eye on traffic – Google Analytics
         • Plugin Tip – “SEO Pack”

       • Social
          • Produce “pointable” content
          • Engage, listen, optimize
          • Plugin Tip: “WP To Twitter”, “Wordbooker”
Inbound Marketing

    • Email
       • Most valuable online, social property
       • Plugin Tip: “WP Autoresponder & Newsletter”
         • Mailchimp

     • Other - “Sweat Marketing”
        • Guest blogging (yours + others)
          • Plugin Tip: “User Capabilities”
        • Comment marketing, forums
        • Infographics, Video, eBooks
Resources

• Content
   • Copyblogger
   • Problogger
   • Quora thread – “What are good books and blogs for
     learning copywriting?”

• Marketing
   • Hubspot
   • Duct Tape Marketing
   • SEOMoz
Thanks!



             Thanks!
          Any Questions?

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Wordcamp Edmonton - Slides

  • 1. Strategies, Tips, & Tricks: Content Creation & Blog Marketing
  • 2. About Me • Nick Coe (@nick_coe) • Marketing & Advertising • Traditional & Digital
  • 3. Bigger Picture Average person online 60 hours/month 94 domains, 3K webpages 25 hours viewing content
  • 4. Your Visitors… Thus, your content must… 1. Show Benefit ASAP (Content Strategy) 2. Be Accessible (Marketing Strategy)
  • 5. How? • Think of your blog as a cupcake… Passion Areas Shared Topics Related Topics Main Subject
  • 6. Starting Point - Research • Topics – Far & Wide • Social Sites • Relevant forums Tip: “Google Keywords” • High Volume • Low Competition • Keywords – Go Niche Tip: “SEO Moz Keyword • Search Engines Difficulty Tool” • Social Tip: Twitter • Search hashtags • Intuition
  • 7. Basic Structure General Featured Image Headline Intro Body Conclusion Specific
  • 8. Structure With Style • Old marketing principle • A.I.D.A. Attention: grab the reader’s attention! Interest: quickly address benefits Desire: confirm their interest Action: show them what to do next
  • 9. More Tips • Don’t sell, teach • Make it digestible • “Would I read (and share) it?”
  • 10. Content Summary • Headline + Featured Image  Attention • Tip: Check DIGG headlines & test, test, test… • Featured Image + First sentence  Interest • Tip: Keywords to the front, thumbnail + excerpt • Body  Desire • Tip: KISS, be concise, use lists • Post-Body  Action • Tip: “Social Sharing” & “Related Posts” plugins
  • 11. Spreading the word • “Build and they will come?” • If content is king, design is queen, then…
  • 12. “…Context is GOD” – Gary V. • Not what you deliver, but how • Engagement • Listening • People don’t care about you… • But they care what others say • Friends, family • Influencers, thought leaders
  • 13. Marketing • Outbound Marketing • Inbound Marketing • Interruption • Attraction (Accessibility!) • Advertising • Search, Social • Telemarketers VS. • Email, Other Tip: hubspot.com/marketing-resources
  • 14. Inbound Marketing Source: seomoz.org
  • 15. Inbound Marketing • SEO • Quality, not Quantity • Eye on traffic – Google Analytics • Plugin Tip – “SEO Pack” • Social • Produce “pointable” content • Engage, listen, optimize • Plugin Tip: “WP To Twitter”, “Wordbooker”
  • 16. Inbound Marketing • Email • Most valuable online, social property • Plugin Tip: “WP Autoresponder & Newsletter” • Mailchimp • Other - “Sweat Marketing” • Guest blogging (yours + others) • Plugin Tip: “User Capabilities” • Comment marketing, forums • Infographics, Video, eBooks
  • 17. Resources • Content • Copyblogger • Problogger • Quora thread – “What are good books and blogs for learning copywriting?” • Marketing • Hubspot • Duct Tape Marketing • SEOMoz
  • 18. Thanks! Thanks! Any Questions?

Editor's Notes

  1. Not the absolute authority on this topic, but have gained some perspective on it over the yearsAudience Q – show of hands, who here is a blogger? Personal blogger? Company blogger?
  2. Give perspective on current internet user trends & behaviorhttp://www.huffingtonpost.com/2010/06/22/internet-usage-statistics_n_620946.html-156 Million
  3. Thus, regardless of who your audience is, you must always assume two thing - your users are, and will always be, selfish and lazy. They don’t care about you, who you are
  4. 8/10 people read headline, 2/10 read the rest