The science of content marketing

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Enriching the content (infographics, photos, recipes, blog articles, emails, video, podcasts and more) on your website, in social media, and elsewhere to grow interaction and site traffic.

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The science of content marketing

  1. 1. The Science of Content MarketingSylvie DaleAdvance Digital
  2. 2. About Sylvie I manage SEO, content, and social service offerings and customer satisfaction  Advance Search & Social Group leads strategy and guides our newsrooms in maximizing their search and social presence  Background: editor and content manager in newspapers, magazines and websites for 20 years2
  3. 3. SEO is really now CMO  Search Engine Optimization (SEO) is no longer enough – think Content Marketing Optimization (CMO).  Content Marketing Optimization means more and richer information that readers enjoy and search engines can crawl.  Blog articles, email, photos, videos, audio, infographics, and social media updates.3
  4. 4. SEO is really now CMO  Content marketing is increasingly mobile: Nielsen reported use of the mobile Web has increased 82% from July 2011 to July 2012 – even more growth was seen in the use of mobile apps, including Facebook.  17% of all adult cell owners use their phone for most of their online browsing, but 77% of them complain of slowness.  Mobile users spend 30% of their browsing time on social media networks. Sources: Nielsen’s State of the Media: Social Media Report 2012, Pew Internet: Mobile4
  5. 5. Choosing the right mix Photos? Blog? Social? Email? Image credit: Horia Varlan5
  6. 6. Use the scientific method: Keep track of your data  identifya problem  research the problem  create a hypothesis  run an experiment  analyze your data  draw a conclusion6
  7. 7. Define your purpose Content marketing mission statement:  The core audience target: Who are you reaching out to?  What will be delivered to the audience: What do you know that would be valuable to your audience?  The outcome for the audience: What are you hoping will be the result? Source: Joe Pulizzi, founder of the Content Marketing Institute7
  8. 8. Content marketing benefits  getting positive reviews  growing social interaction  sending traffic to your site  building engagement on your website  measuring results of your efforts8
  9. 9. Getting positive reviews Build up the content in your listings:  claim and correct your listings  write fantastic business descriptions  add photos  include a menu  list specials9
  10. 10. Promoting your listings  Help customers find your best listings by linking from:  Facebook  your website  email newsletters  printed handouts10
  11. 11. Growing social interaction  videos  Facebook polls  infographics  recipe contests  location-sensitive offers  Facebook or Twitter coupon codes  event invites  email newsletters11
  12. 12. Sending traffic to your site Kick it up a notch with lots of content types:  blog articles  maps  recipes  audio (podcasts)  video  how-to guides  PDF  text with  images personality12
  13. 13. Building engagement Make your content sizzle  social sharing buttons that your customers would want to use  microformats – labels to help Google find your address and other important info  alt text: labeling images and videos to be more visible in search  write with personality!13
  14. 14. Integration: Tying it all together  Blog + email + Facebook  Twitter + check-in + thank you  Blog + YouTube  Location sensing + mobile offers  Facebook + YouTube + infographic  Business listing + reviews + reservation app  Facebook + event invites  New photo on site + Pinterest14
  15. 15. Measuring the results  E-mail: forwards, clicks  Facebook: likes, shares  Twitter: follows, favorites, retweets  Google+: +1, add to circles, shares  YouTube: subscribes, shares  Pinterest: follows, re-pins  Website: organic search visits, referral visits, time spent on site, bounce rate15
  16. 16. Inspiration: Waffle Shop  Sadly,this Pittsburgh restaurant is now closed, but they attracted so much attention by putting their visitors “on TV” that Yelpers commented on it in reviews which no doubt drew more visitors.16
  17. 17. Inspiration: Conflict Kitchen  Pittsburgh-based takeout restaurant that changes every 4 months to match countries with which the U.S. is in conflict, such as Afghanistan and Venezuela.  Food wrappers (and the blog) are designed to educate customers about the conflicts.17
  18. 18. Inspiration: Nightmares Fear Factory  Niagara Falls tourist attraction takes pictures of its customers in full fright.  Leveraging Flickr and Pinterest to spread the hilarity.  Also using Facebook, Twitter, YouTube and Instagram.18
  19. 19. Inspiration: Renaissance Hotels  RNavigator and Rlife LIVE content help guests discover the local city outside their hotel and discover music, arts, food and drinks nearby.  Facebookpage promotes this content and now has more than 332,000 likes.19
  20. 20. Inspiration: Whole Foods National health food grocer has Pinterest boards with following of more than 70,000. Also using Facebook, Twitter, YouTube, and email.20
  21. 21. Inspiration: Wild Cow restaurant Nashville vegetarian restaurant has more than 6,500 fans. Posts photos of specials to Facebook right at mealtimes. Also on Instagram, YouTube and Twitter.21
  22. 22. Connect with Sylvie Connect with the Twitter: @sylectra Search & Social Group Our blog: AdvanceSSG.com Google+: Facebook: http://tinyurl.com/bj8xzg3 https://www.facebook.com/AdvanceSe LinkedIn: arch Google+: http://www.linkedin.com/in/sylviedale http://tinyurl.com/b79jqu5 Knowledge Stream email newsletter22

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