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Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer


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Shelly Kramer
Y'all Connect Presented by Alabama Power
July 23, 2013
Birmingham, Alabama

Content marketing is one of the most powerful forms of marketing your business, and today, brands and companies of all sizes are laser-focused on content. But quite often, they either don’t know where to start, they don’t know how to do it or they don’t have the internal resources or budget to make it happen. Creating great Web content that delivers results doesn’t happen overnight. It’s a process and it takes time, effort and energy. But as part of your overall integrated marketing strategy, it’s a powerful, powerful thing.

This session will not only empower you to immediately begin creating killer content for your website or corporate blog, it’s quite possible you’ll be so psyched about it that you can’t wait to get started. You’ll come away from this session prepared to begin developing and creating stellar content that will not only serve your customers and prospects, but also help generate leads and sales.

• How to understand and define your audience and develop a content marketing strategy.
• How to write for the Web (which is completely different than any other kind of writing).
• How to understand the basics of well-optimized content in easy-to-understand (and even easier-to-implement) language.
• How to effectively distribute your content across the web.
• How to measure the impact of your results using your analytics, some awesome tools and smart reporting.

Published in: Marketing
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Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

  1. 1. Content Marketing What, Why and How to Kick Butt at It Shelly Kramer, @shellykramer © 2013 V3 Integrated Marketing
  2. 2. What is Inbound Marketing? How to Start Your Initiatives by Gathering and Using Data Why Social, SEO + Content are Key Where to Start How to Write Effective Content Some things we’ll cover include: How to Distribute Content Across the Web The Importance of Tracking and Reporting
  3. 3. Marketing Today? Complicadio.
  4. 4. What We’re Used To Traditional Marketing = Push Messaging Display Ads Direct Mail TV + Radio Yellow Pages Cold Calling Email Blast Trade Shows Traditional Marketing is Interruption
  5. 5. Old Way: Money x Media = Business New Way: Time x Media = Business The Formula Has Changed
  6. 6. What is Content Marketing? Blogging Webinars Video + Podcasting Case Studies, White Papers Email Marketing Flickr, Instagram Social (Twitter, Facebook, LinkedIn) Tumblr, Scoop.It,, Storify, etc. And all of this is part of Content Marketing. And collectively, using these tactics is called “Inbound Marketing”
  7. 7. Inbound Marketing Drives Business But you have to feed the inbound marketing machine. Great content is how you do that.
  8. 8. Great Content is Like Breadcrumbs (super delicioso breadcrumbs) Inbound marketing is the process of creating and spreading breadcrumbs on the Internet and hoping people will pick them up. Those breadcrumbs are designed to lead them “home” -- to your website, blog, landing page, Facebook page, etc. – wherever it is you want them to end up.
  9. 9. Inbound = Bees to Honey
  10. 10. Engaging in Social Channels = Marketing
  11. 11. Technique Effectiveness Rating
  12. 12. High Growth vs. Average Firms
  13. 13. What Do High Growth Companies Find Most Effective? SEO Creating Content (Blogging) Focus on Data Email Marketing Creating More Content (whitepapers, eBooks, newsletters, case studies) Social Media Channels
  14. 14. Why Inbound? Inbound marketing generates more leads for longer periods of time than traditional marketing.
  15. 15. Example: Display ad in local business journal runs once, exposure to people reading the paper that week
  16. 16. Blog Post, White Paper, Case Study These marketing resources live on your website and, properly optimized and marketed, can attract leads for a long time to come.
  17. 17. Blog + Social + SEO Deliver Lower Cost Per Lead
  18. 18. You don’t start with social or with content. If you do, you will lose.
  19. 19. Start with data. Information is power.
  20. 20. Start With Competitive Analysis What are we doing? What are our competitors doing? What kind of content are they creating? Where do we have opportunities? Where do we suck? What can we realistically handle?
  21. 21. Our Prospects + Social Who are our prospects? What are they doing? Where do they hang out? What do they talk about? What language do they use? What do they need? How can we serve them?
  22. 22. What Does Your Data Show? How many web visits per day/wk/mo? What % of traffic is unique vs. return? What keywords bring them to your site? What content brings them to your site? What are they doing there? What sites refer them to your site?
  23. 23. Let Strategy Drive Tactics • Personas. Who are our customers? • What problems do they have that we can solve? • What products or services do they need? • How do they talk about them? • Where are they online? When are they online?
  24. 24. Let Strategy Drive Tactics • How can we most effectively reach our target audience? • What will our strategy be--what can we deliver of value? • How can we capture leads? • What does success look like? • How will we measure our progress?
  25. 25. Let’s Talk About Writing. Effective content is powerful.
  26. 26. Understand How SEO Works
  27. 27. To Write Effectively for the Web, Know This ….
  28. 28. What is SEO? Search Engine Optimization Or, the art of helping Google figure out what you’re talking about.
  29. 29. The Key to Good SEO? People. Ask yourself just one question: Is it good for people? If it is, it’s good for SEO.
  30. 30. Why Do Keywords Matter? Keywords are bite-sized chunks of information that tell the search engines what your content is about.
  31. 31. Links Are Internet Gold Links help search engines determine the trust and authority your domain has due to the quality of incoming links. The more incoming links your site has, the more valuable it is in Google’s eyes.
  32. 32. Why Is This? It’s Simple. What people say about you is more important (and viewed as more credible) than what you say about yourself. • That’s kind of a no-brainer, right?
  33. 33. Context is Critical Google Has Wised Up SEO wizards have been manipulating links to impact search results. Google’s latest algorithm changes focus less on links and more on context. Translated: relevant content will rule.
  34. 34. Let’s Get Really Geeky Behavior on site, behavior off site. What they do matters. What that means about the relevancy of your content. What that tells search engines. Freaky!
  35. 35. Why Link Out When Writing Linking is the Fundamental Basis of the Web Search engines want to know you’re “connected” and linking out is as important as incoming links, from a credibility standpoint.
  36. 36. How to Link Out • Link out to relevant content early in the body copy • Link to relevant pages approximately every 120 words of content • Link under phrases, not single words • Link to relevant interior pages of your site or other sites • Link with naturally relevant anchor text • The key? Again, it’s simple. It’s all about people. Focus on the fundamentals of what search engines are looking for – serving up relevant results to those searchers, who are people.
  37. 37. How Do We Get Links? The Power of Social Channels Sharing great content on a regular basis gets you noticed. You become regarded as an authority. People then create other content and link to your content … that’s the magic of relevant link building.
  38. 38. How to Write Great Content Step 1: Remove
  39. 39. How to Write Great Blog Content Ditch corporate speak Use contractions Write like people talk Dumb it down Don’t be cute, Don’t be mean Write for the audience Make it scannable Minimum of 300 words Maximum of 600 words
  40. 40. Writing for the Web is Different (But ridiculously easy, too) Be interesting, helpful, relevant, timely or funny Use keywords that make sense Write a great headline, using the right keywords Sell it in the first paragraph
  41. 41. Post Titles Keep your title under 60 characters. This ensures the full title is visible in a search, increasing the likelihood of a click-thru. 8:10 vs. 2:10
  42. 42. Meta Descriptions Tell Search Engines What Your Post is About Keep your Meta description under 165 characters so the full description is visible as a search result
  43. 43. But Wait, I’m a Purist Don’t want to SEO your posts because you’re writing for your readers? <GMAB> Using smart SEO makes it easier for them and gives you better odds that they’ll read your content.
  44. 44. Titles and Meta Descriptions
  45. 45. Ramble vs. SEO Focus I Am Unorganized Ramble, ramble ramble, ramble, ramble for 300 more words (and they’re already gone) then get to the point of the post Productivity Tools for Small Businesses The best productivity tools for small businesses make life easier. Our favorites include PaySimple, Freshbooks and Kapost.
  46. 46. Don’t Dance Around, Sell It
  47. 47. Be Smart, Repurpose Content Create video, upload to YouTube Write blog post, embed video Feature guest blog, republished with attribution Guest blog somewhere else, Google Authorship Create a presentation Presentation uploaded to SlideShare Write blog post, embed SlideShare preso Write for your corporate blog or nag your company to start a blog and contribute to it)
  48. 48. Engaging in Social Media Channels = Marketing
  49. 49. How These Channels Drive Business Reporting is critical.
  50. 50. Install Analytics, Then LOOK at Them
  51. 51. Try Tynt, It’s Pretty Awesome
  52. 52. Know Where Your Stuff Goes
  53. 53. WordPress? All-in-One SEO Pack
  54. 54. Blogging Drives Traffic
  55. 55. Data Drives Strategy
  56. 56. Blogging Drives Traffic
  57. 57. Be Strategic About Where and How You Share Content
  58. 58. A Good Editorial Calendar Will Save Your Sanity
  59. 59. Build relationships before you need them.
  60. 60. Remember WRITING great content is the easy part. Getting people to read it is the hard part. And getting them to share it (or to do something else for you) is equally as difficult. Unless you invest in making friends. First.
  61. 61. Ways to Measure Success Shares of Blog Content/Blog Subscribers Growing Friend/Follower Base Across Channels Most Popular Blog Posts/Tweets Blog Comments/Action on Blog for Branded Campaign Website Traffic, Facebook Insights LinkedIn Company Followers/Connection Requests G+ Followers + Circles Success Stories + Testimonials Truth: Your Analytics Are Your Roadmap. Use them to help drive your brand strategy in content + social efforts.
  62. 62. Other Ways to Measure Success Ability to Drive Social Conversions Getting Your Readers and Site Visitors to DO Something Improved Brand Reputation Greater “Share of Voice” More Leads + Opportunities/Increased Revenue The Web changes everything about business. And when you understand how to create great content, you’ve got an edge.
  63. 63. Stalk Me, Anytime Shelly@V3im.com816.200.2520 LinkedIn Shelly DeMotte